Toy World Magazine June 2023

PLAY TENT

‘SWITCH-IT’ TRI-SCOOTER

Easily Converts Easily Converts

‘SWITCH-IT’

2-IN-1 10” TRAINING BIKE

BALANCE Mode

SAFETY HELMET

Pedal Mode

Includes 4 character plaques

quick-release buckle Quick-release buckle

PUNCTURE PROOF TYRES PROOF TYRES

We have been putting the finishing touches to yet another bumper issue of Toy World while recovering from two frantic, but hugely productive, days at the Toymaster May Show in Harrogate. This year’s show was undoubtedly back to its best. Visitors – tick. Orders – tick. Passion, enthusiasm and (cautious) optimism for the second half – tick. By and large, Toymaster members - and the specialist toy retail channel as a whole - are in a really good place right now, and the suppliers who have worked out how to align with the indies are benefiting from that. A lot of companies worked hard to make the May Show a success – and they reaped the rewards.

As ever, it was great to spend time during the days and evening with so many of our friends, advertisers and readers, and we also met up with our American contributor Rick Derr for the first time in person. It was lovely to hear not only how much he enjoyed the trip and how welcome he felt, but that he had also found it incredibly useful from a business point of view, finding ideas and new products that – in his own words – “more than paid for the trip.” You can read his thoughts on the show on page 42: he makes some very interesting observations, comparing and contrasting the similarities and the key differences between the way the UK and US supplier community interact with the indie channel. A couple of the points he made certainly came as a surprise to me, and when you read them, I suspect UK indies might appreciate that on the whole, our suppliers treat the specialist channel far better than many of their US counterparts.

One of the reasons I love the indies is their reactiveness and flexibility, their ability to move swiftly to capitalize on emerging trends and their ‘finger on the pulse’ approach. They are at the sharp end, they talk directly to consumers every day, and they can change over ranges anytime they want – they aren’t governed by rigid buying seasons or limited to bi-annual ranging decisions. They may not all have scale or clout on their side, but they care passionately about what they do – it’s more than ‘a job’ to many of them – and they care about the toy market…because that’s the only market they operate in.

The good news is that toy suppliers are increasingly appreciating the invaluable contribution that the

indies make to the toy community, and I sense that they appreciate the importance of supporting specialist retailers with point of sale, exclusive lines, marketing support, competitive pricing and other ways of attempting to level the playing field. Of course, there is still a long way to go – indie retailers are all individuals with their own buying preferences who can be like herding cats on occasion, and not all suppliers find that easy to work with –but I think we saw in Harrogate just how far the indie retail channel has come in recent years.

Well done to the Toymaster team for organizing such a well-run and valuable event, which sets the toy community up nicely for summer and the all-important second half of the year. Of course, challenges remain: we could all sit and moan about the economy, the weather and how much clearance stock is floating around the market this year, but there’s nothing much we can do about any of these things. What we can do is to look at the strengths within our own businesses and talk to our partners about how we can do more together. Simplistic, maybe, but business doesn’t always need to be over-complicated.

The toy market thankfully has many great carry-forward ranges that are continuing to perform strongly, and there is no shortage of great new lines coming through. And despite the tricky economic climate, ‘new’ is selling. So, we will carry on bringing you details of all the most exciting new lines hitting the market in the coming months as we head towards the all-important festive season.

This month the spotlight falls on the Art & Craft and Infant Toy categories (an area I am about to get reacquainted with on a personal level after the birth of our first grandchild last month). Then, if you flip this issue over, you will find a massive section devoted to the world of Kids’ Licensing. It encompasses 100 pages of lovinglycurated content which covers everything you need to know about what is happening in the licensing world – including a preview of the forthcoming Licensing Expo in Las Vegas, news from some of the licensing arena’s hottest properties, plus an exhaustive trawl through the latest character merchandise ranges being launched by licensees over the coming months.

We’ll be back next month as we enter the all-important second half of the year: Autumn Winter…bring it on, we’re ready and raring to go.

John Baulch - @Baulchtweet

MGA’s Miniverse enters Top 10 in UK during first month

MGA’s Miniverse launched in the UK in April this year and has already seen phenomenal growth, racking up impressive follower numbers across social media channels and partnering with some of the biggest crafting and Gen Z influencers on TikTok including Kira Goode (@kira_goode). In addition, MGA’s Miniverse was named in Circana’s round up of the Top 10 New Properties at No. 9 and ranked as the No. 3 Miscellaneous Toy in April in the UK market.

Since launching in the US in December 2022 with a social media campaign, the brand has proved to be extremely popular, primarily amongst an 18- to 35-year-old ‘collector fan’ audience, selling more than 1.5m balls to

MGA’s Miniverse reached more than 37m people during the first phase of the launch campaign in the UK, achieving more than 280,000 organic views in the first week of social activity. The new mini collectible brand continues to amplify excitement with brand collaborations and further influencer partnerships, and much more planned for the coming months.

Pamela Justice, marketing manager, said: “These results demonstrate how MGA is at the forefront of driving cultural trends. We identified how huge the craze for mini foods and DIY crafting was and these strong results underline that. MGA’s Miniverse combines trends and offers the consumer something truly unique and fun. The Café and Diner editions are just the start for this incredibly innovative brand, and we have big marketing and communication plans to unveil as we expand the range significantly later this year.”

MGA’s Miniverse launched with two food themed collections - Make it Mini Food Café Edition and Make it Mini Food Diner Edition. The brand brings highly detailed, fully functional everyday items into mini form, allowing fans to prep, set and collect their creations.

At a sub £10 price point, the pricing is representative of MGA’s ongoing mission to provide smaller and more affordable toys amidst inflation.

Mattel and Hasbro enter licensing agreements on key brands

Hasbro will create Barbie branded Monopoly games, launching in autumn, while Mattel will produce Transformers branded Uno games, for release later this year, along with Transformers branded Hot Wheels vehicles, set to debut in early 2024.

Hasbro and Mattel are launching this collaboration against the backdrop of two major theatrical releases this summer, with Hasbro’s Transformers: Rise of the Beasts from Paramount this month and Mattel’s Barbie from Warner Bros. on 21st July.

“We are excited to pair some of the most popular brands together for the first time,” said Nick Karamanos, senior vice president of Entertainment Partnerships at Mattel. “This collaboration features world-class IP, celebrates the timeless appeal of these brands and creates unique play opportunities for fans.”

Casey Collins, president of Global Licensed Consumer Products & Business Development, said: “With the major theatrical releases of the Transformers and Barbie movies in summer 2023, we’re excited to bring brand-new play experiences to fans, families and movie and toy lovers all around the world. Working with iconic brands in pop culture truly showcases our strategy in action, as we continue to expand our product experiences for audiences everywhere.”

According to Circana, Barbie, Hot Wheels, Uno and Monopoly are the top-selling brands globally in their respective categories of dolls, vehicles and board games.

Canal Toys appoints Neil Bandtock as executive director

Headquartered in France, and with offices in the UK, US, Spain and Germany, Canal has just celebrated four years of consecutive growth since its initial launch into the UK and Ireland in 2018. Last year’s revenues grew +34% from the previous year while the overall market experienced -3% market decline (Source Circana).

Neil was brought into the company due to his calibre, with market-leading growth as Canal’s ambition. His responsibilities in this newly created role will be to strengthen and maintain retailer relationships in the UK and Ireland. He will also manage all commercial and operational aspects in the business and work with the CEO on all key strategic matters to execute a five-year growth plan, which will also include third party distribution products.

CEO Anthony Grimaud said: “We are really proud and excited to have been able to secure such an industry talent. Neil’s reputation in the industry is second to none – this combined with his 35 years industry business acumen should be a game changer for Canal to be able to operate at our very best in the UK and Ireland.”

Neil, whose previous roles include MD at Vivid, Epoch and MGA, commented: “This is a very exciting time to be joining Canal Toys. Our in-house ranges are expanding as well as new distribution partnerships. I am really looking forward to working with Anthony, Patrick and the team to help continue the growth of the UK and Ireland business.”

Canal Toys brands include, Airbrush Plush, Studio Creator, So Slime, So Bomb DIY, Photo Creator, Style 4 Ever and Art Lab.

Neil Leah awarded Golden Teddy at Toymaster Awards Night

The evening of Wednesday 17th May saw a raft of awards handed out to deserving Toymaster suppliers, ahead of the third and final day of the successful Toymaster May Show. Neil Leah, head of Sales at KAP Toys, was also presented with a coveted Golden Teddy award.

Erica Heythornthwaite, national account manager at Orchard Toys, was there to accept a Friends of Toymaster Award. Erica celebrated her 25th anniversary with Orchard in July last year. Kingsley Matthews, UK sales director at Tomy, also took home a Friends of Toymaster award.

Supplier of the Year went to Kandy Toys, with MD Gary Beswick present to collect the award on behalf of the company.

Neil Leah was presented – much to his surprise – with a coveted Golden Teddy award. Neil was accompanied to the awards do by his wife, Christine, as well as his friend and business partner Nat Southworth, MD of KAP Toys, and Nat’s wife, Zoe.

Nat, who provided a lengthy letter in support of the award nomination, told Toy World: “Neil is a very deserving recipient of this award, and I wish I’d videoed his face when he realised it was for him.”

Among many other reasons, Nat highlighted Neil’s long career in toys, spanning more than 40 years with the likes of Hasbro, Playmobil, Paul Lamond Games, Tomy, Kids Biz (which became Jakks Pacific) and Vivid Imaginations (now Vivid Goliath) – which is where he met Nat. Nat then bought KAP Toys in 2017 and brought Neil in to help grow the business with him.

Nat said: “Neil is without doubt one of the nicest gentlemen you will ever meet and he makes what he does seem easy. He is a true professional. KAP Toys is not alone in facing headwinds in the last five years, along with many other businesses, and Neil has pulled more than one rabbit out of the hat along the way, keeping us going or recharging our spirits when we may have thought all was lost.

He is so deserving of the Golden Teddy because he puts others ahead of himself in everything. He is the first to say it is a team effort, but he has helped build companies across our industry, year after year, and is well known across the trade. To still be well liked by all sides of the trade is a hell of an achievement after 40 years, so it was such it was an easy decision to present this award to him – thank you Neil for everything you have done for the toy industry.”

Barbie’s ready for summer with new Dream Boat and Beach Day dolls

The Dream Boat playset is decked out with premium details including a pool, slide and two different transformations; Barbie can climb to the top deck to steer the boat and relax in the sun, then slide down into the pool. With a removable top deck for easy play access and six play areas including a bathroom, sun deck, pool and slide, bedroom, kitchen and living room, it is the perfect vehicle for kids to play out beach adventures.

The boat comes with more than 20 pieces including water-themed accessories like fins and a snorkel, as well as extras like an underwater camera, food, drinks and even a boombox. A puppy and dolphin animal friends are also included to accompany Barbie on her high-sea adventures.

Mood Bears introduces new talking bears

Dragons’ Den-backed business Mood Bears is continuing its mission to provide valuable mental health support by launching new talking bears. Jo Proud, who owns Mood Bears, became the first Dragons’ Den contestant to accept the backing of all five of the current line-up of Dragons - Deborah Meaden, Peter Jones, Sara Davies, Steven Bartlett and Touker Suleyman.

Jo has created a collection of colourful teddy bears, each representing a different mood, in line with the moods and emotions experienced by everyone. All bears also come with an uplifting message and poem designed to help their owner cope with, and talk about, different emotional moments in life. The new Mood Bears’ talking bears - Hope Bear, Happy Bear and Calm Bear - go a step further by reciting their supportive poem to their owner.

The first Mood Bear was created at a time in Jo’s life, when she struggled with her own mental health after going through a very difficult time. Since then, the bears have brought hope and happiness to thousands of people around the UK, and hundreds of bears have been donated to children’s hospitals, care homes and community groups. Now, with the Dragons’ investment, Jo plans to expand the business and help bring a mental health boost to even more people around the world.

The new talking bears are made from recycled materials and are 100% recyclable. They’re suitable for ages three and over.

“Our new talking bears are a lovely extension to what we already offer, and we know they’ll help and support people with their mental health in the same way that all of our bears do,” said Jo. Mood Bears also offers the chance to sponsor a bear for local hospitals, with each donation helping a child or adult having treatment to take a Mood Bear with them on their journey, to comfort and support them. Visit www.moodbears.co.uk for more information.

As well as the Barbie Dream Boat, the complementary Barbie

What went on at KidsCon23

The annual conference, which took place on Thursday, 4th May, in the heart of the West End at Vue Leicester Square, is in its 5th year and was created to educate, entertain and inspire marketing professionals from across the kids industry. The day was kicked off by managing director Lisa Morgan, but not quite as we know her, as her AI persona took to the big screen to set the scene for the day.

This year’s agenda was aptly named ‘Mind the Gap’. As the pace of change within the kids’ marketplace is so rapidly evolving, speakers delved into the challenges and gaps in terms of mass coverage, standardising measurement, creating impact and ensuring effectiveness. The question evaluated was: How do we make every moment count when reaching our audience?

The day was filled with a variety of inspiring and thought-provoking presentations from industry experts and panellists, including Bobi Carley, head of Media and Diversity at ISBA, Kelly Williams, managing director of Commercial for ITV, Johnny Carr from Vue International, Lee Veitch, global head of Sales at Super Awesome, Charlie Bolton, agency director at MiQ and Generation Media’s very own leadership team. Even during the break, the entertainment and education continued with a Star Wars themed gaming experience in the lobby.

The conference was concluded by the agency’s CEO, Dean Weller, hosting an expert panel discussion, exploring industry hot topics, from the commercialisation of Netflix to the future of cross-channel measurement and everything in-between.

Lisa commented: “I would like to extend a big thank you to all those that attended and contributed to making KidsCon23 such a great success. We had our largest turnout to date and are very pleased to announce we raised £3,800 in ticket sales which Generation Media will match to total a £7,600 donation to the BTHA’s Toy Trust for the May Mayhem initiative.”

Clementoni UK partners with MTD

Group Logistics

Clementoni UK is further expanding its UK operations by opening a new UK logistics hub next month. The company is partnering with the MTD Group based in Romford and the new facility will initially be focused on supporting and driving the independent retail business.

Paul Fogarty, UK Country manager, commented: “At Clementoni, we are committed to developing the UK business and it was always a big omission for me, since joining last year, that we didn’t have a logistics set up to support and grow our business with the independent sector. I’m delighted to be partnering with John Strong and the MTD Group on this initiative. The MTD Group shares Clementoni’s family approach to business and I’m confident that we have found a superb partner.”

Clementoni is experiencing significant growth in the UK and has exciting product development planned for 2023 and beyond.

“This new facility will give us a great opportunity to leverage our proven top sellers ranges and lines and broaden our base in the UK market,” added Paul. “Clementoni is No.1 in Science across Europe and the No.2 in adults and kids puzzles (according to Circana) and we can’t wait to showcase these brands at the upcoming Toymaster show.”

Wow! Stuff deal with Flybar for Hypr takes off

Wow! Stuff has struck a deal with Flybar Inc. for North American distribution of its Hypr brand air-powered rockets. ‘Higher, faster, further, better’ is the Hypr promise and Wow! Stuff’s unique, multi-patented take on the classic toy rocket features a Turbo mode, to ensure it always outperforms comparable outdoor rockets.

Hypr Rockets, the first in a series of Hypr branded outdoor toys, are kid-safe, soft-tipped rockets. First in the collection is the Hypr Rocket 500, which launched in the UK in March and flies up to an incredible 500 feet high –making it the fastest, farthest flying toy rocket in its category. Like all Hypr Rockets, it is launched by stomping on the included air pad and features a patented switch system so the user can choose Backyard mode or Turbo mode for the park or wide, open spaces. There’s also a Rocket Expansion Platform so players can connect their rockets for mass, multi-player flight and height competitions.

The Hypr 500 will be available in the US through Flybar from the summer, and the next release for the brand: Duelling Hypr, will be ready for take-off both in the UK and internationally in early 2024.

As one of the oldest toy companies in the US, Flybar is proud to uphold the innovative spirit and values started over a century ago. Since George Hansburg invented the pogo stick in 1918, Flybar has continued to innovate and develop world class products engineered for family fun. One hundred years later, it has ventured into new categories of play.

“We love working with exciting and ambitious toy companies that strive to give their customers better features and better value,” commented Richard North, president, Wow! Stuff. “Saul and the Flybar team are detailed operators that are winning in outdoor toys. They are the ideal partner for the Hypr Rockets range.”

Saul Wolhendler, CEO of Flybar, said: “We’ve really enjoyed working with the Wow! Stuff team to ensure our North American customer base gets access to what is without a doubt the finest air-powered toy rocket in its class. The innovation that Wow! Stuff brings to the category is significant, the quality of the product is superb and the pricing is mass market.”

US TOTY Awards to debut six new categories for 2023

The 24th edition of The Toy Foundation’s Toy of the Year (TOTY) Awards, taking place on 29th September at Cipriani 42nd Street in New York City, will feature six new people- and campaign-based award categories for the first time.

In addition to submitting their top products and properties across 17 categories of play, toy companies will have the opportunity to submit the achievements of an exceptional team member or outcomes of an initiative, with four new categories focused on people and two new categories focused on campaigns. The new categories are as follows:

Campaign-Focused Categories:

• Marketing Campaign of the Year

• Corporate Social Responsibility Campaign of the Year

People-Focused Categories:

• Champion of Sustainability

• Champion of Diversity & Inclusion

• Packaging Designer of the Year

• PR/Marketer of the Year –

Adrienne Appell, executive vice president of Marketing Communications at The Toy Association, commented: “The six new TOTY categories add extra elements of excitement and anticipation for the prestigious event, demonstrating a commitment to recognising the exceptional individuals and initiatives that play a vital role in driving growth and innovation.” Nominations for the 2023 awards are now open, giving toy companies, inventors and other industry representatives an opportunity to call themselves the ‘best of the best’.

The TOTY Awards celebrates the creativity and philanthropy of the toy community and are The Toy Foundation’s premier fundraising event for which all proceeds, including nomination fees, support the Foundation’s impactful work to deliver the benefits of play to children in need. The TOTY event on Friday 29th September will kick off the global toy industry’s much-anticipated week at New York Toy Fair (Saturday 30th September to Tuesday 3rd October at the Javits Center).

To reserve tickets or discuss sponsorship opportunities, contact jfistolera@toyfoundation.org. For award nomination inquiries, contact toty@toyfoundation.org.

Registration now live for Connect @ Autumn Fair

This August will see the launch of Connect @ Autumn Fair, the new meetings programme designed to transform the buying experience and offer a host of preshow benefits for buyers to connect with hundreds of leading brands including RMS International, Ty UK and Keel Toys.

Offering a new way to shop the show, Connect @ Autumn Fair will help buyers find the right brands their customers will love and help Autumn Fair exhibitors to create leads, orders and opportunities in an efficient way, by fuelling thousands of pre-arranged meetings before the show even opens.

Buyers will have access to detailed information on all exhibitors before the show opens with the ability to search and filter them by criteria that is most important to their business. The new programme is completely free for buyers to use and there is no minimum meeting requirement.

Sarah Ward, CEO of the Giftware Association, said: “Exhibitors will be able to find and meet more interested buyers more easily, creating more opportunities and ultimately doing more business. Being able to fully promote their product ranges, price points and delivery times before the event in the Connect @ Autumn Fair platform and pre-schedule meetings with buyers they want to meet is a step change in helping exhibitors and buyers get the most out of Autumn Fair.”

Connect @ Autumn Fair also offers huge benefits to all exhibiting brands. Exhibitors will be able to view the profiles of buyers prior to the show and see the types of products they are searching for at Autumn Fair including company information such as how many stores they own or which country or county they are based in. Exhibitors can select which buyers they want to meet based on criteria that’s important to their business and book meetings before the show.

Nicola Meadows, divisional managing director for Hyve Group, said: “The most common questions and feedback we get from our exhibitors before they exhibit, at the show and once they leave the show are: ‘What buyers are coming?’, ‘Who attended and from what companies?’, and ‘What were they there to buy?’. For the first time in history, we are giving Autumn Fair exhibitors access, pre-show, to buyers’ profiles so they can see for themselves.”

To register for Autumn Fair, visit www.autumnfair.com

Mattel’s Barney’s World to air on Cartoonito

Warner Bros. Discovery has announced it has picked up the new CG-animated series, Barney’s World. The series, announced earlier this year as part of Mattel’s Barney franchise relaunch, will revamp the iconic character for modern audiences. Co-produced by Mattel Television and Corus Entertainment’s Nelvana, Barney’s World will debut globally in 2024.

With all the heart and comfort of the original iconic dinosaur, Barney’s World is modernised with dynamic characters and music-filled storylines that highlight themes of love, community and encouragement. Set in a local playground, Barney is joined by dinos Billy and Baby Bop and their three kid best friends, who all have silly and imaginative adventures together, helping kids explore pre-school emotions and showing them how to love themselves and others.

Barney’s World perfectly exemplifies our ‘best in animation’ approach,” said Michael Ouweleen, president, Adult Swim, Cartoon Network, Discovery Family and Boomerang. “It strikes the right nostalgia chord for today’s parents and introduces this iconic dinosaur to a new generation of pre-schoolers.”

Fred Soulie, senior vice president and general manager, Mattel Television, commented: “Having grown up watching the original series, many of today’s parents have fond memories of laughing, singing and learning with Barney and his friends. We are proud to partner with Warner Bros. Discovery to reimagine this famed brand and bring a fresh and modern version of Barney to a global audience of families.”

Barney’s World will be executive produced by Fred Soulie and Christopher Keenan for Mattel Television and by Colin

Bohm, Doug Murphy and Pam Westman for Nelvana.

The Bury-based global toy supplier celebrated its silver anniversary last year by increasing its sales revenue by 25%. Sambro is confident it will achieve similar growth in 2023, thanks to a strong future order book.

Sambro holds key partnerships with some of the world’s top brands, including its four principal licensors, Disney, Paramount, Hasbro and Mattel.

Thanks to a focus on evergreen properties and licence security, Sambro has secured new long-term partnerships and continues to assess incremental licensing opportunities to ensure a strong licence pipeline.

The company has invested heavily in its people to support its ambitious targets, growing the team from 96 to 106 in the last 12 months.

It is this people-led approach which the Manchester Business of the Year judges commended, especially Sambro’s approach to equal opportunity recruiting and investment in leadership development programmes, as well as achieving a median pay gap of -5.77%, well ahead of the national 7.9% average.

Other stand-out commitments include the company's approach to sustainability, with the business appointing a dedicated ESG manager to help it achieve 16 of the 17 ESG targets it has set itself. This includes becoming one of the first toy companies of its size to calculate its carbon footprint and using 2019 as a base, seeing an overall reduction in emissions.

Paul Blackaby, CEO of Sambro International, said: “We couldn’t be more delighted. To receive this accolade in the great city of Manchester is indeed an honour to be very proud of.

It is a result of the contributions, talent and commitments of all 110 members of the Sambro team, of whom I am immensely proud. We’ve achieved a lot over the last 12 months, but we have huge momentum and there’s so much more to come as we seek to achieve the objective of doubling the size of our business within the next three years.”

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

Rebecca Deeming

Last month the toy industry supported the Toy Trust by taking part in this year’s main Toy Trust fundraiser, May Mayhem. Industry professionals got together with their colleagues as well as undertaking solo challenges, to participate in a variety of activities to raise money for this year’s main beneficiary, Whizz-Kidz. From a five million step count challenge and cycling challenges to bake sales and company auctions, there has been a great mix of ways in which people have been taking part. The final total raised is still to be confirmed, but the amount raised by mid-May had already surpassed £10,000.

If you were unable to participate in May Mayhem then it’s not too late, anything you or your company could do to raise money for the Toy Trust throughout the rest of 2023 would still be extremely appreciated. For more information visit www.toytrust.co.uk or contact Matt@btha.co.uk.

The BTHA will be welcoming industry colleagues back

under one roof for the annual Toy Industry Day later this month. Taking place on Wednesday, June 28th at Great Fosters in Surrey, attendees will hear from Amanda Myatt of KPMG, who will be providing a retail trends update, as well as polar explorer Ann Daniels. There will also be plenty of networking opportunities available and a buffet lunch. If you would like to attend, please email me at Rebecca@btha. co.uk.

Elsewhere, the BTHA’s toy safety team will be representing the toy industry at the annual Trading Standards conference taking place in Birmingham between the 20th-22nd June. The team will be presenting two seminars, regarding toy safety in online market places, to trading standards officers.

To learn more about BTHA membership, please contact Tracey@btha.co.uk.

BlogOn Kids is back for October half term

Following the success of the inaugural BlogOn Kids event in summer 2022, the organisers have announced that it will be returning to the Coppid Beech Hotel in Bracknell, on Saturday 21st October.

Moving to the start of the autumn half term holiday, the new weekend date for BlogOn Kids is perfect timing for brands wishing to reach a family influencer audience in the run up to Christmas. With a variety of brand spaces available throughout the hotel, BlogOn offers toy suppliers and PR companies the opportunity to meet and greet creators, see reactions to new toys first hand and to work closely with influencers on dynamic content creation.

The October event will also host the 7th BlogOn Toy Awards, but this time with a difference, as the toys and games will be play tested and judged by the children attending on the day.

“We are very excited to be hosting our second BlogOn Kids and opening the doors of the Coppid Beech Hotel to the influencer community once again," commented Laura Seaton, managing director of BlogOn. Entry to the Toy Awards will open in the summer, with more details to be released soon. "We’ve been keen for the children to become the judges for some time now, and we can’t wait to see what they vote as the top toys for Christmas,” Laura added.

BlogOn is also proud to support The Toy Trust and donated over £1300 to the charity in 2022 following fundraising at its events. The raffle is always a highlight of the day, and the team is grateful for any prize donations, as well as gifts for the goody bags.

Brands wishing to find out more about taking part in BlogOn Kids 2023 this October should get in touch with Laura Seaton at laura@blogonconference.com or call 07774 316834.

Marvin’s Magic fans’ performances do the trick

On the opening episode of the new series of Britain’s Got Talent, 13-yearold Cillian O’Connor, from County Meath in Ireland, wowed the judges with a confident performance, securing his place in the semi-finals with four ‘Yes’ votes from Simon, Aleshia, Amanda and Bruno.

Cillian is a huge Marvin’s Magic fan and won the 2021 Argos/Marvin’s Magic competition following the Xmas Magic TV campaign. In various subsequent TV and national press interviews recently, he has credited Marvin Berglas and Marvin’s Magic as big influences and key to getting him started.

Cillian is a current Junior Ambassador for Marvin’s Magic and has appeared at various Marvin’s Magic events alongside seasoned demonstrators within FAO Schwarz at Arnotts in Dublin. His Britain’s Got Talent performance has gone on to rack up 155m views on social media.

A few days after Cillian appeared on TV, 25-year-old John Duffett from Redbridge beat five other finalists to win the coveted Magic Circle Close Up Magician of the Year. John is a current member of the Marvin’s Magic demonstration team at Hamleys of Regent St and cites his ‘flight time’ demonstrating Marvin’s Magic and regularly interacting with the daily crowds as instrumental to his success.

Coincidentally, both Cillian and John grew up with autism and each said that magic was a positive channel for their talents and helped them to develop their social skills and confidence.

Tonies explores AI content generator in test

The company is conducting a test with an AI-based content generator which allows users to create stories in a playful way and listen to the audio file on the Toniebox in an instant. The company’s approach reflects both the need for caution and responsibility, as well as curiosity, about this new technology. Selected users will therefore be guided through a pre-set form to provide input for their stories and will also participate in a survey to share insights and reflections from this test.

Patric Faßbender, co-founder and co-CEO, commented: “With cautious excitement, we dip our toes in the AI water and explore the ways in which kids – along with their parents – can properly use AI to tap into their unlimited creativity and keen sense of storytelling. At Tonies, it has always been our mission to provide kids with access to technology in a responsible and child-friendly way.”

Tonies will launch its AI-based content generator in Mytonies, its digital user interface. Testing began in May with up to 1,000 users in the United Kingdom as one of Tonies’ core markets. Specially selected users have been granted access to the new feature that allows them to create their own stories together with their children. They generate stories or documentaries by providing input via drop-downs and text fields such as the names of the hero and companions, the theme of the story (e.g., friendship), its tone (e.g., magical, comical), and the age of the listener for appropriate vocabulary. The pre-set input mask supports customers and gives them guidance and ideas to invent exciting stories while also leaving enough room for their children’s creativity and imagination.

As output, the AI-based generator creates a script which users can record themselves or convert into an audio file based on text-to-speech technology – both can then be assigned to a Creative Tonie to enjoy the story right away on the Toniebox. As a responsible company serving children, Tonies has also implemented several restrictions and taken measures to mitigate risks for inappropriate words and infringement of trademark or licensing rights. Tonies is leveraging an interface to OpenAI (ChatGPT) to generate the script, together with an interface to ElevenLabs to transform the script into audio.

Industry Moves

HoloToyz expands team as Michelle Goodisson joins

HoloToyz has announced the appointment of Michelle Goodisson as its new Sales and Marketing executive. Michelle brings with her a wealth of experience in the toy industry, making her an invaluable asset to the company’s continued growth.

Having cultivated her expertise through her work on numerous wellknown brands, Michelle’s arrival at HoloToyz marks an exciting milestone for the company. With a strong passion for delivering exceptional customer experiences and an unparalleled creative vision, Michelle will play a pivotal role in elevating HoloToyz’s sales and marketing endeavours to new heights. The company says her deep understanding of consumer needs and ability to translate them into compelling campaigns and strategies will undoubtedly contribute to its continued success.

Creative Kids introduces new UK sales director

Creative Kids Group has announced the appointment of Robyn Relph as sales director for the United Kingdom and Ireland. With more than six years’ sales experience in the toy industry, Robyn brings a targeted focus to sales with an organized and methodological approach.

“Creative Kids is very lucky to have Robyn join the team,” commented UK managing director, Grant Gie. “Not only is her experience on par with what we’re looking for and hope to accomplish for the company, her headstrong personality and ambition to meet benchmarks is a welcome breath of fresh air to our CK family.”

Prior to joining Creative Kids, Robyn worked as senior National Account manager for Tonies. “The move to join Creative Kids is an exciting next step in my career,” said Robyn. “I’m looking forward to being a part of the immense growth Creative Kids is experiencing and am excited to grow the already passionate team with the help of Grant. The company's product quality speaks for itself, and I’m looking forward to introducing the range to many more retail partners within the UK & Ireland.”

As sales director, Robyn will be responsible for continuing the development and expansion of UK retail business for all Creative Kids lines including Sense & Grow, Science to the Max, and Zzand as well as a selection of licensed properties such as PlayDoh Air Clay and Little Tikes.

For more information on current and upcoming product releases, visit www. creativekids.com. For UK sales inquiries, contact Grant Gie at grant@creativekids.com or Robyn Relph at robyn@creativekids.com.

Kate Scott, CEO of HoloToyz, commented: “We are very excited to welcome Michelle to HoloToyz. Her extensive background in the toy industry and remarkable track record make her the perfect fit for our company as we continue to expand our reach and achieve new milestones. With Michelle on board, we are confident that our momentum will be further accelerated as we HoloToyz, the award-winning innovator, is dedicated to revolutionising the toy industry by creating awe-inspiring holographic experiences that captivate and engage children and adults alike, whilst bridging the gap between physical and kidSafe digital play. With a strong commitment to innovation, the company is poised to redefine playtime and set new industry

VTech welcomes new National Account managers

Following a restructure to the UK sales team, VTech Electronics has appointed two new National Account managers: Jamie Tank and Mike Williams. Reporting to National Account controller Rebecca Whitlock, Jamie Tank joins from Schleich and Mike Williams joins from LG Electronics. Speaking of the appointments, Rebecca Whitlock commented: “We are delighted to welcome both Jamie and Michael to the team. Their wealth of knowledge and experience, gained with well-known brands, will ensure they will excel in their new positions and will help drive VTech forward as a market leader in electronic learning toys.”

Character Options swells sales team

the ranks and has become an influential member within the sales team.

David Bramford, Sales director, commented:

“I am really pleased for Leanne. She has worked tirelessly to build strong relationships both internally and with retailers. She is a popular member of the team and her dedication to the job has paid off.”

Character has also welcomed Phil Mather as Key Account manager. Having worked for several years within the toy industry, Phil brings a wealth of toy experience to his new role.

Speaking of Phil’s appointment, David added: “It’s great to have Phil on board. His professionalism and enthusiasm make him a perfect fit for us. We look forward to seeing him progress and make the role his own.”

David described the current Character sales team as “stronger than ever” and highlighted a raft of high-profile launches coming up for the company. This includes TMNT, Piñata Smashlings, Fingerlings, Minted Dog-E and Simbrix among others.

“We’re in such an exciting position heading into autumn/winter,” he added. “I can’t wait to see everyone get behind the full brand portfolio to see what we can achieve.”

Jamie Tank

Mike Williams

Lauren Wade to head up Field Sales at MGA and

Zapf

MGA Entertainment and Zapf Creation have announced the appointment of Lauren Wade as head of Field Sales.

With over ten years’ sales experience, working with globally recognised brands, Lauren joins the team from Sambro, where she held the role of senior national Sales manager. Prior to this, she built her career at the Movado Group, heading up commercial sales across a wide portfolio of brands.

With the remit of broadening the distribution across independent and key account channels, Lauren will be overseeing the field sales team and managing some of the key and distributor accounts. The new role will see her working across a number of leading brands, including L.O.L. Surprise!, Rainbow High, Little Tikes, MGA’s Miniverse, Baby Annabell and Baby born.

Lauren said: “I’m looking forward to working on a wide portfolio of incredible brands, whilst adding even more value, passion and energy to an already highly successful sales team in the UK and Ireland.”

Commenting on the appointment, Sara Taylor, managing director for UK & Ireland, stated: “We’re delighted to have Lauren on board in such a crucial role. She brings with her a wealth of experience, and her passion for the role and the industry is clear. With incredible growth on our leading brands and several new launches, 2023 is already proving to be an exciting and successful year at MGA, and Lauren’s addition to the sales team will only heighten that.”

Forbidden Planet International announces Andrew Staff as new MD

Andrew has extensive experience in the retail sector, having previously served as CEO of Notcutts Garden Centres, COO of the EMEA region for Funko and more recently MD of Builders Merchants UP

Kenny Penman, a founding director at Forbidden Planet International, said: “We are delighted to welcome Andrew as the new managing director of Forbidden Planet International. Andrew brings a wealth of experience and expertise to the role, and we are confident that he will be a great asset to our team. We look forward to working with him to continue growing the Forbidden Planet brand.”

Andrew said: “I am thrilled to be joining Forbidden Planet International, a fantastic brand with a loyal customer base and a rich history in the retail sector. I am excited about the opportunity to lead the company through its next phase of growth and development, and I look forward to working with the team to deliver an exceptional experience to our customers.”

The company has been providing customers with the latest in science fiction, fantasy and cult entertainment merchandise for over 40 years and has 16 retail stores across the UK as well as shops in

Darryl Lai takes the helm at Toikido USA

Toikido has announced the appointment of industry veteran Darryl Lai as new MD for the Americas. This strategic move establishes Toikido USA, with Darryl reporting to Will Ochoa, the company’s chief commercial officer.

Founded in 2020, London-based Toikido has experienced rapid success since its inception, already selling nearly 20m products, across 75 countries in more than 100,000 stores.

In preparation for the rollout of the hotly-anticipated Piñata Smashlings, its first of many in-house IPs, Toikido has secured a range of licensing and marketing partnerships to fortify its position within key markets ahead of the official launch of the brand’s licensing programme this July.

A respected business leader with an illustrious career in global licensing and operations, Darryl Lai previously served as senior vice president (Americas) at Maxx Marketing, where he led global development and the retail product division for toys & collectibles. During his tenure at the company, he led high- performing teams across various continents and worked with the biggest brands and companies in entertainment, including The Walt Disney Company, Netflix, Marvel, Paramount, Warner Bros and Crunchy Roll.

“I’m delighted to be joining Toikido,” said Darryl. “The company has a reputation for excellence and is comprised of an elite team of passionate and driven professionals who share my love for toys and gamifying everything, and most importantly, pushing creative boundaries. I look forward to working closely with my UK colleagues to exceed the expectations of our clients and fulfil Toikido’s clear growth potential.”

“We are delighted to establish Toikido USA and bring Darryl into the rapidly-growing Toikido business,” said Will Ochoa. “Darryl brings a wealth of experience, having spearheaded the launch of YuMe toys in the market for many years. He also provides a vital direct presence for us in North America, as we support Retail Monster and PMI to launch our Piñata Smashlings IP, and set the stage for the launch of multiple other new Toikido IP, to be announced soon.”

Darryl is expected to be the first of many senior-level global hires who will play a fundamental role in establishing Toikido as a worldwide entertainment and merchandising empire.

Marketing World

Board Game Club celebrates return with high turnout

After a Covid-induced break, the club returned with a revamped look and an expanded team. The crowd of more almost 60 people included plenty of former regulars as well as a healthy number of tabletop fans experiencing the adult games night for the first time.

Lesley Singleton, of Playtime PR, said: “It was great to see so many familiar faces after such a long break from hosting these events, as well as lots of new people from both within and outside the industry, all eager to play, chat and explore new games together.”

Hits of the night included Funko’s Rear Window game, as well as the company’s recently reimagined Cranium, which marks the game’s 25th anniversary. Guests also discovered the two-player Zensu from Cheatwell Games – a beautiful and interesting twist on games like chess and draughts – which proved a popular play with couples on the night.

KAP Toys kicks off Marvel Mission Arena TCG sampling activity

Since the end of April, consumers have been able to get their hands on an introductory pack of three cards for the Marvel Mission Arena trading card game (TCG) developed by Cicaboom, through purchasing a copy of Toxic magazine.

The sampling activity has taken place across the UK and coincided with the launch of the blockbuster movie, Marvel’s Guardians of the Galaxy vol.3.

Packs cover mounted on Toxic magazine were available in retailers such as Co-op, Tesco, Lidl, Sainsbury’s, Morrisons and Asda. A more specialist news distribution saw the cards reach into WH Smith, Spar and a number of independent stores throughout the UK.

The range was launched at Toy Fair this January by KAP Toys and combines the appeal of the most globally loved superhero brand with deep, multi-faceted play suitable for players over the age of six years. Appealing to Marvel fans and TCG fans alike, each card is simultaneously a collector’s item and a game tool. With 219 cards to collect, all featuring curated illustrations of the heroes and villains of the Marvel Universe, the cards are must-have items as well as central to the gameplay.

The retail range comprises booster packs with an SRP of £4.99 and starter decks at SRP £19.99. Stock is available to order now from KAP Toys warehouse in Yorkshire.

KAP Toys managing director, Nathaniel Southworth, said: “As a company, we were delighted to see our product on the front cover and to have it in all those amazing retail locations. We know that this range from Cicaboom is exceptionally high quality and will be appreciated by fans of all ages. Thank you to the Storyhouse Egmont team for being so easy to work with.”

Funrise launches Crushie Fluffies with influencer

Gabi Faye

Presenter/DJ-turned-games-designer Matt Edmondson, of Format Games, brought along his ever-growing portfolio of games, while a team from Bubblegum Stuff enjoyed its first trip to Board Game Club, which included titles from its own shelves such as Chunky Monkey Business.

Board Game Club takes place on the first Tuesday of every month at Century Club, Shaftesbury Avenue, London. Tickets are free and bookings can be made on www.eventbrite.co.uk, and there is also a Board Game Club mailing list to keep informed.

Board Game Club aims to bring together industry bods, influencers and enthusiasts through a love of tabletop gaming. The nights feature a mix of fun-to-play, sociable card, party and dice games and have been used as testing grounds and launchpads for an array of titles since 2014.

Crushie Fluffies is a one-ofa-kind plush toy that combines everything kids love about soft and cuddly toys, with a unique and interactive sensory-driven element, packaged in a unique Ice lolly concept. Transforming from crunchy to cuddly, Funrise describes Crushie Fluffies as the ultimate unboxing experience. There are 12 different characters to collect, plus an ultra-rare collectible character.

“Kids are going to love collecting Crushie Fluffies when they launch this July,” said Mayur Pattni, Funrise marketing manager Europe. “Our product and marketing teams have done a great job in combining a collectible plush unboxing concept with an ice cream theme that is sure to stand out on shelves.

“The reception and reaction to Crushie Fluffies has been amazing, and there is a genuine buzz about the brand with our retail partners,” added Mayur. “The launch will be supported by a robust TV campaign in July, followed by a large investment into YouTube digital airtime to drive awareness and support sell-through at retail. The really exciting part of our campaign is partnering with Gabi Faye (@gabifaye on TikTok) on the brand.”

Gabi Faye is a social media influencer who boasts 11.5m followers on TikTok and has worked with other leading toy brands on promotional videos that have racked up 1m to 30m views each.

“We are really excited to be working with Gabi Faye to promote the Crushie Fluffies launch. You can see from her TikTok and Instagram reels that the brands and products she has worked with have gone on to be popular toy lines that kids can’t wait to get their hands on,” continued Mayur. “We believe working with Gabi will really help upweight our launch and help make Crushie Fluffies a must have plushie.”

The Crushie Fluffies range launches in July and comes in ready-to-go ice cream van CDU solutions for retailers.

Measuring the unmeasurable

WWe now have more marketing datapoints than at any other time in history. In a 2022 study by LOCALiQ for example, it is estimated that every single minute, users viewed:

• 3.67m YouTube videos.

• 167m TikTok videos

• 4 4m Facebook live streams.

And this is only a selection from some of the core channels and metrics important to toy brands. So, what does this mean from a marketing perspective? Measurement has been upgraded across all media channels, thanks to advances in technology, and targeting opportunities are becoming increasingly sophisticated. We can now determine engaged users for retargeting based on the precise second they watched a creative on social media, or even identify users based on interest and location to target with digital Out of Home ads.

As we discussed extensively at our recent KidsCon 23 event, this abundance of data creates a whole host of challenges when it comes to media planning and buying. As ISBA’s Bobi Carley explained, chief amongst these challenges, for brands in all sectors, is measurement. It is very rare that two media channels measure things in the same way; Facebook will count a video view if a user has watched three seconds of a video, while TikTok on the other hand counts a view from the very first second. The fact that the majority of media channels also operate within their own ‘walled gardens’ means that de-duplicating reach (eliminating duplicate copies of repeating data) accurately remains statistically impossible. All of these challenges are compounded further when attempting to measure kids online, due to COPPA and GDPR-K compliancy. This is why we invest heavily in unique research from Giraffe Insights, allowing us to identify kids’ online media behaviours without the use of personally identifiable information in order to inform media channel selection.

The complexities involved in data management, and the fact that multiple channels need to be used and connected in modern media planning, means that identifying sales effectiveness can be tricky, to say the least. Of course, we can place UTMs on digital activity,

but often data is not passed back from retailers once a user arrives on site. This means we can often be left relying on traditional EPOS analysis, which would require extensive and expensive A/B testing to identify the effectiveness of each media channel (or we could opt for the equally expensive route of econometrics).

This is why we are sending out a call to arms to the toy market. In partnership with Giraffe Insights, we are proposing a first of its kind study to help us understand even better which levers to pull when building media strategies. This will be done by:

• Collating sales data from stakeholder brands, then -

• Mapping this against all media data points from stakeholder campaign activity, then -

• Verifying this data against respondent level data from children assessing key metrics such as brand awareness, purchase intent, sentiment and ownership (with each stakeholder also having the opportunity to include questions unique to their brand).

All sales and campaign data will be anonymized and placed into a data pool, giving us a rich source to identify the impact of each media channel on sales. Stakeholder brands would therefore not only receive an evaluation of the variables unique to their brand, but also that of the anonymised pool in order to identify benchmarks and learnings for future campaigns.

This would be the first of an annual study, which ordinarily of this scale would cost in the region of what many brands might spend on a campaign. However, we appreciate this will not work for the industry and it will leave questions unanswered. Therefore, by making this a cross-industry study, we are able to reduce the cost for individual stakeholders, with brands able to be included in the study with an investment starting from £5k.

In uncertain economic times, research can often be overlooked as an essential cost. In the fragmented media landscape of today, it is more important than ever before. Therefore if you would like more details of how to be involved in this unique study, or if you would like any of the supporting material from KidsCon 23, please get in touch with either maxine.fox@giraffeinsights.co.uk or jonathan.chambers@generationmedia.co.uk.

This month, Jonathan looks at why, even in times of economic uncertainty, the cost of research should not be dismissed as today’s fragmented media landscape makes it even more important than ever before.

Insight

Growing up fast

senior account manager, Toys UK, Circana

UK Toy Market sales were relatively flat, down -1% in YTD April 2023 vs. 22, and while this performance is stronger than many expected, everyone is looking at opportunities in a challenging market. Potentially, one of the reasons behind the modest decline is the ageing UK population; there were 312,000 less 0-11 years old kids living in the UK in 2022 versus 2019, and while kids aged 0-11 years old remain the main recipients for toys sales, more than a quarter of the UK Toy Market value sales were bought for recipients aged 12+ years old. This demographic is what we call “Kidults,” and it represents a growing opportunity for the toy industry.

The term Kidults includes anyone aged 12 or more who receives toys or games as a gift or buys them for themselves. They could be fans of pop culture, movie or manga; they could be a casual or core (board)gamer or a collector; they may have developed a love for puzzles or building sets, or simply rediscovered the pleasure of playing games with family during the pandemic. There are many different types of Kidults, and this means the toy industry can provide a range of different options for this market. It also provides an opportunity for properties, suppliers and retailers to explore new types of products to fill the gap from fewer children being born.

But what is the size of this opportunity? According to our latest report - Demystifying the Kidult Toy Market in Europe - the Kidult market was worth €4.6b in 2022 across the EU5 (UK, France, Germany, Italy and Spain), which is 28% of total Toys value sales. While toy sales to children have declined by €200m since 2019, Kidult sales have increased by €1b across EU5, with double digit growth in all EU5 countries and contributing 66% of the EU5 toy growth in the last four years.

The Kidult segment still has lots of potential for growth, in terms of both penetration and spend. Given that not all adults are currently purchasing toys, this provides an opportunity to encourage more adults into the category. In

Kids vs. Kidult Development in EU5

Kids vs. Kidult Development in EU5

addition, the average spend per head for Kidults is €15 per year for EU5, which is almost 20 times less what is spent on kids 0-11 years old annually. In the UK, the spend is already closer to €20 and if this were to increase to €22 per year, it would represent an extra €137m a year for the UK.

In terms of gender, male recipients over-index vs. female, but both are growing strongly and some of the best-selling toys so far this year have been actively targeting Kidult women with specifically marketed ranges such as The Lego Botanical Range, which performed especially well during the lead up to Mother’s Day.

While all Toys categories saw a proportion of sales purchased by, or for, Kidults, the largest category was Games & Puzzles, which accounted for more than a quarter of Kidult sales.

Brands and licences that appeal to both Kids and Kidult are maximizing their sales potential by targeting a larger customer base. Some of the biggest toy properties in the UK have a strong Kidult following, with Star Wars, Marvel Universe, DC Universe and Harry Potter all over-indexing on 12+ Years recipients.

