Toy World Magazine May 2023

The Team...

thepublisher

Welcome to the May edition of Toy World – another bumper issue bursting with all the latest news, business developments and new products from the world of toys. With Easter now well and truly in the rearview mirror, I very much hope that trading over the Easter holidays lived up to expectations. In our neck of the woods, we had just about every kind of weather imaginable (from getting sunburn on an Easter Sunday walk to a nasty sleet storm just three days later), so whether you are a retailer who believes footfall is better in either good or bad weather, there was literally something for everyone. And whatever the weather, I think we can all agree that brighter days are now most definitely ahead, as the toy community gears up for the second half of the year.

As you can tell from this month’s eye-catching front cover, Mattel has designated 2023 as ‘The Year of Dolls’, and it is rather fitting that the company’s extensive doll range should occupy this month’s cover slot, as we delve deeply into the doll category in a comprehensive feature which starts on page 60.

In addition to Mattel, there are plenty of other suppliers with highly successful doll ranges that are making sure the category is more vibrant than ever in 2023 – including of course the powerful combination of MGA and Zapf, plus IMC and more. We’re delighted to bring you the latest launches from all of these companies, plus a selection of new suppliers to the category, where we’re seeing representation and inclusivity really coming to the fore via the likes of the Desi Doll Company and Bibinee.

This month’s issue also includes a preview of the Distoy show, which takes place in London at the end of the month. The event has long been a fixture on the global toy community calendar and in a few weeks’ time, we will see hundreds of toy distributors heading to London to start negotiating distribution deals for new launches that will be arriving at the end of 2023 and into 2024. Our interview with Distoy owner David Potter and a sneak peek at some of the companies who will be unveiling new ranges at the show starts on page 48.

We were also delighted to sit down with Hasbro’s new president EMEA, LATAM & Asia Pacific Joao Nielsen Sebastian at Stockley Park last month, to hear about his vision for the future of the company as it starts to implement its ‘Blueprint2.0’ strategy. You can read what Joao has to say about the exciting opportunities that lie ahead for Hasbro in our exclusive piece, which starts on page 42.

Then, last but not least, if you flip this issue over, you will

find our exhaustive preview of the forthcoming Toymaster May show. It really is a fantastic event, and the whole Toy World team is looking forward to catching up with exhibitors, Toymaster members, other specialist retailers and, of course, the Toymaster head office team, at the show.

Before they head to Harrogate, retailers can dive into our preview feature, which rounds up many of the exciting new products you’ll see there from the leading toy suppliers and offers a glimpse into what the show means for both exhibitors and Toymaster members.

Toymaster’s recent trading record has been extremely encouraging; in 2022, when the total toy market declined by 3%, Toymaster members’ sales grew by 14% versus 2021, and they were up by 22% when compared to 2019, the last ‘normal’ trading year. 76% of Toymaster members traded up last year, and that trend is continuing this year; in Q1, when the total market was deemed flat, Toymaster’s sales increased by 10%.

With such a strong ongoing performance, members should be actively looking to place orders and seeking out new ranges to stock while they’re in Harrogate. And our preview section will be a great place for them to start planning who they want to see and which new launches to look out for.

Ahead of the May show, a host of toy companies travelled to Swindon recently to attend the first Toymaster supplier meeting for six years. Toy World was honoured to be invited to join the meeting, which outlined Toymaster’s strong trading performance and highlighted opportunities for suppliers to engage further with the group and its members.

The retail group believes its members have many strengths which are contributing to this performance, including the ability to be reactive and flexible; not being governed by a rigid buying calendar; product knowledge which is second to none and having a strong social media presence. Consumers looking to support local businesses post-pandemic is another trend that has worked in Toymaster members’ favour.

As well as being invited to attend the meeting, Yogi Parmar also gave a personal thank you to the whole Toy World team by name, for the partnership we have developed in recent years – and like suppliers, we are absolutely delighted to continue that close working relationship with the Toymaster team and its members going forward. A healthy specialist independent channel can only be good for the toy market as a whole, and Toymaster plays a major part in facilitating that. See you in Harrogate!

John Baulch - @Baulchtweet

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Mood Bears secures backing of all five dragons on Dragon’s Den

Mum-of-three Jo Proud said she is ‘seeing her business dreams turn into reality’ following her appearance on BBC One programme Dragons’ Den on Thursday 7th April.

Jo, who owns the flourishing toy company Mood Bears, became the first 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.

The Leicester businesswoman, who runs Mood Bears with her husband Nathan, accepted the investment in return for a combined 25% of her business.

Jo’s collection of colourful plush bears represents a range of different moods, in line with the moods and emotions experienced by kids and adults alike: Happy Bear, Sad Bear, Silly Bear, Calm Bear, Nervous Bear, Angry Bear, Love Bear and Hope Bear. All the bears come with an uplifting message and poem designed to help their owner cope with different emotional moments in life.

Jo said: “I love these bears with all my heart. I drew the first mood bear at a time when I felt a real hopelessness about life, and I was struggling to see a way forward. When I had that one first bear made, it was the first time in months that I felt like smiling. And since launching the business, I’ve seen the bears have a similar impact on so many people, it’s just amazing.”

She added: “To know that all five of the Dragons – all such amazing entrepreneurs – like and believe in my business just means the world to me and gives me so much confidence for the future. The impact that their collective knowledge, expertise and contacts will have on my business will be immense. I look forward to working with all of them to help the bears bring joy and hope to as many people as possible around the world.”

Character and Hasbro agree brand expansion partnership for Stretch Armstrong

Character Options and global branded entertainment leader Hasbro are setting the bar high in the world of stretchable toys with new licences and brand extensions for 2023 and 2024.

Backed by more than 50 years of heritage, The Original Stretch Armstrong is globally recognised as the leading stretchable toy. Launched in the 1970s, relaunched in the 1990s and then again in 2016, the toy is currently available in more than 12 territories worldwide and has sold more than 1.5m units since its most recent reprise.

More than just a toy, Stretch Armstrong is a viral sensation. From product reviews to wacky experiments, the original stretchy strong man has generated over 600m views on YouTube.

Taking the brand beyond a single personality, Character Options and Hasbro have strategically expanded the range with the introduction of third-party licensed collaborations. Most recently, the duo has extended partnerships into the US market with The Original Stretch Armstrong, Star Wars and Transformers lines available on Amazon.com.

“We’re thrilled to expand on our successful partnership with Character Options to help bring the Stretch Armstrong brand to new heights,” said Jess Richardson, vice president, Global Toys & Games, Licensed Consumer Products at Hasbro. “Fittingly, we’re stretching this brand from both ends to reach fans and engage consumers in new and exciting ways. This deal is a prime example of our Blueprint 2.0 in action, by collaborating with strategic out-licensing partners to reignite the excitement of our beloved brands.”

Jon Diver, joint managing director at The Character Group, said: “It’s an exciting time for the Stretch brand, with partnerships in licensing and distribution taking it to the next level for many years to come. Our 2024 collection, which includes further new licences, was showcased in LA in April.”

Ravensburger reveals Lorcana gameplay details

Ravensburger has revealed how to play Disney Lorcana, the trading card game (TCG) which it is billing as the most anticipated new game of 2023.

The company has also unveiled initial plans for its organised play programme to support events at specialist retailers across the UK. TCG enthusiasts will have an early opportunity to preview Disney Lorcana: The First Chapter and accompanying accessories at the UK Games Expo (UKGE) in early June (Birmingham NEC, 2nd-4th June 2023). Launching on 18th August at specialist game retailers, and then nationally on 1st September, the collectible trading card game transports two or more players to the magical realm of Lorcana. Here, players become Illumineers and wield magic ink to summon a team of Disney characters known as glimmers, which appear in both familiar and reimagined forms.

Players embark on a search for lost lore with their teams of glimmers. They’ll play characters, actions and items from their hand and choose whether to ‘quest’ for lore with their glimmers or challenge their opponents. The first player to collect 20 lore wins. For more details about how to play Disney Lorcana, visit DisneyLorcana.com.

“My co-designer Steve Warner and I kept four factors in mind when designing the game: approachability, fun, strategy and whimsy,” said Ryan Miller, co-designer and brand manager, Disney Lorcana. “We created streamlined rules that we believe will engage new players, while also developing enough strategy in the game to engage experienced players.”

Ravensburger has also announced details of its organised play programme, which supports Disney Lorcana engagement and learning at specialist game stores across the UK. Participating stores will receive a kit of promo cards, pins and prizes for players.

“Supporting local game stores is critical to building a community around a TCG,” added Ryan. “Our goal is to not only support the longevity of our game, but also to create a second home where Lorcana players and collectors can meet up to trade and play.”

Stores can use the organised play kit to host tournaments or to support participation-based league play. The kits’ materials will support a 12-week league play programme.

A list of participating local game stores will be available on DisneyLorcana.com closer to launch.

Playmobil Color returns in partnership with Crayola

Playmobil is celebrating the comeback of its classic Playmobil Color series after a 45-year hiatus with five new sets released in collaboration with creativity powerhouse, Crayola. The sets include basic white figures and a variety of accessories that can be customised with Crayola Ultra Clean washable markers which easily wash off figurine, skin and clothes.

Known for the iconic Crayola Crayon first introduced in 1903, the Crayola brand has grown into a portfolio of innovative art tools, crafting activities and creativity toys that offer children innovative new ways to use colour to create everything imaginable.

Thanks to this collaboration, children can personalise and design their favourite figures again and again with the collectible Playmobil sets:

• The Fashion Boutique includes various trends to discover. In the changing room, the customised figures can try on various dresses, bags and accessories with a new combination every time.

• The Fashion Design Set lets kids become designers and create their own collection, from festive evening dress to crazy skirts. Detailed accessories such as changeable hairstyles, various dresses, skirts and a make-up corner complete the sets.

• The Fashion Dress Set is a smaller set, ideal as a gift or for use on the go.

• The Racing Car Set is ideal for car fans, who can add impressive flames, dynamic stripes or skid marks to their Playmobil Color vehicle.

• The Motorbike Set allows lovers of two-wheelers to change the look of the motorbike to make it the unique star of the next stunt show.

The customisable Playmobil Color sets encourage creativity and use of fine motor skills. At the same time, kids can let their imagination run wild during role play with the figures and their detailed accessories. Whether colouring their figurines based on their own design or according to models emulating everyday life, Playmobil Color awakens and encourages creative talents and brings fresh colour to play.

The Playmobil Color + Crayola sets will be released on 27th October 2023.

Samaritan’s Purse brings joy and hope for children in Ukraine

Every year Samaritan’s Purse partners with families, churches, individuals and groups to send millions of gift-filled shoeboxes to children in need around the world through Operation Christmas Child. Each shoebox gift contains a range of toys, school supplies, accessories and personal care items. For many of the children receiving these gifts, this will be their first ever Christmas present.

One recipient, eight year old Natalya, lives in an orphanage in Ukraine. She was delighted to receive a shoebox gift containing a baby doll, a tiara, a skipping rope, cuddly toys, school supplies, accessories and many more treasures. Her favourite item was a yellow duck-shaped torch, which she said would help her not to be afraid when she runs to the basement during air raids.

Natalya’s shoebox marks the symbolic 200 millionth shoebox sent since Operation Christmas Child began, and the items were selected by supporters from around the world who voted on their favourite toys and gifts to include. The yellow wind-up torch was chosen by supporters in the UK.

B&M calls halt to online home delivery

B&M has decided to terminate its online home delivery service following a trial period.

The retailer introduced the service as a trial last June, offering delivery for heavier general merchandise products which shoppers would struggle to transport themselves. This covered approximately 1,000 products including toys and games, garden and indoor furniture and electrical equipment.

At the time, the company was also reportedly considering the potential to offer online-only product extensions but said that opportunity would be assessed over time. B&M digital director Jens Sorensen commented: “We’re continually developing and improving the offering available to customers, and creating this more accessible shopping experience is a fantastic step forward for the business.”

However, B&M ceased offering home delivery as an option on its website in February. Customers can now only use the website to browse products ahead of buying them in-store.

Meanwhile, a separate site, B&M Garden Buildings, has delivery options available on large garden items including sheds, greenhouses, decking and furniture.

Outgoing B&M CEO Simon Arora had outlined the online plans in the company’s annual report last year but cautioned that the board would evaluate the trial to ensure it made economic sense for the company. He added that the business was “open minded as to the long-term potential of the trial, and a ‘test and learn’ approach will be adopted over the coming months as customer response is closely monitored”.

Other children who also received gift-filled shoeboxes included Yulia’s son and daughter. “This was an amazing event,” she said. “My children had to leave behind all of their toys, and I almost never see them happy anymore. My son, Vitaliy, kept begging me for Lego because it is his favourite, and he left it all behind when we fled our home. I am so thankful that he received Lego in his shoebox today.”

The toy industry has been involved in the work of the charity; as well as The Entertainer’s annual Big Toy Appeal campaigns, The Toy Trust has worked with Samaritan’s Purse and in 2022 pledged to donate £10,000 to help provide emergency backpacks for refugees from Ukraine fleeing the conflict. The backpacks provided essential items including hygiene items, blankets basic necessities.

However, there are still lots of ways to get involved with the project. For more information

Amazon rolls out European Expansion Accelerator

Amazon has announced the launch of the European Expansion Accelerator, which it says will allow sellers to operate across all EU marketplaces “with just two clicks”.

The new offering will allow sellers to expand their businesses to nine EU stores. The European Expansion Accelerator (EEA) will serve all active sellers and make it easier for them to list their products in all EU and UK stores, while giving customers access to more items.

The Amazon website says: “With EEA, Amazon selling partners can access one page in Seller Central, discover the stores they are not yet selling in and click to expand. Their account registration, set-up, translations, listing, shipping setup, product eligibility checks and catalogue customisations will be executed automatically within three business days. The new system achieves this by triggering multiple existing Amazon tools (e.g. List-Once-Sell Globally and Build International Listings) to complete endto-end expansion in one or more stores, without the need of using different tools by sellers.”

The automated expansion solution provides a successful expansion process that sellers can trigger, eliminating the need for them to navigate several different tools and reducing the time it takes to be up and running in multiple European stores. Sellers can opt to expand one store at a time or across all nine EU and UK stores at once.

Amazon says it will continue to offer selling partners the same benefits and access to important tools such as: VAT Services program (VISA), payment processing, credit card fraud protection, promotional features, reports and analytics.

“European Expansion Accelerator is a solution our selling partners were missing for years; to grow and offer millions of new products to Amazon customers in multiple stores,” said Xavier Flamand, VP of Seller Services Europe. “We’re pleased to be able to now offer this two-click step to sellers in Europe so that they can expand their businesses with Amazon.”

The EEA is free to use and available to all professional selling partners who already sell in at least one of the European stores in France, Germany, Italy, Spain, the Netherlands, Poland, Sweden, Belgium and the UK.

Splatter outlines its unique marketing skills and how they can help toy companies

Splatter, an award-winning marketing agency, has become a driving force in the field of both online and field marketing. Bolstered by a dynamic, energetic and passionate team dedicated to providing outstanding results for clients, the agency offers unique services that enables its clients' products to stand out from the crowd, driving both market share and sales. With an abundance of experience in the field of marketing, having worked across various industries including retail and vendor, the team has an in-depth understanding of its clients' objectives and challenges, enabling it to navigate the complexities of the market and create highly successful campaigns.

Splatter’s unique approach, supported by operations that span the UK, Ireland and Europe, makes it a leading global retail marketing agency. It has implemented systems and apps that allow it to help clients in any location, ensuring they can reach their target audience effectively. Splatter has a strong focus on best practices and takes pride in pushing boundaries, enabling it to provide its clients with the highest quality marketing solutions as well as engaging and impactful experiences. The agency specialises in working with technology and entertainment brands, providing them with unmatched expertise and delivering genuine ROI.

Splatter’s varied services range from field marketing, event management and experiential marketing all the way to logistics, ensuring its clients have access to a full range of solutions. The agency works closely with its clients to understand their needs and tailors its services to meet their specific requirements.

The Splatter team takes great pride in its work and is committed to delivering outstanding results for its clients. Tracey Devine-Tyley, head of Sales, says: “Our passion, experience and expertise makes Splatter the ideal agency for any brand looking to excel in the market.”

For more information, contact Tracey on t.devine-tyley@splattergroup.co.uk / 07389 776 293.

Mark Ashurst seeks new opportunity

Mark Ashurst is on the lookout for a new job opportunity in the toy industry, having parted ways with Flair GP after nearly nine years as head of Sales. A hugely experienced and passionate salesman, Mark has been in the toy industry since February 1996. As a result, he will bring 27 years’ experience to any new role.

Prior to Flair, Mark worked with a raft of toy companies such as Britains Petite, Learning Curve, Hornby and Tomy, working across both the sales and marketing sides of the business at varying levels. He’s also had the opportunity to work with a number of household brands including Ben 10, Turtles, Shopkins, Pokémon, Bob the Builder, Thomas & Friends and PJ Masks, both on a local and pan-European basis.

Having worked across all major accounts on a domestic and FOB basis, and having headed up a team of field sales agents, Mark says he knows what it takes to bring products and brands to market. He explains: “I provide the platform for success by working with all functions of the business, fully accepting that it’s people that make the difference.”

Mark adds: “I’m looking forward to the next sales chapter, where I will be able to utilise the skills and experience gained over the last 27 years to make a positive difference to companies with a diverse product mix of both licensed and own-IP, where toys are at the heart of the business.”

Companies interested in speaking to Mark can call him on 07585 400 586 or email mashurst06@gmail.com.

Craft Buddy crowned Ownermanaged Business of the Year

Craft Buddy was named Owner-managed Business of the Year at the Thames Valley SME Growth 100 awards ceremony, hosted at the Bremont Headquarters in Henley-on-Thames in March.

Founded by Gary and Dino, Craft Buddy combines the Wadhwani Brothers’ experience in arts & crafts and sourcing products to establish the business. The company has been expanding exponentially in the past 10 years. Pandemic-induced growth and a strategy to venture into licensed business have fuelled the company’s growth immensely.

Now, with a team of over 30 and warehouses in both the UK and Germany, Craft Buddy has not only become one of the leading arts & crafts suppliers in the UK, its distribution network also covers most of the EU markets, Middle East, North America and Asia Pacific region. The company is also an official licensee of numerous world-renowned brands, including Disney, Star Wars, Marvel, Peter Rabbit, The Smurfs and latest additions: Paddington and L.O.L. Surprise!

The judges were impressed with Craft Buddy’s passion and commitment in a challenging sector, as well as its pragmatic and timely strategies. They noted the company’s genuine bootstrapped approach as an ideal lesson in how to navigate the myriad channels of retail.

“It’s been an exciting journey and we are grateful for being recognised by the judging panel of Thames Valley SME Growth 100,” commented Gary. “Navigating through the complicated environment and competitive market has been a challenging yet very rewarding experience. We adapted and evolved quickly to stay ahead of the changes, and we were so proud to bring Crystal Art Buddies to the market last year – our answer to creative crafts meeting collectible toys.”

“For a company to keep growing, we understand the importance of diversification, but did not lose sight of our core target market,” added Dino. “We have worked very hard to keep innovating and present new products from our various brands including Crystal Art, Forever Flowerz, Paint By Numb3res, Craft Buddy Home and Craft Buddy Puzzles.”

TV shopping is one of Craft Buddy’s key retail channels and it has been performing exceptionally well with Create & Craft TV in the UK and QVC in Germany. It has signed a contract with Home Shopping Channel (HSN) and its first airing was on 28th March.

Cartamundi announces closure of Irish Waterford factory

Belgian board and card games manufacturer Cartamundi has announced it is to close its Waterford manufacturing facility in Ireland.

The company gave a number of reasons for its decision, including the lingering inflation of shipping and materials and reduced demand for games since the pandemic. The closure will mean the loss of 234 jobs and Cartamundi has begun consultations with employees, their representatives and state agencies.

In an official statement, David Germis, president of Cartamundi’s Global Solutions Division, said: “It is particularly regrettable that we plan to close our Waterford facility. It has been a source of reliable quality production and we wish to thank the management and employees for their dedication and continued application in ensuring the continuous supply of products to our customers, particularly in the recent difficult times. The factory in Waterford has been suffering losses for many months now and this is not sustainable.”

Posh Paws launches charity fundraiser with Eco plush range

Posh Paws International and its parent company, Whitehouse Leisure International, have teamed up to launch a new fundraising drive to help brighten the lives of seriously ill children across the UK, with wish granting charity Rays of Sunshine. The company is aiming to raise £10,000 through the sale of the brand new, award-winning Cute Eco Baby Animal toys.

Rays of Sunshine is a charity that brightens the lives of seriously ill children across the UK by granting wishes and providing ongoing support in hospitals from children aged 3-18 across the UK.

