Toy World Magazine April 2023

A HUGE THANK YOU TO ALL OUR EXHIBITORS AND VISITORS WHO ATTENDED TO HELP MAKE TOY FAIR 2023 SUCH A BIG SUCCESS.

Exhibitor applications for Toy Fair 2024 are now open and the show will take place from 23rd-25th January 2024 at Olympia London. You can apply to exhibit online at www.toyfair.co.uk

@ToyFairUK

For further information on exhibiting and sponsorship opportunities please contact +44 (0) 20 7701 7127 or email rebecca@btha.co.uk

thepublisher

By the time you read this issue, we’ll be at the start of Q2. So far this year, according to Circana (formerly NPD), the UK toy market is just about keeping pace with 2022, which has to be viewed as a respectable performance, especially when you bear in mind the prevailing economic headwinds (although it would be interesting to see what that figure would be if you stripped Lego out…). Let’s be honest, many people thought that the first quarter of 2023 would be particularly challenging so, all things considered, I think it’s fair to say that we’ve had a decent enough start to the year.

From what I have heard, January was a particularly good month, with kids spending their Christmas money and vouchers helping to drive sales in the early weeks of the year. Trading has inevitably softened slightly since then, as consumers have been juggling household finances. But many of the brands which performed well in 2022 are continuing to shine this year, and we’re also seeing some brand new launches get off to an encouraging start.

This month’s edition includes extensive product features on some of the toy market’s largest and most enduring categories – Games & Puzzles, Pocket Money & Collectibles and Pre-School. Two of these features are spread over 50 pages and the other runs to over 30 pages – and each feature is packed with exciting new launches which will give retailers the opportunity to freshen up their product selections, both for the coming weeks and also for the autumn winter season.

Because we have to look beyond Q1 and not get too hung up on the short term – as everyone in the toy community knows, Christmas always comes. And those that prepare for that will probably fare better than those who stop doing all the things that made them successful in the first place. Contrary to what I have seen suggested in some quarters, I firmly believe that the toy community continues to innovate and deliver new ranges that kids and kidults will love. I am genuinely excited about so many of the new introductions I have seen for this year. Whatever challenges we are facing as a community across the globe, they’re largely as a result of economic pressure way beyond our control, not anything we are - or aren’t - doing.

In addition to the comprehensive product features, this issue also includes an exclusive interview with retailer Game. I must admit, I had a preconception about the kind of retail account Game was (a bit pop culture, a bit nerd, a lot of gaming brands) and Rachael’s article completely blew those notions out of the water. You can read more about how Game is evolving to offer a far broader range

of mainstream toy products to its customers in the piece which starts on page 34. Expect to see more retail-focused articles over the coming months which look at retailers who are changing their approach and offering suppliers new routes to put their products in front of consumers.

Having just returned from the INDX show, where I caught up with a number of independent department stores and garden centres which are increasing their toy footprint, the next stop on the specialist toy circuit will be Harrogate in May, for the Toymaster Show. We’ve just started working on our preview of the event, which will form a huge part of next month’s May edition. We believe this is going to be our biggest and best ever Toymaster preview issue – so if you haven’t yet reserved your slot, get in touch with Mark or myself now to be part of this very special edition.

In the meantime, you can keep up with all the latest news and developments over on the Toy World website, which is updated on a daily basis. Over the past month, we’ve exclusively revealed the new date configuration for Nuremberg in 2024; reported the demise of major German eCommerce retailer Mytoys and started a lively debate about whether it is fair to call toys a ‘low margin market.’ The accusation was made by Mytoys as it announced it would be scaling back its involvement in toys, while it’s pretty much an open secret that Amazon feels the same way. Questioning this perspective certainly led to plenty of forthright opinions from the toy community, the majority of which offered a rather different viewpoint from the ecommerce retailers. I particularly found myself agreeing with the person who pointed out that Amazon complaining about margins is a bit ‘Pot. Kettle. Black’, with its infamous strategy to match the lowest price in the market (either automatically or manually). Just as John Lewis’ ‘never knowingly undersold” proposition became anachronistic in today’s retail climate, so Amazon’s race to the bottom algorithm has prompted many people to point out that it is in a glass house and shouldn’t be throwing stones, given its pivotal role in establishing market pricing and pricing perception amongst consumers.

The job merry-go-round is also in full swing. In recent weeks, some extremely knowledgeable, experienced toy industry stalwarts have found themselves looking for new opportunities – a great chance for companies to snap up some very capable individuals.

As this edition will be arriving on desks just before the Easter weekend, I hope you all have enjoy good sales over the Easter holiday – onwards and upwards.

John Baulch - @Baulchtweet

John Lewis reports loss, no staff bonuses and potential job losses

John Lewis has reported a drop of £234m, the group’s second ever full-year loss as management struggles to turn the company around.

Sharon White, chairman of the John Lewis Partnership, said: “The mantra for the year is cost out, margins up and customer focus.”

The chairman confirmed that John Lewis and Waitrose staff will not receive a bonus this year as the retail group fell £234m into the red. This decrease is worse than had been expected, with the group making a pre-tax loss of £78m, compared with analysts’ expectations of £50m. Write-downs of the value of Waitrose stores after poor trading have exacerbated the loss.

Staff bonuses have always been one of the attractions of working for the partnership; in some years, they have been as high as 24% of salary, an amount that was paid in 1979, 1987 and 1988. Last year the bonus was 3% of salary.

Sharon White warned of job losses and said profits had been hit by a £180m rise in costs driven by higher commodity prices, energy bills and staff wages. Speaking to the Evening Standard, she said: “Inflation hit us like a hurricane, but customers are staying loyal to us.”

Sales for the group fell 2% to £12.25b as strong sales at John Lewis department stores only partly offset a 3% fall in sales at Waitrose.

Sharon White said the group was responding to its difficulties by increasing its target for cost savings threefold to £900m by January 2026, and would be focusing on margins and customer service as well as costs. She added that the balance sheet is strong and remains confident that, although there are concerns, her transformation plans will “secure the partnership’s future for another 100 years”.

The figures were published a day after the parent group of John Lewis and Waitrose appointed Nish Kankiwala as group chief executive, to help the ongoing process of reinventing the business. The group said he will drive performance and profitability day to day, while Sharon White focuses on wider strategic moves.

WowWee and Character partner on new Fingerlings launch

WowWee has announced a strategic partnership with Character Options that will see the two toy companies bring Fingerlings back to the UK.

The all-new Fingerlings bring a heartto-heart connection to interactive toy play as each baby monkey knows when they’re on a finger, and their glowing heart will beat just for their owner.

Each character now has soft, flocked hair, is available in vibrant new colours and has a unique personality, while 70 plus sounds and reactions bring them to life. The monkeys introduce exciting, updated ways to play, while staying true to the Friendship @ Your Fingertips promise of the original hit toy that won the 2018 Toy of the Year (TOTY) Award.

Fingerlings will be available in the UK from Fingerlings Friday on 30th June, 2023.

Lego reports increased profits and sales

Lego has reported that profits increased by 5% in 2022 from a year earlier and sales rose, with growth in all markets.

Net profit rose to $2b and sales were up 12%, while revenue grew 17% to $9.2b. CEO Niels B. Christiansen called 2022 “a milestone year” as the company celebrated its 90th anniversary, saying it had “landed the year beyond expectations on the back of exceptional growth last year and despite challenging market conditions”.

Lego increased prices on about a quarter of its products, due to inflation, but Niels said low-cost products were not affected. “The increase was chiefly on our expensive products. Despite that, we saw our sales increase.”

The group said it had been affected by macroeconomic pressures during the year – including the war in Ukraine and increased material, shipping and energy costs – but has been working towards offsetting some of those by introducing manufacturing plants near key markets.

Continued strong demand for its product range, among both children and adults has helped maintain sales, and Niels said this was partly down to the breadth of the product that Lego currently offers.

Lego’s diverse product line has been designed to hit on a variety of “passion points” which have helped its strong performance in 2022, from themed sets of popular licences such as Star Wars and Harry Potter to botanical flower arrangements and muscle car replicas. Last year, new products made up 48% of the company’s range as part of the company’s strategy for having fresh and relevant sets for all consumers. Lego has also worked to diversify its price points, offering sets for all budgets.

There was growth in all markets, particularly in the Americas and Western Europe. The company opened 155 stores worldwide last year to reach 904 locations in more than 130 countries, with around half of the new openings in China. Lego is planning to add 145 additional locations worldwide in 2023. With store footfall beginning to exceed 2019 levels, in-store experiences remain a high priority for the brand. Online sales were also said to be seeing “good traction”.

SJR Associates to represent iDance in the UK & Ireland

Ria and Steve Richardson have announced that SJR Associates has been appointed to represent the music technologies specialist iDance in the UK & Ireland following a very successful Spielwarenmesse. iDance’s line-up of musical instruments, speakers, mixing stations, microphones and more enjoyed a positive response from buyers at the show, where Steve says even he himself was pleasantly surprised by the scale of the range. The variety of sizes, price points and age suitability mean the range offers something for all retailers.

Steve added: “One of the biggest selling points when it comes to iDance is that the company is very strong on social media. 90%, soon to be 100% of products are supported by YouTube videos showing exactly what the item can do. And yes, the sounds you hear are the actual products.”

iDance recently launched a new DJ station aimed at beginner and intermediate level DJs. The Deejay Station XD301 sees iDance push the boundaries of size. Measuring 52cm wide x 25.5cm deep, this is the biggest DJ station for kids aged 5-16-years-old.

Complete with two XXL turntables, plus a scratch sensor on both the left and right, the Deejay Station XD301 comes fully integrated with a range of music content ready to mix, so kids can practise DJing without needing to add any external audio sources. The contents of Player A and B let kids enjoy hip-hop, house, techno, disco, reggae, or funk audio loops. The crossfader, located in the middle, lets kids mix and blend the loops together. Two space control sensors then let young DJs start loops or play sound by simply moving their hands over the top of each sensor, as if by magic.

iDance’s Deejay Station XD301 is powered by a rechargeable lithium battery and comes with two speakers. Bluetooth is also built-in so kids can play music from their digital devices. The USB port will be appreciated by those who favour plug-and-play thumb drives. With two high quality aluminium faders for bass boost and volume control, kids can crank the music and rock the party.

To find out more about iDance’s range, contact Ria on 07877 443 733, Steve on 07850 779 797, or email sales@sjr-associates.co.uk.

MGA unveils L.O.L. Surprise! Sooo Mini! Collection

MGA Entertainment continues to drive the collectible market with a brand-new series for Spring & Summer – L.O.L. Surprise! Sooo Mini! The new collection taps into the rising trend for miniature children’s toys and sees fan-favourite Tots and iconic characters such as Hoops MVP from the very first L.O.L. Surprise! series, and the most popular previous themes like Glitter, Dance Dance Dance, All-Star Sports and more, transformed into miniature size.

As the cost-of-living crisis rises, collectible items with affordable price points have become a popular choice for gifting and pocket money toys. The new collection hits the shelves this month and features the first-ever ball-within-a-ball, offering a unique unboxing experience with each new character, whilst providing layers of surprises for hours of imaginative play.

The L.O.L. Surprise! Sooo Mini! dolls feature mini L.O.L. balls on their heads, and each Tot comes with a unique hair play feature that fans can detach to reveal additional surprises. There are 12 new characters to collect from the original L.O.L. Surprise! Series 1 line-up and other popular series. New to this range at an attractive price option are the L.O.L. Surprise! Sooo Mini! Lil Sisters (RRP: £6.99), which come with multiple surprises.

Since launching in December 2016, L.O.L. Surprise! has become a global phenomenon, driving the unstoppable craze for collectibles. The brand launched with a pioneering digital-only marketing campaign, leading the collectibles market with innovative digital content combined with first-to-market marketing and PR campaigns directly engaging fans into the world of L.O.L. Surprise!

Character reports strong sales for Aphmau and LankyBox

Character Options is seeing strong demand and sales for Aphmau and LankyBox after being granted UK distributorship for the two new YouTube gaming properties at the start of 2023.

Heading up the retail storm is the Aphmau collection, created by the number-one female gamer of the same name. Jessica Bravura (better known as her online alias Aphmau) is a top gamer on YouTube, known for her love of cats. Her fast-growing, engaged following currently stands at 15.8m subscribers, creating huge demand for mini versions of her animated feline friends.

Demand is echoing the sales success from the US where tens of thousands of pieces are being sold each week. Following its launch at London Toy Fair, the range was featured in This Morning’s Top Trends of 2023 segment, leading the charge in the UK. Now Aphmau fans can get their hands on the new collectible Mystery MeeMeow surprise figures and MeeMeow Mystery Plush.

LankyBox features stars Justin and Adam, along with a cast of animated characters. Their YouTube channel features high-energy, laugh-out-loud content, including challenges, gaming and shorts. The LankyBox toy collection is flying off the shelves, as each piece takes inspiration from the channel. There are Mystery Figures for kids to unwrap and collect, 8-inch Plush and Mystery Boxes including lots of unboxing surprises.

Mark Hunt, Character Options’ Marketing director, commented: “Both Aphmau and LankyBox have an extremely loyal and passionate fanbase that have driven red hot toy sales in both the US and now here in the UK; the fans are craving more collectibles so keeping the line fresh, delivering newness regularly is key to ensuring the trend continues at this pace.”

New dates revealed for Spielwarenmesse 2024 – registration

Registration has now opened for the 2024 international Spielwarenmesse trade fair, with a new format being announced along with the dates.

In an email sent out to exhibitors, a spokesperson for organiser Spielwarenmesse eG wrote: “I would like to inform you about the date of Spielwarenmesse 2024 and the associated new sequence of days. Instead of Wednesday to Sunday as before, the fair will in future be held from Tuesday to Saturday, i.e. from January 30th to February 3rd, 2024.

The new sequence of days is based on annual frequency analyses as well as exhibitor and visitor surveys. Sunday has predominantly proven to be unsuitable, according to the majority feedback from our national and international participants. At the same time, the desire for an additional day during the week has clearly emerged. By retaining the trade show Saturday, on the other hand, we are taking into account the needs of the specialist retail trade, which plays an important role, particularly in Germany.

We are pleased that we can meet the majority of exhibitors’ wishes with the new sequence of days.”

Registration opened on 15th March. This year’s show marked a successful comeback for Spielwarenmesse, which had seen an enforced gap of three years due to the pandemic.

is open

Rebecca Deeming

Martin Steel of Toy City receives Golden Teddy

“A wonderful and complete surprise” is how Martin Steel described receiving the BTHA Golden Teddy award at the recent Toymaster Regional Meeting in Swindon.

Having worked in the toy industry for some 45 years, he is well liked and respected by the many friends and colleagues he has met over that period and says it has been a fantastic industry to work in. His son, Simon, set about finding out how his dad could be honoured with the award and Martin was secretly nominated by two suppliers.

Although Simon is now running the business, Martin says: “I keep my eye on it and I’m not sure I’ll ever officially retire from the industry.”

Commenting on the award, he said: “It means a lot to me to receive the Golden Teddy. It’s nice to be recognised for all the effort I have put in over the years.”

Simon, who joined the business eight years ago, added: “Dad has put a lot into the toy industry, and I felt it would be nice for him to get some recognition. He’s still very much in the loop at the shop and likes to know what is going on.”

The Golden Teddy is presented by the BTHA to recognise the dedication that recipients have given to the toy industry over the years.

Toy City is a proud Toymaster member and the Toymaster team has expressed its congratulations to Martin.

The BTHA’s Rebecca Deeming brings Toy World readers up to date on the current news from the association.

Last month, the BTHA was invited to speak at a joint All-Party Parliamentary Group event to discuss the safety of products sold via online marketplaces. This is part of the BTHA’s ongoing work calling on the government to change the law to make online marketplaces more accountable for the legality and safety of products sold through them. Following the event, the BTHA joined other industry and consumer protection organisations in signing an open letter to the Minister, calling for urgent publication of the UK’s Product Safety Review, which is needed to initiate a change in the law.

Applications for Toy Fair 2024 also opened last month. Next year will be the show’s 70th anniversary and the event will take place once again at Olympia London between 23rd-25th January. Anyone looking to exhibit can apply online at www.toyfair.co.uk. For more information about the show please contact me Rebecca@btha.co.uk.

Also coming up, and taking place between Monday 1st – Wednesday 31st May2023 under the banner of May Mayhem, the Toy Trust is inviting the toy industry to get involved in a month of fundraising activity, from anywhere in the UK. Activities may be chosen by

participants themselves, taking part as individuals and/or as part of a team. From physical sporting challenges to bake sales, raffles or quizzes, we are encouraging as many people as possible to get involved in whatever way they wish.

If you haven't previously taken part in the Toy Trust's annual fundraiser then now is your chance to get your colleagues together to undertake some fun challenges, activities, team-bonding - all whilst raising money for a great cause.

This year, mobility charity Whizz-Kidz has been named as the Toy Trust's main beneficiary. Whizz-Kidz brings mobility to children around the UK. It is the UK's leading charity for young wheelchair users, empowering young people by providing the wheelchairs, equipment, support and confidence-building experiences they need, and campaigning for a more inclusive society. The Toy Trust’s support will help bring independence and social inclusivity to many children and young people across the UK.

To participate in May Mayhem and to learn more about the fundraising activities available to you, visit our website at www.toytrust.co.uk/may-mayhem. For more information, contact Matt@btha.co.uk.

Dr Maggie Aderin-Pocock honoured as new Barbie Role Model

Black British scientist Dr Maggie Aderin-Pocock was created as a one-of-a-kind Barbie doll ahead of International Women’s Day last month.

The Barbie doll celebrates Dr Maggie’s achievements in making space and science fascinating and accessible to girls, and Barbie is donating Dr Maggie’s book, Am I Made of Stardust, to schools across the UK through partner charity Inspiring Girls. The Mattel brand is also expanding its Career range with a Marine Biologist doll this spring, joining STEM career Barbies including Doctor, Vet, Scientist and Astronaut.

A former president of the British Science Association, Dr Maggie MBE is best known for presenting BBC One’s The Sky at Night and her work looking deep into space with the James Webb telescope. Her one-of-a-kind Barbie wears a starry dress reminiscent of the night sky and comes with a telescope accessory for stargazing.

“I want to inspire the next generation of scientists, especially girls, and let them know that STEM is for them,” she said. “I hope my doll will remind girls that when you reach for the stars, anything is possible.”

Kelly Philp, Marketing director, Mattel UK, commented: “We know that globally STEM is a field widely recognised as underrepresenting women so, as a brand, Barbie is committed to showing girls more STEM careers. In the UK, research tells us women make up only 26% of the STEM workforce so showcasing an exciting career in space science like Dr Maggie’s is just one way we are inspiring girls to think differently about their career opportunities.”

Barbie has also recognised six other STEM professionals globally with a one-of-a-kind doll: YouTube CEO Susan Wojcicki; Anne Wojcicki, co-founder and CEO of 23AndMe; Janet Wojcicki, Professor of Paediatrics and Epidemiology,

Toy Trust partners with Whizz-Kidz charity

The Toy Trust is partnering with inspiring children’s mobility charity, Whizz-Kidz, for its May Mayhem event this year.

Whizz-Kidz is the UK’s leading charity for young wheelchair users, empowering young people by providing the wheelchairs, equipment, support and confidence-building experiences they need, and campaigning for a more inclusive society. The Toy Trust’s support will help bring independence and social inclusivity for many children and young people across the UK.

Graham Canning, Toy Trust chairman, said: “We are thrilled to be joining with Whizz-Kidz this year through our main fundraiser, May Mayhem. It is an inspiring and worthy charity which is a great partner for our main fundraising focus during May this year. I hope as many people as possible from across the industry will get involved with us on our quest to bring mobility to some incredibly brave and special young people.”

Jennie Chmura, senior corporate partnerships manager at Whizz-Kidz, added: “Whizz-Kidz is delighted to be partnering with the Toy Trust for 2023’s May Mayhem. Its support will enable us to provide more children and young people with lifechanging wheelchairs, giving them opportunities to be active, independent, and have fun and play.”

She continued: “We know that this can truly transform theirs, and their families lives. Most of the 75,000 young people in the UK who need a wheelchair to be mobile aren’t able to receive one that fully meets their needs through local services. The Toy Trust is therefore playing a crucial role in helping us to achieve this mission: ensuring that all young wheelchair users are mobile, enabled and included.”

Taking place between Monday 1st and Wednesday 31st May 2023, under the banner of May Mayhem, the Toy Trust is inviting the toy industry to get involved in a month of fundraising activity, from anywhere in the UK in activities chosen by participants themselves as individuals and/or as part of a team.

To participate in May Mayhem and to learn more about the fundraising activities available visit https://www.toytrust. co.uk/may-mayhem/ or contact Matt@btha.co.uk.

venture. I have plenty of enthusiasm and drive, and will be happy to work for an existing business or support a new company coming to the UK.”

KidsCon23: MIND THE GAP

During these extraordinary times, return on marketing investment has never been so critical. Join us at the iconic VUE Leicester Square, for a morning led by our team of industry experts and panellists. The discussion will centre around how brands in the children’s space can bridge the coverage gap left by declines in linear TV, providing new and effective opportunities to engage with children and families in a meaningful and impactful way.

For more details and to secure your tickets, please reach out to the team now!

Hippychick announces exclusive UK partnership with Crocodile Creek

Hippychick has agreed an exclusive UK partnership with the American puzzle, playball and creative art brand Crocodile Creek.

Many toys may go in and out of fashion, but puzzles have stood the test of the time. They are popular among parents and educators alike due to their ability to offer healthy developmental benefits for children; concentration, spatial awareness, shape recognition, hand eye coordination, decision-making and problem solving are among the many skills they teach. For all these reasons, Hippychick is excited to launch its first ever puzzle collection. The Crocodile Creek range comprises high quality, expertly crafted, beautifully illustrated puzzles to suit all age groups, with themes designed to encourage young minds to take an active interest in the world around them.

Crocodile Creek’s popular collection of Play Balls is also bouncing onto UK shores. Available in three sizes and printed in a range of vibrant, themed designs, from dinosaurs to unicorns to space rockets, the balls are made from a tough durable rubber and leather combination to withstand the demands of active children.

Hippychick, joint MD Jeremy Minchin, said: “This is one of the most exciting new launches we have ever done; there is a fantastic feel good, can-do attitude from the Crocodile Creek brand and the company has gone above and beyond on every front to enable a swift and supported launch. The reaction from retailers has been super enthusiastic, with all those who have stocked the brand previously thrilled to see it back - and delivering better prices and value for everyone.”

Steve Brown, sales director at Crocodile Creek, commented: “With Hippychick now representing us, a wave of enthusiasm and momentum is giving everyone associated with the brand a sense of excitement. We are all really upbeat about the coming months and years.”

For more information, contact the Hippychick team: sales@hippychick.com or 01278 434 440.

Toys N Trends Whitstable joins Toymaster

Billing itself as Kent’s most fun, exciting and interesting toy shop, Toys N Trends in Whitstable has become the latest independent toy retailer to join the Toymaster buying group.

Located at No. 79 High Street, Whitstable since it moved from Tankerton in March 2017, the shop prides itself on its extensive range of best-selling brands including Lego, Zuru X-Shot, Ty, Squishmallows from Jazwares, Goo Jit Zu from Character, Barbie from Mattel and more. Toys N Trends also offers free, same day delivery locally with just a £10 minimum spend, reflecting its ‘above and beyond’ approach to business and the relationships it has with its loyal customers. To contact Toys N Trends, email owner Helen Bellenie (helen@toysntrends.com) or call 01227 272 276.

Brian McLaughlin, Toymaster development manager, said: “We would like to welcome Toys N Trends to the Toymaster family and wish Helen and the team the best of luck.”

Obituary: Antony Nunn

Toy World is sad to report that Antony Nunn passed away unexpectedly on 5th February, aged 69. He was the fourth generation of his family to be involved in the toy trade, as previous generations ran the well-known Redgates store, established in 1857, in Sheffield. In the 1960s, Redgates became known in the trade as one of the best toy shops outside of London, often referred to as the “Hamleys of the North”.

Antony’s journey into the toy trade began in 1971 when, aged 18, he moved to London to work for import business Cowan de Groot. Two years later, he returned to his roots in the North and joined the family retail business, overseeing Redgates’ wholesale division, Wilson Gumpert. Redgates and Wilson Gumpert were instrumental in the founding of buying group Toymaster; Michael Nunn, Antony’s father was chairman of White Rose Toys, a buying group which was a cornerstone to Toymaster as we know it today.

Antony met his wife Silke in 1977, the daughter of Franz and Marianne Goetz, founders of prestigious German doll manufacturer Goetz Dolls. After Redgates and Wilson Gumpert closed in 1988, Antony co-founded AM international with Mark Eckersley to distribute dolls, children’s toys, nursery goods and even garden gnomes. In 1998, he decided to forge his own path and Antony Nunn Agencies was established. His son Patrick joined in 2009, and now the business will proudly continue under Patrick’s leadership.

Antony will be remembered in the industry for his good humour, fair and honest business practices, and his lifelong dedication to a trade that he was proud to be part of.

Outside work, Antony was an active sportsman, running marathons and half marathons as well as being a proficient golfer and an avid squash player, in the later years reverting to racquetball. He would also never miss an opportunity to support his beloved Blades from the stands.

A very generous, considerate and kind man, Antony supported several charities he was passionate about, joining Osteoporosis2000 as a director in 2000. More recently he became a patron of a local hospice, Ashgate Hospice in Chesterfield, dedicating a significant amount of his later life to raising money and bringing further awareness to the essential work and care the hospice provides.

Antony will be sorely missed by all those who knew him. He leaves behind his wife Silke, daughter Charlie, son Patrick and his grandson Walter.

Toy World would like to add its condolences to Antony’s family and all who knew him.

Industry Moves

Toikido welcomes Will Ochoa as chief commercial officer

Toikido has announced the latest addition to its talented and fast-growing team, as Will Ochoa joins as chief commercial officer. Bringing with him a wealth of knowledge gained while working on some of the world’s biggest brands, Will is considered a very important hire for the young but futurefocused company as it continues to expand its slate of licensed and own-IP.

“Will and I first met over a bowl of Frosties at Mind Candy and his global growth since has been astonishing,” enthused Toikido CEO and founder Darran Garnham. “Going full circle and bringing him into Toikido to supercharge our IP expansion makes me both excited and very proud.”

Will began his career with entry level roles at Fluid World (Hello Kitty) and Mind Candy (Moshi Monsters) where he was receptionist/office manager – and where he met Darran.

After Mind Candy, Will held roles across WildBrain CPLG, Turner Broadcasting and One Animation (based in Singapore), developing global licensing campaigns for some of the World’s biggest brands including the Despicable Me and Minions franchises, Disney and Cartoon Network. He then joined Zuru Toys and for the last five years has lived and worked in Shenzhen, Hong Kong, as well as the UK, heading up the European toy sales teams as general manager –Europe.

Following a reorganisation of its international business, Graham Gardiner, commercial director EMEA, has left Rubies after a 16-year career with the company and is now seeking a new challenge.

Graham told Toy World: “Another career chapter closes. One that has been filled with more changes and challenges than one could have imagined – but what an incredible ride it has been, with some truly unforgettable moments. I am incredibly proud to have been a pivotal figure within Rubies for the last 16 years.

“I am seeking a new challenge and to help drive profitable business. If you are looking to open new revenue streams or increase market distribution across the UK/EMEA and feel my experience and passion could add value to your business, I would welcome the opportunity to explore how I can help you achieve your goals.”

Graham has a wealth of sales and marketing experience within the Toy, Party and Baby industries, having worked for Rubies, Kids2, Ideal, Tyco and Tonka covering the UK/EMEA and international markets. During this time, he has established a strong network of contacts as well as considerable industry knowledge across the retail landscape.

Graham says he is a ‘hands on,’ ‘lead from the front’ type of person whose skills include managing, mentoring and developing local teams; plus, the ability to work with a diverse range of retail partners, developing a clear strategy to deliver growth and actively seeking new business opportunities to expand retail footprint.

Marc Beige, founder of Rubies Costume Company, commented: “It has been my pleasure to work with Graham for many years, both in the UK as well as internationally. He has that rare combination of personality, persistence and dedication. He will truly be a credit to any organisation that he chooses to work with in the future.”

Mike O’Connell, managing director of Rubies Masquerade UK, added: “Graham has been a pivotal figure here at Rubies and has helped shape and build the company through his long history with us. As he moves on, on behalf of all at Rubies, I would like to wish Graham the very best for the future and thank him for his service and dedication over the years.”

Anyone wishing to contact Graham can do so at grahamg2023@outlook.com or +44 (0) 7850 362272.

“I am very excited to be joining Toikido during such a pivotal time,” Will told Toy World. “From day one, I have been fascinated by the innovative hybrid model Toikido operates, spanning multiple pillars including Toys, Licensing, IP development, Gaming and Digital Content. Darran, who gave me my first break in a commercial role at Mind Candy, has remained a mentor ever since and I am extremely proud to join and work with the close-knit team of incredible talent already assembled at Toikido, many of whom are ex colleagues of mine.”

Will added: “With Toikido on the cusp of launching its first IP, Piñata Smashlings, the scene is set for our huge Roblox game launch in June, followed by toys hitting retail shelves in the UK and Europe from September. I cannot wait to get started with the team and to work closely with all our partners to drive the business going forward.”

Disguise bolsters sales team to support continued EMEA growth

Costume company Disguise has announced three new key hires for its international sales team in the UK and Ireland. Showing continued commitment to these markets, Aneesa Beasley has been appointed as head of Sales and Meghan Bird as senior account manager. In addition, Mike McGillion has been appointed as full-time VP of Sales for Disguise EMEA. For the past year, Mike’s consultancy has been instrumental in leading the charge throughout the EU, expanding the costume business through new distribution and retail partnerships and delivering aggressive sales growth for the company.

As head of Sales, Aneesa will lead retail strategy and development for Disguise in the UK and Ireland. She brings 20 years of experience in textiles, merchandise retail and manufacturing sectors with several of those years spent with Christy’s and Smiffy’s, bringing category expertise on both licensed and bespoke supply. In her new role she will drive Disguise’s market expansion into these two key regions and oversee all sales and promotional efforts.

Meghan also brings many years of retail expertise from Smiffy’s to the company. She has 12 years’ experience within the supplier sector, focusing on national account management and range development, and will call on all key accounts within the UK and Ireland, developing and strengthening those relationships for Disguise.

Mike McGillion, VP of Sales in EMEA, adds decades of knowledge in the retail space to the team. His background includes 15 years at Amscan with extensive expertise in licensing as well as a proven track record of developing new markets and establishing distribution internationally. His career tenure with multiple manufacturers in the party space has been instrumental in the growth Disguise is seeing in EMEA.

“We are excited to have Mike on full-time with us and to bring both Aneesa Beasley and Meghan Bird onboard to supplement our efforts in the UK and Ireland,” said Tony Lewis, Sales and Marketing director, Disguise EMEA. “These are two major growth regions for Disguise and having worked with them previously and knowing them personally, I am confident they will accelerate our growth.”

Marketing World

Flair GP and Generation Entertainment to distribute Trotties in UK

Flair GP has partnered with Narrative Entertainment to exclusively showcase its latest animation show, Trotties, produced by Famosa, via the Pop network. The Trotties TV series follows the globetrotting adventures of four main characters. Each episode will bring to life the sights and sounds, not to to mention the cultures of the many countries the Trotties visit.

This partnership will see the Pop network play a fundamental role to support Flair GP in building the Trotties franchise, by initiating a distribution footprint in the UK to bring this IP to UK fans and create a solid platform for product sell-in.

Accompanying the launch of the show on Tiny Pop, the Pop Player and the Tiny Pop YouTube channel will be the roll-out of an extensive dolls and accessories range. Since the launch in Spain, the products have catapulted into the Top 5 within the Fashion Doll category, with over 30k units of the dolls sold to date.

This project is the result of a collaboration between Famosa, Giochi Preziosi and Flair GP and is aimed to build a long-term franchise, built on high quality animation for girls and boys aged 4-7.

Julia Cake, UK Country Manager of Flair GP, commented: “The launch of both the series and the toy brand is a top priority for us in 2023 and this partnership deal brokered by Generation Entertainment is a great start to what is going to be a busy year ahead for the Trotties.”

The deal was secured by Generation Entertainment, Generation Media’s division that focuses on global content development and distribution initiatives across cinema, TV and digital. Greta D’Este-Donelan, director of Entertainment at Generation Media, said: “We are delighted to bring Trotties to the UK with this incredible 360 Pop partnership, encompassing linear, on-demand and digital. We see this distribution deal as the first step to engage with Trotties’ fans anytime and anywhere, to achieve long-term success and maximise licensed products sell-in.”

Dobble Tea Party ride launches at Thorpe Park

Dobble, one of the UK’s best loved games for families and children, has taken up residency at UK theme park, Thorpe Park Resort in Surrey.

Replacing the theme park’s classic teacup ride Storm in a Teacup, Dobble Tea Party launched on 18th March for Thorpe Park Resort’s Passholder preview day before opening to the general public on 24th March.

Reflecting the fast-paced nature of the tabletop game, Dobble Tea Party takes teacups for a spin, twirling and whirling around the gigantic classic teapot. The ride features Dobble branding throughout, including Dobble’s signature colour purple and the iconic hand character as featured on the game packs.

As part of the partnership, Dobble will also create a special Thorpe Park Resort edition of the game featuring symbols of the theme park’s iconic rides and events, such as Stealth and the award-winning Halloween event Fright Nights. These exclusive packs will be available on a complimentary basis to guests staying at Thorpe Park Resort’s on-site hotel, Thorpe Shark Cabins, later this year.

Jo Shapley, Asmodee’s Marketing manager, commented: “Thorpe Park Resort is the perfect partner for Dobble and we are excited to be bringing these two family brands together to offer the ultimate experience this season. The partnership marks the next step in the Dobble journey; as it continues to grow, we hope to bring more experiential opportunities for consumers to interact with this well-loved brand.”

Natalie Dilloway, Thorpe Park Resort’s head of Marketing, added: “We are so excited to welcome Dobble to Thorpe Park Resort. We’re always on the lookout for new experiences and partners that fit our brand, so combining our classic teacups ride with such an iconic game is a great opportunity. Introducing an exclusive Thorpe Park Resort Dobble edition to Thorpe Shark Cabins later in the year is the perfect way of truly integrating both brands in a fun way.”

Cluedo comes to Instagram

Hasbro celebrated the recent launch of its reimagined Cluedo board game with a month-long Cluedo murder mystery series on social media.

Taking place completely on Instagram, the game of Cluedo invited crime-solving social media sleuths to investigate the mysterious death of Boddy Black in a whole new way. Across March, detectives across the globe started compiling evidence, meeting the suspects, immersing themselves in the world of Cluedo and cracking the case on @ officialcluedo.

Fans could also catch weekly recaps as the Instagram game unfolded from New York Times best-selling author and host of the No. 1 true crime podcast, Crime Junkie Ashley Flowers (@crimejunkiepodcast). Top UK influencers including ShaabaShaaba and Jammidodger were also involved.

The Cluedo Instagram experience took the iconic Cluedo characters of 2023 – Boddy Black, Miss Scarlett, Colonel Mustard, Mayor Green, Chef White, Solicitor Peacock, and Professor Plum – and transformed them into metahumans through Unreal Engine and motion capture technology.

Cluedo also partnered with McLaren, a creator of high-performance, luxury supercars, luxury American fashion brand Halston and smart home security provider Ring, integrating these real-life brands into the deepening mystery and further grounding the timeless Cluedo characters in the real world.

“By expanding storytelling across multiple digital and physical formats, we’re breaking new ground for the original murder mystery game,” said Adam Biehl, SVP & general manager, Hasbro Gaming.

The global Cluedo Instagram murder mystery game formally kicked off in New York City during an immersive experience. Hosted by Ashley Flowers, high profile guests were invited under the guise of attending a memorial service for murder victim Boddy Black in his home.

Magical Moments

Last month we referenced that the UK digital tipping point had finally been passed – that is to say that over 50% of 2022 advertising budgets from Toys and Games advertisers were invested in digital media – and the manifold reasons for this evolution in advertiser behaviour. The news of CITV’s closure from the end of August will only accelerate this trend in 2023. Surely that should make 2023 media planning easier? Disinvest in TV and up-weight digital? If digital were a single platform channel then maybe so, but the reality is there is a panoply of options available to brands, and determining which to use, at the right times, can make all the difference.

In order to help us answer the questions posed when building winning media strategies for our clients, our planning is enhanced by the data provided by Giraffe Insights’ Kids and the Screen (KATS) study, providing insight as to how 2-12 year olds spend their time consuming media. The latest of these studies has identified three ‘Magical Moments’ to most effectively reach and influence children’s audiences.

The Breakfast Club

KATS has identified that during the morning slot, TV plays a dominant role in the media day of children and their parents – both during term time and holiday time. This moment is all about kids being in a safe environment that parents trust, to keep them distracted whilst they are busy. The good news is that it is commercial channels which dominate at this time, particularly amongst pre-school and pre-cool audiences where Milkshake has a market leading share of viewing. Unsurprisingly, this magical moment is therefore most effective when targeting younger audiences.

The high level of engagement with the broadcast medium means that this magical moment is primarily responsible for ad and brand recall, with ads three times more likely to be recalled within this moment than during another point in the day. Advertisers should up-weight those key morning segments on their linear TV plans.

for children is about keeping up with their hobbies and interests and having “me time”, allowing them to connect with the things they love. Having greater freedom over how they consume media at this time means that digital platforms are more prominent, with YouTube dominating (c.40% of viewing time) and content revolving around gaming platforms (if they are not actively playing the games instead of, or even at the same time).

Opportunities for brands to engage in a more meaningful way are highest during this period, but doing so as seamlessly as possible is key. Focus on formats that minimise disruption to their activities and look and feel like the content being consumed. Taking advantage of this when children’s attention is devoted to their passion points means that this magical moment is the greatest driver of brand resonance throughout the day. Compared to The Breakfast Club, The Hobby Hole is also more likely to deliver success when talking to older children’s audiences with greater autonomy over the devices and platforms they are allowed to use. When targeting these audiences, ensure that YouTube plays a prominent role, and build on this with exciting and engaging formats on gaming platforms.

The Family Favourites

The aforementioned two moments focused on how to reach and engage children, but even after that is done, parents have to be convinced that your brand is worthy of purchase. This is when The Family Favourites can play a major role, being most responsible for persuasion in a child’s media day. This moment is about family time, and features a high volume of content selected by parents who are less willing to compromise on their choices at this time of day (evening).

This moment does come at a price for advertisers however, with the likes of ITV, Channel 4 and Netflix accounting for a third of all media consumption. Toys

Jonathan.Chambers@generationmedia.co.uk

& Games brands historically have not invested as much in this moment due to the cost being many multiples higher than children’s media. Whilst a differential will remain, inflation on children’s media prices (primarily on Linear TV) will close that gap, reducing the premium. But will the premium be worth paying? According to KATS, children are two times more likely to ask for products they see advertised during this time. Brands such as McDonald’s and Lego certainly believe so, ranking highest in the top adverts recalled during this moment. Clearly, utilising this moment is budget dependent, but we can take learnings from it to target the top content consumed (such as The Simpsons and Bake Off) on digital platforms to replicate the effect.

This month, Jonathan looks at making children’s ‘Magical Moments’ the cornerstones of campaign strategy.

© The Pinkfong Company. © 2023 Viacom

Licensing World

Rubies’ new CoComelon costumes now available to order

Dress-up and role-play specialist Rubies has announced that its new range of costumes based on the hit pre-school property CoComelon is now available to order.

The costumes come in a range of early years sizes and are available in either a plush romper and hat or a dress and headband, both of which feature an adorable CoComelon all-over print. Both costume options come with a plush detachable television which plays three CoComelon songs when pressed. This makes them a perfect introduction to dress-up for the youngest members of families.

Aimed at children aged one to four, CoComelon teaches kids how to take on everyday activities and depicts positive behaviour with a sense of enthusiasm. Kids are encouraged to sing and dance along with Baby JJ and his siblings as they learn letters, numbers, animal sounds, colours and more.

Rubies has worked closely with Moonbug Entertainment to create a range of dress-up products for CoComelon across EMEA, having been selected as a licensee thanks to its creative designs, distribution expertise and trusted reputation within the industry.

To place an order, contact Rubies on 08453 070 707 or visit www.rubiesuk.com.

Cartoonito debuts Batwheels animated DC pre-school series

DC’s first ever Batman pre-school series, Batwheels, has debuted on Cartoonito UK with Warner Bros. Discovery Global Consumer Products working with top licensees and partners on a global merchandise programme.

Batwheels is a high-speed, vibrant, CGI-animated, fun-filled action-adventure show featuring the Batwheels: a group of sentient super-powered crime-fighting vehicles defending Gotham City alongside a host of DC Superheroes.

Brought to life by the Batcomputer to help defend Gotham City, the heroic Batwheels are thrust into hilarious hijinks and jaw-dropping action while learning important life lessons. Led by Bam the Batmobile, the Batwheels must navigate the challenges of being a newly formed superteam as well as the growing pains that come with just being a kid.

This relatable and aspirational Batwheels series will follow the journey of the dynamic team as they thrill and entertain with their heroic adventures, as well as demonstrate to pre-school kids the value of self-confidence, friendship and teamwork.

The all-star voice cast includes Ethan Hawke (Batman), Jacob Bertand (Bam the Batmobile), Gina Rodriguez (Catwoman) and Xolo Maridueña (Snowy the Snowcrawler) among others. Based on characters from DC, Batwheels is produced by Warner Bros. Animation with animation services provided by Superprod Studio.

Batwheels debuted on Cartoonito UK on 18th March as a half-hour prequel special, Secret Origin of the Batwheels, which told the backstory of how the Batwheels came to be.

Warner Bros. Discovery Global Consumer Products is working with top licensees and partners around the world on a global merchandise programme that will ensure kids, families and fans of Batwheels can get in on the action off screen as well as on.

The Lego Group kicks off Disney100 with SharetheWonder series

To commemorate 100 years of Disney, the Lego Group is inviting families to share the wonder of storytelling, imagination and creative play that Lego Disney has inspired over the 24 years since it launched. The three-part series, which launched on 1st March, encourages fans to share their own favourite Lego-built Disney moments on social media using #SharetheWonder on Lego.com, Lego social channels and Disney’s YouTube.