Other properties also benefit from a wide age range appeal. While plush sales usually over-index on Kids, in the US, over 50% of sales of Squishmallows were generated by Kidults in 2022, thanks to the power of social media and influencers. As the brand is now partnering with licences, this has further widened its appeal to both young and older fans of top selling properties, who may not have bought a plush otherwise.

At the other end of the spectrum, traditionally “older” licences such as Spider-Man, are now targeting a younger, pre-school audience with new dedicated content, which may create even longer-term fans. Spidey and His Amazing Friends reached the top 20 licences in total toys in 2022 and was the No.4 gaining licence in EU5, with sales incremental to Spider-Man. Star Wars may replicate this success following the new Young Jedi Adventures content, which launched in May this year.

So, can we get more toys into more Kidult’s hands this year and continue to build up the fandom of future Kidults audience? If you need more insight, our Kidult report is available now to help you unlock and develop the Kidult potential for your brands and licences.

With Circana data revealing the high percentages of toys purchased by, or for, the over 12 age range, Emilie looks at some of the opportunities presented by the Kidult sector.

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.

Item Progression:

MGA Miniverse launched in March in the UK, and sales have multiplied tenfold between March and April 2023. It was the item which gained the most ranking within the top 150 bestselling products this month, jumping from No.1511 rank in March to No.119 in April as distribution expanded. It also contributes to Collectibles Toys - already growing +15% YTD April 2023 vs. 22 and accounting for 18% of UK Toy market. Other collectibles that continue to perform well are Zuru’s 5 Surprise Mini Brands, Pokémon Trading Cards and Lego Minifigures.

Fastest Growing Licences

The fastest growing licence is Star Wars, gaining +£3.5m sales compared to YTD April 2022. This growth was mainly driven by Building Sets, but new Action Figures and Plush items have also been incremental, targeting Star Wars fans young and old. May the 4th activities and promotions continue to boost the licence’s performance.

Several of the top gaining licences have also been driven by Building Sets: Minecraft, The Fast and the Furious, Toy Story/Lightyear, Pokémon and Aston Martin. Action Figures was key to boosting Toy Story/Lightyear and Pokémon sales too.

Gabby’s Dollhouse and Bluey both continue to expand, adding more licensees and entering more toy segments to offer a larger variety of items, whilst developing their core ranges of Pre-school Toys and Plush.

Top 10 Fastest Growing Licences -UK Toys

Top 10 Fastest Growing Licences -UK Toys

Trading Cards and Stickers are behind the growth of Football licences. With an average selling price below £5, these are key to driving impulse and collectibles and have a broad appeal to both Kids and Kidults. It should be a strong year for Trading Cards, with the new Pokémon series already driving growth and the highly anticipated Disney Lorcana launching later this year.

Finally, we should not forget the impact of movie releases on the Toy market. In the top 15 gaining licences, four are movie related: The Fast & The Furious, Super Mario Brothers, Avatar The Movie and Guardians of the Galaxy, which together generated more than £3.2m YTD April 2023, which is 10% of the total licence gain.

Educational Crafts

This new range of children’s arts and crafts products is suitable for ages 3-10 and feature colourful designs to appeal to both children and parents alike. PepPlay is a premium eco conscious brand, with many of the products designed to be reusable and recyclable. All of the products are non-toxic and conform to CE and ASTM standards.

By Bachmann

The multi award-winning classic construction range

For inspiration follow OriginalSticklebricks

Talking Shop Are you being served?

This

month, Toy World caught up with several AIS Playroom members who run successful toy spaces within department stores. Offering their customers a unique retail environment thanks to the independent nature of their businesses, they tell us what’s working well in their locations.

David Fynn - John Sanders, Ruislip

OOur company history goes right back to 1865, when John Sanders opened a shop in Ealing Broadway. This soon turned into a large department store. When looking to retire in 1925, John sold his business to the Rowse family, which already owned a department store in West Ealing. We are still a family business today: our chairman, Richard Rowse, is a direct descendent of the brothers who bought the business all those years ago. The current Ruislip department store originally opened in 1932, then was acquired in 1985. In those days it was a traditional drapery store specialising in furniture, bedding, haberdashery and fabrics.

We needed to change the direction of the shop and decided to open a toy department. In hindsight, with Argos and Woolworths already on the high street at the time, this was quite a risk, but within six months we knew we had a success on our hands. At 2,000 sq. ft., Toys is now the largest department within our 9,000 sq. ft. store. We are aware that many similarly sized suburban independent department stores have found it difficult to survive, but we are lucky to have a vibrant local high street and have built a loyal customer base.

Last year was a bumper year for toys in the shop, although this was tempered by a significant drop in online business due to the Royal Mail strikes. Happily, sales remain strong this year, even though we have noticed a slight drop in average spend. Toys is currently running at +13% up on 2022, although with increased costs, we probably need to be at least +10% up just to stand still.

The two most dominant trends for us over the past couple of years have been Pokémon and Plush, and it looks unlikely this will change any time soon. Pokémon Scarlet & Violet has launched well and sales of Squishmallows show no sign of tapering off. There’s a healthy collectibles market too and Character Options’ Aphmau stands out as a really strong brand. We have

particular, has got this sussed.

Our best performing pre-school licences are Paw Patrol and Bluey, while our nursery/baby area is strong thanks to traditional brands such as Lamaze (Tomy), Taf (Halilit) and Kaloo (Juratoys). We’re also starting to see sales of puzzles pick up again. As a department store, we have a high percentage of more mature customers, so the Gibsons range of traditional puzzles is perfect, and its ‘buy six, get one free’ loyalty scheme has proved a success.

Two of our biggest suppliers are Asmodee and Lego, although we have many smaller suppliers that are a pleasure to work with. Schleich and Depesche supply excellent in-store fixtures and are superbly efficient.

We joined AIS back in the 1960s, so we have had plenty of time to see how much group membership benefits us. The Cenpac finance system and the ability to access direct import product via the FOB programme

[Marshall, head of Toys & Children’s Gifts] and Aimee [Hill, toy selector] each possess a wealth of knowledge about the toy trade, both historical and current, and are just a click or a phone call away. Their support is invaluable.

We are feeling positive about the year ahead. We have recently coped with lockdowns and political inertia, so I’m sure we will be able to find a way to cope with the increased costs associated with inflation. As an independent department store, we have the flexibility to adapt to constant changes in the marketplace. For example, although we have stocked a large range of Funko for many years, the dominant trend recently has been Anime rather than Disney or Harry Potter. This brings a different type of customer into the shop and means that at the ripe old age of 64, I have to get my head around Jujutsu Kaisen and Hunter x Hunter – which, of course, is the way it should be.

Vincent Davies, Haverfordwest, Wales

running at +10% and the price increases we saw in 2022 from manufacturers, we needed to show an increase just to stand still.

We are seeing strong sales from our plush ranges and have also had a selection of arts & craft ranges performing well, including Eugy from Brainstorm and Hey Clay from Tomy. We have just taken delivery of the new Beauty Me stand from Depesche, from which I am expecting to see strong sales. Depesche has always been a very successful range for us, launching new products regularly to keep the collection fresh.

My top five suppliers are Lego, Depesche, Character Options, Playmobil and Schleich. We are lucky to have some very good company representatives who look after us in terms of stock and getting the very latest products, and we get quite a lot of help and support from most of them in terms of POS materials and display stands to help promote the products in store. Branded material and fixtures always work well and have an impact on sales, which just shows the importance of this kind of support. Our reps are also helpful in supporting us on the occasional slowselling line, to ensure stock is turning over regularly and shelf space is being used to its full potential.

– this is how I hear about ranges that I may have been missing out on. We have been a member of AIS for over 30 years. I attended the launch meeting for PlayRoom and have been a member since its inception.

We are very fortunate to be located in a standalone, out of town store that has ample free parking. We attract customers from the whole of Pembrokeshire and into Cardiganshire and Carmarthenshire. Although Pembrokeshire is a tourist area, we are very well supported by our local customers all year round which gives us a core customer base, although we do benefit from tourists too – especially on wet days. As an independent business, one of our main benefits is that we can react quickly to market changes. When opportunities arise, we can make decisions and implement them quickly.  I am very fortunate to work for a family business which is always looking to invest and make changes for the good of the business.

Stores. Six decades later, the business had outgrown its town centre premises and Vincent’s eldest son, Ralph, purchased a larger out-of-town property. Today, Ralph’s granddaughters, Sarah and Lindsey, run the store, which is around 4,500 sqm in total, with a dedicated toy department of approximately 170 sqm.

I am glad to say that the toy department is performing strongly so far this year - takings are currently up +13%. This follows on from a record year last year which saw an increase of +14%, which is very pleasing. It would seem that the toy sector has been quite resilient during the cost-ofliving crisis and that children are still being treated. We have sold more units at lower price points and big-ticket items have slowed down accordingly. But with inflation

Julie Murphy - Creaseys, Guernsey

OOur family-owned business is now in its fifth generation, having started up in 1899. We began with one shop in Mill Street, but over the years have been able to expand and spread around Guernsey. Despite the cost of living crisis, I’m feeling positive about sales for the rest of 2023. After the Covid-19 lockdowns when things went a bit quiet, our customers have shot back into our stores and sales have been going well ever since. Although people may be saving money in other areas, luckily kids don’t seem to lose out – there will always be birthdays, Christmas and a will to keep them entertained.

Lego sales have been strong, particularly the licensed, exclusive sets. Star Wars Lego has been a big hit, as well as Harry Potter. The other suppliers which have seen the most success so far this year have been household names like Mattel, with Hot Wheels and Barbie; Hasbro and MGA. Pokémon cards are still selling really well. In soft toys, Ty and Keel have been the most popular plush ranges.

We took on Craft Buddy a couple of years ago and the whole range is selling extremely well. We also have popular offerings from Ravensburger - including Jigsaws, Brio trains, Gravitrax and Memory Games - and Spin Master, with Paw Patrol, Kinetic Sand and Gabby’s Dollhouse. Last month, we introduced Connetix, which are magnetic tiles for building, and we’re pleased with how the range is performing so far. It’s always encouraging to see a new range succeed.

Our Arts & Crafts section sells well all-round. We stock lines from Galt and quite a big range from John Adams. Brainstorm’s Science range is very popular too. Other strong sellers include Sylvanian Families and Crayola:

We run costumed character days when we can; previous Sylvanian Family (Epoch) and Playmobil events have proved popular. We recently held a Hey Clay demonstration and will be looking to do this again in the summer, along with an Eugy event day, as this was very popular last autumn. We run regular Treasure Hunts in store during the school holidays - currently there’s a royal themed coronation hunt taking place.

We are AIS members and the main benefit for the toy department is the access to the INDX show, along with introductions to new companies. I have been able to make many new supplier contacts by attending the shows, and being a member of AIS has opened doors for me that may not have been as easy to get through without being part of the group. It has also been useful to meet other buyers; to be able to learn from them and bounce ideas off them

The main challenge we are all facing at the moment is the cost-of-living crisis and inflationary pressures. Footfall is certainly an issue; maintaining it - and ideally increasing it - is always a priority. However, trade so far in 2023 remains quite buoyant. As a buyer who looks after Gardening too, I am always torn between wanting the sun to shine for the gardeners and garden furniture sales and for rainfall to drive people into the store. Some customers will happily spend half a day wandering and having lunch or afternoon tea.

I currently feel quite positive about the toy trade and have recently added a few new suppliers to my offering, such as Bandai, Spin Master, Mattel and Jazwares, which I am hoping will help us move on to the next level as a toy destination. The movie franchise market is always a hard one to call, but I have a feeling that the Barbie movie is going to be popular and will hopefully trigger an uplift in related products. Overall, I hope to see the toy department continue to grow and expand. Fingers crossed, 2023 can be another record year.

although we hadn’t done anything with Crayola for three or four years, we reintroduced the range last year and it has gone down extremely well with customers.

Footfall and sales always rise when we hold in-store events. We run a number of activities during the school holidays, and we sponsor the Guernsey Street Carnival in July and August, which also includes activities for children. There’s an outdoor fancy dress parade, and in-store activities range from events like a Lego play day, sand play or a treasure hunt around the shop, to colouring activities and a Play Doh day.

We’re planning to run a play day with Hey Clay, from Tomy, in June. We try to offer something different during the summer to keep the kids occupied - and something that doesn’t cost them. Initiatives like this bring children and their parents into the shop, and we always get a lot of additional sales on these days. For Easter, we organised a Lego Easter chick build which went extremely well – we were packed for the best part of the day.

We have a lot of loyal customers. Since Covid, more people seem to be shopping local, but there will always be those who prefer to sit at home and buy online – we will always be up against the convenience of the internet. But the other side of the coin is the many people who enjoy the interaction they get in store, especially after having been stuck in their homes for months.

With the exception of the big, exclusive Lego sets, most people are buying toys at the cheaper end of the spectrum the moment. We sell a lot of sandpits, but larger outdoor equipment is more of a considered purchase; unless customers have a big garden, we only see quite modest sales as there are quite a few parks on the island where kids have space to play.

We joined AIS about two years after it opened, so

we’ve been part of that group for more than a decade. The benefits of being an AIS member are excellent and the discounts from suppliers that the group manages to negotiate on our behalf are a great help to our margins. The group also organises a lot of promotions that we can take advantage of, and the team sends us a newsletter every week, which we appreciate.

This year, I missed London Toy Fair; unfortunately, the plane from Guernsey wasn’t able to land, but I’m sure we’ll be back in 2024. So the AIS/INDX show was a welcome chance to see new ranges. What I like about the show is the convenience of having a lot of toy companies all in one room. But it would be better if even more toy companies could exhibit at the show to offer a bit more choice. I think holding this year’s event in March was a bit too early; they’ve been talking about trying to move it to later in the year and I would definitely be in favour of that.

Talking Shop

Debbie MaloneyAustins Department Store, Devon

WWe started as a haberdashery store on the 1st March 1924 with an aim to give value, variety and a friendly, knowledgeable, efficient service to all customers; we’ve kept this goal throughout the years. The business began with the owner and three shop assistants and has now grown to employ 83 staff –not including concession counters – across four stores situated around Newton Abbot’s historic clock tower. The main store covers 61,000 square feet, 6,200 of which is toys.

The start of the year was challenging for the Toy Store, but we are now trading +1% up on last year. We saw a rise in sales of outdoor toys during the Easter holidays and we are optimistic that sales will continue to improve as the weather does.

Our current bestsellers are Lego, specifically Star Wars, Speed Champions and Ninjago; Squishmallows; Pokémon Cards; Tonies; Sylvanian Families and pocket money toys. We also have an amazing selection of puzzles which sells extremely well.

Our major suppliers are Lego, Hasbro and Mattel. We conduct a fair amount of business by using B2B online ordering, which has proved incredibly useful as we can get up to date information on stock availability. We find that the best service comes from companies that still have representatives or agents who visit us, such as VTech, Jazwares, Schleich, Depesche, Winning Moves and Galt.

We will have competitions and special offers running in store over the summer period; customers enjoy our colouring competitions, trails and activities.

We have been AIS members since 1966. For the Toy department, being a PlayRoom member gives us the benefits of discounts and special offers, along with promotional material and access to FOB products.

Like all retailers, we are facing some challenges this year, reflecting economic issues in the country. In the face of the rising cost of living, along with the wage increases, we are trying to be more efficient with time and resources. Our customer demographic has been affected by high rents, mortgages and childcare costs, so we make every effort to be price competitive and cater to all budgets. We also offer a Toy Club all year round to help families budget for all occasions, and we have taken steps this year to have more toys suitable for gifting as part of our selection.

While online shopping continues to grow, we at Austins strongly believe that

We’re going to need a bigger stockroom…

SSales over the last few weeks have continued to be very encouraging, with all the bank holidays and teachers’ strikes helping to drive footfall to stores. This was on top of a strong Easter holiday period. We celebrated the Coronation by closing all our stores for the morning to allow our colleagues to watch it. This was the right decision, as there was minimal footfall in the morning, but the afternoon was steady when we opened. We more than made up for it in the days before and on the extra bank holiday.

We’re halfway through May now, and the figures are looking good. A big driver of sales this month has been Lego Disney 100 Minifigures, which has been our best ever launch. Disney products have seen an uplift thanks to the marketing around the Disney centenary; the Lego Disney Up House continues to sell well, as well as Disney plush. We’ve previously highlighted that anything Stitch-related has been popular over the past year, and we’ve recently taken delivery of Stitch Squishmallows, which has only added to these sales.

This year is notable for the number of major blockbuster films coming out that should drive sales of related products, and it’s great to see the return of this type of sales. The Super Mario Movie was very popular, and we have the release of The Little Mermaid, Fast X and Transformers: Rise of the Beasts over the next month to look forward to, with Teenage Mutant Ninja Turtles: Mutant Mayhem and Trolls Band Together coming later too – there is lots to get excited about.

It does feel like everything is virtually back to normal after the pandemic now; we finally removed the customer screens at the tills recently, the last change in our stores.

We are writing this as we travel back from Harrogate after another great Toymaster show. It always seems to go by so quickly, but once again, we can say that it was a resounding success. As usual, it seemed like the toy trade had taken over Harrogate, as well as the Majestic Hotel. The weather was kind, with plenty of sunshine, but at a temperature that meant it was still pleasant in the marquees, and there was a good buzz about the show. Last year, there was a sense of euphoria at being back for the first time in three years, but this time it felt like everything was back to normal and it was back down to business with a vengeance.

All credit to Yogi and the team for organizing a fantastic show, and for some great evening entertainment - a highlight for us was the gospel choir which performed on the Wednesday evening. The Majestic has also been improved massively by its refurbishment; it really is a great place to do business – albeit a lot of that took place at the bar! It was great to catch up with so many other members and suppliers over a few drinks.

It was an intense few days, but well worth it. I’m afraid we’re both getting a bit older now though, so came away looking forward to an early night.

There were some fantastic deals to be had at the show – but we don’t want to know what we spent! We found lots of good clearance lines this year, and some great offers for Christmas –more so than last year, when there were still supply issues. We also found more exciting new products, and picked up some new accounts, including Mood Bears, after the company’s success on Dragons Den. It was encouraging to see some suppliers bringing prices down, reflecting the reduction in shipping costs. We found some excellent new pocket money products from One for Fun, and some strong lines from MGA for the second half of the year. All we have to work out now is where we will put all this stock when it arrives…

Mark Buschhaus and Stephen Barnes Toy Barnhaus

Special Feature

That’s how you put on a show!

The beautiful town of Harrogate once again played host to the annual Toymaster May Show, which took place in its usual haunt – The Majestic hotel – from 16th-18th May. Here, the Toy World team reports back on what went on across the three days.

Despite the worries of the group’s commercial director, Paul Reader, that Toy World had jinxed the weather for this year’s show in its preview, the first day of the Toymaster May Show dawned sunny and bright.

Gathered at The Majestic hotel in Harrogate were over 100 of the world’s biggest and best toy companies, and a huge number of independent retailers ready to buy the latest toys and games.

Speaking to Toy World’s Rachael Simpson-Jones at the event, Paul commented: “We measure success very simply: if the suppliers are happy and our members are happy, then we’re happy. And we’re happy. We’ve had more indies register for this show than ever before, which explains the general feeling of hustle and bustle, but I also have to say that Toy World has done an amazing job of promoting the show and the indies that come to it, making it a go-to event for this sector.”

Without fail, every supplier we spoke to reported a similar story: a steady stream of retailers coming to browse and buy, a general sense of optimism and positivity, and a willingness to place orders for new, untested products.

Philip Kaye, managing director at Kayes of Cardiff – who was so busy taking orders he ruefully informed us he’d

only had one coffee so far that day, despite it being well after lunch – said the indies he’d met with were keen to try out new lines, and that the positive attitude of all the buyers and retailers was ‘overwhelming’ from the second the show opened its doors. He also highlighted that, as always, the Toymaster team was ready and willing to help in any way it could throughout the event.

This year, the show welcomed an extra-special guest: Rick Derr from Learning Express Lake Zurich, US, whom many readers will know from his popular Letter from America column. Find out what he had to say about the show in this month’s column, which can be found on p. 42.

For Rick and several more retailers, Spin Master’s Bitzee was the standout toy from this year’s event, while many other retailers were keen to secure stock of Lorcana, Ravensburger’s new Disney trading card game, and (unsurprisingly) the latest Squishmallows. Readers can find out more about how retail visitors found the show in our special Indie Touching Base feature on the following pages. For Moose, which was showcasing several ‘wow’ lines, standout ranges included the new Cookiez Makery line, licensed Bluey toys and Treasure X, which senior national account manager Neil Bright said has been taken back to its roots.

Neil also told us: “I love speaking to indies because they talk to their customers directly on the front line. The big stores just look at data. It’s such a diverse group of people too. Everyone that comes on the stand is completely different to the previous person which makes for such a fun, unpredictable event.”

Day one ended with the Irish-themed party night, which was very well attended by a sea of green-clad guests, many wearing shamrock hats or waving Irish flags. Live entertainment in the form of a ceilidh band followed the first lot of awards, which saw Ciaran Fitzpatrick of Banba Toymaster in Dublin (who also sits on the Toymaster Member Committee) receive a Special Recognition Award and a coveted Golden Teddy. Ciaran told Toy World’s Marianna Casal: “I’m pretty humbled. I was caught by surprise. I’ve been re-elected for another three years and normally the award is won by someone who is retiring –maybe they’re trying to tell me something. But it’s a team effort and I’m only as good as my team.”

Six Toymaster members also received a special 25 Year Membership award: The Toy Shop, Cockermouth (Jonty & Fiona Chippendale), C&H Burns in Cookstown (Ciaran & Helen Burns), Mary’s Toymaster, Macroom (Richard & Mary Creedon), Nimble Fingers in Dublin (Gareth

Staunton), O’Mahony’s, Limerick (Colette Cotter) and Michael Beatty Toymaster in Loughrea (Michael Shiel). Day two, Wednesday, may have taken a little longer to get going owing to a few sore heads and croaky throats, but the show was soon back in full swing, and the orders continued to roll in, with one smaller supplier taking a £6,000 order before 11am. Other suppliers were also seeing substantial numbers going down on paper. Chris Lohmeyer, managing director at DKB Toys & Distribution, said that although the year has got off to a shaky start, it was good to see people actually spending money.

“The Toymaster show is an event that all of us look forward to every single year,” he told Toy World. “We’re having fewer meetings, but the meetings we’re having result in much bigger orders. We’ve gone big ourselves this year, with a larger stand and more product on show. We’re also supporting the indies as much as we can. At a time when everything is getting more expensive, margin is king. Everything we offer has 35%, 40%, 50% margin –nothing starts with a two. Crazy Aarons has sold 120,000 tins in nine months, mainly to indies, with margins of 45%. It’s all about pushing margins at the till and we’re here to help with that.”

Word had also got back to Brian McLaughlin, Toymaster development manager, that the indies were spending. We caught up with him on day two, and he told us some suppliers had reported that sizable orders were being placed shortly after 9am on the Tuesday morning, when the show first opened its doors. He also said he’d fielded a number of enquiries regarding group membership, plus a number of retailers keen to set up meetings after the show. “I’m sure some of those will become new members that we can announce in the near future,” he said.

Back on the show floor, the team once again started canvassing suppliers for feedback. Sara Taylor, managing director, UK & Ireland, MGA Entertainment UK Ltd., said: “As always, Toymaster laid on a very well-coordinated show with impressive execution. They even ordered the perfect weather temperature for those of us in the marquees. It’s always great to meet up with existing customers and industry friends as well as connecting with new members. The May show was our first unveiling of our autumn/winter lines, so it was great to receive such positive feedback on our Christmas big bets and we look forward to seeing them in the Toymaster catalogue and

Toymaster’s official Awards Night took place on the Wednesday night. While Tuesday night honoured members, Wednesday honoured suppliers, with Erica Heythornthwaite, national account manager at Orchard Toys, and Kingsley Matthews, UK sales director at Tomy, both collecting a Friends of Toymaster Award. Supplier of the Year went to Kandy Toys, with MD Gary Beswick present to collect the award on behalf of the company.

The most emotional win of the night went to Neil Leah though, who was presented – much to his surprise – with a coveted Golden Teddy award. Neil, who is head of Sales at KAP Toys, was accompanied to the awards do by his wife, Christine, as well as his friend and business partner Nat Southworth, MD of KAP Toys, and Nat’s wife, Zoe. Nat, who provided a lengthy letter in support of the award nomination, told Toy World: “He is a very deserving recipient of this award, and I wish I’d videoed his face when he realised it was for him.”

All in all, it’s beyond doubt that the Toymaster May Show 2023 was once again a resounding success. And not only that, based upon what was seen and heard at the show, it looks set to be a great second half for the indie sector.

Summarising why he thinks the event is so great, Paul told Toy World: “The show is a real opportunity to showcase what Toymaster and our industry has to offer, bringing suppliers, members and likeminded retailers together in an environment that is both enjoyable and productive. The show embodies the true spirit of what the Toy industry should be about. We genuinely cannot do this without the support of you or our suppliers and retailers. Once again, thank you for your continued support.”

“Suppliers and retailers alike have been very supportive of what we’ve done here with the show,” enthused Yogi Parmar, managing director of Toymaster. “Yes, the four or five weeks prior to the show have been tough, but the May Show is all about preparing for Q3/4 and we predict some strong Christmas trading. Our indies have ridden out the worst of the storms by remaining reactive and adaptable and the Toymaster team works hard to support them as much as possible. We’re getting things right - and feeling

touchingbase

Sue Greaves

Salter Street Toys & Models

It’s really good – a great atmosphere. I was excited by the Disney D100 Crystal Art stickers from Craft Buddy, Bitzee from Spin Master and the new Rainbow High lines from MGA. I started by just browsing and then going back and placing orders on the second day. I’ve ordered Ty, Care Bears, Lorcana from Ravensburger and Pokémon Squishmallows, Monopoly and Top Trumps.

This year is going very, very well for us. People are preparing for Christmas, and we have a Christmas Club which allows people to pay in instalments which helps people in this economy.

Fitzpatrick

We’ve spent a lot of money at the show, which is good; it was worthwhile coming. This is the most important show of the year. We looked at the catalogue beforehand to select products and have an idea what to order – it’s useful to arrive knowing what we want as we get ready for Christmas. Mattel was our first appointment, and we were pleased to get some good deals – this show is

We’ve been doing well this year and are up +10% on 2019, and hopefully that will carry on. Our location means we’re dependent on tourists and after

We stock mostly tabletop games, rather than traditional toys, but I try to come with an open mind and never say never. I do however come with a purpose, and I pre-book meetings. I had already planned to see Character, I always have a look at Lego, and I like DKB’s Thinking Putty and

The show is also a great opportunity to talk to other retailers in a friendly environment.

I’m optimistic about this year for the store. At the beginning of the year, we were quite wary on forecasting, but so far it’s been going well and there are strong products coming out so we are quite excited – we’ve got a busy year coming.

It’s been busy – there is plenty of product to see. Some things, I’d seen at previews like Lanky Box and Aphmau ranges – we’ve been doing well with these and Character has expanded the ranges; I

We always stock a wide variety of toys, so I come with an open mind. We don’t really specialise in particular departments or categories – we will take anything if we think it will work and give it a go. I’ve ordered Dream Beams from One for Fun, and Just Play had a good deal on a Barbie Deluxe Styling Head, which was great value. I’ve also ordered

I think this year could be difficult as the effects of the cost-of-living crisis are trickling down – it’s no longer just a thing in the media. As long as we have the right products at the right price, I think we’ll be okay, but summer holidays and half terms sales might be difficult to replicate compared to

Russell Rowe

I think the Toymaster show is great. Over the last few years it’s really grown to become a vital part of our toy fair circuit. It offers a more informal, laidback setting in which to do business and socialise. This builds strong relationships with suppliers,

We’ve been online for 15 years or so and opened our first store in November 2019 – so we’ve gone the other way round to most businesses. We’re now looking to open another store as we think that’s the future of the business. We are a specialist model retailer, selling things like train sets, models, lots of

We come here mainly for the networking and to get tips. As we’re new to running a shop, we’re interested to hear about the best pick-up lines and cheap gifts. A lot of our models are premium brands and expensive hobbies but, as we’re based in Glastonbury which is a tourist area, we also need more gift products and things like kites and frisbees, suitable for tourists on a campsite. This year so far we’re off to a flyer – long may that continue.

The Toymaster show is absolutely fantastic. It’s friendly and there are no parking problems – it’s a

We’ve just moved our toy department and have a bit less space than before which means we need to stick to the bestsellers. We’re constantly trying to predict what the next craze might be, so I came here with certain products in mind, but I’m still keen to discover what else might work.

Disney’s Stitch from Lilo and Stitch is selling well, and we see a lot of sales from collectibles in blind bags. Squishmallows also remains very popular.

As we’re on the coast, we do particularly well during the holidays when the tourists come. We get new customers each week, and tourists buy differently to our local customers – there are different trends in different places so we always try to get certain licences in.

The May show is always good fun and it’s important for us to see new lines. Most people come here with Christmas in mind but in Burnam on Sea, the summer holidays is our Christmas!

An American in Harrogate

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 updates Toy World readers on his trip to the Toymaster May Show in Harrogate.

In the middle of May, I travelled over to the UK for the annual Toymaster show for the first time, where I met with my friend and fellow retailer Dave Middleton and spent three days immersing myself in the indie trade show experience.

I knew the show would be fun and located in a beautiful part of the country, but I’m taking away far more information than I expected, which will be a huge benefit to me and my business. Everyone has been so willing to speak to me and learn about the US marketplace. As I’ve discussed before, there are some differences between the American and UK & Ireland markets, but far more in the way of similarities.

US indie trade shows would tend to be a little larger than the Toymaster show –the ASTRA show has about 400 vendors, for example – but a lot of those companies will be very small start-ups and new companies whereas here, you’ve got all the major players. Indies seem to have much more direct access to all the bigger toy companies in the UK: Hasbro, Mattel, Lego, Bandai, Asmodee etc. In the US we’re not generally able to deal directly with these guys – we have to go through distributors. I’m also struck by the importance of the big brands over here, where the market skews heavily towards the largest players. We obviously do have the big brands In America, but shelf-space is much more equally proportioned across suppliers.

The standout product of the show for me was Bitzee from Spin Master, which I ordered on the spot with my US rep (and I made a TikTok on it there and then too). I’ve previously hesitated to get on board with the comeback of virtual pets and I tend to steer clear of digital toys, but Bitzee is the perfect blend of physical and digital and invites kids to play in a sensory fashion, which really caught my eye. The travel-friendly case snaps shut in a fun, tactile way. I think kids will love it and the amount of enjoyment you get for £32.99 RRP is brilliant. Just hours and hours of fun discovering all the different pets and rarities. Bitzee has made me change my stance a little on those types of toys.

my goal is for Learning Express and the ASTRA US community to raise the level of service we offer to new heights, supporting the changing needs of kids and parents in the face of new and emerging challenges with the MESH (Mental, Emotional, Social Health) framework. Working with Toymaster on this will be critical to our success.

In the next 10 years, I truly believe that becoming a Certified Play Expert toy store will be the firewall between us and the likes of Amazon and big-box stores such as Walmart and Target. No one can show their passion, knowledge and experience like an indie can, and the show has reinforced my belief in and enthusiasm for this.

I’ll talk more about my plans for Certified Play Expert stores in a future column, but for now I’d like to say a big thank you to Paul, Yogi, Brian and John (and everyone else at Toymaster) for having me - and to Dave for showing me all the sights and sounds of Derby.

The wheel thing

Positivity and change are afoot at wheeled and outdoor toy specialist MV Sports, which has recently made several new appointments across its business, taken a fresh approach to colleague wellbeing, and completed work on a major new e-mobility store and warehousing facility. Toy World publisher John Baulch and editor Rachael Simpson-Jones paid a visit to the company’s Birmingham HQ to catch up with Phil Ratcliffe, MD, about how changes at every level are driving MV Sports.

promise to stand the test of time, Phil has high hopes for its recent pre-school additions to the portfolio - Gabby’s Dollhouse, Bluey and CoComelon – which he says are showing huge potential based upon orders to date.

MV’s overall portfolio of wheeled and outdoor products also includes non-licensed products; over 40% of its products are from well-known own-brand ranges such as Stunted, MoVe, Squish, Hedstrom and Kickmaster. The product range spans all ages, from trikes and ride-ons for pre-schoolers to e- scooters and mobility for the modern urban commuter, as well as the elderly and less able. This all adds up to make the company a very attractive supplier – and one that is equipped for the future, as Phil explains.

We can also consolidate all our customers’ Wheeled and Outdoor needs, be they licensed and/or own brand, with low MOQs.”

Phil continues: “However, we understand that for some customers, holding volumes of stock has become an anathema in such challenging times. So, we’ve

Sitting in MV Sports’ showroom, it’s easy to see why the company considers itself as a onestop-shop for outdoor toys. The vast majority of the biggest kids’ licences are present and correct across scooters, bikes, skateboards, helmets, play tents and more, including, Peppa Pig, Paw Patrol, Encanto, Batman, Spider-Man and Barbie. Always on the lookout for classic properties that

“I firmly advocate that MV Sports should be any buyer’s first port of call in this sector,” he tells us. “It is our mission to provide both the best licensed and own-brand products whenever and wherever our customers want them. This could be via domestic, FOB or drop-shipping; customers seeking to drive volume via FOB should know there has never been a better time to order as freight rates and material prices are falling back down to pre-pandemic levels.

find that the Outdoor and Wheeled categories boomed during the pandemic and have remained a mainstay of most retailers’ toy offering. Unlike other toy segments, Wheeled toys offer a year-round sales opportunity. They enjoy a spike in summer and another at Christmas, when bikes, scooters and battery-operated ride-ons are still ubiquitous presents and offer great value for money. MV’s licensed portfolio allows the company to create ‘up to the minute freshness and excitement’, maximising the potential of those properties that are currently hot.

“Of course, some products are more seasonally driven such as outdoor play equipment, play-tents and sports products, but the principal remains the same,” adds Phil. “We have strong brands with decades of heritage, and our aim is to get them in front of as many customers as possible.”

Electric scooters are an exciting prospect for the company’s growth aspirations, with the legalisation of privately owned e-scooters on public roads right around the corner. With investment in expertise and product, MV is targeting a different demographic, that of the teen and adult market, offering a practical solution for commuting to school, college or the workplace. Phil is confident that this is where the next big opportunity lies: “We know from data in other countries that once legalisation occurs, private purchases of e-scooters have skyrocketed.”

The company is already seeing similar trends across its bicycle division, where e-bikes are is currently providing strong growth for the group. Over in countries

also an ex-professional Nottingham Forest football player, so if anyone reading this has plans to start a toy industry 5-a-side league, take notice). Jordan is working alongside Trish Cooper, who joined the company in October 2022, also as a national account manager. An ‘energetic, passionate livewire’, Trish’s background is in publishing and, more importantly, licensing: she knows her way around a licensing deal and isn’t afraid to get stuck in. Jordan and Trish are ably supported by a number of agents, including Mashalls in Ireland.

Charlie Foulkes, meanwhile, is on board as director of Marketing. In his role, Charlie will be focusing on the eCommerce side of the business across the group’s entire product portfolio, improving content and driving social media awareness. His remit includes driving B2C opportunities via the company’s own websites and across eCommerce and marketplace platforms, including Amazon.

the go. During our tour, hi-vis vests dutifully donned, we stopped to speak with one of the warehouse managers, who told us the new facility is a major upgrade and has significantly improved the speed of unloading and of order fulfilment.

All in all, Phil says MV Sports has witnessed more change in the past 12 months than it has in the last 10 years. MV is also taking a far more proactive stance regarding colleague wellbeing. From the simple (Easter eggs and Christmas wine) to the slightly more involved (a benefits programme which allows colleagues to enjoy discounts and special offers at retailers and restaurants) and a more flexible approach to working, the company is taking steps to ensure everyone involved with the business is happy and committed.

like Germany, which admittedly has the biking infrastructure we sorely lack in the UK, the e-bike industry is booming, with commuters embracing them as a favoured mode of transport in towns and cities. Phil believes that the UK is quickly catching up.

Behind the scenes and away from product, MV Sports is seeing numerous positive changes to the way it operates. Following the 2020 retirement of CEO Steve Grant (now non-exec chairman), Peter Kimberley ultimately took on the role a little over a year ago. Originally on-boarded as a non-exec director in 2021, Peter’s retail background at the likes of B&Q, TRU, Halfords and Pure Scooter means he’s brought new ideas and fresh thinking to the role. Phil says Peter’s background in retail has given the whole team a different perspective on how to drive the business in a more customer centric way.

MV’s sales team, too, has welcomed some new faces. Jordan Kay joined just before January’s London Toy Fair as national account manager, moving from Clementoni. You could say MV is in his blood: his dad, Neville, was himself an MV sales agent for a long time. (Jordan is

Many existing retailers are actively expanding into new categories and catering to a wider demographic. Diversification of the marketplace means more opportunities for MV to get its products in front of consumers. “The retail landscape is changing rapidly, and we have to change with it,” notes Phil. “If we look at our customer profile and relationships from 10 years ago, we can see they have changed radically, and the pace of this change is accelerating. What used to be known as discounters are now part of the fabric of the national retail landscape environment. This epithet has changed, and some of these accounts are now among our biggest customers.”

On top of new personnel and a tweaked business model, there are even bigger changes taking place at MV. Literally, big ones. Stopping briefly on our way out the door to discuss MV’s sustainability efforts (the office now runs on 100% solar energy provided by a photovoltaic grid, while the directors are encouraged to drive e-vehicles), we set out with Phil to have a look at MV’s new 80,000 square foot warehouse, located a right behind their existing office and warehouse. The new facility brings MV’s total warehousing space to an impressive 140,000 square feet, all of which is owned by the company, not leased, cutting costs significantly. Like the office, the warehouse runs on solar energy, while the installation of dock levellers has made the work far more comfortable for its operatives. It’s truly an impressive sight, row after row (after row) of shelving, pallets either being unloaded or queued for unloading, forklifts constantly on

This goes for Tandem Group’s shareholders too. As a PLC, Phil and Peter are required to regularly update shareholders about the ins and outs of the business, and Phil says that its most recent update saw engagement and investment increase significantly. Clearly, the shareholders like what they are seeing.

“I know that change can be difficult for some people, while others accept and work with it, and others still just absolutely love it,” Phil says. “Hopefully you can see that there’s loads of good stuff happening here at MV Sports, but at the same time, there’s a lot of taking place that simply hasn’t before. I see it this way: Things have changed at director level but we’re still the same company underneath. What we’re doing is purely positive, and we’ll always be the go-to supplier when it comes to outdoor and wheeled toys. That is one thing that will never change.”

Peter Kimberley

L-R: Jordan Kay, Trish Cooper and Charlie Foulks

Are you prepared for new regulation requiring effective grievance mechanisms for workers?

Schains can face a variety of complex challenges; these can include unfair wages, poor working conditions and limited access to support and resources. At worst, supply chains can hide the most egregious human rights issues such as forced labour and child labour. As a specialist labour and environmental standards program, the ICTI Ethical Toy Program (IETP) understands these risks and how they can be mitigated, along with the importance of treating workers fairly.

IETP was created by the toy industry to oversee the implementation of its Code of Business Practices, a code that sets out the standards expected of the industry, created by the industry, for the industry. IETP has continued to develop that standard to ensure it helps companies meet their objectives, commitments to consumers and obligations to regulators. IETP works with companies to eradicate labour standards issues and promote ethical labour practices in all industries in the global supply chain. IETP does this primarily through its certification program, but also goes beyond certification and audits to provide support, guidance and worker-well-being programs, including employerfunded childcare services, to deliver an improved worklife balance for factory workers.

In recent years, there has been growing recognition of the need to provide worker helplines and grievance

violations, directly requiring the implementation of a grievance mechanism. IETP has implemented and required its Worker Helpline to be deployed in all factories in its program for over 13 years. In recent years, IETP’s Helpline has expanded to be utilized in new industry sectors and for bespoke projects including for the construction industry, where there is a high risk of rights violations and often poor labour standards. free, confidential, grievance mechanism and support helpline for workers. IETP has teams on the ground, stationed where workers are; as soon as a Helpline case is escalated, IETP investigates. 100% of all cases received are closed.

of IETP’s established and trusted Worker Helpline is that it provides a direct line of communication for workers to report issues and concerns

before they can escalate into larger problems, which for many other programs are only identified through audit reports and may be too late to take effective action. The Helpline provides an effective, safe, and confidential channel for workers to report issues without fear of

Aiofe McCarthy

Special Feature

and management technology platform. Data collected from the Helpline is gathered, analysed and housed in Connect, allowing users to gain an understanding of the situation on the ground in their associated factories. Connect features include data on the number and type of calls made by workers and the number of calls escalated. Data can be exported easily enabling further analysis, reporting and informed capability-building planning.

In addition to improving workplace conditions, the Helpline provides data for reporting and enables companies to meet regulatory requirements all over the world. In recent years, there have been various due diligence acts introduced globally with varying requirements for transparency and complaints procedures. These include: the German Supply Chain Due Diligence Act, the Proposed EU Supply Chain Regulations and the US Forced Labor Prevention Act. Effective grievance mechanisms are known to help identify and remediate the most serious of human rights issues. Matt Friedman, CEO of the Mekong Club said: “Worker helplines and grievance mechanisms are essential tools for improving the lives of supply chain workers. By providing a safe and confidential way for workers to report issues and concerns, these mechanisms can help to identify and address systemic issues within supply chains. We are very impressed with the impact of IETP’s Helpline and the impressive outcome of this work in addressing worker issues.” The Mekong Club works with the private sector to bring sustainable practices against modern slavery across the globe, and IETP is a proud member.

100% of IETP program members utilize the Helpline and have access to monthly Helpline analytics, because the Helpline is a mandatory feature of IETP’s certification platform. If you are a member of IETP this

is independent, and so is trusted and transparent. For IETP program members there is no additional cost for the Helpline. The IETP Worker Helpline is, however, available to non-member companies also and can be deployed as a standalone service. (Interested parties should contact join@ethicaltoyprogram.org).

In 2022, IETP’s Helpline received around 1,500 calls from 800 factories in China and Vietnam. Each case was fully investigated, escalated (where required) and closed. It is reassuring to note from the Helpline data that only around 10% of the cases received related to labour standards non-compliance. IETP sees three types of cases or calls generally: callers who have a misunderstanding of their obligations in the workplace; callers who have a personal concern, unrelated to their work, but nonetheless looking for support or advice; and finally, callers who are experiencing a breach of their workplace contract or conditions.

2022 Helpline data showed one of the top reasons for calling the Helpline was to discuss personal issues. In addition to identifying non-compliances and labour standards issues, worker helplines and grievance mechanisms help to improve the overall well-being of supply chain workers.

By providing access to support and resources, these mechanisms can help workers address issues such as financial stress, mental and physical health. This also benefits businesses, leading to improved job satisfaction, higher productivity, a more engaged workforce and improved worker retention rates. Wendy Chu, Compliance director at The Marketing Store, Asia says “IETP’s Helpline is an effective grievance mechanism providing workers a safe, confidential space for their voices to be heard. Importantly, 100% of cases are remedied and IETP’s on-the-ground teams play a vital role in helping us to ensure workers' issues are

companies and deploy worker surveys or host worker in-person discussions on specific topics, for example, gender equality in the workplace. Regular reporting allows organizations to identify recurring issues which can be used for remediation and to inform factory and working training priorities, such as improving management skills and the behaviors of supervisors.

Amita Lam, director, Global head of Governance, Risk Management & Compliance at Mattel, adds: “Together with IETP and insights gained from the IETP Helpline data, we are able to enhance our training for factory management and teams, resulting in improved working environments. IETP is committed to enabling greater access globally to the IETP Helpline and is planning further deployments in Mexico, Thailand and Malaysia. Carmel Giblin, CEO of IETP, confirms that IETP will continue to respond to companies' needs by expanding the on-the-ground Helpline teams wherever they are needed. “As we continue to grow and work with new industries globally, we will ensure the expertise we have is used to increase the accessibility of the IETP Worker Helpline”.

The success of the IETP Worker Helpline can be attributed to the awareness that workers have of the Helpline and their trust in contacting the team. IETP provides materials to factories and workers to ensure every worker in the factory knows about the Helpline, how to contact the team and how it operates. Many companies have in-house processes for raising a grievance, but these are not always trusted or effective. The IETP Worker Helpline provides an alternative channel, trusted by workers and management alike.

Contact us at join@ethicaltoyprogram.org to learn more about responsible supply chains and how to efficiently deploy an effective, low-cost worker helpline at scale. Visit www.ethical.toys for more information.

Hands up if you’ve been on Twitter today? What about Instagram or TikTok? You’re certainly not alone: there are more than 330m monthly active Twitter users (exact figures vary wildly depending on whether or not Elon Musk is behind them) while Instagram sees around 2.35b. TikTok, a much newer platform, is forecast to approach 1b monthly users by 2025.

Toy companies have known for some time that certain brands and categories go with social media like paint goes with paintbrushes, and it seems the same can be said of Arts & Crafts. Sambro’s own-IP beauty crafting range, Love & Hugs, has been inspired by viral trends seen on social media, and David Fynn of John Sanders department store in Ruislip told us in his Talking Shop interview (the feature starts on p. 31) that creative play products have to be ‘TikTokable’ these days. This is a sentiment Grant Gie, UK MD at Creative Kids, agrees with.

“Platforms like TikTok absolutely have contributed to the ongoing popularity of this category,” he tells us. “Its format is perfect for showcasing Arts & Crafts in short, quick digestible content, the go-to video being 'before and after' or sped up clips that show the entire crafting process in a condensed timescale. Bold bright colours, such as those of our products, lend themselves to attention grabbing content.”

Damien Collett, head of Sales and country manager,

UK & Ireland at SES Creative, also believes social media platforms such as Instagram, Pinterest and TikTok are playing an increasingly important role in shaping the Arts & Crafts category. He says: “Consumers are using these platforms to discover new products and trends, as well as to share their own creations and connect with other like-minded individuals.”

However, he adds: “It's important to note that not all Arts & Crafts products need to be ‘TikTokable’ to be successful. While social media can be a powerful marketing tool, there are many other factors that contribute to the success of a product, such as quality, price and availability. Ultimately, the decision of whether to focus on creating TikTokable Arts & Crafts products will depend on the specific retailer's marketing strategy and target audience. Some retailers may find success by leveraging the popularity of social media platforms like TikTok, while others may choose to focus on different marketing channels.”

Within the social media space, Food is a favourite Arts & Crafts theme. MGA’s Miniverse, which is available in two themes - Make it Mini Food Café Edition and Make it Mini Food Diner Edition – has been enjoying huge success on TikTok, with the hashtag #makeitminifood racking up 78m views at the time of writing. However, Food is a popular crafting theme regardless of whether or not kids intend to share their creations online. Hasbro is expanding its Play-Doh Kitchen Creations Range with

the Play-Doh Kitchen Creations Magical Mixer Playset and Play-Doh Picnic Shapes Starter Set. Creative Kids is also eating into the Food theme, combining it with the still relevant trend for all things ASMR to create its new licensed Play Doh Air Clay Crunchy Clay range, in which a hard shell is created over slime or clay and then cracked and mixed into the soft compound within. The hero Crunchy Clay Café is accompanied by Donut and Cake Pop sets.