Phil Setter, managing director of Posh Paws and Whitehouse Leisure, said: “We are delighted to help raise invaluable donations for such a fantastic charity like Rays of Sunshine. We see the smiles that our products bring to children every day and to help raise money for Rays of Sunshine through the sales of our Cute Eco Earth plush toys is something we are extremely excited to be a part of.”

For every Cute Eco Earth Baby Animal plush toy sold, 50p is being donated to Rays of Sunshine.

“The Cute Eco Earth plush fundraiser is such a fun initiative that will have a big impact for seriously ill children across the UK,” said Cheryl Tissot, interim CEO at Rays of Sunshine. “We’re delighted to be partnered with the Whitehouse Leisure Group and the bacta (the trade body which represents Britain’s amusements and high street gaming manufacturers and operators) Charitable Trust, creatively raising funds to help us grant even more magical wishes. We want to thank all the partners involved and hope that everyone enjoys the range, donating and having fun in the process.”

Details of the work that Rays of Sunshine does for young people in the UK will feature on the swing-tags affixed to each toy, to help spread the message and build awareness for the charity.

Industry Moves

Guy Rooney succeeds Terry Crew as MD of Pat Avenue UK

Guy Rooney has been appointed as the new managing director of Pat Avenue UK, taking over from Terry Crew, who steps into a part-time role but remains a director within the business.

Terry joined the company in 2019 when international toy manufacturer Pat Avenue completed the acquisition of DKL Marketing. During his four-year tenure, he successfully managed the integration of DKL into the newly formed Pat Avenue UK and the introduction of several new brands, which were highlighted at the recent London Toy Fair. The company’s brands include Battle Heads, Hama, Keyriders, Breyer and Mascutties.

Guy Rooney joined the team in January 2023 as commercial director in preparation to take over the position of managing director.

Terry commented: “This is really exciting times for the company and is a great period for Guy to assume the reins and help drive the business forwards. I have really enjoyed these past few years and look forward to offering any assistance as and when it is needed.”

Guy added: “I am absolutely delighted to be confirmed as MD and am looking forward to a successful future with Pat Avenue. I would like to thank Terry for all his hard work in the transition period and pulling together a fantastic team.”

Just Play UK introduces new hires

Tess Parsons-Broome has been appointed Just Play Marketing communications manager for the UK and will be responsible for delivering the marketing strategy and activations across the UK and Ireland, working closely with EMEA colleagues for a joined up and holistic approach.

Meanwhile, Ali Coates joins as Trade Marketing manager and will be integral to supporting the wider Just Play team and executing trade shows and events.

Anna Chapman, VP Marketing & Licensing EMEA, commented: “Tess and Ali are both fantastic additions to the team and bring with them a wealth of knowledge and experience. As we grow, Tess’s role will be crucial to the success of the UK marketing and retail strategy, while Ali’s key focus will ensure the best possible selling interface with our retail partners.”

Tess makes a return to the toy industry from a B2B role, having previously headed up the marketing team at Bandai, with previous stints at Mattel and Vivid.

Ali has over 20 years’ experience in the industry and joins Just Play with an extensive marketing and sales background, including at Vivid and more recently, at Rainbow Designs.

Simon Cartey appointed UK commercial director at Toys R Us

Digital-first eCommerce D2C retailer Toys R Us ANZ Limited has announced the appointment of Simon Cartey to the role of commercial director for UK Toys R Us Limited.

Simon will report to the group CEO, Louis Mittoni, in an expanded role to help drive the growing eCommerce and physical retail business within the UK market. He will retain his responsibilities as VP Store Design and Innovation at WHP Global, which owns the global Toys R Us and Babies R Us brands.

Louis Mittoni said: “We are delighted to welcome Simon to the Toys R Us UK team. Having witnessed first-hand his extensive experience with store design and deep knowledge of the toy industry, we know he will play a critical role in helping us drive growth and profitability for the UK business. We are confident that Simon’s leadership will be instrumental in our success as we continue to expand our digital footprint and look to open physical stores in the coming months.”

In October 2022, Toys R Us launched digital flagship eCommerce websites ToysRUs.co.uk and BabiesRUs.co.uk and announced plans to open physical retail stores in 2023. Last year’s UK eCommerce launch coincided with the successful rollout of Toys R Us shops at all Macy’s stores across the US, marking a return of the brand in two of the top global toy markets.

“I’m thrilled to join the Toys R Us UK team and come full circle, returning home to where I started my career with Toys R Us in 1985,” said Simon. “This is an exciting time for Toys R Us as we start a new chapter and bring the magic of this beloved brand back to families across the UK.”

Industry Moves

Mark Kingston tales on new role at Zag

In response to accelerated global growth over the past two years for the company’s flagship brand Miraculous – Tales of Ladybug and Cat Noir, and Ghostforce, which has been earning top ratings across Europe, Zag has appointed respected industry executive Mark Kingston to the newly created role of senior vice president, Global Consumer Products.

Acamar welcomes Katie Rollings

Acamar Films, the independent producer and distributor of the global hit animated series, Bing, has appointed Katie Rollings to the position of chief licensing officer. Responsible for leading Acamar’s licensing and experiential teams and reporting to Acamar Films CEO Mikael Shields, Katie began her role last month.

“Katie is a brilliant addition to the Acamar team,” said Mikael Shields, CEO Acamar Films. “She brings extensive experience in building global licensing and experiential programmes. As Bing continues to grow in established markets and we launch in new territories, Katie will play a crucial role in identifying new opportunities for Bing and delivering on our targets for growth.”

“Bing is such a powerful and positive property which has won the hearts of thousands of young children and led many successful and award-winning product launches,” added Katie. “I love the way it supports fundamental early-years development with stories which work so well across so many countries and cultures. Bing has such a huge potential for growth, and I’m delighted to be given the opportunity to lead this talented team.”

Katie will evolve Acamar’s strategy to grow successful existing territories – such as the UK, Italy, the Netherlands and Poland – as well as those territories in which Bing has newly launched, such as France and Croatia. As a member of Acamar’s Senior Leadership Team, Katie will advise on the strategic direction of Acamar Films.

Katie’s senior team will include executive director of sales, Natalie Harvey, and director of promotions and partnerships, Kirsty Southgate, to strengthen relationships with key partners. Recently, Acamar Films announced a Bing activation at Chester Zoo and a limited-time Bing promotion across pancake restaurants in the Netherlands, with more partnerships to be announced.

Prior to joining Acamar Films, Katie most recently served as senior director, Global Strategy & New Business Development at Hasbro. She has also held leadership positions at Entertainment One, FremantleMedia UK and Hit Entertainment. During her career she has led strategy and teams on several iconic hit pre-school properties including Peppa Pig, PJ Masks, Thomas & Friends, Bob the Builder, Chuggington and Teletubbies.

Mark will report to Julian Jacob Zag, EVP, Global Operations and head of Consumer Products, under whose leadership Zag’s consumer products business has grown exponentially. New offices have been established around the world in Paris, Frankfurt, London, Montreal, Los Angeles, Miami, Mexico City, Frankfurt, Tel Aviv, Dubai and Shenzhen, collectively delivering over $1b in retail sales (as of December 2021) for Miraculous.

In his new role, Mark, who will be based in London, will spearhead the ongoing growth of Zag’s consumer products business that includes licensing and merchandising, promotions, gaming and location-based experiences, for all the intellectual properties in the company’s portfolio, including the animated feature Melody, starring singer, songwriter and actor, Katy Perry, which is currently in production.

“Mark is an entrepreneurial, accomplished and results-oriented executive with broad international experience who can spearhead Zag’s licensing and merchandising activities around the globe,” commented Jeremy Zag. “His expertise at Paramount in developing innovative and sophisticated solutions to deliver some of the world’s top-grossing global brands will be invaluable at Zag as we continue to grow, and I look forward to working together with him.”

“Zag’s content resonates with broad audiences around the world, delivering first-class family-friendly storytelling grounded in real life with a little touch of magic to help the characters not only fight supervillains, but also help them to discover themselves, all delivered with a sophisticated cinematic experience,” added Mark. “It’s an incredible opportunity to join Zag, work alongside Julian and lead the respected team of executives as the company continues to focus on developing products and experiences that inspire a new generation.”

Mark joins Zag following an 11-year career in the UK, at Paramount Global (formerly ViacomCBS/Viacom International Media Networks) where he served most recently as SVP, International Consumer Products, responsible for overseeing and delivering all commercial aspects of the company’s international consumer products division, with team members across multiple disciplines and in 18 countries. Prior to that, he held senior commercial and retail sales and marketing roles at both The Walt Disney Company and BBC Worldwide.

Tim Kilpin joins Hasbro in leadership role

Hasbro has announced two senior appointments to the company’s executive leadership team. Tim Kilpin joined last month as president, Toy, Licensing & Entertainment and Gina Goetter will join as chief financial officer from 18th May, following the company’s Annual Meeting of shareholders.

CEO Chris Cocks commented: “We are excited to welcome Tim and Gina to Hasbro. I am confident that their skills and qualifications will complement Hasbro’s existing leadership team as we execute against our Blueprint 2.0 strategy, which is focused on bringing our brands to life for consumers of all ages, maximizing the value of our IP and creating long-term

Tim Kilpin is uniquely positioned to oversee Hasbro’s multi-billion-dollar toy business, which boasts some of the world’s leading IP and brands. Tim joins Hasbro from PlayMonster, where he most recently served as executive chairman since January 2023 and as CEO from January 2022. His background also includes serving as leader of Activision Blizzard’s Consumer Products business, chief commercial officer for Mattel and as executive vice-

In his new role, Tim will report to Chris and will oversee Hasbro’s Consumer Products Group.

Gina Goetter brings over 25 years of experience across finance and accounting, with a demonstrated track record in driving strong financial and operational results. She joins Hasbro from Harley-Davidson, where she has served as chief financial officer since 2020. Prior to that, Gina has held senior roles at Tyson Foods and General Mills.

Gina will serve as strategic partner to Chris Cocks, working alongside him and other senior leaders in executing the company’s Blueprint 2.0, which includes a focus on fewer, bigger brands; gaming; digital; and the company’s rapidly growing direct to consumer and licensing business, as well as delivering the company’s Operational Excellence programme and associated cost savings. She will also oversee Hasbro’s global business operations.

Gina’s appointment follows the previously announced retirement of Deborah Thomas, chief financial officer, who will remain at the company in an advisory role throughout the remainder of the year to ensure a smooth transition.

Grace Burton-Rees becomes account manager at DKB

DKB has announced the appointment of Grace Burton-Rees as account manager. In her new role, Grace will strengthen the company’s focus on supporting independent retailers as DKB moves further into 2023 with new partnerships and further innovative products.

Grace has been in the toy industry for the last 10 years and will bring with her a wealth of knowledge and experience. The company says she is a very well-liked member of the toy trade and that it cannot wait for her to get started.

Commenting on her appointment, Grace said: “I am thrilled to be joining the DKB team as account manager. The vast range of products is exciting, fresh and on trend, and I can’t wait to learn more about it. It’s an honour to be joining DKB and continue its growing success within the industry.”

Toy World welcomes new editorial

assistant Marianna Casal

Marianna Casal graduated from City, University of London in 2022 with a first class honours degree in journalism. Since then, she has been honing her journalistic skills by working as a news reporter for the Henley Standard. Her responsibilities there included covering South Oxfordshire’s villages and towns, reporting on everything from court cases, inquests, Henley Royal Regatta and the Henley Festival, to current affairs and features on local celebrities, Olympians and Ukrainian refugees.

Marianna says she is delighted to join the toy trade, and is excited to become part of the industry and meet everyone.

Commenting on her new role, she added: “I am looking forward to bringing my skills to Toy World and Licensing.biz, and learning the ways of this new world. I can’t wait for my first toy show and to just get stuck in with this great team.”

Publisher John Baulch said: “We are very pleased to welcome Marianna to the team. Her writing skills and experience are sure to be huge assets to the company, and we are sure she will fit in well with the Toy World team. We look forward to introducing her to the toy industry.”

Marianna can be contacted on email at marianna@toyworldmag.co.uk. We also look forward to introducing her to everyone at the Toymaster May Show.

New Business Development director for Sambro

Sambro International has strengthened its commercial sales team by appointing Richard Dinham to head up the company’s UK sales operations.

With more than 15 years of experience in the toy sector, Richard joins Sambro from Character Options and, as Business Development director, will lead the UK sales operations, reporting into chief commercial officer Eric Markus to support the global toy company’s pan-European sales growth.

Richard says he is passionate about using his expertise to help harness expansion opportunities with existing and new client relationships. “Sambro is an exceptional company, with some amazing licences and categories within the toy sector,” he commented. “I’m delighted to be joining the company at such an exciting time and look forward to working with the wider team. My immediate focus will be on developing strategic client relationships for the business here in the UK. I’m also looking forward to working with the UK licensor retail teams too.”

Eric Markus, CCO at Sambro, said: “With Richard’s vast range of experience, proven track record of building strong client relationships and passion for driving new business expansion, he is a valuable addition to our senior management team here at Sambro. We are delighted to welcome Richard to the team, knowing that Sambro will benefit from his considerable knowledge of the UK toy market, key customer and licensor relationships.”

Marketing World

KAP Toys’ Hello Kitty Cappuccino goes viral on TikTok

KAP Toys’ collectible Hello Kitty Cappuccino has made a splash on social media with a TikTok campaign gaining nearly 5m views in just the first five days.

KAP Toys informed trade customers at London Toy Fair that its Hello Kitty Cappuccino line was made for social media marketing. The individual cappuccino cups, which have a suggested retail price of around £4.99, simply need a splash of water to ignite the magic and reveal the Hello Kitty squishy within. With eight different characters to collect, the simple reveal adds a magical element to the kawaii-style collectible, as kids watch the squishable, scented Hello Kitty character within pop up from the colourful coffee cup.

The range went on sale with retailers in January and in March national chain HMV launched the product. A store colleague in Inverness was challenged to promote the product on the store’s TikTok account. After only five days, views were fast approaching 5m with nearly 1m likes.

KAP Toys’ managing director Nathaniel Southworth said: “It’s hard not to get emotional about these moments but we set up in business to find and bring toys like this to market, so this is fantastic to see. As ever, we are grateful to all our partners, and we will do all we can to keep people in stock.”

Hello Kitty enjoys a global fanbase with a demographic spanning both children and adults. The brand is fully supported in all forms of media and benefits from a Roblox game that boasts 12m monthly users and has racked up impressive play times. Nat commented that retailers know Japanese anime is a growth trend and that Hello Kitty is a superstar in the world of kawaii.

Those interested in purchasing any KAP Toys products should email orders@kaptoys.com or get in touch with their regular sales contact.

Piñata Smashlings animated series in the works

Corus Entertainment’s Nelvana, a world-leading international producer, distributor and licensor of children’s animated and live action content, has teamed up with Toikido, a London-based entertainment company at the cutting edge of digital design and toys, to develop a new animated kids series based on gaming IP, Piñata Smashlings.

“Toikido is an innovative new company that has quickly achieved success turning popular gaming properties into toys and apparel for a global audience,” said Pam Westman, president of Nelvana. “Its first in-house IP, Piñata Smashlings, has already garnered massive hype ahead of its launch this summer and we can’t wait for fans of the brand to see the new character-driven series that will expand the amusing Piñataverse world and showcase its characters like they’ve never seen them before.”

Launching in 2023, Piñata Smashlings is home to hundreds of playful characters called Smashlings. These cheeky little creatures and playful Piñatas love to have fun and are always on the lookout for the Rainbow Whale, who drops new Rainbow pods.

Piñata Smashlings will debut on Roblox in June and plans are underway to launch ancillary productions such as toys, plush, apparel, homewares, publishing, magazines and animation.

“Building on the momentum of our achievements bringing successful gaming properties into toys and apparel, we developed Piñata Smashlings in-house as a truly immersive IP and are pleased to add an animated series to our plans,” said Darran Garnham, founder and CEO of Toikido. “Nelvana is known for its top-quality development, production and distribution of premium kids’ content, and we couldn’t be more pleased to partner with the team on the development of a playful new series that will further engage fans as they experience the evergrowing Piñataverse.”

Magicbox unveils KookyLoos giveaway campaign

Magicbox has launched a series of competitions, giving KookyLoos fans the chance to express themselves with KookyLoos Experience prizes worth thousands of pounds.

The first competition, which launched in April, is being run in partnership with actor Helen Flanagan; giving followers of both Helen and KookyLoos’ social media pages the chance to win a KookyLoos Party in their home.

Helen threw her own branded party to celebrate the launch of the KookyLoos Party Time Dolls, and the lucky prize winner will receive a replicated event on a date of their choice.

Magicbox is also running a 10-week long contest giving families the chance to win one of four themed trips. This special excursion giveaway is running to mark the release of the new KookyLoos Suitcases with four prizes up for grabs. Each prize is themed around a different suitcase and includes family tickets to the Big Feastival, Glamping at Chessington World of Adventures, Snow Centre vouchers and an overnight stay and luxury afternoon tea in London.

This competition will run until the start of June with entries for three prizes taking place on a fully branded competition website www.kookylooscompetition.co.uk. The fourth prize opportunity is being hosted by May’s Sparkle World, published by Redan.

The competition campaign will benefit from a host of marketing initiatives including a dedicated website, preroll promotion, print support, amplified social media, and high-profile instagrammers’ posts.

Magicbox’s head of Marketing, Suzie Howes, commented: “KookyLoos dolls are all about expressing yourself with friends and family and we wanted to create some special moments for fans of the brand to do just that. The prizes are all themed around our newest 2023 KookyLoos product launches but are things every family would want to win. We can’t wait to see the impact of the campaign and the magic memories our winners will make.”

Other KookyLoos marketing will continue through the season. For more information about how to be involved, email the Magicbox team at sales@magicbox-toys.co.uk.

The world is Digital

let’s connect it!

Such is the volume of different coloured blocks meticulously placed on excel grids, you may be forgiven for mistaking 2023 marketing plans for a Lego construction manual. In the age of Digital and the search to replace the coverage once offered by the relative simplicity of Linear TV, there is a temptation to keep on stacking media channels one on top of the other to bridge the gap. However, this process of effective media stacking isn’t a simple exercise – think of it more like an instruction manual for a Technic set rather than Duplo.

We are no longer in the formative stages of the Digital world, and one-dimensional thinking no longer cuts it. Interconnectivity between media channels open up a world of possibilities to advertisers that have previously been overlooked; ensuring that different media channels not only complement each other, but also actively enhance the effectiveness of one another. The key to extracting the most from hard fought marketing budgets in the future is going to be the connectivity of all your marketing efforts, be that paid, owned or earned.

Take Out of Home (OOH) for example. For many years it has been overlooked given the high levels of wastage associated with the channel. Advancements in how we use data means this is no longer the case. Using location data from mobile providers such as Three, we can identify parents based on their interests (through analysing the web content they interact with), and track which OOH sites they most commonly pass on a daily/ weekly basis. As a result, we can select sites that have a greater affinity with the audiences we are seeking, rather than relying on postcode data in relation to sites we think will resonate best. This has a significant impact on the effectiveness of advertising too, with ad recall increasing by +35% in such “hotspot” locations. The advent of Digital OOH (DOOH) also means that executing such campaigns is quicker and easier than

ever, providing greater opportunity for adapting messaging based on factors such as proximity to a key retailer, time of day and even weather conditions.

Connecting DOOH with online data to make better decisions is one thing, but the modern market allows for even greater connectivity. Parents who have been in proximity to an ad (again thanks to mobile location data) can then be retargeted on their mobile to reinforce the messaging, increasing frequency and engagement. And why stop there when our target audience is out and about?

Cinema in 2023 once again offers family audiences a huge selection, on the back of some already significant numbers. According to DCM, 88% of main shoppers with children are cinemagoers, averaging four visits per year with an average group size of 2.8 per visit (meaning they make up an impressive 34% of all admissions). With The Little Mermaid, Barbie, and Spider-Man: Across the Spider-Verse all expected to generate big numbers at the box office (not to mention the success already achieved by The Super Mario Bros. Movie), expect 2023 to maintain if not surpass these statistics. Again, mobile location data can be used to identify parents who have been in cinemas at the same time your selected film is showing, offering further retargeting if, for example, you choose to run in-reel advertising in Cinema.

Connectivity can be achieved everywhere in 2023, and the proliferation of Smart TVs means the living room remains a central hub for advertising efforts. The implications of this may be obvious in terms of targeting, particularly when it comes to the likes of Sky AdSmart or the plethora of Connected TV channels that have emerged in recent years. Parents, however, aren’t restricting their attention to the TV screen. We’re all very aware that mobile and other device usage is rife when viewing content on a Smart TV screen, so why not take

Digital ads on their devices based on viewing habits. This retargeting of viewers who may have seen your TV ad can increase frequency and move them further along the purchase pathway from Awareness through Consideration to Conversion. Conversely, and perhaps more appropriately in the age of light TV viewing, this process could also be reversed. The technology could instead be used to target viewers who haven’t been exposed to your ad, affording brands more opportunity to bridge the gap and raise further awareness.