The Lego Group has also revealed its first collection of Disney100 products to help fans of all ages experience the magic of Lego Disney storytelling. The collectible Lego BrickHeadz Disney 100th Celebration set includes buildable Lego figures of Oswald the Lucky Rabbit, Disney Mickey Mouse, Snow White and Tinker Bell.

The Lego Duplo Disney 3 in 1 Magical Castle invites young fans to experience the magic of the Disney castle with Disney Mickey Mouse, Disney Minnie Mouse, Figaro, Daisy Duck and Donald Duck. The set transforms into three different builds for toddlers.

The Lego Disney Celebration Train features beloved Disney and Pixar characters from Mickey Mouse and Minnie Mouse, Moana, Peter Pan, and Toy Story on bespoke parade floats, while the Lego Disney ‘Up’ House, from the beloved Pixar film, is a Lego model of the iconic patchwork house featuring Carl Fredricksen, Wilderness Explorer Russel and Dug as they prepare for take-off.

Finally, a new Lego Minifigures Disney 100 collection features 18 fan-favourite Disney characters from across the last 100 years. Each blind bag contains one Minifigure. Most of the sets are available now, while the Minifigures will be available from 1st May.

Plenty of exciting licensed party ranges to celebrate that special occasion! Available

online now.

Amscan signs dress up deal for Diary of A Wimpy Kid

The popularity of the Diary of A Wimpy Kid brand has seen unprecedented growth in recent years off the back of massive books sales. Since the publication of the first book in 2007, over 275m books have been sold in 150 countries, printed in 84 editions and in 69 languages. Furthermore, two animated movies have been produced and are available on Disney+, with the potential for more in the future.

Now Brands with Influence is rolling out a licensing programme in the UK, based on the books. Talking about the new deal, Mel Beer, Group Licensing director at Amscan International, explained: “We’re delighted to be working with the team at BWI to bring Diary of A Wimpy Kid to life for the first time through costumes. This franchise is an exciting addition to our current portfolio of literary titles which includes Roald Dahl, Peter Rabbit, Elmer, VHC, Dr Seuss and more.”

During 2023, the Wimpy Kid brand will see new books, board games and a complete range of licensed products.

Dom Wheeler, from Brands with Influence, commented: “We‘re thrilled that Wimpy Kid is partnering with best in class Amscan who we know will create fantastic dress-up Wimpy Kid costumes. Targeting the Halloween and World Book Day events makes total sense and will allow all the thousands of Wimpy Kid fans to live out their dreams. With retail and consumer marketing support planned, we’re confident this licence will be a huge success.”

IG Designs details newest additions to licensed line-up

Available in Harry Potter and Star Wars themes, Perler starter kits let imagination and creativity run wild. An ideal gift for those with an interest in arts & crafts and popular culture, each starter kit – which contains a peg board, ironing paper and enough colourful beads to create a favourite character - teaches patience and enhances fine motor skills as well as hand-eye coordination. They also provide therapeutic time away from screens and are a great option for parent-children interaction.

Backpacks, swim bags and drinking bottles also join IG’s licensed product range. Based on various properties including Paw Patrol, Peppa Pig, Minnie Mouse and Spider-Man, the backpacks enable kids to take their favourite character with them wherever they go. Each has a front pocket feature, padded adjustable straps and sturdy zips, making them perfect for nursery, pre-school or days out.

The perfect accessory to match the backpacks, IG Design’s licensed water bottles help ensure children stay hydrated while away from home thanks to exciting designs that will keep them reaching for their water. Made from PP, the child-friendly flip-up spout makes it simple for children to sip the liquid without any spills, and they simply push the drinking spout down to close. Ideal for everyday use, these child-friendly bottles help encourage the next generation to embrace reusable bottles. Incorporating reusable water bottles into a sustainable lifestyle saves families from having to buy drinks while out and about and will also help the environment by cutting back on single-use plastics.

IG’s lightweight and versatile licensed swim bags are made from polyester and have a front pocket, while access is made easy with the simple drawstring opening and closing. These bags are ideal for visits to the pool or beach, sports and school activities, shopping trips, or for use as a shoe or travelling bag.

Moonbug reveals vibrant new rebrand

Moonbug Entertainment, a subsidiary of Candle Media, has unveiled a fresh new look featuring a corporate style and logo that it says will be recognised by families around the world. Moonbug worked with brand agency DixonBaxi to refresh its corporate identity to convey the same energy and fun as its colourful shows and characters, including hits such as CoComelon and Blippi.

Since Moonbug’s launch nearly five years ago, the company has become a trusted brand for families around the world, known for delivering great entertainment for young kids that is rich in learning benefits and healthy values. While its shows have always enjoyed a high level of brand recognition, Moonbug itself is now increasingly growing more audience-facing through its successful global Moonbug Kids channels. There are 20 SVOD or linear Moonbug Kids channels in different parts of the world as well as a number of global YouTube channels, which combined have over 79m subscribers.

“We created the Moonbug identity to be bursting with energy, and synonymous with dynamism, excitement and fun,” said Ditte Marie Lucas, vice president of Brand and Communications at Moonbug. “This rebrand perfectly captures the spirit and energy of childhood while still maintaining the authority to live naturally amongst the leaders in the entertainment industry.”

Moonbug was created on the basis of acquiring IPs and growing them into fully established franchises. This rebrand marks a shift that will see everything move under a cohesive Moonbug umbrella, elevating its brand positioning and encouraging industry recognition as the company behind the most beloved shows in kids’ entertainment.

At the heart of the new identity sits a bespoke animated logotype that ‘fizzes and pops with a playful personality’, hinting at the entertainment that makes Moonbug content unmissable. A flexible brand system with a fresh colour palette, super-sized art direction and activity-focused icons fill every space with the same bright, playful personality.

Acting on impulse

With the cost of living still top of mind for British consumers, it has been reassuring to see the UK toy market holding up well in 2O23 so far. YTD February, the UK toy market is flat versus 2022, which is a solid performance considering the economic headwinds. There was a general view at the end of 2022 that the first quarter of 2023 would be very tough, so this is an encouraging start. Looking at where the growth is in the market, it is interesting to see the under £10 price point currently up +3%, compared to the rest of the market at -2%. With prices rising and families tightening their belts, it might seem intuitive that this area of the market should be performing better, but this is not actually the trend we have seen over the past few years. The pandemic changed the way that consumers perceive value, with items that had a high play value and educational content often performing better. This led to growth coming from higher price points, and impulse purchases suffered in comparison. Examining this important area of the market should reveal if there has been a shift in 2023; are impulse toys making a resurgence?

£100m less in 2022 than in 2019 (pre Covid), a drop of five percentage points in share.

The rise of online shopping during the period undoubtedly had an impact, with smaller low-cost items being much more likely to be purchased in store. We often think of December as a key time of year for the higher priced items, and that certainly

Price Point Trends

The impulse area of the market (under £10) had a tough time across the pandemic period as consumers moved online and changed their views on value for money. Impulse was worth nearly a third of all value in 2019, but that figure had dropped to 27% by the end of 2022. Last year, around three quarters of the market’s decline was due to the impulse price point. In a total market that was -3%, impulse was -10%, accounting for nearly £60m less sales than the year before. Indeed, impulse toy items accounted for over

remains the case. However, around a quarter of all December sales are actually under £10. Using 2019 as our benchmark again, impulse was worth 27% of all sales, while this figure had dropped to just over 21% in 2021. But then an interesting reversal of fortune happened in 2022 - impulse saw value growth of +4% vs. total market growth of +2%.

We must highlight that a Winter World Cup led to stronger sales in December for World Cup stickers, and this certainly had a positive impact on the overall numbers. However, we also saw strong growth for Hot Wheels, 5 Surprise, Pokémon and Squishmallows.

So far in 2023, impulse price points have returned to growth at +3% and returned to a share of the market not seen since 2019, being worth around 33% of

Rory Partis

Director UK Toys & EuroToys Circana

overall value. Looking at the type of property that is contributing to the growth, there’s a continuation of the performance from December with World Soccer, Hot Wheels, Squishmallows and Pokémon the top performers. It is also encouraging that the impulse portions of other properties more commonly associated with higher price points are also adding value. For example, Barbie, Lego Friends, Bluey and CoComelon are all growing strongly with items under £10. The number of items available at this price point is cause for optimism too; in the last few years we have seen steep drops in the number of items in the market, such as a -22% decline for the period between 2022 and 2021. However, in 2023, this number has only declined by -5%, so the category feels much more stable than in previous years, and with the items in the market performing well, this has contributed to the +3% growth referenced earlier.

The pandemic undoubtedly drove some major changes in the toy market, and it does seem that the impulse price points were one of the areas that were hit hardest. The return to more normal trading conditions and the impact from cost-of-living issues suggest that lower priced toy items could enjoy a return to form in 2023. With around a third of all toys sales concentrated in the impulse area, its’ fortunes could have significant impact on the overall market performance, so let’s hope the positive trend we’ve seen in the early part of 2023 continues for the rest of the year.

Rory looks at the changing fortunes of impulse and low price point purchases to see if this sector of the market is heralding a return in 2023.

To monitor what’s happening in the ever-changing toy market, Circana collects point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field over 12m consumer surveys annually to help industry leaders understand why consumers shop where they shop and why they buy what they buy. For more information visit www.circana.com

Licence Progression:

The European Soccer Club licence has moved up 18 places in February 2023 vs. its position in January. This licence incorporates Match Attax items from Topps, which have driven the strong showing in February. The Match Attax Extra 2023 Mega Multipack is the item that has added more value than any other and is one of three new releases from Topps in February in the Strategic Trading Card Games area. This subclass makes up nearly 90% of all value for the European Soccer Club licence in February 2023.

Fastest Growing Properties

World Soccer adds over £2m in the first two months of 2023 driven by strong sales of Premier League stickers.

Fastest Growing Properties

World Soccer is the No.1 fastest growing property so far in 2023, driven by Premier League items from Panini, which had three spots in the top 10 items for the entire toy market for the month of February. In fact, the top 5 items for the World Soccer property in 2023 are all Premier League Sticker items. The property at No.2 is also in the collectible area, with Pokémon adding over £2m in the first two months of the year so far. It is also the No.1 property in value size. Pokémon just keeps growing, and we have seen good growth for the property outside Trading Cards, with Action Figure Collectibles up +87% and Traditional Plush up +33%. Lego Speed Champions is No.3 for growth; top item, the Speed Champions Aston Martin 007 DB5, has led to the Aston Martin property coming in at No.10 for growth.

Squishmallows is at No.4, continuing the strong performance we have seen in 2022. With the brand now moving more into licences for 2023, we should see Squishmallows feature amongst the top properties in the UK once again. Another notable success story is Gabby’s Dollhouse, which is the No.8 top gaining property so far in 2023, after being the No.1 new property for 2022. Preschool Figure/Playsets & Accessories is the largest subclass, accounting for around two thirds of all sales, with Large Dolls the next largest, worth around 13%.

Talking Shop Happy bunnies?

As retailers head into the Easter holiday trading period, Sam Giltrow caught up with a selection of indies to find out how sales have been holding up and what they are looking forward to for the rest of the year.

Sarah Borastero - Kids Stuff, Wells

After having the best December ever in our 25 years of trading, it has not been a great start to 2023, as we had a disaster between Christmas and New Year when the ceiling in our shop collapsed. We’ve had to close part of the building including our main showroom, and this has also meant that customers haven’t been able to get into our big Lego showroom at the back of the store. We are currently rebuilding and need to replace part of the roof, so it has had a big impact on our business. However, despite the disruption, we have managed to remain open and soldier on through it all.

spend a certain amount on Lego. Also, to celebrate our birthday, we will be running a celebratory competition for our customers for which Lego has sent us three fantastic prizes. My husband, Lee, is an avid minifigure collector and we have two cabinets behind the till which are crammed full of them, so we will be challenging customers to guess how many minifigures there are in there.

I am very proud to have been serving the families here in Wells and the local area for 25 years. Looking at all we have achieved, it’s hard to believe that the business started after I emptied the loft of all the toys that my kids no longer played with, borrowed a small amount of money and opened a shop selling second-hand toys.

As a traditional toy shop, we have always done well with pocket money ranges, but because of the current cost-of-living crisis, we have seen them doing even better, especially minifigures and ranges like trading cards. There’s a queue of people every Saturday and if the kids have got £5 pocket money to spend and they want to spend £3.50 of it on a minifigure and want a specific one, I will find it for them.

Another current big seller is Top Trumps, which seems to have seen a huge resurgence. I just can’t seem to get enough in and it’s not just one particular theme, it’s across the whole range. Pokémon trading cards are also still flying out of the door –they are another line at a good pocket money price point.

We will be celebrating our 25th birthday on 1st April and although we don’t think the building work will be finished in time for the Easter holidays, we are still planning some Easter activity. We will be running a Lego promotion and have giveaways for customers who

At the moment, basket spend is down overall. January was better than anticipated as everyone spent their Christmas money, but February was quiet and sales have dropped off in March. It certainly seems that the cost-of-living crisis is hurting people’s pockets and they are being a lot more careful and considered about what they are spending.

As a result, and because we are having to refit the shop anyway, we have taken the opportunity to look at our stock and see how we can refresh it with some more affordable ranges and different price points. We will still stock all the major lines such as Lego and Playmobil, but this gives us the opportunity to diversify a bit and bring some different suppliers in. Though the ceiling disaster has caused us all sorts of headaches, it has also prompted us to really look at our overall offering, so we have been able to turn a negative into a positive.

Once the shop has been rebuilt, we will have everything crossed for a good summer. We just need to get the weather now!

Chris Blatcher - JAC Stores, Isle of Man

Over the Easter period we will be distributing the Toymaster Spring Summer catalogue, which offers some great promotions and new product to drive footfall. The Lego promotion which features on the front page sees customers receive a free set worth £17.99 when they spend over £50, which always goes down incredibly well. Another strong promotion in the catalogue is the Splash & Reveal Peppa from Character, which will retail for just £7.99 and will suit those customers looking for lower price points. We will also be offering 3-for-2 on Squishville Blind Eggs from Jazwares – a line which lends itself perfectly to Easter and should drive good volumes.

In terms of Easter events, we held a very successful Eugy (from brainstorm) promotion in one store last year and it was the best event we have ever run in terms of customer satisfaction and generating sales on the day. It has also generated a lot of repeat business since, so we will be looking to replicate the same event in another store this year.

2023 started off strongly for us and we enjoyed a really good January. February sales were slightly up but there was a noticeable slow down, particularly during half-term. I think as more and more people have got comfortable with travelling again, we will see half-term sales more difficult to replicate through the year.

We haven’t really seen a massive switch to low value items. In fact, some collectibles have significantly slowed down and I think this is because customers are making much more conscious buying decisions to make sure they get the best value for money. Arts & Crafts lines remain one of the best value-for-money toy purchases a customer can make due to the play value, and we are seeing this trend follow through into our sales figures.

Basket spend is up, but the number of items is level which comes down to price increases. The Isle of Man government recently announced electricity prices will increase a further 60%, which will undoubtedly have an effect on disposable income and therefore our basket spend. We don’t plan to change our buying approach drastically and will still continue to range high ticket items, but we will be taking a more cautious approach on higher price point stockholding. Ultimately, despite all the pressure on people’s budgets, I think if you have the right product at the right price, people will still find the money to buy.

We are seeing very early success with the Aphmau and LankyBox plush and figure product ranges from Character. We have just received our FSDUs for LankyBox, so it will be interesting to see the uplift that will hopefully have on sales. Stitch is still selling well, with every line from Just Play’s range performing strongly, and we are still seeing really

Ian Bailey - Bailey’s Toymaster, Gorey, Co Wexford

After a busy and positive start to 2023, we are looking forward to the Easter period and will have some extra offers and giveaways in store for the school holidays.

We were apprehensive coming into the new year, but I’m pleased to say that sales are up versus 2022 so far. Fortunately, price rises from suppliers have not materialised as dramatically as feared, so this is a big help in maintaining

both our price points and stock levels. Energy prices have been a big issue for us over the last few months, but that seems to have peaked and thankfully there has been a big reduction since the 1st March. Hopefully this will continue. Despite the ongoing and much publicised cost-of-living crisis, we haven't seen a noticeable drop in basket spend, however, customers are becoming more conscious of value

good sales of Hot Wheels from Mattel.

The new March launches from Lego have proved successful as usual, with highlights being the Fast & Furious Nissan Skyline GT-R and the new Star Wars helmets. These products are generally under £20, so they allow customers on a tighter budget to get hold of the latest new product without breaking the bank. Our strongest categories remain the same as last year: Lego, Pokémon, Plush and Arts & Craft.

Bestsellers for us in the Pocket Money category are the Atomic Fidget Ball and Fidget Pop Tubes, both from One For Fun. Our Pre-School section still sees Gabby’s Dollhouse from Spin Master and Bluey from Moose doing well.

We have already started our preparations for summer, having taken in our Kandy Toys order, and our Wilton Bradley pallets are arriving as we speak. We are always on the lookout for new ranges throughout the year but right now, we are very much looking forward to the new Turtles from Character and we have just placed our Toymaster FOB order for Zuru, which looks very promising for later in the year. As we go further into 2023, I am sure we will find even more items to bring into the stores and keep the range novel and inviting for our customers.

and what they get for their money.

Our biggest increase in sales this year has been in Lego, especially the new launches in January and March, which have been well received and stimulated business in store. We have noticed that sub €20 items have been doing particularly well, especially nearer the weekends for birthday parties, and the collectible Squishmallows

Talking Shop

range remains a big seller. Our outdoor toys are also starting to take off as the weather improves. Other than that, we’re seeing sales across all ranges.

We find fidget and sensory toys are still doing well in Pocket Money, and Trading Cards are also performing very well, especially Premier League cards from Panini and Pokémon cards; in fact, anything Pokémon is still going strong. Games and puzzles from Orchard Toys are a steady seller for us and

Hoppy to help A

s we write this, Easter is just under three weeks away, and sales continue to be better than anticipated. We have definitely been helped by several days of teachers’ strikes, as those days have been like a single day half term - and have not harmed the weekend trade either.

The bestsellers continue to be dominated by Pokémon and Squishmallows. We’ve had a mix of the two with Pokémon Squishmallows; these have been really well received, with Pikachu and Gengar plush selling out within days of being launched. It is amazing how many Mums will have received a Lego Flower Bouquet for Mothers’ Day this year – they were in our bestsellers in the week running up to Mothering Sunday. We are also seeing high sales across all football card collectibles, including the Premier League stickers and the Adrenalin XL cards.

We have still been out and about a bit; the recent Toymaster Regional Meeting was a very positive day for us. There were lots of good offers from suppliers, and a good FOB programme focused on popular Zuru lines. Most other members we spoke to seemed pretty happy with trade so far this year. The day was rounded off with a nice carvery, which is always appreciated!

The next couple of months involve a bit of planning, with five bank holidays coming up. For Easter, we are organising events out in our malls, to help drive footfall. Easter is always a bit of an unpredictable time – it’s nice to have sunny weather, but footfall and sales are a lot better when the weather is more unsettled. We are still deciding what to do on King Charles’ Coronation Day. We expect to be opening for reduced hours but are waiting for more details before we make a final decision. Hopefully the occasion will bring a feel-good factor back to people and encourage them to come out and spend.

Pocket Money and Collectibles is still a massive category for us. We benefit from the fact it’s a category that is difficult for larger retailers to do very well, and we find it has good profit margins. One of the bestsellers for us (especially at Easter), is the bouncy egg – although they do end up all over our store! Anything squishy or squidgy is still very popular, and it’s essential to keep traditional lines such as marbles and whoopee cushions in stock all the time, as these always sell. Slime and putty are still popular, and Crazy Aaron’s Thinking Putty is selling very well. As the weather improves, anything to do with bubbles is popular; these are great pick-up lines.

In the collectibles category, there have been several new ranges that have impressed so far, with Aphmau and LankyBox from Character proving very popular. It is good to see some new ranges coming through. We are also seeing strong sales on collectible lines featuring Stitch from Lilo and Stitch, he is proving to be extremely popular with whatever products he is featured on.

Even though sales are positive, concerns remain for all our staff and customers regarding the cost of living, especially energy bills and food. To help our staff where possible, we have looked at an early pay increase ahead of April, keeping our pay above the national living wage. One positive for us is the new business rates bills from April. Our stores will have a reduction from then which will help to bring them in line with where they should be. The savings from this will help to offset some of the increase in staff costs, and we’re happy that this means we will be able to support our staff through these times.

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

A major player

Game, owned by Frasers Group, has been a mainstay of the British retail scene for more than three decades. Known for its specialism in consoles, computer games, gaming accessories and licensed merchandise, the retailer is now laser focused on increasing its toy business. Rachel Town, senior trading manager – Toys, and Philip Parker, head of Buying, spoke to Toy World about Game’s approach to the category and why it believes it can become a major player in the marketplace.

hristmas 2022 saw Game tangibly put its stamp on the toy category for the first time in its history. The retailer has been undergoing something of an overhaul for the past couple of years, according to Phil, moving away from a predominantly games business to one that is far more focused on the Toy & Game industry. This has led to big changes in terms of the space the category is afforded, both in-store and in its 140+ House of Fraser and Sports Direct concessions. The latter have taken off in earnest ever since Game agreed to a £52m takeover by Mike Ashley’s Frasers Group in June 2019, and to date the strategy has been a success: there are more now Game concessions across the UK than there are standalone

Game is currently working with a raft of big-name toy suppliers including Lego, Hasbro, Mattel, Jazwares, Character Options, Asmodee and The Pokémon Company – and Rachel says the list is growing all the time. At the London and Nuremberg toy fairs, she and her team were actively seeking out new ranges and suppliers. While some of the retailer’s desired partners aren’t yet fully on board, most are at least engaged in what Rachel describes

Company Profile Game

He adds: “Customers don’t shop the way we in the trade might see concessions: they just look around them and see the things they or their kids need, as well as the things they or their kids want, all within easy grabbing distance and ranged in an attention-grabbing fashion.”

trading cards stood out. Plush is a major growth category for Game, driven largely by Squishmallows and Ty, as well as licensed plush based on top gaming franchises such as Pokémon, Super Mario and Animal Crossing. It’s unsurprising that these lines would resonate with Game consumers, which traditionally have been slightly older console and computer gaming fans. But as Phil explains, the retailer is now skewing its toy offering towards a younger audience.

“Game has always been a go-to destination for video game consumers who would also love to buy Star Wars and Transformers merchandise, for example - the more expensive collectibles,” he notes. “We’re now working our way down the age groups and improving the diversity of our product offering, testing what customers are after. We’ve been pleasantly surprised by how widespread our customers’ tastes are, as well as the age ranges and play patterns they shop for. We’ve also noticed differences between our standalone store shoppers and concession shoppers, meaning we can now enjoy great success with lines such as Care Bears and Barbie, that you wouldn’t ordinarily see in a dedicated Game store.”

Frasers Group is itself a diverse entity, spanning multiple brands and retail outlets. In addition to Game, Sports Direct and House of Fraser, the group owns Flannels, Jack Wills, Sofa.com, Evans Cycles, USC and Everlast, and its customer demographic encompasses everything from value-seekers to high-end luxury lovers. Frasers Group is also driven by its physical presence. Although online is an important part of the business, and one that benefits from plenty of investment, the focus is very much on its bricks & mortar shops and concessions. Phil notes that the department store model is a tough one in the current climate. House of Fraser’s efforts to mitigate this include bringing all the top brands together under one roof – and toys have been a key part of the picture. This emphasis on toys has trickled through to other areas of the group where toys are perfectly placed to excel, such as Game. This is why the retailer, and Phil and Rachel, are so confident that the time is right to push forward into the category and increase its standing as a toy destination among shoppers.

“We have a reward database which tells us what consumers are buying,” adds Phil. “For example, we can see that shoppers buying Marvel video games are also wanting to buy Marvel toys, which gives us some really easy crossover to pick up on.”

Licensed toys may be where Phil and Rachel set their

sights early on, and certainly it’s a core element of Game’s approach to toys, but generic brands have also been performing very well. The pair are testing new ranges all the time as they continue to sound out what works. They’re also creeping ever lower along the age scale, with offerings for previously untapped categories including Pre-School and even Infant toys. Picking up on the importance of crossover once again, Phil highlights the huge potential within House of Fraser stores to site toy concessions near kids’ clothing departments, regardless of whether you’re working with licensed or generic goods. Innovation within stores is playing a big part in drawing shoppers in and showcasing the greatly expanded toy range Game now offers. Phil and Rachel are keen for investment in the store estate, one of the many things Frasers Group is good at, to elevate locations with better displays, fixtures and lighting that, combined, provide an immersive and memorable shopping experience. Game wants to give shoppers a reason to come into town – and remind them how convenient it is to pick up lots of different products under one roof, as they can in House of Fraser or Sports Direct. Phil shares an anecdote regarding one of his recent trips to a Sports Direct store, in which he saw multiple customers clutching football boots or tennis rackets in one hand, and Play-Doh or a Lego set in the other.

Frasers Group is leaning heavily into strong branding within its Game stores and concessions, designed to draw shoppers in and hold them there while the toy range tells a story. Recognising that the potential for branding is slim on a contracting high-street with limited square footage, suppliers including Hasbro, Lego and The Pokémon Company have been working closely with Game to build store-in-store experiences that shout about their brands from the rooftops. Theatrical installations, bespoke fitouts and dedicated brand zones, including some that highlight cross-category opportunities such as bedroom mock-ups, have been a hit at Manchester’s House of Fraser department store. The store’s Slush bar, formerly a champagne bar, has been completely transformed with a fun new Monopoly livery: even the doors of the lifts have been wrapped, turning them into squares from the classic Monopoly board. (Mr Monopoly also made an appearance at Christmas for a meet & greet with shoppers.) Frasers Group has also worked with Hasbro on a Game installation at its Bluewater House of Fraser, which has been similarly well-received.

“Having so many stores which Game could go into might be a challenge in terms of planning, but it’s also a huge opportunity for our suppliers to really make a space their own,” enthuses Rachel.

Phil adds: “Manchester is where we’re focusing our efforts at the moment. It’s very much a best-in-class demonstration of what we’re capable of doing for our partners, but from there we can put these installations into other stores across the UK as and where an opportunity – or need – is identified. Brand owners therefore get the chance to really make an impact at the point of sale, and shoppers get the chance to enjoy inperson shopping the way it should be.”

Phil tells Toy World that the reality of what Frasers Group is achieving with Game in Sports Direct and House of Fraser stores is often very different to the expectation suppliers have, which is often based on visits to Game stores from six or seven years ago. As readers will be able to see for themselves from the pictures accompanying this piece, Game’s concessions are genuinely very impressive, both from a trade insider point of view and that of a consumer. It’s obvious that there are some very strong opportunities out there for suppliers wanting to work with the retailer.

Game’s heritage also translates into toy launch knowhow. The busy video game launch calendar means Game stores and concessions are used to adapting layouts and branding quickly and efficiently. This experience also means that film and TV launches and other major brand moments (The Mandalorian, Barbie, D100) can be used as springboards for boosting awareness of licensed toy lines. The buying team has its finger on the pulse of what is coming through, and has built a hugely successful pre-order model that really drives sales, as it saw with Hasbro’s Heroquest board game. This sets it apart from many other toy retailers and is yet another reason why big toy suppliers are lining up to on-board.

Game’s store teams are also vitally important to the overall retail experience. The company has a special e-learning platform where staff members can find out everything they need to know about new products, meaning a better service for shoppers who might appreciate some input on what toy or video game to go for. There’s also an annual conference where employees can get hands on with product. Ordinarily this would be video games, but in keeping with Game’s current strategy, the past couple of years has seen attendees bombarded with the newest toys and boardgames. Hasbro has once again been leading from the front: last year’s conference had a dedicated Nerf room in which store managers took turns blasting each other with darts during the ‘testing’ process. It’s a tough job, but someone has to do it.

“This emphasis on learning makes such a big difference to our customers,” Phil explains. “If you’ve actually played 5 Alive or Uno then you’re able to talk about what they’re similar to, whether they’re more or less complex than other games you stock, whether a child of a certain age could understand and play it and so on. It all elevates the experience and the opinion of Game (and its brands) that

shoppers go home with.”

Frasers Group has some very ambitious growth targets for Game - 40% YoY in 2023 - and an eye on increasing its square footage within the Frasers Group store estate. To date, concession installations have been centred upon consolidation in certain areas, but the group is now looking at expanding Game into new areas where it doesn’t currently have a presence. This could mean as many as 15 or 20 new concessions this year alone.

As concession models are generally much easier than dedicated store models, which go hand in hand with negotiating rent and rates and often outfitting an entire store from scratch, Game can afford to be quite aggressive. It will also continue pursuing suppliers and categories it thinks will be able to plug a gap within its offering – and benefit from its specialist approach to business.

If you’re interested in becoming one of those suppliers, contact Rachel on Rachel.town@frasers.group.

The toy industry and youth mental health –get involved!

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 how the toy industry can get involved in the mental health of children and teens.

There is a documented mental health crisis in the US among children and teens. In October of 2021, the American Academy of Pediatrics and the American Academy of Child and Adolescent Psychiatry declared a national state of emergency in children’s mental health. In these organisations’ combined 125 years of existence, this has never happened before.

I want to be involved and passionately believe the toy industry should be involved. I came to this conclusion after listening to a podcast earlier this year, which I would recommend everyone to listen to, you can find it at www. thetoycoach.com/podcast/ (mesh-toys-for-mental-emotional-and-social-healthwith-rachele-harmuth).

In the summer of 2022, Rachele Harmuth, head of ThinkFun, Ravensburger North America, and Deborah Gilboa, MD, clinical associate professor, University of Pittsburgh School of Medicine, got to work. Their work has opened my eyes to two things our youth need – namely Comfort in the Moment and MESH (Mental, Emotional and Social Health) skills.

The need for Comfort in the Moment has seen the fidget, plush and sensory toy markets explode since Covid-19. My sales have never been higher on these categories and, while we see it levelling out, it still creates big dollar volume as children gravitate towards these feelgood items. But what caught my attention even more was that kids also need methods to develop MESH (Mental, Emotional and Social Health) skills to protect them from the risky behaviors and self-harm that are too often the result of their mental distress.

These skills include:

• Problem solving

• Perseverance

• Adaptation

• Conflict resolution

• Self-regulation

• Self-advocacy

• Cognitive skills

• Communication strategies

Every stakeholder in the toy industry - including inventors, manufacturers, retailers and wholesalers - has a crucial role to play in protecting the mental health of children through the development of MESH skills. Parents are crying out for help, with 71% believing the pandemic has taken a toll on their child’s mental health, and 67% say they wish they’d been more vigilant about their child’s mental health from the beginning.

Parents and Educators need games and toys that:

• Focus on problem solving and perseverance

• Encourage storytelling

• Present new or increasing challenges over the duration of play

• Attract children and their adults

These MESH skills, when put into practice, teach children how to identify and

from America

has shifted dramatically to mental health, and now parents want help protecting their kids.

Does play offer the solution? Putting toys and games that build MESH skills into the hands of parents will provide tools for them to teach these valuable skills. These tools will support parents’ strategies and ideas to teach them openly and to work with children.

Our industry is in a prime position to impact the mental health of kids, and it’s vital that we do so.

We can all start with these 5 steps:

• Understand mental health obstacles children and adults face.

• Show empathy and attention to these concerns in our outreach to parents, adults and educators.

• Design toys and games that emphasize MESH skill building.

• Demonstrate and communicate the MESH value of our toys and games.

• Create changes at the individual, family, school and community levels to offer more opportunities to children for play.

This is a global toy industry initiative, but we all owe a huge debt of thanks to Ravensburger for allowing Rachele Harmuth and Dr. G (as she is known) the ability to front and promote this work. To learn more, visit MESHhelps.org. There are retailer and manufacturer packs available now to help businesses, teams and staff members begin this education and support children and parents.

At Learning Express, I have made index cards available and our local retail staff will be trained and educated to help families deal with mental health issues. This is not only the right thing to do but good for business as well. I would recommend all toy stores, not just in the US but all around the world, to join us this year in this activity. I’m sure we will all look back and say we‘re glad we did.

Games & Puzzles

Playing to win

It’s set to be a big year for the Games & Puzzles category, with landmark moments and anniversaries, film launches and more all bolstering a raft of major new launches. Toy World takes a look at some of the games and puzzles to look out for this year, and speaks to a selection of leaders in the space about what makes their products great.

WWhen this issue of Toy World comes out, it’ll be a little over four weeks till one of Britain’s most exciting events for decades takes place: the coronation of King Charles III on 8th May. The first to take place on a weekend since 1902, when Edward VII was crowned King, Brits will doubtless indulge in celebratory activities – such as completing a puzzle or playing a game created to mark this historic occasion. Winning Moves is releasing a special edition Kings & Queens of Britain Monopoly; Tomy has created a new Best of the Royals addition for its Logo range, while Ravensburger, Jumbo and Gibsons have all unveiled new puzzles. These new offerings are already proving popular, so retailers should act quickly if their shelves are ‘royally lacking’.

“We can’t believe the success of our celebratory puzzle, Coronation of a King,” says Samantha Goodburn, marketing manager at Gibsons. “It launched on 10th February and sold out in just four days. We showcased the puzzle at London Toy Fair, Spielwarenmesse and Spring Fair, and were blown away by the response from buyers. It’s been both a trade and consumer best-seller and we are overjoyed with the reviews it’s received to date.”

Ravensburger has welcomed the award-winning artist and illustrator Eleanor Tomlinson to its adult puzzle portfolio, allowing it to secure her 1,000-piece puzzle, Coronation Capers. Coronation Capers features a typically British scene: breeds of dogs associated with the Royal Family, surrounded by bunting and overlooking The Mall, crowds and London’s iconic skyline from the Buckingham Palace balcony. Katy Fletcher, head of Marketing and Product Development, told Toy World: “I’m a dog lover, so

Toy World 40

this stunning puzzle immediately caught my attention. It’ll be a joy for puzzlers to piece together and something for fans of royalty to cherish for years to come.”

2023 marks 100 years of Disney, so a raft of Disney licensed games and puzzles has been released. Cartamundi is continuing its Princess Race Home game, part of the Shuffle Disney collection, while Ravensburger is marking the occasion with a Disney Labyrinth 100th Anniversary edition and six Disney 100 300-piece Puzzle Moments.

Disney isn’t the only one celebrating an anniversary: this year, Scrabble celebrates 75 of being ‘fun beyond words’. Keeping the Scrabble brand firmly up to date, Scrabble Vision brings tech innovation to traditional Scrabble gameplay. The app can quickly total scores, verify words, countdown and track turns, and level the playing field for younger players by offering word hints.

“This strategic word game was the first to encourage creative thinking through unpredictable play and is known worldwide for bringing people together in the spirit of competitive fun,” says Kelly Philp, marketing lead at Mattel UK. “Scrabble, along with Uno and Pictionary, is an evergreen classic that I’m sure everyone has played. All these games remain key drivers throughout 2023.”

MADELEARNING FUN!

Feature Games & Puzzles

lingering effect from the lockdown years’. University Games has likewise noticed rising demand for games that can be both single and multi-player. UK-based Big Potato recently signed an international deal with US company Buffalo Games which has seen both companies start distributing each other’s games in their respective countries. For Big Potato, this means being able to bring the best-selling Chuckle & Roar range, as well as Pop-It Pro, Pop-It Pets and Junior Detective, to UK retailers and consumers.

“We really couldn’t be happier,” says Dean Tempest, the CEO and founder of Big Potato, when asked how the deal is going so far. “Buffalo is a strategic retail expert, and I don’t think there’s a better company when it comes to managing the product market fit and productivity with retailers. The fact that we can bring its biggest hits to the UK for the first time is incredibly exciting for both us and our retail partners. With its track record of creating successful titles, and our ability to harness social media to increase the visibility of our products, it should hopefully turn out to be a brilliant long-term partnership.”

Big Potato is also releasing a number of its own new games this year, including You Can’t Say “Umm…” and Get The Ick, which marketing manager Ellie Bavester describes as ‘a small & light party game that came about through research into TikTok trends and ways to engage the alwaysonline Gen Z audience’. She adds: “From a professional sense, it’s going to be a fun project to work on; I’m really excited to see the potential it might unlock for us online. And from a personal point of view, I just can’t wait to play it with my friends.”

Licences are also having an impact on the category this year. The Super Mario movie, starring Chris Pratt, arrives in cinemas on 5th April. Both Epoch and Tomy are on board as licensees, with the former’s Super Mario Route ‘n Go! game joined by Tomy’s new Pop Up Super Mario. Mary Wood, managing director UK & Germany, Tomy, says: “We’re hugely excited about launch of Pop Up Super Mario, which arrives on-shelf in time for the film launch and will attract adult players as well as kids. As a licensed version of the classic kids’ game, Pop Up Pirate, we’re tapping into both an evergreen play pattern and fans of the Super Mario franchise. It’s probably one of the launches I’m most excited about this year, alongside our new party game, The Game of Saying ‘Huh?!’.”

Files Mysteries series, and Vivid introduces Lunar Dial for autumn/winter.

“We feel proud to be a driving force in the Crime Games category, from our now evergreen Escape Rooms through to Unsolved Case Files and Lunar Dial, based on the hugely popular Morbid podcast,” says marketing controller Chloe Burrowes. “It shows that consumers really are inspired by so many different media touchpoints and want to re-create their enjoyment of crime and mystery themes by playing these games at home.”

Some companies are taking existing product lines or technologies and turning them into games. Plus-Plus, for example, has created a new Puzzle by Number range utilising its unique construction blocks, allowing kids to piece together impressive pictures that can be displayed around the home once finished, or broken down and used in other builds. Spin Master has done a similar thing with its highly tactile Kinetic Sand, which is a core component of the award-winning Sink N Sand game. Richard Dickson, general manager, Sales & Marketing, Spin Master UK, says Spin Master performed well in the Games & Puzzles category in Q4 (as well as throughout the entirety of 2022) in the UK, driven in large part by the success of Sink N Sand, which earned multiple awards and garnered much media attention.

HoloToyz, meanwhile, has applied its augmented reality technology to a new range of 4D cube puzzles and jigsaws. Seamlessly blending digital and physical play, the range invites kids to complete their cube or puzzle before bringing it to life using the kid-safe HoloToyz app. Co-founders Kate Scott and Declan Fahy say the launch of their new 4D cube puzzles and jigsaws is an exciting development for the company, which also produces trading cards, books, decals, stickers and temporary tattoos.

Somewhat Scrabble’s junior, but nonetheless celebrating its own impressive anniversary, Cranium – billed as the mother of all party games - is 25 this year. Working in partnership with Hasbro, Funko Games is releasing Cranium 25th Anniversary edition featuring 18 new or reimagined activities and plenty of fresh content, plus a modern new board design. This will be followed by extensions to the range including Cranium Big Brain, Cranium Hullabaloo and Cranium Hoopla, all of which Funko expects to perform very well.

Funko’s confidence is not misplaced: numerous contributors in this issue including Tomy and Big Potato have highlighted the ever-growing demand for party games among players both young and not-so-young. This might be down to the current economic climate in the UK, with consumers looking for budget-friendly ways to entertain groups of people. Within the Adult Party Game category, Spin Master has turned a viral social media trend into the hilarious new Tell Me Without Telling Me; Explosm continues to see success with its light-hearted and cheeky adult party game Master Dater, and the drinking/party game Under the Influence is set to launch for summer via VR Distribution.

James Vaughan, head of Game Development at the family-friendly party games specialist Big Potato, has noticed an influx of party games that can be played by smaller groups or solo players, something he says ‘feels like a

BBC’s smash hit gameshow The Traitors has also been turned into two new games, one of which is Ginger Fox’s The Traitors: The Official Card Game. Vivid Goliath’s marketing controller, Chloe Burrowes, meanwhile, says the entire company is excited for its own offering, The Traitors The Official Boardgame. She tells Toy World: “The Traitors took the world by storm last year and with a UK second series commissioned, and 34m downloads of series 1, we can’t wait for fans of the show to play the official board game and find out who among them are Faithfuls - and who would dare enjoy being a Traitor.”

In terms of themes, unicorns are prancing ahead with both Curious Universe and Orchard Toys releasing new unicorn-themed games for 2023 (readers can find out more about these games in our special Touching Base feature on new launches, starting on p. 44). Music is also hitting the right notes in the Games category this year: Ginger Fox welcomes the official Popmaster Board Game based on Ken Bruce’s popular radio quiz, James Galt is bringing the European sell-out success Hitster to the UK & Ireland, and Vivid Goliath’s Beat Blast offers a new way for players to combine music with play.

Crime and mystery remain popular themes too, and there’s no shortage of new titles to try out this year. Moose brings Hunt a Killer to the UK for the first time, What Do You Meme launches Who Killed Mia?, University Games welcomes Mission: Black Hawk and Murder Noir to its Case

It's also worth noting that this year, we’ve seen iconic game brands brought to consumers in imaginative new ways. Hasbro recently invited players to solve the murder of Boddy Black via its immersive Instagram experience, and a new Dobble ride, Dobble Tea Party, has arrived at Thorpe Park. As part of the partnership, Dobble will also create a special Thorpe Park Resort edition of the game featuring symbols of the theme park’s rides and events such as Stealth and the award-winning Halloween event Fright Nights. Hasbro is working closely with the retailer Game on strong in-store branding across games including Monopoly: find out more about this, and how Game is taking a fresh look at the Toys & Games market, on pages 34-36.

According to Big Potato’s Ellie Bavester, the company is investigating how it can provide its key retail partners with bespoke marketing plans and tailored, individualised support. She says: “We know that a one-size-fits-all approach isn’t the most effective way at reaching each partner's unique market. Aside from our usual POS offering, we’re also working on some new POS plans for Christmas, and we’re really excited about getting in stores and in front of customers.”

Over at Spin Master, an expert group of ‘Games Squad’ influencers will be creating engaging content for summer that promises to drive footfall to the company’s retail partners. Richard Dickson says Spin Master is also exploring opportunities for in-store game days and demos. And Mary Wood tell us that Tomy working closer than ever with its retailers to maximise joint reach, ensuring it has presence on its social channels as well as online banners during key periods, and driving consumers to retailers via TV tagging as well as social media campaigns.