Creative Kids isn’t the only company bringing out air clay products this year. Brainstorm’s new My Very Own Fairy Cottage set includes air clay for sculpting, while Make It Real is likewise tapping into increased demand for the compound - as well as a big trend towards miniatures (the other reason MGA’s Miniverse is doing so well in the Arts & Crafts space) and the ongoing strength of the Collectibles category - with its new Mini Pottery Studio. Tomy’s Hey Clay range is set to expand in 2023 with new sets including Forest Animals, and new packaging to complement the creatures featured in the sets.

Craft Buddy, which produces the popular Crystal Art line of ‘diamond painting’ sets, says that while collectability is a relatively new consideration for the Arts & Crafts category, it is allowing the company to expand and diversify its range. In November 2022, the company launched the first series of Crystal Art Buddies (‘Buddies’), featuring 25 fan-favourite characters from

Feature Arts & Crafts

2023 that tick this box include Brainstorm’s Eugy range, which has always resonated with consumers thanks to its eco-friendly credentials; Bachmann’s new PepPlay distribution line of Arts & Crafts products suitable for kids aged 3-10; and Eco Wood Art’s build-it-yourself mechanical and classic wooden puzzles.

SES Creative is particularly strong when it comes to sustainability: the company is CO2 neutral and offers a range of products made from recycled or natural materials, such as sugar cane, whilst offering added benefits such as gluten free and vegan-friendly products. Damien explains that SES Creative is committed to sustainability and responsible manufacturing practices, working to further minimise its environmental impact by reducing waste and implementing sustainable manufacturing processes.

Damien adds: “SES Creative is a company that not only creates high-quality and engaging products for children but also demonstrates a commitment to social and environmental responsibility. These values, combined with their focus on product innovation and creativity, have helped the company to become a trusted and respected brand in the Arts & Crafts industry.”

the Disney, Disney Princesses, Star Wars, Marvel and LOL Surprise! universes. This was swiftly followed by yet another new introduction to the collectible crafting space.

“New products such as our Crystal Art Buddies range offer all the collectability of a miniature action figure as well as the satisfaction of producing your own creation,” Gary Wadhwani, director of Craft Buddy, explains. “We are also launching a real first in this ‘collectible sector’ with the Disney D100 Crystal Art Sticker Album and Stickers. With this innovative new product, fans can collect over 100 Crystal Art stickers featuring their favourite Disney characters including Mickey, The Lion King, Snow White, Toy Story and many other favourites and add them to the album when completed.”

Of course, Craft Buddy isn’t the only company that has relied on the power of collectability to fuel sales, with Brainstorm’s Eugy range continuing to enjoy plenty of demand for its new waves of make-them-yourself figures. Curious Universe, meanwhile, has just announced its new Crystalverse own-IP. The launch range of 3D unicorn figures comprises Starlana, Apollo and Kiki, all of which come complete with their own in-pack collectible character card and can be decorated with the included crystals.

Where Craft Buddy’s range differs is that it’s licensed. Gary tells us that having focused almost exclusively on more traditional crafting activities targeting older consumers, Craft Buddy then started looking for ways to broaden the appeal of its products and attract a younger fan base. This led the company into kids’ licences such as Disney, Marvel, Star Wars and L.O.L. Surprise! Gary adds: “Licences have also helped us to gain retail placements in cross category licensed product displays, which have proved so successful for all our major retail partners. We have some very exciting news regarding a new licensing collaboration which we will be announcing later in the summer, so watch this space.”

In addition to its kids’ licences, Craft Buddy also has Peter Rabbit and Paddington in its portfolio. Both offer strong heritage appeal and attract older customers including parents and grandparents, according to Gary, further broadening the appeal of its ranges among consumers of all ages and life stages. Damien at SES

similarly believes nostalgia to be key to the success of some Arts & Crafts products, noting that consumers are looking for items that ‘remind them of their childhood or simpler times’. He says this is reflected in the continued popularity of SES Creatives’ more traditional craft products, such as French knitting and its weaving loom.

Both Damien and Gary also highlight the importance of Arts & Crafts for mental wellbeing and mindfulness. Damien says consumers are turning to activities such as colouring, iron-on beads and painting as a way to relax and unwind, and Gary is seeing the same thing with Craft Buddy’s Crystal Art brand.

“With all of the added pressures children are under in the modern age, it’s no surprise that one of the key trends shaping the arts and craft category at the moment is ‘mindfulness’,” he says. “This is extremely timely for Craft Buddy, as our lead brand Crystal Art is at the forefront of this development. Creating with Crystal Art in a quiet, peaceful environment allows children to sink into a state of focused awareness. This contemplative state, coupled with the release that creative energy brings, can help people cope better with feelings of stress or worry and even sadness or anger. This is something that can really help children to cope with the difficulties they are faced with in the modern world.”

Speaking of our modern world, our contributors also feel ongoing demand for sustainable products is driving the Arts & Crafts category. New products for

Over at Creative Kids, emphasis is placed on offering retailers Arts & Crafts products that reflect current trends and themes while also providing strong retail margins and great value for money. UK MD Grant Gie says: “We have all bases covered within our offering, from paintyour-own decorating kits to air-dry clay, dough, slime and even putty. And as a supplier, we support retailers with a multi-sub-category product range that can sit together in one clean merchandised statement, creating a standout visual display that will draw shoppers of all ages in.”

“Creative Kids puts consumer value at the forefront of everything we do,” he adds. “You can get more dough, slime or sand for less money. During these times of financial crisis, parents and gifters continue to look for affordable products that can entertain for longer and produce high quality end results, and that’s where our range really comes into its own.”

Readers are invited to roll up their sleeves and dive into the following feature, as Toy World paints a picture of the newest Arts & Crafts and Creative Play products sculpting the marketplace this year.

Wow! Stuff

emma.prendaglia@wowstuff.com for UK dawn.lavalette@wowstuff.com for EMEA sunny.walia@wowstuff.com for USA

Toy innovation company Wow! Stuff has given creative play an educational, licensed twist to bring young fans the unique Marvel Science Putty Steam collection.

Marvel Science Putty allows kids to celebrate their fandom as they get creative and explore all the properties of the collection. Kids can bounce, stretch and warm the putty with their hands to see it change colour while learning how it behaves under different conditions. The ultimate compound play for any Marvel fan, each putty has a Marvel hero-inspired quality.

Iron Man Science Putty is heat reactive with transformative colour-changing thermal pigments, the Black Panther putty is UV reactive and changes colour in sunlight, Hulk putty has a ‘gamma glow’-in-the-dark effect and Captain America Putty is superbouncy, with ‘vibranium elasticity’. The four putties are available to purchase individually within the CDU assortment, and kids can collect a further four Marvel Science Putties which are available exclusively with the eight-pack.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Crayola is popular when it comes to engaging kids with creative play. As the weather gets warmer and kids are spending more time outdoors, Crayola has great tools to continue creativity outside. With the Super Outdoor Chalk, kids can create large murals, pavement games like hopscotch and tic-tactoe, write giant messages and create art wherever their imagination takes them. The chalks come in puck-shaped discs which allow kids to draw thin or thick lines and colour in large areas easily depending on which angle they use. Lasting three times as long as other chalks and available in a wide range of colours, kids can create for hours. Once finished, the chalk easily washes clean from pavements and driveways to create colourful designs again and again.

Kids can spread positivity and kindness with the new Crayola Colours of Kindness range. Available in crayons, markers, pencils and a 96-page colouring book, each colour promotes a positive message such as: Seas the Day, Hello Sunshine, Sky’s the Limit and Peace of Mind. This range is the perfect addition to anyone’s pencil case or as a gift for kids as it contains unique colours that are not found in original Crayola packs.

DKB Toys & Distribution

www.dkbtoys.com | info@dkbtoys.com

DKB Toys & Distribution introduces kids to the creative world of arts and craft with Alex Crafts; a colourful range that is all about creativity and fun, encouraging young artists to learn while creating.

With Gear Art, kids can create beautiful designs using precision gears, rings and colorful gel pens. Gear Art offers a fun STEM activity that combines art and maths to produce unique and intricate creations. The frames have rubber feet to prevent slippage and come in three different formats: the original, a smaller designer kit option and the travel friendly, compact on-the-go size that is compatible with both the original deluxe set and

The Giant Art Jar is a DKB favourite, a huge bucketful of craft accessories featuring everything kids need for making collage and other paper craft. It comes with multi-colored pom-poms, glitter pom-poms, pipe cleaners, fringed crepe paper, feathers and more. The art jar allows a child’s imagination to run wild, fostering healthy learning habits and increasing creativity.

Rock Pets lets kids transform a rock into a work of art and a creature to call their own. Weatherproof paints mean the masterpieces can be displayed anywhere. Kids can select their

My First Sewing kit is a perfect introduction to the world of sewing for children. It’s a skill that can be used to make adorable stuffed animals, notebook covers and more. All the materials needed are contained within the carry case pack that closes securely and has a useful handle for sewing on-the-go. The kit includes 28 felt shapes, embroidery thread, stuffing, fabric, safe scissors, measuring tape, pins, needles, thimble, pin cushion, six buttons and a pom-pom strip. Using the included illustrated instructions, children can learn how to work with a needle and thread, a skill they can use for years to come.

The range teaches valuable skills to become more talented at arts & crafts. Kids will be encouraged to form new hobbies and develop skills which they can bring to future crafting and sewing projects.

Toynamics

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

Toynamics UK & Ireland has a new range of arts & crafts-themed products from best-selling brands Hape, DinosArt and Nebulous Stars.

New for 2023 from Hape is a collection of educational art sets aimed at kids aged three years and over. These sets help kids explore painting, colour mixing, letter and number formation, chalks and drawing. There are five new kits to collect, all packaged in a beautifully designed box and full of tools which help focus on different mediums or techniques.

Sponge Painting Fun comes with four different paint colours, rollers, stencils and patterned A3 paper sheets to act as a frame for the designs. Colour Mixing Fun has everything needed to teach a child the colour wheel using the three main primary colours. The set includes a 60ml tube of red, blue and yellow paint, a palate for mixing, brushes, colour wheel and six activities to complete. Oodles of Doodles Scratching has black sheets that can be scratched away to reveal rainbow or glitter designs beneath. This set comes with twenty sheets to scratch, three stencils, two wooden styluses and one A4 poster. All of these sets are compatible with the Hape Easel.

The final two kits are designed with the easel in mind. The Chalks and Stencils Art is the perfect accessory for the blackboard but also works as a stand-alone set. It comes with twelve sticks of chalk, two chalk holders, two bicolour chunky chalks, four stencils, one roll of paper tape and one A4 poster. Letter and Number Tracing is ideal for a child who is learning to write; it includes four letter, number and sign stencils, eight whiteboard marker pens with erasers, one A3 activity album and one binder clip.

Hape’s Magic Friends Storytelling Magnets and Space Life Storytelling Magnets are both new for 2023. An interactive and creative way to tell a story, the set includes 10 wooden magnets to decorate, six markers and a scenic poster to stick to the easel or a magnetic surface such as a refrigerator. For Nebulous Stars, the brand-new Shooting Star Maker is expected to become a best-seller for 2023. This arts and crafts set, for age seven and over, contains a shooting star maker, 12 pulp paper stars, star shaped punch, three paint bottles and two ink spray bottles, tissue paper, glitter powder, glue, beads, cords and inspiring message pages. The 3D element of the stars means they can be filled with gifts or inspiring messages, before they are sealed and decorated. Refill packs are also available.

Glowing Jellyfish brings the soft light of the rainbow reef to children’s bedrooms. This glow in the dark set includes three glow in the dark domes, 63 glow in the dark beads, 70 colourful beads and everything needed to create a beautiful hanging decoration for the bedroom. For little artists who are fans of dinosaurs, the DinosArt 60-page Black Colouring Book is just the challenge for age seven and over. Black pages with dinosaur themed designs to follow, this set comes with eight metallic ink gel pens and instructions that cover drawing techniques and creative topics like colour theory.

Trends UK

01295 768078 | www.trendsuk.co.uk

salesadmin@trendsuk.co.uk

The ‘Twist & Paint’ mechanism of Paint Pop Paint Sticks takes away the need for brushes or dirty water, a factor which has been a big hit with mums and kids alike because of the reduced mess and time spent preparing and cleaning up.

Paint Pop Paint Sticks are an ideal introduction to painting and doodling; an outlet for self-expression for kids and a way for them to articulate their love for members of the family before they can even write. Kids can also use them to make decorations for special events and celebrations. The range includes a wide variety of colours and finishes plus practical storage solutions.

New additions, Paint Pop Paint Pens for autumn/winter 2023, sees a 12 pack of vibrant colours join the collection. Containing the same fast-drying, messfree paints but with a finer tip, these pens are ideal for adding details to creative masterpieces. The Paint Pop Spin & Create Set makes stunning, swirly art pieces at the push of a button, with no batteries required. Four colours of paint and a mixing guide help create vibrant spiral designs with this set that also includes paper discs and a frame to display favourite art pieces.

An ‘always on’ programme of significant social media support behind the brand offers inspiring creative ideas and occasions for users.

Crayola Silly Scents Sand & Dough compounds offer brightly coloured fun in five fruity scents. These moulding materials have been designed to engage all the senses. With bright bold colours, the fruit-scented sand and dough are both soft, tactile and respond to manipulation into all kinds of shapes. The best-selling Creative Compounds Activity Pack offers excellent value; there are 19 pieces in total with dough and sand, plus tools and moulds.

Creative Kids

07827 880 159 | www.creativekids.com

|

grant@creativekids.com

Established now for 25 years in the arts & craft space, Creative Kids continues to expand its core range. This year, the company is introducing the new Rainbow Painting set, which allows kids to create colourful 3D paintings with a rainbow palette of colours. Using one of six brushes included, kids can create unique paintings and then display them in one of two

The Spin & Splatter paint machine remains one of Creative Kids’ global best sellers. Colourful designs are created by drizzling paint, which could be turned into bookmarks, cards, framed artwork and anything the user’s imagination desires. The battery-operated machine has an easy-carry handle for on-the-go painting by young and old crafters alike. The set includes a flexible splash guard, five paints and various sizes of paper. Following the latest online social trends, Creative Kids is also introducing a brand-new painting set, Swingin’ Paint Art. This newly developed product gives users the chance to engineer a paint pendulum by pouring and swinging. The set includes 22 pieces with everything needed to produce original artwork.

This autumn/winter, the Play-Doh Air Clay product range sees its first new segment launch as the already popular and well-established Play-Doh Air Clay range gets a new theme: Crunchy Clay. Leading with the Crunchy Clay Café, there’s a café station that holds and displays the creations made. Kids can make donuts, cupcakes and cake pops, topped with sprinkles and then glazed. The glaze goes hard and not the clay – giving kids the ability to then crack into the treats. Other items within the range include specific Donut and Cake Pop sets. The free-flowing Zzand gets three new hero compound sets this autumn/winter. The Zzand Totem Tumble game sees two or more players use sand that won’t stick to their hands in a game of tactile skill where they are challenged to mould and stack a totem - without letting it fall. Zzand Satisfying Sushi Set is an ASMR-powered set, complete with free-flowing Zzand, five moulds, chopsticks, a rolling pin, sushi boat and knife to sculpt a creative take on sushi rolls, and Zzand ice cream can be created with the new Scented Zzand Play Set. Kids can explore their senses while moulding colourful ice cream pops in various scents and shapes using the 11-piece kit. The Zzand pops flow just like melting ice cream.

EWA Eco-Wood-Art

www.ewaecowoodart.com

sales@eco-wood-art.com

EWA Eco-Wood-Art specialises in producing unique and eco-friendly wooden puzzles, world maps and souvenirs. The products provide an opportunity to exercise the mind and develop problem-solving skills, but they also promote creativity, improve focus and concentration and reduce stress. For kids, wooden mechanical puzzles are an excellent way to develop cognitive skills such as spatial awareness, hand-eye coordination and logical thinking.

One of EWA Eco-Wood-Art’s most popular products is its mechanical wooden puzzles. These puzzles are made from high-quality plywood and are designed to be both challenging and entertaining. They come in a variety of designs including animals, vehicles and table decorations. Almost all of the mechanical puzzles move after assembly, making them a great challenge to build.

EWA Eco-Wood-Art also produces classic wooden puzzles. These come in a variety of shapes and sizes, ranging from simple jigsaw puzzles to more complex puzzles. Most of them are made with illustrations by the famous German artist Andreas Preis. These are high-quality, eco-friendly products that are both beautiful and functional.

The Tractor Kirovets K-7M is a unique wooden mechanical puzzle which offers hours of fun and entertainment for both kids and adults. The puzzle is made from high-quality wood and features intricate gears and levers that allow the tractor to move and operate just like the real thing. Assembling the puzzle requires patience, attention to detail and logical thinking, making it an excellent way to exercise the mind and develop problem-solving skills. In addition to its cognitive benefits, the Tractor Kirovets K-7M also provides an engaging way to learn about engineering and mechanics. The Tractor Kirovets K-7M is suitable for both children and adults, making it a great family activity.

The Black Cat mechanical wooden puzzle is ideal for anyone who loves puzzles and cats. This unique and challenging puzzle features a beautifully crafted wooden cat that comes to life with intricate gears and levers. The puzzle is also a great way to learn about mechanics and engineering, as users can see first-hand how gears and levers work together to create movement.

Flair GP

0208

643

0320 | sales@flairplc.co.uk

The Flair GP portfolio has expanded its creative brands with the Bildo Play-Doh Blocks, which combines the much-loved dough compound with hybrid building blocks, offering kids a unique creative and sensory play experience. Arriving next month, the launch collection will comprise eight SKUs, which deliver both value for money and play value, spanning entry point starter sets to larger playsets such as the School Play ‘n Learn Blocks Playset. Flair will support this innovative range with an impactful marketing campaign to

Kids can make their own quirky DIY plush pals with Ruffle Fluffies. Each kit comes with a moulded body to assemble and fluffy pom poms that attach with suction cups. Once the pom poms are connected to the body, kids simply ruffle and fluff to create their finished plush, then the included accessories complete the look. There are four Ruffle Fluffies to collect and each has its own special feature. Unity the Unicorn has a colour-changing horn, Lana the Llama’s head turns, Layla the Lion’s head bobbles and

The Puzzle & Grow collection lets kids build, plant and grow their very own magical garden; from seed to flower, these puzzle planting kits create a kingdom that’s fit for fairies or unicorns. Children begin the fun by pushing out the puzzle pieces to build their very own 3D Fairy Treehouse playset or Unicorn Garden. Then, after filling the planting trays with cotton wool/soil and planting their seeds, all that’s left to do is water them and watch their garden grow. Designed to be small enough to fit on a windowsill, these sets are a sustainable choice which contain no single-use plastics in the packaging, the paper/card used is sustainably sourced or recycled and all disposable retail packaging is recyclable.

0208 049 1377 | epochmakingtoys.com

sales@epochmakingtoys.com

Aquabeads welcomes several new lines and innovation to its portfolio for 2023. The original stick-with-water bead brand launched the Aquabeads Nail Studio in January and introduced shiny beads throughout the range, which gives creations a beautiful shimmery look. Fun and safe for children four years and above, Aquabeads is simple to use, by placing the beads on the layout tray, spraying with water and watching as they magically stick together. With no heat or glue required, all sets mean kids can craft independently.

The new Aquabeads Disney Princess Nail Studio allows kids to create magical mess-free manicures with just a simple spray of water, in true Aquabeads style, meaning no gluey fingers or smudged nail polish. Complete with 56 nails and 120 Disney princess-themed decorations in eight colours including bows, stars, flowers and hearts, there are 40 different designs to make featuring Cinderella, Jasmine, Aurora, Rapunzel, Belle and Ariel. They are easy to create by applying water and waiting three minutes and are reusable so can be worn several times. The set comes with pink tweezers, a water nail ‘polish’ bottle with brush, a cute bow-shaped case, stickers and full instructions. Two themed refill packs, Fancy and Dreamy, are also available.

The Aquabeads Dinosaur World Set launched earlier this year. The complete set features 1,200 star, solid and jewel beads as well as the new shiny beads, allowing kids to create their own pre-historic world and even be able to wear their dino-themed creations with the included keychain accessories.

The Deluxe Craft Backpack launches in July and will be the latest addition to the brand’s portable range which allows fans to take their Aquabeads with them wherever they go. Featuring 1,000 beads, the Deluxe Craft Backpack can be fully personalised by attaching creations to the outer shell and the straps. It also includes a flip tray, double-sided Aquabeads pen and template sheets for inspiration.

A further addition to the range for July 2023 is the Disney Princess Dress-Up Set which is perfect for accentuating the princesses’ dresses and adding sparkle to the wearable tiara included. Including the new shiny beads, the set also comes with keychains, pendants and rings to make a selection of wearable accessories.

The brand will benefit from above and below the line marketing support across the summer and autumn/winter periods

Guidecraft

07725

833 273 | www.guidecraft.com

Guidecraft, which has been creating naturally inspired children’s toys for over 50 years, emphasizes the importance of open-ended play, the beauty of organic loose parts and the significance of hands-on learning through children’s connections to nature. Through a range of products that are educational, Guidecraft encourages kids to use their imagination in the classroom and beyond through creative play.

The Guidecraft Discovery Frames set is designed for children aged three and over to experiment and create through tactile and sensory exploration. The set includes a large square, triangle and circle-shaped frame as well as long twine pieces for weaving. Combined with found loose parts, natural materials, colourful ribbons, photographs or other craft materials, the frames can be used as beautiful canvases that encourage abstract expression.

Included with each set are six doublesided concept cards which feature real-life imagery and example designs that will inspire creativity and spark exploration with layering and patterning of new materials in a variety of environments. As seasons shift and interests and skills evolve, the designs kids create will naturally shift and flourish as well.

Haico

0161 457 8085 | www.haico.co.uk

Haico has developed a new Kiwi Craft and Kiwi Mini-Craft range, designed to appeal to kids of every age. The craft options chosen have been carefully selected to promote learning and development skills in children, incorporated into a diverse range of activities and themes, spanning varying levels of ability. The products are also easy to pick up and carry on the go.

Haico has included a variety of themes across the range such as construction, animals and rainbows so that there’s something for everyone. Options range from painting Rainbow Suncatchers to creating a Lion Keyring. The company also continues to promote arts & crafts classics such as Paint your own Mug and Rock Pouring Art.

Haico has found that the unicorn theme that has been one of its biggest trend. Kids can fashion a unicorn out of mini gems or a craft one out of felt with the Kiwi Craft range. A best seller is the Bead Art kit that includes a peg board, tracing paper, melting beads and full instructions to create a beautiful unicorn.

Haico also has Monster Truck themed Felt Art in its MiniCraft range and Colour your own Velvet Art. The Mudlife and Construction Felt Kits contain a large felt board which kids can use as the foundation for their designs, alongside a variety of smaller shapes to complete the creations. The Velvet Kits include five felt tip pens to choose from, so that the designs can pop with colour.

With the cost-of-living crisis, Haico has striven to hit pocket money price points whilst also maintaining the value of each product, making the kits an effective and affordable way for families to encourage their children’s creative thinking and problem-solving skills.

Character Options

0161 633 9800 | www.character-online.com

sales@charactergroup.plc.uk

Budding artists and creative kids are well catered for with the Character Options portfolio. Simbrix appeals to the inner artist, inviting kids to create and customise their very own pixel art. Simbrix is a unique building system which allows kids to connect, create and play one brix at a time. Simbrix are totally mess free and do not require any ironing, glue or water. The Simbrix are simply interlocked to construct amazing 2D and 3D designs, and are reusable, so kids can rebuild time and time again for endless creative play.

Designed for kids of all ages, the range can help kids reconnect with their imagination, encourage creative thinking and allow for fantastic play experiences. Simbrix also combines elements of STEAM learning providing educational benefits. There are starter packs, themed packs and special feature packs with over 3,000 pieces. The Simbrix Maker Studio is the ultimate set for little artists, with a carry case that holds 4,800 Brix in 16 colours and comes with multiple template cards.

The market-leading Shimmer ‘n Sparkle collection has lots to inspire creative, fashionable kids.

The Glitter & Gem Lip Gloss Locket Set provides everything required to mix and make colourful, swirled Lip Gloss Lockets. Once created, children can turn their lip treats into jewellery accessories. The Sparkling Headbands and Barrettes set allows kids to create stylish hair-wear jewellery, including sparkly and beaded headbands with embellishments, and sparkling fashion barrettes.

Pat Avenue

01604 678780 | enquiries@patavenue.co.uk

Exclusively distributed by Pat Avenue in the UK and Ireland, Hama is the original arts and crafts bead brand that offers a creative challenge for ages three and over, with an ever-growing collection of fun and affordable products to pick from.

The possibilities are endless with Hama as kids can play in multiple ways – the most popular is to place Hama beads on reusable pegboards to form creative patterns, then fuse them together using an iron.

New lines this season include the 2,500-bead new Pet Salon Gift Set, the 4,000-bead Fashion Girls Large Set and the 6,000-bead Hama Art Bouquet and Succulents Sets. Each allows budding artists to create a host of beautiful designs. For that next-level artistic set, there is the 10,000bead Hama Art Paul Klee, inspired by the works of the Swiss-born German artist.

Also new this year are the Large Blister Packs, which come with two pegboard designs. At pocket money prices, Hama blister packs make great starter sets or projects for a rainy day. They’re available in fun designs such as dolls, dinosaurs, cars and butterflies.

Meanwhile, Hama Maxi beads are the ideal size for smaller hands, with each bead measuring 10mm. Hama’s newest Maxi Green Tub 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. This activity helps pre-schoolers tune their fine motor skills, logical skills and stimulate creativity.

Hasbro

0208

569 1234 | www.hasbro.co.uk

Hasbro’s popular Play-Doh Kitchen Creations range continues to expand, and this year Play-Doh fans can create pretend cakes, cupcakes and cookies with the Play-Doh Kitchen Creations Magical Mixer Playset. Aspiring pastry chefs can pretend to bake by placing one of the two PlayDoh treat mould trays into the removable bowl, filling each mould with Play-Doh modelling compound and 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 even more Play-Doh candies, toppings and decorations with the half-moulds on the side of the toy mixer. This Play-Doh playset includes 10 ounces of non-toxic modelling compound in assorted colours and makes a fun arts and crafts activity or gift for kids three years and up.

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 playsets. The Play-Doh Picnic Shapes Starter Set is aimed at kids aged 3+ who can enjoy 12 tools, six Play-Doh colours and a toy picnic basket to store everything. As kids explore basic shapes like squares, circles and triangles, they can use their imaginations and stack those shapes into Play-Doh sandwiches. They can imagine pretend picnics with silly snacks and bugs on the picnic blanket side of the playmat or flip it around for fun shapes sequencing activities. Kids three years and above can hop into 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. Lilypads and butterflies can be produced with the cutters and four fun size one-ounce Play-Doh modelling compound colours. Parents can engage them in fun sorting and matching activities by sorting the bugs by colour on the playmat.

MGA Entertainment

0845 0533 333 | www.mgae.com

MGA Entertainment launched MGA’s Miniverse in the US late last year with a social media campaign, a first for the global toy brand. Since then, the ‘kidult’-targeted brand has had great success, selling more than 1.5m balls to date and earning its way into theTop 5 New Toys.

MGA’s Miniverse launched in the UK just over two months ago and the success has continued, racking up follower numbers across its social media channels and partnering with some of the biggest crafting influencers on TikTok including Kira Goode who boasts more than 700,000 followers and 32m likes.

The range launched with two food themed collections: Make it Mini Food Café Edition and Make it Mini Food Diner Edition. The brand combines the two latest TikTok crazes, miniature items – in particular food – and crafting.

The love for crafting accelerated, and the trend of ‘mini-crafting’ emerged, amid the global pandemic and has risen at a rapid rate. As people adjust to the new pace of post-pandemic life and the stresses of work and school, kids and kidults alike are leaning into hobbies away from screens, prioritising their mental health.

The miniature collectible brand is the perfect way for collectors to embrace their creative side, delivering hands-on fun and offering an engaging method to craft in their own unique way, as well as offering an aesthetically pleasing way to display their personalised creations.

Each collectible comes in blind packaging – a ball that is peeled open to discover individually wrapped tiny ‘ingredients’, kitchen accessories and a mini recipe card that come together to create delicious-looking culinary creations. Consumers follow the recipe card using all the intricate utensils and ingredients to create their food masterpiece which hardens in daylight or UV light for permanent display. These craftable collectibles are not for eating but offer miniature lovers and craft enthusiasts an engaging activity and display to add to their mini collections. Retailing at below £10, the pricing is representative of MGA’s ongoing mission to provide smaller and more affordable toys amidst rising inflation. Not only Is the range highly detailed and affordable, MGA’s Miniverse is a mini collectible that users can prep, set and collect.

0203 417 6565 | trade@craftbuddyltd.co.uk | www.craftbuddyltd.co.uk

Craft Buddy, the company behind the popular diamond-painting brand Crystal Art, continues to evolve as creative play grows in popularity among kids and adults.

The new range of Crystal Art Buddies enables users to make their own sparkly, collectible wooden figurines using the Crystal Art technique. 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 20-30 minutes to make, and the kits contain all the tools, crystals and instructions needed to complete the project. Series 1 was launched last year and includes 25 Buddies with popular characters from the Disney, Marvel, Star Wars and LOL! Surprise universes. This year sees the launch of series 2 which features over 30 characters including new licensed designs. Each Buddy is approximately 11cm in size and comes with a laser-grade plywood base.  A whole collection of Paddington Crystal Art items has also just launched including stickers, cards, canvas pictures (30cm x 30cm), notebooks and a buildable London scene featuring a Crystal Art Tower Bridge, red London bus and the loveable bear from darkest Peru. The new Star Wars Droids Hanging Scroll kit contains everything required to create a 35cm x 45cm Crystal Art hanging scroll, while the Star Wars Keyring Kit makes three keyrings with sturdy metal rings. Crystal Art Keychains make the perfect gift; there’s a new LOL! Surprise Key Ring Kit as well as Little Mermaid and Star Wars varieties featuring all the most popular characters.

The new LOL! Surprise Crystal Art Secret Diary kit contains a 48-page lockable diary plus all the crystals required, a tray, pick up pen and jelly wax, while the new LOL Surprise Neon QT Accessory Bag comes with a 21x25cm bag to decorate.

The Winnie the Pooh Crystal Art 3D Scene transports kids to the whimsical world of Winnie the Pooh, Rabbit, Piglet, Eeyore and Tigger. At 18.5cm x 10cm x 25cm, this wooden 3D scene creates a magical wonderland to brighten up bedrooms.

Crystal Art Marvel Foldable Storage Boxes come with everything needed to create either a Spiderman or Iron Man 30cmx30cm foldable storage box including all resin gems, two pick up pens, two trays and jelly wax. Disney Crystal Art Notebooks come in Minnie, Little Mermaid, Lion King and Moana designs and contain 50 lined pages. They are 26x18cm in size and come with everything required to produce a beautifully decorated notebook.

Disney Crystal Art cards are available in two sizes, with either Christmas and general greetings cards featuring Bambi, Winnie The Pooh, Mickey, Minnie, The Lion King and Frozen

PlayMonster UK Limited

01628

488944 | www.playmonster.co.uk

trade@playmonster.com

PlayMonster UK is boosting its arts & crafts line-up with more popular brand launches. The company is expanding the iconic Spirograph portfolio with new ways to play, unveiling new FabLab sets, introducing new Craft-Tastic and WWF Wild Scenes ranges and launching new Puffy Charms. In addition to this, My Little Pony is joining the Fuzzikins range.

Playmonster UK’s successful Spirograph range has three new launches for 2023. Spirograph Window Designer allows children to create and layer spiral designs on windows or mirrors, which can be easily wiped away. For on-the-go fun, a Spirograph

Electronic Doodle Pad is the first 100% mess free and digital way to create amazing spirograph designs. Spirograph Neon, launching autumn/winter 2023, is a vibrant kit with which kids can create countless Spirograph designs with four neon colours and bold black accents.

The leading fashion & creative role-play range FabLab will expand the creative arts & craft offering with the new Soapy Sculpts. Soapy Sculpts feature a unique range of fragranced soaps that can be moulded in to four beautiful sculpts including cactus, avocado, pineapple and an ice cream scoop. Once set, children can then display their soap mould on the display pot or gift to friends and family.

Winner of the Toy of the Year Award 2022 in the Specialty Toy category is Scavenger Hunt Potions. Known for the fun and creativity it inspires, along with a true appreciation for the wonder of nature, the Craft-tastic Nature Collection range also includes a Bug Hotel, Butterfly House and Scavenger Hunt Journal.

The WWF Wild Scenes Grow & Play range helps transform the future for the world’s wildlife through play. Made entirely with recycled and recyclable materials, the Wild Scenes Grow & Play sets enable kids to grow and preserve amazing green habitats with four sets to collect featuring orangutangs, tigers, elephants and pandas.

New playsets expand the magical My Fairy Garden range which encourages children to interact with nature and develop a love and care for the environment through open ended, imaginative play. Kibo’s Corner features Kai the Water Fairy and Marigoldfish friend Kibo, while Hoglet’s House features Tara the Earth Fairy and her adorable Hedgehoglet friend Twigs.

The new Ann Williams Puffy Charms range creates colourful charms featuring cute and retro icons, animals and characters. Kids can make stylish bracelets and necklaces or decorate pens, shoes, bags with a cute accessory.

The popular Charm Jewellery range will be relaunched as a sustainable range featuring 100% recycled plastic and recyclable packaging and materials. Autumn/winter sees the introduction of new Pet Charm Jewellery which includes 10 metal and enamelled charms, PCR heart bead frames, cords and clasps.

My Little Pony is joining the world of Fuzzikins. Now kids can colour, rinse and recolour with Sunny, Izzy and Pipp. Each pack comes with cutie marks stamper pens, stickers and pony

Basic Fun! UK 0118 925 3270 | Tim.Ives@basicfun.com

Following another successful year for Basic Fun!’s Lite-Brite brand, which allows users to create art through coloured lights, the company is introducing Lite-Brite Touch.

Lite-Brite is a classic activity that combines peg art with light, allowing kids to create beautiful pictures that glow. A fun and easy activity that can be enjoyed by all ages, the range has fresh additions to generate new interest. The latest innovation Lite-Brite Touch will launch this autumn, bringing the classic brand to the latest generation of kids and teens. At the touch of a button, kids can create light designs, animate their art and save their digital artwork. They can also play three games, extending the light-up creative fun: Break, Match and Snake.

Kids can now also create light art in mini as Lite-Brite is now available in a smaller version for at-home, on-the-go or office desk. Mini-X Connect connects to other Mini-X Connects to create giant canvases using the connecting straps included. All four sides are connectable.

Children can experiment with layering, patterning, and abstract expression using Guidecraft Discovery Frames. Layer found materials and natural loose parts to heighten sensory and artistic exploration, or showcase personal trinkets and photos to encourage emotional connection through creation. The large, translucent frames in square, triangle and circular shapes feature notches and holes for weaving and lacing using the twine included in the set. Enhance imaginative play and provide creative inspiration with 6 double-sided concept cards.

G6779 Discovery Frames

Set includes inspiration cards, frames and string.

Ravensburger

01869 363 830 | www.ravensburger.com

Named as Europe’s Top Gaining Arts & Crafts Toy Property at the 2023 NPD Toy Awards in Nuremberg earlier this year, the CreArt painting by numbers range from Ravensburger will welcome additions across both children's and adult ranges in the second half of 2023.

Following the recent launch of a trio of sets by artist Pixie Cold, the company further expands on its featureartist adult CreArt portfolio with three new products showcasing the contemporary imagery of French digital illustrator, Jolane. The fresh and striking designs offer new and seasoned painting by numbers fans a unique artistic escape. These will complement the wider adult portfolio, which brings together designs appealing to all tastes, from scenic escapes to colourful pop art styles and minimalist landscapes.

Younger artists, from the age of seven, will enjoy new introductions such as Sonic the Hedgehog, which joins other popular licences in the collection, including Harry Potter and Pokémon. Like other children's CreArt products, the preprinted canvas features coloured guidelines to help build confidence and ensure a professional finish, and a useful frame is included to showcase finished artwork. Other new additions for budding artists include a Winter Fawn. All CreArt sets include a high-quality canvas, acrylic paints and a fine-point paintbrush, plus additional content such as a painting guide and a handy palette to hold paint pots. Ravensburger will continue strengthening this growing brand with an ongoing marketing

Make It Real

01613 024 100 www.makeitrealplay.com

A trailblazer in the tween activity and accessories space, Make It Real’s continuous growth has been fuelled through strong relationships with its business partners and a maintained commitment to innovation, quality and beautifully designed packaging.

Simba Smoby Toys

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

Budding florists and crafty kids can use the Smoby Flower Market to design and construct their very own flowers using the manual press. Included is a wide selection of colourful fabric flower petals as well as stems and other flower parts. Children can enjoy hours of creative play as they make up a variety of beautiful flowers. Once created, children can display their floral creations using the Flower Market stand itself or the vases, tubes and paper cones that are included with the set.

Kids can promote their products with the booklet, decorate their stand with the stickers and then sell their creations, taking pretend-play payments from customers with the toy card machine. Should they fancy a refresh, they can take the petals apart to create brand-new flowers.

Reflecting the latest step in Make It Real’s continued growth in the craft space, and on trend with the miniature craze, is Make It Real’s highly innovative autumn 2023 release Mini Pottery Studio. The Mini Pottery Studio allows tweens to create their own mini pottery masterpieces without expensive classes and hassle: the product is mess and noise-free and uses air-dry clay. The patented centring tool is a great example of Make It Real’s innovative attitude towards its products and makes experimentation and quick results more accessible. Tweens can progress from beginner to master levels as they bring their clay creations to life.

Another autumn 2023 season highlight is Make It Real’s Party Nails: Glitter Nail Studio. Tweens can create 500 glittery nails by choosing from five colours of glitter, applying the Sparkle Primer to a nail, then inserting their finger into the Sparkle Spinner. A glitter vortex forms around the nail, transforming it from plain to sparkly in seconds. The product offers a fresh new way for tweens to get creative and express their unique style.

Sambro

Leading global supplier of licensed and own brand toys, Sambro International offers an extensive range of arts & crafts toys to inspire kids to enjoy creative and imaginative play and support development.

Arts & crafts is one of Sambro’s primary sectors, working with some of the world’s biggest and most well-known licensors such as Disney, Paramount, Mattel and Hasbro, with properties including Paw Patrol, Peppa Pig, Barbie and Stitch.

Sambro is a trusted supplier delivering valuedriven and innovation-led ranges for customers across the UK and EMEA regions. New product ranges, which are fast becoming popular with retailers, parents and children include the Paw Patrol Chase’s Craft Cruiser which has been developed in liaison with Paramount. The innovative caddy is packed to the brim with arts & crafts goodies and inspires developmental play thanks to its hidden activity functions such as the trunk which doubles up as pencil storage and wheels disguising pencil sharpeners and erasers. The caddy is finished with a Chase character Bops n’ Tops stamper, making it truly unique.

When it comes to own IP products, Sambro’s award-winning Love & Hugs range excels in the creative arts & crafts pamper arena. Specially developed to inspire creative play, the collection, which has been influenced by the latest TikTok beauty trends, features a host of beauty crafting activities. The 20-strong range includes many best-sellers including the DIY Bath Bomb Maker, Bracelet Maker, Hair Beader, Body Art and the Super Soaper soap maker – perfect for kids and the young at heart to craft their own social media worthy creations.

Brand new for autumn/winter 2023, Sambro will launch an exclusive range of Monster High products with Mattel, perfectly timed for the release of the latest movie this Autumn. Popular products in the range include the Monster High Ghoul Station, the Scream Printer, plus Patches & Pins sets and the Decorate and Reveal Craft Coffin. This hugely popular pocket money craft line comes as a blind pack, with eight crafty surprises and a secret Monster High character lurking inside.

Sambro’s already extensive arts & crafts range will continue to grow with new stationery and crafting licences to be launched in autumn/winter.

SES Creative

01304 746 030 | www.ses-creative.com |

sales@ses-creative.co.uk

SES Creative has been providing children with arts & crafts products for 50 years, and 2023 sees a number of new additions join the company’s existing range of products. SES Creative best-sellers focus on the development of fine motor skills or insight development and include the likes of the Butterfly and Unicorn casting and painting sets. The sets include detailed moulds that produce fantastic results as well as fast drying plaster. The paint stimulates creativity yet is easy to wash off skin and textiles. New additions such as Forest Animals or Fantasy Dinos offer kids even more choice.

SES Creative’s Blow airbrush pen range welcomes magic colour changing features this year. The new sets allow kids to decorate different dinosaurs with blow pens that ‘magically’ change colours as they go.

Best-sellers within the company’s Hobby 1-4 collection include the popular Fingerpaint and Crayon Beads. SES believes it is important to offer a variety of arts & crafts options that cater to different interests and skill levels. Inviting even the youngest children explore their creativity, SES Creative ensures that all products within Hobby 1-4 are extremely safe, washable from skin and clothes and, most of all, fun to play with. The newly introduced animal-themed Dough Activity cards are a fun activity for parents of young children to get involved in, as they help their little one develop fine motor skills through SES Creative offers a wide variety of products for older children, catering to all interests and personalities. Newly introduced products such as its flower press art range: Inspired by Nature, show children what they can do with natural materials like flowers within the arts & crafts space. The company’s classic woodwork sets allow kids to build anything within the limits of their imagination while exploring what they can do with real tools. From scratch art and simple iron-on beads to big, impressive creations made with Beedz Art sets, SES Creative’s portfolio contains myriad products for exploring creativity and discovering new talents.

23571 Pokemon Classic Series D

Curious Universe

01225 614 310

www.curiousuniverse.co.uk sales@curiousuniverse.co.uk

A sparkling fusion of toy and craft, Crystalverse opens a new world of creative play for ages six plus with a focus on promoting imaginative play, collecting and customisation. Crystalverse introduces the ‘crystalcorns’ – a squad of cool, cosmic characters each with their own biography and personality.

The glittering galaxy which plays host to the crystal-corn friends is an intergalactic playground for super stylish Kiki, chilled out Starlana and energetic Apollo, who each come complete with their own in-pack collectible character card and can be decorated with the crystals included. The range includes competitively priced Introductory Sets including a Baby Unicorn, 150 customisable crystals and character card; mid-priced Main Character 3,000 Crystal Packs, and the ultimate Twin Unicorn Packs complete with baby unicorn, two-character cards to embellish and over 5,000 crystals. Launching into the UK in Summer, Crystalverse will be supported by a targeted 360-degree marketing campaign incorporating digital and mainstream media, influencer outreach, high profile PR activation and in-store events.

Depesche

01159 475 200 | www.depesche.com | office.uk@depesche.com

Depesche focuses on developing new ideas, creating innovative products and setting new trends. Thanks to brands including TopModel, Miss Melody, Ylvi, Dino World + Action and Princess Mimi, children in over 41 countries can immerse themselves in the world of catwalk models, horses, rainbow-coloured unicorns and impressive dinosaurs.

Depesche’s TopModels Creative World range comprises cute stickers, creative colouring books, up-to-date beauty items or cool school products, meaning kids can set their imaginations free as they make their ideas come to life.

All the company‘s SKUs come in their own CDUs for easy in-store display. Support also comes in the form of Depesche’s very own comprehensive range of Point of Sale across all its brands. Social media is important too: the company‘s brands, especially TopModel, have thousands of followers across Instagram, Facebook, Pinterest, YouTube and TikTok. The TopModel website provides fans and anyone interested in the TopModel world – which is full of fashion, friendship and fun - with exciting facts about the lives of the 14 TopModels.

Miss Melody is ideal for horse lovers. Creative paper products such as the Miss Melody Number Stickers Book and Mini Magic Scratch Book are accompanied by adorable school stationery accessories, bags, and jewellery/beauty products.

The colourful world of Ylvi is brimming with fantastic unicorns, magical ponies and cuddly Minimoomis. The range includes the Ylvi Neon Colouring Book Set, Ylvi Aqua Magic Book, Ylvi & the Minimoomis Magic Scratch, Ylvi Gel Pen Set 5 Rainbow Colours and Ylvi Duo Colour Pencils.

Dino World brings primeval action to little adventurers. Perfect for fans of dinosaurs and deepsea creatures, Dino World + Action offers colouring and sticker books, pencil cases, school accessories and much more, featuring formidable dinosaurs such as T-Rex, Triceratops and Brachiosaurus

The Princess Mimi range of products is tailormade for younger kids and is also ideal for those with special needs. The creative books have pictures to colour in, items to craft and stickers to brighten up the pages, all of which help children build their very own talents and skill sets through play.

Bachmann Europe

www.toyway.co.uk | sales@toyway.co.uk

At this year’s Spring Fair, Bachmann Europe launched its new distribution line: PepPlay. This new range of children’s arts and crafts products is suitable for ages 3-10 and features colourful designs to appeal to both children and parents alike. Stock has now arrived for delivery.

PepPlay is a premium eco conscious brand, with many of the products designed to be reusable and recyclable. The products are non-toxic and conform to all safety standards. The range is made up of around 20 products initially and includes Reusable Doodle Placemats, Sticker Puzzles, How-to-Draw books, Origami Art, Dough Art, Velvet Colouring Cards, Painting by Numbers, 3D Model Kit and No Sew Pillow Kits.

The reusable Doodle Mats are a particular highlight and come in a range of designs. The placemats are designed to make mealtimes fun at home or on the go. They are printed with fade proof black ink on food grade, non-toxic Polymer sheets and are BPA free. Once kids have coloured in the pictures, the mats can be wiped clean and are ready to be reused again.

The Colour by Paint and Number book features full-page exclusive drawings of a wide variety of dinosaurs including tyrannosaurus rex, stegosaurus, triceratops and brontosaurus. All of these creatures roam through this beautifully designed colouring book, enjoying their prehistoric habitats with trees, mountains, volcanoes, rivers and more. A unique paint palette is added to each of the 16 perforated single-sided pages. With a wet paintbrush (included), little artists can enjoy painting with no messy paint spills.

The Make your Own Unicorn Pillow can be made entirely by a child. With minimal parental guidance, it is an easy three-step activity. Kids simply add stuffing, knot the pillow ends together and decorate.

All of the products are portable and make ideal travel activities, keeping kids occupied in their seats for hours.

Maped Helix

www.mapedhelix.co.uk | Scott.Goodman@mapedhelix.co.uk

Maped is extending its popular Creativ range of toys and activities to help families get creative this summer with exciting and innovative new additions such as the Imagin’Style bracelet machine. The set includes everything needed to create 20 unique and colourful bracelets using Heishi beads. The Maped Creativ range also includes a wide selection of unique modelling kits, travel boards for being creative on the go and drawing machines such as the best-selling Maped Creativ Lumi Board which allows children to learn to draw with the help of light projection. The Lumi Board features 250 different fun and exciting pictures to draw, covering five levels of difficulty to support and aid development, allowing chidren to improve little by little.

Maped’s My First range gives parents the perfect opportunity to immerse themselves and their toddler in messy play whilst developing their child’s fine motor skills and love of art. Aimed at ages one to three, the range features products that are specifically designed with the youngest artists in mind and are both easy and safe to use, ideal for fun quality time with toddlers.