Of course, the elephant in the room is that connectivity requires data, and at this level it doesn’t exist for children’s audiences (owing to COPPA and GDPR-K compliancy). Parents and gifters, not to mention Kidults, are such an important part of the targeting mix that increasingly larger proportions of advertising budgets should be diverted towards them, given the purchasing power they have. If they do form a part of your marketing strategy in 2023, make sure you are using all the tools at your disposal to connect the dots wherever possible to maximise your effectiveness.

If you’d like to find out how to do this for your brands, get

This month, Jonathan looks at how brands can ensure they are using all the tools at their disposal to connect the dots between different media channels and maximise the effectiveness of their ad campaigns.

Licensing World

Sega agrees acquisition of Angry Birds owner Rovio

Sega and Rovio have agreed a deal for the former to acquire the latter for £625m ($706m) in a move that will strengthen Sega’s position in the gaming industry by bringing Angry Birds into its portfolio, which already includes the powerhouse brand Sonic the Hedgehog.

Reports indicate the deal will also give Sega the ability to bolster its gaming IPs by moving them into the mobile space. The company aims to take-in Rovio’s live-operated mobile game development capabilities and expertise and use them to accelerate the development of mobile-compatible and multi-platform-supported version of Sega’s existing game IPs, strengthening and further accelerating global expansion of Sega’s game portfolio.

Alexandre Pelletier-Normand, CEO of Rovio, said: “I grew up playing Sonic the Hedgehog, captivated by its state-of-the-art design. Later, when I played Angry Birds for the first time, I knew that gaming had evolved into a true mainstream phenomenon, with the power to shape modern culture. Joining Rovio has been an honour and I am proud to have seen Angry Birds continue to grow as we released new games, series and films. Less known but equally impressive is our industry-leading proprietary technology platform, Beacon, holding 20 years of expertise, allowing tight-knit teams to develop world-class GaaS products.”

He added: “Our mission is to ‘craft joy’ and we are thrilled at the idea of using our expertise and tools to bring even more joy to our players, enhancing and expanding Rovio’s and Sega’s vibrant IPs.”

Harry Potter TV series confirmed

The original Harry Potter scripted television series was confirmed during Warner Bros. Discovery’s unveiling of the Max streaming service in Los Angeles. The series will be a faithful adaptation of the book series by author and executive producer, J.K. Rowling. It will be available on Max in the US, and globally once produced.

The stories from each of the books will become a decade-long series. The series will feature a new cast to lead a new generation of fandom. Each season will be authentic to the original books and bring Harry Potter and his adventures to new audiences around the world, while the original, classic and beloved films will remain at the core of the franchise.

“We are delighted to give audiences the opportunity to discover Hogwarts in a whole new way,” said Casey Bloys, chairman and CEO, HBO & Max Content. “Harry Potter is a cultural phenomenon, and it is clear there is such an enduring love and thirst for the Wizarding World. In partnership with Warner Bros. Television and J.K. Rowling, this new Max Original series will dive deep into each of the iconic books that fans have continued to enjoy for all of these years.”

RMS goes big with new Barbie, Rainbow High and Gabby’s Dollhouse miniature ranges

RMS is expanding its successful Barbie Extra range with a new line of miniature bags set to launch for summer. The new additions build on the success of the company’s sold-out Barbie Extra Miniature Backpack Surprise range, which flew off retail shelves throughout 2022.

RMS will unveil two new additions to its Barbie Extra line: the Barbie Extra Mini Beauty Handbag Surprise and the Barbie Extra Mini Jewellery Suitcase Surprise. The flamboyant Mini Beauty Handbag Surprise comes with a set of adorable mini beauty surprises that any child will love. Each of the three uniquely designed handbags contains fully-functional mini beauty accessories.

The Mini Jewellery Suitcase Surprise is the perfect accessory for kids taking a trip to Barbie's Dreamworld. Each mini suitcase, complete with handle and working wheels, contains a set of jewellerymaking accessories that allow children to create their own Barbie-inspired necklace. Each of the three individually designed suitcases reveals a different jewellery making kit and surprise accessories.

Leveraging the success of Barbie Extra miniatures, RMS is introducing a new line of miniature collectibles from popular brands Rainbow High and Gabby's Dollhouse. The Gabby's Dollhouse miniature range comprises a collection of mini diaries and stationery sets intricately designed to mirror Gabby's enchanting dollhouse world. The collectible diaries highlight the beloved kitties from the best-selling series and come in a variety of finishes

In

the coming months, RMS has an exciting line-up of new product developments to reveal, aimed at not only expanding the current miniatures play pattern but also introducing it to For more information on RMS’ licensed product ranges, contact Sales@rmsint.com or your existing RMS account manager.

Rainbow Designs welcomes Bagpuss to portfolio

Rainbow Designs has announced a UK licensing partnership with Coolabi ahead of the heritage brand’s 50th anniversary. It will launch an exclusive new range of Bagpuss plush toys, which will be available to UK consumers this autumn/winter.

The iconic and much-loved British animated children’s television series Bagpuss will celebrate its 50th anniversary in 2024. Co-created by Peter Firmin and Oliver Postgate through their production company Smallfilms, the Bagpuss series, which ran for a total of 13 episodes, has left a legacy.

“We are absolutely delighted to welcome Bagpuss to Rainbow’s family of classic characters ahead of his 50th anniversary celebration next year,” commented Anthony Temple, managing director, Rainbow Designs. “This much-loved saggy cloth cat has created so many superb childhood memories for both parents and grandparents, families now have the opportunity to enjoy this delightful character with their children, creating new, lasting memories, which is such a wonderful gift.”

He added: “Bagpuss is a hugely iconic and instantly recognisable character. We received a fantastic response to our new super cuddly, yawning soft toy at all the trade shows this season, and we absolutely cannot wait to have him on the shelves and available to consumers later this year.”

Funko Games announces Star Wars Rivals Card Game

Funko Games has announced the Star Wars Rivals Card Game, an all-new expandable card game experience featuring endless layers of strategy and fun within every era of the Star Wars galaxy. Arriving late spring 2023, the tabletop gaming studio will offer a Premier Set and expansive Character Booster Packs, encouraging fans to join the dark or light side of the Force, build teams and battle for control of locations in the Star Wars galaxy. The fully expandable game experience also offers fans never-before-seen art stylisation in miniature sculpts and card art.

“The latest collaboration with Lucasfilm for the Star Wars Rivals Game has continued to elevate Funko Games’ collectible offerings through its all-new art style, including awesome hologram variants,” said Deirdre Cross, head of Funko Games. “We’re excited to introduce fans to new immersive gameplay, allowing them to experience unforgettable Star Wars locations as they join the Force and battle it out with their favourite characters from every era.”

Suitable for Star Wars fans of all skill levels, the Premier Set offers four character-themed game movers and character cards, an exclusive prism die, 14 action cards, 18 tokens and markers, and 12 location cards, including four that are exclusive to the set.

An extension of the Premier Set, Light Side and Dark Side Character Booster Packs expand game play with each including one character-themed game mover and character card, two location cards, game die, five action cards, 16 tokens and markers. Also available in late spring 2023, Light and Dark Side Character Booster Packs can be combined for immediate play or added to Premier Sets.

Acamar launches campaign in support of Golden Bear Rainybow Bing

Acamar Films has launched a colourful and comprehensive campaign to support the launch of the newest Bing toy, Talking Rainybow Bing, which has been developed and produced by Acamar Film’s master toy partner, Golden Bear.

Including activations across digital and social platforms as well as the Bing: Watch, Play, Learn app, the Rainybow campaign is supported by Acamar Film’s master publishing partner HarperCollins, using its social channels and a promotion for the Bing singalong sound book, The Rainybow Song. Audio partner Tonies also features the Rainybow Song via its mytonies portal.

Rainybow activities were initially rolled out on UK-facing platforms with elements activated across different territories to support Talking Rainybow Bing as the toy launched in different countries.

“Rainbows always seem to be a favourite with young children and Talking Rainybow Bing is a fantastic toy,” said Natalie Harvey, executive director, Sales, Acamar Films. “Golden Bear has created a beautiful soft toy and it is brilliant to see its launch supported across so many different platforms.”

Bing’s Rainybow Week in March ran on the Bing Bunny Facebook page, with the opportunity to win a Bing prize bundle every day. Families were also able to use the Rainybow filter to take selfies or create videos, complete with Bing ears, in front of the distinctive Rainybow design while the song played.

Talking Rainybow Bing

in

UK this spring with roll-out in countries including Italy and The Czech Republic later this year, and is also being supported with a YouTube, social and influencer campaign coordinated by Golden Bear.

debuts

the

Variations on a theme

Top 10 Fastest Growing Subclasses -UK Toys

The UK Toys value performance for the first quarter of 2023 is flat compared to Q1 2022, while volume is up +1%. That represents a performance which is probably better than many expected at the start of the year. There are five supercategories showing growth, with Building Sets, now the largest supercategory accounting for 17.7% of all value spent on toys, the fastest growing so far this year. Games and Puzzles is the second fastest growing area, up +10% driven by Strategic Trading Card Games, Children’s games and Family Strategy Games growth. Plush is the third fastest gaining, with Squishmallows and licences driving growth. Other growth areas are Explorative and Other Toys and Vehicles.

popular theme in UK toys this year. Manga/Anime has grown from just 1.2% value share of UK Toys in Q1 2019 to 5.3% for Q1 2023, with year-on-year growth versus 2022 up +54%. Pokémon is the largest property in the theme and grew +49%, but it is far from the only growth property. Bakugan, Dragon Ball Z and Yu-GiOh are all up double-digits this year, while smaller, more specialist properties such as My Hero Academia, Naruto and Anime Heroes have also increased distribution and sales. Most of these properties have a mixed appeal to both kids and kidults. Sales of Manga

Top Themes in UK Toys

Looking across the total toy market, there are some themes that both kids and adults have been drawn to, which are changing the most popular types of products and properties within the UK Toy market. The British have always been keen animal fans, and the biggest theme is Other Animals, which accounts for 10.5% of total toys sales, up from a 9% share in the same period last year. Within Other Animals, Peppa Pig is the largest property, but there has been strong growth from Little Live Pets and Sonic the Hedgehog, which are up +75% and +68% respectively. Outside of Other Animals there is also growth from both Dogs and Cats themes, up +23% and +114% respectively. Dogs’ growth is driven by the continued success of Bluey as well as growth from generic toy items, while Cats’ growth is driven by Gabby’s Dollhouse.

Interestingly Manga/Anime has overtaken both Space and Superheroes to be the number three most

and Anime toys are mostly through Strategic Trading Cards, Plush and Action Figures & Accessories, but also growing through other categories such as Building Sets, Games and Puzzles.

Space remains a popular theme for UK toy buyers and is the fourth largest, accounting for 4.8% of total toy sales, doubling share since Q1 2019 and growing +15% this year. Key categories in the Space theme are Building Sets and Action Figures & Accessories, but there has also been a strong performance from Pre-school Toys and Learning Toys in Q1. Star Wars accounts for three quarters of all Space sales, while Lightyear is also contributing to growth in the first

quarter, along with the Among Us and NASA licences. Superheroes has fallen behind both Manga and Space in size this year, although it has the same share of the market as it did in 2019, accounting for 4.5% of total toys. Within the theme, Marvel Universe continues to grow, with Spidey and His Amazing Friends, Guardians of the Galaxy and Other Marvel growing. However, with several Superhero movies scheduled for release later this year, including a new Spider-man animated film and The Flash, there is plenty of time for superhero toys to rescue themselves.

Dinosaur theme momentum continues and is up +9% for Q1, following the third Jurassic World film release in 2022. In addition, dinosaur themed items within Robo Alive and Smashers ranges grew in Q1. Outside of the top themes and relatively small at the moment, Dragons has nevertheless seen early growth this year, up +21% in value. The Dungeons and Dragons property grew after the film release in March 2023, and this could be a theme to watch for this year.

Every year there are trends and favourite themes with the UK toy market. Some themes can be driven by film or TV programme’s popularity, but there is often a constant generic toy range behind the themes that is always on offer to consumers. Based on Q1 performance, it looks like 2023 might be the year of Manga for the UK market, but there are plenty of different themes to appeal across all age groups and genders, and there is always a new theme which can appear suddenly and drive new properties and items.

This month, Melissa looks at which areas of the UK toy market are showing growth, and which themes are currently catching the attention of consumers.

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

Melissa Symonds

Director UK Toys, EuroToys Circana

Property Progression:

Ahead of Fast X movie release in May, The Fast and the Furious toy property jumped up 22 places between February and March, more than doubling sales in March. This was driven by Lego Speed Champion items such as the Fast and Furious Nissan Skyline GT R R34 and 1970 Dodge Charge R/T, which were the No.9 and No.22 best-selling items in Standard Building Sets for March. In addition, there was also growth for the property from Simba Metal Vehicle and Die Cast items.

Fastest SubclassesGrowing

The fastest growing subclass YTD March 2023 is Standard Building Sets, which gained £5.9m sales compared to Q1 2022. This growth was driven by Lego Icons Botanical items, which performed very well around Mothers’ Day, Lego Speed Champions and continued growth from Star Wars. Strategic Trading Card Games also had a strong Q1, with the release of the new Pokémon Scarlet and Violet card range in March propelling sales.

Top 10 Fastest Growing Subclasses -UK Toys

Top 10 Fastest Growing Subclasses -UK Toys

Traditional Plush growth came from an ongoing strong performance by Squishmallows, now the No.1 property in the subclass. There was also growth from Pokémon, Bluey and Care Bears. Non-strategic Trading Cards and Collectibles growth is coming from the Adrenalyn XL Premier League items from Panini. Miscellaneous Toys growth continues to be driven by Zuru’s 5 Surprise range, with the new Foodie capsule adding to sales. There is also some growth from newly launched LankyBox items.

Mini Vehicles growth is coming from Hot Wheels, Matchbox and Monster Jam all growing double-digits this year. Pre-school Talking & Sound growth is driven by a continued increase in Toniebox sales and distribution in the UK. Reusable Compounds has seen growth this year with Play-Doh, Kinetic and Oosh all growing compared to last year. Infant Plush has grown through licences, with Beatrix Potter and Paddington two of the top items in the category.

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Talking Shop Full of the toys of spring

WWe have just celebrated our first birthday which I can’t quite believe, as the time has just flown by. Overall, we have been very pleased with how everything has gone.

Everyone coming into the shop has been so positive and supportive and although it’s been a lot of fun and much easier than we thought it would be, it has also been a huge learning curve at times, especially working out what to stock and what our customers want. We have stuck to being a more traditional toy shop rather than focusing on new fads and trends, as we like to sell toys that have longevity, and that people can pass down.

The Easter holidays have been incredibly busymuch busier than last year when we first opened. I guess word has now got round that we are here. It helps that Church Stretton itself seems to be attracting a lot more visitors who are spending money and not just browsing, so hopefully things have loosened up a little bit, financially. We get a lot of returning customers and people who have travelled from further afield. We’ve been doing a fair bit of marketing and are also on Facebook, to let people know what we do and where to find us, and this seems to have paid off.

Toy World’s Sam Giltrow chats to a selection of indies to find out how Easter sales held up this year, what’s selling right now and what they are tipping for success over the summer months.

Lego is our biggest seller – both currently and in our whole first year of trading. Lego Technic is extremely popular and is bought by adults as well as kids, so it brings a different demographic into the shop. Lego Minecraft is a favourite among the kids; it really lends itself well to Lego, because it’s so similar visually, just in digital form. The Lego Botanicals range also performs strongly for us – we’ve recently had a lot of the Bonsai trees in, and they all sold out very quickly.

Pokémon is also still incredibly popular and Nerf guns have also been big sellers for us. It’s all the same toys that our boys used to like; there are some things that people will always want.

We have just taken on a nice range from Denmark – Maileg – which offers cute plush mice and rabbits, which people like to collect. We have a couple of large toy retailers not far away, so it’s good for us to be able to offer something different. We also stock a wide range of wooden toys, including Hippychick and Brio, which always go down well.

We are looking forward to the summer and are expecting it to be a lot busier than last year. Church Stretton enjoys a steady tourist trade, and the town

is getting more and more popular, especially since the pandemic when the press was telling people it was a great place to visit, so it’s turned out to be a great location. Now, practically the whole of the West Midlands comes here, which is fantastic for us and all the other shops in the town.

In terms of our plans for the year ahead, we will be looking at acquiring more space as the premises we are in is becoming very cramped now. I’d like to be able to offer a much wider range of stock, but we don’t want to stray too far from this location, which is working so well. One area we’re looking to expand is arts & crafts – we already sell a great range of Galt products, but I’d love to be in a position to expand this category, as it’s so popular. We are currently keeping our eyes out for larger premises coming up in the town, so watch this space.

There seem to be a lot more independent shops popping up everywhere you go, and I would encourage anyone thinking about opening a toy shop to do it if they are in the right area. I would advise them to sell the things they love and not worry about trends - unless that's what they love! It’s fun running a toy shop and it’s a lovely industry to be in.

Karen Sasse - J & J Wilson Toymaster, Bude

WWe are in a prime tourist location, so Easter was fairly busy for us, but not as much as it usually is. Customers certainly haven’t stopped spending, but they don’t seem to be spending as much as the previous year. Whether that has something to do with the current economy, I don’t know.

As usual, Lego has been selling well, particularly the Star Wars and Marvel sets. We have also seen strong sales from L.O.L. Surprise! dolls, especially all the new lines that have been brought out recently, and Bratz dolls are also selling well. Where larger dolls are concerned, I have increased my order quantity of Tiny Tears from John Adams - the brand has had a spruce up which has gone down really well with customers, and we now selling a lot more than we used to.

Games are a massive category for us because we are in such a tourist hotspot. It’s all about making sure we have the right games in for the right people. Visiting families like to buy smaller games which they can take back to their campsites and holiday homes. The range from VR Distribution sells particularly well, especially games such as Cards Against Humanity, which is compact as well as being great fun. Games such as Sequence from Goliath Games, which the whole family can play together, are also in high demand. Our most popular game is Uno, and I order hundreds in at a time. It has

been the best-selling game throughout the 10 years that I have been ordering, and now Mattel has brought out different versions which have added to the appeal.

Customers still can’t get enough of Pokémon, and I have a large selection of toys and cards which I know will continue to be guaranteed sellers. Its popularity doesn’t seem to show any signs of waning.

Traditionally, we have also seen very strong sales in jigsaw puzzles. Recently a large retailer moved into the town, and this has affected our sales as they can sell puzzles at prices which sadly we can’t compete with. As a result, I now need to re-assess which suppliers I order from and find lines where we can maintain our margins. This means I’ll have to stop ordering certain lines that we’ve done well with in the past, which is a shame, but we have to take action when we can’t compete on price. We have ordered a lot of stock for the summer already, but I will be analysing the Easter sales to see where we need to replenish. I have been more cautious in my ordering this year and I’m not going as wild as I usually do. I think we all feel the same; everyone is being more careful with their spending. Fortunately, we don’t stock a lot of high-ticket items – apart from some of the bigger Lego sets – so this will help us mitigate any slow sales later in the year.

There are a few big movie releases this summer and

I have ordered product in for The Little Mermaid and Barbie, so I’m hoping they will do well.

I’m also excited about the return of the original Loom Bands from Bandai; all the stock we received recently sold out very quickly. I’m not sure it will quite be the huge craze that it was when Loom Bands first came out a few years ago, but its gaining in popularity again and I think it will be big this year.

I’m now quite considered about what I order, only ordering a relatively modest amount of anything new to begin with. Then if it goes well, I can always re-stock. But I should learn to trust my instincts, I haven’t made a mistake in my judgement yet! I rely so much on talking to my customers and hearing what they want. If they ask for, or even mention, something that I don’t have it or haven’t heard of, I will go away and look it up and learn about it. I also rely on my reps to recommend products, as they have tons of knowledge and experience, but ultimately, it’s the customers whose opinions matter and who I always try to keep happy.

It will be interesting to see how we do during the May half-term holidays. This is the next peak (we hope) in spending and gives us an idea of what July and August will be like. I am looking forward to a busy summer ahead and though Easter was a bit disappointing, we have done well overall so far this year and should hit all of our targets.