In the following comprehensive feature, you’ll find all the information you need to know about this year’s biggest and most exciting games and puzzles, plus personal opinion from a raft of major players about the launches they’re most looking forward to.

touchingbase Games & Puzzles

Katy Fletcher Head of Marketing and Product Development, Ravensburger UK

Last summer, we announced an exciting collaboration with Disney: the Disney Lorcana collectible trading card game. This is my most anticipated launch in 2023, made even more exciting as we’re launching in Disney’s centenary year.

The development of Disney Lorcana has been a truly global effort. Our core team has over a century of combined trading card game experience, and they have worked incredibly hard alongside Disney’s own product design team to create a fun and beautiful game that will launch in August.

In Disney Lorcana, players take on the role of an Illumineer and use magic inks to summon ‘glimmers’ of Disney characters. These glimmers can appear either as familiar friends or in fantastically reimagined forms. Together, Illumineers and their teams of glimmers explore the world of Lorcana and search for lost lore.

As we’ve got closer to the launch, it’s been a joy to see gamers and Disney fans react to news and reveals. Disney Lorcana has more original art than any other Disney product ever created. Our team has also created a game that will be welcoming to Disney fans and TCG beginners while having enough strategy to engage experience players. We will release four new card sets each year, each with approximately 200 unique cards.

David Norman

President of Global Games, Moose Toys

We’re always looking for new and innovative products, and new experiences for our customer base. Keeping to the very high standards we have for products sold through our channels, we think Hunt A Killer offers an incredible selection of games that we know our retail partners and their customers will love. Hunt A Killer has sold well over 1,000,000 units and is one of the leading adult games brands in the United States, so we are thrilled to bring it to the United Kingdom.

What makes Hunt A Killer so great is that it comes with few rules but plenty of painstakingly created evidence that players need to sort through to find the killer. Moose will feature the case Death at the Dive Bar during the brand’s launch in autumn 2023. In this mystery, players and their fellow detectives are in charge of investigating the demise of local tavern owner Nick Webster, who has fallen to his death from a cliff behind his bar. One of his employees suspects foul play and she needs players’ help to prove it as they discover if they have what it takes… to Hunt A Killer.

Game, our tabletop adaptation of the hit new ITV game show.

Translating a TV gameshow into an immersive tabletop experience that can be enjoyed by the whole family is an exciting but challenging task, but the guys at Hello Dolly and Mitre Studios have been fantastic to work with. We spent a great deal of time perfecting and testing the concept. You can imagine the challenges involved in developing a game-board worthy of being ‘Limitless’, and one which matches the scale and excitement of the iconic money ladder from the show.

To further add to the immersion, we’ve created some really nice digital functionality that replicates the high-pressure, quick-fire Life Builder round from the show with all the sound effects to add to the tension.

We feel the result is a unique board game proposition that delivers all the excitement and tension from the show right to players’ dining tables.

touchingbase Games & Puzzles

Mark Jones

Sales director, University Games

My favourite has to be Forbidden Games’ Raccoon Tycoon. I just love this strategy game: it is innovative and captivating and really brings out the competitive side of me. Raccoon Tycoon was born from a Kickstarter campaign in the US and has already proved itself across the globe, recently winning Game of the Year in Australia. It’s very exciting to bring this award-winning strategy game to the shelves of UK retailers this spring.

Set in Astoria, Raccoon Tycoon is a fun and accessible gateway game of commodity speculation and town development. Players attempt to corner the market on the most valuable commodities, create a small fortune and become the ‘top dog’ in Astoria. The lower complexity level coupled with higher strategic play elements, alongside superb production quality and beautifully illustrated artwork, make Raccoon Tycoon a fantastic, all-round, family strategy game.

Kate Gibson

Managing director, Gibsons Games

Following a hugely successful Kickstarter campaign, I am incredibly excited that we are bringing back Kingmaker. First launched in 1974, the game makes a much-requested return.

Simulating the 15th century Wars of the Roses, Kingmaker was invented by the late Andrew McNeil. Players control ‘factions’ using their military and political power to control and influence the Lancastrian and Yorkist princes, supporting the heir in their control as king while trying to take down all other heirs.

The Kingmaker team has been working on the relaunch for over two years and it’s been a real project of passion. The task was to honour the wishes of the many Kingmaker fans by not only resurrecting the original game, but also creating something better and more suited to today’s gamers. The team acknowledged that the original game had some shortcomings so collaborated with Kingmaker expert Alan Paull, from Surprised Stare Games, to develop the new version, which offers four games in one box.

We were blown away by the response to the Kickstarter campaign when it ran last October. It was funded within 24 hours and we ended up making 220% of our target. With such a huge international demand for this game, we’re really excited to launch to trade on the 24th April and encourage customers to get their orders in as soon as possible.

Hannah Preston

Social media manager, Galt Toys

Following its incredible success in Europe, I (as well as the rest of the Galt Toys team) am thrilled to launch Hitster in the UK under the Jumbo brand. I’m incredibly excited about Hitster. Party games is a new area for the company, and what better time for a game like this to hit the market but summer. Hitster is a fast-paced music card game. Players use Spotify to listen to songs and guess the year they were released.

As both a game fanatic and a music lover, Hitster is the perfect combination for me, promising an unforgettable game of laughter plus plenty of singing and dancing with family and friends. With over 300 of the greatest hits from the last 100 years, it really does have something for everyone. As a must-have party game for 2023, Hitster has already sold out in our European markets. We expect it to do the same in the UK following fantastic early consumer and trade show feedback, so we’re urging all retailers not to miss out on the fun. Get ready to play Hitster and have a blast.

touchingbase Games & Puzzles

Stephen Brissaud

Senior director EMEA – Games, Funko

Funko Games, in collaboration with Hasbro, is thrilled to have the opportunity to reimagine not only the classic game but the entire Cranium franchise line for its 25th anniversary.

We’re introducing classics such as Cranium 25th Anniversary Edition and Hoopla to a new generation of millennials, Hullabaloo and Big Brain (a totally new game) to their children and bringing long-time fans back to the tabletop with their families for all-new experiences.

Cranium was the first game to define the party game genre and was popular among Gen Xers back in the 1990s, when they were 20-somethings. I fondly remember building pyramids of freshly minted Cranium games in the retail game chain I was the buyer for; they would vanish within hours. Today, Cranium is remembered as a go-to party game for friends and families. I’m excited to be a part of the team given the opportunity to evolve and re-introduce the popular franchise to a new generation of players. With four stimulating and unique offerings available within the Cranium brand, long-time fans will want to return to the table with their friends to experience it all over again for the first time.

This is a new chapter in the story of Funko Games, and we couldn’t be more excited to launch it to consumers in the summer of 2023.

Declan Fahy Founder and sales director, HoloToyz

As technology advances, children are increasingly drawn to the digital world for entertainment, leaving traditional toys behind. But what if we could bridge the gap between physical toys and the digital world, creating an experience that combines the best of both worlds? That's exactly what we at HoloToyz have achieved with our new 4D magnetic puzzle cube, BlokPix.

At its core, BlokPix is a traditional puzzle cube that challenges children to use their spatial reasoning and problem-solving skills to assemble it. But once the cube is built, the real magic happens. Using a smartphone or tablet, children can scan the cube puzzle and watch it come to life with HoloToyz’ Awesome Reality, including animations, sound effects and interactive elements.

What makes BlokPix so exciting is its ability to seamlessly blend the physical and digital worlds. Children get the satisfaction of completing a puzzle and the added reward of seeing their creation come to life. It's a perfect example of how technology can enhance, rather than replace, traditional play.

At HoloToyz, we believe that children shouldn't have to choose between physical and digital play. By creating innovative toys like BlokPix, we hope to inspire a new generation of children to embrace the best of both worlds. And this is just the beginning - we're already working on new ideas and partnerships to bring even more exciting experiences to our customers.

Austyn Romero Senior designer, Ridley’s Games

We are absolutely thrilled to be launching our first ever Ridley’s board game: Van Life. Players will take a tour of the fantasy island of Vantopia to visit popular tourist attractions such as Trifle Tower, the Pyramids of Cheesa and San Fran Disco Bay. As players move their wooden van meeples around the board, they’ll collect points for learning new skills, going on adventures and embracing anything life on the road throws their way (free pass to Wood Sock Festival, anyone?)

Over the past few years, we’ve really been feeling the wanderlust here at Ridley’s, so we wanted to create a game that not only filled the travel void but also inspires a desire to get back out there and explore – and Van Life does just that. Plus, we designed the box to be compact and portable compared to other board games, making Van Life the perfect travel companion. As much as we love to travel, we also know it’s essential to have some entertainment on hand in case of delays or not-so-sunny days.

We’re so excited for Van Life to be out in-store and online, and we hope everyone who takes the tour will share their adventures with us using #ridleysgames.

touchingbase Games & Puzzles

Steve Asbey

UK sales manager, Cheatwell Games

When we presented our new games at London Toy Fair this year, we were really excited about the feedback and reaction to Wild Guess in particular. It’s an easy game to set up and play, and whilst it’s hilarious listening to some of the answers, it’s also a little nerve racking to play as you don’t want to look like a complete chump.

You are given a question, to which the answer is always numeric, write down what you think the answer is on your pad, and then everyone playing has to reveal their answers. The closest player to the actual answer wins two points. The winner is the top scorer after 20 rounds, meaning each game lasts about 30 to 40 minutes.

There are over 500 confounding brainteasers to answer, such as: minutes it takes a camel to drink 30 gallons of water, number of starting contestants in the TV series Squid Game, average number of hairs on a human head, quantity of eggs used in the world’s largest omelette, and ‘one billion seconds is how many days?’. As the answers are on the back of each card, the question master can play too.

Wild Guess is part of the new travel range we are launching this year. Other titles include Travel Family Quiz Night, Travel Family Charades and Travel Take 10, the animal, mineral or vegetable game. All are packed in sensible carton sizes and have SRPs of £13 or less.

Craig Wilkins

Senior vice president Marketing, EMEA & Asia, Hasbro

It’s so difficult to call out one item, especially given the incredible innovations we have planned for the second half that we aren’t able to talk about just yet. However, the recent Cluedo refresh which we have just launched is a really exciting moment for Hasbro. We have taken an already iconic game and reimagined it, offering players and fans a thrilling new experience.

To make the refresh even more exciting, we brought the game to Instagram with our first ever global, online murder mystery. Crime solving sleuths were given the opportunity to get on the case and investigate the mysterious death of Boddy Black in a whole new way. The Cluedo characters of 2023 were transformed them into metahumans, sharing new evidence, suspect testimonies, witness statements and first-person accounts that drew viewers around the globe through the twists and turns of a refreshed, first of its kind, Cluedo mystery.

Simon Prest

Sales director, Orchard Toys

Our new title Unicorn Fun! is a must-buy game for any unicorn fan. There’s so much more than you’d expect in this game: in fact, it’s three games in one, making it great value for money. This is obviously good news for consumers, especially when their purses continue being squeezed. The three magical fun gameplay and have cleverly designed to be totally different. This variety is a really strong selling point as its great for extending the length of time kids play and therefore keeping them entertained for longer. Unicorn Fun! is also ideal for birthday and Christmas gifting.

The Instagram campaign has driven high awareness and demand for the game, and the reaction we’ve received from retailers and customers has been excellent. I can’t wait for everyone to enjoy the Cluedo mysteries slated to keep coming throughout 2023 as we continue to accelerate the franchise.

Could you describe

£19.99 RRP

You’ve got 45s to describe some seriously weird word combos to your team, while your rivals lie in wait, ready to ring the bell every time you slip up. For each ding, they score a point, so try to keep it together!

You Can’t Say “Umm” will be available to order from June. To find out more about our latest super-simple party game, contact… err… ahh… trade@bigpotato.co.uk

touchingbase Games & Puzzles

John Briggs Commercial director, Epoch Games

We’re really excited about the continued growth of our Games division with our latest game launch, Super Mario Rally Tennis. With the new Super Mario Brothers Movie just around the corner, this title is sure to be a big hit, just like our other games.

An action-packed tabletop tennis game, Super Mario Rally Tennis features Mario and Luigi figures which slide left and right under your control to receive the ball. Hitting the button at the right time serves and returns it to your opponent - there’s definitely an element of skill involved - and a handy scoreboard helps players keep track of the match in true tennis style.

The figures are interchangeable with those in our other games as part of the Super Mario Link System, driving collectability while keeping the gameplay fresh. Suitable for players from the age of just five, it’s ideal for encouraging the whole family to get involved in a bit of healthy competition as they find the Rally Tennis champion. Plus, as no batteries are required, it provides fun straight out of the box.

Alex Green Managing director, Asmodee

At Asmodee, we’re excited to announce the launch of a new way to play the fast-paced, observation game Dobble - Dobble Connect – which will be available this summer. Like Classic Dobble, in Dobble Connect players must match the symbols with that of another card. The difference with Dobble Connect is that players now play in teams and must join up hexagonal cards by matching the common symbols to win. The pressure is on as everyone plays simultaneously, and players can use their cards to block other teams before they connect.

This exciting new release offers increased complexity and modern graphics featuring lifestyle items. Dobble Connect will appeal to teens and adults who have grown up with Classic Dobble and want to continue the fun with their family and friends with a more complicated version of the much-loved game. Like the rest of the Dobble range, Dobble Connect provides fast-paced family fun.

John Styring CEO, Curious Universe UK

We have so many exciting products being released this year thanks to our brand-new Curious Universe Games range. If I had to choose a personal favourite, then I would go for 3D Unicorn Racers. In this exciting game, players must race to the top of a dreamy rainbow with their unicorn play pieces, collecting sparkling gold along the way. Whoever bursts through the clouds and reaches the top first becomes the ultimate rainbow racer.

I think the 3D aspect will be a huge appeal to young children and will get the whole family involved as they interact and ascend the board. Visually, the artwork is vibrant and appealing, whilst the gameplay will really engage the young players, solidifying it as a family favourite.

Additionally, we have placed a huge focus on sustainability for this launch and have made determined efforts to look at slot-together card-based playing sections and sustainable packaging solutions. I’m excited to showcase how our commitment to becoming a sustainably aware company is reflected in this brilliant, eco-conscious board game.

Andrew Brown Head of Marketing, Cartamundi

We are bringing a new Spidey Mystery at The Museum game to market this year as part of our Marvel licensed Spidey Games & Puzzles range. Spidey and his Amazing Friends continues to be a huge success on CBeebies and Disney Channel, so consumer awareness of the series and associated licensed products is at an alltime high.

The gameplay is beautifully simple, meaning children can immediately grasp it, and the addition of Spidey goggles makes it a fun, exciting and immersive experience for younger children and fans of the series. All kids’ favourite characters appear within the game including Spidey, Spin, Black Panther, Doc Oc, Green Goblin and Ghost Spider.

Games & Puzzles

Curious Universe

01225 614 310 | www.curiousuniverse.co.uk

sales@curiousuniverse.co.uk

Curious Universe is taking bigger steps into the toy arena for 2023, having showcased its new, licensed range offerings at this year’s London Toy Fair. A new collection of Curious Universe Games is due to be released later in 2023 and promises to inject fun, creativity and inspiration into this competitive market.

Developed with sustainability, family fun and adventure at its core, the whole family can race through space and whoosh over the rainbow and build with the new games. Completely plasticfree, the games consist of card and wood-based playing pieces, with exciting themes designed to inspire children and encourage family game play from an early age.

Junior Jigsaws are designed to captivate and entertain children and each puzzle suits a different level of development, so little ones can develop their hand-eye coordination plus their sorting and matching skills while having fun.

Featuring stunning, professional photography, Curious Universe’s Mindboggler Puzzle range of 1000-piece puzzles depicts the spectacular natural environment and the majestic animals that inhabit it, as well as a selection of the most iconic buildings from around the world.

Curious Universe is committed to increasing sustainability within its puzzle collection by increasing the use of FSC-certified materials in its successful puzzle range by 100%, reducing the packaging size and switching from plastic to kraft paper bags.

Moose Toys

01637 882200 | www.moosetoys.com

Benefitting from a number of partnerships with best-in-class developers, Moose’s portfolio includes games that are sure to make everyone in the family laugh and smile.

Flipslide, the addictive, fast paced puzzle/skill game, challenges players to master the moves and beat the blocks by flipping to find the colour and sliding to match the lights. The game can be taken anywhere and played anytime. There are four different games modes to choose from: players can beat the clock in Speed Mode, challenge their skills in Level Mode, test their memory in Memory Mode, or challenge their friends in Multiplayer mode. A game requiring fast minds and slick moves which has been building its success in the UK for years, Flipside was the third biggest growth-driver in the Electronic Games category for autumn/winter 2022 and took the No. 1 spot for Moose Games in the UK for value at the same time.

Perfect for movie and TV fans, Clipology is the only board game that streams real content clips. This innovative gameplay element means players can show off their pop-culture mastery as part of a memorable, social gaming experience alongside the iconic characters and stories they love. Inspired by the early 2000s hit Scene It, Clipology has been given a modern-day upgrade - access to the world’s best content from top studios –and can be enjoyed by up to four players (or teams).

Players can challenge their friends and family with 12+ types of unique video challenges and puzzles, as well as thousands of the most memorable moments from the world’s best TV and movie content on the cloud. Content can be accessed on any screen with just the internet - no app is required. Clipology is suitable for players aged 13 and over.

Character Options

01616 339 800 | www.character-online.com

sales@charactergroup.plc.uk

Character Options has launched an innovative new concept for the games category: TapTap Smart Fidget.

TapTap Smart Fidget is a palm-sized fidget gamer. The ultimate boredom buster enhances the basic fidget function with five hightouch, high-tech games that combine play and learning, targeting a host of specific skills. In Match-It! players flip the white pixels by tapping them in a bid to find matching colour pairs, while in Sequence, the objective is to repeat the sequence displayed on the outer corners. The other games are Stop & Go, Raindrops, Eat Greens and Copy That.

Games & Puzzles

Abrams & Chronicle Books

020 7713 2060 | www.galison.com / www.mudpuppy.com

info@abramsandchronicle.co.uk

Galison has been bringing art into the daily life of consumers for over 30 years. Sales have been steadily growing ever since its launch due to the wonderfully diverse choice of images, coupled with high quality contents and premium jigsaw puzzle boxes.

Galison’s mission has always been to bring art into everyday life. For its spring 2023 collection, the company has worked with a variety of artists to create products that offer consumers inspiration as well as a chance to relax and escape from the hectic world around them. Whether it’s the new 7 Days of Mindfulness Puzzle Set, the new paint by numbers sets or its awardwinning jigsaw puzzles, Galison aims to bring people the perfect combination of art and activity to provide joy on a daily basis.

Galison is also celebrating its artist partnerships with new products from best-selling collaborations such as Liberty London, Jonathan Adler, Andy Warhol, Frank Lloyd Wright and Gray Malin, plus its two puzzle artist stars – Michael Storrings and Joy LaForme.

All the company’s puzzles offer the highest quality, with pieces that fit into place with a satisfying snap. The puzzle boxes are works of art in themselves, featuring two-piece, matte finish 4-colour art that looks beautiful regardless of whether they are stored on a shelf or stacked on a coffee table. The artwork can be seen across the whole range of jigsaw puzzles, notebooks, paint by number kits and games.

Galison is also the creative team behind the much-loved Mudpuppy brand. From first puzzles suitable for ages two and over to larger floor puzzles for older kids, Mudpuppy offers a vibrant and engaging choice of products including shaped, double sided, glow-in-the-dark, mini puzzles and puzzles-to-go. Product displays form part of the offering, making shelf presentation as easy as 1-2-3.

Abrams & Chronicle Books distributes both Galison and Mudpuppy in the UK market. Retailers wishing to be part of the Galison/Mudpuppy success story are invited to get in touch with the sales team on the email above. Carriage is free and there are no minimum order requirements.

Asmodee UK

01420 593 593 | www.asmodee.co.ukk

Asmodee UK offers an extensive collection of some of the UK’s best-loved games including classics such as Dobble, Catan, Bananagrams and The Pokémon Trading Card Game. Asmodee’s portfolio is growing rapidly with lots of impressive new releases set to take the games industry by storm in 2023.

Launching in summer 2023, Dobble Connect is a new way to play Dobble. Just like the classic game, players must match the symbols with that of another card: however, in Dobble Connect they will need to play in teams and join up hexagonal cards where the symbols match. The first to form a line of their team colour wins. The game is suitable for ages eight and over.

SetUp is an innovative new title within the rummy genre. Players build sets with card-like tiles to score points, but must be careful not to gift their opponents’ points. The game launches in April.

Suitable for players aged 12 and above, The Backwards Game, from Format Games, is a silly party game played in teams. All the questions and challenges are incredibly easy if they are done forwards. However, in this game, everything happens in reverse. Easy to learn and play, Bunnyhops is a new party game. Players aged 10 and over get into teams, place a card on their forehead and try to guess the word, celebrity or song on the card. Their teammates can describe, mime or sing to help give them clues. The team who collects the most points after each round on the board wins.

From this month, Star Wars fans will be able to get their hands on Star Wars: The Deckbuilding Game, from Asmodee and Fantasy Flight Games. A fast-paced game that brings the galaxy-spanning war between the Galactic Empire and the Rebel Alliance to tabletops, Star Wars: The Deckbuilding Game features easy-to-learn gameplay and iconic Star Wars characters including Luke Skywalker, Princess Leia and Darth Vader. In this 2-player game, opponents play as either the Empire or the Rebels. As the game progresses, both players strengthen the power of their starting decks and work to destroy each other’s bases.

Fans of the celebrated Star Wars galaxy will enjoy the opportunity to immerse themselves in the battle of the Rebels vs. Empire. Facing friends as opponents, players step into the hobby gaming world of strategy and anticipation of future moves. With over 50 different cards to play, participants can take command of their favourite Star Wars characters, vehicles and starships, each with thematic abilities. Multiple game sessions can also be enjoyed as players face off again and again using the vast array of strategic elements.

HTI Toys

01253 778 888 | www.htigroup.co.uk

HTI’s Epic Fun games brand offers a broad range of games and puzzles, which include classic family favourites, as well as trend-led, modern themed games.

Instantly recognisable by their bright illustrative packaging, Epic Fun games categories Premium Games, Family Fun and Board Games have now been extended. New category Pick & Play games are perfect for family holidays and have been re-designed to create handy portable versions of games such as Who’s Who?, Snappy Shark, Rocket Drop and Bash & Dash. Epic Fun’s Marble Run games are available in different sizes, including Mega Marble Run, allowing an endless variety of mazes and runs.

Snakes and Ladders is regarded as a worldwide classic, and Epic Fun’s Family Fun 3D Snakes and Ladders in Magical and Dino Editions add a new dimension to this firm favourite.

Also following the Dinosaur theme, the Dino Slime Surgeon incorporates slime and surgery, with players testing their nerves to remove body parts. There is also a colourful Unicorn version.

Epic Fun licensed products are new for 2023. Paw Patrol’s Pop Up Chase tests players’ nerves, with each person taking their turn to slide the themed keys into the base - and trying not to be being the first player to make Chase pop up. Under the same licence, Pup a Roo is a family game in which players see how many puppy accessories they can stack onto Marshall before he tips off all the pieces.

Recycling and sustainability are of huge importance to HTI, and the team has introduced OPRL labelling and FSC certification on all Epic Fun games, with FSC recyclable packaging supplied with all board games as standard.

Gibsons

020 8661 8866 | www.gibsonsgames.co.uk sales@gibsonsgames.co.uk

To celebrate the Coronation of King Charles III, Gibsons has added a collector’s edition to its Royal Puzzle collection. Aptly named ‘Coronation of a King’, the puzzle’s eyecatching montage portrays the tradition and grandeur of the Coronation Ceremony, including King Edward’s 14th-century chair and crown, and celebrates the beginning of His Majesty King Charles III’s reign.

This 1,000-piece puzzle has been created by the talented Victor McLindon; avid puzzlers might recognise his work from another Gibsons best-seller, Queen Elizabeth II. A talented artist, Victor has captured the history and life of both Queen Elizabeth II and King Charles III in a vibrant yet elegant way.

This year, after much anticipation, Gibsons is relaunching its tabletop strategy game, Kingmaker. Gibsons ran a highly successful Kickstarter to relaunch the title, which was funded in less than 24 hours and went on to achieve 220% of the company’s target. First launched in 1974, Kingmaker simulates the Wars of the Roses, the period of sporadic Civil War in England between 1450 and 1490. Invented by the late Andrew MacNeil, the game is based on the premise that powerful noble families used the Lancastrian and Yorkist princes as pawns to gain control of England. Kingmaker is a game of manipulation, deception and unforeseeable incidents, making each play through both unpredictable and a lot of fun.

Gibsons worked with Kingmaker expert Alan Paull, from Surprised Stare Games, to help develop the relaunch edition. The main change is that Kingmaker: The Royal Relaunch offers four games in one, and the board is double-sided so that players can still play the original game should they wish to. There will also be an extended version of the classic game as well as a shorter, revised version.

Gibsons is also launching an impressive new range of puzzles for spring 2023. From Scotland to Windsor, trains and tea parties and everything in between, there’s something for everyone in the company’s new collection. Busy Bees and Beautiful Butterflies are both bursting with vibrant spring colours: consumers will almost be able to smell the flowers in these images. Tea with Grandma and Wandering Through Windsor, meanwhile, transport puzzlers to the near future, complete with warmer days and lighter evenings.

All Gibsons new releases will be available from mid-April.

HoloToyz

01937 586218 | www.holotoyz.com

The launch of HoloToyz's new range of 4D cube puzzles and jigsaw puzzles reflects the company's commitment to both innovation and to ensuring that the children of today do not lose touch with the physical world. These new puzzles offer a unique experience for children, allowing them to build their puzzles and then bring them to life using the free kidSAFE HoloToyz app.

The 4D magnetic cube puzzles are particularly impressive, providing children with fun playability and the challenge of building all six sides of a cube before adding the extra layer of bringing it to life through the app. This innovative technology adds an exciting new element to the traditional concept of a puzzle, enhancing children's cognitive development while also providing an engaging and enjoyable experience.

Jigsaw puzzles are another strong addition to the HoloToyz range, allowing children to build their puzzles and then bring them to life in the same way as the 4D cube puzzles. This combination of physical and digital play provides a truly unique experience that will keep children entertained and engaged for hours on end.

At a time when so many children are spending more and more time on digital devices, HoloToyz is placing a strong emphasis on the importance of physical play. By combining traditional products with innovative technology, HoloToyz has found a way to bridge the gap between the physical and digital worlds, providing children with a truly unique and enjoyable experience.

Smart Toys and Games

01903

885669 | www.smartgames.eu | uk@smart.be

The Smart Toys & Games team is starting to roll out its highly anticipated spring 2023 launches. As a worldwide leader in multi-level logic games, SmartGames uniquely designed spring launches are bursting with fun, brain-busting themes and innovative mechanics to engage the minds of children and adults alike.

Tipped to be one of its most exciting new releases, Smart is unveiling a new game for pre-schoolers from three and over. In Safari Park Jr, the safari animals love to model for the camera. The game challenges littles ones to move the animals into the picture-perfect position for the photo, but they are particular about where they go; the lion doesn’t like water, the elephant can’t climb over the rocks and the giraffes are too tall to fit underneath the trees. This 2-in-1 learning game for toddlers offers both puzzle and play. Kids can use the figurines for everyday play as well as utilise the game board as a shape sorter/path finder as they learn about shapes and concepts such as left, right, on top, in front and behind. Like all games from SmartGames, Safari Park Jr has been created to be passed down through the family as each generation develops cognitive skills including planning, problem solving, visual perception, language and hand-eye coordination.

In the on-trend Cats & Boxes, the felines are dying to get into a box. Players move the puzzle pieces one by one until all the cats are happily inside a cardboard box. This sequential puzzle game for children and adults comes in a compact format and is perfect for on the go play.

Selling in the tens of thousands, the IQ range is an immensely popular collection from SmartGames. Each game boasts a unique and innovative game mechanic offering varying levels of difficulty, meaning that these educational games are perfect for both adults and children as young as six. The award-winning IQ games are easy to pick up but hard to put down and offer a brilliant puzzle solution for the whole family.

April will see the arrival of IQ Twins. The puzzle pieces of IQ Twins are like two peas in a pod, but not two of a kind. The 10 puzzle pieces form five coloured pairs. One part of the duo only fits on the game board in 90° orientations, while the other piece only fits when rotated 45°. This IQ game comes in a handy travel case and includes 120 challenges from Junior to Wizard, suitable for both children and adults.

Perfect for football fanatics, the aim of Plug and Play Ball is to try and fit all seven puzzle pieces onto the ball. However, moving the small starting piece during the game will earn players a red card. This mini 3D puzzle game, aimed at ages six and over, doubles as a fidget game that needs no setup: just plug in and play.

Games & Puzzles

Winning Moves

01706

558539 | www.winningmoves.co.uk

As the company begins to put Q1 behind it, Winning Moves is turning its attention to the rest of the year - and what better way to start moving forward than by celebrating the coronation of King Charles III. This momentous occasion is something most consumers will never have witnessed during their lifetime, so Winning Moves wanted to celebrate by launching not one, but two brand-new commemorative products.

The Kings and Queens Top Trumps pack and Monopoly board game will make ideal accompaniments to the occasion. Both games will be launched in time for the big day on May 6th and are a perfect fit for independent retailers and souvenir/gift shops alike. The content of the Top Trumps game focuses on kings and queens throughout history, ranking them on the length of time they held the throne, their hunger for military machinations, and the age they lived to. But who will be Top Trumps, and where will Charles sit on the Monopoly board? Will he surpass his mother on the Mayfair spot, or will he find a space beside her in Park Lane?

Originally launched in the summer of 2022, Top Trumps Battle Mat challenges players to battle it out in a new way. The game introduces a new element of Top Trumps gameplay. Participants play the game on a tabletop board and each edition comes with game changing tokens that enhance their opportunities to win. To date, Winning Moves has launched two versions of the game - Harry Potter and Marvel Cinematic Universe - both of which have been well received by retailers and customers alike.

For 2023, Winning Moves is looking to more than double that number with the introduction of Lord of the Rings, World Football Stars and Star Wars versions to the range for Q4. The Top Trumps Battle Mat range is also the first in Winning Moves’ offering to feature no plastic components as part of the company’s drive towards greater sustainability.

Tomy

01392 281 927 | www.tomy.com

Tomy Games and Drumond Park have announced that they are set to launch a number of new additions throughout 2023, with more than seven new games enhancing the ever-growing and varied portfolios.

March will see the addition of Pop Up Super Mario. This new iteration of the ever-popular Pop Up Pirate game is based upon the family-favourite franchise, Super Mario. With the new Super Mario movie starring Chris Pratt hitting cinemas this month, this licensed game is expected to be a hit among multi-generational fans of the hugely successful gaming property.

April also promises to be an exciting month for fresh new launches, with Britain’s most popular game, Logo, expanding its collection by welcoming Best of the Royals. Launching ahead of the King’s Coronation in May, Best of the Royals will resonate among those wanting to fully immerse themselves in the royal holiday and test their Royal knowledge against family and friends.

Autumn and winter are set to see several new launches across Tomy’s multiple games categories. Strategy family games is a growing category within the marketplace and Tomy has responded to increased demand with the launch of its latest title, Numerical, which is set to hit shelves in July.

As the second biggest manufacturer of kids’ games, Tomy will be launching no less than three new launches perfect for this demographic: Word Poppers, Pillow Bash and Word Wheels. Targeted at kids but ideal for family gaming too, these additions are fun regardless of who wants to play.

Ideal for fans of classic and retro games, Screwball Scramble will receive a challenging update with Screwball Scramble Level Up, whilst social and party games lovers can look forward to the UK launch of Game of Saying Huh, a fun game in which players must guess other players’ expressions to win points. The game, which first launched in Japan, has already proved highly successful across other markets and Tomy expects to emulate this success here in the UK.

Games & Puzzles

James Galt

0161 428 9111 | www.galttoys.com

Jumbo Games has announced the release of two new products it says are sure to captivate puzzle lovers.

The King's Coronation is the latest addition to the exquisitely illustrated Falcon de luxe puzzle range. This stunning 1,000-piece jigsaw puzzle depicts King Charles III's Coronation at Westminster Abbey in London. Featuring a celebratory special edition purple box, The King's Coronation and will be a joy for puzzle enthusiasts of all ages to complete.

Wasgij is the original brainteasing jigsaw that challenges puzzlers to use their imagination as they piece together the solution to what's on the box. Sure to be a hit with music and puzzle enthusiasts alike, Wasgij Mystery 25 – Eurosound Contest is a hilarious new puzzle celebrating this musical extravaganza in all its dramatic glory. Will these performers have a sparkling surprise in store, or will one overexcited audience member take the spotlight? Puzzlers use the clues to help piece together what will happen next in this iconic 1,000-piece offering.

Puzzlers can also keep their progress safe and secure with all-important Jumbo accessories. The Portapuzzle and Puzzle and Roll ranges provide tidy storage solutions that allow puzzlers to conveniently store and transport their favourite jigsaws. The Jumbo brand always promises something new to discover for all fans of puzzles and games, so consumers are urged to keep a lookout for new releases all year round.

Hitster is a perfect party game for any occasion, providing an evening of laughing, singing, dancing and sharing memories with family and friends. Featuring over 300 of the greatest hits from the last 100 years, and designed for adults aged 16 and older, this ultimate music game can be played with 2-10 players. With its simple rules, the game is quickly explained - then the music card does the rest. Players pick a music card and scan the QR code with the free Hitster app, and the song will play automatically in Spotify. Players guess when the song was released and place it in chronological order in their music timeline before flipping the card over. If it’s in the correct place, they keep the card to create their timeline.

Hitster offers both a competitive and cooperative game option, making it an ideal party game for any crowd. With 308 music cards and 37 Hitster tiles, players will have plenty of opportunities to increase their chances of winning. Already a success in Europe, where it’s selling out quickly due to its unique and fun concept, Hitster is finally arriving in the UK and Ireland.

www.gingerfox.co.uk | sales@gingerfox.co.uk

In addition to its already successful range of games, puzzles and gifts, Ginger Fox is introducing some fresh new lines including popular licensed games perfect for enjoying with both friends and family.

Players can remain 100% faithful with The Traitors Card Game. The hit BBC One series The Traitors has been viewed over 34m times on BBC iPlayer, with a second series already confirmed. The Traitors was a smash hit with younger audiences across all BBC content last year and trended regularly on Twitter during the seasonal period.

In this new game, players are secretly allocated their roles: either Faithful or Traitor. They then work together to build up a communal prize pot of gold, whilst trying to survive both murders and banishments. The Faithful must correctly identify and banish all the Traitors in their midst to win the gold, while the Traitors must stay undetected until the round ends to take the prize pot.

Using the optional digital functionality, players can fully immerse themselves in the tension and excitement when Event cards are drawn: they can secretly nominate and reveal those who are murdered, vote to banish at the round table with the virtual chalkboard, or feel the relief at the discovery there will be no murder or banishment and they can enjoy a quiet night.

Based on the critically acclaimed new gameshow, Ant & Dec’s Limitless Win Board Game invites players to discover how high they dare to climb. Participants can go head-to-head or play solo to see how much they can win on the Limitless Win Money Ladder. Using the digital companion, players answer questions correctly to build up lives for the main game, then use their answer dials to get as close to the exact answers as possible – without going over – to climb the hangable money ladder gameboard and win big.

Music buffs can put their chart music knowledge to the ultimate test with the official Popmaster Board Game. This new title is based on the popular quiz, which has been a cornerstone of Ken Bruce’s national radio show for over two decades. Greatest Hits Radio welcomes Ken this month, bringing the world of Popmaster to a whole host of new listeners. In the game, players answer pop trivia questions from the 1950s to the present day and try to avoid being one year out. Those whose knowledge is up to scratch will get through to the famous 3-in-10 head-tohead final hosted by none other than the real Ken Bruce.

Ginger Fox’s full range of games includes The Taskmaster Board Game, Richard Osman's House of Games Party Game, the MTV Card Game and many more.

Games & Puzzles

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Ice Cream Meltdown is a new game for Goliath. Players take it in turns placing their treats onto the ice cream cone as the slime slowly starts ‘melt’. The first player to put all their treats on the cone wins.

Giant Shark Bite is a larger, reimagined version of the classic Goliath game Shark Bite. Players attempt to snag the most fish and win the game, but if the shark jumps, they’ll become dinner. The more points they accrue, the higher the risk.

Gooey Louie benefits from a redesign that has introduced new features to this nostalgic brand for a new generation. Players take it in turns to pick Louie’s nose, but one wrong move will make Louie’s brain explode and eyes pop out.

Featuring different game modes and difficulties, Beat Blast is a new sequence-based game. Players need quick reactions as they swing the Beat Stick to the rhythm of the music to score points. Different colour lights indicate which movement they need to perform.

From the hit BBC1 series comes The Traitors, The Official Board Game. Players can fully immerse themselves in the Traitors experience from the comfort of their own home as they use their wits to unmask the Traitor. Alternatively, they can remain undetected as the Traitor whilst competing alongside Faithfuls to win the prize pot.

Game Night In A Can features 30 creative mini games to make get-togethers with friends both hilarious and memorable. Pop Off is a quick-play party game that gets more and more addictive. Players pick up challenge cards and get popping with the ping pong balls. The player with the highest score after successfully completing their challenge cards wins. Green Team Wins is all about picking the answer everyone else would pick too. Correct answers mean the player gains points and stays on the Green Team.

A new focus for Goliath is strategy-based games. In Fire Tower, players need to manipulate a raging forest fire to burn down rival fire towers before theirs gets engulfed. This gateway strategy game comes with 200+ high-quality component pieces and is ideal for 2-4 players aged 12+. Alice’s Garden is a Tetris-style light strategy game sees budding gardeners earn points by combining different shaped tiles to plants trees and roses and form a path. This game has a high-quality player board and pieces for a specialty feel. Honey Buzz is a tile-based strategy game in which players build the most prosperous beehive. The box contains 300+ pieces including cards, tokens, beeples, a board and more.

A new addition to the True Crime, Supernatural and Podcast category, The Lunar Dial is a light strategy game. Based on the successful Morbid podcast, the aim is to collect cards, reveal Zodiacs and earn crystal stars to score points.

Goliath has extended the Nexcube line with the Nexcube Keychain and Battle Pack. The key chain is perfect for Cubing on the go, while the Battle Pack is all about solving the Nexcube puzzle by battling against another player. The Battle Pack includes a timer so players can go head-to-head with an opponent as they try to break their record.

One For Fun

0141 613 2525 | www.oneforfun.com

sales@oneforfun.com

One For Fun’s games range currently includes the Muddle Puzzle Space Polygon. Polygon means many sides and Muddle Puzzle’s Space Polygon puzzles have just that. Primarily made from paper and card, these infinite puzzles can be opened up, turned and twisted into various shapes, showing off different space scenes as kids move around the puzzle. The Polygon sits nicely alongside the new Muddle Puzzle Star. Starting off star shaped, this puzzle features different colours and patterns on each side for kids to discover as they open it up, twist and turn it, and move around. Those wanting to baffle their brains even more can try the Double Muddle Puzzle or buy a mini Muddle Puzzle for when they are out and about. The new Muddle Puzzle ranges are launching for autumn/winter. Complementing the existing Muddle Puzzle range, an updated version of the classic puzzle fiddle toy is also launching this year. The puzzle has nine squares showing different colours and designs. Puzzlers enjoy shuffling and sorting these quickly, so the squares all show the same matching colours on each side. The fidget puzzle has been re-imagined to offer a new challenge while retaining its addictive play value and is available in rainbow and solid bright colours. Kids can also choose from mini and double versions. The award-winning Time Shock is a frantic, wind-up, beat-the-clock game that sees players try to insert all the shaped plastic pieces into the correct slots before the timer expires and throws them into the air. A tray in the side houses the pieces and scoring pegs, making this an ideal travel game. Shark Attack adds bite to family games nights: players risk touching the shark’s teeth without triggering

One For Fun’s portfolio also includes classic games, from marbles, Snakes & Ladders and Chess to Draughts, Dominoes and everything in-between.

Games & Puzzles

Hasbro

0208

569 1234 | www.hasbro.co.uk

In January, Hasbro revealed a refresh to the iconic mystery-solving board game Cluedo that combines classic Cluedo gameplay with rich new takes on the original murder mystery storyline, an intriguing and diverse cast, highly-stylised game pieces and the glamorous Tudor Mansion.

Cluedo invites players to immerse themselves in an incredible mystery worth solving again and again. The new Cluedo board expands to form a satisfying 20x20” gameplay canvas, giving players a bird’s-eye overview of the intricate Tudor Mansion. The entire box set is designed to resemble Boddy Black’s desk, which is covered with blackmail evidence he’s acquired, giving players a chance to discover intel that helps unfold the mystery from the front to the back of the box. Gone are the generic-coloured pawns and simplistic murder weapon pieces which have been replaced with sculpted character movers made of metal with a golden finish, and richly textured weapons for a more captivating and aesthetically pleasing feel.

To celebrate the reimagining of the murder mystery game, Hasbro brought to life the worlds first game of Cluedo on Instagram. The social campaign ran throughout March, offering detectives across the globe the chance to begin compiling evidence, meet the suspects, immerse themselves in the world of Cluedo and crack the case on @ officialcluedo.

Hasbro gaming also continues to add value to its portfolio of much-loved classic games with the launch of Monopoly Junior, Cluedo Junior and Twister Junior, aimed at kids aged three and up. This collection of Junior games aims to grow with kids and features double sided boards for maximum gameplay.

Twister Junior is an animal adventure game that grows with little movers. This fun game includes a 2-sided mat and reversible spinner for two levels of play. On the Level 1 Animal Safari side of the mat, kids spin to move along the safari trail. As they take turns, each child has an opportunity to discover colours and re-enact animal sounds and movements. Flipping the mat over reveals the Level 2 Animal Party game; players spin the spinner to see which colour and animal they must place their foot or hand on. The last player standing wins.

Ideal for both existing D&D fans and newcomers to the brand, Hasbro has introduced an alternative way to experience the immersive world of Dungeons & Dragons. In the Dungeons & Dragons: The Yawning Portal strategy board game, fans play as a busy server at an iconic D&D tavern. The tavern’s diverse patrons include 68 heroes original to this game. From thirsty wizards to carnivorous goblins, each has their own dietary preference and unique special effect. Players must read the Hero cards to discover who they’re dealing with.