The range includes brightly coloured Baby Crayons made of soft wax with a rounded handle which are ideal for babies from age one. Also available are Jumbo Felt Tips, Colouring Pencils and Wax Crayons for young children learning to grip. For babies and toddlers that are more hands on, My First Finger Paints are available in four bright colours that are dermatologically tested and made up of a smooth texture that doesn’t drip.

For more experienced budding Picassos, the new Maped Color’Peps Infinity coloured pencils offer a new twist on the traditional colouring pencil. The innovative design means that they last 10 times longer than standard colouring pencils, and as there is no wood or resin casing, they won’t ever need sharpening. Other products in the Color’Peps range include Maped’s Glitter, Magic and Window Felt Pens, all offering children a new experience when colouring and being creative.

For more information about Maped Helix products, including the Maped Creativ and Color’Peps ranges, visit the company website or get in touch on the contact details above.

Clementoni

020 3206 1397 | www.clementoni.com | clemuk@clementoni.com

Clementoni is shaking up the Arts & Crafts category with Pen Lab, an innovative craft lab which allows kids to make lots of colourful pens in their choice of ink colour, plastic nib and housing. The pens can also be styled with the included embellishments and charms. Simple yet fun, Pen Lab offers a high level of personalisation, making this a great kit to enjoy solo or with friends.

One For Fun

0141 613 2525

| www.oneforfun.com sales@oneforfun.com

One For Fun’s simple Aqua Jelly craft sets let kids create their own super squishy characters in multi or mono colours. Young artists simply mix the components into one of the moulds provided and then select the colour combination they want to use. The mould is then submerged in water to set the creation, ready to be squished and squashed. Each Unicorn- or Undersea-themed set includes six moulds, six colour gel tubes and a quantity of setting powder.

One For Fun also offers the perfect outdoor craft project: the Colour Your Own Cardboard Playhouse from Tobar. Simple to build and fun to decorate, kids slot together the house (no fixings or glue needed) and then let loose with crayons and pencils on the pre-printed design. The Colour Your Own Cardboard Playhouse is ideal whatever the weather, indoors or out. A Colour Your Own Tent version of this classic outdoor/indoor art project is also available, in Unicorn and Dinosaur themes.

Loom Twister bands are back and selling like hot cakes. Kids can choose from a huge variety of colours and options including gift sets and refill bags.

01392 281 927 | www.tomy.com

The arts and crafts space remains a key focus of Tomy’s throughout 2023.

Following its launch in May 2022, Tomy’s leading air-dry clay offering, Hey Clay, has taken the UK market by storm, proving itself to be a firm favourite among consumers. The rangewhich combines artistic properties with digital modelling experiences – is set to expand its collection further in 2023. Among the new additions will be a new large can set, Forest Animals, as well as a new six can set. New packaging has been designed to attract consumers, helping the product to stand out on shelves via the use of bright and engaging colours which complement the narrative of the creatures featured in the sets.

Tomy’s Jixelz will see a re-brand with new products launching this September. The new additions will feature colourful designs specifically targeting 6–9-year-olds and will continue to build on the success of the brand and further expand Tomy’s ever-growing arts and crafts portfolio.

Another popular brand under Tomy’s Arts and Crafts umbrella, Megasketcher features almost 30 years of heritage within the industry and has become a classic in the marketplace due to its reusable drawing boards. This September, Megasketcher will be launching a new Mini version, perfect for fun on the go. Featuring a pen, shaped stamp and a compact 14 x 10 x 5 cm quality screen, the Megasketcher

Mini encourages creativity without the need for lots of paper or art supplies.

Aquadoodle also remains a firm favourite amongst parents seeking a mess free solution when it comes to arts and crafts activity. In 2023, the brand continues to focus its product strategy on the core 18-month age demographic through colourful

Brainstorm

01200 445 113 | www.brainstormltd.co.uk

Brainstorm’s ever-popular distribution line Eugy continues to accumulate new customers thanks to its diverse range that spans multiple retail channels. Initially launched by Brainstorm in 2019, Eugy is a range of 3D craft models made from environmentally friendly, biodegradable card and natural eco-friendly ink, put together with non-toxic glue. Each model is built by following a simple number sequence and children will enjoy creating and collecting them all.

There are currently 53 Eugy models in the range including Squirrel, Moose, Holstein Cow and Unicorn Sky, with more added in phases throughout 2023 including Red Dragon. Brainstorm has invested heavily in the brand with FSC eco-friendly POS to ensure retailers can benefit from the product’s eco-credentials. An eye-catching FSDU enables stockists to showcase the products to maximum effect, while those who find space is at a premium can opt for a sustainable CDU.

My Very Own Fairy Cottage Keepsake Box is a cute craft kit that taps into the air-clay crafting trend while allowing children to design their very own fairy-inspired keepsake box. The lid can be accessorised to include an airclay toadstool home for adorable fairy and unicorn figures, made using three types of easy-to-use air-drying clay including bubble for vivid green grass and glow clay so the craft glows in the dark. The set includes moulds to help create shapes and a step-by-step guide.

The Original Glowstars Company is an iconic brand. Brainstorm has introduced plenty of innovation to the range, including a huge selection of glow in the dark products that can be used to decorate walls and ceilings. The company has also developed the brand to incorporate a craft element with Glow Window Art. The set includes peelable glow window decorations in more than 60 designs. Children can choose one of these or create their own. Decorated using one of five different coloured glow paints, the finished glow creations can be easily stuck to windows, mirrors and more when dry. The bumper value pack comes with two beautiful glow suncatchers that can be displayed on the included stands or hung in a window. The glow paints can be charged with light during the day, ready to watch them glow at night.

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: Big Potato, IMC Toys, Eolo, Explosm, Funko, Hachette, MGA, Zuru

Cyanide&Happinessgames Explosm

www.explosm.net

logistics@explosm.net

US-based Cyanide & Happiness started in the early 2000s as a webcomic and has since expanded its brand to include TV shows, video games, card games and a YouTube Channel with over 11m subscribers. The iconic characters are ready to bring laughter to game nights and parties by expanding distribution around the world.

The latest addition to the roster is the “messed up dating game”, Master Dater, where players get to unleash their creativity by designing wacky and lovable characters, all while vying for each other's attention and affection by pandering to some of the quirkiest dating interests imaginable.

This strategic game, which was successfully crowdfunded last year, is the first in a new series of products set to expand the brand line into new and exciting territory.

The popular Joking Hazard is an “extremely not-for-kids” card game which encourages players to compete with friends to complete an awful (-ly great) three panel comic, with millions of possible combinations.

L.O.L.Surprise!

MGAEntertainment BubbleSurprise

0845 0533 333

www.mgae.com

L.O.L. Surprise! Bubble Surprise Dolls feature all-new innovation, 12 fan-favourite characters and a unique bubbling foam unboxing feature that reveals a hidden tot and several surprises. Kids simply mix water and the included 'sugar' and 'spice' found within the ball, then twist to watch the bubbles fizz up and change colour, revealing the surprise doll. This all-new series is out this month.

Other Bubble Surprise lines include: L.O.L. Surprise! Bubble Surprise Lil Sisters, 12 tots with unique colour change features from hair colour to new outfits; L.O.L. Surprise! Bubble Surprise Pets, 12 fanfavourite pets each with fizz surprises to discover; and L.O.L. Surprise! Bubble Surprise Deluxe, which includes an exclusive tot doll, Lil Sister, Pet, two outfits, two pairs of shoes, a bottle and colour changing fizz.

esh

CraniumClassics Funko Games

020 3376 3223 • www.funko.com

Funko Games is strengthening its relationship with Hasbro through an exclusive multiyear licensing partnership to reimagine the iconic party game: Cranium 25th Anniversary Edition. This partnership between the two powerhouse names in boardgames will see a refreshed line of Cranium classics as well as a new original children’s game launching this spring.

The Cranium 25th Anniversary Edition was the fastest-selling independent boardgame in 2001 and has returned for a new generation of party-gamers. Existing fans who grew up with Cranium can also reconnect with the original fun but with a fresh retro-sleek and redesigned gameboard capsule that also serves as storage for the game’s components.

The anniversary edition includes 800 new activities across 200 cards and 18 activity categories so everyone has a category to dominate in, whether it be sketching, acting, humming, sculpting, picture-puzzling or word unscrambling.

Accompanying the classic game are three other Cranium games: Cranium Hullabaloo, now adapted for the digital age with appdriven game modes and game play; and the all-new Cranium Big Brain: Detective which sees gameplay focused around an 880 square-inch game board, with hundreds of mysteries to solve. Cranium Hoopla, a lighter, faster, portable version of the original party game is also available for gaming on-the-go.

MegaGross Minis Zuru

www.zurutoys.com

sales@zuru.com

Having kick-started the global minimania collecting phenomenon with the launch of its best-selling Mini Brands collectibles, Zuru has now launched a parody collection of miniatures called Mega Gross. The Mega Gross Minis feature over 36 spoof replicas to collect, imitating favourite lifestyle brands spanning categories such as food & drink, technology, social media and toys. Each Mega Gross capsule includes five different gross surprises to uncover, and once opened, can be reused for storage of the minis. The minis include the McMaggot Burger, complete with larvae cheese and maggot sauce; Vomito’s Pizza; Unhappy Meal; Pickers chocolate bar; Snotverse shoes; Rot Dog and the iPoo laptop.

Mini Brands is a proven social sensation and is cited as the most liked toy on TikTok, with the hashtag #minibrands now topping 5b views. Mega Gross Minis will be available on UK shelves from this month, with plans for additional ranges to be unveiled during the Q3 period, including Mini Brands, Foodie Mini Brands, and Mini Fashion.

fresh Glowies EoloToys

www.eolo.com

sales@eolohk.com

Good Face Bad Face BigPotatoGames

020 3620 9495

www.bigpotato.co.uk

trade@bigpotato.co.uk

Good Face Bad Face is a push-your-luck card game from Big Potato Games that’s easy to learn, but tricky to master.

A bit like a round of Poker, but without any of the complicated bits, the aim of this game is to be the first to collect four Good Faces, while avoiding the Bad Faces. It might sound simple, but the pesky Bad Faces keep players on their toes. To start the game, players shuffle the cards and deal them out, then secretly look at each of their hands and decide who's going first. The first player then makes a stack of Good Faces and/or Bad Faces from their hand and puts them in a pile, face down, in any order. The stack is then passed to the player on their left. Once the stack is passed to a player, they can risk it and flip over the top card, or pass it on to the next player. If they turn over a Good Face they get to add it to their deck, but if they turn over a Bad Face it'll chase all their Good Faces away: every single one goes back into their hand, along with the Bad Face they drew. The first person to collect four Good Faces wins and can be crowned Good Face Bad Face champion.

Good Face Bad Face is an ideal game for playing with friends and family. It’s also lightweight and comes with a travel band, making it perfect to take on holiday this summer.

Eolo Toys continues to develop popular pre-school brand Glowies. The collection of cute fireflies has been helping toddlers fall asleep since it hit the market last year.

After relying on toy design agency, ToyZone, to conduct research that provided the company with invaluable insights, Eolo drove the development of a new brand which has been designed to offer families benefits at bedtime. Recent studies showed that more than 45% of kids are scared of the dark and struggle when falling asleep. Eolo Toys’ goal is to help kids at bedtime by providing them with an attachment toy that combines soft lullabies and relaxing sounds with a glow-in-the-dark feature. The glow-in-the dark, friendly fireflies have lullabies, relaxing sounds and a timer. Glowies also work as a night light to give toddlers added security and are available in two colours: pink and blue. The product comes in appealing packaging that simulates a fireflies jar with a string for easy carrying.

Launched in markets including the US, UK, Argentina, Benelux and Spain, Eolo Toys is set to expand the collection and introduce Glowies Magic Touch for autumn/winter 2023. Glowies Magic Touch is a cute unicorn that is positioned at a higher price point. This new addition comes with a magic reveal feature and sliding touch technology, a light sensory feature that provides added value to the new character. Not only a bedtime toy, the unicorn is also a sensory one, enhancing relaxation through play. As well as the new technology, it includes sounds, lullabies and glow-in-the-dark features. The company will continue to invest in the Glowies line, with more additions to come in the upcoming months. With numerous touchpoints in its marketing strategy, including influencers, Glowies will have 360 coverage with a massive digital marketing plan.

StompthePlank HachetteBoardgamesUK

www.hachetteboardgames.co.uk • rorykelly@hachetteboardgames.co.uk

ljaeger@hachetteboardgames.co.uk

Brand new from Hachette Boardgames and publishing partner The Flying Games, comes Stomp The Plank!, a game which takes place in an animal and pirate universe. Players are young elephant sailors, trying to get their hands on the treasures of Captain Giraffe, but when raiding the treasure trunk, each player has to be cautious not to let their plank flip.

It has been another busy year for the team at Hachette Boardgames UK but one that has seen the range grow significantly. During this year’s toy fair season, the team launched a number of titles across the family, logic puzzle and hobby sectors and Stomp the Plank! had most stand visitors trying their luck and testing their balance skills.

The range of games from French publisher, The Flying Games, has been a welcome addition to the Hachette catalogue this year. The company’s titles combine fun gameplay with great quality toy figures that can boost dexterity skills, be used as communication tools and enhance family time.

With titles like Jurassic Snack, Monki and Prehistories already being enjoyed across the UK, the expansion of the range with Stomp

The Plank! has been a major win for Hachette.

Autumn/winter 2023 sees IMC Toys step into the action arena for the first time with the introduction of its new Dinobytes line. Dinosaur-themed toys remain ever-present and perennially popular, providing an evergreen opportunity for manufacturers and retailers alike.

Dinobytes introduces a range of collectible, battle-ready dinosaurs. The initial launch includes four dino characters to collect, each with interactive features to help them knock off their opponent’s helmets and win the battle. A Dinobytes Battle Arena play set has also been introduced to bring the battles to life: this includes dual functions for both solo play and play with friends. As the Dinobytes dinos go headto-head in battle, they can be moved from side to side within the arena, while a pull-back-andrelease mechanism activates a charge attack feature for an added element of surprise. The play set also includes two Dinobytes dinos, one of which is exclusive.

First things first

Tradition remains a strong element within the Infant Toys category. As Mary Wood, managing director at Tomy, points out: “Children still go through the same development stages as they have done for years, so core play patterns and themes for infants are still as relevant today as they always have been.”

With a vast array of playthings on offer right from birth, parents of newborns often choose to furnish their nurseries with toys similar to those they enjoyed themselves. “The behaviour of millennial parents is known to be driven by nostalgia; they dive into their own childhood memories to recreate play environments for their children,” explains Nazneen Yasin, founder and director of Fabula Toys.

A high percentage of toys for infants are purchased by doting grandparents and Nazneen adds that cross generational appeal is also important. “Fabula toys are all traditional, based on rhymes known across generations, minimising the need to watch YouTube and therefore avoid screen time. It’s that elusive sweet spot that makes both parents, as well as grandparents, happy.”

Jo O’Donoghue, head of Brand at Petit Collage, distributed by Abrams & Chronicle, also believes classic play patterns have had a resurgence. “That’s why we focus on designing timeless toys with familiar game play and classic themes,” he says. “At Petit Collage, our products are made to last and be loved by generations of children.”

Fabula’s products use traditional nursery rhymes to keep tradition alive. Nazneen tells us: “Nursery rhymes hold at least four positions among the top 10 most watched videos on YouTube, and they remain a key block of entertainment and engagement. Across generations and cultures, grandparents, uncles, aunts and siblings can all relate to this unique stage of old-fashioned-yet-new-age parenting that all infants go through.”

Indeed, the use of music is much in evidence in the Infants category. It helps with cognitive development, while also keeping little ones entertained. Many new product launches for 2023 continue this trend by incorporating musical functions.

VTech is set to launch eight new additions to its baby collection this autumn/winter, all involving melodies, including the Snuggly Sounds Whale which has five rainbow piano keys that play sounds and introduce numbers and ocean animals. Halilit has built a reputation for creating engaging, high-quality musical toys that support early learning and development, and its new Little Music Pals, with jingling and rattling sounds, provide a sensory experience for young children.

Little Tikes offers a wide range of musical toys such as the Movin' Lights Monkey, which encourages little ones to move and groove to songs and coloured lights that emanate from Monkey's lantern as he moves and twists. The Stand ‘n’ Dance Starfish tower encourages babies to create music and dance along, with a light-up keyboard that can be played by hand when sitting, or by feet when standing and dancing. Following the successful launch of Mattel’s Fisher-Price DJ Bouncin’ Beats in autumn/winter last year, the collection has expanded with the new DJ Bouncin’ Star, an interactive dance partner that bounces to life with colourful lights, motorised spring action songs and sounds, plus phrases that teach the alphabet, counting, colours and more. Meanwhile, Wow! Stuff’s unique Lullaby Labs range includes the Sleep Trainer and Sleep Soother to help babies to feel comforted and reassured with lullabies and sound as well as well-known characters from pre-school shows.

Although tradition is important to toy brands, manufacturers are also keen to make products relevant to current times. Mary Wood explains: “Despite sticking to tried and trusted play patterns, what changes is the styling,

look and often materials from which toys are made. We have to ensure that products appeal to today’s parent or gift buyer, so that means the materials need to be more environmentally friendly and the products also need to provide a modern twist to a traditional play pattern. Tomy is doing a lot of work on reducing or eliminating plastics from packaging. Our Fat Brain range is a great example of this, as we launch the new Little Brainies infant range later this year.”

Jo O’Donoghue says that at the heart of Petit Collage is the future of the planet for children, which is why the company develops products using eco-conscious materials. “We use our packaging to convey both our sustainability criteria and the developmental benefits our products offer, including sharing, cooperation, soft learning and motor skills. We answer the sustainability question the customer is asking without compromising on design.” Pat Avenue echoes such credentials with its Ecoplush range made entirely from recycled materials. All super-soft Ecoplush characters are made of quality fabrics and stuffing composed of plastic PET bottles reclaimed from the sea. And at Toynamics, Hape Rice Baby Toys have been developed using the highest quality, sustainable Japanese rice.

The Early Years Learning Goals, determined by the UK Department of Education, encourage key skills such as vocabulary, imagination, STEM, association, physical movement, bonding, sensory, courage and family ties. Nazneen from Fabula is pleased to see diversity and inclusion highlighted too. “OFSTED has been very focused on inclusion recently, so we are seeing a lot of interest in our toys that create awareness about disabilities and different cultures,” she says.

Over the next few pages, Toy World takes a look at the newest infant toys to hit the market.

The Infant category remains one of the more stable, traditional sectors of the toy market, but it is still evolving with the times, as Marianna Casal finds out.

Zapf Creation

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.

Wow! Stuff

emma.prendaglia@wowstuff.com for UK dawn.lavalette@wowstuff.com for EMEA sunny.walia@wowstuff.com for USA

Wow! Stuff’s unique Lullaby Labs range combines scientific innovation with brands children love, to create the ultimate Sleep Trainers and Sleep Soothers.

After extensive research into the sleep trainer category Wow! Stuff felt that some important features of the existing and leading items in the market were missing. Simplifying the set-up of the Sleep Trainer was identified as key to keeping the item parent friendly, while adding tier-one licensed brands helps to comfort the baby.

Available in Peppa Pig, CoComelon and Gruffalo designs, the Lullaby Labs Sleep Trainer has an easy-to-set digital clock which allows parents to set the time they would like their child to get out of bed in the morning. When it’s time for children to get a good night’s sleep, the button is pressed on the top of the Sleep Trainer. A short lullaby will play, signalling that it's time for bed. Once the music starts, the night light comes on and the moon begins to glow softly.

Each licensed design also has its own special feature. With the CoComelon Sleep Trainer, JJ will magically appear next to the moon, dressed in his pyjamas. When it's time for the child to wake up, the light will turn off, the moon will disappear, and the sun will be visible next to JJ in his daytime clothes. The Peppa Sleep Soother is a reassuring cuddly toy that features soothing melodies and lights.

The Lullaby Labs Sleep Soother makes the perfect gift for ages 18-months to five years old and is an ideal aid for little ones who need encouragement sleeping or staying in bed. As they are soothed to sleep with the aid of their favourite character, soft music comforts and reassures the child. Each Sleep Soother features a series of songs associated with the character, and users can hear the sound by pressing the musical note button.

VTech

03306 780 149 | www.vtech.co.uk

Autumn/winter 2023 will see the launch of eight brand new additions to VTech Baby.

The Snuggly Sounds Whale has five rainbow piano keys that play sounds and introduce numbers and ocean animals. When little ones press one of the two tail buttons, they will hear calming nature sounds, nine songs and 15 melodies. The product features a dangling fabric fish, easyto-grasp crinkly sound fins and a mirror for self-discovery. Whale's light up heart button triggers even more fun responses and it includes various textures for tactile stimulation such as ribbons, velour and corduroy.

Also launching is the Walk & Woof Puppy. Infants can pull or push the puppy along to see it wobble and walk and trigger interactive phrases about where to go for walkies and more. When they press the ABC button, puppy will introduce basic letters and friendly phrases, while the body part button lets them hear about puppy’s ears, tail and emotions. There are five sing-along songs and 12 melodies. When the puppy’s head is stroked, its ears will move and when its tail is spun, it will make a fun click-tic sound, encouraging motor skill development. The Explore & Discover Roller comes with five different ways to support and encourage continuous play with three light up keys which introduce animals, colours, numbers and play piano notes. When the large drum button is pressed, different beats and sounds will sound. Rolling, pushing and moving the roller triggers fun sounds and melodies. Infants can strengthen muscles and support hand-eye coordination with gears, rollers, beads and a fun ladybird slider, accompanied by 18 upbeat melodies and seven sing-along songs.

When the multi-coloured balls are dropped into the Pop & Play Activity Tree, it will count them. The set features a spiral track with random ball routes. When the seesaw is pressed, the ball will pop up onto the tracks and sounds are activated. The Activity Tree includes five chunky light up buttons that introduce colours, numbers and animals, and play melodies and sounds. There are seven manipulative features, 15 melodies and eight sing-along songs.

Toynamics

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

Toynamics UK & Ireland has a variety of best-selling and new infant toys from its brands Hape, Baby Einstein and Skip Hop.

New for 2023, Hape Rice Baby Toys are made using the highest quality, sustainable Japanese rice. The range of six toys is suitable from newborn and includes a Rattle and Teether collection, Rattle and Roll Toy Car and Trio Geometric Rice Toy. All are soft to the touch and are an ideal first play experience for babies.

The Hape Montessori Mirror Shape Puzzle features three shapes with mirrors for little hands to figure out and place into the matching shapes. This toy stimulates the senses; made from eco-friendly rice material, the shapes are soft to touch and the mirrors provide a great source of entertainment as little ones look at their reflection. It is a great toy for hand-eye coordination, suitable from 10 months.

The new Hape Baby Einstein Colour Palette is Montessori-inspired. It features two modes of mess-free colour exploration and rewards baby’s curiosity with lights, music and more. In colour discovery mode, children press the colour splotches to learn the names of the six primary and secondary colours. In colour mixing mode, interactive play connects each colour name to engaging light sequences and melodies. The toy encourages the discovery of cause and effect whilst promoting sensory engagement and language discovery, and it also includes volume control.

Best-selling brand Skip Hop has a variety of high-quality infant toys. The collection includes the Farmstand Rock-A-Mole Guitar, an easy to hold, interactive avocado-design guitar that will inspire mini musicians. When the light up buttons are pressed there are six different songs and six riffs to play and when the avocado centre pit is rolled, there are another four riffs. This toy helps develop fine motor skills and stimulate sight and hearing, and is suitable from six months old.

All Toynamics’ ranges are given full marketing support, including shop-in shop solutions.

Petit Collage

www.abramsandchronicle.co.uk

info@abramsandchronicle.co.uk

The Petit Collage range distributed by Abrams & Chronicle combines a modern aesthetic with sustainability to create bold and thoughtful toys, games, gifts and activities. The company strives to make products from ecoconscious materials and processes.

Driven by a passion for inspiring a love of play in babies and children, Petit Collage’s products are enjoyed by families the world over. It recently launched its 2023 Spring Summer range which provides entertainment and education for 0–8-year-olds across four categories: Baby, Early Years, Puzzles & Games and Craft & Activities.

The Baby range focuses on creating thoughtful toys and gifts. One of the new spring/summer lines is the My First Wooden Activity Toy, which encourages little ones to spin, twist, turn and sort, developing fine motor skills and hand-eye coordination through play. It’s also designed for tummy time, meaning babies will stay happily engaged for longer.

Petit Collage’s Early Years category features soft learning puzzles, musical instruments, tactile toys and more. The company has added six new products to the collection this season, including a multi-language Wooden Learning Clock, a wooden whistle, a sensory matching game for solo or group play and an Owl & the Pussy-Cat wooden stacker with a rounded base for an added balance challenge.

The full spring/summer range is available now. Carriage is free and there are no minimum order requirements.

Simba Smoby Toys

01620 674 778 | www.smobytoys.co.uk

sales@simbasmoby.com

Parents can introduce their little ones to the trusted Smoby brand from as young as 12 months old, with the Little Smoby collection. The range comprises an Activity Cube that features more than 13 different activities, an exciting Activity Table with multiple areas of interest, as well as a 3-in-1 Walker to help children take their first steps safely and develop their motor skills. Styled in soft gender-neutral, pastel tones, each item in the range helps support early development, whilst also encouraging curiosity and exploration.

There’s a cuddly companion for the youngest of Disney fans in Simba’s Disney Plush collection. The range comprises soft toys of all sizes, with a catalogue of Disney characters to collect in various styles. The 17cm and 35cm Core Assortments have both received a refresh and are ideal gifts. Characters to collect include Bambi, Dumbo, Simba and more.

The Disney 100 Years of Wonder plush range makes an extra special present. This line celebrates the past, present and future of Disney. The D100 Sparkly Mickey and Minnie 25cm lines come dressed in platinum, sparkly outfits, and the special edition 25cm D100 Platinum Grogu, Dumbo, Pooh, Simba and Stitch are made from shiny velour, satin and sparkly fabrics.

Infant Toys

Vivid Goliath

01483 449 944 www.vividtoysandgames.co.uk

Modimi is a sustainable, sensory and stackable infant toy range. The unique modular toy system supports the different development phases while an infant is growing, from 10-36 months. Modimi is a blend of sensory and modular blocks which is an exploration full of surprises for an infant during their journey of discovery through play.

Infants will be able to build, touch and crinkle the different buildable parts of the planet-friendly animal collection with a variety of sensory experiences to discover. Modimi comes in five different characters, each with their own unique characteristics and parts to cover all development stages.

The future-focused toy range is deliberately designed to complement each milestone in a child’s evolution from baby to toddler.

The entry price point Baby Elephant and Puppy are highly giftable and full of crinkles, squeakers and rattles. Other animals in the range include more stackable components to allow curious minds and hands the opportunity to build their own wacky characters. The dinosaurs come with multiple blocks and switchable heads to build a family of prehistoric pals. The range is presented in simple packaging to help focus on the ranges’ environmental credentials and stand out on shelf. Marketing plans include a mass awareness campaign which is digitally led to tap into millennial mums who spend a high percentage of their time consuming digital content. With a focus on first time parents and gifters, content is being created to span YouTube and social channels as well as working with key influencers.

Tomy 01392 281 927 | www.tomy.com

Specialists in the infant category, the Lamaze brand is a global powerhouse which launched nearly 30 years ago, with its innovative toy range validated by medical experts and industry leaders. Curated with parents in mind, each toy has been designed to pave the way in the developmental play space.

The leading brand in the newborn and infant category has recently seen a refresh to align with growing consumer demand for more modern, aesthetic designs. Guided by feedback from new mums and the general buyer’s market, the team at Lamaze has refreshed the colour scheme of its new ranges. Lamaze favourites including Freddie the Firefly, Captain Calamari and PupSqueak also now feature the same colour palette, offering a sleek and modern design across the Lamaze portfolio of products.

Dogs. These fashionable, huggable pups are 25cm in size and there are six different breeds to collect: cocker spaniel, dalmatian, husky, Pomeranian, poodle and Yorkshire terrier.

Infant Toys

Melissa & Doug

0800 731 0578 | www.MelissaAndDoug.com

Known for creating timeless toys that offer open-ended play, Melissa & Doug’s baby and toddler range aims to stimulate the key developmental skills very young children need to master during their early life stages, including handeye co-ordination, fine motor skills and social skills, plus early number and letter recall.

The new hero product in the range this year is the Wooden Work & Play Desktop Activity Board, which lets kids mimic their parents as they ‘work from home’. The desktop includes a pretend laptop with rubber buttons to press and a mirror instead of a screen, as well as a slidable ‘mouse’, rolodex address book, numbers and letters dial plus a pretend coffee mug.

Launched earlier this year in time for summer, the Ice Cream Take Along Activity Toy is an expandable, multi-sensory soft toy with a mix of textures for babies to explore. From birth, babies can feel the toy vibrate and listen as it chimes. To help parents who have their hands full, it can clip to most surfaces including highchairs and strollers. The scoops come in different patterns and colours, feature friendly faces and are made from textured materials to create a complete sensory playtime experience.

Perfect for family outings or just playing at home, the Farmers Market Fill & Spill is a tactile and friendly-faced food collection which encourages role-play. Packaged neatly in a mesh tote bag and filled with four soft-play food pieces, the toy develops sensory and fine motor skills from birth. Infants can ‘fill and spill’ the groceries, mimicking parents’ shopping habits, or simply play with the friendly characters, each one of which has a different sound to discover: rattle, chime, rustle and squeak.

Launched last year, the award-winning Wooden Shape Sorting Grocery Cart, as seen on ITV’s This Morning, is still a best-seller in the range thanks to the multitude of skills it helps develop: fine and gross motor, problem-solving, and colour and shape recognition. Very young children can sort the colourful chunky wooden food shapes through the holes in the sides of the cart and place them into the two wooden puzzle boards that can be stored neatly inside. As children grow, the cart can be used as a push toy to help build motor skills and inspire imaginative play.

The Pineapple Soft Stacker offers sensory play and develops fine motor and problem-solving skills in babies from the age of six months. It can be grasped, squeezed and stacked, whilst the soft, textured fabric-covered rings and rustling leaves provide a range of sensory experiences. With its rattling and rocking base, the cheery pineapple encourages exploratory, skill-building and character play.

HTI Toys

01253 778 888 | www.htigroup.co.uk.uk

HTI Toys continues to enhance its portfolio of infant and pre-school products. The Tiny Teamsterz range, targeted at very young vehicle enthusiasts, is one of the popular categories in the successful Teamsterz Brand. Also sitting within Teamsterz is the licensed range of JCB toys which includes My First JCB, perfect for the youngest digger, dump truck and tractor fans.

Rolling into the line-up this season is the My First JCB Take Apart Joey vehicle. Providing two ways to play, Take Apart Joey JCB can be a building toy or a free-wheeling construction backhoe. The front bucket and rear scoop can be manually moved, created to aid the development of a child’s motor skills, and the rounded chunky design is perfect for little hands. This interactive toy includes an easy to operate, battery-powered drill with tightening and loosening functions for further role-play fun.

Also new to the range is the My First JCB Tommy Transporter. Complete with two My First JCB Trucks the transporter is packed with features. The freewheeling construction vehicle has two levels that can hold up to four cars, boarded via the loading ramps, and the rounded, chunky design is ideal for small hands to grasp. Suitable for children from 12 months old, the Transporter is a brightly coloured JCB design and has infant friendly decals. In addition, the My First JCB Big Wheeler Dougie Dump Truck and Joey JCB are new to the JCB infant line-up. These chunky plastic, freewheeling trucks feature a manually operated tipping trailer and pre-school friendly decals and designs. The Big Wheeler Dougie Dump Truck and Joey JCB are guaranteed to provide role-play fun for all budding construction workers.

These products are a complete solution for anyone who loves digger toys, and early learning is not complete without pretend play. The more imaginative the play is, the more a child’s creativity and imagination will grow.

Like the main Teamsterz range, the Tiny Teamsterz line up is constantly evolving and developing to meet the demands of the market. Tumbling toys are a new addition for autumn/winter 2023. The Tiny Teamsterz tumbling cars come with their own launcher, springing them to forward roll before freewheeling off on their next adventure. Playsets include the Tiny Teamsterz Tumblers Emergency Transporter and Rescue HQ, and come in bright colours with entertaining character faces. The Rescue HQ has individual tumbling action for each of the stored cars and includes lights and sounds, all suitable for children from the age of 12 months.

Halilit

01254 872 454 |

sales@halilit.co.uk

www.halilit.co.uk

Sensory and developmental play value are a key focus for Halilit when selecting new ranges, and Jellystone Designs, the latest addition to the Halilit portfolio, ticks all the boxes. Bursting with features to create play experiences that are creative, tactile and full of learning opportunities for little ones, this award-winning range hails from Australia and is the brainchild of Claire Behrmann, a Sydney-based mum. With striking, black and white minimalist packaging that immediately grabs attention, the products all feature silicone, a wonderfully durable non-toxic material loved by children for its tactile properties and parents for hygiene and safety. The range features teethers, stackers, sensory toys and chew pendants with an innovative refillable Calm Down bottle to mesmerise and soothe babies.

Taf Toys offers premium products, from luxurious play mats and enticing activity cubes to interactive play gyms and portable travel toys, which develop and refine key motor and cognitive skills. The new Urban Garden collection has eye-catching colours and characters including Rylee the Bunny sleeping aid. The innovative take-along Outdoors Kit and the convenient Urban Garden Foldable Gym offer sensory fun and promotes hand-eye coordination.

The unique Spinning Tummy Time Book creates a rattling sound as little ones spin the pages, teaching cause and effect and encouraging tummy time play. The double-sided Urban Garden Pram Book caters to two developmental stages, aiding visual stimulation and emotional intelligence. New additions, including Spike the Hedgehog Rattle and Jenny Bunny Rattle, provide educational benefits as well as fine motor skills.

The Taf Toys brand is supported by comprehensive PR and marketing strategies.

Musical Play provides significant impact on the cognitive, language and emotional development and progress of toddlers, and Halilit Musical Toys has been leading the way in developmental play for over 40 years. With a range of award-winning products suitable for infants and toddlers, such as Baby’s First Birthday Band Gift Set, the company has built a reputation for creating engaging, high-quality musical toys that support early learning and development.

The new Little Music Pals sets are designed with little hands in mind and are easy to hold, featuring a smooth and durable texture perfect for toddlers. With jingling and rattling sounds, the Little Music Pals provide an excellent sensory experience for young children.

Halilit offers a well-rounded product range, including impulse-purchasing lines available in CDUs, gift sets to cover all price points and FSDU options for merchandising.

Mattel

01628

500 000 | www.mattel.com

Fisher-Price continues to bring the fun to playtime with an expansive and innovative range of exciting new products being launched across its Infant portfolio.

Following the successful launch of the Fisher-Price DJ Bouncin’ Beats in autumn/ winter 2022, Fisher-Price expands the collection with the new DJ Bouncin’ Star. This interactive dance partner bounces to life with colourful lights, motorised spring action and 75+ songs, sounds, plus phrases that teach the alphabet, counting, colours and more. With three Smart Stages levels and lots of exciting bouncing action to explore, the DJ Bouncin’ Star toy helps keep little dancers wiggling, giggling and learning as they grow.

The Fisher-Price Laugh & Learn range develops fine motor skills and encourages role-play among infants and toddlers. New to the range is the Mix & Learn DJ Table. This interactive learning toy and activity table features a piano with three ways to play, plus 12 fine motor activities and three Smart Stage learning levels to keep the educational fun going as the baby grows. Parents can opt to keep the table legs off for sit-at floor play, then attach when their baby is ready to stand up and DJ.

Fisher-Price adds more cute animals to its Linkimals range with the new Learning Narwhal. Their narwhal friend will light up as kids spin and press it, while fun songs and phrases teach the alphabet, vocabulary, counting 1-20 and more. There’s also an interactive quiz mode. When the narwhal meets up with other Linkimals friends, they light up, talk, sing and play together, enhancing and expanding the fun.

Fisher-Price continues to expand its Little People range with the Light Up Learning Garage. This interactive car garage play set features multi-colour lights and three Smart Stages learning levels featuring songs, sounds and phrases to enhance pretend play. Kids can act out fun stories with the two character figures, two mechanic’s tool play piece, and a push-along toy car with an open-and-close bonnet.

New to the Little People Disney Princess range is the Disney Princess Magical Lights & Dancing Castle. This play set includes Cinderella and Jasmine Disney Princess figures that kids can use to create fun stories. The lights, sounds and music of the castle are activated when kids use the Discovery Buttons, while spaces like the balcony, ballroom, kitchen, bedroom and dressing area provide them with a variety of ways to use their imaginations for hours of storytelling fun.

There’s also newness in the Little People Barbie range with the new Barbie Little Dream Plane. This push-along toy airplane features a light up nose and fun music, sounds and phrases to enhance toddler’s storytelling play. Kids can board the three toy figures onto the plane, stow luggage, serve beverages from the sliding cart, and send the crew and passengers soaring into all kinds of exciting Barbie adventures. They can also use the globe button to select a language: English, German or French.

Highlights for Under 3s...

TickiT® toys are designed to be engaging and open-ended, to support the curiosity approach, encourage inquiry-based play and allow little ones to develop their learning potential. Our innovative range offers fun, high quality, educational toys for all ages and abilities – including a wide variety for babies and toddlers.

Commotion

01732 225821 | www.commotion.co.uk

info@commotion.co.uk

Commotion’s TickiT brand is designed to inspire, engage and educate by enabling children of all ages to enjoy inquiry-led learning. It includes a wide selection of products which are ideal for babies and toddlers, encouraging their naturally inquisitive nature and helping them to learn about the world around them as they grow.

Wooden Mirror Trays are suitable from birth and a lovely resource for any nursery or playroom, allowing babies to examine their faces and watch their own movements. Perception Spheres and Cubes are made from smooth polished acrylic and the crystal-clear colours make a captivating addition to a baby’s play environment.

Also suitable from birth, the Sensory Reflective range includes beautiful shiny metal balls and buttons made from robust, lightweight hygienic stainless steel. The sets come in a variety of colours and sizes, some with different sound or movement characteristics, and the metal can be cool or warm to touch, providing an additional sensory feature.

My Emotions Wooden Tiles feature real photographic images of children’s faces. Designed for young children to explore and understand different feelings and emotions, they are equally captivating for babies who are fascinated by facial expressions.

Wooden heuristic play and loose parts sets are designed for discovery. Babies from 10 months will be inspired to investigate the diversely shaped objects and their properties. The smooth wood is a tactile resource for young children to play with, whilst learning how different objects move, sound, look and feel.

The Easy Hold range enables children over 12 months to independently explore the effects of colourful, glittery or glow-in-the-dark panels, as well as different mirrors and magnifiers. Sensory Blocks and Rainbow Blocks are signature TickiT products for children from 12 months, but they continue to appeal as the child gets older, providing interesting and varied learning opportunities: discovering the different properties of the Sensory Blocks, watching how the different colours of the Rainbow Blocks change the world as they see it and even the youngest children can begin to study different shapes and use logical thinking to stack, build and topple their towers.

Retailers can feel secure with Commotion’s dedicated and experienced Account Management team to provide advice and recommendations on product selection, as well as unlimited access to the highest quality images and product information.

Little Tikes

0845 0533 333 | www.mgae.com

Little Tikes is one of the leaders in the pre-school toy market, with a wide range of toys that supports the development of early learning skills through play. Little Tikes’ Learn & Play range caters to all children taking exciting steps through their first few years, with products designed to help them through early milestones and support cognitive development in a fun and encouraging way.

Suitable from nine months, The Movin' Lights Monkey uses light to get babies moving. The interactive toy encourages little ones to move and groove to fun songs and coloured lights that emanate from Monkey's lantern as he moves and twists.

The Stand n Dance Starfish tower encourages babies to create music and dance along. The light-up keyboard can be played by little hands when sitting, or by little feet when standing and dancing. Little ones can use the curvy tower to pull up to a standing position, then chase the balls down the spiral ball drop.

The 3-in-1 Sports Zone introduces little ones to the fun of football, basketball and bowling. Offering triple the play within one toy, infants can slam dunk while developing their coordination and confidence, score a goal while building motor skills, and bowl while learning about shapes. The toy has three modes: Learn (numbers, colours and shapes), Move (lights and sounds) and Games (with directions to follow). Suitable from nine months, the toy’s adjustable structure allows it to grow with little ones as they get bigger.

Parents can introduce infants to the joy of numbers and fuel their love of colours with the Count & Learn Hammer. Perfect for little hands thanks to its two super-soft heads and textured grip, the hammer counts out loud with every tap. In Colour Mode, the hammer lights up and says the colour name as it cycles through each one. Packed with silly sounds, it’s guaranteed to keep little mathematicians giggling through play.

The Little Tikes Shapes & Sounds Paintbrush helps kids develop colour recognition and teaches shapes to children aged nine months and up. Each wave of the paintbrush reveals a colourful light display as the paintbrush speaks the corresponding colours: blue, green, orange, pink, purple, red and yellow. Children will be able to learn six shapes as the paintbrush directs them to paint the shape in the air and rewards them with fun sounds.

Clementoni

020 3206 1397 | www.clementoni.com | clemuk@clementoni.com

Soft Clemmy is the original soft play brick range designed to create a safe playing environment and a multi- sensory experience from a baby's earliest months onwards. The blocks are made from completely soft material that won't hurt delicate teeth and gums and can also be thrown and stamped on without any risk. Vibrant colours and soft-touch material stimulate the baby's senses and encourage them to explore the world.

Since the launch of the original bag of blocks, the range has seen significant expansion into exciting concepts that offer touch and texture sensory elements perfect for little explorers. The Soft Clemmy Sensory Ball was the star of 2022 with sales of other sets, including Soft Clemmy Farm and Soft Clemmy Car, continuing to be strong across Clementoni’s broad distribution range.

The Soft Clemmy line expands for 2023 with the introduction of the Soft Clemmy Space Rocket. Packed full of activities, the rocket comes with a cute astronaut figure which can be stacked on or popped inside the rocket, ready to explore the Soft Clemmy universe. Infants will enjoy stacking and building with the included blocks.

Clementoni is supporting the Soft Clemmy line this year with significant marketing investment to include TV, social media and digital advertising.

Within the core Baby Clementoni line, the Montessori range offers a variety of products all designed to embrace the Montessori principles of learning: independent play, practical experience and tactile exploration. The Montessori Activity Baby Bear is a cute activity centre made with wooden elements for baby to explore. The Montessori Baby Activity House, meanwhile, lets infants explore cause and effect as they open and close the different doors and locking mechanisms across the wooden house.

The Disney-licensed Clementoni My first Montessori Plush Dress Me Up! comes with simple functions to explore - a zipper to open/close and a button to insert into the buttonhole - while crinkle effects and different materials stimulate the senses and develop manual skills.

One for Fun

www.oneforfun.com | sales@oneforfun.com

Tobar’s Animigos range of animated plush animals continues to grow with the addition of more family favourites. Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals. From domestic to exotic, the Animigos range has it covered; 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 a bat are more well known and loved.

One for Fun also distributes Dream Beams, the glow in the dark plush character companions, and new waves will continue to be launched in 2023. These lovable characters are super soft and squishy and have a unique glow-in-the-dark feature which provides cuddly comfort day and night. The range was specially designed to offer emotional support through cuddling, squeezing and sharing, and there are lots of different characters to choose from, each with their own story.

BB Junior has won many consumer accolades and awards in 2022 and new additions in the infant range are mainly in the bathtime collection which sees the addition of the Splash and Play Light up Sailboat and the Splash and Play Musical Tugboat. Both are designed to attract and distract the attention of very young children.

Bestsellers amongst the existing BB Junior Bathtime range include the BB Junior Splash n Play Submarine Projector; a bath toy with a projector in its base. Little ones can press the periscope and the submarine will project a sea life scene directly beneath it, projecting images onto the bottom of the tub as it floats on the surface. The BB Junior Splash n Play Spraying Tugboat can be placed in water and will automatically activate a water squirter in its chimney, while the BB Junior Splash n Play Twist and Sail is a cute wind-up bath toy built specifically for small children to enjoy. They can twist the life ring on the deck, place the boat in water and it will start to sail across the surface, powered by its own little clockwork engine. Customers can even see how the mechanism works when the boat is in the pack, thanks to the "Try Me" style packaging. The full BB Junior range of vehicles, bath toys and gift sets is available to view online.

Rainbow Designs

01329 227 300 | www.rainbowdesigns.co.uk

There are plenty of adorable and inspiring infant toys, plus much-loved classic characters, in the Rainbow Designs portfolio. Customers can choose from playful and engaging toys based upon Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh and Mickey Mouse, The Very Hungry Caterpillar, Elmer and Guess How Much I Love You, all of which have been specifically created for newborns and young babies and are brimming with developmental features.

Firm favourites include Rainbow’s best-selling Peter Rabbit and Guess How Much I Love You collections. Both comprise an array of adorable infant plush toys, such as My First Soft Toys, Comforters, Ring Rattles and Unfold and Discover Activity Toys, along with a range of beautifully crafted wooden toys for early learners.

Paddington Bear is adored by all generations. This year sees Rainbow’s ever-popular Paddington for Baby collection benefit from a fun update, with super-soft new fabrics and fun patterns featuring oranges, marmalade and sleepy Paddingtons available across the collection. A fun new Paddington Activity Toy, Activity Spiral and Play & Go Squares are also joining the Paddington Bear range, which currently features the My First Paddington Comfort Blanket and Ring Rattle, and the Paddington Unfold and Discover toy.

The new Animal Adventure range of Everyday Softs for Baby is arriving this summer. The line includes a unique and stylish Safe and Soft assortment of infant toys, crafted with care to create the perfect first cuddly friends for babies. The adorable Elephant, Puppy and Bunny characters have been made from patented, soft antibacterial and hypoallergenic fabrics, so parents can have peace of mind knowing the products their kids hold are safe and clean. There is also a soft and cuddly aquatic Under the Sea Collection that features a developmental Soft Book and the adorable My First Plush Collection.

New for 2023 are the new Peter Rabbit and Paddington Bear Bedtime Cuddle Nightlights. Depending on the character, the cuddly soft toys hold a soft, detachable Peter-themed Lantern or marmalade jar that illuminate to provide a mesmerising light pattern and soft nightlight whilst playing a soothing lullaby. A beautiful and practical gift, these are a perfect aid for the important bedtime routine.

Expanding Rainbow’s extensive range of high-quality infant toys even further this year is the new Disney Mickey Mouse and Friends collection, a fun baby toy range featuring both Mickey and Minnie Mouse. Created in the striking red and black colour palette synonymous with this much-loved duo, this collection includes Ring Rattles, Comfort Blankets and Activity Toys based on both characters.

Crown Duels Special Feature

It’s shaping up to be a big year for Konami’s Yu-Gi-Oh! (TCG), with the company announcing the return of the World Championship and a raft of exciting new products sure to excite existing fans and attract new ones. Shin Ishida, vice president, Enrico Tassinari, head of TCG Sales, and Dom Galizia, head of TCG Marketing at Konami Digital Entertainment B.V. (Konami), tell Toy World exactly what there is to look forward to in the months ahead and why the duelist

scheduled to return in August this year. The last Yu-GiOh! World Championship took place in Berlin in August 2019, so it’s been four years since we’ve held this event. It’s something duelists are very excited for.