Talking Shop

Dee Mellor - Salter Street Toys & Models, Stafford

We had a steady Easter that included a special offer on Playmobil which proved very popular. We are revising our Playmobil offering, so took the opportunity to move through a few lines that aren’t performing. Playmobil has introduced quite a few licensed ranges recently, and some have worked better than others, so it’s a question of establishing which ones our customers want. All of the generic Playmobil lines are still extremely popular though.

We have seen strong sales from licensed Lego, and the Speed Champions range sold well over the Easter holidays. Lego Botanicals has also been a successful range – I had one customer saying he had to buy the Orchid one as he’d killed his wife’s real plant! They are quite a high price point, but that is attracting different customers into the shop.

Customers have been looking for Super Mario toys, with the release of the new movie, and the plush we have had in from Sambro has been flying off the shelves. The new Turtles range from Character for the upcoming Teenage Mutant Ninja Turtles: Mutant Mayhem film is already getting a lot of interest, particularly from older children who remember when the last film was out a few years ago.

Another line which is really gaining momentum is Eugy from Brainstorm. We started selling the range a while back but only had a limited selection; now we have stands to put it on and, together with window displays, the extra promotion is really working. The range is at an attractive price point and children like collecting all the different animals.

We are doing very well with smaller items at lower price points, including the little collectible Care Bears from Basic Fun. Customers are being more careful about their spending and so a £3 or £4 price point is ideal. We have ordered the new releases for Top Trumps, as they are always a good pickup line, and have a new Schleich stand in place for the new Harry Potter collection, which is coming out later in the year. I’m sure that will sell well and I’m quite excited about it arriving.

We still sell a lot of jigsaw puzzles – a trend that has continued since the pandemic – the Gibsons range is particularly popular with our customers. The company recently brought out a special edition Coronation puzzle, which we sold out of very quickly.

Although we have had a decent start to 2023, I’m not sure how the rest of the year will pan out and there’s a question mark as to what will happen over the summer. It depends whether people are going away or spending more time at home; the latter could work in our favour. We are being cautious and not ordering too much stock, as we don’t want it sitting on the shelves. Fingers crossed business stays the same as it is though, then we will be fine.

I am looking forward to attending the Toymaster Show and seeing what’s on offer. I haven’t got a shopping list as such, but I’m always on the lookout for something a bit different – I suppose everyone is.

Up, up and away!

AAs we write this, we can reflect on what can only be described as a good first quarter of the year. Given everything that has been going on, and the cost pressures everyone has been experiencing, trade has held up better than expected. Comparing year on year, the Easter weekend just gone has been a strong one, and we have benefited from the weather being a bit more unsettled. Last year it was very sunny throughout the Easter break, so fewer people chose to visit the shops. Looking around just before Easter, there seemed to be a lack of Easter eggs in the major supermarkets, so we probably also benefited from people buying toys instead.

We have recently taken in the new release of Pokémon Scarlet & Violet, and this has certainly helped our takings. Despite there being a price increase across the range for the first time in a few years, it doesn’t seem to have harmed sales, and the popularity of the Pokémon brand is as strong as ever. The re-release of Monster High Dolls has started strong, introducing a new wave of kids to the franchise.

There have been several new Lego lines that have performed extremely well – the Lego Up House, from the Disney film has been a flyer – if you’ll pardon the pun! It doesn’t seem to have been that widely available, so our stock has been sought after. The Lego Speed Champions Fast & Furious Nissan GT-R has also proved to be a winner, in the build up to another film due out this year.

Classic Teenage Mutant Ninja Turtles has also been very popular, with kids and collectors alike looking forward to the film due out in the summer. We are expecting The Little Mermaid movie to do well and have a wide range of lines ordered for that. With the Super Mario film having just been released and been well received (with fans at least, if not critics), it does feel like films are becoming a key driver of purchases in stores again. Then there’s Disney 100, which is a key focus for Disney this year and has led to a lot of products coming out; of these, the Disney 100 Capsules from KAP Toys have been in high demand, and the imminent release of Lego’s Disney 100 Collectable Minifigures should ensure that the momentum continues.

Looking ahead, the Toymaster Show is just around the corner and is without doubt our favourite show of the year – it’s an event we look forward to for several months. Last year, after a gap of three years, there was something almost euphoric about going back, and with the Majestic Hotel fully refurbished, the event was better than ever. We had the fun of Mark hobbling round after he injured his foot, so hopefully this year we can get around a bit faster. The timing of the event is ideal for us, having done our research (which includes a good read of Toy World each month) on what has been selling so far this year, we come into the show ready to place substantial orders for the rest of the year, as well as seeing any new items that we didn’t see at Toy Fair. Suppliers know that members expect good deals at this show, and they tend to deliver.

However, as everyone knows, although a lot of good business gets done during the day, a great deal also gets done at the bar, sometimes at a very late hour. It really is a fantastic event at which to meet up with the rest of the independent toy trade and suppliers, and we can’t wait. It wouldn’t be our column if we didn’t mention the food; Harrogate has a fantastic range of bars and restaurants which we will also frequent. Of course, we will also go to the excellent evening events that Toymaster put on in the Majestic, and we look forward to seeing you all there.

Mark Buschhaus and Stephen Barnes

Toy Barnhaus

Fewer, Bigger, Better

Hasbro’s new focus

Following a challenging few years, toy and entertainment giant Hasbro is undergoing a significant transformation, focusing on fewer brands, an enhanced consumer experience and a simplified business model. Toy World sat down with the man brought in as part of the team overseeing the reinvention of Hasbro, Joao Nielsen Sebastian, president EMEA, LATAM & Asia Pacific, to find out about his vision for the future of the business, the importance of licensing to Hasbro’s success and why play really does matter.

Joao has a somewhat unconventional background for a man now heading up EMEA, LATAM and Asia Pacific at one of the biggest toy companies in the world. Over coffee at Hasbro’s Stockley Park offices, he tells us of his upbringing in Portugal (he’s half Portuguese, half Spanish), of his move to the USA for studies (he has an MBA in Management and Strategy from Colombia University), his past two decades in the UK – and his impressive work at two of the world’s biggest tech behemoths.

A strategy consultant by profession, Joao’s career started in earnest with McKinsey & Company, where he focused on entertainment and consumer goods marketing. He then joined Google, where he helped the likes of P&G, Unilever and L’Oreal maximise on digital brand strategy in the role of industry head, and then senior industry head EMEA, before moving to Apple, where he most recently held the role of EMEIA commercial director at Apple Retail. In this role, he focused on consumer brand engagement at Apple stores during seven iPhone launches, creating what he calls a ‘magical brand experience’.

And then, following an approach by the company,

Joao accepted the Hasbro role. You might be wondering what compelled Joao to move from tech to toys, but five minutes in his company makes it clear – the toy industry is one he genuinely cares about.

“This is a passion project for me,” he replies, when quizzed over the move. “I’m a dedicated family man, a father to three wonderful kids, and I love Hasbro for what it stands for. I love the 100-year legacy, I love its brands and I really believe in the importance of play. I’m not just saying that for your benefit: play is vital for kids and families, and Hasbro is a fundamental part of bringing that play to households around the world.”

An insight-driven strategist, Joao has been brought in to help Hasbro turn around its fortunes. The company’s CEO, Chris Cocks, described Hasbro’s full-year 2022 results as ‘below our expectations’ after it posted fullyear revenues of $5.86b, down -9% YoY. Q4 revenue was down -17%, meanwhile, coming in at $1.68b. However, Wizards of the Coast, digital gaming, Hasbro Pulse (the company’s 2DC platform) and its licensing business posted strong fourth-quarter growth, and the company is making big strides in the implementation of ‘Blueprint 2.0’, which in an official statement was

Company Profile

described as having ‘a heightened focus on innovation, data driven investment in key brands and disciplined cost management’.

Part of the Hasbro transformation has been the laying off of 15% of the company’s global workforce, some 1,000 jobs. This was not something anyone wanted to see, least of all Hasbro, but, as Joao explains, it is a necessary part of securing the future success of the company and the roles of the 85% of employees that remain.

“You can see the passion people have for Hasbro as soon as you start walking through these offices,” Joao says, gesturing around him. “They truly are wonderful, and many have been here for a long time because they love what they do. It’s very difficult to let such employees go – and it’s very important that we treat them right during this process, showing them the respect they deserve and making sure we help them transition to their next employment as much as we can. However, we need to be a profitable business, and redundancies, as many companies know, are a hard but often inescapable part of any transformation.”

Hasbro is also simplifying and consolidating its business model. Since Toy World first met Joao at Spielwarenmesse, Pacific and Latin America have been assigned to his remit alongside EMEA and Asia, grouping Canada and North America (countries with the biggest similarities) together, with EMEA, LATAM and Asia Pacific forming another group. Ultimately, Joao and the rest of the leadership team are approaching Hasbro almost as if it were a new company - only one with iconic household brands already in its portfolio. This is both a blessing and a curse, Joao explains. “When dealing with a 100-year-old company, you’re clearly going to have a lot of history tied in that you need to try and work with,” he says. “At the same time, it’s great having that century of experience, knowledge and brand ownership – it’s a privileged position to be in.”

Blueprint 2.0 is going to require plenty of consumer involvement. Noting that no-one knows consumers better than the consumers themselves, Joao says he wants to tap into their feedback to gain direct insight into the most popular play-patterns, brands and licences. He’s also keen to see the different facets of Hasbro meshed seamlessly with other complementary areas to strengthen the entire business and improve overall efficiency. Hasbro’s Entertainment business, eOne, boasts powerhouse pre-school brands in its portfolio: how can Hasbro further leverage brands including Peppa Pig and PJ Masks across the core toy & game arm? How can the technologically-driven Wizards of the Coast, in which Joao sees similarities with Apple and Google, be intertwined with more traditional parts of the business to create a stronger, enriched consumer experience that transcends ‘just’ play or entertainment? These are the questions – the big questions – that Joao and his team are setting out to answer.

“Our Wizards business has a lot of experience in dealing directly with consumers thanks to our direct-toconsumer platforms (e.g. MTG Arena, Secret Lair) and the Wizards Play Network [WPN],” he explains. “Our WPN Retail Specialists have frequent conversations with WPN Premium retailers, as well as constant contact with Wizards fans. If we can bring this thinking, this approach, to other areas of the business, the better it will be for everyone.”

Another core tenet of the Blueprint 2.0 strategy is ‘Fewer, Bigger, Better’. With so many brands to get lost in, Hasbro is having to really home in on its strongest players and highest-performing categories, driving them forward with major new exploration of licensing opportunities and investment in range extension. Elsewhere, carefully selected brands are being offered to licensees able to leverage them to best effect.

Recent examples of this include a worldwide master

Company Profile

an early contender for game of the year, as far as we’re

Elsewhere in games, Hasbro’s board game Hero Quest also continues to resonate among its modest but committed and enthusiastic fanbase, with support behind the game system offering fresh experiences for players both new and existing. And Cluedo: Treachery at Tudor Mansion, a fun twist on the traditional sleuthing gameplay that taps into both the escape room and crime-solving trends, has apparently become a Sebastian family favourite.

Joao was more able to talk about some of Hasbro’s content slate, which recently saw Dungeons & Dragons: Honour Among Thieves enjoy its red-carpet UK premiere. Toy World’s very own John Baulch was in attendance, (nearly) rubbing shoulders with Chris Pine, Michelle Rodriguez and Regé-Jean Page, and –along with many actual film critics – says the movie is very, very good. Hasbro has launched a full toy range comprising action figures, Dicelings, retro collectibles and licensed products including plush, food & beverage, offering something for a wide range of consumers. A self-confessed fantasy geek, Joao is also hugely looking forward to the June arrival of Magic: The Gathering’s Lord of the Rings: Tales of Middle Earth, as strong a licensing collaboration as readers are likely to see, and a range that is fuelling plenty of excitement among

Another June launch, and bolstering the eOne movie slate this year, Transformers: Rise of the Beasts arrives in cinemas next month. Early on, when the trailer first came out, this caught our attention as hugely toyetic movie with vast potential in the toy category. Directed by Steven Caple Jr. (Creed II), the film’s new Maximals characters – animal robots – have translated brilliantly into licensed action figures, while the film’s themes and 90s vibe also lend themselves to play sets, collectibles

Hasbro clearly has much to look forward to this year, but Joao nonetheless concedes that challenges remain, as they do for many companies in the current climate. A weaker than expected Q4 means Hasbro came into 2023 with a surplus of retail inventory, though the situation is being closely monitored and is improving. Q2 is likely to be slow, but as it stands, the second half of year is when we’ll see things really begin to pick up.

“I’m confident in our line-up for the rest of this year and that we’ll see a much stronger Q3/Q4 than we did in 2022,” explains Joao. “Keeping our brands intact is always a priority and we therefore tread carefully when balancing short term hiccups against long-term strategy

consumers visit stores and take part in really engaging classes. Granted, Apple is a different animal to Hasbro, but myself and the rest of the leadership team still want people to walk into a store and enjoy a memorable experience with our products. I’m very happy to see the likes of Hamleys, Game and Smyths pushing this from their side, and I know there are plenty more retail opportunities and experiences still to explore. Let’s make toy shopping fun and lean into all the knowledge and expertise our retail partners have to make shopping for Hasbro toys a play event in itself.”

Games remains a big part of the Hasbro business, one that Joao says the company is ‘bullish’ about. As a result, both the Wizards and Magic: The Gathering teams are being moved (metaphorically) much closer to the company’s Board Games team in a development that will create a true powerhouse category for Hasbro, and one that will be able to fully realise the as-yet untapped potential of the space. Action Figures is also a priority category. Hasbro enjoys long-term partnerships with licensors, plus unfettered licensing access to its

own Transformers and Power Rangers franchises and much more, making this a key pillar of the company’s turnaround strategy.

Creative brands continue to perform well, with the likes of Play-Doh showing considerable potential for growth and expansion, while Nerf will benefit from exciting plans set to introduce plenty of newness to the Outdoor category thanks to licensing agreements with the likes of outdoor specialist Franklin Sports. And PreSchool, of course, will remain a staple for Hasbro, with Peppa and PJ Masks continuing to lead from the front.

We asked Joao to outline some of the product and content launches he’s most excited about for 2023. As is so often the case, much of what he would have loved to tell us about is under embargo - but anyone who visited Hasbro’s bustling stand at Spielwarenmesse earlier this year could probably hazard a guess at some of his answers. Toy World’s Rachael Simpson-Jones had the pleasure of competing against Hasbro’s Craig Wilkins, senior vice president Marketing, EMEA & Asia, on one of the company’s new games – and it’s definitely

Joao went on to tell us that he firmly believes that despite its recent trials and tribulations, Hasbro is in a very strong position. As he puts it, if he didn’t believe that, he would have stayed at Apple. He’s very clearly a man with a plan, one that will help Hasbro realise its full potential, and he says that while change can be scary, particularly for a 100-year-old company, it can also be exciting.

“Walk around and talk to the brilliant people we have here at Hasbro, and you will immediately see that they’re keen for the company to be better, to evolve and keep pushing forward,” Joao says. “We want Hasbro to be a company where creatives can leverage all their skills against our amazing brands to come up with things that are new and special, and we’re attracting some really top-tier talent that’s doing just that. At the same time, we need to be focused on what’s working, willing to concede on what’s not, and accountable and committed to following through. But we can’t do it alone: our key retailers, licensors and licensees are a vital part of making Blueprint 2.0 happen. We’re undergoing a transformation but it’s a very positive one - and you’ll see that in the years to come.”

Distoy brings the toy community to London

Distoy is once again set to welcome toy companies and distributors from across the globe to London at the end of May. Toy World caught up with owner David Potter to hear about what’s in store for visitors at this year’s event.

This year’s Distoy event will take place from 30th May to 2nd June. During the four-day show, toy suppliers and distributors from all over the world will travel to London to view a selection of new ranges for which toy companies will be hoping to secure distribution deals.

It’s a simple premise, and one that has served the show well for many years. Distoy traditionally comprises around 200 different showrooms spread across two hotels in London – St James’ Court and St Ermin’s.

The show largely works on a "by appointment only” basis, with meetings taking place in a confidential environment behind closed doors. While retailers are not encouraged to attend, a handful of major toy specialists can usually be seen around the show, with their input helping distributors to decide which lines to add to their portfolios.

The number - and calibre - of people attending Distoy make it a highly efficient and cost-effective way to conduct business; the Distoy experience is an intense, but valuable four day showcase and meeting place.

Speaking to David Potter recently, he believes that the show will be back to its pre-pandemic best this year: “There are a couple of names missing, but many of our

Entertoyment

regular exhibitors are returning and we have added some good new companies to the event this time round, such as Tomy.”

There has been some debate on various social media platforms about the growth of the LA preview shows, and whether this would impact other trips and events, including Distoy, but David is confident that his event won’t be heavily affected: “ I have been hearing from a lot of European visitors that they would rather travel to London than LA, and with all the showrooms located in two hotels in close walking distance of each other, it is certainly a more user-friendly show. While European attendance remains a core element of the show, we are also expecting strong representation from Asia, the Middle East, Australia and New Zealand, North and South America and other international territories.”

I asked David what makes Distoy special, and he cited the format as one of its enduring strengths: “A key feature of the show is its intimacy – the networking value is incredible. Everyone is in one central place, and it has a friendly atmosphere which I would hate to

www.entertoyment.net | ogeday.samatli@entertoyment.net

St. James Court,

Room 413

Entertoyment, a Hong Kong based company that specialises in the Games category, will be showcasing its latest and most exciting products at Distoy this year.

As a dynamic player in toy industry, Entertoyment aims to be at the forefront of innovation by bringing new and exciting experiences to consumers all around the world. At the same time, the company aims to keep things simple, presenting games that are easy to learn and fun to play.

Entertoyment has launched several popular brands in the past, such as its Zombiezz collectible line and its Don’t be a Donkey, Loaded Lemons and Category X games. All have proven popular among consumers from various age groups and have gone on to be distributed in over 25 countries.

At Distoy, Entertoyment will be unveiling four innovative new products that promise to capture the attention of potential consumers. Spanning word games, action games and strategy games, the new titles offer something for everyone who enjoys gaming.

Following a break from showing internationally owing to the pandemic, the company says it is pleased to show at Distoy this year. To book an appointment, contact Ogeday Samatli on the email above or visit www.// entertoyment.youcanbook.me/.

meetings are so important: you see people bump into each other in the hotel lobbies, the coffee shops, the bars – even in the lifts!”

It's this convivial and easily workable environment which has seen David and his wife Madeleine resist the temptation to move the event to a larger exhibition venue – and he is also convinced that its London location remains a key draw: “Some people have suggested that we should consider setting up an event in LA, but we’re Distoy London and we’ll jealously protect that identity.”

At the time of going to press, David confirmed that the show was almost full, but given the flexibility of the hotel set-up, there is always the possibility that companies wanting to be involved can potentially be accommodated at the last minute. Anyone wanting to participate should contact David or Madeleine Potter at david@distoy.com or madpot@distoy.com

Over the following pages, you can see a selection of the companies which will be exhibiting at Distoy, while a full list of exhibitors can be found at Distoy.com, where

Special Feature

TCG Toys

1-647-588-8000 | jobrien@tcgtoys.com St Ermin's Hotel, Waterloo Suite

TCG Toys, a leading toy manufacturer in games, puzzles, bendable figures and toyetic playmats, has been busy securing beloved licences based on classic TV, movie and video game properties for its most successful product categories. The company has signed new deals with Paramount, WWE and more, and plans to introduce multiple new lines and extensions to lines for children and adults. The range based on Paramount is focused on an expansive renewal across Nickelodeon properties including Paw Patrol, Garfield, Hey Arnold and more. The deal also includes new properties, with TMNT and the MTV Moon Man TCG Toys featuring in the line-up. Products based on other hot movie and entertainment franchises include WWE’s 60th Anniversary, the new Barbie Movie and video game favourites Sonic and Assassins Creed.

Megamat playmats enhance vehicle and accessory play. Parents can rest easy knowing that Megamats offer kids a safe and durable play surface that is easy to clean and store. TCG Toys has renewed its Paw Patrol licence in time to celebrate the new movie and 10th anniversary, and will be introducing Teenage Mutant Ninja Turtles in time for the highly anticipated new movie, along with global powerhouse brands Barbie, Hot Wheels and Peppa Pig.

TCG Toys’ bendable, poseable, collectibles line will include WWE legends, WWE Superstars and a WWE 60th Anniversary Deluxe Pack along with Sonic, SpongeBob SquarePants and Miraculous. A Star Trek Captains Collection and Beavis and Butthead character bendables will be available later this year. Thanks to their bendable and posable bodies, the toys let kids bring their favourite collectible, poseable characters to life as they recreate exciting battles and adventures. Kids and kidults alike will enjoy this line.