Games & Puzzles

Epoch Games

0208 049 1377

sales@epochmakingtoys.com

With the release of the hotly anticipated Super Mario Bros. Movie in April, 2023 looks set to be a major year for Epoch Games and its host of new and exciting Super Mario titles.

Available now, Super Mario Rally Tennis is an action-packed tabletop tennis game. Players slide their characters left and right to receive the ball, and hit the button at the right time to serve and return it. A scoreboard helps players keep track of the match in true tennis style, as they compete to see who can defeat their opponent and become the Rally Tennis champion. The game comes with collectible Mario and Luigi figures that can be used interchangeably with other characters in the Epoch Games Link System. Suitable from five and over, Super Mario Rally Tennis requires no batteries.

An exclusive Super Mario Bros. Movie tie-in, Route ‘n Go! launched in March. The aim of the game is to slide the panels, creating a route along which Mario and Luigi’s van can reach the goal without falling from the track. In single player mode, Super Mario fans can try and reach the end in the least amount of moves possible. In two player mode they can either play co-operatively or try to hinder each other’s progress by playing competitively.

Further additions for spring 2023 include the Lucky Coin Game, based on the classic ‘coin drop’ arcade game with moving platforms. The Mario Kart Racing Expansion Set has been designed as an add-on for the brand’s popular Mario Kart Racing DX Game. Featuring two new characters, Bowser and Toad, and complete with karts and launchers, the different weights of each kart enhance racing play while the launchers can be used for thrilling ‘tilt and go’ starts.

VR Distribution

0330

088 0941 | www.vrdist.co.uk

VR Distribution is marking its fifth year in the UK with a bumper release of new games. Its latest launches will further expand the company’s ever-increasing range, which includes global best-sellers such as Cards Against Humanity, Kids Against Maturity, What Do You Meme? and many more.

As consumer desire grows for ways to entertain friends and family without incurring cost, demand for party games grows. For autumn/winter 2023, the company will continue to raise awareness of its party games portfolio and support its retail partners with comprehensive marketing campaigns, focusing predominantly on influencer activity on Instagram and Facebook as well as engaging content on TikTok and YouTube.

There are seven new games launching from What Do You Meme?, the creator of the best-selling game of the same name. The two VR has the biggest expectations for are: Who Killed Mia?, a fun murder mystery game; and Better Than Yesterday, an innovative new concept complete with 365 daily challenges that will help players live a more confident, fulfilling, carefree life. Another, even more highly anticipated release based on one of world’s biggest toy lines is launching soon, but details cannot yet be shared with the trade.

VR Distribution’s pocket money assortment from the Evergreen Duncan range continues to grow, especially among the company’s independent customers. New yo-yos and puzzles enhance the current range.

Storytime Chess launches for autumn/winter in the UK. This beautifully crafted storybook concept is drawn by the award-winning former Disney illustrator Ryan Terry. The custom chess pieces and chess board are dual-sided, meaning they can be used for regular chess or tournament play, while reading the engaging story actually teaches kids to play chess. Storytime Chess has been used as a teaching aid in America for decades, but, for the first time, has been made into a game for retail. The concept is proven to develop multiple cognitive and emotional skills that will benefit children throughout their entire lives. Storytime Chess has racked up numerous awards in the US already - 17, to be precise.

New from Wilder Games is The Audio Game. This adult party title is an Apples-to-Apples style game, a little like Cards Against Humanity. A setup card is read, and players place their funniest audio reply cards in response. These are linked to a mobile device using QR codes via a free smartphone app which lets players hear the well-known audio clips.

VR is celebrating an exciting link-up with the new games company Lucky Egg, which will see the company distribute Lucky Egg’s latest releases. Get Wet is inspired by viral TikTok trends which see people answering trivia questions or finishing song lyrics. This a great game for family and friends. Players take turns being put on the spot and answering 50/50 trivia questions. If the answer is correct, they stay dry. If they get it wrong, they get wet.

Also launching is Shush, which includes a Shush Shooter. The shooter wears the Shush Blindfold and uses their sixth sense to shoot the other player with 12 foam projectiles. The creepers try and complete their mission by sneaking around quietly, trying not to get hit. Suitable for ages seven years and over, the enormously fun game is also highly inclusive.

University Games

0207 254 0100 | www.university-games.co.uk | sales@ugames.uk.com

University Games and The Lagoon Group have over 700 games in their combined portfolio, offering fun and entertainment for the entire family from pre-school children through to adults and families. New lines are launching this year in the murder mystery, strategy games and family games categories.

Demand is rising for games that can be both single- and multi-player. University Games’ Case Files Mysteries series ticks this box. Mission: Black Hawk takes Mystery Case File Games to the next level with an all-immersive multimedia experience that utilises AI. Black Hawk is a live mission to create and execute a plan to stop a cyber-attack. Using a mixture of physical and digital clues, players race against the clock to put plans in motion, while AI lets them talk to agents and pull the strings behind a high stakes heist, all while working against the cartel. Black Hawk and the new Murder Noir Case File join University Games’ extensive range of existing Case File titles and the refreshed Murder Mystery party games.

University Games has brought the innovative Forbidden Games strategy series to the UK. Born from a Kickstarter campaign in 2018 and successfully launched in the US, the Forbidden Games range has gone from strength to strength in the strategic games market. Raccoon Tycoon has been awarded Game of the Year 2023 in Australia, while the new title Mosaic has been named one of the top 30 Best Games of All Time by Tom Vasel of Dice Tower. Raccoon Tycoon is a gateway strategy game for players aged eight years and over and is now available in the UK alongside Mosaic, Lizard Wizard and Dungeon Party. Each of these challenging but accessible strategy games takes approximately two hours to play.

New to The Lagoon Group is the Project Genius range of brainteaser puzzles. The Ecologicals series of puzzles includes titles such as The Great Coral Maze, Honey Hive Secret Box and Jacob’s Ladder. Created from bamboo, these brain training puzzles not only help improve attention span and overall cognitive function but are also kind to the environment. The beautiful 12-strong range of wooden True Genuis puzzles, meanwhile, includes Emperor’s Chest, Chinese Pagoda and The Roman Cathedral Door, all of which will challenge even the most seasoned puzzlers.

Roald Dahl is arguably the UK’s greatest storyteller and holds huge appeal among kids of all ages. Delivered in new, contemporary packaging for 2023 is an inspiring, educational series of games. Matilda’s Splendid Spelling, The BFG’s Whizzpopping Letters and Charlie’s Marvellous Maths all offer three fun but educational games ideal for Key Stage 1 and 2 learning. Also available will be four 250-piece puzzles focusing on The BFG, Matilda, Fantastic Mr Fox, and Charlie and the Chocolate Factory.

Ravensburger UK

01869

363 830 | www.ravensburger.com

Ravensburger UK’s 2023 range of puzzles and games offers an abundance of variety and new launches and includes a nod to a number of notable celebratory occasions and anniversaries, from Disney 100 special editions and a puzzle celebrating the Coronation of King Charles III to the release of the Lord of the Rings Adventure Book Game, the launch of a new wooden puzzles range, and a special edition of Bugs in the Kitchen game celebrating 10 years as a best-seller.

Ravensburger’s UK business prides itself on supporting home-grown talent with its adult puzzle portfolio. The company has welcome the award-winning artist and illustrator Eleanor Tomlinson to Ravensburger with her specially created 1,000-piece puzzle celebrating King Charles III’s Coronation. Available at retail early this month, Coronation Capers is an original artwork celebrating the coronation with a fun, quirky and typically British twist: a variety of dog breeds mostly associated with the Royal Family. Surrounded by bunting, the dogs are depicted on the Buckingham Palace balcony overlooking The Mall, crowds and London’s iconic skyline.

Another early highlight of 2023 is the celebration of 100 years of Disney, a Ravensburger partner for more than 65 years. The best-selling Labyrinth range benefits from the addition of a bespoke Disney Labyrinth 100th Anniversary edition. The company is also launching a collection of six Disney 100 300-piece Puzzle Moments celebrating Disney’s most-loved characters.

New additions for spring/summer include current favourites Paw Patrol, Bluey, Barbie and Marvel’s Spider Man. There are also some eye-catching generic lines launching featuring unicorns, pirates and dinosaurs.

The major 3D puzzle launch for autumn/winter is the Apollo Saturn V Rocket, which will stand at over 90cm in height. Approved by NASA, the puzzle comes complete with a base stand for stable display and offers kids a STEM learning opportunity, with educational information included in the packaging. The Apollo Saturn V Rocket is available for pre-order.

The company’s games business, particularly its ‘immersive’ category, has grown exponentially, with the Villainous brand becoming an international best-seller. This spring’s launch - Marvel Villainous Twisted Ambitions ExpandAlone - can be played either on its own or combined with villains from other Marvel Villainous games. More Villainous launches are slated for later this year.

The highly anticipated The Lord of the Rings Adventure Book Game, (Ravensburger’s third in this unique game-play style) launches this month. With its impressive play format and artwork, the game invites fans of the franchise to embark on a page-turning adventure.

Pre-school gamers will enjoy the new Peppa Pig Photo Game, including a camera which pops out cards and features within the memory board game. A unique way to engage young minds and help develop memory skills, this game is a great option for family time. Shifting the focus upwards a few years, the 10th anniversary edition of the popular Bugs in the Kitchen becomes two games in one with the addition of a celebratory glow in the dark Hexbug.

Games & Puzzles

Mattel

01628 500 000 | www.mattel.com

Mattel continues to strengthen its first-class games portfolio in 2023 with exciting campaigns for its iconic Scrabble and Uno brands.

2023 is an exciting year for Scrabble as it celebrates 75 years of being ‘fun beyond words’. This strategic word game was the first to encourage creative thinking through unpredictable play and is known worldwide for bringing people together in the spirit of competitive fun. The brand has modernised throughout the years, introducing line extensions with new ways to play and licensed offerings that tap into popular properties. Tech innovation such as Scrabble Vision, meanwhile, will help break down barriers and keep the game relevant among the current generation.

To celebrate Scrabble, Mattel will be creating a 360-marketing programme: touchpoints will include a new brand campaign, live events, retail tentpoles and PR activations.

This year, Uno introduces the ‘How Do You Uno’ brand message to drive conversation amongst Gen Z and Millennials. As Uno is much more that just one card game, Mattel wants fans to discover the many ways to play with Uno across products, experiences, occasions and places.

PlayMonster UK

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

PlayMonster UK’s games portfolio continues to go from strength to strength. Toy Fair Hero Toy winner Pigs on Trampolines is a new fun and fast-paced game suitable for the whole family. Players use the trampolines to bounce their pigs into the pig pen. If their pig lands in the mud pit, they collect a mud splat: the player with the most mud splats at the end of the game wins. Pigs on Trampolines is launching for autumn/winter.

The award-winning 5 Second Rule portfolio, which boasts the coveted No. 1 travel game (NPD, YTD January 2023), will be bolstered with the introduction of 5 Second Rule Topics. Launching in spring/summer, the game introduces new themes and content in the Sports, Entertainment and Family categories.

5 Second Rule Relay is a fast-paced new twist on the classic 5SR game. Players must name one thing in under 5 seconds and then pass the relay baton on before they get timed out. It may sound easy – but it’s not. Every player must answer the same question with a different answer - for example, try to name something you’d find at the north pole and pass the baton on before the electronic timer goes off. The baton may be passed back to them too. 5 Second Rule Relay will be available for autumn/ winter.

Games & Puzzles

Cartamundi

01268 511 522 | www.cartamundi.com

Cartamundi’s Shuffle brand continues to develop and extend its licensed Games & Puzzles offering for 2023. Firm favourites remain in the range, supported by additional marketing support this coming autumn, alongside some innovative new character-based games and licences being introduced later in the year.

Marvel continues to be a strong performer for the company. Its successful Race Home game, which features 17 Marvel 3D playing pieces, encompasses a collection of much-loved characters including Groot, Iron Man, Spider-Man, Captain Marvel and Thanos. This family-friendly favourite is perfect for 2-4 players aged six and over, who compete to be the first team home.

In the Marvel Home Sprint game, players work as a team to race across the galaxy and collect all the infinity stones. However, Thanos is also on a mission to collect the stones and may appear at any moment. This game tests who will ultimately claim victory by securing them all first.

Cartamundi is working alongside Disney as it celebrates its milestone 100th anniversary. Already a hit at retail and continuing as part of the Shuffle Disney collection, the Princess Race Home game features 16 3D Disney aim to get their team home first, the easy-to-follow gameplay format involves players rolling the dice to race and landing on another character to send them back.

New for 2023, Shuffle is targeting families and children aged 4-6 with the introduction of Marvel Spidey Amazing Friends licensed games based around one of the top performing series on CBeebies. The collection includes Learn & Match Spidey Dominoes, 3-in-1 Spidey 3 Card Games sets, the exciting Spidey Seek find and seek character matching game, Spidey Bingo, and the mysterious Spidey Mystery at the Museum board game. Each item in the range is designed to encourage the development of memory, matching, social and co-ordinating skills whilst having fun with friends and family.

0333 090 5445 / 07718 702 257 | www.foxmind.com | info@aleto.co.uk

The FoxMind range is all about smarter fun. UK distributor Aleto Games offers a wide range of fun, award-winning FoxMind toys and games that stimulate the mind, help develop reasoning skills, spatial logic, dexterity and verbal expression, and encourage healthy social interaction.

Match Madness is a fast-paced game in which players race to solve the puzzle on the card by flipping, rotating and combining identical sets of five patterned blocks. Sharp eyes, fast hands and quick minds prevail in this fun-filled pattern-matching frenzy, which includes 60 challenges and five levels of difficulty for up to four players aged seven and up. This game is part of a line-up that includes Match Madness Extreme (expansion pack) and Match Madness Duo.

Taiga is a memory and deduction game for the entire family. Players flip a card and find four matching animals hidden under the wooden discs to win. The game includes natural wood components and a handy cotton travel bag for fun on the go. Tagia is suitable for 2-6 players aged

Bermuda Pirates is a magnetic adventure boardgame that develops fine motor skills, logical thinking, memory and social interaction. Players navigate their ship to avoid the magnetic whirlpools: if they don’t, the jewels will fly out of their ship. The first player to get a complete set of jewels wins. There are over 6,000 possible board configurations for 2-4 players aged six

Maze Racers is an exciting game which invites players to build, swap and race with their maze as they develop their creativity, fine motor skills, observation, speed and logical thinking. Each player use foam pieces to build a maze, then swaps their creation with another player, who then attempts to complete the race. The fastest player wins. Maze Racers is ideal for 2-4 players aged eight and over.

Two teams battle for glory in a game that would be ridiculously simple... if it wasn’t all BACKWARDS

John Adams

01480 414 361 | www.johnadams.co.uk

John Adams Leisure’s range of Ideal games continues to grow in strength and volume with exciting new additions in the family and children’s action games category.

Following the success of Don’t Be a Scaredy Bear, John Adams has more fun on the way for kids of all ages, with new action games Flip Frog and Diggy the Dog launching this year. The new games provide plenty of family-friendly entertainment and are sure to become talking points across social media and press - for all the right reasons.

This Side Up is a parcel flipping electronic reaction game. Players follow This Side Up's voice commands, flipping the parcel until the correct colour is facing upwards. As the instructions get faster, the game becomes more challenging; players must keep up with the instructions while avoiding dropping the box and ‘breaking’ the contents.

In Smash Down, everyone knows the answer, but the winner of each round is the first player to smash their finger pointer down on the correct word or number. Players must think, find and smash to see who has the fastest finger.

Fans of word games will enjoy Qwaffle, a game of words and letters players can enjoy on the go. To succeed, they must find a word that matches the starting letter and category. It can be real or as much waffle as they like, as long are they are ready to prove it.

Flipolo is in stock and available to order now. Players need to be the first to flip, switch and place all their double-sided Harry Potter character tiles to match and complete their gameboard. Further strengthening John Adams’ licensed portfolio are two new Teenage Mutant Turtles games, both launching in July alongside the new Mutant Mayhem movie.

The 1% Club is a fun, competitive board game is based upon the hit show and challenges players to answer a question that only 1% of the country can get right, while Electronic Bingo includes everything needed for the ultimate bingo night in, including eight different games to play. In Find Finley, players gather clues and search the map in a hide and seek extravaganza; Toss the Teabag sees participants complete up to 50 ‘tea-rific’ trick shots and Make Me Up is a family facepainting game where players paint the face of the person on their right to match their playing card and others guess what they painted.

The Rubik’s range tests brain power with a range of challenging brainteasers. This year’s launches include the new Rubik’s Re-Cube, a new Speedcube, and a special edition collectible Disney Cube celebrating 100 years of Disney Wonder. John Adams’ commitment to classic brands continues with new additions to the Rummikub and Tetris ranges, including a premium Rummikub City version, large print XXL and a 6-player edition, as well as a new Tetris strategy game for four players.

All key launches will benefit from a mix of TV, VOD, Adsmart and digital advertising as well as full PR, influencer and social media campaigns.

Legends are reborn this month in the Yu-Gi-Oh! TCG

In February 2024, the Yu-Gi-Oh! card game officially celebrates its 25th anniversary. It’s been an incredible two and a half decades; as a cultural behemoth, the property has been a mainstay of modern multimedia since Yu-Gi-Oh!’s

TCG rarity - the Quarter Century Secret Rare. Created specifically for the 25th anniversary celebrations, the Quarter Century Secret Rare design is stunning, and fans are bound to be impressed.

Each box not only includes six special variant Ultra Rare cards but also a bonus seventh Quarter Century Secret Rare, making it the first set to feature one. These special variant cards are some of the most famous within the Yu-Gi-Oh! TCG. They include Blue-Eyes White Dragon, Dark Magician and Red-Eyes Black Dragon, as well the highly sought-after Egyptian God Card Promos: Obelisk the Tormentor, Slifer the Sky Dragon, and The Winged Dragon of Ra. For Yu-Gi-Oh! TCG duelists, and especially those who consider themselves collectors, getting hold of these Quarter Century Secret Rare cards is an unmissable element

Bringing back classic Booster Packs

The first Yu-Gi-Oh! TCG Booster Pack, Legend of Blue Eyes White Dragon, was first released in 2002. It’s one of the six classic Booster Packs included in the Legendary Collection: 25th Anniversary Edition. By bringing them together once again, Konami is celebrating the history of Yu-Gi-Oh! across not only the card games but the anime too.

Legend of Blue Eyes White Dragon, for example, includes iconic cards that starred in the Yu-Gi-Oh! anime such as Exodia the Forbidden One, which famously featured in the climax of the very first episode of the Yu-GiOh! anime. This episode was officially released on YouTube six years ago and has racked up nearly 10m views since then. For the millions of fans who grew up with Yu-Gi-Oh!, these classic Booster Packs hold a special place in their memories.

Tanime episodes as well as three movie releases. Digital Yu-Gi-Oh! card games have also been phenomenally successful. Yu-Gi-Oh! Duel Links has achieved more than 150m downloads while Yu-Gi-Oh Master Duel reached the 50m download mark within just its first year.

Of course, physical card games remain core to the brand. The Yu-Gi-Oh! TCG has sold billions upon billions of cards, and hundreds of different associated products and accessories are now available. That the TCG has continued to thrive underlines just how much the players around the world love to duel. Today, the Yu-Gi-Oh! TCG is available across the globe, with products distributed in more than 80 countries and nine languages for fans of all backgrounds and ages to enjoy.

Konami Digital Entertainment B.V. says much of this success is down to the passion of the duelists themselves, who have continued to be the heart of the card game for nearly 25 years. The company remains committed to showing its gratitude via a pipeline of new and exciting product launches, events and activations.

One of those commemorative products has already been revealed and is scheduled for release later this month. Appropriately, the Legendary Collection: 25th Anniversary Edition celebrates the long and beloved history of the YuGi-Oh! TCG. The Legendary Collection: 25th Anniversary Edition contains six Booster Packs, six Ultra Rare Cards and a special bonus card. It also heralds the return of the very first Legendary Collection, first released in October 2010 and now reborn ready to celebrate the 25th anniversary.

The first Legendary Collection lived up to its name. Highly regarded by fans, it packaged together popular Booster Packs from the early years of the Yu-Gi-Oh! TCG in one set. Indeed, it was such a hit with fans that Konami rereleased it years later complete with a special double-sided game board. Now back for 2023, the Legendary Collection: 25th Anniversary Edition is once again a must-have product for every Yu-Gi-Oh! TCG fan.

Introducing the Quarter Century Secret Rare

One of the major additions to the Legendary Collection: 25th Anniversary Edition is the brand-new Yu-Gi-Oh!

The six Booster Packs are Legend of Blue Eyes White Dragon, Spell Ruler, Dark Crisis, Pharoah’s Servant, Invasion of Chaos and Metal Raiders, some of the most popular Booster Packs from the early era of the Yu-GI-Oh! TCG. The Legendary Collection: 25th Anniversary Edition gives fans another opportunity to acquire these highly coveted packs.

Whether they’re a die-hard collector, a passionate duelist or someone who fell in love with Yu-Gi-Oh! some 25 years ago, the Legendary Collection: 25th Anniversary Edition will hold a special appeal among consumers by offering something for everyone. The Legendary Collection: 25th Anniversary Edition will release across Europe on 20th April 2023. For more details, visit the Yu-Gi-Oh! website. There are plenty of other exciting things on the way as part of the 25th anniversary celebrations. Konami is looking forward to revealing and showcasing more of the impressive Yu-Gi-Oh! TCG products still to arrive during this momentous year for the Yu-Gi-Oh! card game.

COMING SOON

TEAM UP, SPOT THE MATCH, ALIGN THE CARDS!

Fun, fast-paced and frantic: Dobble Connect is THE ultimate reflex game. The fastest team to connect 4 cards in your colour, in a row, wins!

Plus-Plus UK & Ireland

0333 050 0144 | www.Plus-Plus.com

info.uk@plus-plus.com

The Plus-Plus Puzzle by Number range brings together ‘paint by number’ artistry with the satisfaction of puzzle solving. Combining creativity and STEM based learning, these bright creations are strong enough to be displayed or even hung with no glue or heat required to keep them together. The introductory range includes three basic sets to choose from - Unicorn, Hearts or Adventure - each of which contain 250 colourful pieces and a playmat which clearly instructs kids how to pair the numbers with the matching colours to complete the puzzle. Once mastered, kids can move up a level with a further three sets including Rainbow, Space and the popular Rocket, each containing 500 pieces.

Finally, the 800-piece sets will really test kids’ artistry and patience as they get stuck into a unique and creative challenge that produces a large piece of colourful artwork. The 800-piece sets are available in colourful Butterfly and beautiful Peacock themes, both of which measure 28cm x 28cm and can be easily hung or stuck to a surface to show off the artist’s talent.

All the Puzzle by Numbers kits contain pieces in a selection of 10 colours and are held together by simply connecting the pieces. Once the puzzle is complete, they can be taken apart and the pieces added to any Plus-Plus collection to create more open play opportunities for kids to make 2D and 3D creations of their own. Plus-Plus is a socially and environmentally responsible company. The factory and headquarters in Denmark run on 100% green energy from wind power and all its products and packaging are 100% recyclable.

Funko

020 3376 3223 | www.funko.com

Spring/summer 2023 will see Funko Games, the game design studio of Funko, add several new brands to its award-winning range.

Partnering with global entertainment leader Hasbro, Funko has reimagined what it calls the mother of all party games: Cranium 25th Anniversary edition. Billed as a ‘classic game for your whole brain’, Cranium is back with new activities and all-new content and will be followed by extensions to the range including Cranium Big Brain, Cranium Hullabaloo and Cranium Hoopla.

First introduced into the market in 1998, Cranium was a near-instant success before taking the title of the fastest selling independent board game ever in 2001. Reaching beyond the status quo of trivia board games, Cranium features a plethora of exciting gameplay including impressions, puzzles and high-speed sculpture. The 25th Anniversary edition has 18 fun activities (many new, some familiar), and features a fresh and modern board design.

The refreshed line of Cranium classics features titles including Cranium Hullabaloo, now adapted for the digital age with app-driven game modes and gameplay, and the all-new Cranium Big Brain: Detective Game. Cranium Hoopla, a lighter, faster, portable version of the original party game is also available for gaming on the go.

The partnership between Funko Games and Hasbro comes as both companies are experiencing success in their respective fields and will introduce the magic of Cranium to a new audience of millennials and their young families.

Games & Puzzles

Orchard Toys

01953 859 539 | sales@orchardtoys.com (UK sales) / orders@kayes. co.uk (independent sales) | www.orchardtoys.com

Perfect for dinosaur fans, Dinosaur Dig is expected to be a best-seller for Orchard Toys this year: dinosaurs remains a leading trend and the original Jurassic Park movie is celebrating its 30th anniversary. In this new prehistoric fossil finding game, the aim is to be the first to dig up and discover all the bones and build a 3D T-Rex dinosaur. Players take turns to hook matching coloured dinosaur bones with their pick so they can build their own 3D dinosaur – but the terrible T-Rex hiding in the mud could mean players lose pieces. A great game for learning through play, Dinosaur Dig helps children aged four years and over develop colour matching, memory and dexterity skills.

Unicorn themed products continue to be sought-after, so Unicorn Fun! - which offers a selection of three magical, unicorn-themed games - promises to appeal to fans of these mythical creatures while also providing superb variety and value for money. Players can either help the unicorns get ready to celebrate before crossing the 3D rainbow in Unicorn Party, follow the magical path in a twist on snakes and ladders in Happy Cloud Sad Cloud, or create their own unicorn with the roll of a dice in Build a Unicorn. The latter sees players combine outfits in a fun mix & match activity. Suitable for children aged 4-8-years-old, Unicorn Fun! balances learning and fun with a variety of play patterns that will keep children engaged and entertained.

The best-selling Giant Road, a large, interchangeable, road-themed floor jigsaw puzzle, comes with 20 giant, chunky pieces. Suitable for children from three and over, the interchangeable pieces mean a different road layout can be built every time the child plays. For additional fun, they can add their own favourite toy cars. Parents can also use the puzzle to talk to their children about road safety.

Children can discover plenty of fascinating exhibits in the beautifully illustrated 150-piece At the Museum jigsaw. The puzzle features different museum displays - from the Romans to the Vikings, Dinosaurs to Space, and Human Biology - and is designed to be full of detail so there’s lots for parents and kids to observe and discuss. The puzzle, aimed at 5-10-year-olds, comes with an impressive 16-page fact book, plus a giant poster.

Games & Puzzles

Cheatwell

02392 524 098

www.cheatwell.com

Sales@cheatwell.com

Following last year’s successful launch of sub-£20 games such as Brain Ache and Top Trivia Ultimate, Cheatwell has decided to increase the breadth of its range within this price bracket for 2023. The new lines consist of travel game versions of the company’s popular Family Charades and Family Quiz Night, a new range of Mini Pub Quizzes and Quiz Cubes, and several new card games.

Cheatwell’s new Games for Gifts series, which enjoyed a great response at Toy Fair, expands this new and impressive category.

Best to Wurst is the game in which the answers to the silly questions don’t really matter, it’s the laughs players get that count. While the best answer wins, the twist sees even the worst answers rewarded. This game is a laugh a minute as players marvel at the weird way their friends’ minds work.

Code Breakers contains a series of cunning ciphers, the meaning of which is a mystery. It’s up to the players to crack the codes and reveal the mystery phrases. Although challenging, help is at hand; each card has a category that points players in the right direction as they attempt to determine what the mystery letters stand for.

Aha! is a secret word guessing game packed full of fun. One by one, clues to the mystery word are revealed. Then it’s a race to discover the answer. The fewer clues players need, the more they score. Clever, cryptic clues keep players guessing until they finally reach that ‘Aha!’ moment.

In The Numbers Game, it’s the fastest to the figures that wins the round, with the closest player claiming the counter. Each player has 10 digits. When the question is read out, they race to nab the number that forms the answer. Players are always in with a chance of winning in this rapid game of number naming.

Wordio is a classic word-sleuthing game which promises to have players scratching their heads and nodding knowingly in equal measure. Each takes three cards and makes up a mystery word, and it’s up to their opponents to guess what it is. It’s not as easy as it sounds: as each letter is guessed, the player simply tells them ‘Right letter, right place’, ‘Right letter, wrong place’ or ‘Not in the word at all’. By noting down the answers, players will finally discover what the word is – or maybe they won’t.

Wild Guess is a game of fantastic facts and fascinating figures in which guessing the closest to a given answer on the card scores points. Whether working out a ballpark figure, following a hunch or just taking a stab in the dark, players will be amazed at the unbelievable madness of the world we live in.

Relaunched this year in eye-catching new packaging, Host Your Own Pub Quiz is joined by four pint-sized local editions. Each game comes jam-packed with questions on a raft of favourite topics and every game is different, encouraging consumers to try them all. Cheatwell’s popular Quiz Cubes have also been relaunched for 2023 with new packaging and improved content. Each Cube contains 500 questions on a variety of subjects and are ideal as travel or gift lines.

Perfect for avid hobby gamers, Cadaver is a game for aspiring necromancers. Players compete to resurrect as many corpses as possible before the break of dawn. With different dead bodies requiring alternative assets and accomplices, this title is a veritable reanimation rat race.

Spin Master

01628 535 000

www.spinmastertoys.co.uk

This season, Spin Master is offering an impressive variety of games such as Sink N' Sand, Hedbanz and Beat the Parents, plus licensed additions based on top properties including Paw Patrol and Gabby’s Dollhouse.

Sink N’ Sand takes players on a wild jungle adventure as the game's characters come across sand unlike any they’ve seen before: the iconic and popular Kinetic Sand. Players start by rolling the dice and removing a stick that corresponds with the role. The aim is to avoid becoming trapped by the fast-sinking sand. Players that sink with the sand will be eliminated, however, if they find a Redemption Ruby, they’ll be granted another chance at survival. The winner is the last one standing when the quicksand falls.

Ideal for players who love to be challenged, the family guessing game Hedbanz is a classic for games night. Hedbanz is a fun twist on the popular ‘What am I?’ game that families have loved playing for years.

Offering good, competitive family fun, Beat the Parents will have the different generations battling it out for bragging rights by answering questions and taking on funny challenges in the ultimate contest of kids vs. parents.

Spin Master’s portfolio of licensed games based on hit pre-school properties will help children develop essential skills. Fans of Paw Patrol and Gabby’s Dollhouse can enjoy educational Memo Games, Jumbling Towers, Jumbo Cards and Pop Up Games. There’s also a range of Wooden Puzzles featuring Paw Patrol and Bluey that come in a handy storage box.

Spin Master also has a strong range of classic games that caters to all tastes. Chess, Backgammon and Draughts are stalwarts, but the company’s 12-in-1 and 10-in-1 compilation sets are an ideal addition to any games cupboard. These sets come housed in an attractive wooden box and contain everything players of all ages need to enjoy a classic games night.

Games & Puzzles

Big Potato

020 3620 9495 | www.bigpotato.co.uk | trade@bigpotato.co.uk

You Can’t Say “Umm…” is a high-energy, shout out loud party game from Big Potato. The game sees players try to describe weird word combinations for their team to guess without ‘umm-ing’, ‘ah-ing’, or getting tongue-tied in any way. Whenever they do, the other team will ring the bell and move ahead.

The aim of the game is to reach the finish line first. Players can move their piece along the board by getting the rest of their team to guess as many random word combinations as possible before the time runs out. This sounds simple, but when they are trying to describe a ‘Wobbly Hamster’ to their team, it’s not so easy; especially with the other team listening closely and ringing the bell every time they slip up. For each correctly guessed word pairing, the team in play moves one space along the board, while the other team gets to move every time they ring the bell. After that, it’s their turn in the hot seat. The gameplay prompts plenty of laughter as the Describer tries to keep their cool under pressure, and the opposing team gleefully rings the bell for each mistake.

As each team progresses along the board, they’ll also land on special yellow spaces. As soon as this happens, a secret Rule Card is flipped over, even if it’s right in the middle of a turn, to reveal extra challenges. Suddenly, it’s not just ‘umm’ that the team is avoiding: missions such as ‘Switch seats after every correct guess’ or ‘No words beginning with T’ add a whole new layer to the game experience.

The noise and excitement cranks up as both teams close in on the finish line, making You Can’t Say “Umm…” a fun and frantic party game that’s easy to learn and impossible to put down. One of the best features is the fact players never have to wait around to take their turn. While one team is guessing their words, the other is constantly listening for any slip-ups. This makes it an ideal game for families, friends and any large group of people, whether they’re around the dinner table or at a party.

Readers who would like to know more about You Can’t Say “Umm…” or find out more about the rest of Big Potato’s 2023 range are invited to get in touch with the team on the trade email above.

Games & Puzzles

Flair GP

020 8643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk

This year, Flair GP is welcoming new games including Easy Peasy Lemon Squeaky and Wibble, Wobble, Where.

Easy Peasy Lemon Squeaky is a family game with a competitive twist. Each round starts with the Lemon Master reading out a question card: it could be trivia, a physical challenge, a true or false statement, or even a spelling bee. The first player to grab the lemon, squeak it and answer correctly wins the round and collects a lemon segment. The first team or player to collect four lemon segments wins the game. But beware of the jeopardy cards, which have the potential to sour a player’s game plan.

Wibble, Wobble, Where invites players on the ultimate race to find objects hidden in plain sight. To begin this giant, inflatable wobbly game, one player must draw a card and then spin the dial to see who will be joining them on the hunt in modes including All Play, Head-to-Head or Solo Against the Clock. The aim of this fun-for-all game is to be the first to find the images on the wibbly, wobbly, one-by-two-metre inflatable. But with everyone wobbling the inflatable, which is covered in objects that look alike, it’s easier said than done.

Toynamics UK & Ireland

0116 478 5230 | www.toynamics.com sales@toynamics.co.uk

Hape offers retailers a varied selection of puzzles including a collection of Glow in the Dark 1.5-metre-long puzzles aimed at children aged six years and over. The Glow in The Dark Ocean Life Puzzle features an underwater scene with an added glow in the dark feature: once the lights are turned off, the creatures’ hidden details really glow. The 150cm x 30cm puzzle extends play into learning with 10 supporting fun fact cards about the different creatures featured. This puzzle collection also includes Dinosaur and Magic Forest themes.

Bandai UK

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

Bandai UK’s acquisition of the Amazon US No. 1 toy, Shashibo, provides an opportunity for the distributor to introduce this new puzzle to the UK market, bringing a new craze to the Games & Puzzles category.

Shashibo – meaning Shape Shifting Box – uses 36 rare earth magnets which connect and transform each ‘box’ into over 70 different shapes. A sensory and compelling experience, Shashibo offers multiple play patterns while promoting focus and tapping into the benefits of calming activities.

STEM/STEAM certified, each Shashibo cube is made from recycled plastic and is suitable for onward recycling. Launching into the UK market with the Explorer Series, which includes four different designs comprising of Elements, Earth, Moon, and Undersea, Shashibo offers collectible, multiple purchase appeal, and additional shapes can be created by collecting and combining multiple cubes.

Bandai UK is planning a heavyweight mixed marketing campaign to support the launch to include digital, social, influencer, PR and experiential activations. Impactful POS options have also been developed to best showcase the product features in-store and on-shelf.

Hape’s portfolio also contains a collection of innovative puzzles with LED lights. Suitable for ages five plus, the best-selling Hape Solar System Puzzle is a brilliant way for children to learn more about the solar system. The 100-piece round puzzle features a light-up sun in the middle and eight wooden planets that can be added once the puzzle is complete. It also comes with a free poster which shows all the planets and their names.

New to this collection for 2023 is the 17-piece Four Seasons Puzzle, suitable for ages three and over, and the 38-piece Underground World Puzzle, suitable for ages four and over. All feature a light-up LED light in the middle.

Toynamics UK & Ireland offers retailers full marketing support for all its brands, including shop-in shop solutions.

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: Character Options, Eolo & Shiner.

TMNT: Mutant Mayhemtoys CharacterOptions (PlaymatesToys)

01616 339 800

www.character-online.com

sales@charactergroup.plc.uk

A line of Playmates Toys Teenage Mutant Ninja Turtles action figures, vehicles and iconic roleplay weapons based on the upcoming TMNT: Mutant Mayhem movie will be available for purchase in stores and online from June 25th.

In Teenage Mutant Ninja Turtles: Mutant Mayhem, after years of being sheltered from the human world, the Turtle brothers set out to win the hearts of New Yorkers and be accepted as normal teenagers through heroic acts, with new friend April O’Neil.

The Playmates Ninja Turtles action figure line is inspired by Seth Rogen’s movie vision and iconic Turtles elements and stylings. The range vividly captures the shades and shapes of the turtles as depicted in the film.

New toys based on the film and available this summer include the Teenage Mutant Ninja Turtles: Mutant Mayhem Action Figure Assortment. Each standing between 4-5” tall, these fully articulated, poseable heroes and villains come complete with iconic weapons and accessories. The Mutant Mayhem Deluxe Ninja Shouts Action Figures are 5 1/2” tall versions with spring-loaded arms and legs. They feature electronic phrases voiced by the movie talent. Larger, 12” Mutant Mayhem Giant Figures are fully articulated and poseable, and come with iconic weapons.

Authentically detailed and decorated as seen in the movie, the Teenage Mutant Ninja Turtles: Mutant Mayhem Pizza Fire Van fits all four Turtles and Splinter inside and has a built-in pizza launcher. The Mutant Mayhem Sewer Lair Playset is 24” tall and has multiple levels of play and more than 20 action-packed features.

The Playmates Toys movie line-up also includes additional role-play toys, vehicles and accessories.

Heelys- Shiner

01172

020 120 (Ext. 123) |

mward@shiner.co.uk

Heelys, the original two-in-one wheely shoe launched in 2000, prepares for the upcoming Easter holiday with its new spring collection.

Ideal for encouraging children to be active outdoors through spring and beyond, the collection consists of 19 SKUs split across two aesthetics: those with a darker colour scheme vs. a lighter, spring-inspired palette. Design choices such as camouflage print, graffiti text and paint drips contrast with pastel colours, tie dye, metallic laces, foil and rainbow print.

Three brand new Heelys shapes - Reserve Ex, Reserve Low and Pro 20 Half Flood - are also introduced. The Reserve Ex has a basketball shoe style, while the Reserve Low and Pro 20 Half Flood tap into the current Y2K trend for an extra chunky sole.

Available in the UK and Europe now, the collection is available in sizes C12-7 across single- or two-wheeled styles.

For more information, contact Marc Ward, sales manager UK & Ireland, on the details above.

Biggies-Eolo Toys

01268 548 111 | www.eolo.com

Eolo Toys‘ new patented plush reveal concept Biggies has been a major success at this year’s London and Nuremberg toy fairs, where the company secured multiple deals for the brand.

Much more than a regular plush, Biggies are supersized mega plush toys that offer an appealing, patented unboxing experience. Each toy is enclosed within shaped mystery packaging and comes with a pump used to reveal the character with a fun ‘pop’ effect. The packaging breaks open as the product continues to get bigger and bigger. Pumping and revealing the new Biggies characters provides kids with a fun and unique play experience.

The Biggies characters are covered in soft material. The first wave of Fantasy Mega plush includes a Unicorn, Rabbit, Dragon and Puppy.

Parents will be pleased to discover Biggies are reusable and can be easily deflated and stored. Repeat play and space-saving were both considered by Eolo Toys during the product development process, as regular mega-size plush often takes up a lot of space – inconvenient for families with smaller homes or playrooms.

Biggies distribution has already been confirmed in various markets including the USA, UK, Brazil, Australia, Iberia and UAE, among many others. In the UK, the range will be available via Click Distribution.

Due to the strong uptake and positive reception it has enjoyed so far, Eolo is already planning further investment in product develop which promises to turn Biggies into one of its best-selling brands. Supported by a well-designed marketing plan that will include PR, influencers and digital marketing (both paid media and organic content), plus a TV commercial, Biggies is tipped to become one of the next TikTok viral trends.

To support its customers, Eolo Toys also provides marketing assistance and assets that can be used to promote the Biggies brand on websites and across social media, with marketing activity tailored to each territory.

Eolo Toys continues to seek worldwide distributors who would like to be part of the brand’s success story. Interested parties should contact sales@eolohk.com.

Company Profile

How toy companies can navigate the gaming space

Ed Hallinan Rhodes, strategy director at KidsKnowBest, discusses how gaming is fundamental when it comes to reaching kids, as the category outstrips any other interest category for the demographic.

perspective.

Speaking about Gucci Town on Roblox, one girl, aged 15, pointed out: “Most of the people that are playing Roblox can’t afford Gucci; most of them are my age or younger, so it doesn’t make sense. Roblox and Gucci just doesn’t mix.” Meanwhile, a boy, aged 10½, gave his thoughts on Nickverse on Roblox: “It has many different games. There's this game where you can go into the Nickelodeon world, make characters, there's a lot of different things to do.”

hang my hat on the proverbial ‘long term strategy’ coat hook, this is the one time I’d encourage brands to employ more ‘of-the-moment tactics’; campaign by campaign, testing and learning as they go.

Srose to 78% at the height of the pandemic before settling at 72% in the most recent study. On YouTube - the prevailing platform for this audience - gaming outstripped any other interest category twofold.

As lead strategist at a specialist kids’ and family marketing agency, I hear from children of all ages on a daily basis, and their feedback forms the basis of all our thinking. Notwithstanding the passion they have for gaming, it’s the sheer accessibility and versatility of the medium - whether participating or watching gaming-related content - that has embedded it as a daily touchpoint for the majority.

Consequently, it can be no exaggeration to suggest that, for most brands in the youth marketing realm, gaming should be considered fundamental to the marketing mix. Yet successfully navigating this virtual landscape and the wider Metaverse is not without its challenges; especially picking the right moment to start.

Spring 2023 marks something of a crossroads for virtual environments. After hitting the public consciousness with a bang in October 2021, the push for all things Metaverse is slowly calming. A year of uncertainty, 2022 naturally gave way to experimentation, with brands eagerly searching for new ways to reach their audiences, with mixed success - at least from a kids’

We’re beginning to see a move away from experimentation in favour of pragmatism and realism, whether toward tangible revenue opportunities or sustainable audience growth. Yet, while the idea of mass adoption of the wider Metaverse remains somewhat cagey, the virtual gaming subsect is on the rise.