It’s great news. The World Championship is an opportunity to inspire a new generation of players, and we know there will be many duelists around the world watching and excited to see such a high level of

If I had to choose one word for my answer, it would be ‘hype’. The community has responded extremely well to the news: duelists are so happy to be returning to the World Championship event. It’s also clear that we’re seeing an increase in participation numbers for all tournaments leading up to this. We had 3,600 registrations alone for the special 250th Yu-Gi-Oh! Championship Series (YCS) event that took place in London at the start of April.

Will the World Championship translate into increased demand for product? How will you be meeting this demand in terms of

It’s a difficult question to answer right now because the demand for all our Yu-Gi-Oh! TCG products is

Some products will see a spike because they feature cards from the leading decks seen at tournaments including the World Championship. Those products will be sought out by our community of players, who pay very close attention to that kind of thing.

The demand has been and will be high, as Dom said. We’ll have duelists competing at the highest levels. Similarly, our line-up will be strong, with great cards, exciting new themes and wonderful new decks to collect and build.

How do your latest launches cater to what duelists want from their decks and accessories?

ET: It’s a good question because we have lots of different duelists to cater to. There are the more

SI: You can look to some of our recent products to gain a better sense of what we’re doing, even outside of the 25th anniversary celebrations. In February’s Photon Hypernova set we introduced cards based upon a completely new theme, Gold Pride, bringing a brand-new set of cards and strategies to the game. Gold Pride is a World Premiere: it was introduced first in the Yu-Gi-Oh! TCG rather than in Japan. There are more Gold Pride cards in the Cyberstorm Access booster set too, which arrived in May. We are exploring new opportunities like this for the Yu-Gi-Oh! TCG audience - cards that no-one worldwide will have ever seen before.

DG: Themes are always a major part of the puzzle, offering our duelists support for the themes they enjoy and providing them with new monsters that help them augment their decks. This is an integral part of the development of our Yu-Gi-Oh! TCG products and it translates into accessories too, such as the upcoming Gold Pride set of accessories that we’re sure duelists will love.

How important is duelist feedback when it comes to developing new products?

ET: It’s very difficult to please everyone, but our latest products seem to appeal to a larger, broader audience. That’s what we need to expand the reach of our game and attract even more duelists.

DG: We’re always listening to the community. We’ve got our ears to the ground at events and our eyes glued to the forums and public pages that our users gravitate towards. We’re always going to listen to them as we value them. If we do well, it’s because they’re happy with what we’re doing, and it’s in our interest to continue making duelists happy.

Dom Galizia

Shin Ishida

Gi-Oh! Neuron, to monitor deck submissions from our community. As Dom mentioned, we’re paying attention at our events, seeing what kind of decks people are playing, how they are enjoying our new themes and our new cards. Ensuring our duelists enjoy our game is hugely important, so we pay very close attention.

Aside from the World Championship and related qualifiers, will Konami be hosting any other fan events this year?

DG: We have the European Championship and additional YCS tournaments, so there will be a lot going throughout the year on the Organised Play (OP) side. All I can say is ‘watch this space’ for our YCS events. We’re trying to bring even more added value to those for the users in attendance.

How can retailers get involved with these events and make the most of product launches?

ET: We offer very strong support in terms of resources, marketing and product for retailers who’d like to get involved with our games. We encourage friendly communities that make the retailer feel like the ‘third place’ for our duelists. Home is the first place and work is the second place, while the third place is where we like to spend our time. That’s what we want our retailers’ spaces to feel like for our fans.

DG: Retailers are a vital part of what we do in terms of continued OP support. For us, it’s about making sure they understand that our users are continually looking to improve and update their decks. Being part of the new stock cycle and supporting OP activity, especially if you’re an Official Tournament Store (OTS), is vital. Our users are always looking to play in new ways, experience new themes and add to their library of cards. It’s an ongoing process that retailers can really get behind.

ET: Retailers have multiple ways to get involved with us: they simply need to ask their distributors to connect them with our teams. We will roll out the red carpet for them and

are happy to offer support to any retailers willing to give a welcoming home to our communities.

Are there still opportunities for stockists to become Official Tournament Stores?

Of course. We’re always expanding what we’re doing and we’re always trying to reach new users where there may not be an existing OTS to support them. Konami remains keen to uplift brick-and-mortar retailers and new retailers because, ultimately, new communities mean a new generation of fans. That means new ideas, perspectives and experiences that all add to the fun of even bigger, more national and even continental experiences.

It takes time, effort and dedication to be a part of the OTS programme. We will offer our retailers support, and all we ask in return is that they offer a professional experience for our communities. You can find out more about being an OTS and how to join the programme on our new site - www.yugioh-card.com/ eu/play/ots/ How else is Konami supporting its retail partners this year?

DG: Digital marketing is a big pillar of what we’ve been doing in recent years. We know our users gravitate towards digital spaces and we’re making sure they’re aware of the product cycle by engaging them on social media with information on new products releases, YCS events, premiere events and more. When we’re working on YCS events we’re looking at the big communities in our markets and choosing accessible locations. We try our best to make sure our users can get hands-on with our product at events. Digital media is the biggest pathway for that. Konami celebrates the Yu-Gi-Oh! card game’s 25th anniversary in 2024: what can you tell us about commemorative products and anniversary celebrations?

SI: We’ve already started with the Legendary Collection: 25th Anniversary Edition, which arrived in April this year and brought back some of the most iconic Yu-Gi-Oh! TCG booster sets of all time.

ET: Certain products like the Legendary Collection: 25th Anniversary Edition also feature Quarter

Century Secret Rare cards. This is a brand-new rarity created just for the 25th anniversary celebration of the YuGi-Oh! card game, which is very exciting. These are going to be very sought-after cards and they look incredible. There will be more products to come featuring Quarter Century Secret Rare cards.

SI: We’re also re-releasing individual Yu-Gi-Oh TCG booster packs soon, going right back to the beginning of the game. Our fans will love revisiting their prized memories and storied products such as Legend of Blue Eyes White Dragon, Metal Raiders, and Invasion of Chaos.

DG: The 25th anniversary is very special - very symbolic. The Yu-Gi-Oh! IP is phenomenal. It’s a classic in terms of longevity and how much it’s sustained. The fans are the backbone of this and always have been. Fans and retailers will doubtless be excited to know that we’re going to bring as much added value to our events, and in particular our premiere events, as we can.

Finally, what are your hopes and aspirations for Yu-Gi-Oh! TCG and its community of duelists this year?

DG: We’re looking forward to many wonderful moments with duelists, hearing their stories, sharing in their experiences on social media and at events. It’s going to be a fantastic moment for a lot of people, a moment to rekindle their best moments and highlight exactly why, after 25 years, they still love the Yu-Gi-Oh! TCG so much. Konami will do its best to augment that, to help people experience that together, to retell and relive those moments with some very special products that will resonate with our duelists.

ET: For me, it’s that people are having fun. After two years of lockdown, duelists are rediscovering the beauty of playing with each other in a warm, friendly environment. The best stories I hear from duelists are the memories of their friendships, of travelling together to an event, playing together in a tournament. That’s what this is all about: friendship, community, and enjoying this great game together.

SI: There’s a lot to be excited about this year. From the return of the Yu-Gi-Oh! World Championship to the 25th anniversary celebrations, there are so many exciting products to come and lots of promotional activities that we can’t wait to talk more about. Most of all, as Dom said, we’re excited to celebrate the incredible history of the game with you, with our duelists, and with everyone who loves the Yu-

Lego launches new homegrown IP, Lego Dreamzzz

Lego Dreamzzz, the Lego Group’s latest IP based on the way kids dream, was launched last month, and Toy World was given a sneak peek of both the new content series and the accompanying Lego sets. Marianna Casal reports.

Based on “the limitless creativity of children’s dreams”, the 10-episode Lego Dreamzzz series follows the adventures of school friends, Mateo, Izzie, Cooper, Logan and Zoey, as they join a secret agency and learn to use the power of imagination to journey into the Dream World and defeat the tyrannical Nightmare King. The TV series launched on May 15th and further episodes will be available in August.

The show will be available on a dizzying array of channels, including Amazon Prime and Netflix globally, as well as ITVX and Sky Kids in the UK and Lego’s own YouTube channel. Additional content related to the show –such as drawing tutorials – will drop on Lego’s channels to increase engagement with its target audience of boys and girls aged 6-10. The show has been three years in the making, and it shows – the animation is high quality, while the storytelling, dialogue and characterisation are rich and detailed.

On many levels, Dreamzzz is unlike anything Lego has done before, but it is rooted in Lego’s brand values of creativity, imagination and fun. And according to Lego head of marketing Isobel Graham, it’s very much a long -term project for the company: “We really believe in this concept, and we are in it for the long haul.”

The content series will be followed in August by a brandnew product range featuring items seen in the show, including Izzie and Bunchu the Bunny, Mrs. Castillo’s Turtle Van and the Nightmare Shark Ship. The products are unlike anything the Lego Group has launched before – 80% of a Lego Dreamzzz build follows instructions, but for the final 20%, the choice of what to make is left up to the builder, meaning they can create their own adventure.

“Lego Dreamzzz is our very first concept that celebrates the wondrous world of dreaming and explores what happens when

real, ordinary kids become extraordinary and creativity is a superpower,” explained Cerim Manovi, creative director for the IP. “We want children to feel empowered to bring their wildest dreams to life and revel in the true force of their creative imaginations while dreaming – and this is just the beginning.”

Lego Dreamzzz is Lego’s biggest ever homegrown IP, in terms of the size of its distribution launch, which is why a YouTube viewing party was organised for the series premiere, inviting high-profile kid influencers to encourage children around the world to get excited about the all-new Lego theme. To add to the celebrations, Lego launched a world-first opportunity for children to become Chief Dream Creators. Children aged between six and 12 years old are being encouraged to submit their own dream creation – either a simple drawing or picture of a Lego build they’ve made themselves – showing a creature or vehicle they have dreamt up. Entries close on 20th June. The dreams the kids share will help to inspire the future of

Lego Dreamzzz, and the chosen participants will be flown to Denmark, home of the Lego Group, to join a series of Lego Dreamzzz workshops.

Tommy Andreasen, the concept developer, said: “No matter how old you are or who you are, dreaming is something we all have in common. Dreamzzz is an interesting and realistic space about real kids in the real world with abilities in the dream world. It was an attempt to find something as broad as possible, but also recognisable and relatable. Dreams can be very abstract, creative, wild, wonderful, scary. It’s the perfect canvas for imagination.”

About 30,000 kids from around the world were involved in the creation process of the new theme, and Tommy added: “We never do anything without asking kids. They couldn’t shut up about Dreamzzz, they were full of ideas. This topic inspires creativity.”

In the series, most people aren’t aware that the dream world is real, but brother and sister Mateo and Izzie discover that it is real after sharing the same dream. They realise they need to help someone stuck in the dream world and their imagination allows them to create what they need to help out, which is a special power. Soon, they become part of a team of Dream Chasers. Tommy explained that Dreamzzz can help kids to explore themselves through the characters, as each one’s strengths, weaknesses and personalities help the group in different ways.

Isabel Graham, head of marketing, commented that Dreamzzz can spark conversations between parents and their children when watching as a family, and can also help kids to tackle nightmares by seeing how the characters deal with bad dreams in creative and brave ways. She added that having extrovert girl heroines who are crucial to the story means the Lego Group will be able to recruit more girls to the brand.

As the topic of Lego Dreamzzz is so broad, the creators are confident for the future of both the series and product range, as it is a concept with vast potential that can go anywhere. “The kids will tell us what realms to dabble in,” concluded Isabel.

Allegedly

Over the past few months, we have written fairly extensively about Amazon’s new way of working with distributors, whereby the online giant appears to have made them the primary scapegoat for the (perceived) lack of margin from the toy channel. Of course, it’s far easier to ‘have a go’ at distributors than it is to pick on major global toy companies – even computer algorithms aren’t that stupid. But in doing so, is Amazon about to shoot itself in the foot?

According to a few distributors I have spoken to recently, the common sense work-round that had been proposed – that distributors simply needed to provide reasonable proof that they had been appointed as the exclusive distributor by the brand owner – is apparently not working in practice. One distributor who only a matter of years ago was a platinum supplier to Amazon received a terse, impersonal ‘termination of business relationship’ email, despite providing supporting documentation to show it was the only authorised seller of the products in question in the UK. Apparently, despite accepting the veracity of the submission, the company and products in question were deemed not to “meet Amazon’s financial requirements.” Even offering a 45% discount off the retail price was adjudged insufficient, suggesting that the computer’s mind was firmly made up and it wasn’t open to any form of negotiation. From platinum supplier to zero orders …no wonder distributors are perplexed. It is as if Amazon has declared war on an entire business model, irrespective of the number of companies across the globe who feel that it makes business sense to use this approach. Essentially, the response equates to: “Sure, we accept that you are the official distributor. But so what? We don’t care.” I wonder what happened to the pragmatism and common sense that Amazon was allegedly going to apply in this situation…

I gather that the grand total of two UK retailers made the trip to LA last month – one allegedly sent two representatives (a lot fewer than the number of team members who go west in September) and the other was a grocery account with US connections. So, not exactly the full might of the UK retail spectrum – maybe talk of LA laying waste to numerous other buying trips and events is just a tad premature? Of course, it’s early days, and September very much remains the main LA event – the April trip may grow in years to come, but I wouldn’t write off all the other established alternatives just yet. That said, they do need to realise they are very much in a battle for survival…

A few senior people are on the move: I gather that Schleich UK country manager Thomas Randrup left the company at the end of last month after five years at the helm, following former Schleich marketing manager Paul Dearlove – who departed last month – in seeking new opportunities. In addition, Rubie’s MD Mike O’Connell announced on LinkedIn a few weeks ago that he would be stepping down from the role. I understand that Pete Warton from Rubie’s Australia will be taking over the position on an interim basis…

Buried deep within the recent Sainsbury’s results was the news that Argos sales rose by 9.3% last year. There is no individual category breakdown, so no-one knows whether that increase applied to toys, but if nothing else, it offers some vindication for Argos’s current strategy. Whether that will be enough to make all toy suppliers feel more positive towards Argos is another matter, but internally, this performance will certainly give the team confidence over the direction of travel.

The news that Mattel and Hasbro will be collaborating by creating new ranges based on each other's iconic IP raised a few eyebrows in the toy community, as it is the first time the two companies have worked together in this way. Some people even wondered whether this historic agreement was the precursor to something far bigger – namely a merger or acquisition between the two parties. I guess you can never say never where corporate America is concerned, but personally, I just don't see that happening any time soon. Of course, I may be completely wrong about that (there are never any guarantees where shareholders are concerned), but I have spoken at length to senior people from both organisations in recent months and it feels like they each have solid courses to follow and there is definitely a belief that better times are ahead. Mattel is confident that the Barbie movie will give a massive boost to the brand, while Hasbro’s Blueprint 2.0 strategy is very much underway, a plan which company leaders strongly believe will transform the company’s fortunes in the coming years. Instead, I see this new licensing arrangement more as a sign that the bloodymindedness of the past is giving way to a more pragmatic, common sense approach, as new management teams take the helm at both companies. The animosity between the two companies was real in the past – who can forget the badge of Action Man throttling Barbie which was worn by Hasbro staff when a merger was on the cards previously. However, it could equally be said it was a kind of confected rivalry that became blown out of all proportion (US execs not talking to each other in social settings for example). The UK arms of these companies haven't behaved like that for many years – they work together in perfect harmony on the BTHA, TIE, and various toy safety, charity and media committees. Anyway, there are way more than just two big global toy companies these days (Lego, MGA, Spin Master, Moose, Jazwares etc), so their competition is far broader than it used to be, and I think this tie-up makes perfect sense for both parties. It is good to see the invisible barriers of the past being broken down and from where I am sitting, I see no reason why this can't be developed even further going forward. Why would you not sign the best licences for your brands, or agree licensing deals with the best partners – wouldn’t that just be cutting your nose off to spite your face?

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world licensing feature starts here

from the publisher Licensing World W

Welcome to the ‘upside down’ - no, it’s not a Stranger Things supplement, that is a purely literal reference. Now that you have flipped the June issue over, you have arrived at our extended Licensing World special – 100 pages packed with all the latest news, views and information from the world of licensing, with a particular focus on the kids’ market. Of course, as the toy trade is well aware, the parameters of the traditional toy market have been extended

find information about everything from Bluey and CoComelon to Wednesday and Minecraft – and a whole lot more.

For those that will be heading to Vegas, we have a preview of the forthcoming Licensing Expo, to help you plan your trip. We also take a look at what’s happening with some of the licensors and properties that won’t be represented in Vegas this time round, plus we present an exhaustive round-up of the latest licensed products and ranges which will be arriving at retail in the coming

Hot Properties

Licensing World

Learning Resources holds Numberblocks immersive event in Norfolk

King’s Lynn is home to leading educational toys company Learning Resources which holds a global master toy licence for Numberblocks. An event in the town centre was organised in collaboration with Toymaster member, Youngsters World, an independent retail store, and attracted fans from across the county.

“It was the first ever Numberblocks immersive event and brought the characters and early years maths concepts from the award-winning hit CBeebies TV series to life in a fun way for young fans. Children received their free branded Numberblocks pencil and map from us and went on a journey around the high street district to find Numberblocks One to Five, working their way to Youngsters World where they received a free badge and got to meet Numberblock One,” said Chris Beardmore, UK sales manager.

He added: “We were delighted to learn that families both from our town and further afield in the county joined in and queued for a photo opportunity with One. The success of the event shows the broad appeal of the series to its audience base of young children and the opportunities for trade customers to come up with fun, innovative ways to attract shoppers to their stores to grow sales.”

Paul Sanderson, of Youngsters World, said: “We were extremely pleased with the event as the shop was packed out with children and parents who were also queuing down the street waiting to meet Numberblock One. We weren’t quite expecting people to have travelled so far to meet the character, which is a great indication of the brand awareness of Numberblocks.”

Moonbug announces new look and name for its 24/7 linear channel

Moonbug Entertainment, a subsidiary of Candle Media, has a refreshed new look for the company’s 24/7 linear channel, Moonbug Kids, and a new name – now simply Moonbug – in line with its wider corporate rebrand. The new Moonbug channel identity aims to convey the same energy and fun as its colourful shows and characters.

While streaming and content on-demand continue to gain popularity, linear channels are still relevant. In 2022, Moonbug saw a big expansion of its linear channel, reaching 75+ countries across the globe. Moonbug has provided dedicated feeds to leading partners across EMEA and APAC including O2, Multichoice/DStv, OSN, Turktelekom/Tivibu, Cignal, Astro, Turkcell/TV+, Telekom Malaysia/Unify TV and Telekom Indonesia/Indihome.

“We want to give every family the opportunity to enjoy our shows on their preferred and go-to platforms, whether it is on the go or at home on an ad-free linear channel,” said Moonbug’s managing director EMEA and APAC, Nicolas Eglau. “Especially with a pre-school audience, linear channels can be a huge help for young families trying to establish healthy routines. Whether it is bedtime, mealtimes or ‘brush your teeth moments’, our programming finds suitable content to mirror families’ daily life.”

Dilek Doyran, Moonbug director, Distribution & Content Partnerships EMEA, added: “Linear TV remains extremely relevant across many territories, where viewers favour ad-free content and a curated experience. It is also particularly relevant in markets where streaming penetration is not as extended and there is a big demand for linear services.”

The company says the rebrand further moves everything under a cohesive Moonbug umbrella, elevating its brand positioning and encouraging industry and consumer recognition as the company behind some of the most beloved shows in kids’ entertainment.

Gabby’s Dollhouse launches Gabby on the Go!

DreamWorks Animation has shared details of its new touring fan experience, Gabby on the Go! based on its popular animated television series Gabby’s Dollhouse, which will travel to nine different locations across the UK and France until July.

Gabby on the Go! gives fans the opportunity to jump inside Gabby’s fantastical, animated world for an adventure full of free activities, and to collect stamps in their Cat Passport as they go by exploring zones that recreate many of the rooms featured in the show. these include Gabby’s Bedroom, Cakey’s Kitchen, SS Mercat, Kitty Fairy’s Garden and DJ Catnip’s Music Bus. The experience was launched with a celebrity photocall attended by Rachel Riley and James & Ola Jordon, to mark the start of the tour.

families the chance to meet Gabby instore and receive a free Gabby’s Dollhouse magazine, created especially for the experience.

The tour began last month and following the UK dates, Gabby on the Go! will head over the channel into France to give fans in the region the opportunity to enjoy this very special live experience.

“There’s nothing else out there in the pre-school space quite like Gabby’s Dollhouse, and it’s really special to watch the reaction of fans as they step into Gabby’s world through this incredible interactive tour,” said Paul Bufton, vice president EMEA, Universal Products and Experiences. “The series comes to life so naturally through play, so we’re delighted that Gabby on the Go! will give children the opportunity to touch, feel and interact with their favourite elements and characters to extend their love of the brand beyond the TV show. Consumer marketing activations are central to our global brand strategy for Gabby’s Dollhouse and we can’t wait for more kids across the UK and France to enjoy this unforgettable experience.”

Gabby’s Dollhouse is now streaming on Netflix with a toy line available at Smyths Toys and other major retailers.

Licensing World

Just like the real Thing – Wow! Stuff unveils Wednesday range

Wow! Stuff has announced that MGM’s globally successful Wednesday brand will join its autumn portfolio, with the positively ghastly Thing leading the line-up. “We are delighted to be introducing a range of hugely innovative gifts and toys to market that reflect our passion for bringing great brands to life,” said MD, Dawn Lavalette.

Following the debut of season 1, Wednesday spent six weeks in the No.1 spot for most hours viewed of all English language TV series globally. The series accrued more than 1.2b hours viewed within its first 28 days on Netflix and has already been renewed for season 2.

Dawn commented: “MGM’s Wednesday is a hugely exciting property that has taken the world by storm since the release of the Netflix series in 2022, not to mention the continued popularity for The Addams Family brand.

Wednesday will get the Real FX treatment from Wow! Stuff’s multiple award-winning brand of toys that ‘Look Real, Feel Real and Sound Real’. Wow! Stuff has worked with MGM on the development of a Real FX Thing – a lifelike dismembered hand that crawls around on its own volition. The Real FX Thing will let fans create scenes just like in the series, utilising the green screen technology, Chromakey, pioneered by Wow! Stuff in the toy industry.

Dawn added, “Seeing Thing in action will make you disbelieve your own eyes – it looks, feels and acts just like the real Thing on our screens, and we know it’s going to be an instant hit with fans.”

Wednesday will also work its supernatural charm on Wow! Stuff’s unique connectable collectibles, Nano Pods. Dance Wednesday – inspired by the TikTok dance craze which has gone viral amassing billions of views – will be the must-have from the Nano Pods line-up, which will feature 12 fan-favourite characters to collect, with a superrare metallic Wednesday to chase down.

A CDU of ‘Blacker Than Black’ Wednesday putty, an illuminating Mood Light Window and heat-reveal and 3D mugs will also join the Wow! Stuff innovation collection.

To find out more about Wow! Stuff’s new Wednesday range, contact emma.prendaglia@wowstuff.com for UK or dawn.lavalette@wowstuff.com for EMEA.

The Lumistella Company expands its North Pole universe

Home to the original Santa-approved Christmas elf, The Elf on the Shelf, The Lumistella Company is anticipating an exciting future full of new stories, products and characters. Founder and co-CEO Chanda Bell commented: “2023 is the beginning of a whole new era of storytelling from The Lumistella Company. We are pulling back the curtain on the mystery and magic of the North Pole to reveal the narrative of the fantastical world beyond The Elf on the Shelf brand.”

The company is rolling out a broad portfolio of The Elf on the Shelf, Elf Pets and Elf Mates products, along with products featuring Santa’s most trusted magical arctic fox friend, Noorah. This beloved character uses her extraordinary gifts to assist Santa as he flies around the world undetected each Christmas Eve. One of Santa’s newest pals also makes a debut this season – the clever and fluffy Bogies are ready for adventures outside the North Pole.

With 75+ global licensees across key categories, The Lumistella Company is positioned for even further expansion in 2024 and 2025, in celebration of its 20th anniversary. Families can tune in as the songs of Santa’s North Pole become available for streaming through a global music distribution deal with Magic Star.

With the first-ever The Elf on the Shelf & Friends Challenge, in partnership with Medal Dash, fans can compete in a virtual run from their local communities and receive The Elf on the Shelf-branded race packets. Other partnerships include a global publishing deal with HarperCollins Publishers, as reported in the Toy World May issue, encompassing more than a dozen titles over the next five years, including a cookbook. Founder and co-CEO Christa Pitts added: “A wholly formed universe of storytelling is set to emerge in the coming years. We are thrilled to continue our work of creating joyful family moments and telling the stories of Santa's North Pole.”

Disguise to bring out MGA branded dress up

Disguise has announced a new multi-year contract with MGA Entertainment to design, manufacture and distribute costumes and dress up accessories across the globe for MGA’s hottest brands.

The agreement includes the L.O.L. Surprise!, Rainbow High, Little Tikes and Bratz brands. Disguise’s exceptional attention to detail and unwavering commitment to quality will serve to elevate these brands to the next level in costumes and dress-up. Its innovative designs have been created to appeal to kids and collectors alike, providing them with the opportunity to dress up as their favourite characters from some of MGA’s globally popular brands.

Tara Cortner, president and general manager of Disguise, commented: “We have prior experience collaborating with MGA and are well aware of the immense popularity of its brands at retail, as well as the fervour for dressing up as these characters. We have exciting and innovative ideas for these lines, and you can look forward to seeing them in stores and online all over the world later this year.”

“We are pleased to be extending our relationship with Disguise,” added Mindy Puente-Escalera, senior vice president, Global Licensing, MGA Entertainment. “It’s important to us that our brands continue to have many touchpoints allowing us to engage with our fans, and we believe these new products will be fan favourites from the start.”

The Disguise range of costumes and accessories for MGA Entertainment brands will be available later in 2023.

Licensing World

Build Your Own Wallace & Gromit Rocket scoops award

Build Your Own is celebrating an award win at the recent Gift of the Year awards after its new ecofriendly, Build Your Own Wallace & Gromit Rocket scooped the award for best Branded Gift.

Hampshire-based Build Your Own is delighted to have won this highly respected award, which recognises the best new, exciting and innovative products in the industry each year.

The team is very excited about the partnership with Aardman and bringing its first licensed product to market. They said there was a clear synergy between Build Your Own and Aardman from the beginning, and they had fantastic ideas for the kits from day one of the partnership.

The Build Your Own Rocket is from the iconic Wallace & Gromit film, A Grand Day Out. A cracking 40cms high once built, it has a clever pull-tab rocket door opening mechanism to enter the world of Wallace & Gromit. It includes Wallace and Gromit figures, the much-loved ‘cooker’ from the animation and many more internal furnishings.

Made using 100% sustainable cardboard and paper, Build Your Own’s Wallace & Gromit Rocket is not only fun and engaging to play with, but also eco-friendly.

Build Your Own was created by Paper Engine – a UK-based team of brilliant paper engineers with decades of experience engineering pop-up books, direct mail pieces, packaging and more. The company ethos is ‘Less plastic, paper fantastic!’ and the team is incredibly passionate about being environmentally responsible in all that they do and respecting the planet. The full range of kits is made using high-quality sustainable cardboard, with minimal plastics, with eco-friendly packaging that is 100% recyclable.

Commercial director Jason McKenzie commented: “We’d like to give a big thanks to everyone at The Giftware Association, the judges and the award sponsors. We’re so proud of everything that the team at Build Your Own has achieved. It has been a pleasure working and partnering with the team at Aardman – an incredible, talented bunch of people.”

Dino Ranch Season 2 premieres on Tiny Pop

Season 2 of Dino Ranch will premiere on UK Free TV, exclusively on Tiny Pop. The series began on International Dinosaur Day, Thursday, 1st June.

From Boat Rocker, Dino Ranch follows the action-packed adventures of the Cassidy family as they tackle life in a fantastical, “pre-westoric” setting where dinosaurs still roam. As the young ranchers learn the ropes, they discover the thrill of ranch life whilst navigating the great outdoors through unpredictable challenges. Season 2 brings new adventures for the young ranchers, as they take to the skies with new flying dinos in the tentpole event, Dino-Soar.

Season 2 continues the thrill-a-minute animated series that is packed with comedy and adventure, and introduces kids to problem-solving, the foundations of forging life-long friendships, strengthening family and community bonds, and taking care of animals.

Dino Ranch Season 2 is also available on-demand on the Pop Player.

Tiny Pop is available on Freeview 207, Sky 615, Virgin 737 and Freesat 605, while the Pop Player is available on Freeview Play, YouView, Freesat, Apple TV and on mobile.

Miraculous: Ladybug & Cat Noir, The Movie to launch on Netflix

Miraculous Ladybug makes her feature film debut in the enchanting animated musical tale Miraculous: Ladybug & Cat Noir, The Movie, a superhero blockbuster for the whole family which will launch on Netflix on July 28th and in select countries theatrically.

In addition to the US release on July 28th, SND will release the movie in France on July 5th and Studio Canal will release it on July 6th in Germany. Miraculous: Ladybug & Cat Noir, The Movie will also be released theatrically in China, Belgium, Switzerland, Poland and the Eastern Europe region, Russia, Greece, Turkey and Israël.

Based on the Miraculous: Tales of Ladybug & Cat Noir animated series that airs in over 120 countries around the globe and now in its fifth season, the movie follows ordinary teenager Marinette whose life in Paris goes superhuman when she becomes Ladybug. The movie takes fans on a journey of discovery, the intriguing origin story of how two normal teens – Marinette DuPain-Cheng and Adrien Agreste – embarked upon their superhero destinies. The movie is filled with action, comedy, music and magic.

Miraculous: Ladybug & Cat Noir, The Movie is directed by Jeremy Zag from an original screenplay by Jeremy Zag and Bettina López Mendoza based on a story written by Jeremy Zag. Aton Soumache, Jeremy Zag and Daisy Shang serve as producers. Executive producers are Emmanuel Jacomet, Michael Gracey (Director, The Greatest Showman, P!nk: All I know So Far; executive producer on Rocketman), Tyler Thompson, Alexis Vonarb, Jean-Bernard Marinot, Cynthia Zouari, Thierry Pasquet, and Ben Li. Harvey Mason Jr. (Dreamgirls, Sing!, Pitch Perfect) serves as executive music producer.

Cristina Vee Valenzuela reprises her role from the Miraculous: Tales of Ladybug & Cat Noir series as the voice of Ladybug, with Bryce Papenbrook as the voice of Cat Noir and Keith Silverstein as Gabriel Agreste, aka Hawk Moth.

Licensing World

TfL appoints IMG to grow global licensing programme

Transport for London (TfL) has announced a multi-year deal with international licensing agency IMG to expand its brand engagement and licensing programme both within the UK and across the world.

The new multi-year agreement will see IMG manage and build on TfL’s existing licensing programme, which has seen major collaborations with brands in recent years such as Arsenal, Kurt Geiger and Uniqlo.

Working together, the two companies will look to extend TfL’s internationally recognised brand across new markets, with a special focus on engaging children and supporting wellness and active travel products. These will include apparel and accessories, home, gift and stationery, publishing, food and beverage, toy and games, and experiential experiences.

London’s transport network has a rich history, with the city having the world’s oldest underground railway which opened in 1863. Over the last two centuries, the transport network has become synonymous with the city itself, representing it on the world stage and the distinctive London Underground roundel and Tube map, Routemaster bus, as well as its moquette (fabric designs) used on its Tubes, buses, and trains all being instantly recognisable.

The partnership will help brands access these assets, as well as iconography for rail and river services, buses, active travel modes such as walking and cycling, as well as the Elizabeth line. This new addition to London’s public transport network opened in May 2022 and, already, its iconic purple colour theme is seeing brands eager to collaborate with TfL on a wide range of products.

Brands will also have access to TfL’s extensive poster archive dating back to the early 20th century, which contains posters advertising travel to sporting events, tourist attractions and the much-loved art deco styles of the 1920s.

Ellen Sankey, Brand Licensing manager at TfL said: “We are delighted to be partnering with IMG to grow our brand licensing work. Every penny made by TfL is reinvested back into the transport network, and working with such a recognised leader in this field will help us reach new markets and engage with new audiences, such as licensed products for children.”

Magic Light joins forces with BBC for Tabby McTat animation

This Christmas, the BBC will air animated adventure Tabby McTat, from BAFTA-winning and Oscar-nominated producers Magic Light Pictures. The animation is a story, set on the streets of London, about the friendship between a musical cat and a talented busker called Fred.

The film is adapted from the hugely successful picture book written by Julia Donaldson and illustrated by Axel Scheffler, and marks the 11th animated special of their work produced by Magic Light Pictures for the BBC. This is a special year for Julia and Axel, as 2023 marks the 30th year of their creative partnership.

The film stars Rob Brydon (Gavin and Stacey) as Fred, Sope Dìrísú (Gangs of London) as Tabby, Cariad Lloyd (Peep Show) as Prunella, Joanna Scanlan (The Thick of It) as Pat, Jodie Whittaker (Doctor Who) as the narrator, and Susan Wokoma (Enola Holmes) as Sock. Animation services are provided by Red Star Studio.

The film follows Fred and Tabby McTat, who enjoy a contented life singing on the streets of London to delighted audiences. One day when chasing a thief, Fred falls, breaks his leg and is whisked away in an ambulance, leaving his bemused cat alone on the city streets.

Author Julia Donaldson commented: “I used to love busking with my husband Malcolm when we were living in Bristol, and also in Paris. We also both love cats; this story is really close to my heart and combines two of my passions: singing and cats.”

Producer, Barney Goodland added: “Julia and Axel’s book is a beautiful, heart-warming story that we’re delighted to be adapting for BBC viewers this Christmas. The friendship between Fred and Tabby is a truly special one and the film explores how their relationship changes unexpectedly as their lives move forward, and ultimately, how they learn to embrace that change.”

Holy smoke, it’s a Lego Batcave!

The Lego Group has announced its latest addition to the Lego Batman Collection – the Lego Batman Returns Batcave Shadow Box. An official collaboration with Warner Bros. Discovery Global Consumer Products and DC, this highly detailed set combines beautiful display pieces with iconic iconography perfect for ultimate Batman fans.

Based on the Warner Bros. Pictures’ Batman Returns, the set is incredibly detailed and features the full Batcave, inside a display box with a cut-out in the shape of the iconic Batman emblem. At the heart of the set is the Caped Crusader’s Batmobile and, just like Batman’s Batcave, the set features clever functions and gadgets including the ability to move furniture, change images on the big screen, open a vault and open a door and several light bricks.

In addition, the set comes with brand new minifigures of Catwoman and The Penguin, as well as various minifigures including Bruce Wayne, Alfred Pennyworth and Max Shreck

With 3981 pieces, the new Lego Batman Shadow Box set is available for Lego VIPs from 5th June, and to all from 8th June.

©Disney

Licensing World

Acamar engages Retail Monster for UK opportunities

Acamar Films, the independent creative studio that produces popular pre-school animation Bing, has enlisted the expertise of Retail Monster in the UK to accelerate Bing’s consumer products programme at retail, and drive new licensing partnerships for the award-winning property.

Retail Monster will act as an extension of the Acamar Films UK licensing sales team, complementing sales efforts, attending key trade shows and identifying new retail channels for Bing. Next year, Acamar Films will celebrate the tenth anniversary of the UK premiere of Bing, and 2024 will see new partnerships, products and content launches planned, to build on Bing’s existing success in the market.

“Bing is a timeless pre-school property which still delights young audiences now, as much as it did ten years ago,” said Katie Rollings, chief Licensing officer at Acamar Films. “We are so proud of the work that we do with our best-in-class licensing partners and by tapping into Retail Monster’s retail activation expertise, we will be able to create truly special initiatives that will give Bing a broader and deeper retail presence.”

Vicki Ingram, senior Brand and Retail manager at Retail Monster, added: “We are very excited to be partnering with Acamar Films. Bing is a much-loved brand and the way in which the series reflects everyday, relatable experiences for pre-schoolers means that we will have lots of opportunity to create campaigns that not only drive sales but are also meaningful to families.”

In the UK, Bing is a top-performing pre-school show. One of the most requested CBeebies shows on BBC iPlayer, the series also commands impressive viewership on YouTube. In licensing, new hero toy Talking Rainybow Bing has been launched this spring with a supporting multi-channel campaign driving strong sales at retail.

Warner Bros. unveils extensive collection of The Flash merchandise

Warner Bros. Discovery Global Consumer Products (WBDGCP) and DC have unveiled a massive global merchandise collection inspired by Warner Bros. Pictures’ highly anticipated The Flash movie.

All-new products across numerous categories give fans around the world a taste of the epic story that will unfold when the film releases in North America on June 16th and internationally beginning June 14th. Including toys and collectibles from global partners like Mattel, Funko, Spin Master and McFarlane Toys, costumes by Rubies and new footwear from Puma, the collection offers something for fans of all ages in every timeline. Warner Bros. Discovery’s DC Shop will also debut a host of exclusives for fans.

“DC’s The Flash starring in his first-ever feature film calls for a robust collection that celebrates a once-in-a-lifetime event: The Flash, Batman and Supergirl appearing in the same live-action film,” said Pam Lifford, president, Warner Bros. Discovery Global Brands and Experiences. “Alongside renowned partners from around the world, we’ve developed a crosscategory line that commemorates this Multiverse-breaking adventure.”

WBDGCP’s The Flash collection is as expansive as the DC Multiverse, featuring unique products in every major market around the world. Highlights in Toys & Collectibles include: Mattel’s Supergirl Barbie Doll; Spin Master’s The Flash Speed Force Runner, Flash Hero Set and limited edition 1989 Batmobile RC; Just Play’s The Flash Small Plush Bundle featuring the Scarlet Speedster, Batman and Supergirl 7” soft toys; McFarlane Toys’ Batmobile, Batwing and Batcycle vehicles, Batman, Supergirl, The Flash and more 7” scale figures, and statues from DC Direct and DC Multiverse; and Funko’s The Flash, Wonder Woman, General Zod, Barry Allen, Young Barry Allen, Supergirl, Iris West and Batman Pop! vinyls.

Further consumer products will also be launched in Kids Fashion & Accessories; Fashion, Footwear & Accessories; Jewellery; Home Goods; Artwork; Kitchenware and

An international The Flash licensing programme across Europe, the Middle East and Africa will also offer a wide range of pan-regional and local deals across all

Toikido signs Piñata Smashlings deals with IMG and Redan

Global entertainment and toy company Toikido has announced it has appointed IMG as its exclusive licensing representative in key territories including Europe, Middle East, Asia, Africa and Latin America. Under the new agreement, IMG will help develop a diverse portfolio of products and experiences for Toikido’s first-ever in-house IP, Piñata Smashlings.

Launching this June with a Roblox video game, the highly anticipated Piñata Smashlings features hundreds of characters called Smashlings and Piñatas. The game will be followed by the launch of an animated children’s television series, as well as a product line including toys, collectibles and apparel, making it the first Roblox gaming IP to debut physical retail products in the same launch window as the initial game. Toikido has also collaborated with several major content creators across TikTok, YouTube and Twitch to further expand and activate the Piñataverse.

Darran Garnham, founder and CEO of Toikido, stated: “The Toikido team is chuffed to have such a strong and experienced licensing partner on board for the launch of Piñata Smashlings. IMG’s reputation speaks for itself and has been built on its consistent performance, expertise and international reach. Most importantly though, the team shares the same passion for the Piñata Smashlings’ IP as we do and we’re confident that by working together, children and adults across the world will be able to experience the magic, wonder and fun of the Piñataverse.”

Adam Steel, senior director of Licensing, IMG, added: “We are delighted to welcome Darran and the whole Toikido family to IMG. With a Roblox video game, an animated series and a range of consumer products already locked in before its official launch, Piñata Smashlings is on track to become the next blockbuster gaming and children’s brand. We look forward to combining Toikido’s unparalleled industry expertise with our specialist knowledge of the entertainment and gaming landscape across our global network to bring the Piñataverse to fans around the world.”

Toikido has also signed a deal with Redan Publishing for children’s magazines. Piñata Smashlings will regularly feature in a selection of Redan’s multi-character titles to help build brand awareness, support the game release on Roblox, and aid promotion of the toy lines from PMI when they launch later in the year. Content in the compilation magazines will also serve to seed the launch of a smashing standalone magazine containing everything Smashlings, due to hit shelves in spring 2024.

Julie Jones, MD at Redan, commented: “We’re absolutely delighted to be chosen as the magazine partner for Piñata Smashlings. When we were first presented with this up-and-coming IP, we could see huge potential and immediately fell in love with the artwork, back story and general vibrancy of the property. The enthusiasm and positivity of the team at Toikido is infectious and we are thrilled to be working with it to develop a magazine strategy that aims to propel Piñata Smashlings to the top of the children’s magazine category.”

Hot

Bing’s unique pre-school proposition propels global growth

As Acamar Films looks forward to celebrating the 10th anniversary of the UK premiere of Bing in 2024, the awardwinning pre-school show is still captivating young audiences worldwide. Here, the studio explains what’s behind the little bunny’s longevity and how licensing plays a big part in its enduring appeal.

This year, Bing continues its global upwards trajectory with broadcast deals in over 130 territories worldwide. The property is also making headway in emerging markets with new content, experiences and consumer products.

Recent linear TV launches on France Television’s France 5 and on RTL Kockica in Croatia have generated strong early engagement. Three new language channels on YouTube (French, Croatian and Greek) have taken Bing’s channel total to 23, where over 1m hours of content are viewed daily, while subscribers have surpassed 6.5m. In the UK, Bing has surpassed 940m BBC iPlayer requests since launch, cementing the show as a CBeebies favourite.

Chief Licensing officer Katie Rollings joined the Acamar Films team in April, where she’ll be leading the next stage of the company’s global licensing and experiential strategy. She says: “Bing occupies a unique spot; a series that truly centres the toddler experience, serving developmental milestones that are universal and timeless. The opportunities for Bing are immense and I’m looking forward to working with our partners as we continue to grow this exceptional property.”

Careful toy development is integral to this expansion. Master toy partner, Golden Bear, launched a new hero line in spring/summer 2023: Talking Rainybow Bing. The launch was supported by a colourful campaign incorporating a Rainybow social filter, nursery mural live action video and a Rainybow Show special on YouTube. Other new toys for the UK and Europe arriving in autumn/winter 2023 will include the new

shown in the series.

“Our research shows that parents value toys that provide educational value as well as durability, longevity and fun,” explains Becs Henchey, Product & Innovation director at Golden Bear. “Mindful consideration has been given to our Bing range to deliver skill enhancement through play. The upcoming Peek-aboo Bing provides a strong connection with the series while also supporting developmental milestones and encouraging schemas that are present across the preschool age range.”

Alongside toys, Bing’s publishing programme expands year-on-year. Master publisher, HarperCollins, will add six new titles to its UK range in 2023 including novelty, picture, and sound books. Total sales have exceeded 5.2m books worldwide, and backlist titles Bing’s Little Library, All Aboard the Toilet Train and The Rainybow Song remain consistent best-sellers.

Acamar Films is dedicated to maintaining the quality and value of its carefully crafted work via Bing’s extensive library of episodes, YouTube videos, cinema productions, theatre and live shows, apps, games, audio and licensed products. Every episode of Bing is created with input from speech, language and developmental experts to ensure that the stories are not only engaging but also truly authentic to those watching, and supportive of their emotional, social and cognitive development. An exciting acceleration of new content production is planned over the next five years with standards remaining consistently high.

In April, Acamar Films launched a refreshed and redesigned version of its proprietary app, Bing: Watch Play Learn. The app, which has over 2.3m downloads in the UK, Italy, Poland, Spain and the Netherlands, has new audio features including stories, songs and music playlists alongside the existing episodes

This summer, a brand-new website will form the backbone of Acamar Films’ strategy - to more closely engage grown-ups – and will host a catalogue of resources, written or endorsed by experts, to support key developmental milestones, as well as episode guides and product information.

Parents recognise the value of Bing. One mother of a four-year-old said: “Bing is relatable for children and parents. It helps children to understand their

feelings and how they can feel better.” Another noted that Bing: “…references different experiences and temporary disappointment. It's good to show toddlers that things won't always go as planned - and that's OK." A third, a mother of a two-and-a-half-year-old, appreciated how: “Bing talks about emotions. This is important in terms of mental health and age-related tantrums.”

Bing is a unique proposition, a space where feelings can be explored and discussed free of judgement. Almost 10 years since the premiere of Bing on CBeebies, Acamar Films is on a mission to ensure it connects even more deeply with grown-ups and emphasises the tools that Bing offers. Ongoing marketing and PR initiatives, plus meaningful partnerships with organisations such as the UK’s NSPCC and Societa Italiana di Pediatria and Assonidi in Italy, help reinforce the show’s unique values.

Bing’s UK experiential presence has been ramping up, ready for what’s set to be a busy summer. Alton Towers Resort’s Bing-themed hotel rooms at CBeebies Land Hotel are booking out each season and Gulliver’s Theme Park Resorts has launched a brand-new live show at its Milton Keynes park. Spring saw Bing and Flop welcomed to Chester Zoo with an activity trail and story time sessions. This will be followed by a programme of meet & greets at family festivals including Gloworm and Carfest.

So, what’s next for Bing? Maintaining success in existing markets is a key focus, so Acamar Films is embarking on the next phase of an exciting global content rollout strategy, as well as tracking the success of Bing’s fastest-growing YouTube channel in Indonesia. 10 years of Bing – and of entertaining children whilst laying down valuable foundations for their lives - has been a huge achievement, and the next 10 will be another big adventure.

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To find out more, send us an email at trade@bigpotato.co.uk or give us a ring on 020 3620 9495. © & TM Aardman 2023.

Global hit TV series and YouTube sensation, Numberblocks, leads the charge for Blue Zoo Licensing. Numberblocks is an integral part of the Blocks Universe, which includes Alphablocks, Numberblocks and Colourblocks.

The show is a multi-award nominee and won a BAFTA for Children's Pre-school Animation in 2019. With 120 x 5 mins episodes (and more on the way) plus a number of specials and mash ups, Numberblocks has proved a global hit on CBeebies, Netflix, ABC and Noggin, to name but a few and has been translated into six languages and counting. On YouTube, total subscribers for the shows are at 10m and growing rapidly, with lifetime views of over 7.5b. the property has a social media reach of 11.2m and its music streams have topped 12.5m, with over 39k monthly listeners.

All the Blocks shows, created by Joe Elliot with multi-award-winning animation studio Blue Zoo and commissioned by the BBC, create transformational learning experiences for young children through TV shows, interactive, print and hands-on play and engage millions of children worldwide in the joy of reading, maths, colour and creativity.

Numberblocks helps children to see how numbers really work − and master a new key maths skill with every adventure. It’s a story of friends who can always count on each other − but, most of all, Numberblocks is about having fun with numbers. Blue Zoo has worked with NCETM (National Centre for Excellence in the Teaching of Mathematics) to make sure Numberblocks delivers the essential numeracy skills that build good number sense and a solid foundation for a lifetime of maths success.