Spin Flip is a puzzle toy that offers a unique and engaging challenge for everyone who loves brain teasers. With 360 degrees of puzzling, users spin and flip the toy to solve the puzzle. Spin Flip is just getting started, with two art series now available and a growing presence on social media. A fidget toy, puzzle and game in one, users can throw Spin Flip in their bag to play anytime, anywhere.

TCG Toys’ games line offers a variety of title for both kids and adults, with new games slated for release into 2024. Pik Qwik is an innovative, fast-paced take on the popularity of word games. On the kids’ side, popular licences have been integrated into the games alongside evergreen themes, meaning children can engage with their favourite characters in a fun and interactive way.

Overall, the company offers something for every child and family across a wide variety of characters, themes and play styles. Its value-driven price points mean parents feel confident in their purchase, knowing they are getting high-quality, engaging toys at an attractive price.

To book an appointment, contact Jeff O’Brien on the details above.

The Bean People

www.thebeanpeople.co.za | chris@thebeanpeople.capetown

St. James Court, Room 212

The Bean People has been making bath time fun since 1988. The company’s Bath Sprudels are unique children’s bath bombs that colour the bath water and reveal hidden sponge toy characters. There are over 200 uniquely designed sponge toy characters to collect across the range. The Bean People is also the creator of the Bath Bean, large dissolving capsules that melt away in the bath to reveal sponge toy characters.

All The Bean People products are handmade in an ISO 22716 (GMP) certified factory in Cape Town. The factory is home to over 90 women from Masiphumelele, and the company has a strong governance ethics underpinning all its employment relationships, earning it the SEDEX badge.

While The Bean People currently exports to a number of countries around the world, the company is looking to expand its market. Over the past years it has been exploring the UK toy market and is now seeking a formal distributor. To achieve this, The Bean People is exhibiting at Distoy 2023 where it will be launching its new generation rainbow Rocket and Star Bath Sprudels, both of which contain the characteristic hidden surprise.

Chris, Cohan and Daniel are looking forwarded to previewing The Bean People’s unique bath toys to the British toy trade. To book an appointment, please contact Chris on the email above.

Cayro

www.cayro.es krlos@cayro.es

St. James Court, Room 304

Cayro is a Spain-based family business that has been specialising in the development and manufacture of board games for almost 70 years, with three generations of the same family at the helm. The company offers a broad assortment of products ranging from games for the over-twos through to adult titles, spanning categories including Action Games, Family Games and Modern Games.

Cayro’s range of classic games is one of the widest on the market, with original and self-developed titles characterised by their high quality and reasonable price. These elements lend themselves well to high stock rotation throughout the year.

One of the most important features of Cayro’s games are their educational benefits. Combining fun with learning, each game includes explanatory sheets so the games can be used in schools as learning tools. Cayro aims to contribute to a better world by combining fun, learning and sustainable materials to create games for families that provide shared moments for all players.

Cayro takes sustainability very seriously, manufacturing its games with 100% FSC-certified wood. Its cardboard and paper are recycled, all paints are water-based, varnishes are organic and it has eliminated single-use plastics in its games. Any games that cannot be further improved in terms of sustainability are assigned the Play for Change stamp, a badge created by Cayro to identify the most sustainable games within its catalogue.

Several of Cayro’s games have won awards for their sustainability credentials, while others have been awarded Best Game or Best Educational Game by respected organisations. Rubbish Race, for example, holds a top honour from the Play for Change Awards, granted by the Toy Industries of Europe (TIE), and has also gathered awards for sustainability in both Spain and the UK.

Cayro will participate in Distoy once again, showcasing its latest releases for 2024 as well as the latest new products for this year. For more information, contact Krlos Mengual, expansion director, on the email above.

Diamant Toys

www.amav.com

St James' Court, Room 504

Diamant Toys/AMAV continues to expand its licensed products division, building on the success of its Paw Patrol and CoComelon ranges with the introduction of bespoke Barbie and Gabby’s Dollhouse lines.

Covering almost all of EMEA, these new collections include Diamant’s hero product, the GlowPad, which has sold over 12m units internationally and continues to be one of the best-selling items for every distributor that holds the range. With the addition of the Premium Glow Pad, these ranges have already been placed in GAS, Emirates, Spain, Italy, UK, Eastern Europe, US and Canada, and are attracting serious interest from other territories daily.

The Gabby’s Dollhouse line consists of almost 20 products created specifically for the brand, such as the Fluffy Diary, Glitter Domes, a Doodle Pad, the aforementioned Glowpads, art easels, colour-in backpacks, Glam Strands for hairand other items.

Diamant Toys/AMAV has also continued to develop its hero Keypsees and Magic Mermaids collectible lines. Now on their fourth waves due to their continued success, each line consists of new characters, new accessories and lots of surprises, with its own world of content in each box.

The company has also launched a line which took everyone by storm in Nuremberg. Glitz and Go is a collection of handbags shaped like dolls that can be designed and customised. Each comes complete with beauty accessories inside such as gemstones, stickers, hair chalk, glittery eyelashes, hair extensions and more. All are reusable, and the child can change the doll’s face with the beauty accessories according to their mood. Due to its constant innovation and attention to quality and design, Diamant has become a major player in the arts & crafts and collectibles sectors.

Special Feature

YuMe Toys

020 7921 0380 | ww.yumetoys.com | info@yumetoys.com

St. Ermin’s Hotel, Buckingham Suite

YuMe Toys, the international toy company that puts creativity and design at the heart of its business, heads to Distoy this May to showcase its internationally successful 2023 toys and collectibles lines and to unveil its brand-new lines for 2024. Ken Goodisson, and Daniel Petcu will be representing the company that is making waves across the toy industry thanks to its always-on innovation approach.

YuMe’s showcase at Distoy 2023 will focus on key lines covering AW23 and SS24. Series 1 of YuMe’s Disney 100 Surprise Capsules launched earlier this year, with novel design which celebrates Disney’s most iconic and loved characters from its 100-year legacy. Each capsule is packed with hidden surprises until the final reveal of a beautifully sculpted 2.5” collectible figure, which sits on a platinum pedestal that can either be played with or cherished for years to come. Phase 2 showcases a further 14 Surprise Capsules including two rare characters: Buzz Lightyear and Minnie Mouse. YuMe will unveil Series 2 of the blockbuster range at Distoy. Retailers are gearing up to deliver even greater sales as Disney’s celebratory marketing campaign ramps up worldwide during Q4 2023.

The second series of the Stranger Things Upside Down Capsules will also be on show. Following the sell-out success of Series 1 last year, the second series will introduce new, fanfavourite new characters such as Vecna, plus other treats. The popularity of the TV series is unwaning, as is the collectability of the new characters for the series’ global fan-base.

DZNR (pronounced Deeziner), YuMe’s high-design range of collectible soft toys which launched earlier this year, continues to grow. Distoy visitors will be able to see new designs under fan-favourite property portfolios such as Marvel, Netflix and Crunchy Roll, to name a few, all featuring bespoke artwork, styles and individual designs. New lines to be showcased at Distoy include Jujutsu Kaisen, Spider-Man, Transformers and Stranger Things.

Leading characters from the blockbuster anime TV series, Jujutsu Kaisen (JJK), whose second season launches in July, come to life in a range of “Cursed” collectible surprise capsules, squishies and bobble head collectibles. The design and intricate fabrication of these items captures the DNA of the increasingly popular anime property, and they are ideal for JJK fans of all ages.

In 2023, YuMe will be penetrating the Stationery category for the first time, and Distoy visitors will be able to view new

Among Us and Jujutsu Kaisen-branded school utensils. YuMe will also be unveiling a brand-new range of anime-licensed collectibles, featuring some of the most popular Japanese entertainment properties in the world. To book an appointment, visit: https://calendly.com/yumetoys/distoy-2023

Company Profile setting sights

Zuru, one of the fastest growing toy companies in the world, entered 2023 as the UK’s No.7 supplier and is enjoying continued stellar performances from brands including X-Shot, Rainbocorns, Smashers, 5 Surprise and Sparkle Girlz. Toy World editor Rachael Simpson-Jones caught up with Zuru general manager UK & Ireland, Will Collinson, about the company’s growth plans, its approach to content and marketing, and why its focus on value is winning over consumers.

with automated end-to-end production. You might be wondering what kit homes have to do with toys, but as Will explains, the sector of the business has resulted in a raft of proprietary technology that’s helping produce impressive new toys – but we’ll come back to that.

Founded in New Zealand in 2003 and now headquartered in Hong Kong, Zuru comprises three distinct businesses: Edge, Tech and Toys. While Edge focuses on the FMCG channel with brands such as Monday (personal care & beauty), Nood (pet care) and Rascal & Friends (baby care), Tech deals in design-it-yourself kit homes built

Of Toys, Edge and Tech, Toys currently remains the largest and most established business. Will has been with Zuru for eight of the company’s 20 years in the toy industry, during which time he’s seen it go from strength to strength. At the start of our interview, he played me a corporate Zuru video in which the company was variously described as agile, imaginative, disruptive and fast-paced. It also revealed that within a decade, Zuru aims to rank alongside the likes of Apple, Tesla and Google.

“We get that these could be considered lofty ambitions, but the owners set very high bar for success, believe in

Toy World 56

working at blistering pace, and that you never fail, you only learn; this mindset is one of the reasons Zuru has powered its way onto the toy scene over the last decade,” Will tells me. Zuru is family owned and operated, with Nick Mowbray (Zuru’s co-founder) very much the face of the business. Nick works closely with his older brother Mat (described as an engineering genius), to drive efficiencies from manufacturing, operational and product direction standpoint, as well the burgeoning product pipeline to discover the hottest next toy. From humble beginnings growing up on a dairy farm in Hamilton, New Zealand, the Mowbray siblings have created a toy empire worth billions.

Like many toy companies, Zuru has benefited in recent years from shifting consumer habits. Shoppers are spending less on experiences such as days out, and more on at-home entertainment such as toys and games.

Company Profile

and, like all toy companies, Zuru is having to reconcile that with its approach to content and marketing. Will has been working in toys for a little over 14 years and is still getting used to the fact that things have progressed to the point where Zuru is planning no terrestrial TV advertising for its major launches – instead, it is focusing on digital activation, leveraging the power of TikTok, on which Zuru is a leader. The company is working with the team at KidsKnowBest to gain insight into child and family marketing, and from this believes that digital marketing is the way to go.

Last year was one of Zuru’s best yet, finishing as No. 7 UK toy supplier (Circana), up from No. 10 four years ago, and although 2023 has been a little soft so far, the company is still showing double digit growth of +11% and is expecting big things from the second half.

Will explains: “We’ve got the ‘sexy’ stuff like Mini Brands (the No. 1 toy property on TikTok), which has been a huge success story over the past couple of years, as well as dominant core brand such as Rainbocorns, Smashers and X-Shot, all of which contribute to the sustainability and futureproofing of our business. Zuru is based on three pillars. Value - we look to disrupt a category and offer marketing-leading quality at highly competitive pricing; Innovation - we secure the global rights to major brands or develop them in-house; and Licensing - a small portion of our revenue, maybe 20%, but an area we’re leaning into more in order to realise what we believe could be significant share gains. We’ve expanded our distribution yet again, so our share of shelf is bigger than it has ever been, and while there are some other big players out there who are absolutely smashing it – I’m talking about the likes of Moose, Jazwares and some major newcomers in certain categories –we’re relentlessly focused on doing the things we do best.”

“The inflationary pressures the industry is facing are playing to our strengths in value offerings,” Will adds. “We operate the back end quite differently to other companies. When we identify a core category with a 5-7 year lifespan, let’s say, we tool that product to be made by machines, fully automated. Aside from Lego, we’re the only company to do so at scale and it pays off long-term.”

For Zuru, the little things are proving the biggest winners. Its best-selling collectible Mini Brands range has enjoyed three dominant years in the miniature toys space, arguably having paved the way for others to follow suit, finishing as 2022’s No.6 item in the total market.

refresh of Mini Brands, with surprising new partners and between 300-400 individual licences injecting fresh energy and excitement into the line.

Zuru’s Sparkle Girlz doll brand was acquired in 2018 from Hong Kong based manufacturer Funville. Since then, it’s been through various integration phases - the last of which takes place this year - and has also been considerably streamlined. Redesigned packaging and cleaner price points have turned it into a much more attractive proposition that’s been gaining market share year after year, at a time when the Dolls category has become increasingly competitive. According to Will, Sparkle Girls’ distribution will be doubling this year during the second half with the signing of two major new grocers, marking the jumping off point for significant brand extension that will offer consumers even more new designs and play patterns at even lower prices.

The company’s blaster brand, X-Shot, has enjoyed enormous growth over the past few years, doubling since 2019 with around 35% share of the market. X-Shot continues to push the boundaries of blaster play with innovation in water and darts. It also caters to a wide range of demographics, from Kidult, with its licensed Skins blasters, to X-Shot Excell, which encourages kids to hone their skills by blasting targets, not each other (something Will says is popular with parents).

“We heard feedback at September’s LA previews that we’re driving developments in this space,” Will tells me. “We launched X-Shot Skins last year, which is where our Tech home business has come in handy. We’ve drawn on our proprietary tile printing technology that uses special ceramics used to reproduce marble and wood effects, and this lets us print amazing patterns directly onto the blasters to add an element of collectability. Licensing has also been key to X-Shot Skins. We’ve seen phenomenal performance from Sonic, and we’ve picked up a lot of distribution for summer this year that should result in big things from our seasonal lines. I believe the best is yet to come on this brand.”

As with all its other brands, value is key to the success of X-Shot. Will claims the blasters offer the same quality and performance as other leading brands, but at a significantly lower price: this draws consumers in, and the quality turns them into loyal X-Shot fans. New for this year is the world’s first lockable blaster (perfect for kids wanting to stymy their siblings’ efforts to get in on the action) as well as the modular blaster range, Insanity. One of Will’s favourite launches, kids can collect all four SKUs to create a tripod-mounted dart-gatling complete with a dart ‘hoop’ and tactical scope. However, Will says that what competitors are trying to compete on is price - something he finds telling. He says: “You can only stick your head above the parapet for so long before people start shooting at you, excuse the pun.”

As most of us are aware, the media landscape has shifted and fragmented in recent years,

Similarly, Smashers and Rainbocorns content is driven largely by webisodic content. Both are among Zuru’s longest-standing brands within the company’s Innovation pillar and lend themselves to quirky, storydriven, engaging content that hooks kids into the brand and holds them there. Smashers content, produced by Moonbug (the studio behind CoComelon and Blippi) has just arrived in over 70m households via Amazon Prime, whilst Rainbocorns webisodes are supported by a brand-new music album, which is available to listen to on Spotify. This year also sees Zuru double its output of Smashers and Rainbocorns shortform content, with 23 and 24 new pieces on the way respectively.

Zuru’s retail partnerships have a part to play in its future success. The company works closely with the field marketing agency Expd8 on in-store merchandising in non-toy channels such as grocers and is also collaborating with toy specialists directly on experiential shopping, giveaways and launch events. It’s critical to recapture the magic of the toy shopping experience, says Will, be it in nationals or indies. Zuru has plenty planned for this year, including a Rainbocorns giveaway at Smyths which took place over the Easter weekend, and more on the way with X-Shot.

Zuru produces its own POS fixtures in-house. All retailers have to do is strip the carton off and the fully stocked unit is ready to go. Will says this is an example of how Zuru tries to solve common issues for its retailers, such as making full use of modest floorspace. Showcloud and Salsify, meanwhile, host assets which retailers can download and use as they see fit.

Zuru has clearly set its sights high. The company is already well into its spring/summer product development for 2024 and expects to realise significant growth – though Will does note that the waters of the toy industry are still somewhat choppy. Zuru is the only Top 10 toy manufacturer with a purely FOB business (no domestic warehousing) and while this has always been one of the company’s most competitive aspects, inflated container pricing has posed a challenge in recent years. Thankfully, container prices are now reverting to pre-pandemic levels. Elsewhere, economic uncertainty is still impacting the sector, though for value-driven businesses like Zuru, which leans heavily into the sub£20 bracket, this also presents an opportunity to attract new consumers.

“I wish I had a crystal ball – I’m sure we all do –but despite the economic uncertainty, we expect to strengthen our position even further in the coming years,” Will tells us. “Long-term, our ambition is to break into the Top 5 suppliers. That might seem an arbitrary goal, but many in the toy industry will know that we’ll have to overtake some very big names to achieve this. Zuru is lean on the ground in terms of the way we operate. We’ve got a lot of small satellite offices across the globe, the UK being no exception, bolstered by bigger offices in LA, China and New Zealand, and a global workforce of over 5,000 full time team members. We’re all about having the right people on board, and we’ve assembled a world-class team of individuals who have a real passion for what we do, as well as our long-term vision, so we’re excited for what’s to come.”

Dolls are ready for their close up

Although the Dolls category didn’t enjoy the strongest of years in 2022, there’s no denying that this year heralds a raft of exciting new toys and a groundbreaking content slate that promises to bolster demand in the months ahead. Toy World speaks to a selection of leaders in the space to find out how their brands represent and resonate with today’s kids, why film and TV is driving sales and how toy trends are shaping new lines.

Welcome to the Year of Dolls. With Barbie ready to enjoy her biggest moment in the spotlight for decades, and Monster High: The Movie 2, The Little Mermaid, Trolls 3 plus other major movie releases slated for the coming months, front cover star Mattel is understandably excited about its burgeoning Dolls portfolio. As Lisa McKnight, EVP, Global Head of Barbie & Dolls Portfolio at Mattel, Inc. explains in our exclusive interview (page 64), the company is confident that that the sheer number of shoppers seeking dolls this year - whether Mattel products or otherwise - will grow the category and benefit all companies with ranges in the space.

Mattel has launched several new lines for 2023, not least of which is My First Barbie, a new pre-school segment. Kelly Philp, director of marketing, Mattel UK, tells Toy World that the launch of the new Disney Princess and Frozen ranges has introduced excitement and innovation to its portfolio in the form of classically reimagined core and small dolls, plus the innovative new ‘reveal’ line, while January’s Monster High launch comprises dolls and play sets supported by content on Nickelodeon.

Of course, Barbie, Disney Princess and Monster High aren’t the only doll brands supported by content this year. Flair GP’s animated Trotties series is now airing on Pop! and supported by a dedicated app, while Bandai’s licensed Miraculous doll range will benefit from an animated feature length Miraculous film, Ladybug & Cat Noir: The Movie, slated to hit screens in July.

IMC Toys, the company behind the Cry Babies and Cry Babies Magic Tears doll brands, says a strong focus on content is built into the company’s DNA and therefore steers product development. Kerry Tarrant, UK marketing manager at IMC Toys, says: “Taking this approach enables us to create great synergy between what kids see on screen and the product on-shelf. Storytelling is key for the Cry Babies brand: having a strong link between content and product helps kids recreate those stories at home as well as encouraging them to make their own Cry Babies stories too.”

The company’s latest launches come in at an even more accessible price point and also introduce fans to new play patterns and themes. The new Loving Care range launched this spring/summer alongside the new Tiny Cuddles range, which allows fans to take their Cry Babies character with them wherever they go. BFFs, meanwhile, aged-up fashion doll versions of the beloved core Cry Babies characters, welcomed Series 2 in spring, supported by influencer marketing to raise awareness of the range. Kerry tells us the characters across its brands are refreshed each season depending on the theme of the content, but always have their roots firmly in nurturing play.

Zapf Creation’s Baby Annabell and Baby born brands continue to maintain the No. 1 and 2 positions in the UK nurturing doll market. Both have decades-long legacies: 2021 saw Baby born celebrate its 30th birthday while 2023 marks the 25th anniversary for Baby Annabell.

“The longevity of these brands is testament to the fact that Zapf Creation is a leader within the industry and

that our products are truly loved by children,” comments Ellie Moore, sales director at Zapf Creation UK. “To celebrate Baby Annabell’s 25th anniversary, we are launching a brand-new Baby Annabell Interactive Doll in autumn with more interactive features than ever before, and brand-new accessories. The new Baby Annabell Interactive dolls will retain all the most popular features from the last 25 years, but we’re adding an innovative baby gym element for even more lifelike and nurturing play. For the past 25 years, Baby Annabell dolls have fascinated children, generation after generation, and we’re excited to develop this even further during an exciting time for the brand.”

MGA Entertainment, Zapf Creation’s parent company, is likewise driving its doll brands forward by tapping into trends and crazes. According to Circana data, L.O.L. Surprise! is currently the No. 2 Fashion Doll property and is the No. 1 property in the Playset Dolls & Accessories market. The brand’s success, according to marketing director Michelle Lilley, lies in its engaging reveals and surprising unboxing experiences. Michelle says these have always been one of the brand’s unique selling points. Recent launches include the new Sooo Mini! Range, which offers several unboxing opportunities, and the new Sunshine Makeover collection, which allows fans to explore all-over colour change transformations powered by sunlight.