Platforms such as Fortnite, Minecraft and the ubiquitous Roblox are seeing unparalleled growth, and while the platforms themselves will tout the cultivation of a 13+ and Gen Z audience, the truth is that kids have been - and continue to be - the driving force of this corner of the Metaverse. It’s clear that brands are on the right path. It’s rare that gaming - more specifically, Roblox - doesn’t find its way into a client brief or chemistry session.

The number of kids playing Roblox daily recently hit over 60m; as a tool to reach them, no-one else can match it. But herein lies the second challenge; determining the level of investment (both time and money) required to make an impact.

Diversifying into new territories can seem daunting, exacerbated by calls to act fast and go long. So does that mean it’s time to rip up the YouTube rulebook and start investing in a complex network of branded Roblox Worlds? Not for most brands making their foray into the virtual world. Because while gaming is crucial to the media mix, there are multiple ways to navigate the space, across myriad platforms. While I’d usually be the first to

As ever, this argument is best articulated through the voices of the kids we speak to every week, who are wily to brands vying for their attention. One boy, 12, observed: ““I have seen a lot of companies creating games. There was an H&M one and one for a shaving company. That was weird… it gives me the idea that Roblox is desperate for money.”

Yet, get it right and the engagement potential is huge; in fact, 60% of kids would like more companies to get involved. So the appetite for collaborations is there, though with a heavy caveat: this is the kids’ space, and brands have a responsibility to respect that.

“They have made a game called Sonic Speed Simulator but now it feels like every update is something to make you get a new skin [or] spend more money,” explained another boy, aged 12. As encouraging as that majority statistic may be, it would be wise to keep one eye firmly on the 40% who want brands to leave them alone, because at its heart, gaming is an experience, a way to play, relax and connect with mates. To resonate effectively, brands need to ensure they are adding to that experience.

Advertising on Roblox is a new frontier where you can interact with consumers live, in game, unlike pausing halfway through a podcast to hear 30 seconds of ad content or impatiently waiting to skip through the unskippable. Brands can enhance the experience, rather than disrupt it: perhaps some new skins for your avatar? Immersive concert experiences? Opportunities to interact with your favourite YouTuber in-game? Or earning your spot on the catwalk?

From this we can learn two prerequisites for the creation of Roblox worlds: one, if you create something, it had better be good. Two, it should be made to last.

This is where the preference for a tactical approach over the long term becomes clear. To explain why, we first need to understand how games are discovered, played and shared. Children tell us they visit the platform casually if they and their friends are bored, as they know there are many different games to choose from. The Roblox games library is rapidly and continually expanding. Although brands can pay-to-play through sponsorship and promotion, realistically, kids are flicking through games as quickly as they scroll their TikTok feed. This in itself presents a problem. New games need staying power - can your brand afford to be dropped as easily as it is found? To have a fighting chance means constantly evolving in-game features and innovations, a huge investment of time and expertise.

In some circumstances this will make sense, especially for lifestyle-oriented brands where there’s a natural synergy between real life and in-game. The idea of kitting out your avatar with on-trend brand skins has its own appeal, sustaining momentum through a series

of drops, each one a mini-PR moment in itself. But this is trickier for toy companies, than say a brand like Nike that kids see around them all the time. While the appeal for brand collabs sits at 60%, we see lower numbers when looking specifically at toy companies. [Nougat (KidsKnowBest); ITM Buzzpolls; 323 respondents; UK kids 6-13; Feb 2023]. Without the lifestyle appeal, the emphasis on gameplay is crucial. It becomes essential to keep games fresh and constantly refreshed, or risk shedding players.

When it comes to development, a helpful exercise might be to ruminate over the following:

• E xpertise: Can you make it? Can you evolve it over time?

• Goal: Do you have a vision for in three months, one year, even two years from now? How will your game shift current brand perceptions?

• Mitigation: Do you have a solid launch plan?

What’s the cut off if the game doesn’t land?

Assessing risk is crucial to establishing the viability of such significant investment, despite the potential rewards. But this doesn’t mean it’s Game Over for your gaming plan. There are numerous ways to engage in this arena without the need to build a world at all.

Alternate routes include:

• Integrated: working with platforms and developers to build in-game experiences. Brands have garnered impressive reach by leveraging existing Worlds, without the need to invest in origination and development - e.g. Minions integrated within Adopt Me! at 16m visits/day. This is a clear way to guarantee a brilliant experience, without the development risk and hassle.

• In-game: advertising within gaming environments through digital OOH and 3D character ads. In-game innovations are now

en vogue, a case-in-point being a Lego Group integration within the Sims FreePlay App, which enabled gamers to unlock Lego Dots merchandise within their Sims universe - a natural fit that didn’t require a brand-new game. DOOH is evolving at an exciting pace. What started with in-game billboards has now morphed into interactive character ads: what better way to enhance the audience experience than interacting, in real time, via digital, walking, talking 3D characters?

• Talent: partnering with leading video creators in the gaming space. With YouTube being the most watched social platform across all ages, and talent-led content driving the majority of views, brands can have a hand in kids’ online gaming interactions without the need for any development at all. An added benefit here is that you avoid the risk of promoting bespoke experiences that feel disingenuous to the subscriber base. At KidsKnowBest, we’ve seen great success through the selection of YouTube gamers who we know resonate with our audience, working with them to introduce subscribers to toys and franchises, in a way that extends the experience. Instead of simply inserting ads, introducing characters to the games can make them fun to play and help get the message across. ‘Build Your World’ is a case in point, a campaign in which popular Minecraft creators demonstrated how real-life Minecraft Lego bricks could be used to perfect in-game Minecraft builds.

Implementing a gaming strategy needn’t cost the earth: choose a path that suits you, led by audience and set against realistic and tangible objectives. The success lies in listening, testing the approach and enhancing a kid’s experience with memorable moments of delight, building rapport one step at a time

Pocket Money and Collectibles

Small talk

It seems kids, and kidults, can’t get enough of miniature lines and many suppliers are tapping into this trend for tiny collectibles, which is growing at a rapid pace.

Collectibles in general have been a huge market for the UK toy industry for several years now with one in five toys sold last year being a collectible, accounting for 13% of the value of all toy sales, according to Circana (formerly NPD) data.

Fuelled by a surge in popularity on social platforms such as TikTok, the trend for mini everyday items and mini food, shows no sign of abating and MGA Entertainment’s new miniature collectible brand, MGA’s Miniverse, is set to capitalise on this trend. Utilising social media and working with some of the leading UK TikTok influencers, the brand launches this month (April) and will specifically target a kidult audience for the first time – an increasingly important audience with sales accounting for 29% of all toy sales in 2022, according to Circana (NPD).

The initial release will see two food themed collections – MGA’s Miniverse Make it Mini Food Diner Edition and Make it Mini Food Café Edition –

combining the huge craze of mini food with the fun of DIY crafting. Each highly detailed collectible comes in blind packaging, which opens to reveal individually wrapped mini 'ingredients', kitchen accessories and a tiny recipe card. Consumers follow the recipe card to create their food masterpiece which hardens in daylight or UV light for permanent display. Priced at £6.99 for the Café Edition and £8.99 for the Diner, the range is representative of MGA’s mission to provide smaller and more affordable toys amidst inflation.

Michelle Lilley, UK & Ireland Marketing director, said: “We know how huge the craze is for mini foods – and for DIY crafting. MGA’s Miniverse manages to combine both these trends and offer the consumer something truly unique. The Café and Diner Editions launching this month are just the start for this incredibly innovative brand, which will expand significantly in the next few months."

MGA's L.O.L. Surprise! brand is also tapping into the micro trend with the introduction of new product Sooo Mini! hitting the shelves this month. The range sees iconic tots such as Hoops MVP from the very first L.O.L. Surprise! series transformed into miniature size and

will feature the first-ever ball-within-a-ball packaging, offering an unboxing experience with each new character while providing layers of surprises.

Michelle tells Toy World that L.O.L. Surprise! remains central to MGA’s collectable portfolio and this season will also see the launch of the new Sunshine Makeover collection, said to be the first ever all over UV colour change range of dolls in the market.

"Unboxing continues to be an important factor within the collectible toy market, with more and more shoppers wanting added value as well as an extended and elevated play experience. MGA has an ongoing mission to provide smaller and more affordable toys amidst inflation; with the on-going impact of the cost-of-living crisis it is essential that we offer varying price points and giftable options," she adds.

Also performing well in the mini collectibles space is Zuru's globally popular 5 Surprise Mini Brands line, which is enjoying continued success in the UK and Ireland, amassing over 5b views on TikTok. According to Circana (NPD), Mini Brands was 2022’s No.6 item in the total market, and the Mini Brands craze shows no signs of slowing down in 2023, with the launch of

Following a tough period during the pandemic, pocket money toys are winning again at retail as the cost-of-living crisis continues to bite, and adding to the attraction of affordability is the increased popularity of micro toys.

Feature Pocket Money and Collectibles

the highly anticipated Disney Mini Brands Series 2 and Toy Mini Brands Series 3 keeping fans eager for more. In addition to the new releases, Mini Brands is launching Mini Fashion Series 2, which features miniature versions of popular clothing and accessories. This series allows collectors to add a fashionable touch to their Mini Brands collections and provides even more opportunities for creativity and self-expression.

“We are thrilled to see the continued success of 5 Surprise Mini Brands in the UK,” Zuru general manager UK & Ireland, Will Collinson told Toy World. “The excitement and engagement from fans on TikTok, YouTube and Instagram has been overwhelming, and we can’t wait to continue to deliver new and exciting minis to collect. We are constantly amazed by the dedication and creativity of Mini Brands fans. Their passion for the brand continues to inspire us, and we are committed to bringing them even more exciting new products and experiences.”

The desire for more affordable toys is also boosting sales for Magicbox, which has seen strong results for its pocket money toys so far in 2023, up 57% driven by new launches, particularly SuperThings, according to Circana (NPD).

UK MD Nicola Bergot tells us: "If consumers are having to be more conscious and cannier about their spending, collectibles and pocket money toys are one way to go, but it’s important that they see great toys at fantastic value. Low priced doesn’t mean low quality. Consumers also need to be able to trade up with confidence, knowing that the toy bought at 90p or £4.99 has more available to build a collection."

This year, Magicbox will see introduce more new characters than ever before, meaning more to collect for longer, and the hunt is always on to find the 'rares' and 'super rares'. Following the hugely successful recent SuperThings Neon Power range launch, Magicbox will be ramping things up this summer with series 12 –SuperThings Mutant Battle, and there will also be a new launch for its KooyLoos Dolls range: Glitter Glam and Mermaids.

Nicola explains: "The key to keeping things fresh and relevant is to understand what the consumer is doing and saying. We have a huge fan base who are very vocal, and they tell us what they like (and occasionally what they don’t) and what they want more of." She adds that it is great to see the Pocket Money Toy category thriving again after experiencing some tough trading conditions during the Covid pandemic when toy stores had to close:“ The category relies heavily on children and parents spending time together in toy stores and

toy aisles and repeat purchasing as they build their collection.”

Nicola says Magicbox’s marketing strategy for this year will be “broader and better than ever” with new media content for all new products. The company also produces FSDUs to showcase every new launch and also samples 250,000 to get product into kids’ hands.

Magicbox will also maintain its push for sustainability using plastic-free packaging; foil bags and plastic packs have been replaced with recyclable packaging made from recycled paper, cardboard bags and boxes, which Nicola says ticks an extra box for both consumers and retailers.

Business is also booming for PMI International, which is seeing great expansion across its ranges. According to chief operating officer, Omer Dekel, the company’s very name – PMI being an acronym of Pocket Money Items – ensures its products are affordable. The company’s

portfolio includes collectibles based on well-known IPs such as Sonic Prime, the animated Netflix series based on Sonic the Hedgehog. The full line will be available this summer and includes a wide range of true-to-origin and fresh collectibles, action figures and plush.

Omer says that when designing a collectible based on such a well-known character, keeping true to the source is a priority. To ensure each collectible line will be as accurate as possible, the company has implemented ground-breaking technologies.

Also new from PMI this summer is Piñata Smashlings, which it is launching in partnership with Toikido. The IP will comprise a Roblox game supported by a physical toy offering that includes redeemable codes granting exclusive benefits in-game. The IP will expand to more content channels and options from 2023 to 2024. The toy line will include collectible figures, action figures, play sets and plush and one of the highlights of this collection is the huge Smashlings collectible figures range, which includes over 100 Smashlings to be released in two separate series and divided by five different rarity levels. To support such a vast array of Smashlings, PMI has come up with an equally enticing packaging array that includes new blind purchase options.

Commenting on the cross-over between physical and digital worlds, Omer says it is what makes PMI’s toys fresh and popular. “Gen Z is now the most critical consumer group because of its different views of shopping and consumption. They are informed consumers that will research the product before buying it, and they place high importance on a brand’s ethics and honesty, sustainability and high quality. They’re looking for the brand’s personality and values and PMI’s diverse toy lines accommodate their every need by bringing their favourite brand to life accurately and consciously.”

Also spanning both physical and the digital realms is Pudgy Penguins, a familyfriendly NFT collection made of

Nano Pods from Wow! Stuff

8,888 tradable penguin avatars with proof of ownership on the Ethereum blockchain, which is supported by a full toy line including collectibles. PMI also caters for younger collectors with its Paw Patrol toy line and, continuing the cooperation with Paramount, will launch a new collectible range based on Paw Patrol: The Mighty Movie, due in cinemas this autumn. Available this summer, it will include collectible pencil toppers, stampers, 2D keychains and 3D puzzle erasers.

Richard North, president of Wow! Stuff, says that toy companies are having to work harder and smarter in the collectibles category. “More so than ever, consumers are looking to get the most bang for their buck, and that’s driving innovation in this area. We’re seeing more demand for collectibles that present continued value, but many are small items in a large container. Our research showed consumers are very aware of the ‘air’ that’s being shipped and the premium cost of this.”

Wow! Stuff recently appointed Mattel as the official North American distributor of its in-house IP, Nano Pods, a patent-pending brand which takes iconic licensed characters and houses them within a nanosized hexagonal pod. Each pod features a tactile slottogether system: as kids collect characters from brands such as Marvel, Disney, Wizarding World, TMNT and Jurassic, they simply connect each character’s pod to the one next to it to build patterns and unique displays.

Nano Pods come in at under £5, while Pods 4D are under £10. Richard explains: “Smaller collectibles can easily get lost or end up stored in a drawer or elsewhere. Larger collectibles take up a lot of space and limit the number

that can be displayed in one area, whereas Nano Pods simply connect together to build any desired pattern or shape. The figures also glow in the dark which has been a fun little surprise for fans.”

Having launched this spring, Nano Pods will benefit from a fully integrated marketing campaign from April onwards. On the digital front, this comprises robust YouTube pre-roll support, collaboration with a huge number of influential YouTube and TikTok channels and more. Children will also be seeing Nano Pods in their favourite magazines, too, with kids press activity booked throughout the year while, in-store, Wow! Stuff will provide retailers with impactful POS displays to create that ‘wow’ moment on shelf and demonstrate the line’s selling points.

“We’re delighted to have appointed Mattel as the official North American distributor of Nano Pods – it’s one of only two distributed lines in Mattel’s history,” Richard states proudly. “The partnership presents a huge opportunity to take the brand to this key market and the team is looking forward to putting its full support and experience behind Nano Pods.” Launching later in the year, they’ll be released in waves in North America, across multiple licences including Marvel, Disney, DC, TMNT, Sonic and Jurassic World. “We look forward to the team replicating the momentum that’s building in the UK, Europe and Asia where every major toy retailer is listing the collection,” concludes Richard.

To read more about what’s hot in pocket money toys and collectibles, see our special feature over the next few pages.

Pudgy Penguins from PMI

Pocket Money and Collectibles

Vivid Goliath

01483 449944 | www.vividtoysandgames.co.uk

Vivid Goliath offers a wide range of pocket money and collectibles products from Ryan’s World, Recyclings, Harry Potter Mini Figures, Squeezamals, Squishy Squad and Bottle Besteez.

Ryan’s World moves into Series 10 for AW23, and there will be more new introductions across the core collectibles with fans continuing to collect the latest styles of Mystery Figures, Squishy Figures and Surprise Putty. The range will also be bolstered with an all-news Series 8 Mini Mystery Egg, allowing kids to feel just like Ryan as they unbox and discover a whole host of Ryan’s World fan favourites including figures, stickers and more. The new Island Adventure’s range will include Micro Mystery Figures, Mystery Tiki Egg, Mystery Pineapple Egg and Mystery Volcano Egg.

Recyclings is a sustainable collectible range made from 70% recycled bottle caps. Kids can collect characters ranging from Cakes to Handbags. Recyclings is moving on to Series 3, which is party themed. The Recyclings Collector Cap Pack includes one surprise Recyclings, revealed with a twist of the cap. They can be played with or used a pencil top, and there are over 90 to collect. The rest of the innovative range includes value-saving multipack styles with a 4-Pack and Collector 9-Pack, allowing fans to expand their collection further, all with 100% recycled packaging.

Harry Potter Mini Figures will launch Series 9 in AW23 bolstered by two new lines: The Collectible Snitch and a series of Collectible Wands, made from 100% recycled plastic. With over 18 to collect, the wands are modelled on the characters’ own wands, with a limited-edition Harry Potter wand as the star of the collection. Also being released are Harry Potter Ooshies 4-inch statues which come in four designs: Harry Potter, Hermione Granger, Ron Weasley and Gold Harry Potter.

Squeezamals are squishable, squeezable, soft, slow-rise, watermelon-scented foam stuffed animals which come in three different ranges. There are 12 3.5-inch Squeezamals to collect, while Squeezamals 3Deez Squish are cute 4-inch 3D characters with six to collect. Eenie Teenies Micro Squeezamals are pocket-sized pals; the 18 characters are blind bagged so each one is a surprise, and the collection Includes plush and collector sheet.

Squishy Squad are cute, squishable buddies which can be hugged, squashed, and stretched. There are four dolls to collect and each doll has two squishy sensations: their colourful dresses can be squeezed to make the glitter flow, while their soft hair can be stretched.

Bottle Besteez is new, fun way for kids to drink water. The 400ml bottle, which comes with a handy clip, can be collapsed when empty and changes colour when in the fridge. Bottle Besteez are BPA- free, dishwasher safe and leak proof.

MGA Entertainment

0845

0533 333 | www.mgae.com

This spring sees the launch of two new stand-out themes for L.O.L. Surprise, each providing fans with the ultimate unboxing experience.

Earlier this year, the brand launched the Sooo Mini! L.O.L. Surprise dolls which have been given a mega upgrade in mini size, featuring mini L.O.L. balls on their heads and offering fans even more unboxing. Kids can find favourite characters from fan-favourite series such as Glitter, Dance Dance Dance and All-Star Sports. New to this range are the Sooo Mini! L.O.L. Surprise! Lil Sisters with multiple surprises and a colour change element. There is also the new Confetti Pop Birthday range, which features 12 characters to match each birthstone by month as well as a confetti surprise unboxing.

The newly launched, L.O.L. Surprise! Sunshine Makeover range allows fans to explore colour change transformations powered by sunlight for the first time. The magic works no matter what the weather: kids simply take their new L.O.L. Surprise! Sunshine Makeover doll outside, or even indoors next to a window, to watch the colour change happen. Featuring fan-favourite characters in an all-new theme, each doll has its own fashions, hair and make-up which encompass key traits such as individuality, creativity and confidence - all core to the brand’s messaging. Available across three product lines, the range includes the classic L.O.L. Surprise! Sunshine Makeover dolls, available at an accessible price point and featuring nine brand new characters including Royal Roars, PomPom, Checkered Chica, Sour Sweetie, Electric Waves and Snaps. The L.O.L. Surprise! Sunshine Makeover O.M.G. Fashion dolls feature three new characters: Bubblegum DJ, Sunrise and Switches, allowing fans to continue to expand their L.O.L. Surprise! collections. Stellar Gurl from the L.O.L. Surprise! Sunshine Makeover Big Surprise gives fans multiple styling surprises, encouraging them to get creative with their dolls. Widespread TV and digital advertising, alongside targeted PR, influencer and social media campaigns, will support the upcoming launches and continue to drive the success of the brand.

This month also sees the launch of MGA’s ‘kidult’-targeted brand, MGA’s Miniverse. Launching with two food themed collections – MGA’s Miniverse Make it Mini Food Diner Edition and Make it Mini Food Café Edition – the brand taps into the trend for mini everyday items, and in particular, mini food, fuelled by social platforms such as TikTok. Working with some of the leading UK TikTok influencers, the brand launch will specifically target this audience for the first time.

MGA’s Miniverse combines the craze with the fun of DIY crafting. Each collectible comes in blind packaging; a ball that is peeled open to reveal individually wrapped mini "ingredients," kitchen accessories and a tiny

Pocket Money and Collectibles

One For Fun

0141 613 2525 | www.oneforfun.com | sales@oneforfun.com

One For Fun is shaking up 2023 with a trend-setting line-up that welcomes a raft of new additions to the company’s impulse purchase category.

Squishy, fidgety micro toys remain popular, so the company that brought Pushpoppers to market is pushing the boundaries yet again with a its fun new Micro Fidgetz range. These tiny toys can really be played with. Far more than static collectibles, the Micro Fidgetz concept combines the mystery of blind bags with the collectability of compelling toys. There are 16 Micro Fidgetz to collect. Each round tub has a see-through panel at the top displaying one fidget toy: underneath, another four toys are stacked in blind bags, waiting to be revealed. Each Micro Fidgetz tub comes with a full list showing the whole range, so kids know what they’ve yet to find, and every toy is playable.

One For Fun has made a name for itself as a fidget specialist and has developed millions of innovations and line extensions to keep interest high across all price points. This year sees even more new launches bolster the company’s existing success in this sector. Across all brands, the company has over 550 items on offer within the impulse purchase category.

Stretchy, squishy, spikey, shiny, sparkly, sweet and foody are the overriding themes for 2023’s pocket money lines, says One for Fun, which has collections that feature everything from squishy mesh pets, mesh balls that reveal a dinosaur when squeezed, a gold bear and a host of ocean friends. New keychains, squishy balls in all manner of shapes, colours and sizes will also be available alongside smiley and cute candy cats with sweet shop related names.

Sweet and savoury food is celebrated in the Squish Ball range. The fun Breakfast Squish Ball and Tutti Frutti Squish Ball are joined by the Squeeze Sugar Ball and cute Diddy Squish Balls. The latter come in a 3-pack: one is filled with candy, another with ice cream and the last with cake. Glow in the dark Moon and Stars Squish Balls really light up the night sky while the Mini Neon Squish Balls are available in fun neon colours. Textured Scrunchems are also launching, with furry, rainbow and glitter versions, plus much more, catering to all tastes.

Loom Bands, the ultimate craft collectible, is back with a vengeance. Garnering a whole new raft of fans among today’s kids, One For Fun is offering affordable 600-piece ‘pick up and go’ packs as well as larger 3,000 band gift sets.

Lego 01753 495 000 | www.Lego.com

Kids and adults can show off their passions with the Lego BrickHeadz collection, choosing from a range of different brick-built figures including cute animal pals, favourite characters from their favourite TV shows and films and much more.

Perfect for budding and master collectors, Lego BrickHeadz have stylised baseplates which means the figures can be lined up together and displayed seamlessly. From Disney and Lord of the Rings to Star Wars and Harry Potter, there are Lego BrickHeadz for collectors age 10+.

Fans of The Lord of the Rings saga will enjoy the new collectible Lego BrickHeadz Frodo & Gollum set. Frodo comes as a full-size Lego BrickHeadz figure wearing a brick-built cloak and holding the ring and a sword, while the Gollum figure is smaller to reflect the relative sizes of the two characters and is holding a fish. Fans can also recreate memories of the Aragorn & Arwen wedding scene in The Lord of the Rings: The Return of the King with the characters’ collectible Lego BrickHeadz figures. Aragorn is portrayed in his king outfit with a crown, and Arwen is wearing a brick-built green wedding dress and tiara. From the iconic battle from The Lord of the Rings: The Fellowship of the Ring comes a collectible Gandalf the Grey & Balrog building set.

Disney fans can collect their favourite characters in Lego BrickHeadz form and mark Disney’s 100th anniversary with the new Lego BrickHeadz Disney 100th Celebration. The anniversary set features Disney’s first character, Oswald the Lucky Rabbit, and Disney’s first-ever aminated character, Mickey Mouse, as well as the star of Disney’s first feature film, Snow White and the first Disneyland mascot, Tinker Bell. Four new iconic Disney villains and heroes joined the Lego BrickHeadz collection in March with the Cruella & Maleficent and Moana and Merida sets.

With The Mandalorian back on screens, the Lego BrickHeadz The Madalorian & the Child is a must-have for Star Wars collectors. They can strap a blaster rifle to The Mandalorian’s back and put a blaster pistol in his hand ready for battle, and create a hoverpram for The Child, adjusting its ears for happy and sad expressions.

Whilst awaiting the next Star Wars film in 2025, fans can get their hands on the new Lego BrickHeadz Tusken Raider which features authentic details such as the Star Wars: A New Hope outfit and a gaffi stick and blaster. Fans can also relive dramatic Star Wars: Obi-Wan Kenobi scenes as they build Lego BrickHeadz versions of iconic characters Obi-Wan Kenobi and Darth Vader. Authentic details include Darth Vader’s red eyes and a lightsaber for each buildable Lego figure.

Pocket Money and Collectibles

Pat Avenue

01604 678780 |

Pat Avenue distributes a wide assortment of pocket money toys and collectibles from across its ranges, including Battle Heads, Breyer Model Horses and Hama Beads. From playground crazes to hand crafted model horses, the company aims to distribute a variety of products that allow children to utilise their imagination whilst developing fine motor skills.

Launching in July, Battle Heads will comprise 90 characters to collect in Series 1 including rare gold and silver pieces. Battle Heads are from a planet known as the Danger Zone, where five different clans compete against each other for food and territory in order to survive. Children can collect Battle Heads from all five clans, choose their favourites and compete against the opposing team.

Offering long-lasting, repeat play value, Battle Heads are available as blind foil-bag collectibles complete with one surprise character and a collector’s leaflet. 2-pack and 4-pack blisters are also available to further drive collectability. A range of play sets will launch for autumn/winter.

Children can scan the QR code found on each collectible to unlock a series of webisodes that follow the lives of the Battle Heads. The brand will also be supported with all-new social media channels that promise to build a community of collectors, as well as a 360-marketing campaign. The range is affordable and will be an attractive option for fans of collectibles with fun, playable features.

Hama Beads continues to impress with its variety of fun and affordable products. While Hama is well known for its large gift sets, the small blister packs are a popular pocket money option, available in a range of designs suitable for any child. Each blister pack contains a themed pegboard and an assortment of colourful beads to create a unique piece of art. Once ironed, children can either play with or display their finished piece. Designs include dinosaurs, princesses and glow in the dark. The blister packs start at a competitive price point and are ideal for rainy days.

Breyer Model Horses Mini Whinnies offers a selection of blind bags containing mystery Horses and Unicorns, as well as stickers and collectors’ booklets. The newest addition to this range is the Mini Winnie Horses Surprise Series 4. Retailers can opt for the 48-piece display containing 10 different model horses to collect including rare chase figures.

Breyer’s Arts & Crafts range also makes for a great pocket money option. The fan-favourite Unicorn Paint & Play line allows children to create exciting unicorn models that stand out from the herd. There are four different models in this assortment, each of which comes ready to paint with three pots of iridescent colours (silver, pink, and purple) as well as a paintbrush.

Chengzhen International Limited

+ 852 2312 0610 | www.msztoys.com |

sales09@caipotoys.com

Chengzhen, a Hong Kong-based die cast toy company, received very promising feedback for its MSZ (Metal Speed Zone) brand when it showcased its latest additions at Nuremberg toy fair in February.

EV vehicles in 1:32 scale were some of the most popular new launches during the fair. All the realistic model cars are based upon either Electric Vehicles or Plug-in Hybrid Electric Vehicles, and feature sound effects that imitate the distinctive sound of the real thing. This innovative range offers die cast fans additional play features while also enhancing children's awareness of environmental protection and starting conversations about the changes consumers are making to their every day lives to lessen their impact on the planet. Just like real electric vehicles, each car includes a plastic accessory which acts as an electric charging station. When kids plug this into their toy car a realistic charging sound will play. The headlights

Pocket Money and Collectibles

IMC Toys

01904

With content at the heart of the business, the Cry Babies Magic Tears animated series can be viewed across multiple platforms, including Nick Jr., Netflix, Kitoons YouTube and OTT, Kidoodle TV and Amazon Prime Video. The toys reflect the content, and this year’s new collections include the Cry Babies Magic Tears Tropical Beach Babies and Tropical Shiny Shells. The Tropical Beach Babies feature surprise-reveal characters in beach huts which double up as play sets. There are 12 characters to collect, plus a rare and super-rare character to discover. As well as wearing painted swimsuits, each doll also comes with a removable summer outfit and over eight surprise accessories. Kids can feed the dolls using the magic baby bottle; squeeze their bellies and they will cry real tears.

Cry Babies Magic Tears Tropical Shiny Shells brings seven new dolls to collect, housed in semitransparent pearlescent Shiny Shell capsules, allowing children to select the characters they want to buy. The dolls cry sea foam tears and come with magic sand, which children can dig through to discover over nine hidden accessories.

From Q3, new content is planned which sees the babies on adventures among the Stars, featuring new Talents and Monster friends. Each theme translates to offer a range of pocket-money priced collectibles comprising of Monster Pets, Jumpy Monsters, Star Houses and Talent Babies.

The new Cry Babies Little Changers sub-brand provides eco-friendly, collectible micro dolls to reinforce the messaging of taking care of the planet, as seen in new Cry Babies Magic Tears episodes, and is supported by one-minute stand-alone edutainment shorts. The current line includes six characters centred around nature’s elements and housed in miniature flower capsules with each opening to unveil a themed personalised, interactive world and water-reveal flower. Alongside the recyclable packaging, the product itself is partly derived from plant-based materials to create a durable, biodegradable and recyclable range.

Bath/water play brand Bloopies has introduced new themes to its pocket-money and treat purchase collection, Floaties. New Floaties Dinos, Dolphins and Puppies have joined the sub-£10 collection, bringing extended fun bath time. Kids simply pull string mechanic and the Floaties move across water and also squirt water. A new Jungle theme is planned for later in the year, comprising of six characters.

Cutie Climbers are cute mini collectible animals that climb to reach their favourite foods by pulling the attached string. There are 12 to collect, each housed in a colourful Tree Pack tube. The Family Pack combines collectability with themed playsets and surprise reveals. Children can help the Cutie Climber reach the top of its flower bud house, which opens to reveal a baby inside as well as a mini play set. Each Family Pack comes with a Cutie Climber, baby, string and mini play set which can be connected with other sets to create an entire Cutie Climbers world.

Basic Fun!

01189 253 270 | www.basicfun.com | Tim.Ives@basicfun.com / Lynne.Swatton-Reed@basicfun.com

Basic Fun! UK will continue to appeal to kid and kidult collectors this AW23 with a new Cutetitos theme, a range inspired by one of the most popular female gamers and two huge developments for the Care Bears brand.

The all-new Care Bears Lil' Besties are collectible, mini Care Bears that open up a new play world. With adorable expressions and fun action poses, there are 50 plus Care Bears Lil’ Besties to collect across the launch collection, from surprise reveal single figures to 360-degree themed Lil’ worlds. Also new are Care Bears Peel & Reveal Surprise Figures, with six different poses to collect. Kids can unbox these new mystery friends, then peel away to find out which Care Bear has been collected.

The evolution of Cutetitos continues into AW23 with Sleepitos. The new theme takes the collection off to the land of nod; as kids unwrap Cutetitos Sleepitos, they’ll find they’re just about ready for bedtime. Each character wears pyjamas and the box packaging transforms into a bed with headboard that becomes part of the play. Kids can collect and cuddle up to 10 Sleepitos characters.

The world of gaming is coming to the Basic Fun! portfolio with MeganPlays: a collectible plush range inspired by the hugely popular game streamer who attracts over 71m monthly viewers. With this new collection, Megan’s fanbase can collect her favourite characters and get the full 360-degree phygital experience. The collectible, surprise-reveal Mystery Plush range lets fans unbox cuddly characters from cute mystery boxes. There are also six characters to collect as plush danglers.

The Basic Fun! UK portfolio is supported by a programme of marketing activity. Retailers can also ask about the My Little Pony commemorative collection, which is perfect for celebrating the brand’s 40th anniversary.

Magicbox

01293 222 500 | www.magicboxint.com

sales@magicbox-toys.co.uk

Magicbox offers something for every young collector with its strong portfolio of mini figures, mix & race vehicles and mini dolls.

SuperThings brings kids a heroic line-up of collectibles to discover. The popular range continues to go from strength to strength, with each new collection outperforming the last and the new line promising to deliver yet more success. With prices starting from under £1 RRP, the upcoming Mutant Battle theme introduces quirky character mixups to the brand.

Available from autumn/winter, this theme welcomes a new colour-change effect to the range and more than 80 new SuperThings characters to find in four possible finishes: regular, silver, gold and colour-changing. Magicbox is throwing its full marketing support behind this launch, with fresh webisode content set to reach kids in a new way and digital pre-roll and TV included as part of an inventive marketing campaign.

There’s more on the way from Magicbox’s expressive mini-doll collection, KookyLoos. The Glitter Glam Series will introduce 12 new dolls and a generous amount of glitz to the range. This series comes in newly shaped box packaging that retains all the features fans know and love. Each doll has three unique faces so kids can change their KookyLoos’ facial expression with the swipe of a finger. Each doll also comes with clothing and accessories they can be styled in; kids can find each item hidden inside a mini paper bag.

This year, kids are invited to dive into the underwater world of Kooky Mermaids and discover four new characters tucked away inside colourful, iridescent shells. Each shell opens to reveal a magical play set where kids can enjoy their Kooky Mermaids. There are many surprises in store: each doll comes with two outfits - a beautiful mermaid tail and stylish dress – plus cool accessories. Each set also comes with an adorable pet pal hidden inside a pearl.

T-Racers mix & race vehicles and drivers will speed into autumn/winter with two new themes. Both the Color Rush and Light Speed series will introduce eight new cars and racers to collect, unlocking more than 500 possible combinations. The ultra-rare, colour-change Tagmalion will be a key chase item within the Color Rush series, while in the Light Speed series, the hunt is on to find the ultra-rare Infinity Racing T-Racer, with its futuristic gold features and gold flecked panelling.

Magicbox has made a serious commitment to delivering affordability, good margins and high-impact marketing, whilst also phasing out plastic packaging.

Brainstorm Toys

01200 445 113 | www.brainstormltd.co.uk

Brainstorm has a range of collectibles at impulse price points including the hugely popular Eugy craft collection which continues to expand. The collection comprises 53 unique Eugy 3D models made from environmentally friendly, biodegradable card with natural eco-friendly ink and non-toxic glue. Each model can be built by following a simple number sequence and children will enjoy collecting them all. New to the 2023 range are Squirrel, Spino, Moose and Red Dragon with more added in phases throughout the year.

StikBot continues to be one of the most popular craze toys around and the creators, Zing, consistently refresh the range with new additions. As the exclusive UK distributor of StikBot, Brainstorm is launching the new StikBot Monster Werewolf Pack which includes a Werewolf, StikBot and a StikBot Monster, as well as a StikBot Monster Cyborg Pack that features a Cyborg, a Mad Scientist and a Monster. As well as allowing children to use the StikBot App to create their own stop-frame animations, StikBot is also highly collectible with a huge selection of different characters and colourways.

Also new from Zing, and distributed exclusively by Brainstorm in the UK, is the new Klixx Creaturez range. Like StikBot, they can be used to create highly intricate stop-frame animations that children can make and share. However, Klixx has even more fidget play possibilities with over 200 points of articulation. This collectible pocket money line includes three initial characters: Spider, Cobra and Scorpion that come in two colourways. Each Klixx character can be snapped and clicked together.

Thumbler is a pocket-sized spinning top that transforms into a multi-coloured light show when swirled. The fidget toy has its own stand and features a symmetrical spinning top encased in a special enclosure that allows it to spin faster and longer. Thumbler also comes with detailed scientific information about the physics behind each spin on the Brainstorm website. As well as entertaining children, Thumbler makes a great desk toy.

The Outdoor Adventure Range from Brainstorm Toys includes a number of pocket money lines that will inspire children to get outside and exploring in nature. Each product in the range complements the other and be collected starting with the impulse-price Monocular right up to the new Nature Explorer.

Pocket Money and Collectibles

Bandai UK

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

Launching for AW23, Pinky Promise is a new collectibles range featuring character-led, wearable gemstones. With a long-term brand growth strategy, the Pinky Promise Gemmy Friends boast instant on-shelf appeal with iconic princess-themed packaging, golden crowns, sparkling carriages and diamond-shaped play sets. With 84 characters to collect in Series 1, including special, exclusive and unique chasers, spanning six differently themed families, each Pinky Promise can be attached to its jewel accessory and worn as either a ring, hairclip, bracelet, or necklace. The entry SKU is the Surprise Crown 2 Pack, while hero line, the Royal Carriage Mini Set, provides children with three collectible surprise gem characters, two hairclips and a Royal Carriage mini playset.

The Miraculous cross-category collection offers an affordable, pocket-money purchase opportunity with its Kwami collectibles. The range is set to benefit from the new movie release planned for later this year, alongside fresh multi-platform content and the latest animated series currently airing on Disney+. The new Kwami Surprise Sparkle Series offers 12 styles to collect; the figures themselves are housed in Miraculous blind boxes and moulded holding their precious Miraculous jewel. Four new characters have been introduced to the collection, including two glitter chase figures appealing to repeat purchase patterns and encouraging collectability.

Bandai’s Sonic Prime range features collectibles and pocket-money priced lines including blind-bagged, non-articulated 6.5cm figures, with 16 characters to collect, including four rare figures. Meanwhile, there are eight figures to collect, including two rare editions, in the 7.5cm articulated figure collection, all housed in blind-boxed packaging and including a display stand. The Sonic Prime figural keychains offer 12 characters plus two rare versions to collect, while the Clip On Plush has six 13cm plush characters to collect and attach while on the go.

Bringing 90s’ video game franchise Crash Bandicoot to the toy market, Bandai UK’s range of collectible character action figures and plush taps into themes and elements seen and experienced within the gameplay. Hero line, the 2.5” Smash Box Surprise, features 11 assorted character figures including the limited-edition golden Crash chaser, all housed in reusable, stackable display smash boxes, reflective of the video game-play pattern.

Anime-centric miniature collectibles brand Chibi Masters is available as a sub-£10 licensed assortment that appeals to fans young and old. The collection introduces new Dragon Ball, Demon Slayer and My Hero Academia waves for 2023 alongside fan favourites Naruto Shippuden and JuJutsu Kaisen. The stackable window box packaging allows for immediate impact at retail, and best optimises on-shelf placement.

YuMe Stranger Things collectibles offer an entry-price collectible option: the Stranger Things Upside Down Foil Bag. Each blind bag includes one 2.5” figurine, accessory and card featuring never-before-seen artwork. There are 11 characters to collect from all four seasons of the show, plus a rare mystery chase character. A sell-out during its initial launch, the Stranger Things Upside Down capsules combine a collectible with an unboxing experience and play and display opportunity. Including a mystery figurine, interactive accessories, activity clue cards and collectible card packs, the retro TV capsules open up to reveal mysteries and fan-favourite moments from the show. There are 11 characters to collect, with a further series planned for the Q3/Q4 period.

Just Play UK

www.justplayproducts.com | uksales@justplayproducts.com

Just Play will be releasing new additions to its hugely popular Disney Doorables range. The collectibles recently featured on ITV This Morning and BuzzFeed UK as one of the collectible toys to watch for 2023, and also featured in Disney’s Wonder-ful Playhouse activation. With it being Disney’s 100th anniversary this year, this range is set to be a very popular pocket money purchase.

Series 1 of the new Squish’Alots will appeal to toy collectors and Disney fans alike. The delightfully squishy characters in this new version of Disney Doorables encapsulate the ASMR trend. Behind every door is a blind

Pocket Money and Collectibles

Spin Master

01628 535 000 | www.spinmastertoys.co.uk

Spin Master has a wide selection of collectibles this season from popular brands such as Purse Pets.

For little fashionistas, the Metallic Mood Purse Pets are new, fabulous interactive pets. Just like in previous ranges, new characters Rebel Stripez and Flashie Frenchie respond to touch, blink and have over 30 exciting new sounds and reactions. When out and about, Purse Pets bags blink and make sassy sounds as they interact.

Also new to the range, the Savannah Spotlight Belt Bag features beautiful details including pebbled faux leather accents, amped-up expressive eyes, metal zip and an adjustable printed Purse Pets strap to wear. Both stylish and functional, this interactive bag is packed with Purse Pet’s iconic features.

The newest addition to the popular Purse Pets line is the Hedwig Purse Pet which features enchanting, blinking eyes and brings the iconic Harry Potter owl to life.

Flair GP

Flair is adding two new collectible brands to its portfolio: CapStars and Pocket Money Piggies, which launch later this year.

Available from AW23, CapStars are sustainable pencil toppers and the first Flair collectibles to be made from 100% recycled materials, with each CapStar preventing eight plastic bottle caps from going into landfill. There are characters from across the DC and Marvel universes, along with Disney, with 12 characters in each range. All are pocket money priced and perfect for kids aged 5 years+ as well as older fans. Each CapStar comes blind packaged in sustainable paper packaging, offering a fun reveal experience, and there will be limited-edition characters to collect.

Pocket Money Piggies are cute collectibles with each piggy coming in its own soft Piggy Bank, full of surprises, and packaged in its own plastic-free shopping bag. There are five Piggies to collect in series one, each with a different theme, be it Kawaii, Pop Star, Sports, Prom Party, or Winter, and a combination of contents. Kids can pose the Piggie character in its mini-shop and mix ‘n’ match the four full outfits and accessories that come with each Pocket Money Piggie. The Piggy Bank can also be used to save real money.

Wow! Stuff

01902 390 428 | www.wowstuff.com | mark.cooper@wowstuff.com (UK and EMEA) | sunny.walia@wowstuff.com (US)

Wow! Stuff is taking fandom to a whole new level with its patent-pending connectable collectible ranges: Nano Pods and Pods 4D.