Loved by children, parents and teachers alike, Numberblocks has a number of licensed deals in the UK and a Master toy deal with Learning Resources and sister company Hand2Mind. Following the runaway success of its bestselling Mathlink Cubes, product including Stampoline sets, Clings and Plush as well as curriculum-based classroom sets soon followed and the range has won an impressive 33 awards to date. This year interactive plush, figurine and vehicle sets, a playset and a boardgame will join the offering.

Other licensees - including Immediate Media, Sweet Cherry Publishing, Trends, Fashion UK, Rubies, Texco, Zak, Aykroyd and Sons, TDP, Moonpig and costume characters from Rainbow Productions - ensure a solid base from which to expand the consumer product offering, both in the UK and internationally. Blue Zoo is currently working on filling any remaining gaps in the product range, including partyware, live events, food and beverage and a multi-territory promotion, and continues to work on direct-to-consumer deals as well as experiential events for fans.

Interest internationally continues to grow, with agents recently signed in South Korea where an extremely successful publishing programme with Penguin Random House already exists. Other agents include the recently signed Spacetoon and soon to be signed deals in the US, Japan, Latin America and Australia.

With new seasons in development across all Blocks Shows, a strong digital presence with new content each week, as well as free and premium apps (which consistently feature in the top 10 paid and free app charts) and a dedicated social media offering across all platforms, the brand continues to grow and delight fans globally.

Cry Babies Magic Tears

IMC Toys

As part of its partnership with Retail Monster, IMC Toys is set to strengthen the licensing roll out of its global success: Cry Babies Magic Tears. The new line-up of UK licensees comes after IMC’s new Tropical brand theme launched this spring, alongside brand-new animated episodes streaming on YouTube and Prime video.

Poetic Brands will launch a full range of Cry Babies Magic Tears kids’ apparel, which will include daywear, nightwear, underwear and swimwear. In addition, RJ Bags will be giving its popular range of bags, lunch bags, luggage and umbrellas the Cry Babies Magic Tears treatment, ideal for CBMT fans who like to be on the go. Poetic Brands has also launched a first-to-market exclusive range with Character.com this month, and RJ Bags is set to launch pre-Christmas.

In April, sticker specialists Paper Projects unveiled a range of stickers, reward charts and sticker activity sheets, all designed to bring the Cry Babies characters to life.

A Cry Babies magazine packed with stories and arts & craft was published at the end of last month by leading children’s magazine publishers Kennedy Publishing, designed to teach kids about the characters and their various themed worlds.

Hot Beano

Beano Studios

The red and black bunting is up and mischief is in the air on the streets of Beanotown, as Beano celebrates its 85th Anniversary this year. Beano Studios will mark the moment with new licensing deals and partnerships, events and experiential, as well as brand partnerships, school campaigns, national marketing and PR.

Since 1938, Beano has always had its finger on the pulse of what kids in Britain think, want and dream of. In its 85th year, Beano celebrates the joy of childhood, by giving the nation more reasons than ever to have fun and make more mischief.

Family fun will be at the forefront in 2023, as Beano, the BBC Concert Orchestra and the Southbank Centre have partnered to bring the hit TV show Dennis & Gnasher: Unleashed! to life this summer, for the world’s first ever “comiconcerto”. Dennis & Gnasher Unleashed at the Orchestra will see the Beanotown friends conduct some epic classical music antics with the BBC Concert Orchestra and star percussionist Colin Currie.

Reflecting its young audience’s environmental awareness, Beano, together with licensing agent Rocket Licensing, will continue a partnerships centred around environment and conservation. Following recent successful events at Kew Gardens and Eden Project Cornwall, Beano will invite children and families at Whipsnade Zoo this summer to enjoy Beano Goes Wild at Whipsnade Zoo. Dennis, Gnasher and his friends will guide visitors on an inspiring, interactive and fun-filled trail.

The characters will also take centre stage in various towns across the country, as a recent partnership with Outdoor Gaming Company brings Beano: The Outdoor Game to life. Families and Beano fans of all ages can accompany Dennis on a scavenger hunt in his search for Gnasher, cracking crucial clues and completing hilarious tasks along the way.

In hospitality, Beano Studios has welcomed a new partnership with Apex Hotels Dundee, to mark its 20th birthday and celebrate the city’s comic legacy. To add to the festivities, Bridget’s Bakery will launch the Beano Afternoon Tea Bus in the City of London this spring. The bus will be equipped with themed food experiences onboard and fun activities for children of all ages.

In publishing, Beano’s partnership with Farshore Books will see new titles launching this year: the expanded and updated version of The Ultimate Guide to Beano, Dennis & Gnasher: Little Menace’s Great Escape, as well as a special anniversary book soon to be revealed, scheduled for the end of the year.

Successful Beano licensing partnership with Hollywood Bowl, Blu Goblin and VisitScotland and Scotrail continue throughout 2023. Blu Goblin will launch a Beanothemed unique chess set in support of Save the Children, as well as a range of anniversary badges, and Hollywood Bowl will welcome families in centres nation-wide with Beano surprises throughout the year. VisitScotland and Scotrail’s tourism campaign in partnership with Beano continues, aiming to reignite families’ love of trail adventures. The two-year brand partnership promotes sustainable travel as part of Scottish tourism’s recovery. Happy Monkey x Beano smoothies are returning to shelves this July, in stores across the country.

Beano licensed product also includes apparel, dress-up, cards and calendars, plus puzzles and gifts from licensees such as Aykroyds, Danilo, Star Editions and Rubies Masquerade, with new partners to be revealed over the summer.

The animated show Dennis & Gnasher: Unleashed!, launched on CBBC in 2017, has been distributed in over 100 countries around the world and it is now in its second season. Dennis’s quest of putting a smile on children’s faces all over the world continues, helped by two new recent distribution deals: the Pan-African SVOD service Showmax and Peacock USA.

Additionally, Beanotown will be celebrating several other significant milestones in the next 12 months, such as The Numskulls’ 30th Anniversary in October, Minnie the Minx’s 70th Anniversary in December and The Bash Street Kids’ 70th in early 2024.

Have you met littlemy friend…

“The Action Figure category has evolved - but not necessarily 100% in a positive way,” explains Matt Booker, who has been immersed in it for more than 30 years via The Corsham Toy Shop and Automattic Comics. Dressed that day in a Star Wars shirt covered in pictures of a Rancor action figure, Matt probably wouldn’t object to being called a geek – and on the subject of Action Figures, he certainly has a lot to say.

Let’s start with the good, the companies that are nailing it. Bandai, he tells us, offers a huge variety of Action Figures across all price points and licences, including the McFarlane range. Matt has been stocking McFarlane for some 25 years but says that during that time, the company has remained true to its roots and accessible to fans, with affordable pricing making it the brand of choice among many a collector (including Toy World’s own Rachael Simpson-Jones).

Leading properties in the space, according to both Matt and Dave Middleton, the owner of Midco Toymaster, Midco Toy Planet and Midco Freak Treats, include Paw Patrol, Minecraft, Batman (particularly Spin Master’s Batman range, which performed very well at Corsham Toy Shop even though the latest film was rated 18), Pokémon and WWE, with the latter three appealing to kids and kidults alike. Anime and gaming are coming to the fore too, which Dave says is a reflection of the changing way kids play and consume media.

Matt and Dave are also hugely excited for the new Playmates master toy range of Teenage Mutant Ninja Turtles action figures, which is available in the UK via Character. Dave says: “Playmates makes really good action figures, and I think the new TMNT ones look great. They also prove that good action figures don’t need to be

expensive. The entry range is priced at around £12 which is cracking. Kids (and adults) are really going to collect these

The pair, to put it bluntly, have an axe to grind regarding pricing. The way Matt sees it, some companies have been gouging prices to the point of unaffordability for collectors, meaning they are then having to clear down stock at rock bottom prices. This is affecting the marketplace. He says 12” toys remain a popular gifting option, but at around £30 per figure, they’re beyond the realms of collectability for most kids. And seeing as kids make up around 50% of action figures sales (according to Dave) that’s a lot of frustrated potential consumers being priced out of the market. Matt agrees, telling Toy World: “Once kids hit the latter end of primary school there’s nothing for them: prices get too high and that means action figures aren’t progressing into the playground like they used to.”

There is hope though. In Vegas earlier this year, Matt previewed Hasbro’s Epic Hero Series of 4” action figures. He says it’s an ‘awesome’ range, with a decent level of articulation, limited paint decos, amazing sculpts and a really strong £10 RRP which will massively boost collectability. The issue? It’s not coming to the UK. Matt feels this is a shame. He clearly thinks this is one of the most exciting ranges to come out of the action figures market in some time and sees huge potential for it in the UK, particularly the Indiana Jones, Spider-Man and Marvel figures. Hopefully, the efforts of the likes of Matt to bring this fantastic range to the UK will soon pay off for everyone involved.

Another area for improvement relates to licensors. With the vast majority of the most popular ranges being licensed, it’s perhaps no surprise that secrecy

around content and characters is stymying the efforts of licensees to get product to market while the licence is most in-demand. Matt highlights Disney as one of the worst culprits for this, saying it’s far too unwilling to share information when it needs to be. He also cites lack of communication as a possible reason why Fortnite sales have slowed at his store: with so many new skins and weapons released each month, licensees simply can’t keep up unless they’re given enough advance notice.

So what do Matt and Dave want to see happen in the Action Figures category? For Matt, it’s reasonably simple: more affordable RRPs, less secrecy and more listening to fans. He tells us about one major supplier that removed the plastic windows from some of its collectible action figure ranges, despite outcry from consumers, not bearing in mind that a) people actually want to see their action figures and b) the packaging is a fundamental, ‘unthrowawayable’ part of the product. Interestingly, the company has since reversed that decision and returned to window boxes…

Dave, meanwhile, wants to see the category return to the 90s, what he calls the heyday for action figures. “If you had a flick through a Kenner catalogue from back then, you’d see they developed figures for absolutely everything – Congo, Waterworld, Aliens, Jurassic Park. It made proper kids toy lines, complete with vehicles, accessories and play sets, and ranges used to come with cards on which you could cross off which ones you had. Barring Playmates, which made arguably one of the greatest action figure ranges of all time - the original TMNT toy line - there aren’t any companies still doing that, and there are definitely players out there that could. Action figures are my life: I want to see them return to the glory days.

Keen to find out what’s happening on the Action Figure front line, Toy World sits down with experts (and collectors) Matt Booker and Dave Middleton to find out what’s selling, which companies are getting the category right, and where it could become even stronger.

Sticking it to the fan

Jack Sturman, Collector & Hobby channel brand manager at Bandai - a leader in the Action Figures category – tells Toy World readers what (and who) is driving sales, what kinds of licences are coming to the forefront, and how the company works with retailers to ensure success across its entire portfolio.

Pokémon or Yu-Gi-Oh, for example - and those IPs are still going strong today. What this means is that Kidults have a built-in relationship with these properties. Combined with financial independence, this encourages large-scale consumption of a variety of collectibles, from trading cards to action figures and statues, plus so much more.

What are Kidults and kids alike seeking from their action figures? How do your products cater to those needs?

will hopefully buy our Kidult ranges, so we like to start them on the Bandai journey as soon as we can.

What do your latest

Action Figures

launches offer retailers from a commercial perspective? And how are you supporting your retail partners this year?

How much does the success of your Action Figure ranges hinge upon game, film and TV licences? Is there a particular area into which licensing is moving?

Overall, the Action Figures category is almost completely reliant on licences from Game, TV and films: roughly 80% of the total market stems from licensed product. At Bandai, this figure jumps to 100%. We focus all our efforts here on licensed properties, both for the younger action figure consumer and the Kidult collector. A licence has the benefit of content awareness and marketing, which we use to build the fanbase for the Action Figures we create.

We’re seeing an interesting shift in the market toward Gaming IPs. New and classic properties alike, such as Sonic, Crash Bandicoot, Fall Guys and Animal Crossing, are coming to the forefront, while TV and Movie properties are dropping off a little compared to previous years.

Are Kidults still driving sales of higher-end, collector-quality figures?

The Kidult demographic is a core component of the UK collectibles landscape and doesn’t really have an upper ceiling from an age perspective, so yes, it's still the driving

They’re looking for Action Figures based on their favourite characters and properties. Their age, taste and budget will define their desire for articulation points, paint decos and presentation. Action Figures are at the heart of Bandai’s success and so we know that a love of Action Figures starts off at a very young age. Pre-schoolers start by playing with their Milo and True figures, for example, while at school age, properties such as Sonic, Crash Bandicoot and Dragon Ball tie in with what kids are seeing at the cinema, on their gaming consoles and on TV.

Moving to Kidults, Bandai has a huge variety of brands and products to suit all consumers, be they a new collector or a seasoned veteran. Our core range of Bandai 5” and 6” Anime Action Figures cater to the collectors who are just starting to explore the world of Anime and includes properties such as Naruto, Demon Slayer, Jujutsu Kaisen, and One Piece. Minix, Stranger Things capsules and Chibi Masters all offer a collectible opportunity with a lower price point, while Banpresto, Megahouse and Ichibansho offer technically impressive figures that leverage the latest in technology, with price points expanding all the way up to multiple hundreds of pounds.

Then the McFarlane Toys range caters to the more traditional ‘comic’ inspired collector. The DC Multiverse range of action figures is designed for the 20-something Kidult looking to add as many DC characters to their

We’re very proud of our position as a market leader in the Action Figure space. Our strength in the category is down to our close, long-term relationships with licensors and demonstrable experience in all manner of licensed media formats, from games and amusements to trading cards and what we call ‘collectibles’.

Our current Action Figure range is split into several categories, each with its own offering for our retail partners. We are working with our customers to tailor our offering, ensuring it has the right mix of products for our partners’ consumers and focusing on the price points and licences which work best for them. We also hope to add value to our relationships with buyers by guiding them, especially within the kidult and collector area, which can be difficult to navigate for newcomers.

Our ranges will be supported with investment in POS, social media assets and digital advertising to build awareness and growth.

Action Figures & Collectibles

Magicbox

01293 222500 | www.magicboxint.com | sales@magicbox-toys.co.uk

Magicbox is ready for action with its T-Racers mix-and-race vehicles and SuperThings figures.

The SuperThings range offers action, adventure, collectability and affordability, making it an ultimate pocket money pick-up. The Circana Group’s March report named SuperThings No.1 in Action Figure Collectibles YTD, and each new collection has outperformed the last. There’s more success to come, with new lines to discover this autumn.

Another addition is the Wild Kids figures. Professor K has discovered a green energy, from which strange eggs have hatched. Touching one of the eggs grants strange animal powers, turning kids into Wild Kids. The eggs reveal never-seen-before animal SuperThings that will accompany the Wild Kids on all their adventures.

These figures join the Superbot Power Arms, which have unbelievably flexible limbs. There are two to collect: one is made from all things sugar and fun, whilst the other is born of trash. Offering more robotthemed fun, the Wild Tigerbot has big cat characteristics. In closed position, it sits back on all fours, but with one simple move it springs into “attack”. Included is an exclusive SuperThing and Kazoom Kid that can pilot the Transformer from its mouth.

This August will see the release of new Mutant Battle SuperThings. The theme promises character mix-ups aplenty, 100+ characters to find and a colour-change effect to discover.

The T-Racers mix and race vehicles and drivers collection will speed into autumn/winter with a brand-new Color Rush series. This new theme will bring with it eight new cars and racers to collect, unlocking more than 500 combinations and possibilities. The more kids collect, the more car combinations they can create. A key chase item in the Color Rush series will be the ultra-rare, colour changing Tagmalion.

Magicbox believes in maximum investment across its brands and both SuperThings and T-Racers will benefit from digital pre-roll and TV, all mixed up with inventive PR campaigns.

Heathside

01282

775778 | www.heathside.biz | sales@heathside.biz

In October, fans will be both thrilled and chilled by the highly anticipated release of the Five Nights at Freddy's film. To coincide with this eagerly awaited event, Heathside is presenting a range of products that will bring the beloved characters to life in a whole new way. From squishies to backpack hangers and spinners to hiding kits, even gift sets, the company has something for every fan. With a competitive pricing strategy aimed at driving volume, these products offer great value for both collectors and enthusiasts alike.

In August, as the new Teenage Mutant Ninja Turtles film hits the big screen, Heathside will release a line-up of plush and mini figures ready to captivate fans of all ages. These adorable additions will ensure that the fun continues long after the credits roll.

The company is also pleased to announce recent growth for the Toxic Waste Candy brand, which will soon be accompanied by Heathside’s exclusive merchandise range. Consumers can expect an explosion of colour and flavour as this engaging new collection of plush and mini figures hits the shelves.

In addition to these releases, Heathside has an extensive line-up featuring other beloved franchises, from the speedy adventures of Sonic to the pixelated world of Minecraft, and from the enchanting Disney 100 to the captivating realms of Kirby, Harry Potter, Hatsune Miku and Dragon Ball Z. These ranges will continue into 2024, with new product developments and further launches on the horizon.

Readers are advised to stay tuned as Heathside unveils more surprises and announcements in the coming months. The world of toys is constantly evolving, and the company is committed to bringing retailers offerings that will fuel the imagination and joy of fans worldwide.

DevSeries is the next generation of UGC-based figures and toys. Jazwares is working with some of the most innovative and socially empowering digital experiences in the gaming space including Brookhaven, Arsenal, Jailbreak, Ninja Legends, Livetopia, Murder Mystery 2, Hide and Seek Extreme and Build A Boat For Treasure to name just a few.

Working directly with the developers of these experiences has allowed Jazwares to create true-to-brand products that reflect the wants and needs of their specific audiences. This year, each DevSeries figure includes a code kids can use to redeem a digital fashion item for their metaverse avatar, adding a new layer of reward and collectability to each purchase. Collectors will have the opportunity to make their own real-world avatars by mixing

Following hugely exciting developments within the Pokémon franchise, 2023 is proving to be another incredible year for the Pokémon Master Toy Line. Jazwares continues its success with an ever-expanding range of action figures and collectibles, featuring new and fan-favourite characters within the 2” and 3” Figures, 4.5” Battle Feature Figures, 12” Epic Figures and multipacks lines. A refresh to the expansive Select collector figure range will include new-look 3” Battle Figures, Vinyl Figures, Evolution Packs, 6” Super Articulated Figures, Deluxe Collector Statues and more. The full line is supported by a robust marketing campaign.

Major changes to the Fortnite world are keeping the fanbase hugely engaged. Expanding the digital experience into physical play, Jazwares will continue to launch exciting refreshes to the Solo Mode 4” action figure line and to the Master Grade 4” action figure line, a collector-focused action figure line with enhanced features including lights and removable armour. Exclusive in-game DLC codes add seamless toy-to-game integration.

The AEW Unrivaled and AEW Unmatched lines feature 25 points of articulation, authentic 3D-scanned likenesses, and a variety of accessories and ring wear styled from AEW Dynamite and PPV events. Adults watching AEW content are seeking out their favourite talent in action figure form, and Jazwares anticipates an explosion in demand as AEW hosts its first ever UK show at Wembley in August this year. Further exciting new launches within the action figure category will also be announced soon.

Click Distribution UK

0330 123 2559 | www.clickdistribution.co.uk

click@clickdistributionuk.com

Click Distribution UK is offering a wide range of action figures this autumn. It will be launching new action figures for the highly anticipated Series 2 for Poppy Playtime which will consist of new variations of Huggy, Bunzo, and Player. The new series of action figures will also be accompanied by a brand-new range of plush, mini figures and collector bundles.

Following on from the launch of Rainbow Friends Mini Figures and Plush this spring, the company will be introducing a brand-new range of 5” articulated action figures, based on the most popular characters including Blue, Red, Green and Happy Blue.

Click Distribution also has a wide range of highly detailed and fully articulated Yu-Gi-Oh! Action Figures and Deluxe Action Figures available this year, which include favourite Yu-Gi-Oh! characters such as Yami Yugi, Seto Kaiba, Joey Wheeler, The Winged Dragon of Ra, The Sky Dragon, Blue Eyes Ultimate Dragon, Blue Eyes White Dragon and Exodia the Forbidden One.

This summer there will be a brand-new series of Pet Simulator Figures, along with all new plush, collector bundles and collectibles. Pet Simulator continues to go from strength to strength and is in the Top 3 biggest games on Roblox.

This year Click Distribution is introducing the master toy line for brand new Roblox property: Doors. This range will include 5” articulated action figures, plush, mini figures and collector bundles.

Action Figures & Collectibles

Funrise

www.funrise.com | salesuk@funrise.com

Fart Ninjas are having a blast this year with successful retail sell. Following an increase in retail partners, Funrise will be rolling out a new marketing plan to drive demand.

The ninjas retail for less than £10 and have a motion activated feature which makes fart noises as someone walks by. Fart Ninjas can be supplied in a 24-piece motion sensor FSDU that creates retail entertainment as customers walk past, creating humor and driving sales in store.

Series 6 is now available with eight characters to collect including Yu Squeaker, Yugatu Toot and Kung Foul. Series 7 will launch later this year in autumn/winter with eight new characters to collect including Stealthy Stencher, Sesei Sten Chi and Sour Silencer.

Brainstorm

01200 445 113 | www.brainstormltd.co.uk

The StikBot Central YouTube channel has now been viewed over 487m times, with new content uploaded weekly to inspire and entertain fans of the action figure collectible launched in the UK in 2016.

The online content, coupled with the unique collectability of StikBot and its various incarnations, make this an action figure brand for a new generation. The new StikBot Monster additions will not disappoint as fans can use them to create unique new stop-frame animated movies. The new StikBot Monster Werewolf Pack includes a Werewolf, StikBot and a StikBot Monster, while the StikBot Monster Cyborg Pack features a Cyborg, a Mad Scientist and a Monster.

KlikBots are equally as popular. These figures allow children to create more intricate animations thanks to articulated limbs that click into place for more precise positioning. As well as adding more creative possibilities, KlikBots have also become a hugely popular fidget toy. A KlikBots Galaxy Pack featuring a KlikBots Hero, a KlikBots Villain and KlikBots Guardian is new for 2023. This great value set also includes over 25 accessories.

Zing, the creators of StikBot and KlikBots, has also developed a brand-new collectible; KliXX Creaturez. The initial range includes three different characters in two colourways: Spider, Cobra and Scorpion. Each has over 200 points of articulation, inviting children to ‘Click - Connect – Fidget – Animate!’ The characters can also be snapped and clicked together to make different Klixx Creaturez, meaning kids will want to collect them all.

Bandai

020 8324 6160 | sales@bandai.co.uk

With a range of properties, products, ranges and price points, Bandai UK’s action figures and collectibles lines dominate the company’s toy and collector portfolios.

Encompassing manga, anime and pop culture, Bandai’s extensive range of Dragon Ball action figures spans both the toy and collector markets. The range includes everything from entry-point purchase options for younger fans such as the Evolve collection to the chunky-sized Limit Breakers for smaller children. The 4” Flash Series is the latest addition to the range and offers an entry-price point line of intricately detailed, collectible action figures. They come complete with three points of articulation and a collectible coin that can be used as a figure stand to accommodate both play and display options. Dragon Stars is the core collectible action figure range with over 50 different styles to collect. These 6” figures come with 17 or more points of articulation and can be posed in over 9,000 positions for both play and display. Each figure also comes with a second set of hands and/or accessories for extended play value. With five characters to collect, the miniature 3” non-articulated Chibi Masters Dragon Ball figures are expertly crafted and intricately detailed. As each stands on its own display base, the line appeals to consumers of all ages and bridges the toy and collector categories.

Action Figures & Collectibles

As distributors for McFarlane Toys, Bandai offers a range of classic and current properties for the High Target Collector, plus high quality, playable action figures and toys. Latest collections include new DC Superhero figures and those based on movie licences such as Avatar: The Way of Water, Flash and Aquaman.

Bandai’s breadth of anime licensed products and category ranges includes a 6” Anime Heroes action figure collection. Alongside the Dragon Ball: Dragon Stars figures, fans of the genre can also collect Naruto, One Piece, My Hero Academia, Digimon and Bleach. As with all the company’s 6” Action Figure ranges, each figure incudes two sets of switchable hands,

Bandai’s cross-brand 5” Action Figure collection offers fans of Naruto Evolve, Gundam Infinity, Avatar, My Hero Academia, Star Trek and DC Retro Superpowers an entry-price

Presenting true-to-life 5” tall vinyl character figures from some of the most current and popular entertainment titles and sports IPs, Minix miniature collectibles appeal to mainstream and specialist audiences of all ages. Current collections include Stranger Things, The Witcher and Squid Game, alongside popular football legends such as Maradona, Mbappé, Messi and

Based on the popular Sega ‘Sonic The Hedgehog’ game, and reflecting the new Netflix TV Series, Bandai’s Sonic Prime licensed multi-category toy range includes both action figures and collectibles. Hero lines include the entry-priced blindbagged 6.5cm collectible figures and blind-boxed 3” articulated figures. Figure multipacks of both the 2.5” and 3” action figures extend the line to offer a choice of price points and on-shelf options.

Bringing the 90s video game franchise, Crash Bandicoot, to the toy market, Bandai’s range of collectible action figures tap into themes and elements seen and experienced within the gameplay and has been designed to attract a new generation of children and gamers.

The 2.5” Smash Box Surprise range features 11 assorted character figures including the limited edition, golden Crash chaser, all housed in reusable stackable display smash boxes. A 4.5” Action Figure collection and exclusive multipack offer Crash character action figures, all fully poseable with 11 points of articulation and attachable masks, as seen within the game.

Action Figures & Collectibles

Hasbro

0208 569 1234 | www.hasbro.co.uk

In the lead up to the Transformers: Rise of the Beasts movie launch, Hasbro has introduced a movie-inspired line of Transformers toys. A highlight of the range is the new Smash Changers figures, which are based on characters from the new movie. The figures convert from alt mode to robot mode in three steps, with each smashing motion activating a conversion step. Hero characters include Optimus Primal, the strong Maximal leader and Optimus Prime, the noble Autobot leader. Smash Changers figures can quickly convert to robot mode and charge onto the battlefield, then can be manually converted back to alt mode.

Transformers fans can gear up for battle with the new Transformers Bumblebee 2-in-1 Mask and Transformers Optimus Primal 2-in-1 Mask. The masks inspire users to imagine being a part of the action, then convert to robot mode to take on smaller scale battles. The 9-inch Transformers masks can convert from robot to mask in 12 steps. Featuring an electric strap and nose padding for an adjustable fit, the masks are inspired by characters from the upcoming movie.

Hasbro is also launching its Star Wars range, inspired by the actionpacked Young Jedi Adventures animated series on Disney+. Fans can collect 4-inch-scale Star Wars figures featuring multiple points of articulation for fun, poseable play. Each pack includes a figure and two series-inspired accessories including a removable cape and Lightsaber. Characters available to collect include Kai BrightStar, Lys Solay, Nubs and Yoda.

Also available in the collection are vehicle and figure sets. Favourite Star Wars characters in the assortment include Nash Durango Figure and Speeder Bike, Kai Brightstar Figure and Speeder Bike, Lys Solay Figure and Speeder Bike and Nubs Figure and Speeder Bike. These four-inch-scale figures feature a moulded-on helmet, Lightsaber accessory and multiple points of articulation for poseable play. The figures fit right into their included Speeder Bike and their hands can even attach to the handles. The bikes features wheels on the bottom, so the characters are ready to roll right out of the pack.

The Star Wars: Tenoo Jedi Temple Playset is also inspired by the action-packed Young Jedi Adventures. Kids ages three and up will love exploring all the features this playset has to offer, like a swinging vine, a classroom area, a vine slide, sleeping quarters, "floating" rocks and Force push panels where Jedi in training can practise their skills. The set features lights and sounds, plus two four-inch-scale figures (Kai Brightstar and a training droid), a Lightsaber, a hologram Yoda and three stone accessories. The temple playset comes with two figures and five entertainment-inspired accessories.

Flair

0208 643 0320

www.flairgp.co.uk

sales@flairplc.co.uk

Flair has a host of action figures and collectible lines to keep kids and kidults entertained this year.

The Action Heroes range offers kids a host of of interchangeable figures to collect, with head and body pieces to swap and double-sided faces with different expressions. The more figures kids collect, the more characters they can create. Storytelling is central to the play pattern, with two core themes to collect: Dinosaurs and the Police Force. Kids can build their own Action Heroes play world, complete with figures, playsets and vehicles.

Meanwhile, with MonsterVerse fans eagerly awaiting the 2024 box office release of Godzilla X Kong: The New Empire on the 15th of March, Flair’s Master Toy range keeps the monster war alive. The collection includes a host of characters and SKUs to discover, including the Deluxe Transforming Godzilla and King Kong Figures. Another set for collectors is the City Battle Diorama and Figures Set, which is a fresh concept for the MonsterVerse collection.

Action Figures & Collectibles

Simba Smoby Toys

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

Simba Smoby Toys UK has a wide range of action figures and collectibles this year.

With Street Fighter 6 launching this month, fans of the iconic Japanese game can celebrate their fandom with Simba’s Jada Toys six-inch Street Fighter Deluxe Collector Action Figures. The Ryu, Chun-Li, Fei Long, Ken, M.Bison and Dalsim action figures come boxed in premium arcade game styled packaging. Each authentically styled character features more than 25 points of articulation and comes with an alternate head and hands, as well as accessories.

There is a host of other collectibles to discover in Simba’s Jada Toys range. The Minecraft Blind Bags were Simba’s number-one volume item last year. Based on one of the most popular gaming licences, each pack contains one die-cast nano collectible figure that measures 1.65-inch tall.

To commemorate Disney’s centenary anniversary, Simba has released blind-bagged Disney 100 Collectible Figures. These 1.65-inch die-cast figures are affordable and perfect for all Disney fans, who can play with and display all their favourite characters. There are lots of characters to collect including Mickey, Minnie, Winnie the Pooh and Toy Story’s Woody.

Pat Avenue

01604 678 780 | www.patavenue.co.uk | enquiries@patavenue.co.uk

Kids can enter the ‘Danger Zone’ with Pat Avenue’s brand-new collectible brand: Battle Heads. Launching next month, this collectible range is designed to encourage kids to tap into their imaginations, for affordable, action-fuelled fun.

Born on a dangerous planet, known as the Danger Zone, the Battle Heads are a species comprising five different clans, which compete against one another for food and territory in a bid to survive. Kids can help their favourite Battle Heads face up against their rivals, collecting characters and battling. The launch series includes 90 characters to discover, including rare gold and silver pieces. They can be purchased as blind foil-bag collectibles or blister-packs. Offering long-lasting, repeat play value, Battle Heads can be battled in multiple ways. Their main defence is they can shoot their jaw. Kids simply press the top of the Battle Heads to send their jaws flying at the enemy, and they can recharge the jaw by sliding it back into the Battle Head. Players aim to knock down the opposition with the Battle Head’s jaw to eliminate them and continue to survive.

Children can scan the QR code found on each collectible to unlock a series of webisodes that follow the life of the Battle Heads. The brand will also be supported with all new social media channels to build the community of collectors and a 360-marketing campaign. Longevity for the range is assured, with new characters to come, as well as Battle Heads playsets that will launch later in the year, letting kids further extend their world of Battle Head play.

0161 633 9800

www.character-online.com

sales@charactergroup.plc.uk

The Character Options portfolio is packed with action hero figures and collectible lines which include some of its biggest licences for 2023.

With Teenage Mutant Ninja Turtles: Mutant Mayhem hitting the big screen this summer, Character is to bring three sets to figures to the UK Playmates’ Master Toy line. All figures are inspired by Seth Rogen’s movie vision and are based on the teenage heroes in the film. The Deluxe Ninja Shouts Action Figures are perfect for re-enacting key movie scenes, with spring-loaded arms and legs and electronic phrasing voiced by the movie talent.

Also launching is an assortment of four- to five-inch tall Mutant Mayhem Action Figures – a range that includes both hero and mutant characters – and the 12-inch Giant Turtles Figures. Both sets of figures are fully articulated, poseable and come with iconic weapon accessories. Fans can extend the world of TMNT play with the epic Mutant Mayhem Sewer Lair Playset and Pizzafire Van.

The latest theme for Heroes of Goo Jit Zu is Deep Goo Sea. There are six Heroes to collect in the range, each with a unique goo filling and head feature to discover. King Hydra, the ultimate ruler of the Deep Goo Sea, comes ready to be squished and stretched with triple the Goo and triple the features. This powerful hero has three heads, each with its own attack feature, lights and sounds, and is super-sized at 9.5-inch scale.

Flying Heroes gives kids the power to make their favourite heroes fly, and includes Batman, Sonic the Hedgehog, Flash, Jurassic World and Transformers. To launch their favourite characters, kids simply pull back the rip cord handle from the base of the launcher to see the wings extend to take flight. The harder they pull the cord, the faster the heroes spin and the higher they fly. This kid-powered toy requires no batteries and is the perfect collectible for ages four and over.

With 50-plus years of heritage, The Original Stretch Armstrong is a leader in stretchable toys, with numerous characters now available to collect in the range including Star Wars, Batman and Sonic the Hedgehog.

Wow! Stuff

emma.prendaglia@wowstuff.com for UK dawn.lavalette@wowstuff.com for EMEA sunny.walia@wowstuff.com for USA

Wow! Stuff’s unique, patent-pending connectable collectible ranges include Nano Pods and Pods 4D.

Nano Pods is the ultimate 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 satisfying to the touch slot-together system. As fans collect brands such as Marvel, Disney, DC, and the Wizarding World, they simply connect the pods together, and build any desired pattern or shape they wish. The Nano Pods can be arranged on a shelf or presented on a wall; Nano Pods let kids and kidults create original displays in their own unique way. The pocket-money-priced range has been developed for fans of character brands: girls, boys and adults alike. Having launched this spring, the Nano Pods range benefits from the support of a fully integrated marketing campaign and will see new characters and brands introduced later in the year to keep collectors engaged.

Pods 4D lets collectors see their favourite characters from a new perspective, with mid-sized hexagonal pods featuring a super-highresolution 3D lenticular background, making the characters appear as if they’re bursting right out of their world into ours. Each 15x15cm pod showcases a much-loved character standing at the forefront of an epic immersive background. From Marvel to DC, Disney Kingdom to the Wizarding World and more, there is a multitude of characters to find, with more on the way. Fans can collect and connect them all to create a bespoke display that’s sure to make an impact.

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

The road to Mandalay (Bay)

The Las Vegas Licensing Expo returns to the Mandalay Bay Convention Center from 13th-15th June, as the international licensing industry once again sets out to discover the biggest opportunities in gaming, film, TV, even the metaverse and NFTs. Toy World speaks to Anna Knight, SVP Licensing at Informa Markets, about what to expect from this year’s show.

How is this year’s show going to improve on previous iterations?

2022 was the first year we’d run the event since 2019 and we were still in the midst of Covid: in fact, I think Omicron had just appeared on the scene. This year, however, borders are open worldwide, resulting in visitors from an incredible 96 different countries, and exhibitors from 25 different countries. By the time we close registration I’m certain this will be a record. And as Expo has always been a truly global show, being able to welcome back visitors and exhibitors from Asia is wonderful.

What can visitors expect from their time at the show?

A huge range of exhibiting companies, for a start. The show floor is split into two areas: Characters & Entertainment, and Brands & Agents (which also encompasses artists, designers and illustrators). We have a really awesome Sports zone this year too, including a number of European football organisations that haven’t ever exhibited at any of our shows, including Bayern Munich and Gerard Piqué’s new Kings League.

Visitors will also see some exhibitors enjoy a much bigger presence at the show following exponential growth, such as The Pokémon Company and Jazwares. It’s nice to see their success reflected in a physical manner. At the same time, there are also loads of new exhibitors; Mojang Studio’s Minecraft will be there for the first time, which we’re all really excited about. And of course, all this means unparalleled networking opportunities.

Why do you think this should be an unmissable event for potential toy/game licensees?

Vegas is the only global licensing-specific event of its kind, and it tends to see the launch of a lot of new IPs, content slates and licensing programmes. It’s an exciting time for the Toys & Games category, which has weathered

the storm of the past few years really well. Licensed toys and games in particular are outperforming the marketplace. Some of the bigger manufacturers that sit on both sides of the table are really upping their game: I’m personally very excited to see what Hasbro and Mattel, in particular, will be showcasing.

The focus will very much be on the new, not that which you will already know about or have seen before. This will help licensees prepare for 2024/25.

Off the show floor, what is there to look forward to this year in terms of events and networking?

Well, Vegas is never short of parties. Monday evening sees the Licensing International Awards take place at the HyperX Arena. Attendees can sign up through the Licensing Expo registration site.

Our official opening night party takes place on the Tuesday night. A lot of people who didn’t go last year really wished they had once they heard about it. It’s at Daylight, just behind Shark Reef at Mandalay Bay, and it’ll offer four hours of awesome outdoor entertainment (and don’t worry, there are plenty of places for us Brits to cool off if needed).

On the Wednesday there will almost certainly be an official-unofficial gathering in one of the hotel bars for the UK contingent – we’ll announce more details as soon as we have them – and we know there are as many as 20-30 other parties happening across the whole show.

What big licensing opportunities do 2023 and 2024 hold for toy and game licensees?

The film slate for 2023 is very strong and it’s been great to see how successful some of this year’s movies have been. Mario is now a billion-dollar movie, and that will open the door for other gaming IPs to be adapted into theatricals –and adapted well. That’s key.

There is also tonnes going on in the TV/YouTube/ streaming space, with updates to franchises and new

content launches bolstering things hugely. Next year is also a major anniversary year: Peppa Pig celebrates her 20th, My Little Pony is 40, D&D is 50, Transformers is 40 and Minecraft is 15.

There’s also a lot of attention on sustainability, inclusion and diversity, with companies including Mattel and Lego really paving the way. We know Toys is the biggest category for licensing and I can’t see that changing, but other categories have now ridden out inflation and supply issues and come out the other side, so I think we’ll see more widespread growth this year.

NFT-based IP Pudgy Penguins is exhibiting this year. Do you think licensees are keen to explore this area?

People have been getting to grips with NFTs and the metaverse since Covid. I love penguins – who doesn’t?and I think what Pudgy Penguins is doing is particularly clever because it’s based upon collectibles the community can really buy into. It’s still a new space, and people are therefore still finding their way around it, but we’re expecting strong growth from the sector, particularly following Vegas and BLE. Pudgy has built a deep brand and a lot of thought has gone into it - these are the sorts of IPs I think will be most successful.

Is there anything else you think our readers ought to know about in advance of this year’s show?

If it’s your first time visiting, or if you’re new to the industry, then check out the What’s On page on the website to get support navigating the show and discover what there is to do and see. Don’t forget that the meetings platform is open and is the best way to secure face-to-face appointments before you arrive. The Las Vegas Licensing Expo is very much a meetings-based show and so it is advisable to have at least a few booked before you get to the Mandalay Bay.

Creating joy and community for all people around the world, one game, one toy, one story at a time.

Pick up a

Penguin

NFT-based IP Pudgy Penguins recently waddled into the toy space thanks to a licensing agreement with P.M.I., and it seems certain a wealth of new deals will follow across a vast range of consumer product categories. Toy World editor Rachael Simpson-Jones spoke to Pudgy Penguins CEO Luca Schnetzler about the IP’s focus on community, what it offers licensees, and how the characters are making collectibles cooler than ever before.

Chubby little penguins. Some in beanies or pirate hats, others rocking shades. Some with mohawks, others with afros, others still with bows or flowers atop their bald, round heads, tie-dye t-shirts and kimonos on their portly, colourful little bodies. Welcome, reader, to the fastgrowing digital world of Pudgy Penguins.

While some of you will be familiar with NFTs (Non-Fungible Tokens), others may appreciate a quick rundown. An NFT is a digital asset that can be bought and traded, often granting its owner access to exclusive perks such as events and experiences, licensing opportunities and more. Within the core Pudgy Penguin NFT universe there are exactly 8,888 characters (and no more will ever be created), and while the initial mint sold out long ago, you can still get your hands on one – if you have around $8,000 to spare. At the time of writing, that was 4.2 ETH (ether), the Ethereum cryptocurrency used to purchase them on sales platforms such as OpenSea or the Official Pudgy Penguins Marketplace. Those watching the pennies (or cents) can instead buy one of 22,222 Lil’ Pudgy NFTs, which, also at the time of writing, could be picked up for around $600 (0.32 ETH). NFT values rise and fall

was accurate. He told me that while holistically it is, he feels critics aren’t appreciating NFTs for what they are.

“Think about it: NFTs are a huge disruptor to the Collectibles market because they are digital,” he explains. “You’re not limited by shelf space, there’s no friction like packaging or shipping when you buy or sell, you don’t have to worry about insurance or damages once one leaves your house for the intended recipient, there’s no authenticity issues, and no room for scamming – NFT code has absolutely no room for editing. When you look at NFTs through that lens, you can see their time will come. Maybe next year, maybe in five years, NFTs will conquer the traditional collectibles market. And while they’re not currently as hot as they were in 2021, they will come back; when they do, they’ll be bigger and better than ever.”

lend themselves brilliantly to licensed consumer products. Having partnered with Retail Monster to help it jump from digital to physical, the brand is already being licensed within the toy space, with P.M.I. Kids World producing Pudgy Penguin action figures, collectibles and plush based on real NFTs hosted on the blockchain and owned by someone else. Included with each Pudgy Penguin toy is a hidden forever friend adoption certificate that unlocks a special digital experience including a loot box filled with NFTs that can be kept or sold to other collectors in real time. This means kids can buy a toy, make more money selling the NFTs it comes with than they spent in the first place, and still have their physical product at the end of the day. And each time a toy (or any other CP) is sold, the person that owns the NFT it’s based

exciting presence at the show, Luca’s aim is to shake up the traditional IP world by showing it the beauty of an ‘emerging new era’ heralded by Pudgy Penguins. He also wants to walk away at the end of the show having secured a major licensing partnership. Who with? Unknown. What for? Also unknown. It’s fair to say the door is wide open to any and all interested parties who’d like to chat with Luca at the show. If you haven’t booked an appointment yet, I suggest you do so ASAP.

I asked Luca about his approach to licensing partnerships. What makes Pudgy Penguins a good partner? What kind of licensor will he be? He tells me he’s not interested in sitting back and simply gazing down upon a deal. Successful partnerships require much more than that, which is where Luca brings his winning mindset to bear. Product must sell, and sell it will, with Pudgy Penguins’ entire arsenal of passion and technical expertise behind it.

Luca has supreme faith in what he’s saying and his IP, promising me wholeheartedly that in five years, all leading toy companies will have their own collectible NFT programmes. Referencing the blending of ownership and licensing, the ‘strength of the story’ and the everincreasing value of NFTs – those $8,000 characters mentioned earlier were worth $1,000 a year ago, and based on current projections may well be worth $100,000 five years from now – he says it just doesn’t make sense for companies not to follow suit. For him, though, the focus remains solely on Pudgy Penguins and Pudgy Penguins alone. No other NFT IPs are in the works, meaning its unlikely we’ll see a Hefty Hippos or Chubby Chipmunks IP arriving in the digital marketplace any time soon. However, building out the Pudgy Penguins world will require new characters, and that’s something Luca and his team of ‘all stars’ is exploring behind the scenes.

Readers wanting to explore the world of Pudgy Penguins will discover there’s myriad ways to engage with the portly birds. There’s a Discord server, a Fam-powered Community Page, meme generator and daily penguin trivia. You can create Pudgy Penguin wallpapers and GIFs, become your penguin NFT using Hologram, shop for merchandise and watch animated shorts that have so far racked up tens of millions of views on Instagram. Long form content is a distinct possibility in the future. The perfect IP for social media, Pudgy Penguins’ Instagram audience is growing by around 5,000 users a day, while its Giphy channel tots up in the region of 30-40m views a day. Clearly, it’s time to join the huddle.

“We are reinventing one of the most archaic businesses of all, the Collectibles business, by bringing technology and innovation to toys and IP in a way that’s never been done before,” says Luca. “That’s the key takeaway for your readers: Pudgy Penguins is not just another collectible range sitting on a shelf. It’s so, so much more, and it’s going to totally disrupt the toy industry.”

Pudgy Penguins will be on Stand E220.

Paramount

Simta.Sawhney@nickelodeon.co.uk

Stand O180

Paramount Global’s immense portfolio of beloved properties spans every age and demographic, from pre-schoolers to adult superfans. The company’s growing ecosystem of linear, streaming, digital and gaming platforms allows it to deliver both evergreen content and new, breakout properties for the whole family. Thanks to its global business model, that content translates into culture-defining consumer products all around the world.

At Licensing Expo 2023, Paramount will once again command a massive presence on the trade floor. This year, the stand will include eye-popping high-tech elements to showcase its portfolio of properties as well as standout examples of recent product development. Paramount’s world-class sales organisation, representing all key markets, will be on hand to walk both current and prospective licensing partners through the massive menu of offerings.

This year, pre-school megahit Paw Patrol celebrates its 10-year anniversary. In partnership with Spin Master, Paramount is rolling out more content than ever. A new spinoff series, Rubble & Crew, will feature the fan-favourite English bulldog Rubble and his construction crew family. In September, a second feature film, Paw Patrol: The Mighty Movie, will debut in movie theatres around the globe. The film will be accompanied by a must-have product line anchored by Spin Master, as well as a global marketing campaign.

Next spring, global superstar Dora the Explorer returns with all-new content. This reimagining of the classic show promises to strike the perfect balance between the comfort of the familiar and the excitement of the fresh, allowing a generation of parents who grew up with Dora the Explorer to invite their own kids to learn and grow with their old friend.

Rounding out Paramount's pre-school portfolio, Pinkfong’s Baby Shark continues with an ever-growing YouTube platform, TV series, and a line of products that capitalises on the property’s musical roots and its watery world. Later this year, an exclusive animated movie with a cast that includes Cardi B, Ashley Tisdale and Lance Bass is coming to Paramount+.

For the older kid audience, the Turtles are gearing up for their 40th anniversary next year. Paramount is leading up to this milestone with a brand-new animated movie produced by Seth Rogen, premiering this August. 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. Paramount will once again be working with longtime partner Playmates for its toy line alongside scores of licensees in gaming, consumer packaged goods, softlines and more.

2024 also happens to be the 25th anniversary of the ever-popular SpongeBob SquarePants, so expect Paramount to paint the town yellow. Celebration plans include new partnerships, products and educational resources for the recently launched prosocial campaign, Operation Sea Change, which aims to reduce plastic pollution in SpongeBob’s undersea habitat. A new theatrical, A SpongeBob Movie: The Search for SquarePants, is also in the works for 2025.

For Paramount’s adult viewers, Star Trek continues to expand at warp speed with more content, products and experiences for fans to enjoy. Its infinite universe provides stellar material for gaming, toys and lifestyle products. The Yellowstone Universe has similarly become a driving pop culture force. In the hands of creator Taylor Sheridan, Yellowstone and its spinoff series have each garnered their own ardent fans and given rise to a rapidly growing consumer products enterprise. This lifestyle programme, which began humbly with only t-shirts at retail, has grown to comprise everything from whiskey and board games to furniture and cookware.