Another MGA brand, Rainbow High – the No. 1 fastest growing fashion doll brand – has inclusivity and representation at its core. Since it launched in 2020, each of the brand’s collections have included characters with

Mattel - Barbie

a wide variety of skin tones and visible differences. Last year, MGA launched Delilah Fields, who has albinism, and Jewel Ritchie, who has vitiligo, while the newest collection, out this month, includes Victoria Whitman, who has head-to-toe freckling. Upcoming launches will see the brand go right back to its roots, but with a ‘thrilling’ twist, while a new play set will focus on inspiring creativity.

The Rainbow High animated series (which has racked up 1.5b views and counting) and toy line go hand-inhand. Michelle explains: “One aspect we’re particularly proud of is how the core values of the brand – inclusivity, representation and self-expression – are clear in both the toy line and in the animated series. Echoing the trials and tribulations of young life faced by fans of the show, the animated series is character-led, focusing on friendships and creative expression. We know how important it is to children’s self-esteem that they see themselves and their lives and situations represented both in the toys they are playing with and the shows they are watching.”

When it comes to dolls, everyone knows representation matters. Over the past few years, we’ve seen big names in the category introduce ever more skin tones, body shapes and disabilities/physical differences into their toy lines, ensuring kids see themselves in everyday play. Zuru, for example, recently unveiled enhanced diversity within its Sparkle Girlz brand, which now offers kids a wider choice of skin tones: readers can find out what else is happening with the Sparkle Girlz brand in our exclusive interview with Will Collinson, Zuru’s general manager UK & Ireland, on pages 56 and 58.

We’ve also witnessed smaller companies make waves in the Dolls space with their own inclusive and representative lines. Bibinee Dolls offers a range of charming plush characters in black and brown skin tones with hairstyles including afro. The company notes that a soft-bodied doll is often the first toy a child will receive, which offers parents and gift-givers an opportunity to normalise the joys of diversity early on, ensuring young kids form positive ideas about the people they’ll meet during their lives.

One of the company’s founders, Stephanie Mensah, says black and brown dolls no longer need be hard to find or side-lined. She adds: “A child who sees themselves represented in a doll grows to love themselves and appreciate their skin, hair, features and culture. Playing with a doll that has a different skin tone or hair type, but is just as beautiful as you, cements the fact that beauty comes in many forms. Bibinee Dolls addresses this important need by making our dolls accessible and affordable, and offering a wonderful play experience.”

The Desi Doll Company also addresses a growing need

there are 3.9m Muslims in Britain - that’s 6.5% of the population, not a demographic to be overlooked. Having started with just two dolls 14 years ago, the Desi range now offers 17 different dolls that reflect a wide array of Muslim children, from their skin tone and clothing to hobbies and interests. Many of the dolls use poem or song to interact with kids, to teach them about the Islamic faith or simply to share their interest and likes, while others have been developed to help break down negative stereotypes of Muslim culture, making them an excellent gift for Muslim and non-Muslim children alike.

The dolls are now stocked by major retailers including

Selfridges, Asda and Morrisons. However, Farzana feels other retailers are missing out, particularly during periods such as Ramadan, when Muslim parents seek special gifts for their children.

“Retailers are slowly becoming more receptive to diverse and inclusive doll ranges - but there are still challenges,” she tells us. “While the initial challenge is usually trying to connect with the right category buyer (and then trying to get a response), the next challenge is overcoming the lack of understanding. Some buyers tell us they can’t consider our doll range as they don’t currently have dolls representing any other faiths - I must admit this is particularly frustrating. Any doll range has to start somewhere, and who knows: dolls representing other faiths will most likely be introduced to the market if there is a demand. Selfridges onboarded the Desi Doll brand last summer as a 365-day range in all three of its stores in London, Manchester and Birmingham. Sales have been so strong that it recently added another six lines, making the department store the largest mainstream retailer of Desi Doll toys in the UK, with a fantastic display showcasing a range of 20 different SKUs.”

Elsewhere in the category, we’re seeing new role play lines from Simba Smoby UK including the Steffi Love Beach Car, Steffi Love Pet Doctor, Evi Love Best Friends and Evi Love Bunk Beds; squishy, stretchy, collectible introductions to the Dolls aisle in the form of Character Options’ new Jelli Crush range; on trend fantasy dolls with Magicbox’s KookyLoos Mermaids and fabulous homes for discerning dolls from KidKraft, such as the Uptown Dollhouse, Juliette Dollhouse and Chelsea Doll Cottage. Readers can find out about all these ranges in the coming pages, as Toy World takes a look at the latest additions to this evergreen category.

IMC Toys - Newborn Coney

The Year

of Dolls Special Feature

Mattel, which counts powerhouse brands such as Barbie, Monster High, Disney Princess and more among its impressive portfolio, is celebrating the ‘Year of Dolls’ in 2023. Toy World sat down with Lisa McKnight, EVP, Global Head of Barbie & Dolls Portfolio at Mattel, Inc., to chat about everything that’s in store in the months ahead.

Adir. The film is a smart, razor sharp take on the brand and is set to accelerate the franchise far beyond toys into beauty, apparel, home décor and other adult lifestyle products.

“We couldn’t be more excited about 2023,” Lisa told us over lunch at the Mattel stand in Nuremberg back in February. The place is absolutely heaving: it’s almost hard to hear what Lisa has to say above the hubbub of visitors, all vying enthusiastically for a piece of the company’s impressive doll action.

As far as Mattel is concerned, it has the doll portfolio to beat. That’s not to say its command of the space is to the detriment of others – indeed, noting that the Dolls category lost some ground last year, Lisa feels strongly that Mattel’s Year of Dolls, and all that comes with it, will benefit everyone in the space by driving category growth and boosting consumer awareness of, and demand for, dolls.

“What makes 2023 so unprecedented is the theatrical support we’ve got in place,” Lisa explains. “Typically, this is an area you see fuelling categories such as Action Figures. But dolls? Not so much.”

The Barbie movie, which arrives in UK cinemas in July, is not just one of the Mattel’s biggest moments of the year –it’s one of 2023’s biggest film releases full stop. Directed by Greta Gerwig and based on a script she wrote with Noah Baumbach, the cast includes Margot Robbie as Barbie and Ryan Gosling as Ken, as well as Will Ferrell, Issa Rae, Kate McKinnon, Simu Liu, Michael Cera, America Ferrera, Ncuti Gatwa, Emerald Fennell, Rhea Perlman and Kingsley Ben-

“The movie will bring us more adult fans, but we’re also skewing much younger with the introduction of My First Barbie,” adds Lisa. “We successfully partnered with Little People last year on a Barbie Dreamhouse play set for preschoolers, so we knew the audience was there and hungry for a Barbie doll range suitable for kids of that age. My First Barbie caters to this demand with large accessories, Velcro fashions, a larger, softer body and closed hands for frustration-free dressing.”

Away from Barbie and the Barbie movie, there’s a raft of Disney releases to look forward to this year. A live action The Little Mermaid, starring Halle Bailey, modernises the classic tale with new songs and a relatable plot that centres on finding one’s purpose and place in the world. Peter Pan and Wendy hit the big screen at the end of April. And on top of all this, there’s the hugely toyetic Trolls 3 from Universal Pictures, which Lisa describes as a ‘doll designer’s dream’. Added up, it’s clear to see why the Mattel team is fired up about this year.

Of course, it’s not all about the glitz and glamour of the big screen: Mattel’s new feature-length Monster High TV-movie (the sequel to October 2022’s Monster High The Movie), is slated to arrive on Nickelodeon and Paramount+ in November following the official UK brand relaunch. Adult fans of Monster High – known as ‘alumni’ to Mattel –were treated to a tight range of collector items in autumn of last year, while the core toy range, aimed at ‘students’ (child fans) is now rolling out globally and will be present in all target territories by the end of 2023.

“Monster High’s story and brand purpose has never been more relevant: it’s all about inclusivity and celebrating what

makes you unique,” Lisa says. “It’s also very different from Barbie and Disney Princess. We have a number of really exciting brands that complement rather than cannibalise each other, cover a variety of thematics and play patterns, and reach a lot of kids. We’re innovating within all our own-IP. Setting aside the juggernaut theatrical calendar for this year, Polly Pocket continues to perform well thanks to strong innovation and surging demand for her micro-scale. Polly is also moving into collector with a range of products for grown-ups that tap into 80s nostalgia.”

Mattel has secured the Friends licence for this range, recreating the iconic Central Perk coffee shop from the show as a Polly Pocket compact complete with microscale versions of Ross, Rachel, Phoebe, Chandler, Joey and Monica.

Lisa says Mattel’s retail partners are hugely engaged with what’s coming through for this year, and that they appreciate the way the company’s product range appeals to a wide variety of consumers across the generations. Toy launches and tentpole activations are also spread nicely throughout the year, meaning partners needn’t choose one brand or property over another: each is being given its moment to shine, and each retailer is therefore being given its moment to capitalise on demand by creating space in-store and on-shelf to make the most of a full product assortment.

“The first My Little Mermaid toy release hits shelves at the end of May, then it’s July for Barbie, then end of November for Trolls 3,” Lisa explains. “Going back to what I said earlier, this approach is good for the Dolls category and the industry as a whole. There will be a lot of shoppers out there this year looking for dolls, and if Mattel and other leaders in the space can provide them, then everyone – from the manufacturers right through to the end

Rockabye, baby

the Baby born Bear. Launching later this year, Baby born Bear offers children creative role-play and dual play experiences within the existing Baby born Magic doll range.

within the new collectible Baby born Minis range.

decades-long legacies, maintain the No. 1 and No. 2 positions in the UK nurturing doll market, which is testament to their continued popularity amongst children.

Zapf Creation is a leader within the industry and our products are truly loved by children. Play patterns have remained the same throughout both brands’ histories, and both the Baby born and Baby Annabell dolls are designed to encourage nurturing role-play and build on children’s imaginations. Our Baby born 43cm Magic dolls and Baby Annabell 43cm dolls provide children with an array of lifelike features. The Baby born Magic 43cm dolls have 10 functions, from magic eyes that open and close to drinking and eating features. Similarly, the Baby Annabell 43cm dolls boast an array of functions such as crying tears and realistic mouth movements.

How do this year’s launches evolve the Baby Annabell and Baby born brands?

We have some exciting launches coming up this year, as Zapf Creation continues to build on its current portfolio in the toy market in line with current trends. We aim to maintain our leading presence in the nurturing UK doll market, whilst providing customers with products that offer even more options for role-play and support cognitive development.

Baby born is delving into the ever-growing plush space with the launch of Baby born’s new best friend,

Baby Annabell introduces new products to the toy space, including a new Baby Annabell doll with more interactive features than ever before, and some new accessories. The new Baby Annabell Interactive dolls will retain all the most loved features from the last 25 years, but an innovative baby gym feature will bring more nurturing play to life. Baby Annabell’s 25th anniversary, meanwhile, will mark the celebration of the Baby Annabell brand and its successful evolution. We will continue to support retailers throughout this exciting period with PR and marketing campaigns, including influencer engagement, social media activity and TV.

At this year’s Toy Fairs, Zapf Creation showcased a new range of cute collectible dolls and accessories: Baby born Minis. What is the thinking behind this brand extension?

We want to continue to keep producing quality toys whilst staying on top of trends. When looking at data and analysing growing trends, we could see the mini category was one which would resonate well with our audience.

The Baby born Minis range is an extension of the much-loved Baby born brand, which is aimed at older children. We hope the new Minis range brings kids hours of fun to by allowing them to take their Baby born adventures anywhere they go. The range has been really well received at trade shows.

What info can you share on Zapf Creation’s ongoing sustainability commitments?

In January 2021 we made a commitment to care for children and the planet with the roll out of our plasticfree packaging initiative across both Baby born and Baby Annabell. As part of this pledge, we made the move to create packaging made wholly from plastic-free materials. We’ve even managed to maintain this pledge

Since the start of our sustainability initiative, Zapf Creation has cut production of single-use plastic by over 65 tonnes. This year we have introduced new showbox packaging – unique packaging without the need for a traditional plastic window. The design of the box allows children to see and touch the doll before buying, offering a heightened buying experience for children and parents. However, it was important for the brand to be as sustainable as possible across all areas of production. Therefore, packaging sizes have also reduced, increasing efficiency and cutting down the environmental impact of transportation and storage of Zapf Creation products.

What advice do you have for retailers on ranging and advertising your doll brands in-store and on their websites?

We know that our customers love our dolls. It is important for retailers to stock products that truly resonate with children. To offer the full Baby born and Baby Annabell brand experience, retailers would benefit from ranging our varied assortment of accessories and clothing alongside the dolls.

Additionally, we recommend retailers stock our brands prominently on the shelves with the open box packaging displayed. This allows customers to get a real feel for the products they’re purchasing, whilst also being able to shop more sustainably.

Finally, product that enhances the child’s play experience is key to ensuring customers are satisfied. Baby Annabell provides children with a range of options which are ideal for nurturing routines such as bedtime routines with the Sweet Dreams collection, whilst Baby born is ideal for imaginative role play with fun products such as the Baby born Bath Time range.

Finally, what single new launch are you most excited about for this year?

That’s a tough question, given the amount of exciting brand extensions we’re launching. I’ll pick two: the Baby born Minis and Baby born Bear. Both are new sectors for us and mark a huge step forward for Zapf Creation as a brand.

Ellie Moore, sales director at Zapf Creation UK, tells Toy World all abouts the company’s latest launches as it prepares to celebrate Baby Annabell’s 25th anniversary.

Zuru

sales@zuru.com

Since its acquisition of popular Dolls brand Sparkle Girlz, award-winning toy designer and manufacturer Zuru has developed a consistent evergreen positioning within the Dolls category, offering a quality-driven line with accessible pricing.

A brand refresh and packaging refinement make for an appealing display at retail, alongside the introduction of new face and body sculpts combined with expanded diversity to include varying skin tones across its range of sub-sections. Complete with new eco-friendly and innovatively designed packaging, the pocket-money range of Cupcake and Cone dolls provide desirable impulse purchase opportunities with immediate stand-out on shelf. Both ranges include an assortment of fantasythemed collectible characters small enough for children to play with on the go. There are also Mini Cupcake Playsets available that come complete with a Cupcake Doll for extended play and value for money.

Sparkle Girlz Fashion Dolls are available to collect individually or within lifestyle and fantasy-based play sets, all competitively priced to offer consumers an affordable collectible line. The play sets - such as the Dog Walker, Pet Clinic and Princess Doll with Horse & Carriage – offer themed play options, tapping into children’s individual interests while allowing them the freedom to create their own scenarios and extended worlds. The hero Sparkle Girlz Fairy Doll with Unicorn play set includes a fashion doll with a removable outfit and fairy wings, accessories and a light-up unicorn.

Designed to inspire imagination and fantasy role-play, the 18” Large Doll collection includes dolls with long hair for styling and removable, interchangeable outfits. The 13” Toddler Dolls, Sparkle Girlz Cuties, provide younger children with a magical experience. Each doll is interactive and comes with Cutie Rainbow Colour ID Wand which can detect over 15 different colours. Kids simply press the back of the wand against an object: it will then repeat back each colour detected.

Sparkle Girlz Styling Heads extend the brand journey by providing an alternative play pattern. There are four different styling head combinations to choose from. Each includes a Styling Head with Rooted Hair, plus accessories such as a hairbrush, clip-on coloured hair highlights, hair bands and jewellery.

Zuru has created a sub-brand with its new Sparkle Girlz Unicorns, extending on-shelf presence and consumer choice beyond the traditional doll sector. These brightly-coloured collectibles include long manes and tails, combining fantasy with traditional styling play patterns. Core lines include the pocket-sized Baby Unicorns and the poseable mediumsized Sparkle Girlz Unicorn, while a Large poseable Unicorn doll, Styling Head and Unicorn Family 3-Pack provide additional choice at varying price points.

Simba Smoby Toys UK

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

New Steffi Love lines for autumn/winter include the Steffi Love Beach Car and Steffi Love Pet Doctor. Dressed in a cute summer outfit, the Steffi doll can be placed in the open-top sports car and taken for a drive when the weather gets warm. The Steffi Love Pet Doctor set comes complete with Steffi dressed in a medical outfit and a puppy figurine for her to treat, plus a treatment table and medical accessories.

Evi Love, Steffi’s younger sister, also welcomes animal and vehicle play to her new line-up. Strong sellers in the range include Evi Love Best Friends and Evi Love Bunk Beds. Kids can join Evi and her best friend on a tricycle ride with the Best Friends play set. The best buddies wear cute summer dresses: Evi’s dress is pink and has bumblebees on it, while her friend’s dress is stripey with a butterfly print. With the Evi Love Bunk Beds, kids can enjoy nurturing play as they tuck the dolls into bed. Both wear pretty night-dresses, and each bed comes with a pillow and blanket.

Zapf Creation

0845 0533 333 | www.mgae.com

The ‘mini world’ is predicted to be one of this year’s top trends, and as the collectibles category becomes even more competitive, Zapf Creation is entering the space with a new range. An extension to the muchloved Baby born brand, Baby born Minis are set to hit shelves later this year.

Perfect for children to play with on-the-go, the 6.5cm Baby born Minis Babies have either a colour change feature or a metallic colourway, and each come with their own cute pet companion. The interchangeable hair accessory. All Baby born Minis dolls have moveable arms, legs and heads. With each doll having their own personality such as funny, playful and brave, plus their own interests, the range is set to stimulate key areas of discovery for children including outdoor fun, motion and creativity. There are also eight play sets available including a Highchair, Bathtub, Deckchair, Scooter, Horse Fun Set, Working Stroller, Birthday Table and Furniture Set. The majority of these play sets come with an exclusive doll. Launching this September, meanwhile, is the Baby born Minis Campervan with the exclusive Jasmine Minis doll. The Campervan is highly detailed and opens to reveal a decorated kitchen, seating area, bedroom and bathroom. Aimed at children aged three and over, and available to buy as a standalone product or as a twin pack online, the Baby born Minis Babies and Sisters and Brother dolls come inside the company’s new ‘Showbox Open’ packaging, allowing children to see inside and choose their favourite character. The packaging will showcase the vibrant colours of the products while also being plastic-free, in line with the brand’s sustainability commitment.

Each doll in the Baby born Minis line comes complete with a collectors’ sheet, helping children to add all the characters from the range to their collection and keep track of it as it grows.

The new launch will be supported by a 360-campaign including linear and non-linear TV, in-store activations and influencer support. With green credentials becoming a major area of focus across every industry, Zapf Creation is leading the way in frustrationfree packaging which is also sustainable and recyclable. The brand’s plastic-free commitment is a direct response to consumer research and demand, delivering a unique unboxing experience which puts the child in charge and allows more time to play. Zapf Creation launches new product lines every season, maintaining a stream of innovation in the category whilst staying true to the brands’ core values: doll role-play and sustainable corporate responsibility.

07947 944 196 | www.bibineedolls.com | bibineedolls@gmail.com

Rooted in a belief that representation matters, Bibinee Dolls seeks to diversify toy boxes with cuddly black and brown plush dolls that reflect our wonderfully diverse world.

The founders of Bibinee Dolls have previously struggled to find soft plush dolls that represented their own children, and as cuddly toys are some of the earliest additions to a child’s toy collection, they felt plush toys could play an important part in normalising the fact that beauty is found in all races. Bibinee also feels strongly that playing with and cherishing dolls is just as important for boys as it is for girls. The company’s boy dolls represent positive black and brown role models, which it says are required to change negative societal stereotypes and to fill a gap in the toy market.

Bibinee dolls are non-toxic and made of the highest quality fabrics, with no detachable parts and therefore no choking hazards. The dolls are CE and UKCA certified. And because Bibinee loves the planet as much as it loves its consumers, it ensures its dolls are sustainably sourced and satisfy all environmental requirements.

There are currently nine black and brown girls and boys in the Bibinee Dolls range. Mabel is the signature doll, while Amirah wears a cute pink hijab. Kojo and Reiss are the two cool dudes in the collection. There is also a genderneutral rainbow baby doll, Skye, for those who have suffered losses during their parenthood journey.

Ideal for kids that love packing their own bag for nursery, Bibinee also offers playful bundle sets comprising a detachable doll and a soft, adjustable rucksack.

The company holds its stockists in high esteem, recognising they are the conduit for promoting Bibinee’s message of love, diversity and inclusion to consumers. The company therefore goes above and beyond when working with them to ensure all their requirements are satisfied. A dedicated account manager is assigned at the very beginning of a new relationship, who works with the retailer to really understand their customer base. Suitable terms that work for both parties are negotiated, and samples and supporting materials are provided so they can immerse themselves in the world of Bibinee Dolls and be able to coherently explain why representation matters to their customers.