Nano Pods is a surprise-reveal collectible range that takes iconic licensed characters and houses them within nano-sized hexagonal pods. Each blind mystery boxed Nano Pod has a slot-together system and, as fans collect brands such as Marvel, Disney, DC and the Wizarding World, they can connect the pods together and build any desired pattern or shape they wish. Nano Pods can be arranged on a shelf or on a wall allowing kids and kidults to create original displays in their own way.

Having launched this spring, Nano Pods benefits from the support of a fully integrated marketing campaign, and longevity for the range is assured with heaps of new characters and brands to be introduced later this year.

Collectors can see things from a new perspective with Pods 4D: 15x15cm hexagonal pods which feature a super-high-resolution 3D lenticular background, making the characters appear as if they’re bursting out. Each pod showcases a much-loved character, from Marvel to DC and Disney Kingdom to the Wizarding World, with more on the way.

Nano Pods and Pods 4D are compatible with one another, so fans can collect, connect and display all their favourite character brands and superheroes in a unique and individual way.

Pocket Money and Collectibles

Craft Buddy

Following the immense success of Series 1 of Crystal Art Buddies since its launch last October, Craft Buddy has announced that Series 2 will be hitting the market later this summer, marking an expansion of the range which marries arts & crafts and collectible toys.

Crystal Art Buddies Series 2 features over 30 characters including new licensed designs from Disney, Star Wars, Marvel, L.O.L. Surprise!, Paddington and Peter Rabbit. Series 2 also features a range of non-licensed Buddies; with a selection including everything from superheroes to a whimsical little kitten, there's something for everyone.

Enjoyed by kids aged 6+, as well as kidults and adult collectors, Crystal Art is a fun and easy craft activity for the whole family. Buddies is an ideal entry point to the craft as each one takes only 30-45 minutes to make, and the kits contain all the tools, crystals and instruction needed to complete the project. Whether creating art with friends, spending quality time with family, or simply looking for a fun and relaxing activity, Crystal Art Buddies offers a unique, engaging and rewarding experience for all ages.

Craft Buddy is also expanding the ‘craft & collect’ concept to its new Disney 100 Crystal Art Sticker album, which is scheduled to launch in early summer.

Epoch Making Toys

0208 049 1377 | sales@epochmakingtoys.com

January saw Sylvanian Families launch the 10th series of its popular Baby Collectibles Series - Baby Fairy Tales. Based on classic fairy-tale themes, there are seven limited edition characters each with a unique outfit and accessory to collect plus a secret figure. Available in a blind bag, they can be combined with the Baby Amusement Park range including the new Floating Cloud Rainbow Train and Baby Mermaid Castle (available from July).

The original stick-with-water bead brand, Aquabeads, offers a host of pocket money priced sets to choose from including a wide variety of themed refill sets that allow fans to extend their existing collections. New for 2023 is the Fancy Nail and Dreamy Nail Refill sets, both part of Aquabeads’ new sub-line, Aquabeads Nail Studio. Featuring reusable nails and accessories, children can create magical manicures with just water.

Character Options

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

Character Options is delving into the popular world of game streaming with two collectible ranges inspired by acclaimed gamers.

The first is Lankybox, based on the most highly viewed YouTube gaming duo in the world. Stars Justin and Adam, along with a cast of animated characters including Boxy, Foxy and Rocky, create high-energy, laugh-out-loud content on their channel including challenges, gaming and shorts. The Lankybox toy collection takes inspiration from this content and comprises cool, collectible lines. The Mystery Squishies are so soft and satisfying that fans of the popular channel will want to collect them all. Mystery Squishies mirror the most popular Lankybox characters, with six to collect. Following the same surprise reveal theme, the Mini Mystery Figures let kids unwrap and collect characters based on the channel’s bizarre cast. 8” Plush versions of the well-known characters include Shark, Foxy, and Boxy and are the perfect addition to any Lankybox collection.

Kids can also get their hands on a cute collectible range inspired by the No. 1 female-led YouTube channel. Jessica Bravura (better known as her online alias Aphmau) is a streamer known for her love of cats. Her fast-growing, engaged following currently stands at 15m, creating huge demand for mini versions of her animated feline friends.

Meeting this demand is the Aphmau Mystery MeeMeow Figures range. These small yet mighty blind-boxed figures are highly collectible. Fans can collect eight surprise companions in each series, with a variety of food and fantastical themed cats to discover. The Collectible Mystery Plush, meanwhile, are both super-squeezable and small. These plushies are ideal as bedtime buddies or travel pals. There are eight 6” cat characters to collect in each series.

Pocket Money and Collectibles

A.B.Gee

01773 570 444 | www.abgee.co.uk | sales@abgee.co.uk

Already an official distributor for Hasbro, Mattel, Spin Master, Jazwares and Moose Toys among others, A.B.Gee is now able to offer the World’s Smallest range to its customers. An extended range of fully functional, miniaturised, collectible toys, the World’s Smallest collection offers impactful packaging along with best-known brands such as Rubik’s Cube, Hot Wheels, Barbie, Magic 8 Ball, Lite Brite, Stretch Armstrong and more, at an affordable price. Going forwards, A.B.Gee will be supporting the new lines with PR campaigns, traditional marketing material and a strong social media presence. A limited range is available to order now, with an extended range coming for autumn/winter.

Mattel

01628 500 000 | www.mattel.com

Mattel presents a range of collectibles and pocket money toys in 2023 from its portfolio of well-known brands including Barbie, Hot Wheels, Matchbox, Polly Pocket and Disney Frozen.

In 2022, Barbie launched an unboxing experience with the Barbie Cutie Reveal range, and this year expands the range with the Jungle Fun Series, which includes, an elephant, monkey, tiger and four surprise bags in each package. Barbie also continues to expand the Color Reveal range with the new Sweet Fruits Series. Hot Wheels diecast is the worlds No.1 selling toy with fresh new cars to collect in every mix; fans can create an impressive collection of Hot Wheels vehicles, from the Car Culture range, to the Boulevard, to the new Fast and Furious collections.

In 2023, Mattel is commemorating the 70th anniversary of the Matchbox brand and seven decades of die-cast adventures by reflecting on its legacy and looking on to the future. To celebrate, the brand is introducing a line of special limited-edition vehicles.

Mattel introduces the Disney Princess and Frozen range to its portfolio this year, with new lines including Core doll assortments, Small doll assortments and Reveal assortments. The Disney Princess and Frozen Core dolls include a posable fashion doll in her signature look. The Small doll assortments include doll houses fit for adventure, in a charming small scale, which can be collected and stacked. The Disney Princess Royal Color Reveal dolls and Disney Frozen Snow Color Reveal dolls feature six magical surprises in each package. Kids start the fun by opening the tube and pulling out a mystery doll covered in Color Reveal coating, plus three bags with hidden surprises.

Micro doll Polly Pocket adds new themed compacts to the Pocket World Assortment, including the Something Sweet Cupcake, Camp Adventure Llama, Pinata Party and Doggy Birthday Bash compact. Each set includes two dolls which have new articulation, with five moveable joints for richer pose and play action.

Sambro International

0845 8739 380 | www.sambro.com | sales@sambro.com

Launched in AW22, Bops N Tops has become one of Sambro’s most popular new ranges, featuring collectible characters from some of the world’s most-loved franchises including Paw Patrol, Peppa Pig, Disney, D100 and Marvel, with new licences such as My Little Pony and others coming soon.

Suitable from ages three years and over, Tops are perfect for personalising pencils and the Bops each have their special stamp design to decorate stationery, providing creative fun for kids. The range enjoys continued refreshes and is available in single foil bags, three packs and bumper five packs.

With over 50m units sold since its launch in 2016, Puzzle Palz, the 3D jigsaw puzzle eraser is another pocket money toy which offers collectible fun for kids aged three and over. Kids can build the Puzzle Palz erasers using the puzzle pieces provided in each pack, creating characters or vehicles from popular licences including Paw Patrol, Disney Classics, Marvel, Disney Princess and more.

Coloured theming and scented features mean the novelty toys are highly collectible, and new licences will be launched in AW23, including Teenage Mutant Ninja Turtles, Transformers and My Little Pony. The range includes single packs and collector’s packs.

Zuru

Following the global success of the 5 Surprise Mini Brands launch four years ago, Zuru continues to introduce new series of miniature replicas of favourite household brands.

Kick-starting the ‘mini-mania’ collecting trend, Mini Brands has proven to be a social sensation and is cited as the most liked toy on TikTok, with the hashtag #minibrands now topping 5b views. The company continues to drive the miniature collectible trend while evolving the Mini Brand experience by developing sub-brand ranges based on popular themes. With plans for additional ranges to be unveiled for the Q3 period, Zuru currently produces mini versions of some of the world’s most recognisable toys, Disney brands and fashion accessories, appealing to both children, kidult and retro-collector audiences.

Now in its third series, Toy Mini Brands offer a range of realistic miniature replicas of classic and contemporary toy brands, and children unwrap and peel to reveal five mystery miniatures in every capsule. Series 3 brings more than 90 miniature toys and accessories to collect including ultra-rare frozen moments. Miniature toybox favourites include toys from Hasbro, K'Nex, Nee Doh, Tamagotchi, plus accessories including mini money, wheelie baskets, carts and shelves for children to create their own mini toy store.

Combining the latest trends with timeless classics, Zuru has developed a fashion-inspired range with the Mini Fashion line. Series 2 introduces a new collection of 24 high-end fashion handbags and over 100 deluxe stylish accompaniments including rare chaser items such as metallic bags and sweet-scented accessories. Offering an additional option within the Mini Brands portfolio, Mini Fashion offers greater choice on-shelf and opportunities for consumers to continue their brand journey.

Last year, Zuru announced its partnership to develop a range of Disney characters made mini. Series 2 of the Mini Brands Disney Store presents over 60 replica miniatures of popular Disney brands to collect from Marvel, Pixar, Star Wars, Mickey Mouse & Friends and Disney Princesses. Collectors can find minis of their favourite characters such as Woody, Thor and Tinker Bell, plus ultra-rare gold mini, and special accessories to recreate their own Disney Store.

Pocket Money and Collectibles PMI

+972-52-4614444 | www.pmi.co.il | omer@pmi.co.il

PMI, as the acronym Pocket Money Items implies, believes that every child deserves to experience the joy of play, no matter their circumstances, and that is why it continues to deliver the most on-trend toys and brands with some of the hottest licences at affordable price points.

Crowned as Netflix’s best animated children’s series of all time, Sonic Prime’s Articulated Figures in Blind Capsules are set to fly off the shelves in summer 2023. Standing at 7.5cm, the range includes eight characters to collect, with varying rarities and immersive packaging.

PMI is also launching the Sonic Prime Collectible Figure in a Blind Box this summer. Both children and parents can enjoy a nostalgic, yet fresh and enticing unboxing experience, with 16 different character designs. These have varying rarities and include a collector’s leaflet.

Sonic fans can also take their favourite characters with them everywhere they go with the Sonic Prime Clip-On Plush. With six different 6-inch characters to collect in a soft, cuddly material, and faithfully recreating the design of the original Netflix show, they can be clipped onto anything.

With Piñata Smashlings, Toikido, in partnership with PMI, is launching a new and magical Piñataverse - a Roblox game supported by a physical toy offering launching in August 2023. Soft and cuddly, standing at 5-inches, each of the six available Piñata Smashlings Blind Box Plushies will have a redemption code granting exclusive in-game benefits.

There are also Smashlings Figures in a Blind Pod; with over 50 fresh designs, the 1.3-inch figures are packed in a uniquely designed rainbow pod with legs. This innovative packaging design is rooted within the Roblox game’s plot and gameplay, making it not only cute and original, but relevant to its source.

Pocket Money and Collectibles

ToyTopic

sales@toytopicgroup.com

ToyTopic is expanding its range of collectible brands with new launches from WowWee.

New collectible fidget toys with a fashionable twist, Fashion Fidgets from WowWee are styled and accessorized dolls that double as fidget toys. Each Fashion Fidget has at least three fidget features enabling kids to pop, twist, pull or spin. With 18 plus dolls to collect in Series 1, the dolls will be available at pocket money friendly prices from summer 2023.

Bringing the fun of the hit online game Twilight Daycare home, new dolls based on much-loved characters will drop in 2023. The Twilight Daycare Collectible Babies from WowWee come with fun costumes and accessories from the game, plus redeemable codes.

Taking the next step into the metaverse and appealing to animal lovers, new Meta Cubez will also launch, featuring collectible pets matched with redeemable Roblox codes.

Schleich

01279 870 000 | www.schleich-s.com/en | schleich@schleich.co.uk

Schleich’s bayala range welcomes Series 5 of its Collectible Unicorns line. There are seven limited edition unicorns to collect, each with a different crystal tattoo on their flank and detailing including glittery manes and tails. Available in a CDU, they also come with a small collector poster. Series 6 will follow in July.

Series 2 of bayala’s Collectible Eggs hits shelves this month. Featuring 12 hatching baby plants including two special edition crystal versions, each comes with a mini collectible poster. The range is available in a CDU containing 22 eggs.

Eldrador Mini Creatures Series 3 is available now, with Series 4 landing in August. With 16 to collect in both series including new Shadow World editions and a special edition golden Mini Hero, the mini creatures of Series 4 have two weapons each. Collectors can stack the creatures up and knock them over or put them in the cockpit of one of the four new Eldrador Mini Creatures Robots. The Mini Creatures are available in a blind bag and come with a collector poster.

The world of collectible cards welcomes HoloToyz’s new range of Awesome Reality trading cards. Designed specifically for 4-6-year-olds, these cards are a billed as a game-changer in the collectible aisle. Each pack includes five cards featuring over 60 characters, all of which come to life through the free HoloToyz app.

What sets these cards apart from traditional trading cards is the Augmented Reality technology. By scanning the cards with the HoloToyz kidSAFE app, children can see a range of quirky characters come to life in a whole new way.

This innovative approach to collecting and gaming is sure to capture the imaginations of children everywhere and is an exciting development in this competitive category. While the AR technology itself is impressive, the range of characters and special effects available in each pack will also keep kids coming back for more. With rares, super rares and special effects included, there's always something new and exciting for kids to discover.

Simba Smoby Toys UK

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

Tipped to be a hugely popular addition to the pocket money aisle this year, Simba Smoby Toys UK’s Minecraft Blister Packs are based on one of today’s most popular gaming licences. Each pack contains one die cast nano collectible figure measuring 1.65” tall. This new CDU assortment replaces the blind bag collectible from last year, which was Simba’s No. 1 volume item, so the forecast for this line is high.

Kids can commemorate Disney’s centenary anniversary with the adorable blind-bagged Disney 100 Collectible Figures. These 1.65” tall die cast figures are very affordable and perfect for all Disney fans, who will enjoy playing with and displaying all their favourite characters including Mickey, Minnie, Winnie the Pooh, Toy Story’s Woody and many more.

Fans can continue the surprise reveal fun with the Harry Potter Blind Bags. Inside each pack is a single metal figure based on a beloved character from the Wizarding World. There are 24 mystery Nano Metalfigs to collect. Each stands freely, making them perfect display pieces.

Simba’s Jada Toys range comprises a host of other cool collectibles, including the 4” Superheroes Figure Assortment and the Nano Hollywood Rides CDU. The latter offers all the excitement of the regular Hollywood Rides collection but on a miniature die cast scale. Collectors can get their hands on numerous different 2.5” vehicles across a wealth of different licences, creating the ultimate display of all their favourite, iconic vehicles from the big screen.

Small in size but big on detail, Majorette is a premium collection of 3” scale cars featuring opening doors, suspension, transparent front lights and detailed interiors. The collection is available to retailers as a 36-piece CDU containing a variety of 18 themed model cars. A popular pocket money purchase, the line features a strong line-up of licensed cars to collect. A new wave of Tune-Ups arrives from autumn/winter, offering seven surprises with each pack.

Toikido

www.toikido.com | contact@toikido.com

Kids love collecting and kids love Roblox, so Toikido believes it’s time to integrate physical and digital play. Piñata Smashlings is a brand-new offering comprising both a Roblox game and toy range aimed at kids aged 5-12 years old.

As the industry witnesses a shift in how entertainment is consumed and used, with an explosion of influencers, creators and platforms now at kids’ fingertips, Toikido has identified that kids’ heroes stem from YouTube, Twitch and TikTok rather than Hollywood and sport; play patterns are changing and digital and physical play is merging. The first IP launching on Roblox to be simultaneously supported by a full physical toy offering, Toikido is designing the Piñata Smashlings Roblox game with toys in mind, while also fleshing out the toy line with Roblox gameplay in mind.

The Piñata Smashlings game promises to be a blockbuster experience. Players will be given the ability to customise their favourite Smashlings and their home, explore new areas of the Piñataverse and enjoy moments of wonder as they progress through the game. The game will also be supported by continuous updates and live ops that will introduce new characters, worlds and fun experiences for players to enjoy.

Both the Roblox game and toy launch will be supported by a multi-channel marketing approach with a strong digital and influencer strategy at its core. With over 50 Smashlings to collect in series one, this rich IP provides scope for plenty of unique characters that can be leveraged in retail promotions, collaborations and exclusive opportunities.

Physical Piñata Smashlings product includes collectibles, action figures, plush and play sets, all of which are coming to market as part of a line covering all the bases expected from an exciting new brand launch. Piñata Smashlings will be instantly recognisable by kids and parents alike as something genuinely vibrant and fresh.

Expected best-sellers include the collectible Piñata Smashling figures, which will be sold as blind Piñata Pods, 5-pack blisters and a 6-pack Deluxe Box. There will be six styles of plush to collect, presented in blind boxes within a 12-piece CDU, plus a series of plush buddies and huggable Piñatas. Three impressive play sets complete the range: the Party Bus, Yum Yum Truck and Rainbow Whale all come with Piñata Smashling figures so kids can continue building out their collections.

The IP benefits from hundreds of characters, all with their very own unique profile and back story, providing limitless potential for expansion. There is also huge potential for exclusive characters and items as well as cross promotion of physical products within the Roblox game.

Piñata Smashlings’ own media channels (game, animation, books and magazine) will act as a platform for the brand and toys to grow.

Toikido is dedicated to making Piñata Smashlings a global success both online and instore, and will therefore offer plenty of unique retail promotions, collaborations and exclusive retail opportunities tailored to individual partners. Readers are advised to get in touch to discuss this further.

STICKERS AND TRADING CARDS

Moose Toys

01637 882 201 | www.moosetoys.com

Real Littles are ‘Things you love made micro’; from backpacks to handbags, shoes and crafts, each collection is filled with cute, colourful mini surprises - and each one really works.

A consistent bestseller from the range is the Basic Backpack, with school supplies made micro. Kids can unzip the backpack to reveal four cute stationery surprises: tiny, coloured pencils, candy markers, small stickers, erasers, notebooks and novelty pens. There’s even a tiny sticky tape dispenser. In other areas of the brand, a collaboration with Disney means favourite characters can also be found inside Real Littles bags and lockers.

Launched for spring 2023, Real Littles Micro Craft are cute, colourful stacking caboodles filled with mini surprises to create crafty masterpieces. There are six assortments available including a DIY lightbox, terrarium, backpack, painter set, bath bombs and snow domes.

Also in the favourite collectibles line-up is Magic Mixies, which welcomes new Mixlings for spring 2023. The range includes Collector’s Cauldron, where kids can find out what Mixling they will create with a magical unboxing. Kids simply rub the gem on their cauldron and say the magic words 'Magicus Mixus' before opening the cauldron to discover if they've created a Common, Rare, Ultra-Rare or Limited Edition Mixling. Each Mixling has special magical powers that are activated with the included magnetic, glow in the dark or pipette wand. They can repeat the magic Cauldron Gem reveal again and again and use the Magic Cauldron to store their Mixling and other trinkets.

For double the magic, the tap and reveal Cauldron creates and reveals two cute Mixlings. Kids use the wand or pipette to activate the magical powers and discover Enchanters, Fliers, Vanishers, Spellsters and Morphlings. There are over 40 to collect in the series.

Pocket Money and Collectibles

Playmobil

01268 548 111 | wwwwww.playmobil.co.uk

Children are now able to either start or expand their current collection of Playmobil with the new Fi?ures Series 23. The series introduces 24 new heroes and heroines ready to move into the toy box, all with exciting accessories to discover and collect. Kids can combine the characters with other Playmobil sets and worlds as the different components that come with each figure are perfect for mixing & matching, or start building their first Playmobil collection with the new figures and see where their journey takes them.

The new series is sold in blind packets, adding an element of suspense and excitement when children open the bag and discover what’s hiding inside. The range includes characters spanning varied careers and interests, such as American Football Player, Fire Fighter, Baker, Mechanic and even Pirate.

The Fi?ures bags come in an easy to site counter display unit ideal for till points and on-shelf ranging. Alternatively, retailers can choose from a number of in-store point of sale options such as shop floor dispensers. Fi?ures Series 23 is available now, with Series 24 arriving in July.

The Playmobil Special Plus range includes exciting collectible figures which now come complete with even more fun accessories than ever before. Perfect stocking fillers and with plenty of figures to choose from, new additions to the range include Police Officer, Ballerina or the Frog Prince.

The individual figures can be enjoyed on their own or with any Playmobil play set, allowing children to either create their own scene or merge their worlds together. With new Playmobil Special Plus figures continually joining the range, there is a growing selection for children to collect and enjoy.

New additions to the Playmobil Special Plus range include Environmentalist, who comes with plenty of accessories to help clear up the beach; Grandma with Cats, which comes with four feline friends and Pizza Chef, complete with everything needed to make the perfect pizza.

Available at an attractive pocket money price, Playmobil Special Plus is the perfect impulse toy to keep children entertained all year round.

Two launches every 12 months mean there is always something new for collectors to enjoy. Each launch comes in a easy to site sales stand (whilst stocks last) and can be further supported by a number of in-store points of sale such as flags and shop floor dispensers.

Playmobil Special Plus is recommended for ages four and over.

KAP Toys

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

Following TV advertising, influencer campaigns and a PR campaign that saw the product featured on This Morning! With Holly & Phil, KAP Toys’ Disney 100 Surprise Capsules are a hero line in the Disney 100 programme and feature a highly detailed collectible figurine. Combining all the experience of unboxing developed by YuMe Toys, they are already proving successful with retailers.

For the second quarter, KAP Toys is releasing its first ever trading card game (TCG), Marvel Mission Arena. This ties in perfectly with the Marvel movie release of Guardians of the Galaxy Vol.3 which hits cinemas on 5th May. The TCG features 219 cards to collect/game with, beautifully produced by Italian company Cicaboom. The marketing campaign kicks off with a cover mount/sampling activity which will deliver in excess of 200,000 gaming cards being distributed, and this will be followed by TV advertising and social media campaigns. Toy Fair feedback indicates this line could run and run throughout 2023 with the ability to introduce further waves in the future.

Q3 will see the launch of Splats Head. This zany collectible is soft and squishy but heavy enough to give an unbelievable splat, with 12 different styles to collect at launch and licensed introductions joining the range before the year end. There will be a full preview at Toymaster show or online for those booking an appointment.

Reinforcing its position as a collectible specialist, KAP Toys will introduce a second Marvel line in Q3 called Marvel Boomez, which offers a dice, gaming card, collector handbook and a detailed Marvel figurine with a great price point and play value.

For other gift purchases, the Hello Kitty Cappuccino collection launched in Q1 and Hello Kitty Little bags will be launching in Q3.

Funko

Funko Europe gave the trade its first look at Bitty Pop! - the brand-new, micro-sized collectible that takes the famous Pop! form factor to another level - at London Toy Fair in

A small but mighty new introduction, Bitty Pop! figurines will be launching in classic Disney characters and Warner Bros. favourites from Harry Potter, all in 7/8” scale. Funko says Bitty Pop! will set a new precedent in the collectibles industry, by not only adding its selling Pop! category but by also giving collectors around the world another

From July 2023, the innovative

PlayMonster UK

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

trade@playmonster.com

The new Ann Williams Puffy Charms range brings fashion and iconography to life through stylish charms featuring cute and retro icons, animals and characters. Easy and fun to make, kids simply stick two puffy stickers together to make a charm and add it to a necklace, pencil, shoe or bracelet to create a look of their own. Launching for AW23, the sets will range from impulse/stocking fillers to larger sets.

The popular Charm Jewellery range continues with a new focus on sustainability featuring 100% recycled plastic and recyclable packaging and materials. ‘Make Your Own’ Charm Jewellery is a craft range for children to create pieces of beautiful jewellery with silver-coloured and enamelled charms.

schedule in place for this spring, including much-anticipated introductions across both the Sport and Entertainment categories. Key launches include the Harry Potter Sticker Collection, Super Mario Stickers, Jurassic World Anniversary Trading Cards, Premier League Adrenalyn XL Plus and the England Sticker Collection. The upcoming England Sticker Collection will be the first of its kind, featuring both the Women’s and Men’s teams in one exciting range.

Viewpoint

Who’s winning–Amazon or you?

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.

We're only three months into 2023 and already Amazon finds itself dominating the business news. With a relentless focus on driving its bottom line, what does this all mean for toy brands selling on Amazon?

With Toys & Games being in the top five categories on Amazon (some even say it’s in the top three), profitability scrutiny was inevitable. Amazon has experienced a downturn in sales and ad revenue from merchants in 2022, compared to the pandemic years of 2020 and 2021. Its gameplan to increase profitability was clear when it announced it was cutting 18,000 jobs, as well as closing three warehouses in the UK.

From bizarre requests through AVN (Annual Vendor Negotiations) to the new distribution rules – trading with Amazon in 2023 is going to require a unique and tailored approach.

Amazon – the dream profitable account

I remember a time when the consensus was that Amazon was a brand’s most profitable account. Whether vendor or seller, Amazon was first and foremost interested in maximising selection. This allowed brands to list their entire catalogue, invest in small levels of terms and see great returns. Fast forward to 2023, and Vendor Managers are now tasked with maximising profitability as a priority.

Over the past few years, we have witnessed trading conditions where Vendor Managers would confidently take a line off sale until Amazon was able to return back to a healthy margin (a process known internally as CRaP). This process has been elevated; we have seen significant bestsellers and Top 100 items taken out of sale from Amazon until the brand is able to either offer a new cost price or fund the negative margin.

In 2023 AVN (Annual Vendor Negotiations) I have seen numerous instances of requests from Amazon to invest into marketing programmes without any clarity on what the vendor receives in return. Companies may also be faced with Vendor Managers pushing brands to raise investments in the Amazon Vendor Service (AVS). This isn't a big surprise, given that brands rely on AVS to complete even simple tasks such as catalogue updates. But it's also driven by Amazon's recent round of layoffs, which reduces the number of available Vendor Managers in 2023.

These requests appear somewhat generic in nature, with no apparent evidence of the vendor manager tailoring the requested investment support around the brand and its catalogue. Whilst I agree that businesses should be investing in Amazon to help drive sell through as well as providing a win-win margin for both, I do think some of these latest requests are absurd.

So, whilst items were delisted, businesses turned to a hybrid model and moved the sale of these items through Seller Central. A few years ago, this was a route for most businesses and allowed for a healthy margin for most sellers.

Having looked closer to a Seller Central P&L, once all costs are attributed, Seller Central turns out not to be as profitable as may had originally anticipated.

With Amazon raising storage fees as well as forcing sellers to bid for storage space, it is getting harder to manage a hybrid model when looking to achieve like for like profitability versus Vendor Central. Amazon has been taking a higher percentage of revenue from sellers - over the last five years we have seen that this has increased from 40% to 50%. I foresee a shift happening from Seller Central back to Vendor Central for those that pushed more sales through B2C than B2B.

The impact of cutting out the middleman

In recent news, Amazon is continuing to follow its strategy to increase profitability through its retail business by cutting out distributors. Amazon suggests this new procurement strategy is to cut out the middleman and therefore lower costs for consumers. However, the strategy suggests a broadening of the monopoly it has within online retail to force brands to choose between growth and profit with the marketplace, or moving with their distributor who is being cut out. Businesses who serve the marketplace through multiple retailers will have to re-examine their business structures and distribution plans and almost alter them completely. Distributors can still offer these products through marketplace, but doing so will necessitate price modifications that will no doubt have an impact on both the distributor and the consumer.

Cost to doing business with Amazon

Historically, brands have not always allocated time for analysing the cost of doing business with Amazon for the simple reason that it wasn’t considered an issue. Now this cost component and cost setting has increased so much that businesses need to ask themselves if these costs are acceptable and recognise that this cost centre needs strategical navigation. While most brand teams will naturally want to ask for payback of chargebacks and shortages from Amazon, this misses the main point. Teams must address the underlying illness (process defect), not just its symptoms (penalty charges and unpaid invoices).

Amazon used to be the most profitable retailer for most businesses, but now seems to be an account which is labour intensive and potentially leaking cash. As the cost of trading on Amazon Seller Central becomes ever more expensive, the way Amazon used to be managed as an account needs changing; it now requires specific skills to help analyse profitability on an ongoing basis. Vendor or Seller, Amazon can be a huge Sales & Marketing platform for your brands. Amazon is a strategic channel, and a strategic decision may be to sacrifice margin in order to win in other areas. Make no mistake, Amazon's reach is unquestionable and utilising the platform and all of its marketing tools to present your brand and portfolio in the correct way can have broader benefits that go beyond purely commercial.

Asha Bhalsod

Pre-School the

Laying foundations

Content continues to play a huge role in the Pre-School space, as Sam Giltrow discovers when chatting to a selection of suppliers about their plans and new launches for 2023.

You only have to look at the success of the likes of Bluey and CoComelon to see that content is still a huge driver for the Pre-School category. Bluey, in particular, remains a dominant property in the Pre-School space, with the animated show about a lovable Australian blue heeler dog becoming a runaway hit in the UK since the first series launched on BBC iPlayer in April 2021. Last year, Bluey recorded the biggest YOY growth in Pre-School in the UK, and it is also the number one show on CBeebies and Disney+ in the UK (Q4 2022).

Multiple new toys have been released under the Bluey licence including Moose Toys’ latest release, the Bluey Treehouse Playset, which launches this spring and is inspired by the Poinciana tree from the Heeler family’s backyard. Kim Bell, global & US director of Marketing –Pre School at Moose, says: “Bluey continues to win over audiences and be a lead focus for the Moose business globally, capturing fans of all ages through imaginative play. We presented some strong new products at London Toy Fair for this autumn/winter, whilst also introducing seasonal lines that got a great response.”

Another strong licence for Moose Toys is Octonauts, a brand that has so far attracted over 2.9b content views on YouTube globally. The collection of Octonauts figures, vehicles, plush and play sets which launched last August was created in partnership with Silvergate Media, producer of the popular animated TV property. The range is based on the Octonauts characters and the latest series Octonauts: Above & Beyond, all designed to capture the hearts and imaginations of young children who love the animated adventurers’ mission to explore, rescue and

protect beyond the sea and onto land.

“Octonauts has had a promising start and established as a top 10 Pre-School property in Circana (formerly NPD) rankings,” Kim tells Toy World. “The licence can only get stronger with the Above & Beyond series going onto CBeebies this autumn, as well as already airing on Netflix. Vehicle play is key to Octonauts fans, and the Above & Beyond content allows us to develop exciting new land-based vehicles as well as underwater.”

Also capitalising on a popular pre-school animation series, Jazwares is following the success of its Spidey and His Amazing Friends vehicles and plush ranges, by expanding into die-cast vehicles in AW23 with the introduction of Amazing Metals. Holly Oldham, managing director, UK & Nordics at Jazwares, comments: “This is a winning segment in the Pre-School category and the products look fantastic. We are confident that this will be a hugely popular line.”

Jazwares is also boosting its popular CoComelon line and, at the Spielwarenmesse in February, unveiled its new Squishmallows collection, the latest range to join Moonbug’s line of CoComelon merchandise. CoComelon HugMees by Squishmallows is the latest addition to the range of high-quality plush toys made with ultrasoft materials, which features beloved CoComelon characters wearing their pyjama onesies, including fan-favourite JJ and his best friends Cody, Nico, Nina, Cece and Bella.

As global master toy partner for CoComelon, Jazwares took over direct distribution of the licensed toy line in the UK & Ireland as of January 2023. “We have a newly reconfigured line that our younger fans will love,” says

Holly. “Our figures have a chunkier form factor for tiny hands, and we will transition our little plush into the adorable HugMees by Squishmallows. A personal favourite in the line is our new interactive Peek-a-Boo JJ Doll launching later this year.”

Flair GP says it is excited for the launch of its new licensed product ranges based on popular Pre-School shows. For SS23, it will release a range of Pinocchio & Friends toys based on the CBeebies show, and for AW23 it is launching Gigantosaurus product, based on the show on Tiny Pop.

“Content, whether it is a TV series on kids channels or digital content, is extremely important to drive growth within the Pre-School category,” explained Flair GP’s UK Country Manager, Julia Cake. “Content keeps children interested in the brand and also engages adults, encouraging them to purchase a particular brand above another one.” She believes that key licences will continue to make a valuable contribution to the Pre-School category and educationally focused product will become more important than ever, with parents and gift-givers looking to buy accredited lines.

This July, Flair will also be launching Bildo Play-Doh Blocks and licensed role-play ranges, to include L.O.L Surprise, My Little Pony and Little Tikes, with wide support from retail. “It is great news for Flair’s Pre-School portfolio as not only will we be introducing a fantastic, licensed role-play range in Little Tikes, but we will also be adding to our construction toy and creative play portfolio with Bildo Play-Doh Blocks,” says Julia.

Within the Bildo Play-Doh Blocks range, there are

Octonauts from Moose

Feature Pre-School

educational sets such as the Shapes & Colours and Letters & Numbers Activity Packs, as well as themed sets, including Police Rescue, Fire Station and Farm play sets. Flair will also continue to support its heritage brand Stickle Bricks, which is a perfect first construction toy for toddlers. “Educational value as well as play value is key for consumers, which is why Stickle Bricks is such a great brand and why we are very excited about the launch of Bildo Play-Doh Blocks,” adds Julia.

Also building its range on a foundation of strong educational value is Mattel. Its Fisher-Price brand has 60-years’ experience of helping to create fun and enriching toys through the Fisher-Price Play Lab, a stateof-the-art toy research, design and testing facility where ECD Experts and tiny testers from newborn to five years old help create, evaluate and improve Fisher-Price toys. “Consumers are looking for pre-school toys that help with their child’s development as well as having fun. At Fisher-Price we are constantly looking at new, innovative ways to improve our products that support children and their parents, using technology alongside great evergreen toy experiences for pre-schoolers,” explains Kelly Philp, marketing director, Mattel UK.

Mattel will add a wide range of new products to its pre-school portfolio in 2023 including lines from FisherPrice, Thomas & Friends, Barbie, Little People and Mega Bloks. This year, Barbie has introduced My First Barbie to its range, which is the first-ever Barbie doll specifically designed for Pre-School children. “The My First Barbie doll features the same look and feel that Barbie fans know and love but is updated with large accessories, easy-todress fashions and a larger, softer doll body made for

smaller hands and growing imaginations,” states Kelly.

Mattel is also excited to relaunch the iconic Barney franchise to a new generation with a brandnew animated series set to debut globally in 2024, as well as the roll out of film, YouTube content, music and a full range of kids’ products including toys, books, clothing and more. Apparel and accessories for adult fans, featuring classic Barney, are also in development.

When marketing its PreSchool toys, Kelly says the media landscape is ever-complex and “it’s all about keeping the consumer or shopper at the heart of the plan and constantly monitoring and evolving it.”

She adds that Mattel is also continuing to see brand success driven by content such as Thomas & Friends, which features an updated 2D animation style.

“We continue to inspire the next generation of fans while

relevant with pre-schoolers and parents, as they relate to the journeys that Thomas embarks on.”

However, US-based company KidKraft, known for its award-winning dollhouses and play kitchens, says that while it is always looking to align with variating levels of content, it believes the foundation of the Pre-School category will always be anchored by tried-and-true classic structures and themes that stand the test of time. “Three to five-year-olds love to experiment and test out their emerging physical skills and, much like our target consumers, the KidKraft Pre-School category is all about testing and bringing innovation to the core play pattern,” explains Justin Victor, director, Brand Marketing at KidKraft. “Our product portfolio provides children with the opportunity to bring the world around them to life in fun, active and imaginative ways.”

For 2023, the company will introduce new twists on classic play where consumers can expect to see a mix of large, beautifully crafted play kitchens with new modern aesthetics and themed structures. The company is also planning to expand its presence in the European market with new KidKraft kitchens inspired by true European aesthetics and size of living spaces in the market.

Commenting on the trends KidKraft is seeing in PreSchool, Justin says the importance and prioritisation of sustainable materials, in the toy space and beyond, continues to become increasingly popular as consumers actively seek out high quality, eco-friendly products. “KidKraft has always prided itself on providing consumers with play sets made of premium materials that families invest in to pass down from generation to generation,” he says. He also highlights a desire from parents to decrease the use of electronics during play time for younger age groups and instead prioritise active play experiences. “When shopping for this incredibly fun age group, KidKraft’s play sets provide opportunities for little ones to explore and have fun, while fostering their imaginations and development without screen time,” adds Justin.

We asked leading suppliers in the Pre-School space to tell us which products from their latest ranges they are most excited about. Find out what they selected over the next few pages, then see a more comprehensive overview of what’s new in Pre-School Toys in our special feature over the subsequent pages.

My first Barbie from Mattel

Stickle Bricks from Flair

touchingbase Pre-School

Alys Dawson Director of Product, Creative and Marketing Services, Rainbow Designs

The pre-school toy I am really excited to be launching this year is The Adventures of Paddington Dress Me Up Soft Toy. With four changeable outfits, including his traditional blue duffle coat and red hat, pre-schoolers can dress up the super-cuddly Paddington soft toy as a doctor, a baker, or as a magician.

Perfect for inspiring imaginative play, this 25cm, 4-in-1 Paddington soft toy is also ideal for aiding the development of fine motor and dexterity skills, as children learn how to change and dress Paddington. The award-winning The Adventures of Paddington TV series has really allowed the younger generation to get to know this wonderful bear and now preschoolers can cuddle up and enjoy the show with this super soft, engaging and educational toy, inspired by Paddington's adventures in the TV series.

Kerry Tarrant UK marketing manager, IMC Toys

Without doubt the product I am most excited about for 2023 is the adorable Newborn Coney from our everexpanding Cry Babies collection.

Combining a much-loved Cry Babies character with all of the realistic features of a newborn baby, Newborn Coney makes over 20 baby-like sounds, closes her eyes when laid down and comes with six nurturing accessories, including dummy, baby bottle, identity bracelet, personalised blanket and baby rattle. A magic bracelet is also included which enables kids to comfort Coney in their arms when wearing the bracelet. This connection makes Coney feel safe, making her cheeks blush before she falls asleep.

In addition to these features, Newborn Coney is lightweight and really soft making her perfect for lots of cuddles. Suitable for children aged 18 months+, Newborn Coney develops our hugely popular Cry Babies offering whilst keeping the brand’s roots firmly within the nurturing play category.

Honor Davidson Marketing manager, Commotion

Our TickiT Rainbow Wooden Community People set is one of my favourite pre-school products for 2023. They come in a set of five or 15 beautifully made, wooden, mix and match figures, with different skin tones and colourful body cuffs.

The figures have immediate appeal: straight from the box children will start to unscrew the “feet” so they can slide off the cuffs and redesign the bodies, while having pretend conversations with the characters they have created. They are also fantastic for encouraging chats about families, communities, diversity and inclusion.

The People present a lovely invitation to play and learn in a variety of ways – for using in imaginative small world play, creating outfits with the cuffs in a single colour or stripes, counting and sorting by colour - and the pieces work with our best-selling Rainbow Wooden Nuts & Bolts, so children will love swapping in a triangle or star shape as one of the body parts.

Lisa Fuller Senior sales manager, Toynamics

My favourite new Hape preschooler toy this year is the Tea Time Playset. I love the beautiful design and packaging, and the role-play aspect of the toy. All the accessorieseverything needed for a teatime treat - are cleverly stored in a mini suitcase with stylish toucan design. It comes with a teapot, cups and saucers, plate, wooden cookies and a picnic blanket, with all the crockery featuring the beautiful toucan design too. I am sure this will be a great hit with gift buyers this year.

Lindsay Hardy Marketing director, Trends UK

We are really excited about the new Numberblocks and the Alphablocks Clip & Learn items launching later this year. It’s hard to imagine a better fit between a property and a pre-school learning toy than these educational programmes with fantastic, engaging content. The new format we have developed in Clip & Learn allows us to explore additional activities, with up to 12 games in each item, and they are great fun too.

Bringing a smile to milestones

Hello to happier parenting. We're here to help you celebrate the little victories, let go of expectations, and pick up more positivity. Because after more than 90 years of helping families, we've learned that development happens naturally when fun leads the way.

touchingbase

Grant Gie

UK managing director, Creative Kids

Creative Kids recently announced the extension of our partnership with Little Tikes, which will see us add 15 new products into the wooden toy category. We launched some at Toy Fair and had a great response. We think the range will do extremely well not just because it is of course an iconic brand but the whole collection is made of high quality FSC certified wood that offers such great value sitting alongside more expensive wooden lines. The Music Wooden Table is the hero product of the range with lots of different musical instrument elements for children to explore and have great fun with.

Anna Vaughan Marketing manager, A.B. Gee of Ripley

It’s very difficult to choose just one PreSchool product as we have had some fantastic additions this year, but I am quite excited about the Tooky wooden folding play sets. There’s a hospital, a farm and a fire station in the range, and they are a great introduction to pretend play, plus the built in carry handle makes each set ideal to play with on the go. Anything that folds away and stores its contents within is a win for all parents in my opinion.

Nazneen Yasin Director, Fabula Toys

Without a doubt, my favourite pre-school toy at the moment has to be our The Finger Family set of 10 finger puppets. It is the only multi-cultural set of finger puppets in the UK at the moment and with millennial parents focusing on inclusion as a key parenting ideal, as well as renewed emphasis from OFSTED on diversity across schools in the country, these puppets are automatically elevated to a position of high demand.

Secondly, from a toy buyer perspective, this bag of 10 puppets can just as easily be sold individually as 10 pocket money toys, allowing children to pick up the puppet closest to themselves/their loved one. This maximises their margin multiple times, making The Finger Family a very profitable item in store.