On the big screen, Paramount Pictures has a robust film slate to capture audiences of all ages. This July, the immensely popular Mission: Impossible franchise and Tom Cruise return with Mission: Impossible – Dead Reckoning Part One, and Part Two will follow in summer of 2024. Paramount is also once again partnering with filmmaker John Krasinski with IF, a feature for the whole family. A star-studded cast brings to life this heart-warming story about rediscovering your IFs - Imaginary Friends. In addition, Paramount Global will be rolling out the consumer products programmes alongside Sony’s release of the first ever fully animated Garfield movie. Paramount Consumer Products is dedicated to bringing the core essence of a popular property to life in products that create connections between fans and their favourite characters and worlds. Finding the right strategic partners for every property is what drives the team, and what makes Licensing Expo such an important event year after year.

Penguin Ventures

www.penguin.co.uk

Stand K230

Penguin Ventures, the licensing team at Penguin Random House Children’s UK, says recent global fashion collections have resulted in exponential growth for The World of Peter Rabbit.

Apparel collections have performed particularly strongly in the UK, the home market for Peter Rabbit. Marks & Spencer, a halo partner during 2022’s 120th anniversary celebrations, launched a range of infant apparel that extended into nursery bedding and accessories. Impactful POS, window displays and a dedicated digital campaign featuring lifestyle photography ensured a sellout success and the continuation of the partnership into 2023.

A collaboration with Cath Kidston paired the brand’s distinctive handwriting with Beatrix Potter’s delicate drawings, resulting in an entirely bespoke range of infant and adult fashion lines as well as homewares and accessories.

The Peter Rabbit Blade & Rose collaboration delivered a high-end infant range via a multi-territory deal with Penguin Ventures. The first trend-led collection launched in the UK in January 2022. A second launch this year will see an expanded product range hit shelves.

The brand’s 120th anniversary and Year of the Rabbit celebrations have proved compelling in China, with capsule collections launched to mark both occasions. Shanghai Lingdong Trading Co. created a licensed range for premium Chinese loungewear brand Neiwai, which announced a Peter Rabbit collaboration to welcome in the Year of the Rabbit. Its symbolic New Year Red head-to-toe outfit formed part of this collection and generated over 70m social media impressions on launch.

Peacebird Men Fashion Co. launched a Peter Rabbit menswear collection in China to coincide with the Year of the Rabbit, the first-ever menswear range for the brand. Other successful apparel ranges for the Chinese market included lines from Chickabiddy, Hangzhou Zaiyi and Ribo, which all launched major collections in collaboration with fashion retailers.

Peter Rabbit has also performed strongly in Australia over the past three years, with licensee Designworks supplying adult and infant clothing to key fashion retailers. Target has become the home of Peter Rabbit, stocking adult and children’s sleepwear and clothing ranges which include everything from rompers, dresses and trousers to tracksuits and swimwear. Other success stories for Australia include Peter Alexander, which launched its third Peter Rabbit DTR collection, and Cotton On Body, which launched women’s sleepwear and loungewear.

In North America, TJ Maxx and Marshalls both launched new Peter Rabbit collections from Children’s Apparel Network, whilst children’s brand Mori launched a high-end Peter Rabbit collaboration supported by an influential PR and marketing campaign.

Japan has also seen a sharp rise in Peter Rabbit apparel licensing over the past 12 months. Classic Peter appeals strongly to young adults, providing opportunities for fashion retailers. Japanese licensee Melrose Co. designed trademark feminine ranges for Pink House, which included skirts, dresses, bags and accessories, while Domace Co. launched a line of women’s pyjamas which sold exclusively via the Distribution shopping TV channel.

To discuss further licensing opportunities as the Peter Rabbit brand continues to expand, visit the team in Vegas on stand K230.

BBC Studios

www.bbcstudios.com

Stand N204

BBC Studios is returning to the Vegas Licensing Expo this year to reconnect with its existing partners, as well as explore new licensing opportunities for its impressive portfolio of brands such as Bluey, Hey Duggee and Doctor Who.

BBC Studios Kids & Family’s hit animated series Bluey, for which it is both the international distributor and licensor, has had a strong 2023 so far. It won the 2023 Kidscreen Award for Best Animated Series – Pre-school; Bluey’s Big Play The Stage Show is touring the US for the first time and Bluey’s second album Bluey: Dance Mode is enjoying a successful global release.

In the UK, new Series 3 episodes of Bluey will land on Disney+ later this year. Bluey was the leading pre-school toy growth property in the UK, doubling sales from 2021, according to Circana, and was the No.1 programme on CBeebies TX platform for 2022.

Hey Duggee, also part of BBC Studios Kids & Family’s content portfolio, remains the most streamed children's show on BBC iPlayer for the third year running, with new Series 4 episodes arriving later this year. Hey Duggee The Live Theatre Show has won an Olivier award for Best Family Show and is selling out theatres nationwide. BBC Studios also has plans in place for the hit pre-school show’s 10th anniversary, which is coming up next year.

Doctor Who returns for its 60th anniversary in November this year, with Russell T Davies returning as showrunner. From then on, Disney+ will be the show’s global platform, while BBC will remain Doctor Who's home in the UK and Ireland. BBC Studios’ 17-year Master Toy relationship with Character Options has been renewed, so it’s an exciting time for the franchise.

BBC Studios is preparing for the retail launch of The 1% Club boardgame in the UK and Ireland this summer. Earlier this year, it inked a deal with John Adams Leisure to develop, manufacture and distribute a table-top version of the hit TV game show, hosted by British actor and comedian Lee Mack and produced by Magnum Media for ITV.

The BBC Earth Experience recently launched in the UK; an immersive experience featuring footage from BBC Studios’ Natural Unit’s Seven Worlds, One Planet. With bespoke narration from Sir David Attenborough, the experience is produced in partnership with Moon Eye Productions and Live Nation.

Following on from the Vegas Licensing Expo, BBC Studios looks forward to progressing future product roll-out plans, expanding into new categories and territories, and forging new partnerships that will further enhance its brand offerings.

Mojang Studios

MinecraftCP@microsoft.com

Suite J120

Since launching from Mojang Studios in Stockholm 14 years ago, the Minecraft game and universe has continued to expand, evolving into a global entertainment powerhouse that constantly unveils exciting new merchandise, content, games, retail launches and promotional partners. Led by Federico San Martin, head of Consumer Products for the Minecraft brand, Mojang Studios heads to Licensing Expo to showcase new initiatives including plans for its major 15th anniversary celebration in 2024.

Mojang’s Minecraft is an instantly memorable game about breaking and placing blocks in which players can freely create wonderful, imaginative things. To this day, Mojang’s vision for Minecraft is for the brand to inspire generations of game changers by building a world in which the Minecraft community leaves a lasting legacy in education, equity and social impact, incorporating core values of crafting together, celebrating creativity, fuelling passion and creating fun.

Minecraft is the world’s best-selling video game to date, selling more than 238m copies across all platforms. This beloved game is played by millions of passionate fans from every country and territory around the world, from Antarctica to Vatican City and everywhere in between. Minecraft became the first game to top one trillion views on YouTube (as of December 2021). To help readers visualise this impressive statistic, imagine each view as a Minecraft block 12” square – it would be possible to build a stack that reached from the Earth to the sun and back, with about 7m miles to spare.

The game’s Marketplace partners have generated more than $500m in revenue from the download of skins, worlds and other experiences, and has partnered with some of the biggest entertainment brands to create engaging, highly relevant content including Star Wars, Minions, How to Train Your Dragon, Ben 10, Sonic the Hedgehog and more. In April 2023, Mojang Studios, in partnership with Blackbird Interactive, launched Minecraft Legends, an all-new action strategy game.

What started as a game is now a platform and canvas for creative expression and has evolved into an evergreen entertainment franchise with a robust consumer products and retail programme. Since 2021, the Minecraft brand business has doubled in size with over 150 partners now secured worldwide in a multitude of categories, including toys, games, publishing, apparel/accessories, seasonal, paper goods and more. Existing best-in-class global partners include Lego, Mattel, Random House, Hallmark, Hasbro, Crocs and Uniqlo, as well as regional partners such as Fashion UK, Character World, Cataic and Caprice, to name a few. Recent new partners include American Greetings, Crunchpak, Dynacraft, Bladez Toys, Procos, L Founders, Andromeda

Minecraft-licensed products are carried at key retailers across the globe including Walmart, Target, Amazon, Kohl’s, GameStop, Barnes & Noble, Primark, Pottery Barn, Best Buy, Hot Topic, Smyths, Tesco, EB Games, Big W, Liverpool, C&A, Asda and Riachuelo.

The brand’s focus for the next three years will be on category and global expansion. New partners will soon be announced for Collectibles, Consumer Electronics, Food and Beverage, Health & Beauty and more.

With Licensing Expo’s focus this year on fashion, it is important to highlight that Minecraft has partnered with some of the best fashion brands in the world including Burberry, Lacoste, Crocs and Puma. Minecraft says its Fashion business is an important aspect of the franchise because it bridges the gap between the digital and physical

Mojang Studios currently works with licensing agents around the world to grow the brand including CAA (Europe, Japan, and LATAM) and Merchantwise (Australia and New Zealand).

2024 will witness a global celebration of Minecraft’s 15th anniversary. A number of events and activations are in the pipeline, including expanded entertainment offerings, new content, fresh marketing programmes, retail launches and promotional partnerships, all of which will drive engagement among new fans while simultaneously reinforcing brand loyalty and passion among

FIND YOUR NEXT BRAND

PARTNERSHIP

Thousands of brands looking for their next collaboration. What will you discover?

Pokémon

J.kellman@pokemon.com

Stand N180

Pokémon continues to soar after yet another successful year. With a dynamic and innovative programme of new releases, inventive collaborations and bold expansion, the brand continues to break records and gather awards. Pokémon has new plans in place for the coming year set to maintain its position as one of the most popular entertainment properties in the world.

Last year saw Pokémon win a slew of awards, and the brand saw a significant increase in sales across Europe for its Pokémon Trading Card Game (TCG) and toy ranges.

Posting its best-ever Circana (formally NPD) results, Pokémon retained No. 1 status in France, Belgium and the Netherlands while achieving its highest-ever annual position in the UK, Germany and Italy at No. 4. This growth was recognised by Circana, which awarded Pokémon three significant awards at Spielwarenmesse in Germany: Global Top Toy Property of the Year, plus Europe’s Top Gaining Property for both Total Toys and Games & Puzzles.

The success reflects the brand’s wide-ranging global appeal, attracting fans of all ages, genders and nationalities. To cater for all of its fans, Pokémon teams up with carefully selected partners to produce a broad range of toys, along with a host of other consumer product, which offers something for everyone.

Pokémon’s varied toy range is popular with kids and adults alike. Master toy partner Jazwares produces an award-winning toy line of which the latest favourites include Battle Figures, 8” Plush and the Clip and Go Belt Set. New for this summer are figures and plush featuring new Pokémon Quaxly, Fuecocco and Sprigatito plus a second wave of Pokémon Squishmallows featuring Togepi and Snorlax alongside the existing Sleeping Plush.

Mattel’s construction sets have built a devoted following and the company will be introducing more lines featuring the innovative Motion Brick to the Mega Construx range following the success of last year’s Motion Pikachu. The Mega Pokémon Motion Gyarados features animated movements like an opening mouth, flapping tail and pivoting neck, when activated by a hand-turned crank. With the Mega Pokémon Countryside Windmill, fans can watch Pikachu, Pidgey and Wooloo frolic around the countryside as they build the windmill and country environment, while Mega Pokémon Dragonite takes flight with its flapping wings.

More collectibles come from The Wand Company and Funko. The Wand Company continues to add new lines to its high-end expanding Poké Ball range – glowing spheres equipped with touch and proximity-sensing technology. Its latest release, the Dive Ball, goes on sale at retail in June following its exclusive release on the Pokémon Center in May. Funko’s growing collection of iconic Pop! Vinyl figures features a wide selection of favourite Pokémon with colourful and expressive character design.

Pokémon’s TCG continues to be hugely popular, boosted by its regular expansions. March’s Scarlet & Violet expansion, which followed the record-breaking launch of the Pokémon Scarlet & Violet Nintendo video games in late 2022, adopted an updated take on the Pokémon EX gameplay mechanic and introduced Tera Pokémon ex featuring unique etched artwork that spotlights their Tera Types. Scarlet & Violet—Paldea Evolved, which launches in June, introduces more Pokémon EX, and alternate art styles will also be introduced for certain rare cards, allowing Trainers to collect unique art cards that spotlight the Pokémon’s personality traits or Evolutions.

As well as in stores, the TCG can be found on the Pokémon Center website which offers fans an authentic collection of plush, clothing, home goods and accessories for all ages. Pokémon Center is inspired by the Pokémon video game, where Pokémon Centers are important destinations that help Trainers on their journey. In that tradition, physical Pokémon Centers were first introduced in Japan by The Pokémon Company and continue to thrive in a new online form in the UK and beyond.

Helping to drive the demand for product is the ever-popular Pokémon anime series. The 26th season, Pokémon Horizons: The Series, premieres around the world in 2023 and beyond. Set in a world full of mysteries and marvels, it tells of the journey of dual protagonists Liko, the girl with the awe-inspiring pendant, and Roy, the boy with the mysterious Poke Ball. Encountering many intriguing characters during their journey, including a group led by Friede and Captain Pikachu called the Rising Volt Tacklers, the duo explore new wonders and make fascinating discoveries about the Pokémon world.

Away from the toy market, Pokémon continues to attract high-quality partners across a diverse and numerous range of categories, including food and drink, homewares, stationery and soft furnishings. Pokémon has become a true fashion icon, with a growing list of impressive collaborations from high street to high end, mass market to catwalk including names such as Iceberg Junior, Balmain, Puma, Zara and H&M.

Supporting its products, the Pokémon Company International has a vibrant programme of activity at retail, ranging from simple provision of displays and SKUs to fun-filled event days in store such as its recent collaboration with ASDA in six of its major UK stores and full-blown takeovers, like its recent sixweek pop-up in Harrod’s toy department, a branded space which hosted activities and giveaways alongside a wide selection of Pokémon product.

Always looking for innovative and exciting new ways to connect Pokémon ever more closely to its huge and passionate fanbase, the Pokémon Company International welcomes visitors to its stand at Licensing Expo in Las Vegas to discuss potential opportunities.

Zag contact@zag.com

Stand Q202

Zag is attending Licensing Expo 2023 following an incredible two years for flagship brand MiraculousTales of Ladybug and Cat Noir. At the event, Zag will also be sharing news of consumer products launches for the original comedy-action series Ghostforce and presenting its newest property, Melody.

Joining the company for the first time at this year’s expo is the recently appointed SVP of Global Consumer Products, Mark Kingston, who reports to Julian Jacob Zag, EVP Global Operations and head of Consumer Products. Mark is an entrepreneurial, accomplished and results-oriented executive with broad international experience who will spearhead Zag’s licensing and merchandising activities around the globe. He brings to Zag his Paramount-acquired expertise in developing innovative and sophisticated solutions to deliver some of the world’s top-grossing global brands.

With retail sales hitting over US$1b, Miraculous continues to soar, with season five on air across the globe and the US$100m+ animated movie arriving this summer. Miraculous has been shortlisted by LIMA for Best Brand – Animated for a second year.

This summer, Miraculous Ladybug makes her feature film debut in the animated and musical tale, Miraculous Ladybug and Cat Noir: The Movie. A superhero blockbuster for the whole family, directed by Jeremy Zag and produced by Zag and Mediawan Kids and Family, the movie takes fans on a journey of discovery as it follows the origin story of how two ordinary teens - Marinette DuPain-Cheng and Adrien Agreste - embarked upon their superhero destinies. The film is a modern take on the superhero genre, a coming-of-age story about first love and an unlikely duo who must find the courage to meet their destiny. The epic quest is full of action, comedy, music and magic and is set against the dazzling backdrop of Paris. The movie will premiere theatrically in select territories in July, in France by SND and in Germany by StudioCanal. A global summer launch will soon be announced.

The Miraculous – Tales of Ladybug and Cat Noir TV series, meanwhile, is scoring top ratings in more than 120 countries around the globe across multiple traditional media outlets and streaming platforms. With broad appeal across age demographics, Miraculous has become a global digital craze with over 33b views on YouTube (authorised and user-generated content) and more than $1b in retail sales.

Multiple licensing partners have been announced this year to date. For 2024, Playmobil will develop and distribute a diverse toy range that will feature superheroes Ladybug and Cat Noir alongside their team of heroes and villains. Popular scenes from the series will be presented in the Playmobil aesthetic across a wide range of play sets and seasonal toys, which will be distinguished from other Miraculous toy offerings by Playmobil’s iconic look and feel. This summer, Hyperkin is launching an exclusive line of Miraculous branded controllers as well as branded hard-shell cases to protect Nintendo Switch OLEDs or Nintendo Switch video game consoles, and Kodansha will launch manga for ages 8+.

Other notable deals include Build-a-Bear for North America and the UK. The line includes a Ladybug bear that can be personalised with costumes, outfits and accessories. Zag has also entered the $1b pet market with a line of Miraculous toys from Zippy Paws featuring plush and air gliders.

Arriving in autumn from master toy partner Playmates is the Miraculous Movie Doll line and Miraculous Chibi Mini Playsets, inspired by the viral phenomenon Miraculous Chibi Shorts on YouTube. These stylised fantastical ‘surprise’ environments include the Miraculous Chibi Boulangerie: Cakes & Crush and the Miraculous Chibi Amusement Park: Rides & Rescue. Each comes with two Miraculous Chibi figures.

Two major promotions are ongoing. A Miraculous macaron-flavoured cereal from Kellogg’s is available at retail across North America. Reminiscent of the classic Parisian treat, sweet, strawberry-flavoured pink and purple cereal pieces capturing Ladybug and Cat Noir’s powers channelled through their Kwamis, Tikki and Plagg, are coupled with white marshmallows. The Miraculous x Puma clothing line includes leggings, shorts, a skirt and a cap, while footwear styles include the Slipstream, Rider FV and Popcat, featuring spot-on patterns and gradient schemes. Meanwhile, Ladybug and Cat Noir receive their very own RS-X models inspired by their own dynamic and unique superhero personas.

On the gaming front, Movile’s Afterverse, the creator of the immensely popular free-to-play metaverse PK XD, has launched a new in-game collaboration featuring the Miraculous characters. Over 1b minutes of PKXD: Fun, Friends and Games have been played since it launched in September 2019, achieving the rank of Top 5 game in Latin America, reflecting the Brazilian DNA and the largest market. The first Miraculous console game, Miraculous: Rise of the Sphinx (available on Nintendo Switch, Xbox, PlayStation, and Steam) is GameMills’ No. 1 international title for 2022 and No. 2 US title for 2022 and sold out on Amazon on day one of launch. Zag is currently in pre-production for a second console and PC game.

Additional promotional partners for the movie will soon be announced, joining the current 400+ licensing and promotional partners.

New Ghostforce products are already available in Europe, with magazines from Blue Ocean currently at retail across the continent and books from Panini in Germany, Switzerland and Austria. Rubies will soon launch a costume range across Europe, while Audiobooks and DVDs are on the way from Edel in the GSA region. In LatAm, the consumer products programme launches for Halloween 2023 with 18” figurines of the heroes and villains as well as costumes from Novabrink. Xalingo will debut wooden toy products alongside luggage, backpacks and lunch boxes from Dermiwil, ice cream from Lolla Sorvestes, and experiences from C&E.

Zag will also be presenting the upcoming animated feature Melody, starring singer, songwriter and actress Katy Perry.

440 Over million units of Pokémon software sold worldwide

77 13 Pokémon TCG: countries and regionslanguages

Pokémon animation: 1,000+ 23 25 177 30 episodes movies seasons countries and regionslanguages

15 Pokémon mobile apps available around the world

Moonbug

dana.steiner@moonbug.com

Stand R212

Moonbug, the next generation global kids’ entertainment company, is looking forward to showcasing its beloved properties and plans for its growing brands at the Vegas Licensing Expo. The company is behind some of the biggest kids’ entertainment brands in the world, such as CoComelon and Blippi.

Throughout the year, Moonbug has shown substantial geographical growth, expanding its presence across EMEA, APAC and LATAM. Moonbug’s shows are currently available in 32 languages – including ASL – and feature on more than 150 platforms globally, including Netflix, Disney+, BBC iPlayer and YouTube Kids.

Moonbug has also expanded into new industries such as podcasts – CoComelon Story Time on Spotify and, most recently, Little Baby Bum Time to Dream on Audible; gaming –CoComelon: Play with JJ on Nintendo Switch; live entertainment and personalised character greetings with Cameo Kids.

Music and songs play a huge role in Moonbug’s franchises, as the company understands that music is good for motor skills development, as well as aiding with the learning process. Beyond that, the company’s goal is for its brands to extend beyond the screen and into the homes of young fans who can continue the shows’ storytelling through consumer products, or at Moonbug shows or location-based experiences.

Moonbug has successfully developed an extremely strong consumer products programme with offerings in all major licensed categories including toys & games, fashion, accessories & footwear, party goods, FMCG, arts & crafts and home. In a relatively short amount of time, the company has built a world-class portfolio of best-in-class licensees and continues to build upon these relationships with new categories and brands. With hundreds of licensees globally and a plethora of unique SKUs, these figures will continue to rise in 2023. As the company evolves, innovation becomes even more relevant and with that comes new approaches to the business. A brand new Moonbug Publishing Hub, dedicated to Moonbug’s publishers, will house all editorial content relevant for the development of publishing products. Innovation will also become relevant across other product categories such as gaming and toys.

CoComelon has cemented itself as a top pre-school property, as the most-watched brand on YouTube Kids with more than 4.5 billion monthly views. The brand, which supports kids in their foundational years through positivity, with a song for every biglittle moment, has attracted the attention of many licensees and retailers.

Throughout 2022, the franchise saw phenomenal expansion with new shows –

character getting their own show as Nina, JJ’s loveable, sporty classmate and friend, will star in her own series. Another show to look forward to is CoComelon Lane, the first-ever narrative series featuring the CoComelon characters, which has been commissioned by Netflix and will launch later this year. Through these spin-offs and the strength of the original CoComelon show, the franchise continues to connect with new audiences across the world. Global YouTube fans currently amount to over 190m.

The company recently announced a CoComelon collaboration with Puma, which resulted in a kids’ footwear and apparel co-branded collection inspired by characters from the show. Through its partnerships with leading toy companies such as Jazwares and Just Play, the company has won awards for its beloved toys such as the Boo Boo JJ doll, My Friend Cody doll and The Ultimate Learning Bus.

Blippi inspires curiosity in pre-schoolers around the world by creating content and experiences that are relatable, accessible and make learning fun. Blippi has become a worldwide sensation with more than one billion monthly views across platforms including Netflix, HBO Max, Cartoonito, Sky, Amazon and YouTube, with millions of fans around the world.

Building on the success of Meekah, Blippi’s first buddy, Moonbug has been expanding the Blippi universe with the launch of Juca, a live-action show set in Brazil in January this year. Later this year Blippi will be taking kids on international field trips with episodes filmed in Brazil, Canada, France, Italy, Mexico and the UAE.

Blippi is available in more than 20 languages, including ASL, and is distributed by more than 30 global broadcast and streaming partners.

Moonbug’s other brands are Little Angel, an animated show for pre-schoolers with humour, catchy and upbeat songs and familiar nursery rhymes; My Magic Pet Morphle which follows the adventures of Mila and her magical pet Morphle, who can transform into anything and Oddbods, which is a comedy that follows the adventures of a group of very individual and quirky friends.

Licensing Matters & YuMe

Toys

www.licensingmattersglobal.com

www.yumetoys.com

info@yumetoys.com

Stand K214 (Licensing Matters) / K218 (YuMe)

Maxx Group companies, Licensing Matters Global (LMG) and YuMe Toys will exhibit side-by-side at Las Vegas Licensing Expo 2023. While LMG, the boutique licensing agency known for its strategic approach to brand extensions, has been a fixture of the Expo for years, YuMe Toys will be present on the exhibition floor for the first time.

Global brands showcased in the LMG booth this year include KFC, Peugeot, Shure, Yale, Harvard, Route 66 and Fruit-tella, following a busy twelve months for the business.

Recent LMG programmes include a global, Peugeotbranded high-end luggage range that will be unveiled at the show; a KFC trend-led apparel range targeting Gen Z in the USA; a collection of pro audio, IT and AV equipment under the Shure banner and multiple food products for Fruit-tella.

LMG’s senior teams from Asia, North America and Europe will welcome existing and new licensees, as well as global brands on the lookout for top-tier licensing agency representation.

Meanwhile the YuMe Toys booth will showcase product lines such as Series 2 of the Disney 100 Surprise Capsules, packed with magical reveal surprises and iconic Disney characters; and Series 2 of the Stranger Things Upside Down Capsule collection, featuring fan-favourites such as Vecna and other treats.

DZNR, YuMe’s high-design range of collectible soft toys launched earlier this year, continues its character expansion with brand new SKUs from on-trend entertainment portfolios such as Netflix and Crunchy Roll.

Finally, YuMe will unveil a brand-new range of anime-licensed collectibles and stationery, featuring some of the most popular Japanese entertainment properties in the world, spearheaded by Jujutsu Kaisen.

Bandai Namco Entertainment America

949-262-4500

www.bandainamco.com

Stand F170

Bandai plans to magnify its consumer products licensing programme for the iconic Tamagotchi brand at the 2023 Las Vegas Licensing Expo.

Tamagotchi will be presented at the Expo and has big plans to expand the franchise in the North American market even further, allowing fans to engage with the Tamagotchi brand like never before. With over $90m in sales worldwide, Tamagotchi is a globally loved and recognised name all over the world and will now be bringing the brand to fans in new product categories across apparel, accessories, stationery, food and more.

Tamagotchi has a strong track record working with licensors to bring the biggest and best properties to market in the Tamagotchi universe with its successful line of Tamagotchi Nanos. Now, the brand is looking for partners to create lifestyle products geared towards millennials, who continue to count Tamagotchi among their favourite things.

Bandai is excited to meet with potential partners and bring Tamagotchi to fans in a whole new way to let fans personalise their experience and express their fandom. The elevated-grade lifestyle line Bandai is creating will allow the Tamagotchi community to celebrate the much-loved brand on a whole new level.

Created in Japan in 1996 and launched in the US the following year, Tamagotchi is the original virtual reality pet which has been entertaining generations with over 90m units sold to date. Millions of Tamagotchi devices are still sold annually with new devices launched each year. What started as a novelty toy

attract new fans.

Partners interested in collaboration opportunities can schedule a meeting

Entertainment America’s

at Las Vegas

for teens quickly catapulted into a pop-culture phenomenon which continues to entertain and

by contacting Tara Badie and/or Linh Forse through the Licensing portal or visiting the Bandai Namco

booth

Licensing Expo.

Exciting momentum for Mattel properties

As Mattel prepares to celebrate the big-screen launch of the Barbie movie, Toy World caught up with Jon Spalding, head of Consumer Products UK & EMEA, about the company’s other iconic brands, how its CP slate is shaping up this year, and how its approach to licensing continues to accelerate consumer demand.

How is the relaunch of Monster High shaping up from a licensing perspective?

We are seeing some exciting momentum on Monster High in EMEA. North America launched in October 2022, where it quickly became the biggest launch of the year, and we enjoyed similar momentum in EMEA, with toys arriving in January and Monster High quickly becoming the No. 1 new EMEA doll property launch for 2023.

With the Barbie movie about to launch, what are your hopes and aspirations for the movie tie-in merchandise? Will the film have a halo effect on the brand as a whole?

We’re witnessing an unprecedented moment in Barbie’s history: the highly anticipated launch of the Barbie movie in July. Following the reveal of the trailer, the reaction to cast media appearances and the success of the marketing campaign, we’re seeing significant demand for Barbie across all age groups, from older girls and teens right through to adults. With this in mind, we’ll have an offering for all fans of the Barbie brands. The movie will deliver purpose, epic fashion and irreverent humour, and explore important topics like gender equality – as well as what it means to be human. The momentum provided by Barbie has also provided us with an amazing jumping off point from which we can explore numerous other licensing and franchise opportunities. These will be unveiled in the coming months across various consumer product categories.

Since the very beginning, the Monster High brand has advocated for a more accepting world. This message strongly resonates with consumers, resulting in sales of 150m dolls in over 60 countries. The brand is allowing for even more storytelling opportunities by representing a wide array of body shapes and styles and owing to its strong element of nostalgia and exciting new fan base, we are developing products for all ages. We’ve worked with some world class partners across our priority categoriesHardlines, Dress-Up, Apparel, Home and Publishing – to produce designs that are both fresh and exciting. Our EMEA CP programmes are launching in autumn/winter, with further significant extensions planned across the next two years.

Hot Wheels is another enduring brand which offers great opportunities, both in terms of licensing in and licensing out –what are the main highlights for 2023 and 2024?

Hot Wheels is accelerating as a significant opportunity for consumer products - and as a franchise, it’s never been stronger. 2023 will be a landmark year as we expand into (top secret) content, gaming, live events, publishing and new consumer product launches. We’re seeing a strong appetite in the Kids’ space across Apparel, Home, Toys and FMCG programmes, while in Adult there is untapped potential to turn Hot Wheels into one of the world’s leading brands. From our kidult collector programmes to our collaborations with partners such as Nike, the strength of our brand licensing strategy hac created demand for further acceleration. In 2025, we will see the first ever Hot Wheels live action movie, which will be a pop-culture moment for the brand.

How has the new Fireman Sam series been received, and what are your plans for the brand on the licensing front?

The new Fireman Sam episodes, which launched in December 2022, have heralded a major refresh in terms of content, introducing even more action, new characters and locations, and new ways to tell the story of this beloved evergreen franchise. This is only the beginning: we have in place a three-year plan spanning new content and experiences as well as new partnerships and renewed master toy agreements. With Fireman Sam being such a trusted, evergreen franchise, we have a big responsibility to continue Sam’s journey into the future. In licensing, we will be focusing on driving core Hardlines categories such as Outdoor, Puzzles, Plush, Consumer Electronics and RolePlay, while in Lifestyle there’s a strong plan built around Apparel, Home, FMCG and Stationery.

What are the other highlights you’re looking forward to speaking to licensees and retailers about in Las Vegas?

There’s so much to talk about with our licensees and retailers, from the re-launch of Barney and the opportunities provided by Fisher-Price to the exciting plans we have for Thomas & Friends. And not forgetting the fact that some of our other brands are benefitting from significant investment, including Polly Pocket, Masters of The Universe, Uno, Magic Ball and Matchbox.

Mattel will be exhibiting on Stand R180.

Hasbro details latest licensing developments

Hasbro returns to Las Vegas Licensing Expo 2023 with an impressive lineup of announcements and displays for its powerhouse portfolio amid an exciting year. Here, the company outlines how its most recent licensing deals continue to bring its brands to consumers in new ways.

As a global branded entertainment leader, Hasbro’s mission is to entertain and connect generations of fans across the globe through the wonder of storytelling and exhilaration of play. In addition to leading in toy and entertainment, Hasbro enables consumers to showcase their fandom through a plethora of location-based entertainment, fashion, games, publishing and more. Guided by its ‘Blueprint 2.0’ and a purpose to create joy and community for people all around the world, Hasbro is offering something for everyone.

“We’re returning to the Vegas Licensing Expo in a big way this year to showcase exciting successes, new releases and highly anticipated collaborations based on Transformers, My Little Pony, Dungeons & Dragons, Peppa Pig and more across our valued partners,” said Casey Collins, president of Licensed Consumer Products at Hasbro. “2023 is a huge year for us, with the star-studded Transformers and Dungeons & Dragons theatrical releases taking place alongside milestone anniversaries for several of our brands: My Little Pony turns 40, and we’ll celebrate D&D’s 50th, Transformer’s 40th and Peppa’s 20th next year. With these momentous brand moments, we’re unlocking exciting licensing opportunities that offer fresh products and engaging experiences for all.”

Transformers

Returning to the action and spectacle that have captivated moviegoers around the world for years, Transformers: Rise of the Beasts has unlocked allnew ways for consumers to engage with the beloved brand. Transformers continues to expand its reach in entertainment with the upcoming release of its first-ever CG animated movie, Transformers One, starring Chris Hemsworth, Brian Tyree Henry, Scarlett Johansson and more. The second season of Transformers: EarthSpark also launched earlier this year, supported by a line of books from Simon & Schuster.

Transformers has made strides this year with major LBE (Licensed Brand Experiences) openings in China. The Playlodge - the first-ever mega resort complex merging Transformers and My Little Pony – is coming to Shanghai for summer 2023, while Hong Kong is welcoming a Transformers: The Ark restaurant.

In April, Hasbro announced a multi-year licensing agreement with Mattel to create co-branded Transformers Hot Wheels and Transformers Uno. Transformers also benefits from premium collaborations with Segway Ninebot, Lego and Robosen, all of which show off the Autobots in flashy new ways.

Dungeons & Dragons

D&D is keeping the excitement alive and well in the lead up to its 50th anniversary. Following the release of the critically acclaimed Dungeons & Dragons: Honour Among Thieves movie, starring Chris Pine, Michelle Rodriguez, Regé-Jean Page, Hugh Grant and more, collaborations have been spurred on across key categories. From a publishing partnership with Random House Children’s Books to the Dungeons & Dragons Coffee Club, the film serves as a foundation for the franchise’s resurgence in popular culture, once again attracting fans of all ages.

Peppa Pig

Peppa Pig kicked off the year with new content including the four-part special Peppa’s Holiday, featuring the never-before-seen solar-powered cruise ship. In the UK, the brand released various new retail and licensing partnerships, including nightwear from Cooneen by Design and TDP/Aykroyds, and the Learn with Peppa book launch with Ladybird, an imprint of Penguin Random House. Scholastic is also set to launch its Learn with Peppa publishing line-up later this year. In the US, fans can visit the Peppa Pig Theme Park in Florida and look forward to the second North American location opening in Fort Worth, Texas, next year. Continuing to build hype for its 20th anniversary in 2024, Peppa Pig will be releasing fresh content with a major year-long celebration planned for the lovable pig.

My Little Pony

Celebrating its 40th anniversary this year, My Little Pony has dropped brand-new content and opened immersive LBE attractions including the co-branded Transformers & My Little Playlodge. IDW continues its 11-year run of My Little Pony comics based on the new Netflix animated series Make Your Mark and will soon release a new programme based on the YouTube series Tell Your Tale. Since launching in 1983, My Little Pony

has catapulted itself from a toy brand to an awardwinning entertainment universe that attracts premier partnerships across Lifestyle, Fashion and many more categories worldwide.

Nerf

Social, active-play lifestyle and pop culture brand, Nerf has significantly expanded its reach and fandom. New Nerf Action Xperience centres are set to open in the US and UK; these will offer a variety of immersive experiences in which fans can compete and play. The world’s first-ever Nerf theme park is also opening at Brazil’s Beto Carrero World this summer. The brand is growing in the sports arena as well, thanks to prominent franchise partnerships with industry leaders such as Franklin Sports.

Monopoly

Following its award-winning Monopoly Lifesized Experience in London, the brand has ‘passed go’ on Monopoly Dreams in Melbourne, an experience which allows visitors to fully immerse themselves in the game’s exciting universe.

Monopoly continues to debut all-new editions tied to major pop culture moments and iconic franchises across music, film/TV and gaming such as The Super Mario Bros. Movie, Iron Maiden, It’s Always Sunny in Philadelphia, Britney Spears and much more. Part of Hasbro and Mattel’s new multi-year licensing agreement, Monopoly: Barbie Edition will be available for purchase in autumn.

Kiya & the Kimoja Heroes

The animated series Kiya & the Kimoja Heroes debuted on Disney Junior and Disney+ this spring and has already gained popularity amongst pre-schoolers and acclaim from media for its strong themes, diverse characters and fun storytelling. To support the debut, Hasbro secured impressive partnerships with Tia Mowry for a social content campaign and the Debbie Allen Dance Academy for media and grassroots activity. Random House Children’s Books quickly secured Kiya’s first official licensing partnership in the publishing category and plans to release Kiya in a variety of formats starting in summer 2024.

Hasbro will be exhibiting on Stand G170.

Character Licensed Merchandise

Mighty Jaxx

www.mightyjaxx.com

Mighty Jaxx has announced the upcoming release of the all-new XXRAY+ Brown & Sally from Line Friends.

A group of characters originally created for the messaging app giant Line, Line Friends has taken the retail world by storm with its licensed physical merchandise. The brand has previously collaborated with stars including the phenomenally popular Korean pop group BTS and has stores available worldwide.

This new 2-in-1 vinyl figure combines two of the iconic characters of Line Friends, Brown and Sally, with the work of famed sculptural artist Jason Freeny. Jason is an American artist best known for his cutaway sculptures of typically toy objects. Freeny blurs the lines between toy design, art, science and teaching, and has once again used his hugely recognisable anatomical style to reveal what lies beneath the surface of this solemn pair.

Every purchase comes with an exclusive lenticular poster featuring the unique Xxray style, so collectors can see double the fun.

Mighty Jaxx has also recently unveiled a new series of Avatar: The Last Airbender collectibles. Available now, Avatar: The Last Airbender Kwistal Fwenz Series 01 will be available to purchase as part of a new FunBoxx series. From the mighty Toph to the Avatar himself, this collection of seven Avatar characters features their signature fighting styles and their four elements that mimic the look of precious gems. Those looking for fanfavourite characters Appa and Momo could end up getting their hands on an ultra-rare figurine. www.funrise.com

Funrise is launching its Teenage Mutant Ninja Turtles vehicles range later this month. The hero item from the range is the Sewer Shredders assortment. These pull-back skateboard vehicles each come with a non-detachable TMNT figure and the figurines have a weapon wielding action to discover. Coming in at an attractive sub-£10 RRP, Sewer Shredders are predicted to be a strong volume driver for retailers carrying TNMT merchandise. Funrise’s Sewer Shredders line comes in both the classic style as well as the Mutant Mayhem stylisation from the movie, with all four turtles available in both designs.

Also reflecting the movie styling, the Half Pipe RC assortment comprises powered skateboards with a TMNT figure attached. An innovative new RC line from Funrise, the skateboards come with a radically different controller compared to most standard RC toys. TMNT fans will be able to perform spins, pop wheelies and zip past obstacles with their favourite Ninja Turtle Half Pipe skater. The assortment features all four turtles and is available as solids.

Moving into Q4, Funrise’s Cowabunga RC features Raphael. A much larger version of the Half Pipe, measuring approximately 30cm tall, the Cowabunga RC comes with a ramp kids can use to perform tricks and wheelies. The Raph’s icon Sai weapon is reimagined as the controller brining another innovative Funrise’s TMNT range will be supported with a robust marketing campaign spanning TV, YouTube pre-roll and cinema advertising.

Character Licensed Merchandise

Casdon

+44 (0)1253 766 411 | www.casdon.com toys@casdon.com

Casdon is a third generation, family-focused business that believes in the power of play, creating mini versions of well-known household items that adults use in the home. Kids' imaginations are ignited by bringing objects to life through a range of role-play toys.

Casdon’s portfolio includes seven of the top 10 bestselling pre-school role-play products in the UK including its infamous Dyson vacuum cleaners, beloved Henry and Hetty cleaning lines as well as its Morphy Richards Kitchen Set.

In 2022, Casdon introduced another licensed partner to its portfolio, one of the world’s leading houseware brands, Joseph Joseph. The new collection saw Casdon

Character Licensed Merchandise

MV Sports

01217 488 000 | www.mvsports.co.uk

A one-stop shop for all wheeled and outdoor toys, MV Sports offers dependable brands and licences with great value and longevity in a turbulent economic climate. MV’s portfolio of must-have properties includes Paw Patrol, Peppa Pig, Disney Princess, L.O.L. Surprise!, Spider-Man, Batman, Nerf and Marvel, all of which are evergreen favourites.

An iconic brand with 99% global awareness, Barbie licensed products continue to enjoy strong sales. MV Sports’ range of Barbie wheeled and outdoor toys features bright colour pops and diverse character graphics set against a backdrop of iconic Barbie pink. Must-have products include the Barbie dream house tent, deluxe tri-scooter, and 10”/12”/14” bikes.

This month’s front cover focuses on one of MV’s most popular pre-school properties, Spidey & His Amazing Friends. The series has inspired yet another eye-catchingly vibrant wheeled range from MV Sports, featuring iconic characters, bold, enticing colours and comic-book style graphics. Newly launched for 2023, the Spidey & His Amazing Friends Play Tent is designed to reflect the Spidey-verse, including all its most popular characters. With a tie-back door and fully integrated floor, plus a closed top, this play tent can be enjoyed both indoors and outdoors. The poles fit into fabric channels easily for quick assembly and simple breakdown, and an included carry bag makes the tent perfect for sleepovers and holidays.

MV has supplemented its portfolio of classic licences with the latest hot and in-demand properties, including Bluey, Gabby’s Dollhouse, Sonic, Transformers Earthspark and Trolls 3.

The company has a wide range of wheeled toys to support Bluey such as the Switch-it Tri-Scooter, which features four different character plaques for enhanced play-value, a fully printed anti-slip footplate for stability and adjustable handlebars. Kids can also pedal along on the 2-in-1 Bluey Bike. An ideal beginner’s bike, this product easily converts from a pedal bike to a balance bike as the child grows in confidence.

MV Sports is proud to announce its new collaboration with Universal’s Gabby’s Dollhouse across scooters, bikes, playhouses, tents and accessories. A hero of the range is the Gabby’s Dollhouse Playhouse, which depicts the iconic dollhouse inside and out. Decorated with colourful character graphics, the playhouse comes complete with a ventilated closed top and tie-back door, and is made from durable, water-resistant polyester and PVC materials. Perfect for any Gabby fan wanting to immerse themselves in play indoors or out, the easyto-assemble tent’s one-piece design is shaped by inserting the adjoining PVC poles through ready-made channels. It also folds down to a compact size for easy storage when play is over and comes with a carry bag.

HoloToyz

01937 586218 | www.holotoyz.com | declan@holotoyz.com

Following its success at Spielwarenmesse earlier this year, where the company won a prestigious ToyAward, HoloToyz is rolling out its innovative and interactive range of Augmented Reality (AR) Paw Patrol Temporary Tattoos and Stickers.

HoloToyz understands that children thrive on imaginative play. Each pack of HoloToyz Augmented Reality Paw Patrol Tattoos and Stickers features 10 popular characters from the pre-school animation, which come to life via the free, kidSAFE certified and easy-to-use HoloToyz app. By simply scanning the tattoos or stickers using a smart device, kids can witness their favourite Paw Patrol characters spring into action right before their eyes.

With HoloToyz' ‘Awesome Reality’ technology, kids can place the virtual pups in their immediate surroundings, creating an immersive experience that blurs the line between fantasy and reality. This unique feature sparks boundless creativity, allowing children to interact and play with the characters they love most. Not only can kids interact with the virtual Paw Patrol pups, but they can also capture these magical moments through photos and videos using the app.

HoloToyz Awesome Reality Paw Patrol Tattoos and Stickers offer exceptional value at a very accessible price point. Priced with affordability in mind, HoloToyz ensures that every child can enjoy the enchanting experience of bringing their favourite Paw Patrol characters to life. Thanks to its user-friendly interface, even the youngest Paw Patrol fans can navigate the app with ease, allowing for hours of uninterrupted play and exploration.

The HoloToyz range offers a truly remarkable and immersive playtime experience. By combining the Paw Patrol characters with cutting-edge AR technology, HoloToyz has created a product that transcends traditional toys. With the ability to bring the virtual pups to life, capture memories, and share the excitement, these products are a testament to the power of imagination and innovation, meaning the world of Paw Patrol is now just a scan away.

Character Licensed Merchandise

Jazwares

020 3598 5119 | www.jazwares.com

Global plush toy sensation Squishmallows continues to capture the imagination of fans of all ages. 2023 will see over 250 new Squishmallows styles launch in the UK, with licensed collaboration drops from some of the hottest brands on the planet, including Pokémon, Disney, Adopt Me!, Star Wars, Harry Potter, Sanrio and Sonic the Hedgehog, driving further excitement.

The CoComelon HugMees by Squishmallows will be the latest addition to the Squish Squad, featuring beloved CoComelon characters wearing their pyjama onesies. The My Friend Cody Doll, an adorable Peek a Boo JJ doll and the amazing Dancing JJ Doll with light, sounds, four songs and three dance modes will also add to the fun. Further highlights to the CoComelon range include new style figures, vehicles, play sets and bath toys.

Jazwares brings the excitement of Adopt Me! out of the metaverse and into the physical world. Boasting 29b gameplays, Adopt Me! is the most played game on the Roblox platform. The new toy line authentically expands the Adopt Me! experience beyond digital with legendary, super rare and fan-favourite plush and collectible figures. The Mega Neon Feature plush, standing 12” tall with three mega neon lightup modes, leads the line-up. The highly desirable and sought-after pets are available as ultra-soft 15cm plush, and fans can also hatch their favourite Adopt Me! Plush characters with the Surprise Plush Collectible Eggs. Submerging the new Mystery Pets Eggs in water, meanwhile, reveals one of 24 true-to-game 5cm figures. Kids can mix & match figures with the Friends pack assortments and recreate the game with the Large Coffee Shop & Playground play set. Virtual item codes, redeemable in the game, bring together digital and physical play.

Spidey and his Amazing Friends will be swinging into autumn 2023. Following the success of its vehicles and plush, Spidey’s web-slinging action will be expanding into die-cast vehicles with the introduction of the exciting Amazing Metals range, rolling into retail from July onwards. The deluxe set features seven 2” die-cast mini vehicles inspired by the hit TV series Spidey and His Amazing Friends. Each car features free-moving wheels, a metallic finish and a specific hero or villain from the show. The Spidey and His Amazing Metals City Track is a multi-level play set compatible with all Spidey mini vehicles. Kids can speed through three stories of ramps, doors, windows and billboards as they put their Spider pedals to the metal and bring supervillains to justice.

New size, scale and collectability come to the Star Wars galaxy with the highly detailed Star Wars Micro Galaxy Squadron portfolio. The microscale vehicle line spans the entire Star Wars saga with multiple waves of vehicles kids and collectors alike will love to chase, play and display. This dynamic line delivers authentic, scaled micro vehicles with supreme detailing, playable action features and 1” articulated micro-figure accessories. New for autumn/winter 2023, the AT-AT Walker 10” Assault Class Vehicle with Micro Figure Accessories is based on the massive Imperial walkers that annihilated the Rebel rearguard at the Battle of Hoth. Kids can destroy the shield generator with the light-up laser cannons, while the impressive machine also features an articulated head and legs, cockpit, an opening side panel with four unique play areas, and authentic movie sound effects and dialogue.

Jazwares also has a portfolio of new launches from further top properties including Pokémon Fortnite, DevSeries and AEW.

IG Design Group

01908 618 811 | www.igdesigngroup.uk info@igdesigngroup.com

Parents can keep their kids entertained this summer with IG’s fun licenced Toy Story novelty

The range includes pen toppers, highlighters, pencil toppers and mini notebooks available in a variety of favourite Toy Story characters including Buzz Lightyear, Woody, Jessie, Zurg, Sporky, Rex and,

IG Design Group is launching its new Toy Story novelty stationery range in time for Back to School, making these products an ideal addition to any

The Toy Story Pens are available as Woody, Buzz Lightyear, Jessie and Alien, while the Toy Story Pencil Toppers are available as Woody, Buzz Lightyear, Zurg and Sporky. The most comprehensive character range is the Toy Story Mini Notebooks range, available as Woody, Buzz Lightyear, Jessie, Zurg, Sporky and Rex. The Toy Story Highlighters, meanwhile, are available as a Woody, Buzz Lightyear,

The officially licensed Toy Story novelty stationery range is available now. Retailers are advised to look out for further licensed collections launching later this year, featuring iconic characters from kids’ favourite TV shows and movies.