Bibinee says its passion for what it does is palpable, and this passion can be felt throughout the relationships it builds with its suppliers. The company responds to queries, requests and feedback quickly and is only a call or message away throughout the buying experience, from initial enquiry to safe delivery.

Fans of the expressive and collectible mini-doll range KookyLoos can look forward to more fun themes and product developments this autumn/winter, including the launch of KookyLoos Mermaids and the KookyLoos Glitter Glam Series. The Glitter Glam Series will bring a generous sprinkling of sparkle to the KookyLoos range with 12 new dolls to discover, each presented in a newly shaped box. Each of these characters has the same expression-changing feature kids love: one doll, with three unique faces. Kids can change each doll’s facial expression with the swipe of a finger. Each Glitter Glam doll comes with chic clothing items and accessories that kids can unwrap from cute paper bags. Glittery themes waiting to be unboxed include Glitter Fantasy, Glitter Geeks, Glitter Gala and Glitter Divas.

Kids will also be able to dip their tail fin into the fantastical world of KookyLoos Mermaids, where there are four enchanting new characters to meet. Each comes hidden in a multicoloured iridescent shell which doubles as a purse for on-the-go play. Opening the shell reveals a magical play set where the Kooky Mermaid lives. A special hidden section has more surprises in-store. Children will love finding and opening the beautiful pearl, inside of which they’ll find their mermaid’s pet. Each doll comes with accessories and two outfits - a stylish dress and a magnificent mermaid’s tail – perfect for a Kooky Mermaid makeover. Magicbox has made a serious commitment to deliver affordability, good margins and high-impact marketing, whilst also phasing out

IMC Toys

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

IMC’s fashion doll range, BFF by Cry Babies, comprises ‘grown up’ versions of popular Cry Babies characters. Series 2 launched this spring with four new characters: Bruny, Daisy, Jassy and Hannah. All feature in the latest animated series, which airs on Kitoons and Nick Jr. Each doll comes with a unique and vibrant outfit interchangeable with other BFF dolls, plus 15cm long coloured hair, six points of articulation, crystal eyes and tube style, unboxing inspired packaging.

Bolstering the core Cry Babies line later in the year is the interactive Newborn Coney. Combining a much-loved Cry Babies character with all the realistic features of a newborn baby, Newborn Coney makes over 20 baby-like sounds, closes her eyes when laid down and comes with six nurturing accessories: a dummy, baby bottle, identity bracelet, personalised blanket, rattle and a magic bracelet which enables kids to comfort Coney in their arms whilst wearing it. Designed for children aged 18+ months, Newborn Coney has a lightweight and super soft body, and her cheeks glow before she falls asleep.

Continuing with the nurturing play theme, Goodnight Dreamy also joins the autumn/winter 2023 line-up. Dressed in cute unicorn themed pyjamas, this soft bodied version of the best-selling Cry Babies character plays up to 10 minutes of soothing lullabies when her tummy is pressed and also ‘cries’ LED tears: these stop when her dummy is placed in her mouth. Goodnight Dreamy’s head also glows softly, making her perfect as a night light as well as a comforting

Mirroring the Tropical Island theme seen in the new episodes of the Cry Babies Magic Tears animated series, currently streaming on YouTube and Prime Video, the beach-themed Cry Babies Magic Tears Shiny Shells arrive this spring. Each of the seven characters comes inside a pearlescent Shiny Shell capsule, offering a glimpse of the character inside before purchase. The dolls cry frothy, sea foam tears and come complete with more than nine surprise accessories hidden within the sand at the bottom of the capsule. Autumn sees the introduction of the new Cry Babies Magic Tears Stars theme. New additions will include two key design features set to become standard for the Cry Babies Magic Tears dolls going forward; removable silicone outfits and transparent, ‘non-blind’ packaging. The Talent Babies are dressed in outfits that reflect their talent: for example, Coney is dressed as a baker. As well as crying real tears when their tummies are squeezed, each doll includes five accessories and comes in transparent, star-shaped packaging for added impact on-shelf. Inspired by the animated content, which sees the Cry Babies in charge of the stars, the Jumpy Monsters wear removable monster suits and ride vehicles that really jump. Reflecting the monster theme, each character cries slime tears and comes with more than seven monstrous accessories.

Also featured in the Cry Babies Magic Tears animated series are the Star Houses, which transform from a vehicle to a segway, and light up and glow in the dark when filled with water. Available in three different colourways – purple, pink and teal - each of the Star Houses comes with a different Cry Babies Magic Tears character and nine surprises.

Mattel

01628 500 000 | www.mattel.com

Mattel presents an impressive range of dolls and collectible toys in 2023 from its portfolio of world class brands, including Barbie, Disney Princess & Disney Frozen, Polly Pocket and Monster High.

This year, Barbie has introduced My First Barbie to its range. The first-ever Barbie doll specifically designed for pre-school-aged children, the range includes core dolls, fashion packs and play sets. Kids can also enjoy even more unboxing fun with the new Barbie Cutie Reveal Jungle Series, which includes an elephant, monkey, tiger and four surprise bags in each package. Barbie expands the Color Reveal range with the new Sweet Fruits Series.A doll with a colorful mermaid tail is guaranteed, but each doll's look remains a mystery until revealed.

The Barbie brand continues to encourage children to imagine their futures and play out new and familiar careers with its careers segment. This year sees the addition of the Marine Biologist Doll to the range, while adding magic to the fairytale range is the Twinkle Lights Feature Ballerina.

Mattel welcomes the Disney Princess and Disney Frozen range to its portfolio this year, with new lines including core doll assortments, small doll assortments and exciting reveal assortments on the way.

The Disney Princess and Disney Frozen Core doll ranges include a posable fashion doll shown in her signature look. The small doll assortments include doll houses fit for adventure in a charming small scale which fans can collect and stack. The Disney Princess Royal Color Reveal dolls and Disney Frozen Snow Color Reveal dolls offer an exciting unboxing experience inspired by the beloved characters, with six magical surprises in each package. K ids start the fun by opening the tube and pulling out a mystery doll covered in Color Reveal coating, plus three bags with hidden surprises, before watching the magic happen.

Polly Pocket, the original micro doll, adds new themed compacts to the Pocket World Assortment, including the Somethings Sweet Cupcake, Camp Adventure Llama, Pinata Party and Doggy Birthday Bash compact. Each set includes two dolls with new articulation. Five moveable joints offer richer pose and play action.

Monster High is back this year with a ‘fangtastic’ new line of Monster High dolls and play sets. The range includes key characters Draculaura, Clawdeen Wolf, Frankie Stein, Cleo DeNile and Lagoona Blue. Kids have always connected with the way Monster High dolls use their freaktacular style to express what makes each of them unique, and this new set of dolls for the next generation of fans appeals to contemporary trends with more vibrant colours. In addition to the new dolls, two play sets in the range will inspire storytelling: Ghoul Mobile and Clawdeen’s Bedroom.

Finally, new characters are added to Mattel’s Harry Potter doll assortment including Draco Malfoy and the Luna and Patronus set. Each doll looks just like the character from the iconic film series.

The Desi Doll Company

07769 694 655 | www.desidollcompany.com

The Desi Dolls collection, which includes interactive dolls which teach kids about Islam, began 14 years ago with only two dolls, Aamina and Yousuf, when owner Farzana Rahman wanted her children to learn about their faith through play. Aamina and Yousuf, which the company says are best friends to many children around the world, teach the essentials of Islam to little ones through popular Islamic phrases and fun songs, and continue to be the flagship dolls for the range.

The 17 dolls now in the range come wearing different dress attires including jeans and Middle Eastern styles for girl doll and boy doll options, which come in different skin tones to represent the diversity of Muslim culture.

My Little Muslim friends are six character dolls created to show that Muslim kids like to have fun just like any other. This collection was created to encourage children of all faiths to enjoy them together and help break down negative stereotypes that exist around Muslims and Islam. Each doll has its own individual character and favourite place to visit such as the farm, museum, zoo, park, library, and stables. They also have a variety of fun hobbies from swimming to horse-riding, football or fencing, and even have their own favourite puddings including apple crumble with custard and jelly with ice cream.

Lina and Dina are ballerina dolls which say a rhyming poem about ballet and have a ‘record your own voice’ feature, while Amirah, the singing princess, sings 10 traditional songs about Islamic culture and is a rising star in the range. All the girl dolls in the range come with a removable hijab (headscarf), adding an additional interactive, role-play feature.

Omar and Hana singing dolls are based on the hit YouTube educational cartoon series created by Digital Durian, Malaysia, which teaches children about Islamic values and has captivated more than 1m subscribers. The Desi Doll Company has secured the exclusive licence for these large singing dolls, as well as the mascots. The mascots have had great roadshow success since their launch in March where they made their debut appearance at Asda Superstores in London and Manchester. Families queued for up to two hours for a meet & greet to have a photo and high-five with their favourite YouTube characters.

With increasing emphasis on diversity and inclusivity, Desi Dolls’ mission is to make its dolls more widely available in mainstream stores, so that Muslim children can feel represented by toys they see on the shelves. There are 3.9m Muslims in the UK, accounting for 6.5% of the population, 50% of whom are under the age of 25.

MGA Entertainment

0845 0533 333 | www.mgae.com

Fans of the Rainbow High fashion doll brand, by MGA Entertainment, can now expand their collection with the launch of six new characters in the spring 2023 assortment. The new range features Victoria Whitman, Priscilla Perez, Michelle St. Charles, Olivia Wood, Kim Nguyen and Aidan Russell, all of whom are dressed in stylish outfits and accessories drawing on all the colours of the rainbow.

Diversity and inclusion are championed throughout the range and will continue to support the Rainbow High hashtag #letyourtruecoloursshine. Following on from last season’s Delilah Fields (albinism) and Jewel Richie (vitaligo), the new collection includes Victoria Whitman, the first Rainbow High doll to have all-over freckling.

Each doll features long, brushable hair, gorgeous features and long eyelashes, whilst their fully articulated and moveable features allow for endless poses. With their own distinct style and talents, the dolls come with more accessories than ever for extended playability. The new line of mini accessories include beauty and hair styling tools, mini phones and laptops, clothes hangers and more. The dolls are suitable for children aged four and over.

Since launching in 2020, Rainbow High continues to make waves in the fashion doll market and is the No. 3 Fashion Doll property and No. 11 Best Selling Toy YTD December 2022 in the UK. The animated series has racked up over 1b views globally. Fans are encouraged to follow @rainbowhigh.uk and #LetYourTrueColoursShine for more information.

L.O.L. Surprise! remains central to MGA’s dolls and collectibles portfolio in 2023. The brand has retained its position as the No.1 property in Total UK Playset Dolls and Collectibles in value sales. The brand continues to make collectible lines a priority for kids as consumers navigate the current cost-of-living-crisis, constantly creating innovative, outside-the-box toys whilst staying true to original values of collectability, unboxing and surprise. dolls start from pocket money prices, ensuring everyone can experience the joy of L.O.L. Surprise! 2023 is the year of the tot. Last year saw the launch of the ‘Let The Characters Out’ marketing campaign, encouraging consumers to celebrate the characters that live inside their child’s imagination. This theme is continuing into 2023. As the original unboxing children’s toy, L.O.L. Surprise! maintains a focus on unboxing surprises in all upcoming launches this year.

Earlier this year the brand launched the Sooo Mini! L.O.L. Surprise! dolls. The tots have just got a big upgrade in mini size, featuring characters from fan-favourite series like Glitter, Dance Dance Dance and All-Star Sports. New to this range and all sub-£10 are the Sooo Mini! L.O.L. Surprise! Lil Sisters, providing fans with multiple surprises and a colour change element. The Sooo Mini! collection features the first-ever ball-within-a-ball, offering a unique unboxing experience with each new character whilst providing layers of surprises for hours of imaginative play. The new Confetti Pop Birthday range features 12 characters that match the 12 birthstones plus a confetti surprise unboxing.

One of the hero ranges for this year, L.O.L. Surprise! Sunshine Makeover, allows fans to explore all-over colour change transformations powered by sunlight for the first time ever. The magic works no matter what the weather: kids simply take the new L.O.L. Surprise! Sunshine Makeover doll outside, or place it indoors next to a window, to watch the truly amazing colour change come to life. Featuring fan-favourite characters in an all-new theme, each doll has their own unique style, hair and make-up which encompass key traits such as individuality, creativity, and confidence, all of which are core to the brands messaging.

Available across three product lines, the range includes the classic L.O.L. Surprise! Sunshine Makeover dolls. Priced accessibly, the nine new characters are Royal Roars, PomPom, Checkered Chica, Sour Sweetie, Electric Waves, Snaps, Cherry Cherry, Blossom and Sea Angel. The L.O.L. Surprise! Sunshine Makeover O.M.G. Fashion doll line offers three new characters - Bubblegum DJ, Sunrise, and Switches - allowing fans to expand their L.O.L. Surprise! collections. Ideal for kids who want to mix & match accessories, Stellar Gurl, from the L.O.L. Surprise! Sunshine Makeover Big Surprise, introduces multiple styling surprises, encouraging them to get creative with their dolls.

L.O.L. Surprise! is also tapping into the rising trend for miniatures with the introduction of a third series of L.O.L. Surprise! Minis, Move-and-Groove. Hitting shelves later in spring, the range sees iconic O.M.G. dolls such as Skatepark Q.T transformed into miniature size.

Widespread TV and digital advertising, alongside engaging content, targeted PR, influencer and social media campaigns appealing to the next generation of kids aged four years and over, will support the

HTI

01253 778888 | www.htigroup.co.uk

As a market leader in the doll prams and pushchairs toy sector, HTI Toys is constantly evolving its ranges to meet consumer needs. From licensed lines to fashion and traditional, Baby Chic offers a complete solution for all retailers with price points to suit all requirements.

With a refined product list and continued support from key retailers, Baby Chic’s Joie range has been developed to include new products. Lines have also been refreshed with new toyetic fabric designs. The Joie Sleep and Dream Cot, inspired by the real-life Joie Excursion, features a detachable changing unit as well as mesh sides, while the Joie Junior Evalite Twin Pushchair is perfect for kids taking two dolls on one journey. The pushchair features nine play patterns with multiple seat configurations.

Baby Chic’s Chicco Range of prams welcomes plenty of newness this season, with on-trend fabrics, replica products and additional new lines. Refreshed for this season is the Chicco Junior Next to You Cot. Replete with new, on-trend fabrics, this side sleeping cot will help develop nurturing skills through multi-functional role-play whilst also offering hours of creative play. New for autumn/winter 2023 is the Chicco Playtime Pushchair and the Chicco Nursery Playset. Both showcase a multitude of play patterns. The Chicco Amore Pram has long been a consumer favourite thanks to its lightweight folding frame and under-seat shopping storage.

As a long-term partner of the multi-award-winning nursery brand Mamas & Papas, HTI Toys continuously develops its iconic licensed range. The Mamas & Papas Elite line-up includes a replica of the classic Mamas & Papas Ocarro. Featuring premium fabrics, chunky chrome frames and leatherette handles, this is as close to the real deal that kids can get for their dolls.

HTI’s partnership with pre-school brand Peppa Pig continues to evolve this season with both new and refreshed products. Aimed at kids aged eighteen months and above, the Peppa Pig My First Pram is packed with features and offers four different play modes. Also in the offering is Peppa Pig’s Stroller and Mini Pushchair. Both featuring double wheels for ease of steering and folding mechanisms, these are ideal for all essential outings.

Character Options

www.character-online.com

sales@charactergroup.plc.uk

This summer, Character Options is leveraging its worldwide success in the stretchy, squishy tactile toys market by introducing new collectible doll brand, Jelli Crush. Focusing on the fact that it’s what’s inside that counts, this cute collection comprises dolls with unique fillings and personalities to match. Kids can squish, pose and stretch each doll, then watch as they return to their original shape. There are four fresh and colourful dolls to collect in series one: the soft and delicate Sundae Melt, smooshy Mini Mallow, jiggly and bright Candy Sweets and juicy and peppy Pipsi Crush.

The Jelli Crush Doublicious Pack promises double the fun and comes with two exclusive characters: Bubba Gumm and Gummi Sours.

Bandai UK

020

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

Bandai’s Miraculous welcomes the Miraculous Magic Heroez reveal doll. Cited as one of this year’s Hero Toys during London Toy Fair, the line offers an unboxing experience full of surprises. There are currently three different looks to reveal, with two new styles available from July: Vesperia and Carapace. Each look remains a mystery until water is added to the capsule packaging, which uncovers the doll’s outfit. A surprise-reveal bag is also included with each doll, dissolving once placed in water to reveal a Kwami character and superhero accessories.

With multi-platform content and a feature movie due to drop later this year, Bandai is supporting its Miraculous range with a robust marketing programme and has created strong branded assets to further increase in-store and online visibility. Its core doll lines include the 26cm Fashion Dolls, a collection of 16 characters with 15 points of articulation, rooted hair, a removable outfit and boots, plus signature Kwami and accessories. Two new Fashion Dolls have been introduced for 2023 –Multimouse and Purple Tigress - which see heroine Marinette and her high school friend, Juleka turn into the fan favourite superheroes. New core fashion dolls include Ladybug and Cat Noir which will launch during Q3. The new designs include vinyl outfits, boots and each hero’s communicator complete with one another’s image reflective of the show’s storylines.

A Dream Sequence Twin Pack will also be introduced, which includes Ladybug and Cat Noir Fashion Dolls in their married dream sequence outfits as seen in Season 5 of the animated series. Children can scan the QR code on pack to watch the Miraculous moment for themselves.

To celebrate the theatrical release of the new Miraculous feature-length animated movie, Bandai has unveiled lines reflective of characters and scenes direct from the film. A special edition 26cm Marinette fashion doll complete with deluxe ball gown outfit and accessories allows children to bring to life one of the movie’s key storylines. Ladybug and Cat Noir movie fashion dolls, alongside a twin pack containing both characters, are available, with each SKU offering exclusive outfits and accessories.

The Superhero Secret Deluxe Dolls offer favourite Miraculous characters in their teenage outfits with superhero gear and accessories needed for their alter-ego transformations. Completing Bandai’s doll range is the small dolls assortment which offers six 12cm character dolls, each with 15 points of articulation, and signature accessories to capture key moments from the TV series. Bandai will also be introducing new lines within its cross-category Miraculous portfolio, including miniature Chibi play sets, extensions to the bestselling Kwami Surprise collectibles and a Ladybug Styling Head.

Bandai’s licensed toy range for popular pre-school brand True and the Rainbow Kingdom includes a selection of feature and plush doll lines based on favourite characters from the animated show. A 25cm True Bedtime Doll complete with LED lights, lights up when squeezed to bring children a day and night-time companion. The 30cm Deluxe True Doll talks, sings and lights up, and features sounds and phrases from the show. A Musical Plush assortment comprising of True, Bartleby and Yeti brings the much-loved characters to life, while the 15cm and 40cm plush assortments provides extended choice and price points.

KidKraft

07787 574 931 | www.kidkraft.com | Mark.Inett@kidkraft.com

For over 50 years, KidKraft has been a premium wood designer and manufacturer of toys and furniture that aims to amplify and enrich childhood through active and imaginative play. KidKraft products are sold in more than 90 countries, the UK included, to children around the world.

With the ability to create dollhouses for any sized home at a variety of price points, KidKraft can adapt to consumer needs. From large mansions for dolls up to 30cm to cosy cottages for dolls up to 12cm, each room is vividly detailed with graphics to convey a theme, such as modern, fantasy or traditional, so there's a style for every kid.

To enhance the play experience, lights and sounds are available in some models such as turning on a lamp, flushing a toilet or igniting an oven. To give kids realism as they play, the KidKraft dollhouses include accessories, usually a full set of furniture that matches each room of the house, such as bedroom, kitchen, bathroom and living room so kids can feel like it's a real home they can design. Many dollhouses also include opening and closing doors or shutters or moveable staircases to further the interactive experience.

Some products to look out for include the KidKraft Uptown Dollhouse, Juliette Dollhouse and Chelsea Doll Cottage. The Uptown Dollhouse features two towers. A rooftop patio and an extended pool area make this the perfect party palace. An impressive 36 accessories plus lights and sounds gives it ultimate play value. The Juliette has modern furnishings and a patio for extended play. The Chelsea Doll Cottage is a brightly-coloured, threestorey abode filled with ginghams and florals. With five rooms, a patio and a 16-piece accessory pack, this house is also the ideal size for placing on a tabletop for play.

Retailers are encouraged to contact KidKraft to discuss the dollhouse that best fits their customers' needs, style and budget.