Our set of 10 family members, which also includes grandparents and pets, are perfect to bring any story alive, while also helping construct any family set-up along with aiding discussions on important topics such the arrival of a new sibling or visiting grandparents.

Kirsty Mackenzie Head of Marketing, Bandai UK

I am so excited to be launching the first Milo toys into the market this autumn. The show has been a huge success on Milkshake! and we know that there is demand for a product range.

Sabrina Pensom

Key account manager, Orange Tree Toys

Our new Woodland Puzzle Train is a gorgeous product and a perfect traditional toy for pre-schoolers. It has 14 removable pieces including five favourite woodland characters and a pull-along string on the front so toddlers can take this toy on the go, giving excellent play value.

Decorated in autumnal colours with an eye-catching design, its recommended retail price is £19.99 which I think is excellent value as the quality really is exceptional. The product itself is made from FSC-certified wood and the packaging is 100% recyclable and plastic free, so it’s sustainable too. This really is a toy that will rarely see the inside of the toy box.

Our plush, figures and play sets all revolve around the cute character of Milo and his friends. The standout line for me is the Amazing Talking Milo which is a 25cm plush with sounds and phrases from the show. Milo comes with two different outfits which can be swapped to give him a different look, just like in the show when he discovers a new vocation to explore. I think all Milo fans will want an Amazing Talking Milo.

touchingbase Pre-School

Sophie Greenbank

Product manager - dress Amscan International

We’re thrilled to have Bluey join our licensed portfolio, with products covering all three celebration categories including sustainable partyware items, foil balloons and costume styles for both Bluey and Bingo.

The product we’re most excited about in the Bluey portfolio for 2023 would have to be the Bluey costumes. The outfits comprise jumpsuit, detachable tail and character face mask and, what’s more, they are also made from 100% recycled content, meaning they’re sustainable. This is a fantastic industry leading message, allowing our customers to purchase a costume that’s not only fun but kind to the environment.

We saw a big uplift in costumes being purchased for World Book Day, so we’re excited to see what the rest of the year has to bring.

Becky Matthews

Sales & marketing director, Golden Bear Toys

One product that really stands out to me is Peek-a-Boo Bing. It goes without saying that the plush itself is adorable and soft, but it’s also unique in the way that it encourages such playful interactions between the child and toy.

Mimicking the widely loved pre-school game, Peek-a-Boo Bing highlights the difference between basic emotions, offering children the most rewarding, engaging play pattern experience. This makes it the perfect choice for parents who lead with Montessori inspired learning, too. It gives their kids the chance to laugh, touch, hold, cuddle and talk to their toy.

I love that Peek-a-Boo Bing stimulates gentle, low-distraction learning – while also being a comforting friend to the child.

Becca Hanlon

Senior brand manager, Pre-School –Paw Patrol, Spin Master

It’s going to be a truly great year, as 2023 marks 10 years since Paw Patrol hit screens and shelves all over the world. We have big celebration plans for this year with our partners, Paramount, as well as a new autumn/winter product line which we can’t wait to unveil.

In the meantime, we’re excited to showcase our new iconic Look Out Tower Playset to celebrate the 10th Anniversary. The Look Out Tower is recognised by pre-schoolers globally and the play set delivers on Paw Patrol’s show to shelf promise. It comes with Chase’s iconic rescue vehicle and two Chase action figures, both in and out of uniform, which alongside the working lift, mission cards and periscope, allows pre-schoolers to bring to life their very own Paw Patrol rescue missions.

Damien Collett Head of sales & country manager, UK & Ireland, SES Creative

One of the products that I am most excited about in this range this year is our My First-Dough Mega Set with Tools. This fantastic product offers so much value to both the consumer and the retailer as it is packed with dough, seven dough cutters and a wooden rolling pin and roller – all specifically designed to be safe for use for ages 1+, meaning all the tools are single piece. At a very competitive retail price for the consumer while offering lots of fun activities for those budding crafters, I feel this is a superb addition to this fantastic range.

All our paint and dough products are safe if ingested and, with over 8.5m people in the UK now living a gluten free lifestyle and with an estimated 1% of the UK population who are gluten intolerant, all our products are certified gluten free and safe for all children to use.

Simon Prest

Sales director, Orchard Toys

We have plenty of first colour matching and recognition games to choose from for pre-schoolers, but I really love our new Mucky Trucks. It’s simple game play, it’s fun, and our designers have done a great job on the colourful illustrations on the car wash playing board and the mucky and clean truck cards.

There’s so much for pre-schoolers to get excited about, from taking turns to rolling the dice, the thrill of the race and a bit of role-play as they clean the dirty trucks with the sponge, and having a giggle as they try and avoid the mud-splat. They can even have a splish splosh sing along, so it’s got everything. Vehicle loving pre-schoolers are going to love Mucky Trucks.

touchingbase Pre-School

Phil Cassidy Managing director, Casdon Toys

It’s hard to choose just one product but the one I have enjoyed showing retailers most and cannot wait to see launch this autumn is the De’Longhi La Specialista Barista Coffee Machine.

With a visit to a local Starbucks or Costa being a treat for many families, there has been a growing trend amongst adults to bring this barista-style coffee into their homes too. As we know all too well, children love to mirror adults’ behaviour, so it felt like the perfect time to launch our very own Barista Coffee Machine alongside the number one espresso maker brand, De’Longhi.

In true Casdon fashion, we’ve created a machine that lets budding baristas join in with the coffee making fun, minus the caffeine. It’s packed full of functions and clever features including realistic sounds and a magic coffee reveal. It comes complete with all the accessories a mini-barista will need to create the perfect Americano or Cappuccinoall neatly stored at the back for safe keeping.

Carmel Wright Marketing manager, Pat Avenue

Hama Beads, distributed by Pat Avenue, holds creative licences with popular pre-school brands Peppa Pig and Paw Patrol, both firm favourites with parents and pre-schoolers alike.

We’re very excited to see Hama’s Paw Patrol Maxi set hit stores this year. Maxi beads have been developed for younger children, who require a bigger size bead for their small fingers; the beads have a diameter of 10 mm so are perfect for 3+ years. The Maxi range uses translucent pegboards so design sheets can be placed underneath, allowing pre-schoolers to trace the pattern.

Children can have fun crafting their favourite Paw Patrol characters with the 900 beads, pegboards and design sheets included in the set. This set enables children to create several character designs while tuning their fine motor skills, logical skills and stimulating creativity.

David Mordecai CEO, One for Fun

It’s hard to pick a real hero product from our pre-school offering this year as we have such a great selection across all play categories.

However, as you are making me choose, the one that I love is our brand new BB Junior Push and Glow Formula 1 Car. It has got everything; the consistent popularity of toy racing cars plus a great push button mechanism that makes the car glow through the transparent body. At the same time, it plays great racing sound effects and is available in two colour combinations.

It has been specially designed for children aged one year and over and the chunky, bright design, coupled with the sound and light, make it fascinating for little ones. In research, the adults loved it too, especially with the trusted reputation of Bburago which, of course, sits behind all our BB Junior pre-school range.

Emma Sharples Category manager, HTI Toys

Our immensely popular range of Peppa Pig toys continues to expand year on year and Peppa’s Keys is the standout hero product for 2023.

Peppa’s Keys comes with three colourful light-up buttons that, when pressed, produce fun sound effects, including the Peppa theme tune, guaranteed to aid the development of touch and hearing.

Peppa’s Keys also doubles as a soothing teether making the growth of new teeth less traumatic for both child and parent. The three accessories made from soft plastic are the perfect toy for a baby to nibble on, providing relief from sore gums, and there is also a clip to hook on to cribs, mobiles or strollers.

All hero products have one thing in common - they solve a specific problem for a specific group of people - and Peppa’s Keys ticks both those boxes and remains a useful toy even after the child is through with teething.

Amy Saunders Sales director,

Everyone we present Potty Time Elmo to instantly understands the fun it provides to kids and the help it can provide to parents and carers embarking on the potty-training journey and beyond.

Potty Time Elmo was created following the huge success of an original Sesame Street video that has amassed over 23m views on YouTube and sees Elmo sitting on his new potty as his father, Louie, teaches him how to use it.

Potty Time Elmo is an engaging interactive plush toy, with phrases that encourage learning through role play. Most importantly, it is really entertaining.

Neil Montgomery

UK commercial director, Juratoys

We are especially excited about Janod’s Jurassic launches this season. The brand-new Dino collection has been so well received; the quality is exceptional and the characterisation is brilliant - it’s a truly fun and engaging range of toys to take little ones on a prehistoric adventure. Bursting with the cutest Dino characters, the new range includes more than 15 toys,

A real favourite of mine is the Volcano MultiActivity Wooden Toy. Five Dino themed activities on the portable cube - a shape sorter, mirror, maze, abacus and gears - will keep little ones entertained for hours, while helping to develop their fine motor skills, dexterity and curiosity. I am also a big fan of the push along wooden dinosaurs, a gang of six characters, each sold separately, with charming felt detail, which feature wooden wheels and are suitable for 12 months

Ashley Holman Director, ToyTopic Group

We are hugely excited for all our new pre-school launches this year across the many huge brands we have in a portfolio that now boasts Peppa Pig, My Little Pony, Baby Shark, Peter Rabbit and newly announced Paw Patrol. To choose just one is very hard, however, I’d have to say our new line of Seasonal Paw Patrol full plush has got to be the most exciting and original introduction, and we can’t wait to bring it to market.

Melissa & Doug.

touchingbase

Lauren Shipman Group brand and marketing director, Posh Paws

Having presented our brand-new Cute Eco Earth Baby Animals to retailers at London Toy Fair, we were delighted with them picking up a Hero Toy Award and being featured on ITV’s This Morning in its Top Toy Trends for 2023 feature. I can’t wait for the products to be seen on shelves and in the hands of kids this month when they launch.

This new collection of baby animals is made using 100% recycled materials, from the stuffing and outer fabrics to the packaging, helping to keep plastics out of our oceans and landfills, and giving children new, loveable companions they can play with and cherish.

We have partnered with the amazing wish-granting charity, Rays of Sunshine, to set-up a fundraising initiative and help brighten up the lives of seriously ill children in the UK. For every Cute Eco Earth toy sold, we will donate 50p to the Rays of Sunshine charity, in a bid to help raise £10,000.

Kasia Leskow Head of UK marketing, Zapf Creation

We’re excited to be launching the brand-new Baby born Bear in 2023, an extension to the Baby born family and a first for Baby born within the growing plush category.

Baby born Bear is Baby born’s best friend and is cuddly and soft, with moveable arms and legs. Great for growing children’s imagination and communication skills, this teddy is perfect from birth, making it an ideal first present for babies, as well as pre-school children. Baby born and Baby born Bear can swap outfits and accessories, allowing for limitless dual play possibilities for children - from sharing naptimes and eating meals together, to dressing up the Bear and Baby born, as a pair in their prams.

Alongside the Baby born Bear, there’s a themed accessory range, including a Bear Sleeping Cave, and the plastic-free packaging, in line with Zapf Creation’s ongoing commitment to sustainability, is a big plus. Zapf Creation’s ‘Showbox Open’ packaging, launched this year, has been designed to bring a whole new level to parents’ and children’s buying experiences.

Ben Hogg Head of marketing, Simba Smoby Toys UK

I am most excited about the Smoby Beauty Centre – it’s really the ultimate role-play product for children interested in all things beauty. It’s a multi-functional set, consisting of a dressing table, shampoo area, nail bar and merchant counter, allowing kids to engage with it using a host of play patterns, from playing shop to giving each other treatments.

In addition to the build of the Beauty Centre, there are 32 accessories including a hairdryer with its own light and sound function, hair accessories and make up. As with all Smoby products, children will benefit from the high-quality build and thought that has gone into storage, with many compartments to store accessories as well as the ability to fold up the Centre to take up a smaller footprint when not being played with.

Commotion

01732 225821 | www.commotion.co.uk info@commotion.co.uk

TickiT toys are designed to inspire, engage and educate by enabling children to experience inquiry-led play. The varied range is ideal for pre-school age children, to encourage a child’s naturally inquisitive nature and help them to develop good independent learning skills.

In the Easy Hold range, children over 12 months can independently discover the wonderful effects of colourful, glittery or glow-in-the-dark panels, as well as different mirrors and magnifiers. The Rainbow Wooden loose parts collection is designed for young children to explore diversely shaped objects and their properties, while older children can use the same sets to develop their skills in construction, small world play, sorting, stacking and sequencing.

TickiT’s wooden small world play sets, such as the Wooden Animal Friends, Space Adventure or Enchanted Figures, are ideal for allowing children to express their creative side through story-telling and make-believe. Sensory Blocks and Rainbow Blocks are signature TickiT products that appeal to all ages, providing interesting and varied learning opportunities. Children can discover the different properties of the fillings in the Sensory Blocks, learn to colour mix with the Rainbow Blocks, and begin to understand shape, space and use logical thinking when stacking and building towers.

Threading toys present a fun activity for young children, helping them to develop their fine motor skills – an important part of learning to handle a pencil and beginning to learn to write. Rainbow Wooden Keys come with a threading string and are a great way to learn counting and numbers. Stacking Translucent Buttons or Translucent Lacing Geometrics provide an engaging activity that combines manual dexterity with a maths activity, such as counting the pieces as they are threaded, or adding them in a sequence based on their colour or shape.

Sensory toys are a useful addition to the parenting toolbox and when a calming or engaging activity is needed, TickiT resources are available to help. Sensory Ooze Tubes and Glitter Storm sets are fascinating to watch, as the colourful ooze spirals to the bottom of the tubes and the shiny metallic flakes twinkle in the clear liquid. The Sensory Reflective range is made from tough, shiny stainless steel with sets available in a variety of colours, sizes and with different sound or movement characteristics. Sensory Mood Lights come in a range of shapes and sizes: a great way to create a soothing or relaxing atmosphere in a bedroom or playroom, by selecting the colour best suited to any mood.

The TickiT brand is owned and distributed worldwide by Commotion Ltd.

SES Creative

sales@ses-creative.co.uk

For pre-schoolers aged 1-4, SES Creative has developed a line of toys that not only engages their senses and spark their curiosity, but also allow children to develop fine motor skills and hand-eye coordination.

With the new My First Where do I Live? Sticking Animals, children can figure out which animals belong in which home. The new finger glue lets them stick animals in the right homes while stimulating their imagination and fine motor skills. The My First collection is also expanding with the Dough Mega Set with tools. The wellknown dough from SES Creative is not only very safe and gluten free but also a great sensory toy that stimulates fine motor skills and provide endless hours of open-ended play. The My First Dough Mega Set with tools comes with seven bright colours and seven cutters, in a fun farm theme.

Along with new additions, SES Creative also offers classic stimulating toys such as My First Hammer Tap Tap. Available in a classic edition that is safe for children age 1yr+ to use, it also comes in a fantasy edition that explores the imagination of little ones. Including different coloured shapes, the set can be used repeatedly by excluding the traditional nails in the set.

All of SES Creative’s toys are made in the Netherlands with environmentally friendly materials and production methods.

Pre-School Favourites

Building Bricks Table

Compatible with all major building block brands

2 in 1 Transforming Fire Truck and Playset

Flair GP

0208 643 0320 | www.flairplc.co.uk | sales@flairplc.co.uk

Big news for 2023 is Flair’s exclusive distribution deal with Bildo toys. This agreement will see a wide selection of Bildo’s renowned building block, dough, and role-play licensed toy ranges added to the portfolio for autumn/winter. Bildo’s new Play-Doh Blocks combine the dough compound with hybrid building blocks, offering kids a creative and sensory play experience. The launch collection will comprise eight SKUs, spanning entry point starter sets to larger play sets such as the School Play ‘n Learn Blocks Playset.

Flair will support the range with an impactful marketing campaign, and vibrant branding will ensure the collection stands out on shelf. There’s more to come from Bildo, with Flair GP bringing the My Little Pony, L.O.L. Surprise! and Little Tikes role-play ranges to the UK and Flair GP’s Pinocchio and Friends Master Toy collection is inspired by the popular CBeebies series. Central to the range and based on Geppetto’s Shop of Wonders – the hive of adventure in the show - is the House of Wonder. This play set features a working light and moveable bucket and comes with multiple accessories and stickers. The Stretch the Truth Pinocchio Doll is also key to the line-up, with a nose that magically grows when he “tells a lie” and is spoken to loudly. There are also mini figures, plush toys and more play sets.

The pre-school portfolio is further strengthened with the Gigantosaurus toy range.

Launching this July, following the success of the animated kids’ series on Netflix, Disney+ and Tiny Pop, the range is perfect for ages 3 years+ and will give kids the opportunity to recreate their favourite on-screen adventures at home. The collectible 2-inch mini figures make a great entry point into the range, while the Soft Buddies Plush assortment includes four super-soft characters to cherish. A 10-inch Giganto Plush with Sounds features roaring, stomping sounds.

Flair GP’s pre-school portfolio also includes heritage favourites Stickle Bricks and Plasticine.

Orange Tree Toys

01242 244 500 | www.orangetreetoys.com

Orange Tree Toys had a very promising start to this year at the London Toy Fair and Spring Fair, where it launched its brand-new licences, Peter Rabbit TV and Disney D100, along with a new own brand range, the Woodland Animal Collection which included Toy Fair Hero Toy award winner, the Woodland Animals Balancing Game.

The new collections include new concepts as well as a wide range of pocket money toys such as the popular wooden mini puzzles. The puzzles come in many designs across several licences, including Peter Rabbit, Peter Rabbit TV, Winnie the Pooh and D100, and come packaged in a canvas bag for easy storage and limited packaging.

To celebrate the Coronation in May, Orange Tree Toys will be introducing new additions to its London range: a balancing game featuring soldiers, a corgi and all the popular sights of London; a newly designed London Soldier Push Along; a selection of mini puzzles and wooden pencil toppers, as well as brandnew products in the Paddington for Baby collection.

The Paddington for Baby collection has been given a whole new look with a much softer colour palette, and new additions include wooden Stacking Cubes, which are great for teaching little ones their numbers 1-5, as well as helping to develop key motor skills. The cubes nest inside each other, making them easy to pack away and store. There are also new musical instruments as well as wooden puzzles for low price point buys.

Orange Tree Toys has also been included in the Disney 100 celebrations this year, and lines will include a Christmas specific D100 range with a limited-edition wooden Advent Calendar, and a more all year round D100 range with dominoes, shape sorters, puzzles and collectible items.

Amscan

Amscan offers a wide range of licensed costumes to choose from including many pre-school favourites. Peter Rabbit designs come in both classic and TV styles and all comprise a printed jumpsuit, headpiece and bag to which either a mask or cape can be added dependent on the style selected. They are the perfect addition to the dress up wardrobe this Easter, and Peter Rabbit partyware and coordinating foil balloons will also be coming soon.

Other much-loved classics which have joined the dress up portfolio include Pip and Posy, the classic children’s story which follows a mouse and a rabbit whose lives revolve around a wonderful world of play. The Pip costume features a green and white striped top with attached hood, including bunny ears and coordinating navy trousers, while Posy comprises a hooded dress with accompanying mouse ears and matching leggings.

Pre-school favourite Bluey has been added to Amscan’s licensed portfolio, with products covering all three celebration categories including sustainable partyware items, foil balloons and costume styles for both Bluey and Bingo. Each costume contains a jumpsuit, detachable tail and character face mask. The two costume styles are made from 100% recycled content

Spin Master

01628 535 000 | www.spinmastertoys.co.uk

Spin Master has a great selection of pre-school favourites on its roster from top brands such as Paw Patrol and Gabby's Dollhouse.

Little ones can play inside their own dollhouse world with Gabby’s Dollhouse Deluxe Room Sets. There’s the MerCat’s Primp and Pamper Bathroom, Pillow Cat’s Sweet Dreams Bedroom or the new Daniel James ‘DJ’ Catnip’s Groovy Music Room (each sold separately) to build up a Gabby’s Dollhouse world. Plus, the play sets also slide the room right into Gabby’s Purrfect Dollhouse (sold separately) for more dollhouse adventures.

Paw Patrol’s new range, Aqua Pups, is perfect for little ones who like creative and imaginative play. The full range includes the Aqua Pups Whale Patroller, Aqua themed Vehicles and Hero Pups Mini Figures, where the pups and new character Coral feature in their wetsuits alongside their sea creature friends. The pup can be attached to the sea creature's back and rolled forwards to activate its waving movements. Each figure and vehicle includes authentic true-to-show details and styling perfect for bringing the underwater fun from the hit TV show to life.

Character Options

0161 633 9800 | www.character-online.com | sales@charactergroup.plc.uk

New characters from some of the hottest pre-school properties are being added to Character Options’ Weebles range in 2023. Weebles are the classic figures that wibble and wobble but never fall down and, this year, little ones can extend their collections with characters from Marvel’s Spidey and his Amazing Friends, DC Super Friends and Hey Duggee. These new licences join existing favourites Peppa Pig, Bluey, CoComelon, and My Little Pony, with more to be announced for AW23 as the range continues to grow.

Suitable for little ones aged 18 months+, the chunky moulded figures are perfectly sized for small hands and being cute and compact, Weebles can be played with at home or easily taken out and about for on-the-go fun.

Basic Fun!

01189 253 270 | www.basicfun.com

Tim.Ives@basicfun.com / Lynne.Swatton-Reed@basicfun.com

Tonka sees the introduction of a new role-play category this spring, with the Hard Hat and Building Blocks set followed by more new lines to introduce for the second half.

The Tonka Tough! Toolbelt and Hard Hat Playset allows kids to don a construction helmet and wear their favourite tools as they build a pop-up workbench, while the 12-piece Tonka Tough! Toolbox Set offers plenty more role-play possibilities.

Kid K’Nex is an evergreen performer in the pre-school category which offers kids a fun introduction to construction toy play. The bright and colourful themed multi-build character sets featuring soft, chunky, flexible easy fit and pull apart pieces are perfect for little hands, helping to develop early skills through play. Families can select from a wide range of projects; each will build bigger than the box.

New for AW23 is the 62-piece Kid K’Nex Farming Friends, which builds 20 farmthemed models, including a scarecrow, chicken, barn and more. Budding engineers will love to see the different animals and objects come to life as they use their imagination to come up with new ideas.

One For Fun

0141 613 2525 | www.oneforfun.com | sales@oneforfun.com

Rubies

08453 070 707

www.rubiesuk.com

The pre-school market is currently performing better than ever before in terms of dress-up and accessories, and Rubies is set to make waves with the imminent release of its Gabby’s Dollhouse costumes.

The new range of four complete costumes - including dresses and headbands

finished off with a highly realistic all-over print that fans of the series will love - is perfect for early years imaginative play. As the No. 1 kids’ show in 50 countries and with an average 500k daily views per episode, Universal’s Gabby’s Dollhouse has taken the world of children’s TV by storm and shows no sign of slowing down.

Focusing on different animated characters from the phenomenally successful TV series, the collection of four costumes is set to join Rubies impressive portfolio of global licences and brands.

BB Junior is welcoming new additions to its design-led pre-school range. The cute My First Remote Control Bugatti has cartoonish features, exaggerated curves and eyes on the windscreen. Free rolling wheels and a chunky build make this first RC perfect for little hands. My First Remote Control Bugatti is joined by My First Lamborghini and My First Bugatti. These lower-priced options feature the same appealing stylisation and are available in a number of colourways.

The BB Junior Lamborghini My 1st Carry Along Garage is a fun play set that lets young car fans create their dream garage and comes supplied with a My 1st Lamborghini vehicle. The sides open to reveal the working garage within and the Lamborghini can be stored inside. During play, the car can be placed on the ramp and fuel bay for additional fun.

BB Junior’s Push n Glow range welcomes new additions too. Sticking with the racing theme, 2023 sees the Push and Glow F1 car launch. This features a push-button mechanism that causes the transparent body to glow and play cool sound effects.

For bath time, BB Junior adds the Splash and Play Musical Tugboat, which has been designed to keep youngsters entertained as they splash along to the music. The Splash and Play Light Up Sailboat, meanwhile, is an interactive waterproof sailboat with a sail that lights up in one of nine different colours when the button is pressed. The light-up sail also features underwater sea characters.

Tobar’s Animigos range of animated animals includes family favourites such as the Westie, Cockapoo, Scotty and many more. The Animigos World of Nature range has been extended, with even more exotic beasts alongside some more familiar friends. The Okapi, Arctic Fox, Malayan Tapir, Snow Leopard and Capybara are some of the more unusual additions, whilst the Pointer Puppy, Grey Fluffy Cat, Seal Pup, Dolphin, Hamster and Bat are arguably better known and loved. One for Fun has re-priced all its Walking Animigos lines, bringing them in line with pre-pandemic prices as of 1st March 2023.

Hasbro

0208 569 1234 | www.hasbro.co.uk

Continuing to shape children’s imaginations around the globe, the Play-Doh brand has introduced the Play-Doh Starter collection consisting of shape sets and play sets. The Play-Doh Picnic Shapes Starter Set is aimed at kids aged 3+ who can enjoy 12 tools, six PlayDoh colours and a toy picnic basket for storage. As they explore basic shapes such as squares, circles, and triangles, kids can stack them into Play-Doh sandwiches. They can imagine pretend picnic stories with silly snacks and bugs on the picnic blanket side of the playmat or flip it around for fun shape-sequencing activities.

Kids 3yrs+ can also enjoy fun and imaginative activities with the Frog ‘n Colours Starter Set. Pre-schoolers can grow a long, silly tongue for the toy frog and make Play-Doh bugs with the moulds underneath, and lily pads and butterflies can also be created with the cutters and four 1oz Play-Doh modelling compound colours. Parents can engage them in fun sorting and matching activities by sorting the bugs by colour on the playmat.

With the Play-Doh Kitchen Creations Magical Mixer Playset, preschoolers can create amazing pretend cakes, cupcakes and cookies by placing one of the treat mould trays into the removable bowl, filling with Play-Doh modelling compound and simply pulling the handle to stamp kooky cookies and crazy cake shapes. Kids can also add swirly pretend frosting with the extruder or spatula tools, form make-believe sprinkles with the holes in the spatula’s handle and create Play-Doh candies, toppings and decorations with the half-moulds on the side of the toy mixer. This Play-Doh play set includes 10oz of non-toxic modelling compound in assorted colours and makes a fun arts and crafts activity or gift for kids 3yrs+.

IMC Toys

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

As part of its strategy to continually innovate and expand in the pre-school toys category, IMC Toys is bolstering its best-selling Cry Babies line further in 2023. The introduction of new core and sub-brand dolls aims to broaden consumer choice and retain and recruit fans.

The Cry Babies Loving Care range of dolls transitions the brand journey from Tiny Cuddles to core Cry Babies dolls. Suitable for children aged 18m+, the new Loving Care Fantasy Jenna and Hannah dolls both include removable pyjamas, matching dummies and personalised accessories. Loving Care characters have painted hair and eyes, and are slightly smaller than the core range, with lighter-weight and fully articulated plastic bodies. As with all Cry Babies, the Loving Care dolls cry real tears but will magically stop crying once their dummies are placed in their mouths.

Also suitable for ages 18m+ is the quality, value-driven Tiny Cuddles line, which offers smaller, soft-bodied versions of Cry Babies that still cry real tears, offering brand consistency at an alternative and widely accessible price point. Launching this spring, there are three Tiny Cuddles Mermaid dolls and four Tiny Cuddles Bunnies characters to collect, each with their

Joining the core Cry Babies line later in the year is hero product Newborn Coney - an interactive crying doll which boasts a wide range of nurture play-based features for pre-schoolers to explore. Newborn Coney cries real water tears, makes realistic baby sounds and can be soothed with a magic bracelet (worn by the child) if her dummy or bottle isn’t nearby. Featuring eyes that close when the doll is laid down and a soft cuddly body, Newborn Coney comes with a host of accessories, and the packaging doubles up as a cradle to become part of the play.

All new UK introductions will be supported by robust marketing campaigns including TV, sponsorship, digital, social, PR, bespoke content creation and strategic partnerships. In addition, the rollout of the Kitoons OverThe-Top (OTT) platform continues, combining content with eCommerce, to enhance the consumer’s brand experience and purchase journey.

Bandai UK

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

Bandai UK’s pre-school portfolio now includes a toy range based on hit animated TV series Milo. Airing on Milkshake!, the show focuses on Milo and his friends as they discover that every vocation is amazing. Following last year’s announcement that saw the company named as master toy licensee for the UK and various European territories, Bandai has introduced a cross-category range including plush, figurines, bath toys, vehicles and play sets. Launching this autumn, the range has been developed to reinforce the programme’s core brand values of imagination, creativity, and friendship with a focus on the career role play that is so key to the show. Milo and his best friends

Lark and Lofty appear in the 3-figure pack and Milo drives some of his favourite cars from the show with the pull-back-and-go vehicles. The Amazing Talking Milo plush includes two outfits to dress Milo, plus lots of sounds and phrases. A Suds playset, which will be released in Q4, will complete the launch range. Milo’s bright and contemporary graphics are reflected within each of the lines, instantly recognisable to youngsters and parents, creating impactful stand-out onshelf.

Bandai’s True and The Rainbow Kingdom cross-category range is reflective of the popular and award-winning TV animated series. Hero SKUs include the Bedtime True Doll with LED lights, Lights & Sounds True Doll which sings and features phrases from the show, and True’s Strawberry Racer complete with pull-back and go features and True and Bartleby character figures.

Orchard Toys

01953 859 539 | www.orchardtoys.com | sales@orchardtoys.com

Orchard Toys has a range of new pre-school games for 2023 including Farmyard Families, which provides a great introduction to turn taking. It features 30 chunky cards and helps pre-schoolers develop their matching and memory skills as they pair the animals to their babies and post them into the barn posting box. Players are also encouraged to make the noise of the animals. For very young players it can be played as a simple pairs game and is suitable for 2yrs+.

New Mucky Trucks is a first colour board game in which young players race to clean their six trucks. They simply roll the dice and move the elephant piece around the board, land on a colour and turn over the truck of the matching colour to make it nice and clean - but they also need to watch out for the mud-splat that will make the truck dirty again. Suitable for ages 3-6 years.

New Hungry Little Penguins is a board game with two different games to play. Game one is all about collaborative play and working together as a team to collect all the colourful fish and beat the seal before it gets to the middle of the iceberg board, while in game two, players play against each other in an individual lotto game. Suitable for 3yrs+.

Also new is Dress Up Nelly, a fun first colour matching game for 2–5-year-olds, which encourages children to match Nelly's outfits and comes with 30 wipe clean chunky cards.

Shape and colour matching game Dotty Dinosaurs has a fresh new look for 2023. Featuring beautiful, hand-drawn illustrations of friendly dinosaurs, players help dinosaurs find their spots, with three ways to play and plenty of different colours and shapes. Suitable for ages 3-6 years.

A best seller in the Orchard Toys range, Fun Farmyard Lotto is perfect for players from 2-6 years. Players try to be the first to match all their cards to the playing board, followed by the farmer. The lotto cards, featuring animals and objects, are great for teaching children about the farm environment.

Golden Bear Toys

01952

608 308 | www.goldenbeartoys.com

customerservices@goldenbeartoys.co.uk

With three of the UK’s top pre-school licences within its portfolio, Golden Bear continues to offer retailers and consumers a solid collection of plush, play sets and character figures from TV’s best-loved children’s programmes.

As part of an ongoing growth strategy in conjunction with Acamar, WildBrain and the BBC, Golden Bear continues to expand the Bing, Hey Duggee and In The Night Garden ranges, whilst ramping up its sustainability drive, vowing to switch all licensed plush to 100% recycled fabric by the end of 2023. With a successful, long-standing partnership with Acamar, Golden Bear has sold more than 3m Bing units since its initial range launch in 2019. An expanding offering for SS23 sees the launch of Talking Rainybow Bing and Huggable Super Soft Bing. Talking Rainybow Bing is a cuddly interactive plush that talks, sings and helps young children learn about colours. Engaging pre-schoolers with Bing’s popular Rainybow Song, this new addition includes music and phrases from the show. Huggable Super Soft Bing is made from recycled mallow filling making it perfect for cuddles. With highly detailed embroidery, Bing wears his iconic outfit and is instantly recognisable. Peek-a-Boo Bing launches in AW23 and is the perfect role play companion, mimicking the popular peek-a-boo pre-school game. Standing at 28cm tall and made from 100% recycle fabric and filling, Peek-a-Boo Bing encourages interaction and plays over 20 recognisable phrases.

Launching AW23, Sleepy Time Duggee and Diddy Duggee and Squirrels will join Golden Bear’s Hey Duggee roster in partnership with BBC Studios. Both made from 100% recycled fabric and filling, Sleepy Time Duggee will feature the iconic bedtime song from the show along with soothing music and soft glowing lights to aid relaxation and wellness. Diddy Duggee and Squirrels are super soft and squishy collectibles available in four of the most popular characters – Duggee, Roly, Happy and Betty.

New for AW23 are the adorable In The Night Garden Talking characters. Available as Igglepiggle, Upsy Daisy and Makka Pakka, these super soft and cuddly toys stand at 32cm tall and play the iconic theme tune and character sounds from the TV show. Featuring tactile fabrics and print detailing, the characters help to stimulate little one’s senses through touch and sight as well as providing comfort and reassurance day and night.

As part of its ongoing ESG strategy, all Golden Bear’s licensed plush toys will be manufactured with 100% recycled fabric and filling as well as displayed in open FSC packaging with soy inks by the end of 2023. The initiative is part of the company’s drive to tackle sustainability in all areas of the business with the ethos: ‘Play Today, Protect Tomorrow’.

HTI Toys

01253 778 888 | www.htigroup.co.uk

Sitting within HTI’s Teamsterz brand, the JCB and My First JCB toy ranges have been extended further with the introduction of a variety of innovative new products, including a 10-inch Dump Truck, a 10-inch Wheel Loader and Mega Transporter.

The Take Apart Joey JCB, new to the My First JCB range, is a 16-piece play set with battery operated drill which allows children 18m+ to take apart and re-build the delightful character. Also new for 2023 are the tough Big Wheeler Joey JCB and Dougie Dump Truck; freewheeling and lightweight, they are perfect to push around, helping budding junior builders develop their fine motor skills.

Teamsterz sub-brand Tiny Teamsterz has introduced Tiny Teamsterz Tumblers: pre-school, freewheeling, rotomolded cars with cute characterisation and a fun tumble forward feature. They are soft, lightweight, and easy to grasp, making them the perfect play mate for very young car enthusiasts. Play sets include the Transporter with two cars and the Headquarters Garage, complete with lights and sounds.

For many years, HTI Toys has been Peppa Pig's pre-school role-play partner and the immensely popular collection has expanded quickly, with a focus on tooling investment to produce custom Peppa toys. Peppa's Keys and Peppa’s Boombox are packed with interactive elements ideal for small hands. Complete with a microphone for sing-along fun, Peppa’s Boombox features a tuner which can be turned to hear different songs and colourful buttons that allow children to add musical layers to the songs playing on the radio.

The 2023 Bluey range includes large wooden role-play toys and a range of Bluey themed bubbles products, including solution bottles. Affirming the show’s values of imagination and play, the collection also extends to Bluey’s Save with Bluey, Bluey’s Boombox and Bluey’s Telephone.

HTI has added new lines to the Hey Duggee collection season after season. The case range now includes Hey Duggee’s Adventure Case complete with toy fire and accompanying marshmallow on a stick, plus accessories for an expedition. Children can take along the Hey Duggee Medic Case for any first aid emergencies, and the new Hey Duggee Camera for capturing the fun. Hey Duggee’s Mini Kitchen is perfect for indoor play.

Newly designed textiles have been introduced across all HTI’s dolls’ prams and pushchairs brand Baby Chic, resulting in a host of new colourful, fashion-led products. The licensed brand ranges Chicco, Joie and Mamas & Papas include replica toys that are stylish, fun and designed to encourage nurturing role-play. Offering great value, the Chicco Ulala Playtime Pushchair boasts many features including a detachable table with bead maze, removable cup holder, adjustable hood, under-seat shopping basket and foam handle.

Simba Smoby Toys UK

01620

674 778 | www.simba-dickie-group.de/en |

sales@simbasmoby.com

From licensed role-play lines to much-loved playhouses and accessories for doll play, the Smoby portfolio continues to offer pre-schoolers everything they could need to develop, learn and play.

In the hugely popular Spidey and His Amazing Friends licence, Smoby is introducing hero line, the Spidey and His Amazing Friends Bricolo Workbench that allows kids to build their own Spidey Crawler vehicle. Also new is the Spidey and His Amazing Friends Buggy Box; perfect for fun on the go, all included tools and Spidey Crawler components can be easily stored within the carry case.

The Maxi-Cosi and Quinny range is designed in partnership with the stylish, modern pushchair brand. The Smoby Maxi-Cosi and Quinny Pram is a lightweight, stylish stroller with a sleek and ergonomic design. It has room for a favourite doll and features a removable seat, plastic shell and convenient foldaway hood for easy storage. The Maxi-Cosi and Quinny Baby Car Seat is a light pink car seat for dolls; similar to an actual car seat, it has a harness seatbelt and an adjustable handle so children can strap and lift their dolls out with ease. The light pink Maxi-Cosi and Quinny Twin Pushchair is an adjustable, lightweight double stroller with room for two dolls.

The Smoby portfolio also includes a range of playhouses, including the Nature House with Kitchen. Its bright, cheery design and cute features - including the shuttered windows, small barn door and sliding panel - provide hours of entertainment for little ones. The Smoby Garden Playhouse brings the natural, real world into the role-play world and comes complete with guttering to filter rainwater and fill up a water butt, a watering can, a plant trellis to hang and care for plants, and a detachable worktop, which can be attached to the inside or outside of the house.

Juratoys

020 8878 2133 | www.janod.com

sales@juratoys.co.uk

Little ones can journey back to prehistoric times with Janod’s new Dino range, which includes more than 15 engaging and stunning toys, games and puzzles. The collection features six push along wooden dinosaurs, a set of three wooden Dino Surprise Eggs, a Portosaurus Ride On Dinosaur, a Diplodocus themed wooden Dino garage, a Dino Activity Table and more.

The six wooden Push Along Dinos include Stegosaurus and Ankylosaurus with an impressive backbone made of felt; triceratops with its big horns; Diplodocus, recognisable by its long neck; T-rex with his big, protruding teeth and Spinosaurus with a large felt sheet on its back. The dinosaurs are sold separately, all feature wooden wheels and are suitable for 12 months plus.

The Dino Volcano Multi-Activity Wooden Toy features five dino themed activities to help develop fine motor skills, dexterity and curiosity. Little ones will love sorting the Tyrannosaurus, Triceratops and Pteranodon into the corresponding shape, playing with the three gears on one side or the mirror on the other. On the top of this portable play cube is a maze and an abacus with wooden beads.

The wooden Dino Surprise Eggs are ready to hatch; when kids open each of the three eggs they will discover the tiny dinosaur inside. All are neatly nestled together on a soft felt leaf, so no small parts go missing. Building on dexterity and fine motor skills, the Dino Surprise Eggs are suitable for 18 months plus.

One of the heroes of the range is Janod's wooden Ride on Dinosaur. The adorable unisex design will help build balance and promote imaginative play and the ride-on also features a removable plush tail for further play options. Suitable for 12 months plus.

With eight activities to engage young minds, the Dino Activity Table will help develop fine motor skills and dexterity, while looking stylish in any nursery or playroom. The table features a circuit for a Triceratops to whizz around, an erupting volcano with abacus and bell, a three-piece stackable palm tree, rotating dinosaur egg, a stackable leaf and footprint and many more play opportunities.

The Janod Wooden Dino Garage also launches shortly. Suitable for children aged two years plus, the Diplodocus garage features an elevator that goes up and down and a sliding ramp, down the tail. It also includes six wooden accessories (two cacti and four rolling dinos) and will help develop imagination and dexterity.

All the dino-themed toys are made from FSC-certified wood.

Mattel

01628

500 000 | www.mattel.com

The Fisher-Price infant portfolio sees expansion with the new Poppin Triceratops. Little ones can push or pull the interactive triceratops along for ball-popping action, plus motion-activated lights and over 40 sounds, with three Smart Stages learning levels teaching the alphabet, counting, colours and shapes.

The Fisher-Price Laugh & Learn range helps develop fine motor skills and encourages role play for infants and toddlers. New to the range is the Twist & Learn Gamer, where toddlers can control the fun with 10 plus buttons to press for multi-coloured lights, music and sounds, including over 65 songs, sounds and phrases which teach counting 1-10, shapes and colours. Also new to the range is the Puppy’s Activity Cube, a Retro-inspired fine motor activity toy including music, lights and lots of hands-on fun with 25 plus songs, sounds and phrases that teach the alphabet, counting 1-10, colours and shapes. Fisher-Price also introduces an interactive 2-in-1 Slide to Learn Smartphone toy to the range, with fun lights and over 75 learning songs, sounds and phrases that teach numbers, counting, shapes, colours, feelings and weather.

Fisher-Price continues to expand its Linkimals range with the 123 Activity Llama and Counting & Colour Peacock; these interactive toys include fun hands-on activities, multi-coloured lights, songs, sounds and phrases. Both can interact with other Linkimal toys for even more fun. Little People introduces Disney Princess & Best Friends and Disney Princess 7 Figure pack, where kids can recreate their favourite movie moments and imagine new adventures of their own.

Thomas & Friends introduces kids to the bigger world around them through the themes of friendship and teamwork and Thomas & Friends: All Engines Go! TV series includes Thomas’ journey into Lookout Mountain with the new Crystal Caves Adventure Set. Featuring nine pieces of track, a cool tipping bridge and fun Crystal Caves details and cargo, this actionpacked train set lets children send Thomas racing into the caves to deliver his special cargo again and again.

This year, Barbie has introduced My First Barbie - the first-ever Barbie doll specifically designed for pre-school-aged children. The My First Barbie doll features the same look and feel that Barbie fans know and love, but updated with large accessories, easy-to-dress fashions and a larger, softer doll body made for smaller hands and growing imaginations.

Mega continues to expand the range in 2023 with the Mega Bloks Move N’ Groove Sensory Caterpillar, where little builders can move and groove alongside the caterpillar train. The sensory building set for toddlers ages 1-3 comes with 30 big building blocks and special pieces includes eight features to discover and develop tactile, visual and auditory skills. Also new to the range is the Mega Bloks Squeak & Chomp Dinos and Mega Bloks Rock N’ Rattle Safari, including sensory features, where toddlers can build, play and explore their senses.