Blue Sky Designs

0113 387 9670 | www.blueskystudios.co.uk sales@blueskystudios.co.uk

Blue Sky has been securing and bolstering its licensing portfolio to cover the next few years.

The company has renewed and expanded its deal with Hasbro which includes additions such as Transformers, Dungeons and Dragons and Peppa Pig, to run alongside the evergreen properties My Little Pony and Nerf. There will be increased activity around the Transformers franchise over the next few years, and Blue Sky’s planning to support this is already underway with product development on a Manga style capsule range. Peppa will join the ever-expanding family of collectible Mini Pen Pals which has been hugely successful to date, and the company is also working on several brand-new product formats for the popular pre-school property.

Blue Sky has expanded its multi-licence deal with Warner Bros and is looking forward to working on some new DC Universe ranges; with Beetlejuice, Power Puff Girls and Looney Tunes just a few of the properties involved. There will also be a completely new look for the Harry Potter range for autumn/winter 2023.

Blue Sky is also launching several new desktop product formats across each licence such as Jumbo desk mats, 3D Desk tidies, tech cases and desk lights later this year.

Blue Sky’s most recent licensing deal was with CPLG - MGM for the hugely popular Wednesday franchise. With the second Netflix series confirmed for later in 2024, Blue Sky is already busy designing and developing the range, as early demand is very high across its customer base.

With the Back-to-School season shortly upon us, Blue Sky is counting down the days until the launch of its Teenage Mutant Ninja Turtles – Mutant Mayhem range, which includes Backpacks, Water bottles, Lunchware, Stationery and novelty gifting. With the hype surrounding the movie release this summer and the level of pre-orders the company has had to date, Blue Sky expects the Turtles to be a big success this year.

Spin Master Toys

01628 535 000 | www.spinmastertoys.co.uk

Spin Master’s selection of pre-school toys includes the brand-new collection from Paw Patrol.

The new Aqua Pups range represents a new Paw Patrol theme on the brand’s 10th anniversary year. The range is taken straight from show to shelf, with the content available to view now on YouTube and series going live on Milkshake from July. The toy range includes the Whale Patroller, Themed Vehicles and Aqua Hero Pups for underwater rescue missions. The new toys let children recreate their favourite rescues from the show using the iconic pups and their sea creature friends.

The Hero Pups from Spin Master include the iconic pups, Chase, Marshall, Rocky, Rubble, Skye and all-new character Coral, with her mermaid tail and seahorse friend. Coral can be attached to the fin on seahorse’s back and then rolled forward, to activate her seahorse’s head-waving movement. Each Hero Pups figure features authentic, true-to-show details and styling, with the pups dressed in their wetsuits and helmets, alongside their sea creature friends that they can attach onto. There are six pups and their sea creature companions for fans

The all-new Whale Patroller Team Vehicle features real working wheels, an aqua-themed Chase action figure, and his sea themed rescue vehicle. themed vehicles into the Patroller’s vehicle launcher before slamming down on the vehicle launching lever to blast Chase into action.

YuMe Toys

+44 20 7921 0380 | www.yumetoys.com

info@yumetoys.com

YuMe Toys has an internationally successful range of licensed character-focused collectibles and continues to innovate with new lines throughout this year, as well as for 2024.

Series 1 of YuMe’s Disney 100 Surprise Capsules, especially created to celebrate Disney’s most iconic and beloved characters from its 100-year legacy, wowed retailers and consumers when it launched earlier this year. Making its debut from July onwards, Series 2 celebrates a further 14 famous characters including two ‘rare’ ones: Buzz Lightyear and Minnie Mouse. Retailers are gearing up to deliver even greater sales as Disney’s celebratory marketing campaign climaxes the world over during Q4 2023.

Every Disney 100 Surprise Capsule includes YuMe’s signature magical reveal clue cards, that hint at which mystery character is inside, as well as accessories, all crowned by an original 2.5” collectable figure. The consumer journey climaxes with the nifty transformation of the capsule into a platinum-finish pedestal designed to be collected, played with and cherished.

DZNR (pronounced Deeziner), YuMe’s high-design range of collectible soft toys, which launched earlier this year, continues to expand in the coming months with new designs based on fan-favourite characters.

Leading characters from the blockbuster anime TV series, Jujutsu Kaisen (JJK), whose second season launches in July this year, come to life in a range of “Cursed” collectible surprise capsules, squishies and bobble head collectibles. The design and the intricate fabrication of every one of these items really captures the DNA of the increasingly popular anime property and will surely thrill JJK’s fans.

Finally, during the second half of this year YuMe will launch products in the stationery category for the first time, which include Among Us and Jujutsu Kaisen-branded school utensils.

PMS International

01268 505 050 | www.pmsinternational.com

PMS International has partnered with Barrado to bring retailers a selection of collectible pop-culture licensed plush based on some of the hottest anime properties around: Naruto, My Hero Academia, One Piece, Hunter x Hunter and Death Note. Barrado plush adds something new and different to any existing anime retail offering. The collectible toys have been designed to appeal to anime fans of all ages, with cute designs and fine details rendered in gift-quality fabrics. Made from high-quality materials and 28cm tall, they are the perfect addition to any collection or an ideal gift for an anime fan. They're also affordable: the impulse 25cm collection of Naruto is available at a slightly lower price point.

As the popularity of anime continues to grow in the UK, PMS says the opportunity to work with Barrado, which has had great success with these properties across Europe, came at the perfect time. The new collection is already being hailed as a ‘summer hit’ by the company’s sales team after it debuted at the London Toy Fair in January, where it enjoyed a huge amount of interest. Those retailers that stopped in their tracks and headed to the PMS booth specifically to look at the anime range will be pleased to hear that the first delivery arrives in Mid-June. PMS carries a huge range, so everyone can find something that fits their budget.

KAP Toys

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

KAP Toys continues its expansion of leading licences and now boasts a portfolio which includes every major Disney licence through the Disney 100 Surprise capsules launched in January. Ongoing support of this range runs right through 2023 as the Disney 100th Anniversary celebrations continue. A concert tour in June is the next highlight of the centenary and will begin the crescendo into autumn/winter. Collections are expanding along with the fan base, swelled by ongoing growth in the unboxing trend on social channels.

KAP Toys is focusing on the expansion of players of the Marvel Mission Arena trading card game which launched in May with a national sampling campaign in Kraze & Toxic magazines. During this activity, over 60,000 players received their first packs of cards to kick start their involvement in the game. The company continues moving forward with the brand, with attendance at Comic Con and national rollout with retail partners.

There will be further launches throughout the year in Hello Kitty as the TikTok phenomenon of Hello Kitty Cappuccino demonstrates that this licence has many more years of profitable sales to come. At a pocket money price point, Hello Kitty Cappuccino offers an ideal entry point to the brand, and an affordable option for long standing fans.

KAP Toys continues to offer a full range of gaming property Among Us toys, and there are still opportunities to discuss on remaining Harry Potter stock.

08453 070 707 | www.rubiesuk.com

Rubies has a mammoth portfolio of licensed dress-up and accessories, included in which are two new ranges proving very successful despite only being in the market for a short time.

Gabby’s Dollhouse, the phenomenally popular Netflix series, has been very well received in the pre-school and early years markets, becoming one of the most-wanted characters for merchandise. For its debut licensed range, Rubies has worked closely with long term partner Universal to design, manufacture and distribute four costumes for fans of the show, and even more are in development. Each costume comes with a dress featuring highly realistic print details showcasing some of the most loveable, adorable characters from the series, plus matching headbands.

Mattel’s Monster High costumes, available soon, are ideal for fans of the revamped doll property. Benefitting from a recent surge in popularity following new media releases, including YouTube videos and more, the dress-up line includes favourite characters Clawdeen Wolf, Draculaura and Frankie Stein. The costumes come in both standard and deluxe editions with matching wigs also available, making them perfect for Halloween.

Wednesday has been making waves and is predicted to be one of the most popular costume choice for Halloween 2023. Viral dance videos based on the series have also been taking off online. Featuring the famous ballgown, school uniform and even accessories, this collection of dress-up is an essential for any Halloween

Learning Resources

01553 762 276 | www.learningresources.co.uk

sales@learning-resources.co.uk

There is so much more for Numberblocks fans to explore thanks to Learning Resources’ exciting new mid-year product launches available from Q3.

In January this year the company released three sets of Numberblocks collectible figures for fans of the award-winning CBeebies TV series: Numberblocks Friends One to Five; Numberblocks One and Two Bike Adventures; and Numberblock Four and the Terrible Twos. Perfect for imaginative play and sized for little hands, the figures have all the features children know and love from the episodes, as well as moving arms for dynamic play. They can also stand upright for creating displays.

The follow-on Numberblocks Friends Six to Ten will soon be available. Children can grow their collections and enjoy even more imaginative play adventures in Numberland with the friendly Numberblocks One to Ten.

The exciting new Numberblocks Step Squad Mission Headquarters is coming soon. As they unfold this deluxe play set, children will discover lots of numerical details and hidden features ready to inspire imaginative play adventures. The play set includes a Numberblock Three figure and complements all the existing collectible figures sets.

The new Numberblocks Mini Vehicles Set, featuring Numberblocks One to Five as drivers, contains drivers which stay in their vehicles, each packed with features based on its driver, reinforcing early years maths concepts as children play.

In January Learning Resources launched its Numberblocks Memory Match Game and three educational maths jigsaw puzzles for pre-schoolers. The company will soon be launching Numberblocks Race to Pattern Palace, a problem-solving maths board game based on one of the series’ most popular episodes.

The new Sing-Along Numberblock Five interactive plush toy is the newest addition to Learning Resources’ plush toy category and rounds off this year’s Numberblocks releases. Kids can press the star on her famous High Five counting hand to see her fingers glow and hear as she counts from 1-5. Five also shares 12 phrases and songs including the Numberblocks theme tune and will have fans singing and counting along. Sized for little arms to cuddle and hug, Five is ready to accompany kids on their imaginative adventures.

To grow awareness, Learning Resources has an ongoing Numberblocks brand campaign which includes digital and print advertising, social media activity and collaborations, and PR activity. To support its trade customers, the company offers access to its Marketing Resources Centre (MRC) online portal, which houses up-to-date downloadable digital assets including high quality product and lifestyle photography. Trade customers also have access to eye-catching in-store display material such as Learning Resources’ colourful branded FSDU to create engaging in-store retail displays.

RMS International

www.rmsint.com | sales@rmsint.com

RMS boasts a strong character licensed portfolio, collaborating with industry leaders such as Mattel, Hasbro, MGA, Universal and Moonbug, among others. By aligning with the hottest properties in the market, RMS has experienced tremendous success in the last two years, strengthening its licensing relationships and further solidifying its position at the forefront of the industry.

The company’s comprehensive character licensed portfolio covers a wide range of key toy categories including Arts & Crafts, Bubbles, Wooden Toys, Stationery and Sensory ranges.

RMS has recently built on the triumph of its established Arts & Crafts collections, and the ‘paint-your-own characters’ range has emerged as a clear standout. These offerings, featuring well-known characters from popular properties, have been a success with retailers and end consumers alike. Now, RMS has joined forces with Nickelodeon to introduce four Paw Patrol paint-your-own characters, including beloved characters Chase and Skye. To further enhance the experience, the cleverly designed Paw Patroller packaging not only lends a unique brand identity to the product but can also be repurposed as a play vehicle, providing an added layer of enjoyment for children.

RMS has made significant investments in the bubble product category over the last 12 months. With bubble products in all major licences from Barbie to Netflix's hottest preschool show, CoComelon, RMS has shown its commitment to providing quality bubble products for all. The company has even dedicated a tooling budget to enhance entrylevel bubble wands with character-moulded handles, giving them a point of difference. This spring/summer, two new moulded bubble machines will hit the shelves. These include a handheld electronic bubble blower inspired by CoComelon and a full character JJ bubble machine.

Posh Paws

01268 567317 | www.poshpawsinternational.co.uk sales@poshpawsinternational.co.uk

Posh Paws has partnered with Play by Play to bring anime and manga licensed plush to the UK later this year. The new anime range will include fan favourites such as Demon Slayer, One Punch Man, Jujutsu Kaisen and Dragon Ball Super, to meet the growing demand for the Japanese inspired product that consumers are increasingly looking for at retail.

All the plush that Posh Paws will be releasing is made using 100% recycled stuffing and finished with realistic detailing, to ensure that each character is brought to life vividly in the hands of avid fans.

From the billion-dollar blockbuster Legendary MonsterVerse movie franchise, Posh Paws will be unleashing a range of Godzilla licensed plush toys across a variety of small to large sizes. There will be an 8” Godzilla assortment in a CDU for low-entry price points, a 10” and 17” Godzilla with roaring sound effects and a basic 12” plush.

The third all-singing and dancing, Trolls 3 movie will see Poppy and Branch return to cinemas this October and Posh Paws is ready to party with a new range of soft toys. Styled in new outfits from the movie, there will be an assortment of 10” basic plush, the supersquishy Squashy Podgies in 10” sizes as single characters and sold in an assortment of three that young fans can cuddle up to and play with, as well as small 4” Squashy Podgies Bag Clips that are great for accessorizing.

Posh Paws’ Gabby’s Dollhouse plush range continues to go from strength to strength as the show continues to top the viewing charts. New characters that will be introduced into the range from summer will be the 10” DJ Cat Nip and Stylised Gabby in a display box, and a new five-piece assortment of 7” characters in a CDU to collect. In the run-up to Christmas, a new 10” Baby Box Cat plush will be added to the collection and takes the Posh Paws range to 12 high-quality plush characters.

Posh Paws licensed Jurassic World plush remains one of its bestselling collections. New to the extensive range are feature plush Glow in the Dark Squashy Podgies (available now) and arriving this summer, new Dino Egg assortments to collect, hatch and play with, as well as a 10” Brachiosaurus and Bumpy the Ankylosaurus.

Other licensed brands from Posh Paws include Sunny Bunnies, Swizzels Love Hearts, Rocky, Emoji, How to Train Your Dragon, Jaws, E.T, Shrek and Minions.

HTI Toys

01253 778 888 | www.htigroup.co.uk

HTI’s popular range of Peppa Pig toys continues to expand year on year to accommodate the variety of play patterns that are vital to a child’s progress. Peppa’s Keys are a standout product for 2023. To aid the development of a baby’s sense of touch, the set of Peppa Pig-shaped keys include three colourful light-up buttons which produce sound effects, including the Peppa theme tune, and the keys also double as a soothing teether. Continuing partnerships with hit animation characters Hey Duggee and Bluey, HTI has added Bluey themed bubble products to the Bubblz brand, complementing its existing popular licensed ranges, including the character Bluey Bubble Machine. Affirming the show’s values of imagination and play, the collection also extends to Bluey Patio Sets, Bluey’s Save with Bluey, Bluey’s Boombox and Bluey’s Telephone. Bluey’s Boombox is packed full of interactive features perfect for little hands. Complete with a microphone for sing-along fun, the Boombox features a tuner which can be turned to hear different songs and colourful buttons that allow little ones to add more musical layers.

HTI now has numerous character-inspired toys to offer as part of its Hey Duggee role-play range. The case range now includes Hey Duggee’s Adventure Case, complete with toy fire and accompanying marshmallow on a stick, plus all the accessories required for an expedition. Children can take along the Hey Duggee Medic Case for any first aid emergencies, and the new Hey Duggee Camera can capture all the fun.

HTI continues to showcase its products from the global phenomenon, Baby Shark. These under-the-sea-inspired toys each feature Baby Shark, Mummy Shark and Daddy Shark characters and include the famous theme tune.

Paw Patrol fans can enjoy an assortment of musical role-play toys, which includes an electric guitar, a character keyboard, an electric trumpet and an electronic band set. Each Musical toy features the well-known theme song and promotes motor skills, rhythm and hand-eye coordination.

All licensed ranges for spring/summer by HTI have recently been released which includes the Bluey stroller designed in new Bluey patterned fabrics and double character wheels for easy steering.

The HTI development and design team is now putting the final touches to the innovative licensed products that will be available for the autumn/winter season.

Character Licensed Merchandise

Character Options

01616 339 800 | www.character-online.com

sales@charactergroup.plc.uk

Character Options has a licensed toy for fans of character brands of all ages.

Teenage Mutant Ninja Turtles: Mutant Mayhem will hit the big screen this summer, and Character is gearing up for the UK launch of the Playmates Master Toy line. This collection includes action figures, vehicles and role play toys, all inspired by Seth Rogen’s movie vision and the teenage heroes depicted in the film. At over 25-inches tall and featuring over 20 features, as well as multiple levels of play, the Mutant Mayhem Sewer Lair Playset will be the centrepiece the collection. The Pizzafire Van is another hero line; it electronically fires pizzas with its built-in pizza launcher. No Turtles range would be complete without the core collection of action figures, and there are three sets of scaled figures to collect including the Deluxe Ninja Shouts Action Figures, with springloaded arms and legs and electronic phrasing voiced by the movie talent, perfect for re-enacting key movie scenes.

The Heroes of Goo Jit Zu range has new characters to discover across both Marvel and DC. The licensed hero packs will now include a unique goo transformation with included goo capsules. The latest Marvel Goo Shifters include Red Hulk, War Machine and Black Panther, while the DC Goo Shifters Hero Packs include Flash and Dark Knight Batman. Each Hero undergoes a goo shift transformation when their inner orb is crushed.

The licensed first collectible range Weebles has lots of new characters for little ones aged 18-months-plus to collect, across the hottest preschool properties. Weebles are classic figures that wibble and wobble but never fall down and this year, the collection has been extended to include characters from Marvel’s Spidey and his Amazing Friends, DC Super Friends and Hey Duggee, bringing to life the on-screen magic of these shows. More additions are set to follow for AW23, and the new licences join existing favourites: Peppa Pig, Bluey, CoComelon, and My Little Pony.

Craft Buddy

0203 417 6565

| trade@craftbuddyltd.co.uk | www.craftbuddyltd.co.uk

Craft Buddy offers creative play for both kids and adults, with products featuring a wide range of character designs. The company is continuing to partner with a series of successful licenses including LOL! Surprise, Frozen, Spiderman, Paddington and Star Wars in its Crystal Art range.

Crystal Art Buddies Series 1 was launched last year and includes 25 Buddies with popular characters from the Disney, Marvel, Star Wars and LOL! Surprise universes. Series 2 features over 30 characters including new licensed designs from Disney, Star Wars, Marvel Guardians of the Galaxy, Marvel Spiderman, LOL Surprise!, Paddington and Peter Rabbit. A collection of new Paddington Bear Crystal Art items includes stickers, cards, 30x30cm canvas, notebooks and a buildable London scene featuring Tower Bridge, a red London bus and the loveable bear from ‘darkest Peru’.

A new Star Wars Droids Hanging Scroll kit is joined by the Star Wars Keyring Kit featuring both Darth Vader and a Stormtrooper, as well as a Star Wars logo.

In Crystal Art Keychains, the new LOL! Surprise Key Ring Kit features Kitty Queen and Queen Bee character keychains as well as a LOL! Surprise logo shaped keychain. Crystal Art Key Ring Kits also come in Little Mermaid and Star Wars varieties featuring all the most popular characters.

The new LOL! Surprise Crystal Art Secret Diary features the popular Bon Bon character and is joined by the new LOL! Surprise Neon QT accessory bag.

Crystal Art Marvel Foldable Storage Boxes come with everything needed to create either a Spiderman or Iron Man 30cmx30cm foldable storage box; Disney Crystal Art Notebooks come in Minnie, Little Mermaid, Lion King and Moana designs and Disney Crystal Art cards are available featuring Bambi, Winnie The Pooh, Mickey, Minnie, The Lion King and Frozen characters.

The Winnie the Pooh Crystal Art 3D Scene transports kids to the whimsical world of Winnie the Pooh, Rabbit, Piglet, Eeyore and Tigger. At 18.5cm x 10cm x 25cm, this wooden 3D scene creates a magical wonderland to brighten up bedrooms.

Also new this summer, and launching in celebration of Disney’s centennial anniversary, is the Disney D100 Crystal Art Sticker Album and Stickers. Fans can collect over 100 Crystal Art stickers featuring their favourite Disney characters including Mickey, The Lion King, Snow White, Toy Story and many more. The Crystal Art D100 starter pack includes a sticker album, two sticker packs and a crystal art tool set. The sticker packs contain three stickers and all the crystals needed to complete them, with CDUs containing 20 sticker packs. Disney fans can collect the full set and add them to the album once they have been completed.

Simba Smoby Toys

01620 674 778 | www.smobytoys.co.uk

sales@simbasmoby.com

The Simba Smoby Toys UK range continues to appeal to kids and collectors of all ages and interests, with a vast array of licensed lines.

This year, movie buffs can add new lines and licences to their Jada Toys collections, with the Hollywood Rides collection updated to support a year of back-to-back blockbuster releases from powerhouse franchises including Fast & Furious and Transformers. An evergreen seller in this miniature scale vehicle and figure collection is the Fast and Furious 1:32 and 1:24 series cars. For the latest franchise movie to be released, new Fast X vehicles have been unveiled.

Transformers is another franchise for which demand is sky high this year, with Transformers: Rise of the Beasts hitting cinemas this summer. Named among this year’s Toy Fair’s Hero Toys, the Transforming Optimus Prime RC is proving a real fan-favourite, with classic retro styling that makes this item collector ready. The vehicle switches between Truck and Optimus Prime Autobot form, offers full function RC, light and sound effects, and measures 34cm tall in Autobot mode.

Simba’s Plush collection is designed with fans of all character brands in mind. This licensed range includes soft toys from the Marvel Universe, Star Wars, Super Mario and Disney. A hot new line in the range is the Reversible Plushies; Spider-Man fans can fip the plush friend inside out taking the toy from Peter Parker Spider-Man to Miles Morales Spider-Man. Following strong brand resurgence for Super Mario this year with the release of The Super Mario Bros. Movie, Simba has an assortment of Super Mario plush pals. Game characters are available in three different sizes: 20cm, 30cm and 50cm. In light of Disney’s 100th anniversary year, Simba also has a Disney 100 Plush offering. Spidey and His Amazing Friends has recently been introduced to the Smoby portfolio, bringing together two beloved pre-school brands. The Spidey and His Amazing Friends Bricolo Workbench allows kids to build their own Spidey Crawler vehicle.

Flair GP sales@flairplc.co.uk | 0208 643 0320

This year, Flair GP licences cover Master Toy collections for Gigantosaurus and Pinocchio and Friends, plus characters from across the DC and Marvel universes, as well as from the Disney Kingdom, with CapStars.

Launching this July, following the success of the animated kids’ series on Netflix, Disney+ and Tiny Pop, the Gigantosaurus toy range is perfect for ages three-plus and will give kids the opportunity to recreate their favourite on-screen adventures at home. The collectible two-inch mini figures make a great entry point into the range, the Soft Buddies Plush assortment will win little fans over with four super-soft characters to cherish, while the 10-inch Giganto Plush with Sounds will impress with its roaring, stomping sounds.

The Pinocchio and Friends collection is inspired by the popular series that has been confirmed for a second series on CBeebies. 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 playset features a working light, 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’s more to discover, with mini figures, plush toys and more magical playsets.

From autumn/winter 2023, kids and kidults can help put a lid on plastic waste with new CapStars, purpose-built and sustainable pencil toppers. The first collectibles to be made from 100% recycled materials, each CapStar prevents at least seven plastic bottle caps from going into landfill. Limited edition characters can be collected from across the DC and Marvel universes as well as others from the Disney Kingdom. Pocket money priced and perfect for kids aged five-plus, as well as older fans, each CapStar comes blind packaged in sustainable paper packaging, offering a fun reveal experience with an eco-conscious twist.

- Land Rover Series

C4448 - Ford Puma Hybrid Rally

C4479 - Thunderbirds fab

C4425 - Williams FW44

- McLaren McL36

Character Licensed Merchandise

The Carat Shop

01279 442 528 | www.thecaratshop.co.uk | info@thecaratshop.co.uk

The Carat Shop has been designing and manufacturing official Harry Potter jewellery, accessories and gifts for over a decade. Its collections have continued to grow year-onyear, turning the company’s licensed portfolio into one of the most extensive of its kind available today. Now comprising over 500 SKUs featuring famous, muchloved symbols and themes from the Wizarding World, The Carat Shop is always keen to show new and existing stockists alike the potential offered by its magical collections.

The range comprises a huge variety of products including charms, bracelets, pin badges, keyrings, stationery and hair accessories in fan-favourite designs such as the Time Turner, Golden Snitch, Platform 9 ¾ and the Deathly Hallows.

Drawing on these best-selling designs and more, a new collection of Christmas Tree Decorations perfect for stockists of official Harry Potter merchandise arrives in time for Christmas. Featuring an accurate and detailed 3D design with a branded ribbon for hanging, these decorations are an ideal Christmas tree embellishment for fans of the Wizarding World.

The Carat Shop’s seasonal collections have grown in popularity over the past four years, becoming a staple of the company’s festive sales. With thousands of units of its best-selling gift baubles sold year-on-year, the company is launching another seven new designs for 2023. Included in the latest array of bauble are elements from the iconic Chocolate Frog, SpectreSpecs and Marauders Map, alongside further Christmas themed designs. Every beautiful bauble contains a popular Official Harry Potter product, ready to surprise and delight the recipient of this unique gift.

This year welcomes arguably The Carat Shop’s most exciting advent calendar to date. Painstakingly designed to resemble a potion cabinet, the calendar can be secured with a golden padlock and flying key necklace, both of which can be found within. The calendar has 24 individually designed boxes, vials and test tubes for Harry Potter fans to explore, each with a hidden Wizarding World product inside. This level of detail, surprise reveal excitement and keepsake accessories makes this an unforgettable way to create an enchanting lead up to Christmas for any Harry Potter fan. Available to pre-order now, The Carat Shop expects the Harry Potter calendar to be a sell-out item and a must-have for stockists looking to take their magical collections to the next level.

The Carat Shop continually strives to create and launch new and exciting jewellery, accessories and gifts to market, with the aim of captivating the imagination of fans globally. The company has various POS and display stand options available, suitable for any retailer looking to kickstart their Harry Potter range.

Readers are invited to email or call using the contact details provided above to find out more information. The Carat Shop’s team will be happy to discuss the range and pricing with interested parties.

Pat Avenue

01604 678 780 | www.patavenue.co.uk | enquiries@patavenue.co.uk

Exclusively distributed by Pat Avenue in the UK and Ireland, Hama is the original arts and crafts bead brand that also offers a growing collection of character licensed lines to choose from.

For pre-schoolers, the Peppa Pig and Paw Patrol Hama Maxi Sets come with 900 Hama Maxi beads, which are the ideal size for smaller hands. With each bead measuring 10mm, they are perfect for tuning little ones’ fine motor skills, logical skills and stimulating creativity. These sets are ideal for taking on trips away thanks to the handy storage tub.

For a next level creative challenge, the Peppa Pig and Paw Patrol Hama Midi Sets come with Hama Midi Beads, measuring 5mm diameter. There are Peppa Pig and Paw Patrol Hanging Box packs that each come with 2,000 beads, a large, square pegboard, design sheet and ironing paper – everything needed to create long-lasting character designs. And Peppa Pig and Paw Patrol fans can create even more detailed designs with the 4,000-bead Large Sets.

Older children can get creative with the Frozen and Disney Princess Hama Midi Sets. With the 2,000-bead Frozen Hanging Box pack kids will be able to “Build a Snowman” all year round, with Olaf, Elsa and Anna design sheets to replicate, and the gems included will give the designs an extra special finish. The 6,000-bead Giant Frozen Set will create a fabulous 3D design. Disney Princess fans will enjoy creating Ariel, Cinderella and Princess Jasmine with the Hanging Box set, as well as two beautiful, gemembellished designs, featuring favourite Disney characters: Cinderella and The Little Mermaid.

Wow! Stuff

emma.prendaglia@wowstuff.com for UK dawn.lavalette@wowstuff.com for EMEA sunny.walia@wowstuff.com for USA

Toy innovation company Wow! Stuff is taking fandom a whole new level with its unique, patent-pending character brands: Real FX, Nano Pods and Pods 4D.

Launching next month in the award-winning, best-selling Real FX collection is the all-new Spell Master Wand. Available in Harry and Hermione styles, with three modes of play to master, the Spell Master Wand will amaze kids with its magical and intuitive features. Children can practise 14 fan-favourite spells; the wand coaches its user through the experience, using voice detection to decipher if the young witch or wizard has the magic touch. Embodying the Real FX slogan of ‘Looks Real, Feels Real, Sounds Real’, the Spell Master Wand promises a spellbinding play experience, authentic to the Wizarding World franchise. Each wand comes with a USB charger, instruction booklet and spell book.

Nano Pods is the surprise-reveal collectible range that takes iconic characters and houses them within nano-sized hexagonal pods. Each super-cute blind mystery boxed Nano Pod has a satisfying to the touch slot-together system. The collection includes brands such as Marvel, Disney, DC and the Wizarding World – and longevity for the range is assured with new characters and brands being introduced later in the year.

Compatible with Nano Pods and following the same successful collectible, connectable play pattern, Pods 4D feature a super-high-resolution 3D lenticular background, making the characters appear as if they’re bursting right out of their world into ours. From Marvel to DC, Disney Kingdom to the Wizarding World and more, there is a host of characters to collect.

Vivid Goliath

01483 449944 | www.vividtoysandgames.co.uk

The mess free colour experience provided by Vivid Goliath’s Color Wonder products has introduced a range of licensed merchandise to the Crayola aisle. Color Wonder products are non-toxic and won’t mark skin, furniture, or carpets. This year, the range has seen the addition of Gabby’s Dollhouse and is set to bring Mattel’s Barbie onboard later in the year.

In the world of Robotics and STEM, Goliath is behind the global launch of Paw Patrol Build a Bots, robotics for kids from the age of four. The simple assembly to create each character is followed by a clap of the hands to bring each Paw Patrol pup to life and hear them chat.

Now in its 9th series, the newest Harry Potter Collectible Snitch minifigures are being released, in the same year the Harry Potter TV series was announced. Goliath is also bringing out Harry Potter 4” Ooshies with Harry, Hermione, Ron and Gold Harry options to collect.

Ryan’s World, moves into Series 10 for autumn/winter 2023, allowing fans to continue collecting the latest styles of Mystery Figures, Squishy Figures & surprise Putty. Ryan’s Island Adventures range includes new Micro Mystery Figures, Mystery Tiki Egg, Mystery Pineapple Egg and Mystery Volcano Egg.

Goliath’s official The Traitors board game will be on shelves for September. The game allows players to fully immerse themselves in the Traitor’s experience from the comfort of their own home. Players must use their wits to unmask the Traitor or remain undetected as the Traitor whilst competing alongside Faithfuls to win the prize pot.

Creative Kids

07827 880 159 | www.creativekids.com | grant@creativekids.com

The popular game Adopt Me! is about to get the Creative Kids treatment with a new partnership. Hitting retail this autumn/winter, the Adopt Me! world is coming to life through compound play, arts and crafts and novelty stationery. Creative Kids’ house brands will all offer a new way to play alongside the adorable Adopt Me! characters.

With a focus on extended arts and crafts play patterns, the Creative Kids line uses the core elements from the game. It includes Zzand, the sand that won’t stick to your hands, housed in an Adopt Me! egg along with a surprise pet stamper, plus an Adopt Me! Lock N’ Squeeze Egg featuring GooZooka slime and squishy pet, customisable by unlocking the Adopt Me! key and adding coloured glitter. There’s also a mini room straight from the game put together by kids, with customised crafted clay characters and scene accessories. Other new developments in the range include Creative Kids’ Customer Cuties,

Tonies has been adding licences to its portfolio from popular TV, film and literary works. The success of the brand has been driven by the range of licences and the fact that the company keeps its portfolio current, with new

The Disney Tonie portfolio has always been one of our most popular licensed collections, with Frozen, The Lion King and Moana featuring in the top ten bestsellers list. The most recent launch from Disney Tonie was Encanto, which is anticipated to be yet another hit. The tale follows the Columbian Madrigal family who are gifted with magical powers from the ‘Encanto’. Packed with music and storytelling charm, the Tonie also includes readings of the Encanto story in English

Early years licences are a strong category for Tonies and On the Road with Peppa Pig has consistently been the bestselling title for the company in the UK. Following the success of On the Road with Peppa Pig, and George Pig, which was released last year, Tonies recently launched Peppa’s Bedtime Stories, which was created to help parents settle little CoComelon joined the portfolio last summer and was an immediate hit, shooting into the company’s top five of all-time bestsellers. Tonies recently launched two new CoComelon Tonies: Getting Ready with JJ and Outdoor Adventures with JJ. Getting Ready with JJ includes 20 songs to help with a child’s daily routines – there are songs about brushing teeth, bed & bath time, cleaning up time and social manners such as saying please and thank you. Outdoor Adventures with JJ takes children on an outdoor musical adventure with 20 hits about animals, the

Paw Patrol is another early years’ favourite which has continued to be a high seller. The Paw Patrol series follows a young boy, Ryder, who leads the Paw Patrol, a crew of search and rescue dogs. Paw Patrol: Chase is on the top ten best sellers list. The newest release saw Paw Patrol Tonies for Rubble, Rocky and Everest, and there are soon to be even more Paw Patrol Tonies releases.

Mini Backpacks and Adopt Me! Puzzle Erasers.

CALLING ALL SUPERHEROES! AMSCAN HAS SOMETHING FOR EVERYONE!

VIEW ONLINE NOW.

Supergirl

Black Adam Aquaman

The Flash

Superman Justice League

Wonder Woman

Shazam! Robin

Toddler Batgirl & Robin

Toddler Superman & Wonder woman

SERIES 1 COLLECTIBLES

60+ 60+ FIGURES TO COLLECT

20 20

PLUSH CHARACTERS

PLUS PLAYSETS AND MORE

84% of kids aged 5-12 love Piñata Smashlings

Bruder

00353 67 63800 | www.bruder.de | info@alpha-toys.co.uk

Bruder will be giving the cabs of its Scania trucks a facelift in early summer 2023, in line with the brand’s recently revealed overhaul. The current R series of licensed models is based on the real-life vehicles made by the Swedish transport specialist, which are characterised by their durability, robustness and versatility. These features make Scania a perfect fit for Bruder’s portfolio of ‘just like the real thing’ toys. Suitable for kids from the age of four, the trucks allow children to playfully explore the fascinating world of logistics.

The modern new Scania driver's cab features a striking radiator grille and a sporty appearance, which Bruder’s range of models faithfully replicates in 1:16 scale. The doors of each vehicle can be opened and the mirrors fold in, while every detailed cabin can comfortably accommodate a matching bworld figure (sold separately).

A range of new models will be available from July onwards, all of which feature the updated Scania cab design: the Scania Super 560R Construction Site Truck with Crane and Two Pallets, the Scania Super 560R Tow Truck with Light & Sound Module and Bruder Roadster, the Scania Super 560R Liebherr Crane Truck with Light & Sound module, the Scania Super 560R Cattle Transportation Truck (complete with one cattle figure), the Scania Super 560R UPS Logistics Truck With Forklift, and the Scania Super 560R Fire Engine with Ladder, Waterpump and Light & Sound Module.

The body of the Scania Super 560R Construction site truck consists of a tiltable loading area with three drop sides that can be folded down. Behind the driver's cab is a 360° rotating telescopic loading crane, which can be held in any position by locking the locking device. For that all-important stability during the loading process, extendable and lowerable supports are attached to the sides. A pallet fork with two pallets and a bucket grab are included for added play value.

The Scania Super 560R Tow Truck with Bruder Roadster set is ideal for rescuing broken-down vehicles. The platform can be lowered, just like a real towing vehicle, and the lifting crane can be extended and swivelled. The loading gear, consisting of chains and wheel claws, enables the Roadster to be lifted and loaded safely and quickly. Wheel chocks and foldout supports provide a secure hold and treaded tires complement the vehicle.

Bruder toys are made of high quality, recyclable plastics, such as ABS. Production takes place exclusively in the EU, for the most part at the main site in Fuerth/Bavaria, and an extensive spare parts service ensures sustainable long playability and plenty of fun.

Basic Fun!

0118 925 3270 | www.basicfun.com | Tim.Ives@basicfun.com

Basic Fun! UK’s catalogue of licensed brand has a flurry of exciting new lines to discover in 2023. There are huge developments in the Care Bears Master Toy collection, not least the launch of Care Bears Lil Besties. This new line of collectible mini Care Bears will take the brand to the playground, with pocket money price points and 50+ Lil’ Besties to collect across the launch collection, all with different expressions and fun action poses. Fans can discover surprise reveal single figures that come with accessories, as well as Lil Cubbies 360-degree mini playsets featuring two Lil Besties and seven accessories.

In the Care Bears plush collection, Destiny Bear is a UK exclusive. This bear’s fur is a vivid magenta - the 2023 colour of the year. The new limited-edition Bedtime Bear features a nighttime glowing belly badge, while the special edition Dare To Care Gold Bear comes with a collectable gold figurine, as will Always Here Bear. This eco-friendly big-hearted bear believes everything is better when shared with those who matter most. Both

zurutoys.com | sales@zuru.com

With licensing a key mainstay of its overall business growth strategy, Zuru unveils Snackles – a brand new range of collectible plush featuring some of the world’s hottest licensed snack brands.

The award-winning toy manufacturer has collaborated with new partners and licences, tapping into the expanding plush trend to develop a lineup of super-soft velour characters featuring a real molded mini replica snack.

Available as super-size and small versions, both lines comprise 11 characters to collect. The blind-packaged capsules provide a surprise reveal for the smaller line, while the super-size styles are available as non-blind for consumers attracted by collectible animal characters and favourite household brands.

Froot Loops, Reese’s, Mike and Ike, and Chupa Chups are just some of the brands to be brought to Snackles, paired with cuddly characters. Each character comes with its own backstory and includes a comic strip to show how it fell in love with its snack, further increasing brand connection and the desire to collect.

www.bigpotato.co.uk

| trade@bigpotato.co.uk

Big Potato Games has partnered with Aardman to launch a new Wallace & Gromit family game, Obey the Clay. They’ve joined forces with the animation studio to create a speedy clay battle, where two teams take on 300 unique challenges. The faster a team completes its challenge, the less time the other side will have left, and if a team runs out of time, it’s a point to the opposition. At the centre of it all is the Sounds of Time, a specially designed, easy-flip sand timer which uses glass beads to produce a tensionbuilding pouring sound. The round is over when players can no longer hear

The clay is specially sourced and selected for use in this fast-paced clay game. One player acts as the Clay Master who flips the timer and reads the first challenge to Team A for the game to begin. Team A works together to complete the random mission as fast as they can. The moment they’re done, the Clay Master flips the timer and reads a new challenge to the opposition. Each card features an original challenge inspired by a character or moment from Aardman’s iconic catalogue of films and TV shows including Chicken Run and

There’s no way to predict what the next challenge will be, so everyone has to be ready with their clay and a pair of authentic Aardman ‘eyes’. The side that can muster up three points first is declared the Obey the Clay

Obey the Clay kicked off 2023 by winning a Hero Toy Award at London Toy Fair.

VTech

03306

780 149 | www.vtech.co.uk

VTech has launched the CoComelon Toot-Toot Drivers range, where the No.1 Toddler Brand meets the No.1 Netflix Kids Show. This spring saw the launch of two playsets and five character vehicles, with another playset coming this autumn/winter. Each playset and character is also compatible with the entire Toot-Toot Drivers range.

The CoComelon Toot-Toot Drivers JJ's House Track Set comes complete with JJ in the family car with a trailer accessory. When the car's JJ button is pressed, it triggers character phrases, five songs and six melodies. Manipulative features include mom appearing at the window when the front door is opened, sliding mailbox, flip-up garage door and sliding Cody. It includes three SmartPoint locations that trigger reactions; when a SmartPoint character (sold separately) is placed on the SmartPoint location, kids will hear phrases and music.

With the CoComelon Toot-Toot Drivers Treehouse Track Set, kids can ride around the track set and launch down the ramp on JJ’s off-roader, developing motor skills while triggering cause and effect activities. When JJ drives over the SmartPoints, children will hear songs, sounds and phrases that reinforce words they are learning. When JJ is given a pat on the head, they will hear his voice and sing-along songs from the show, exploring working together and sharing.

Brand new for autumn/winter is the CoComelon Toot-Toot Drivers Cart Racers Grocery Store Track Set, complete with JJ's Race Car Shopping Cart and featuring 360 degrees of play with the store front on one side and interior on the other. When kids roll the shopping cart over SmartPoint locations on this closed-track system, they will hear JJ talk and sing five songs from the show. Manipulative features include the SmartPoint elevator, track direction switcher, ramp and shelf display launcher. There are three SmartPoint locations which trigger reactions.

Five character vehicles include CoComelon Toot-Toot Drivers JJ's Family Car & Track, JJ’s Tractor & Track, Cody’s School Bus & Track, Nina’s Fire Truck & Track and JJ’s Recycling Truck & Track, each sold separately. Each includes five sing-along songs and six upbeat melodies. The products are intended for ages 1.5-5 years.

Amscan

www.amscan.co.uk

Amscan’s portfolio of licences continues to grow ready for a summer of celebration. This year sees one hundred years of Disney, and Amscan will mark the occasion with a varied assortment of character foil balloons. It has also recently added new styles to its portfolio comprising classic favourites: Tinkerbell, 101 Dalmatians, Alice in Wonderland, Bambi, Simba and Winnie the Pooh.

In addition to this, the new Little Mermaid live action balloon range has just launched and is available to pre-order from Amscan.

Paw Patrol is also celebrating 10 years this year, and Amscan’s much-loved pre-school range comprises party ensembles, foil balloons and an entire range of costumes to cover all price points. There are also Halloween themed styles for trick-or-treating toddlers. In line with the 10th anniversary and following the success of the company’s Chase shape character balloon, Amscan has also launched individual Supershape foil styles of Rubble, Marshall and Skye.

Other additions to the foil ranges including a new Supershape Bing Bunny balloon, Supershape George Pig style and lots of new everyday messages to accompany them.

Warner Bros. also marks its centenary this year and Amscan’s DC range continues to grow from strength to strength across all three categories of party balloons and costumes, with supporting products for a host of new movies this year including Black Adam, Blue Beetle, Shazam 2 and The Flash. In addition, there are new introductions to the Harry Potter assortment. Products covering all celebration categories already available include the Airloonz Hogwarts Crest balloon, and there will be more offerings later in the year.

Amscan will introduce further licensed lines this year, including Roald Dahl, Pip and Posy, Peter Rabbit, Miffy and Bluey - and there will be TMNT costumes to celebrate the new movie in August.

Character Licensed Merchandise

Bandai UK

020 8324 6160 | sales@bandai.co.uk

www.bandai.co.uk

Bandai UK’s most recent licensed Tamagotchi Nano ranges, which combine the world’s first virtual pet with some of the most popular licensed entertainment brands, include Star Wars Grogu, Tiny Tan and film favourites, Jurassic World and Toy Story. The Nanos feature the nurturing and gaming elements of the original Tamagotchi but are smaller in size and incorporate characterbased ‘pets’, alongside exclusive games and animated clips. New launches planned for later in the year include Japanese anime hits, Spy Family, Tokyo Revengers and One Piece. Inspired by the Sega Game property, Sonic the Hedgehog, and Netflix TV Series, Sonic Prime, Bandai has added the Sonic Prime range of collectibles, action figures, plush, and keychains to its portfolio. The collection includes entry-priced blind-bagged 6.5cm collectible figures, and blind-boxed 7.5cm articulated figures. Multipacks of the 7.5cm figures offer varying price points, while Sonic Prime figural keychains and Clip on Plush will expand the impulse purchase possibilities.

Based on the Pudgy Penguins NFTs, Bandai is introducing a range of physical collectibles at sub-£20 price-points, with each line including QR codes for consumers to enjoy a digital experience. The current range includes Igloo blind pack 5cm characters, Clip on Plush, 20cm Plush Buddies, 30cm Huggable Plush and the 11.5cm collectible Penguin figures - each based on a unique NFT design, complete with an adoption certificate and the chance for consumers to access their own NFTs.

As distributors for McFarlane Toys, the Bandai UK range includes properties for the High Target Collector Market, plus high-quality, playable toys. Action figure lines are based on some of popular culture’s most iconic licences such as DC, Avatar, Warhammer, Demon Slayer and Spawn, across its range of 7” highly detailed character figures, Build-A-Figures, 12” figures and vehicles, all at varying price points.

Recently launching MINIX to the UK toy market, these collectible miniatures present true-to-life 12cm tall vinyl character figures from some of the most current and popular entertainment titles and sports IPs. Current collections include Stranger Things, The Witcher and Squid Game, alongside popular football legends such as Maradona, Mbappé, Messi and Neymar. The collectibles are displayed in numbered window box packaging designed to appeal to all ages.

Collectible designer art plush range DZNR combines renowned heritage, artistry and licensed characters with plush. Featuring detailed embroidery and print designs, these limitededition, premium fabric collectible characters are presented inside a collector’s box complete with collectible character cards.

Bandai’s current licensed portfolio includes pop-culture properties such as Stranger Things, Power Rangers, and Transformers alongside Anime favourite, Jujutsu Kaisen. The company also has some cross-category collections for Miraculous, Dragon Ball, Milo and Crash Bandicoot, plus National Geographic hands-on experimental kits, Anime Heroes and the Chibi Masters collector ranges.

The Lego Group

01753 495 000 | www.Lego.com

New licensed characters are being made into Lego brick form this year. Heading to retail in August is the new Lego Sonic the Hedgehog product range. Sonic fans will be able to build, create and play as Sonic, Tails, Amy and Dr. Eggman in levels including Sonic’s Speed Sphere, Tails’s Workshop & Tornado Plane, Amy’s Animal Rescue Island and the iconic Green Hill Zone. The Lego Sonic the Hedgehog collaboration features four sets of different sizes and complexity with modular elements inviting Sonic fans to build high-velocity obstacles for Sonic to blast through as he battles the Badniks and rescues his friends. Sonic fans can get creative and construct their own unique courses, combine sets and invent new storylines.

The Lego Group has also announced that the Lego Super Mario franchise is expanding to introduce the Nintendo gaming icon, Donkey Kong, along with Cranky Kong, Diddy Kong, Funky Kong and Dixie Kong, for the first time ever in Lego brick form. The four new products include Donkey Kong’s Tree House Expansion Set, Diddy Kong’s Mine Cart Ride Expansion Set, Dixie Kong’s Jungle Jam Expansion Set and Rambi the Rhino Expansion Set. The Lego Super Mario Donkey Kong Expansion Sets offer fans a new Donkey Kong inspired world to explore and new adventures to take on. The new Donkey Kong Expansion Sets and characters can also interact with Lego Mario, Lego Luigi and Lego Peach.