Melissa & Doug

0203 911 7519/7508 | www.MelissaAndDoug.com

Wooden toy brand Melissa & Doug is known for its imaginative toys that support the different stages of a child’s development from 0-5+ years, with a strong emphasis on open-ended play.

Melissa & Doug’s best-selling range of play sets inspired by future job roles are well known for their thoughtful, real-life details and multiple accessories, providing hours of fun for wannabe doctors, dentists and vets.

2023 sees this range expand with a new set for aspiring barbers. Launching in the second half of the year, the Barber Set inspires realistic, pretend play for 3+ years. For those who want to run a barber shop from home, everything is included from pretend shaver to foam, mirror and menu card. All 16 accessories can be packed neatly into the included cosmetics bag.

The Super Smile Dentist Set was a huge hit for the brand in 2022, with features on This Morning’s Top Toys for Christmas and Amazon’s Top 10 Toys for Christmas, and Melissa & Doug expects its popularity to continue this year. The set includes oversized pretend teeth and multiple dental tools – offering a fun way to learn about dental hygiene as well as helping young children overcome fears of visits to the dentist.

The Examine & Treat Pet Vet Play Set helps develop empathy and social skills in budding vets. Young animal lovers can tend to the two included plush pets with a range of veterinary instruments including a stethoscope and a selection of ointments.

Finally, a core Melissa & Doug toy is the Doctor's Kit Play Set, designed to give pre-school children an opportunity to play out scenarios where they care for others. Benefits include nurturing their imagination and easing feelings of stress towards visits to the doctor. The 25-piece set can be used to perform check-ups on siblings, parents or other willing patients with everything from bandages to eyesight tests; it even includes a magazine for the full waiting room experience.

Creative Kids

07827 880 159 | www.creativekids.com | grant@creativekids.com

Creative Kids will launch the new Little Tikes wooden collection for autumn/winter. Having extended its partnership with MGA Entertainment at the end of 2022, the company launched its initial range of 15 Little Tikes pre-school FSC-certified wooden toys at Toy Fair. The competitively priced range will include Gear Puzzle Toys, Music Play Sets, Lacing Toys, Activity Boards and Montessori-style Toy Sets.

Each of the wooden toys will feature iconic Little Tikes characters including the hero Little Tikes Music Table. The giraffe shaped music table encourages children to exercise their motor skills through musical play. Complete with mini xylophone and mallets, egg shaker, and mini drum, the Little Tikes Music Table is an ideal first introduction to musical instruments.

The LittleTikes Gears Turtle has colour-coordinated pieces to twist and turn with colourful blocks and gears to explore. The great value FSC-certified wooden toy features over 13 pieces for hours of developmental play. The iconic Little Tikes Cozy Coupe features on the Little Tikes Count & Stack Toy. With chunky wooden pieces, pre-schoolers can count each piece and assemble in the right spot on the numbered board.

Creative Kids also introduces the innovative Sense & Grow range featuring the Sensory Tissue Box: a soft, squishy tissue box that is ideal for babies and toddlers 5 months+ who can pull brightly coloured, textured scarves out of the plush tissue box and discover colours, textures and crinkle sounds. The Sense & Grow Tissue Box is a unique way to develop a child’s coordination, exploration and colour recognition as well as improving hand-eye coordination and dexterity. It includes 15 different tissues to activate a child’s senses as they explore sheer, tulle, cotton and felt and enjoy the fun sounds of the corduroy crinkly scarf.

The Sense & Grow range also includes the Sense & Grow Sensory Fidget Maze which will occupy young minds as they navigate through a course on this sensory fidget fabric maze.

Children can also experience a world of sensory possibilities with the Sense & Grow Sensory Light Tray which gives them the tools needed to promote an exploration of light, touch and learning. The seven-piece set includes a light table and three colours of sand. Kids can trace, mix and swirl the sand along with included rake, mini dustpan and broom to encourage colour recognition, shape identification and sensory perception.

Casdon Toys

01253 766 411 | www.casdon.com | UK@casdon.com

Casdon’s range of child-sized versions of much-loved household products is expanding this autumn with the launch of the new De’Longhi La Specialista Barista Coffee Machine. Packed full of functions and features in true Casdon style, the advanced and officially licensed toy coffee machine comes complete with realistic sounds and a magic coffee reveal, making it the perfect addition to any play kitchen. It comes equipped with all the accessories needed to make the perfect coffee, including a portafilter, two plastic cups, an americano coffee pod, a cappuccino pod and milk jug.

Building on its range of hair play toys, Casdon will be introducing its Ultimate Styling Case: a stylish pink and silver box containing everything needed for mini-me styling sessions. The case includes a light-up mirror, more than 25 hair accessories and booklet for recreating at-home hair-dos. The Casdon Ultimate Styling Case is compatible with Casdon Dyson Supersonic and Corrale Styling tools, so little ones can continue expanding their own salon collection.

Joining Casdon’s most recent licence this autumn is the Joseph Joseph Salad Set. With everything included to chop, prepare and dress (imaginary) salad, this set will help ignite excitement around healthy meals. The Chop2Pot cutting mat is the perfect size for preparing ingredients and the Elevate knife makes chopping up the tomatoes, onions, peppers and lettuce a breeze. When sliced and diced, the chopped ingredients can be transferred to the green uno salad bowl, ready for the next stage. The salad can be dressed with the salad dressing bottle, which makes a sound when shaken so children will always know when their dressing is perfectly mixed.

Another new product joining the collection is the Joseph Joseph Wash & Scrub. Like all other products in the Joseph Joseph range, this set has been designed and officially licensed to look just like the real thing. For added play value, the cutlery and crockery include colour changing magic when added to warm water, giving the impression that the dishes are squeaky clean. The set comes complete with a blue wash drain bowl which can be filled with real water, a palm scrubber, soap bottle, plate, mug and cutlery. For pretend play experiences that mimic activities outside the home, Casdon is also adding a refresh to its own range of retail products. Helping children with communication, mathematics and social skills through fun role-play experiences, the Casdon Shopping collection includes an updated Supermarket Till, Play Food and Shopping Trolley, all designed to be true to life, right down to the last detail.

RMS International

salesenquiries@rmsint.com

RMS International continues to expand its licensed division, building on its success over the last two years with the introduction of newly signed pre-school brand Gabby’s Dollhouse.

RMS already has a strong pre-school portfolio, spanning multiple product areas and including some of the hottest brands on the market including CoComelon, Peppa Pig, Paw Patrol, Hey Duggee and Little Tikes. The addition of Gabby’s Dollhouse brings another dimension to the company’s offering and the range will be on shelves this autumn.

This is a multi-territory deal as the RMS group continues to expand across Europe and international markets, covering major territories such as GAS & Benelux. Introducing pre-schoolers to Gabby’s creative world, the product launch will include mini collectibles, compounds and more.

from sequins and glitter to squishy elements, and include hidden surprise

The Compound collection includes both air dry clay and slime creations. The air-dry clay sets allow children to make their own mini kitties with simple, pictorial instructions, and the cleverly designed packaging can be reused as a play scene. Moulded cat shaped slime tubs are also a great pick-up line.

With a focus on the mermaid-cat, Mercat, RMS has developed a range of DIY bath bomb kits, which can be created and then enjoyed during bath time. These sets are based on STEM activity, taking inspiration from the

As well as the introduction of Gabby’s Dollhouse, RMS has recently joined forces with Hasbro on a multiproperty deal and will launch products within the evergreen brand Peppa Pig this summer. This includes a beautifully designed FSC wooden range, and there are also novelty gift items at value price points to fill this area of

Pre-School

Pat Avenue (UK)

01604 678780 | www.patavenue.co.uk | sales@patavenue.co.uk

Exclusively distributed by Pat Avenue in the UK and Ireland, Hama Maxi beads are the ideal size for smaller hands with each bead measuring 10mm. Hama’s newest Maxi Set comes with 400 beads, two pegboards, design sheets, instructions and ironing paper in a reusable storage tub – everything needed to create long lasting designs. Hama Maxi beads help pre-schoolers tune their fine motor skills, logical skills and stimulate creativity.

Breyer’s popular Li’l Beauties range welcomed two new styling ponies to its line up in January. These styling ponies with tangle free mane and tail make hair play easy and fun. With many accessories to showcase creative skills, children can create glamorous hair styles and decorate with gems for hours of creative play. New this season from Ecoplush are Fashion Dogs and Zoo Animals soft toys. Made of super soft, 100% recycled materials, the cuddly characters measure 25cm tall and are suitable for ages 0+. Another pre-school addition is Magic Wingz from Mascutties, a fun play value plush range with engaging features. Magic Wingz is a colourful butterfly with magnificent, magical wings that appear when children remove its pyjamas.

HoloToyz

01937 586218 | www.holotoyz.com

After topping the podium at Spielwarenmesse with its award-winning Paw Patrol AR tattoos and stickers, HoloToyz is now launching the products into new markets. This innovative product line is a game-changer, offering children a new and exciting way to interact with their favourite Paw Patrol characters. Each pack includes 10 animations of all kids’ favourite Paw Patrol pups, bringing them to life in stunning 3D animation and supported audio. The experience was designed with a 3-year-old in mind, making it easy to use and understand. Users simply scan the tattoos and stickers with the free kidSAFE HoloToyz app, and watch the magic happen. Children can tap to place the pups in the room with them and take photos and videos to share with family and friends, adding an extra layer of playability.

HoloToyz says the fact it won a coveted ToyAward at Spielwarenmesse for these ranges is a testament to the quality and innovation of this product. There was significant interest

ToyTopic is introducing hot new licences to its successful line-up of innovative and interactive plush and hand-puppet toys, expanding its pre-school portfolio into new play categories. Supporting its strategy for environmentally friendly and sustainable production, all proprietary plush from ToyTopic is now available

ToyTopic has secured the licence with Paramount to market seasonal Paw Patrol plush for the UK, Ireland and Channel Islands and is launching the new range for AW23 with Christmas themed puppies. A selection of Easter, Halloween and Valentines themed Paw Patrol plush will follow in 2024, all available in small, medium, large and pocket money sizes.

ToyTopic is also welcoming Peter Rabbit to its portfolio of high-profile brands, showcasing new soft and eye-catching hand puppets with sound and learning mats for 2023.

The multi-territory licence agreement with Hasbro has proven highly successful with best-selling Peppa Pig toys already in the marketplace, and the partnership is expanding with more licensed toys based on a selection of Hasbro’s top brands, including My Little

Additional licensed introductions include a Peppa Pig & Paw Patrol Snugzzies range and Paw Patrol and Peppa Pig learning mats and hand puppets. More brand licence announcements expanding the company’s relationships and partnerships will follow. Meeting the increasing demand for the hugely popular Pinkfong Baby Shark phenomenon, ToyTopic’s portfolio of plush, pre-school and learning has something for every fan, including highly anticipated new fidget bath toys. ToyTopic’s Pinkfong Baby Shark range will be supported with influencer campaigns, digital marketing and PR activity.

Toynamics UK & Ireland

0116 478 5230 | www.toynamics.com sales@toynamics.co.uk

New for 2023 from Toynamics UK & Ireland is the Korko Little Skittles Bowling Set. Great fun to play with, the skittles are made from sustainable cork which has lots of benefits – the skittles are soft, lightweight, non-slip and durable, plus cork is an antibacterial material and recyclable. This is an ideal toy for encouraging a child’s hand eye coordination.

Also new for this year is the Hape My Baking Oven with Magic Cookies: a magic oven which comes with a tray and six colour changing cookies. Once the oven is turned on, little ones can place their ‘uncooked’ cookies inside; the timer will start and UV lights will change the colour of the cookies as they cook (no heat is involved). The oven pings when the cookies have browned and are ready. Once away from the UV lights, the cookie colour will return to its original state so the whole process can be repeated.

Best-sellers in the pre-school category include the Hape Toddler Kitchen, which is suitable from 18 months and comes with a wooden stove with clicking, turning knobs and storage spaces behind the hob for keeping the kitchen tidy. It also comes with accessories: a pot with lid, frying pan, spoon and spatula. The Hape Doctor On Call is a well-equipped doctor's kit which encourages endless role-play opportunities so children can pretend to keep dolls, family and friends happy and healthy. The set comes with carry case, toy stethoscope, thermometer, needle and notebook.

Railway continues to be a year-round popular choice for gifting to pre-schoolers and the Hape Railway Figure-of-8 Safety Set teaches children about safety signals, with red for stop and green for go. The set comes with wooden track, a train, conductor, passenger and signals to stop the train and get it moving again.

All toys and brands within the range are given full marketing support and retailers can benefit from shop-in shop solutions by getting in touch with the team.

Zapf Creation

0845 0533 333 | www.mgae.com

Zapf Creation’s Baby Annabell and Baby born have captured imaginations and developed nurturing skills for thousands of children over the years.

Baby Annabell’s 43cm range is available in three characters, Leah, Annabell and Alexander, and suitable for children three years and older. With an array of functions from cute life like noises, mouth movements, real tears and sleeping eyes, the doll is effective in helping to build children’s social and communication skills.

Baby Annabell has a host of clothing and accessories for children to enjoy. New for this spring is the Baby Annabell Active Stroller with Bag: a lightweight stroller to take Baby Annabell out and about. Also new to the range is the Baby Annabell Sheep Onesie 43cm which features a fluffy hood with long ears, a soft white exterior, cute bows on its feet and a detailed design of mini animals on the front.

The Baby born Magic Doll 43cm range is available in four different dolls and is suitable for children of three years and above. Each Magic Doll is equipped with 10 functions and can drink, cry, wee, bathe, eat and sleep - ideal for promoting realistic parent-child role-play.

The new Baby born Bear, launching later this summer, is perfect for pre-school play. Designed to be Baby born’s best friend, the Baby born Bear helps to develop children’s imagination and communication skills. The Bear can be used with all of Baby born’s accessories, allowing for many dual play possibilities for children, from dressing up the Bear and Baby born and having naptimes together to days out as a pair in their prams. With articulated limbs, Baby born Bear can sit, stand with support and wave to friends.

Launching alongside the Baby born Bear is a themed accessory and clothing range, including two adorable outfits; a Bear Sleeping Cave; plus a Backpack which converts into a carrier for the Bear, so children can take their Baby born and Bear with them to pre-school. The Baby born Bear is suitable from birth, and the additional accessories are suitable for ages one year and over.

Little Tikes

0845 0533 333 |

www.mgae.com

Cementing its position as a leader in the preschool toy market, Little Tikes’ Learn & Play range caters to all children during their first few years, with toys designed to help them through a host of early milestones and encourage essential play patterns in a fun and engaging way.

The Shapes & Sounds Paintbrush develops colour recognition and teaches shapes to children from nine months old. Each wave of the paintbrush reveals a colourful light display and speaks the corresponding colour: blue, green, orange, pink, purple, red and yellow. Children will delight in learning six shapes as the paintbrush directs them to paint the shape in the air and rewards them with fun sounds.

The Count & Learn Hammer introduces kids to the joy of maths while fuelling their love of colours as they hammer away from numbers 1-10. Perfect for little hands thanks to its two soft heads and textured grip, the hammer counts out loud with every tap. Colour mode makes the hammer light up and say the colour name as it cycles through them, and its silly sounds will keep little ones giggling during play.

The Movin' Lights Monkey uses light to inspire little ones to get moving. The interactive toy provides two ways to move and groove: chase mode and dance mode. In chase mode, kids are inspired to crawl and chase the coloured lights projected from Monkey's lantern as he moves and twists. Dance mode invites kids to enjoy over 50 sounds, songs and silly phrases as they groove to the Jungle Boogie.

The hands-on and interactive 100 Words Spell & Spin Pencil allows children to turn the letters and spell hundreds of different words. Children will develop vocabulary skills while searching the easy-to-follow spelling notebook for words to spell. After selecting a word, they can press the pencil tip to hear the letters and word pronounced, as well as a corresponding sound effect. The 100 Words Spell & Spin Pencil is an ideal way to start kids aged 3+ on educational spelling adventures.

The award-winning Activity Garden gives growing kids a head start by encouraging them to explore the world around them. Ideal as an enclosed play environment or a two-sided play centre for growing toddlers, the multi-functional Activity Garden includes a crawl-through archway, an interactive telephone and much more.

Fabula Toys

020 3633 9684 | play@fabulatoys.com

Fabula Toys designs educational toys especially for the pre-school sector, which bring nursery rhymes alive. Each of the award-winning toys focus on a popular rhyme, exploring the characters and narrative while also helping develop key skills based around the Early Years Learning Goals. These include imagination, vocabulary, physical exercise, STEM and the very relevant topics of diversity and inclusion.

Driven by the insight that nursery rhymes enjoy almost a monopoly in the area of pre-school entertainment, the simple concept of enacting popular rhymes makes each Fabula toy intuitive to the simplistic nature of play among children 0-4 years old. Customer reviews often follow a recurring theme: that children automatically know how to play with each Fabula product and can keep themselves entertained for hours at a go.

The brand currently offers five toys – Incy Wincy Spider set of story gloves, If You’re Happy & You Know It inflatable activity dice, Five Little Monkeys educational board game, The Finger Family set of 10 multicultural finger puppets and Wheels on the Bus foldable pop-up tent. The designs and universally appealing theme of nursery rhymes have made the products popular with parents and among toy-shoppers as well as nursery and pre-school educators.

Over the course of the last 12 months, Fabula has focused aggressively on increasing its footprint across the UK and the team is confident that 2023 will be another strong year for the company.

Just Play UK

www.justplayproducts.com

uksales@justplayproducts.com

Following the success of its initial Sesame Street product release, Just Play has expanded the range with some exciting new additions. The most unique of these is Potty Time Elmo, an engaging and interactive plush toy designed to encourage and support children on their potty-training journey. Already garnering a very positive response, Potty Time Elmo was announced as a winner of the Hero Toy 2023 awards at Toy Fair UK in January.

Potty Time Elmo is a great interactive aid for parents as well as being a supportive companion for toddlers aged 18 months and up. Kids can give Elmo his sippy cup when he asks for a drink and then help him get to the potty. If Elmo doesn’t make it on time, he reminds them that accidents happen. When Elmo has potty success, he sings a happy potty song and children can put a sticker on his chart. The adorable plush has been created following the huge success of a Sesame Street video that has racked up over 23m views on YouTube. The video sees Elmo dancing on his new potty as his father, Louie, teaches him how to use it.

With plenty of exciting PR activity planned around the launch, which started in March this year and runs all the way through to Potty Training Awareness month in June, Potty Time Elmo is set to be one of the most popular toys of the year. Just Play will be investing in advertising, press events and social media campaigns to support the launch.

Potty Time Elmo is available now along with other products in the Sesame Street range. The range offers unique educational benefits that parents will love, supporting children’s’ learning and development through play. Just Play’s range of Sesame Street toys will help kids achieve key learning milestones whilst boosting preschoolers’ wellbeing through fun, interactive play.

Sesame Street Elmo’s Learning Letters is a fun and engaging ‘on-the-go’ play set that delivers learning through play-based content featuring letters and numbers as well as favourite Sesame Street characters. The range also includes attractive entry price point products such as the Learn with Elmo Phone, which makes a perfect gift for early learners. Parents will appreciate the engaging features while children will love the play value the toy offers. Just Play’s super soft Sesame Street plush and fun figures, which make for ideal impulse gift purchases, have also already shown strong sales and will continue throughout 2023.

Moose Toys

01637 882 201 | www.moosetoys.com

Bluey has partnered with Moose Toys since 2021 to offer a licensed range of Bluey plush and plastic toys in the UK, US, Australia and now across the globe. Multiple new toys have been released under the Bluey licence and the Basic Bluey Plush assortment remains Moose’s best performing SKU, taking the number one spot for units sold.

New for spring 2023 is the Bluey Treehouse Playset. Inspired by the distinctive Poinciana tree from the Heeler’s family backyard, the play set is feature-packed with two-sided play. Kids can make their figures climb up the ladder, ride the swing, slide down the slide and relax in the hammock. A secret door behind the canopy reveals a Fairy inside the Fairy Hideaway, while the Bluey figure included, with moving arms and body, wears a Flower Crown.

Also in the Moose Toys’ global licence portfolio, another hot property, Octonauts has over 1.6b content views on YouTube globally. The toy range has been designed to capture the hearts and imaginations of young Octo-fans who love the animated adventurers’ mission to explore, rescue and protect beyond the sea… onto land. The range includes the popular Octonauts Octopod Playset.

New for spring 2023 is the Panni & Terra Gup 2 Figure & Vehicle set, with spinning drill. Kids place Paani inside and rotate the Terra Gup's shell over for protection, embarking on adventures as the drill spins around. They can also rescue the freshwater crocodile and place it in the back of the Terra Gup 2 to take it to safety. Every pack also includes a Mission Card which reveals the type of mission to be completed.

Jazwares

020 3598 5119 | www.jazwares.com

Jazwares’ CoComelon toys bring JJ, his friends and family, and their celebration of big moments for little kids from digital to physical, with true-tocontent play that makes children feel like they’re part of the show.

CoComelon’s mission is to support kids in their foundational years through positivity. The show is the most-watched brand on YouTube Kids globally with more than 4b monthly views and 150m fans. As global master toy partner for CoComelon, Jazwares took over direct distribution of the licensed toy line in the UK & Ireland as of January 2023.

CoComelon HugMees by Squishmallows is the latest addition to Jazwares’ squad of high-quality plush toys made with ultrasoft materials. Featuring the beloved CoComelon characters wearing their pyjama onesies, the collection includes fan-favourite JJ and his best friends. Further highlights to the CoComelon range include new style figures, vehicles, play sets and bath toys. The adorable Peek a Boo JJ and the amazing Dancing JJ Doll with light, sounds, four songs and three dance modes will also delight fans. The new additions to the CoComelon range will be available this autumn.

Spidey and his Amazing Friends will be swinging into autumn 2023 with new additions to the Jazwares line inspired by the hit Marvel show. The series models the importance of teamwork and helping others and highlights themes of friendship, cooperation and problem-solving; the refreshed line-up will see new heroes and villains added to the Disc Dashers, Amazing Minis and Power Rollers lines. Additionally, following the success of the vast vehicle and plush ranges, Spidey’s web-slinging action will be expanding into die-cast vehicles with the introduction of the Amazing Metals range, rolling into retail from July onwards.

Posh Paws

01268 567317 | www.poshpawsinternational.co.uk |

sales@poshpawsinternational.co.uk

Gabby’s Dollhouse has captured the hearts of children across the world and Posh Paws offers a range of beautifully designed plush toys based on the popular pre-school show. The current range includes a variety of 10-inch characters, featuring Gabby, Cakey Cat, MerCat, Kitty Fairy, Pandy Paws, Pillow Cat and CatRat, along with a 7-inch assortment of characters in a CDU. There will also be new characters and extra-large sizes released throughout this year.

Joining in with the 30th anniversary celebrations of the Jurassic World franchise, Posh Paws will be introducing new collectible Dino Eggs, introducing new dinosaurs from the blockbuster movies and Netflix Camp Cretaceous series, as well as new 10-inch plush dinosaurs such as the Brachiosaurus and Bumpy the Ankylosaurus. Also new are the XL 18-inch Baby Blue Raptor and T-Rex soft toys and the Squashy Podgies dinosaur assortment that features glow-in-the-dark eyes and super-squishy fabric.

For the third Trolls movie this October, Posh Paws will once again join Poppy and Branch on their latest adventure with brand new plush toys in small and larger sizes, as well as Squashy Podgie styles and collectible bag clips.

Cubies are Posh Paws’ new cubed collectibles at a pickup price point that can be stacked on top on each other to create fun combinations. The squidgy plush toys have been specially developed with the growing trend of collectible, squishy fabric plush, and will launch with Spike the Dinosaur, Tye the Unicorn, Lola the Giraffe, Gus the Sloth, Zoe the Cat and Jaxx the Fox. Printed on each character’s hang-tag is a fun description of their unique personality. New characters will be introduced later in the year, so kids can collect them all and build higher stacks of Cubies. Having picked up the Hero Toy award at this year’s Toy Fair, Posh Paws’ Cute Eco Earth Baby Animals are now available to order. The baby Koala, Panada, Sloth and Elephant are available in 8.5-inch and 6-inch sizes, and made from 100% recycled materials including the stuffing, outer fabrics and

Inspired by the benefits and fun young children have with exploring mother and baby play patterns, Roomies encourage imaginative play and caring with kids. Made using the highest quality 100% recycled materials, the Kangaroo, Panda, Sloth, Koala and Penguin Roomies are brightly coloured 2-in-1 animal soft toys; children can place the baby animal in the pouch of its mother.

TickiT® products are designed to be engaging and open-ended, to support the curiosity approach, encourage inquiry-based play and allow children to develop their learning potential. Our innovative range offers fun, high quality, educational toys for all ages and abilities.

Rainbow Wooden Super Set

Sensory Blocks

Wooden Enchanted Figures

Sensory Reflective Colour Mystery Balls

Easy Hold Magnifier

Sensory Mood Water Table

Trends UK

01295

768 078 | www.trendsuk.co.uk | salesadmin@trendsuk.co.uk

Trends UK is expanding its award-winning range of ELAs based on the phenomenally successful Numberblocks and Alphablocks educational programmes with three exciting new launches for AW23.

Numberblocks Clip & Learn introduces a new way to play with four clip-on sheets featuring 12 different fun-filled activities, taking maths skills to the next level. Guided by voice and sound effects, children can explore odds and evens, Number Magic Addition and much more with Meet the Numberblocks 1-10 and 11-20.

The new Numberblocks Mini Tablet is a smaller portable item, ideal for learning on the go. Entry level learning games enable independent play: introducing numbers, counting, addition and fun with Numberblocks in four different activities.

The new Alphablocks Clip & Learn Phonics Fun helps pre-schoolers master the alphabet, learn phonic letter sounds and make words. Featuring a new play format with four clip-on sheets, children can learn with 12 games including Meet the Alphablocks, Word Magic, Where’s the Vowel and much more.

Trends UK’s top-selling Peppa Pig ELAs portfolio will be expanded with a new shopping themed learning toy, Shop With Peppa, which encourages learning about numbers, colours and objects with special interactive keys to pay the right amount.

The Hey Duggee learning toys continue to be in high demand and the newest, Hey Duggee Game Show, follows a popular TV episode where the child answers questions to win five different topics of Squirrel badges, getting them all right to earn the Gameshow badge.

Paw Patrol fans can also look forward to new ELA launches to be announced soon.

Trends UK’s Paint Pop Paint Sticks range is the perfect introduction to painting and doodling. Offering mess-free creativity on a wide range of surfaces including paper, card, canvas, wood and even glass, the range includes a wide variety of colours and finishes plus practical storage solutions which parents will appreciate. With a fast growing following on social media and five-star reviews, Trends UK will continue to support the popular brand with activity throughout the year.

For 2023, Trends UK is introducing the new Paint Pop Paint Pens. The 12 pack of vibrant colours has the same great fast-drying, mess-free paints but with a finer tip, so perfect for adding finer details to creative masterpieces. The new Paint Pop Spin & Create Set makes stunning swirly art pieces at the push of a button and includes four colours of paint, glitter and a mixing guide to help create vibrant, spiral designs. It also comes with paper discs and a frame to display favourite art pieces.

Playmobil

01268

548 111 | www.playmobil.co.uk

Five new products expand the Playmobil toddler range this summer. All play sets include multiple educational features based on three connected learning stages, allowing parents to easily choose the right toy to improve their toddler’s skills.

The Rocking Snail with Rattle Feature enables children to train their fine motor skills in a playful way. The integrated rattling sound catches the curiosity of little explorers, while the Push & Go Car with flywheel motor also offers lots of fun and excitement: When nudged, the car moves forwards and backwards by itself, encouraging toddlers to get active and at the same time develop their fine motor skills and cognitive thinking. And with the colourful Number Merry-Go-Round, kids can enjoy discovering the number range from 1 to 8.

The Crazy Donut Truck with stacking and sorting feature offers lots of stimulation for active toddlers as they sort the beautifully decorated donuts into the trailer. When opening the rear door, the donuts start rolling out across the room, leading to chasing fun. In addition, the donut stacking feature on the truck’s rear end trains fine motor skills. The Adventure Tower with Ice Cream Booth also offers many different functions to explore. The ferris wheel is set in motion by turning the handle and there is a hidden double function: when placing a figure on the platform, it is gradually moved towards the slide until it slides down all by itself. Understanding these cause-and-effect relationships promotes the child's cognitive skills and development. Matching the figures to the appropriate seat and playing colour sorting with the ice cream sticks provides additional play value, trains fine motor skills and initiates first role-play.

Committing to support toddlers’ development through play and inspiring both children and parents at the same time is the mission of Playmobil 1.2.3. With the learning stages concept that focuses on individual abilities instead of just the age, fine motor, social and cognitive skills can be acquired and improved. All items contain multiple educational features based on three connected learning stages - Easy Start, First Challenge und Little Expert.

Multiple play themes and features offer children aged 1 -4 years endless opportunities to explore, understand the world, and grow through play. All play sets are robust, easy to clean and contain no small parts that could be swallowed. As with the classic Playmobil range for older children, all Playmobil 1.2.3 items can be creatively combined with each other and turned into long-lasting companions for little explorers.

Some favourite Disney characters will also be joining the range as the very first licence for Playmobil 1.2.3. Six play sets inspired by Disney’s Mickey and Minnie Mouse as well as Winnie the Pooh, Tigger and Piglet will be launched summer 2023 for fans of all ages. As with all Playmobil 1.2.3 products, each of the Disney play sets includes multiple educational features based on three connected learning stages.

Rainbow Designs

01329

227 300 | www.rainbowdesigns.co.uk

Rainbow Designs’ catalogue boasts a wide range of joyful and innovative pre-school toys with beautifully created, contemporary and playful collections of soft and wooden toys, coupled with much-loved characters such as Paddington Bear, Peter Rabbit, Spot, Elmer and The Very Hungry Caterpillar.

Rainbow’s best-selling pre-school toy range based on The Adventures of Paddington TV series is perfect to help spark imaginations and encourage pre-schoolers to create their own adventures with Paddington. Joining the range this year - which already includes the Talking Paddington Soft Toy, Multi Figure and Football Play Sets - is the new, award-winning Adventures of Paddington Tea Set. All packaged in Paddington’s suitcase, which features the familiar P.B. initials and fun stickers so little ones can personalise, is a cuddly Paddington Bear Soft Toy and 10-piece Tea Set that includes colourful cups, saucers and a teapot.

The new Adventures of Paddington Dress Me Up Soft Toy includes four changeable outfits, so youngsters can enjoy imaginative playtime as they dress up the super soft Paddington toy as a doctor, a baker or as a magician. Of course, Paddington also comes with his famous blue duffle coat and red bush hat. Also joining the ever-popular Adventures of Paddington Bus and Campervan Play Sets will be a further mode of transport for Paddington: a new Paddington Bike and Sidecar Play Set.

The Peter Rabbit TV range is still very much a firm favourite with preschoolers. Based on the characters from the hit TV series, Rainbow’s soft cuddly character collection includes the fun-packed Talking Peter Rabbit and Lily Bobtail toys, now at a new bigger size, with phrases such as 'Let's hop to it!' and 'All rabbits need a little help from their friends'.

Rainbow’s extensive range of wooden toys, which complement the character soft toys, deliver fun and evolving play patterns that grow and develop with children through their early years. The collection includes Wooden Pull Along Toys, Building Blocks, Shape Puzzles, Balance Toys and Domino Sets that are available in the Peter Rabbit, Guess How Much I Love You, Elmer, Spot, We’re Going on a Bear Hunt and The Very Hungry Caterpillar ranges.

Rainbow is also welcoming new much-loved heritage characters, Maisy and Giraffes Can’t Dance, to the family, that are perfect for the pre-school age. Soft toys will be arriving later this year to join the bedtime cuddles and stories collection, and sold alongside storybooks that are regulars at the top of the children’s book charts.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Vivid Goliath is taking its first steps into the Infant sector with Modimi, a future focused range of infant toys that grows with baby, up to toddler age.

The range is made from durable, recycled materials and offers a wide variety of sensory and cognitive play experiences without compromising on fun. The range encourages the development of fine motor skills, colour recognition and hand strength while allowing toddlers to enjoy building and creating.

This modular toy system supports the different development stages, growing with baby from 10 to 36 months. Babies will be able to touch, crinkle and stack the modular parts of their planet-friendly animal collection with a variety of sensory experiences to discover. There are five different animals in the range across multiple price points. A multi-layered marketing campaign will target parents, carers and gifters across highly targeted media platforms.

Goliath’s acquisition of STEM experts Colorific means it is able to bring Build a Bots to the UK. Offering next level robotics and personalisation to boys and girls aged 4-6. A core range of bestsellers has been curated including a Unicorn and Snow Leopard alongside licensed Paw Patrol Build A Bots launching this Easter. Kids simply assemble their character, personalise with stickers, then a clap of the hands brings the pet to life. With fewer pieces for a quicker build, there’s also a Glow Gecko to create, name and put in its own habitat.

Color Wonder products are non-toxic and won’t colour skin, furniture or carpets. The special ink in Color Wonder Markers is clear on most surfaces, yet each marker 'magically' shows up a different colour on Color Wonder Paper. Kids select their colour and discover hidden designs as colours magically appear on the page. The mess-free Colour Wonder portfolio’s latest launch, Gabby’s Dollhouse, has got off to a great start and Barbie is set to join the Crayola aisle later in the year.

PlayMonster UK

01628 488 944 | www.playmonster.co.uk

trade@playmonster.com

PlayMonster UK has a new pre-school range available for summer 2023, Glo Friends, which introduces sensory play and reading. Glo Friends toys feature elements of Social Emotional Learning (SEL) as tools to help parents teach their children about their emotions and how to regulate them.

With four interactive play modes and over 90 songs and sounds, children can wiggle, hop and stop with Wigglebug, which launches for AW23. Free Play uses motion sensor technology to react to children’s movements such as spinning or hugging, Active Mode uses dance style dance exercises to get children up and moving around, while Calm Mode is perfect for a story time. There is also Sleep Mode which plays a lullaby or ambient music and a glowing tummy to create a calming bedtime routine.

Spirograph Junior, which is suitable for ages 3+, enables the youngest creative minds to make amazing designs. Jumbo-sized pieces make creating Spirograph art fun and easy for little hands, and an easy-to-carry drawing tablet doubles as a workstation and handy storage case to keep everything neat. The set includes easy-to-use gears, felt tip pens, paper and a handy instruction guide.

KidKraft

07787 574 931 | mark.inett@kidcraft.com | Kidkraft.com

KidKraft believes in realistic play that drives imagination and the special moments that last a lifetime for families.

The KidKraft Farmhouse Kitchen provides the fun of preparing, cooking and serving that kids experience with their families, all coming to life with realistic lights and sounds. There’s a sink to rinse the dishes, and a burner to cook the included food pieces.

Kids can learn to grow and slice the ‘choppable’ vegetables with the included wooden knife and play at serving refreshing beverages from the refrigerator with working ice cube dispenser (play ice cubes are included). There are also extra storage bins to play with which can be used to put away the accessories after use.

Schleich

01279 870 000 | www.schleich-s.com/en |

schleich@schleich.co.uk

Suitable from three years of age, Schleich’s evergreen Farm World range will be a core focus in 2023. New figurines include the Austrian Noriker Stallion, American Camarillo Mare, Scottish Galloway Cow, American Spotted Donkey, Valais Black-nosed Sheep, Great Dane, Bichon Frise and Abyssinian Cat.

A Stable Care Accessories set will be available from this month. This will be followed in July with the relaunch of the popular Large Farmhouse. The updated version will be modular, allowing pre-schoolers to arrange and extend the play set in a variety of ways.

Launching in July will be a Pony Box with Icelandic Pony Stallion, a shiny new Tractor and Trailer with movable front loader and functioning shovel, and a Pet Hotel with swing, scratching post and obstacle course.

The Wild Life range is ideal for helping pre-schoolers learn about the natural world. New additions include an Otter, Cheetah Baby, Caracel Female and Caracel Baby, Blue Poison Dart Frog, Aardvark, Harpy Eagle, Thomson Gazelle and Indian Rhinoceros Baby. The brand also welcomes its first colour-changing character, the Chameleon. When placed in water, it changes from greenish-turquoise to reddish-brown.

In March, Schleich’s National Geographic range will be bolstered by the addition of a Moose with Calf and a Gorilla Family with two babies.

A.B.Gee

01773 570 444 | www.abgee.co.uk

A.B.Gee’s expansive range of pre-school toys welcomes new additions for spring 2023 including activity sets, puzzles, role-play toys and music sets in the Tooky Toy range, which offers traditional toys with a modern twist - all made from sustainable wood.

Kids can sow the seeds of learning with the new, brightly coloured Vegetable Garden in which kids can plant the chunky vegetables and harvest their own colourful crop. The 14-piece set includes five vegetables, caterpillar, two tools, watering can, two seed packets and two labels.

The new BBQ Grill will encourage kids to develop their imagination and creativity when playing and has an opening hood and ‘ingredients’ for creating tasty burgers and kebabs, plus plenty of tools and condiments, making it a fun and versatile play set for children aged three and above.

There are also three new folding play sets - Farm, Hospital and Fire Station - which all come with six chunky standing figures that are perfect for little ones to set their own scenes and tell their own stories. A carry handle means that when the figures have been packed away, they can be transported for an on-the-go activity.

Chunky puzzles are a great way to encourage hand eye coordination and A.B. Gee has added even more to its range. The Farm, Pet and Marine scene puzzles are suitable for 12 months and above and each features seven brightly coloured and easy to grasp pieces, which are both durable and visually stimulating.

Allegedly

The Nuremberg Toy Fair has officially announced its dates for 2024. As predicted in last month’s Allegedly column (good to see the old crystal ball is still working), there is a slight change in the date configuration for next year, with the show shifting to a new Tuesday-Saturday format. Personally, I think this will be viewed by the vast majority as an excellent move – it still gives German retailers a weekend day to visit the show, while international visitors will get an extra weekday to go about their business. Some had argued for the weekend to be removed completely from the equation, and while that may yet happen a few years down the line, it wasn’t likely to be implemented straight away. Not only would that have sent the wrong message to the domestic German market about their importance to the show, but it would potentially have cost exhibitors more if the main set-up period fell across the whole weekend. This way, most exhibitors will just have to fly out a day earlier than normal, which should thankfully have minimal impact on the London Toy Fair. Some visitors may choose to do likewise, although flying out on the same day as usual will work just as well for many. Either way, any potential disruption or impact on London has been kept to a minimum, which can only be a good thing. Indeed, the tighter turn-round time between the two shows may even encourage a few international (especially US) visitors to stop off in London before heading over to Nuremberg straight after Olympia finishes…

1133 days after it was first introduced, Hong Kong has finally scrapped its mask-wearing mandate. Of course, this being Hong Kong, I gather that the vast majority of locals have continued to wear their masks despite the new relaxed rules and the threat of huge fines no longer hanging over them. I am sure that will change over time, but nevertheless, it’s good to hear that one of the last remaining barriers to international travel (albeit a fairly flimsy one, in truth) has been removed. Come October - and certainly by next January - we will get to see whether the global toy community chooses to rekindle its long-term fondness for doing business in Hong Kong, or whether the world has moved on...

Argos has announced the closure of two major depots and the old Milton Keynes office. To some, it seems that Argos is being dismantled before our very eyes - I received several messages to that effect after the move was announced. Although I completely understand that perspective, maybe the toy community needs to let go of the past and accept that Argos is a very different account these days. Its turnover may be fraction of what it once was, but I am led to believe that it is actually making a profit now, which was apparently not always the case in its glory days…

Sainsbury’s has announced that it will be introducing a four-day working week trial, which will include head office staff. The three month trial is said to be aimed at “improving flexibility”, although some suppliers are concerned that they may now find it even harder to speak to buyers than they did before. It will be interesting to see how it works in practice…

There has been some low level grumbling within the UK toy community about over-ambitious (some have even used the word ‘ludicrous’…) targets being set by certain international parent companies. There is absolutely nothing wrong with aspiration and wanting to maximise revenue, but it’s important to make targets realistic and align them with prevailing economic conditions and, frankly, reality. Taking everything into consideration, the toy industry performed remarkably well in the face of some challenging conditions last year. Of course, some did better than others. But setting impossible targets – especially if that’s in conjunction with slashing marketing budgets – is only to going to end one way. Maybe it’s time for a reality check for some boardroom warriors who are perhaps a little disconnected from what’s happening out on the front line in other territories…

Lego unveiled a stellar set of financial results last month, with sales and profit growing in a challenging trading environment in 2022. Given its significant increases across the globe in markets down by low single-digits, it would be interesting to see what those market numbers would have looked like with Lego stripped out…

Hasbro recently launched one of the most ambitious marketing campaigns we’re likely to see in the first half of the year, offering consumers 50% cashback (up to £50) when they buy a Hasbro game. A retail-wide initiative, it’s good to see all retailers – brick and mortar and online alike – being given the chance to benefit from such a bold campaign. Time was when this sort of activation would have been given to one retailer as an exclusive, so full marks to Hasbro for allowing the whole toy retail channel to be involved…

I was reminded recently about the chasm between the British and American senses of humour. Apparently, I was completely misquoted in a Circana (formerly NPD) US presentation last month, where it was suggested that I thought 2022 was a boring year. When I was told this by one of the attendees, I was rather taken aback, as it is the polar opposite of what I actually think. It transpired that at the start of a podcast I took part in just before Christmas with some of my US media counterparts, they asked how 2022 had been and – dripping with sarcasm – I replied: “Another boring year, eh?” They laughed, so they got the joke (i.e. it was anything but boring…). Unfortunately, it seems I need to hold up a sign saying ‘irony alert’ in future (which is tough when it is a sound-only podcast…), as someone at NPD took the comment literally and quoted it verbatim as ‘evidence’ that the toy market wasn’t innovating. Heck no, that’s categorically not true. I am genuinely excited about so much I have seen for this year, and there was plenty of good new stuff around last year too. Whatever challenges we are facing as a community across the globe, they’re largely as a result of economic pressure way beyond our control, not anything we are or aren’t doing. So just in case you think I have turned into The Grinch, I wanted to put the record straight: I am – and always will be – a passionate advocate for the toy community. Remember, I used to work on ‘Plates n Sh*t’ – the world of toys is never boring.

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