Flair GP

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

With the animated Trotties series now showing on Pop channels as well as on YouTube and social media, and the interactive Trotties App already available to download, kids will soon be able to bring to life their globe-trotting girlfriends with the Trotties toy collection.

This fun line-up of dolls, play sets and accessories will allow kids to create and re-enact a wide variety of travel-themed playtime adventures. All four core characters will be available as articulated 25cm dolls, with single dolls to collect as well as a deluxe Trotties Limo and Doll Set. Each has special emoji-eyes, which express up to three different emotions with the press of a discretely located button. There are also 10cm mini dolls to discover: these are available as single travel characters as well as Mini Trotties Trolley play sets. Each heartshaped trolley opens to store both the doll and its accessories inside.

Flair GP has full support planned for the brand including heavy investment in Pop channels.

Launched in 2023 Bibinee Dolls seeks to diversify toy boxes with our black and brown, plush soft dolls. We believe that representation matters, after all we live in a wonderfully diverse world, so why shouldn’t children have toys that reflect this.

Our beautifully designed soft plush dolls offer your little one representation, friendship and comfort.

Expanding horizons

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 the latest from indie toy retail in the USA, as well as upcoming trade shows and trips.

Visit to UK

Letter from America

Exciting news - the Toy Man is coming to the UK! I am delighted to have been invited to the Toymaster show this month. The event will be held in Harrogate (a lovely part of North Yorkshire) from Tuesday 16th- Thursday 18th May. My passport is ready, and I am looking forward to meeting up again with my friends, Toymaster’s Paul Reader and David Middleton of Midco Toys. My goals are to learn from Toymaster members what trends are going on in Europe currently and what they foresee in the future, as well as find out more about how Toymaster supports its members. Finally, I’m very excited to be able to network amongst people that love toys as much as I do. I also hear this time of year is a beautiful time to visit and that the countryside in the North of England is quite something. See you all soon.

Easter sales for US indies

As I write this article, the Monday after the Easter holiday, reports are positive around the country. Here in the US, Easter is our largest toy sales period until Thanksgiving. While not quite reaching the highs of 2021, we are seeing strength holding volumetrically against not only pre-pandemic levels, but against 2022 as well. I estimate this increase to be in the 30-40% range – which is having a positive impact on our indie stores here in the States. Top sellers were Squishmallows and plush, scented and textured slimes, Lego, Pokémon (Scarlet and Violet) and sensory toys (mostly those with a soft feel/touch). Foot traffic has been strong and so far, consumers are still spending, with average transactions in March-April reaching $52, compared to $47 last year.

Welcome Nano Pods from Wow! Stuff

We have just received the new Nano Pods here in the US, and I love them. Great quality, price, on trend and collectible. But the real impact that I see is the partnership with Mattel to make distribution happen widespread across the US. This is a brilliant move, and I hope to see more such partnerships secured in the future, so that we indies can curate a global selection of the toys that kids (and kidults) want.

MESH update (Mental, Emotional, Social Health)

The distress continues in the US for our kids, with mass shootings on the rise, the banning of books, social media controversy and much more. The toy industry, particularly the ASTRA toy association, must rally behind this initiative which I discussed last month. Later this year, we will see training of store personnel, speakers educating us at conventions and shows (see the ASTRA Marketplace in June) and hopefully more publicity at the New York Toy Fair in September. The key objectives are to help kids build skills so they can deal with distress in their lives in an open and positive way. These skills include problem solving, self-regulation, perseverance, self-advocacy, adaptation, cognitive skills, conflict resolution and communication strategies – and I have no doubt that toys and the toy industry can really help.

How is our new Fashion/Tween section doing?

As previously mentioned, this year we returned from a January trade show and immediately implemented a new store-in-store concept. I promised to update you, and the results are encouraging:

3 weeks 1/15/23 - 2/10/23 - $2,078 retail sales

9 weeks 1/15/23 - 3/10/23 - $9,108.

16 weeks (to end of Easter) - $18,509

Top performers have been Kedsie Crossbody bags, bath bombs, hair products, nylon patches and self-care products. This is a learning curve, and we are already looking forward to adding more new items and discontinuing products that didn’t work. It will be a constant focus throughout 2023. So far, customer reaction has been positive, as well as sales.

Trade shows

Momentum is gaining for trade shows. This year has already seen good attendance at Dallas, Atlanta, Las Vegas and New York Gift show. We will be visiting ASTRA Marketplace (June 11-14th), the Learning Express Show (June 2628th) and Toy Fair in New York (September 30th-October 3rd).

I heard someone comment that “show dates should revolve around the new product cycle of vendors,” which I thought was astute as far as indie stores are concerned. When we go to a show and see an item of interest, we generally want it right away. Trade shows are most beneficial when product is ready to ship. Yes, we like to see what’s coming, but because we act quickly, instinctively and aggressively, we want it now. I want to be first. So, note to trade shows - work with vendors and develop shows around product launch dates, or urge exhibitors to have stock ready, rather than sticking to a date on the calendar or because you always did it that way.

Till next time, when I’ll be reporting on my visit to Toymaster and the UK.

enhanced content boosts online conversion +11%

Icecat, founded in 1999, is an independent global syndicator of eCommerce product content. It provides a digital catalogue on which brands can share product content. This can include specifications, marketing text, images and videos related to their products. Retailers can easily connect to the Icecat catalogue and automatically download the available brand product content to their web shops.

In today’s digital age, online shopping has become the go-to choice for many consumers. With a variety of options available at the click of a button, it’s crucial for eCommerce websites to provide a seamless shopping experience that makes products stand out from the crowd – and that’s where Icecat Enhanced Product Stories come in.

Enhanced Product Stories transform regular

product pages into enhanced product experiences: a page that allows companies to tell a larger, more complete story about a product, service, or brand. These pages include a combination of video, images, feature logos and 3D objects which present the product in a brand-consistent way across different channels.

A recent case study by Icecat and Disney demonstrated the power of Enhanced Product Stories. The study showed that by implementing Enhanced Product Stories on its product pages, Disney saw an increase in online conversion of +11% and revenue growth of +34%. These numbers illustrate the effectiveness of Enhanced Product Stories in driving sales and boosting revenue.

Looking into the future, it’s clear that Enhanced Product Stories will become more important for

eCommerce websites. One trend we can expect to see is the adoption of customer reviews into every Product Story, which will allow online shoppers to easily access reviews from other customers, increasing their confidence in the product and ultimately driving sales.

Last year Icecat launched a UGC-module (User Generated Content) in Product Stories to display social media posts of users that tag the brand’s products. The company expects Augmented Reality (AR) to play a more significant role in Enhanced Product Stories in the future.

Companies interested in working with the Icecat team and want to understand what Icecat does for the toy industry can find out more on the company website: www.icecat.com or can contact Rene Rozendal at rene.rozendal@icecat.com

Looking into the future, it's clear that Enhanced Product Stories will become increasingly important for eCommerce websites. Icecat tells us more.

Staying one step ahead Company Profile

Pudgy Penguins is PMI’s first foray into the world of NFTs. The global, family friendly NFT collection is made up of 8,888 tradable penguin avatars with proof of ownership on the Ethereum blockchain. PMI will produce Pudgy Penguin action figures, collectible figures and plush based on the collection. Included with each Pudgy Penguin toy is a hidden forever friend adoption certificate, unlocking a specialized digital experience.

“These two licences are a big deal for us because it’s the first time we have dealt with unknown brands. It’s an amazing experience and a bit of a risk, but one we were very happy to take,” says Omer. “Pudgy Penguins is a whole new area for us because we are getting into the NFT space, but there is so much more beyond it. We have been talking to all major retailers in the US and the feedback has been brilliant, with many orders placed already.”

as disposable income has shrunk and customers are spending wisely; they are looking for more value,” he states. “It’s a challenge, as we have to push the factories and push ourselves, working harder and smarter to be able to meet the demands from the industry and the world’s economy.”

PMI has come a long way since it started out as a domestic business based in Israel 30 years ago. It was only a decade ago that the company started trading internationally, but it now distributes in 132 countries. This year, the company is targeting double-digit growth in the US market. “We want to get to a point where our US business is as big as it is in EMEA,” explains Omer.

Already producing product for hit games

Among Us and Brawl Stars, and most recently Sonic with its new Sonic Prime range, this summer will see PMI launch collections for two major new IPs - Piñata Smashlings and Pudgy Penguins. The company is also set to finalise further high-profile licences, including its first ever master toy deal for a pre-school brand.

PMI’s COO, Omer Dekel, tells us that immersive and captivating IP Piñata Smashlings is set to become one of the year’s biggest children’s brands. Launching in August, Toikido has partnered with PMI and Character Options to deliver Piñata Smashlings, its first IP created solely inhouse, with a Roblox game already in production and a series of animated shorts, music, collectibles, trading cards, books, plush and play sets all scheduled for release.

Underpinned by a character driven story, the ‘Piñataverse’ will be home to hundreds of playful characters, including cheeky Smashlings and playful Piñatas, and PMI’s toy line will include collectible figures, action figures, play sets and plush. One of the highlights of the collection will be the Smashlings collectible figures range, which includes over 100 Smashlings that are to be released in two separate series and divided by five different rarity levels.

Toikido has teamed up with Corus Entertainment’s Nelvana, a world-leading international producer, distributor, and licensor of children’s animated and live action content, to develop a new animated kids series based on the gaming IP. The new character-driven series will expand the Piñataverse world and showcase its characters like fans have never seen them before, driving even more engagement for the brand.

Omer says that the merging of the physical and digital worlds is on the rise, and an increasing number of toy manufacturers are adapting to tap into this trend. He adds that he feels success is all about staying ahead of the game in finding the ‘next big thing’. PMI does this through a series of measures including its highly skilled employees – many of whom are gamers themselves – as well as employing a scouting team of gamers which updates the company on a weekly basis about the very latest trends. “It’s vital that we monitor what is happening in the gaming sector,” explains Omer. “I am proud to say that we are always ahead of the curve.”

Omer adds that 2023 is on course to be a huge year for pocket money priced collectibles as the cost-of-living crisis continues to hit households, therefore business should be brisk for the company whose acronym stands for ‘Pocket Money Items’. “We are already seeing more volume on the lower price points and,

Until 2020, PMI used Zuru as its US distributor, but once the pandemic hit, PMI was forced to re-evaluate the way it conducted its business in the region. “Now, thanks to Among Us, Paw Patrol and Baby Shark, we have been able to penetrate the US market more fully,” Omer says proudly.

Commenting on the growth strategy for the year ahead, Omer says he is confident that the two new licences already in place will deliver, and he is excited to sign another in

PMI is looking forward to a big year in 2023 as the company cements itself as one of the leading gaming IP toy manufacturers. COO Omer Dekel talks to Toy World’s Sam Giltrow.

Wheeled Toys

Drive time

Often bought as bigger purchases for occasions such as birthdays and Christmas, wheeled toy manufacturers say it’s vital that they deliver products which are long-lasting and provide more bang for the buck as families continue to be more considered in their spending.

“Getting value for money, and something that will last is more important than ever given the current economic challenges many families are facing,” explains Chirag Shah, COO of sports and outdoor toy company, Hy-Pro International.

The company’s recent launch of Zinc Flyte brings together its Zinc and Flyte brands for the very first time. Each Zinc Flyte includes a ‘Built to Last’ symbol demonstrating that it has successfully undergone a series of specific tests that help push the boundaries of its performance and durability.

“The scooter not only has to show value and practicality, but also that there has been a diligent thought process behind it,” says Chirag. He adds: “Big wheeled scooters are also an important trend right now. Their size can be adjusted to a child’s growth, meaning they can be used for several years. Sales show that parents are still prepared to make investments in quality products that last longer.”

Hy-Pro is set to unveil products through its partnership with Formula E, with a further six models in the pipeline, including two more e-scooters, three e-bikes and a kick scooter. “Electric scooters are one of the biggest growing trends in this space and when legislation in the country allows them to be ridden more than recreationally, we think that trend will only increase,” adds Chirag.

MV Sports’ Phil Ratcliffe has also been seeing success in the electric space, particularly bikes, while the company’s portfolio of pre-school properties continues to offer retailers what he calls a ‘one stop shop’ in wheeled toys. The company’s licensed scooters, bikes, skateboards, skates and more span global hits including Gabby’s

Dollhouse, Paw Patrol, Peppa Pig, Batman, Spider-Man, Disney Encanto and Super Mario. The company has recently completed work on a huge new 80,000 square foot warehouse, bringing MV’s total warehouse capacity to 140,000 square feet.

Phil says: “Our new warehouse facility, complete with dock levellers and powered by solar, shows how we’re investing in the future and improving our balance sheet.” Readers can find out more about the latest developments at MV Sports in the upcoming June issue of Toy World.

HTI re-launched the Evo brand of scooters in 2020 and Alan Gray, head of Product Development at HTI Toys, says 2023 should be another exciting year for brand. “It feels like we’ve not felt the full impact of the cost-of-living crisis yet, but as we found out while navigating the recent freight cost issues, our huge breadth of range - offering consumers real value for money at a variety of price points - means we’re perfectly positioned to help our retail partners react and adapt to the ever-changing retail environment,” he says. “Consumers are now savvier than ever with how to best spend their hard-earned money, and as a trusted brand, they recognise that the Evo logo means long lasting quality, whether it’s on lower priced or top end scooters.”

Along with 10 brand new Evo products launching in 2023, including light up scooters Evo Light Blast and the Evo Eclipse, along with plenty of on-trend colourway refreshes, HTI has also been working on more marketing materials to support customers’ multimedia needs, and developing new packaging solutions to drive shipping efficiencies.

Wilton Bradley’s marketing director, Tom Ellyatt, says he has seen a move towards educational and developmental wheeled toys that promote STEM skills and physical activity. “We are also seeing demand for traditional outdoor toys with a twist such as the addition of LED lights or, as with our Bubble Go range, the addition of bubbles,” he tells Toy World.

The company has a raft of new innovative products planned for 2023 including its recently launched LED Quad Skates, with a new range of LED scooters to follow later in 2024. There are also plans to expand its Bubble Go range to include more fun and simple-to-use wheeled toys for 3- 5 year olds including a Bubble Trike for 2023, along with a new range of licensed skateboards planned for 2024.

Tom also believes that while the cost-of-living crisis might impact sales of bigger-ticket items, they will still be willing to invest in them. “Many families still place a high value on quality and long-lasting wheeled toys,” he explains, “especially if they are durable enough to be passed down to younger siblings or resold.”

Families with squeezed spending power often look to invest in tried and tested brands, which is why the new spring collection of Heelys wheeled trainers offers retailers both a household brand and something a little out of the ordinary for their wheeled toy section. Torie Leadbeater, marketing executive at Shiner, tells Toy World: “Being the original wheeled shoe, we constantly strive to keep the brand fresh and at the forefront of our customers thoughts when considering a new wheeled toy purchase.”

Heelys will be supported by new TV advertising, influencer campaigns, events and influencer collaborations in 2023, alongside ongoing brand partnerships and mainline ranges. The brand’s newly appointed designer, meanwhile, continues to evolve the collections so they keep up with the latest consumer trends. “Coming from a footwear background, you can see his input in the updated colourways, treatments and new sports style models,” adds Torie. “We’re continuing to see growth off the back of our Q3 TV advertising campaign and are expanding into new retailers and territories, so it’s a really exciting time for the brand.”

You can see what’s new in Wheeled Toys including rideons, scooters, skateboards and bikes, in our special feature over the next few pages.

As the cost-of-living-crisis continues to hit many pockets, families are keener than ever to get value for money when splashing out on wheeled toys, as Toy World discovers.

Wheeled Toys

Wilton Bradley

01626 835 400 | www.wiltonbradley.com

Since 2014, Wilton Bradley’s Xootz brand has been encouraging kids spend less time cooped up and to get out exploring with its multi-award-winning range of go-karts, electrified drift trikes and ride-ons. Xootz also offers a range of premium officially licensed vehicles from BMW to McLaren.

The Xootz brand was completely refreshed last year, centred around the themes of ‘attitude’ and ‘breaking boundaries’. Wilton Bradley has been creating a real buzz around its new Xootz Ride-On electric wheeled toy range, working with the best factories to create officially licensed products that are exclusive to the company in the UK.

The officially licensed Land Rover is a miniature version of the Discovery 4 in a stylish, high-gloss white finish and features iconic Land Rover detailing such as the grille and fully functional uniquely shaped lights.

Suitable for children aged 3-6 years, it has an adjustable seatbelt, two opening doors, a tinted windscreen, under bonnet storage and a built-in radio & MP3 player with an AUX input. The Land Rover can be driven manually using the foot pedal and has a two-speed gearbox with a reverse mode. For less experienced drivers, it includes a remote control.

Reaching comfortable speeds of up to 3.7km/h, the ride has full four-wheel suspension which is perfect for absorbing bumps at home on the carpet or outside in the garden. With an average runtime of 1-2 hours, the stylish Land Rover ride-on will give little ones the experience of driving a luxury car.

The Bubble Go Trike is a new way for kids to have fun they cycle along leaving a cloud of bubble magic behind them. The included bubble solution is simply added to the front mounted Bubble Go machine, generating hundreds of bubbles to blow away in the wind.

With an easy clip assembly, the Bubble Go Trike can be put together in a matter of minutes while the sturdy, lightweight frame offers durability.

Hy-Pro 01582 670 100 | www.zincsports.com | chirag@hy-pro.co.uk

The Zinc Flyte scooter was born from the observation that kids work too hard to push and kick scooters and weren’t really enjoying themselves. Suitable for those aged three and upwards, it is Zinc’s strongest, most robust and comprehensive kids’ scooter.

Each Zinc Flyte includes a ‘Built To Last’ symbol which demonstrates that it has successfully undergone a series of specific tests across extreme conditions and endurance, helping to push the boundaries of its performance.

The addition of a parent handle and a seat which attaches to the scooter for the child to sit on enables them to hold the handlebars and get used to being on a scooter. A simple and easy to use two-height adjustable T-bar means it can grow with the child, up to 3ft 7ins.

The Zinc Flyte scooter has been ergonomically designed, and its innovative features include comfortable silicone hand grips which provide a much better grip for little ones’ hands. The handles also feature embossed patterns that don’t compromise the feel or vibrations kids usually get when scootering on uneven pavements and cobbled streets.

The handlebars, which lean back, provide kids with the optimum scooting posture, ensuring more stability, and it also means they need less energy required to glide. As a result, riders quickly become more confident and experienced. The lightweight scooter folds up for convenience and features leading class bearings which deliver a silky-smooth gliding experience.

The Zinc Flyte Scooter deck is much wider and longer than others on the market, giving it great stability, while the aluminium frame features a sleek stylish look. Thanks to its tilting mechanism, it is easy to turn, and comes in five different colourways: blue, green, pink, red and yellow.

The scooter is available in two versions, with or without the seat, which also features a storage drawer underneath.

Wheeled Toys

MV Sports & Leisure

0121 748 8000 | www.mvsports.com | info@mvsports.com

MV Sports has a strong portfolio of sector-leading licences, own brand ranges and comprehensive own label retailer lines, with complete category cover across bikes, trikes, scooters, skates, ride-ons and go karts.

The company’s offering has been further strengthened this year with the development of its new Li-Fe Trilogy Electric Tri-Scooter, available in electrifying blue or pink and purple. This first e-scooter has easy-to-use push-button activation, light-up puncture-proof wheels for stability and adjustable handlebar height to suit a variety of sizes.

Popular pre-school licence Bluey has gone from strength to strength for MV since launching last year, highlighting a strong parent-child association with the fun-filled show which is matched by excellent sales across the wheeled toy category. Kids can scoot into play on the Bluey Switch-it Tri-Scooter, complete with beautiful, bright character graphics and components to aid visual development. It includes four different interchangeable character plaques for added play-value, a fully printed anti-slip footplate with smooth sides to avoid ankle injury and adjustable handlebar height to suit a variety of ages.

The Bluey 2-in-1 Training Bike is an ideal beginner bike which easily converts from a pedal bike to a balance bike as the child grows in confidence. With adjustable handlebar and seat height, this training bike is suitable for a range of sizes while the soft, moulded handlebar grips provide additional comfort when adventuring. With safety in mind, the lightweight wheels feature puncture-proof tires with deep tread for additional stability and control.

The Bobble is an ideal first ride-on, developing coordination and core balance. The sturdy steel frame is decorated with cute character graphics while blue and orange components aid visual development. Safety is a top priority, with the double rear wheel design providing extra anti-tip stability, and the EVA wheels are puncture-proof, suitable for all floor types. Soft-moulded handlebar grips and a moulded ergonomic seat provide additional comfort while the child is finding their feet.

Little Tikes

0845 0533 333 | www.littletikes.co.uk

Little Tikes is a leader in the outdoor toys category with an extensive range of ride-ons that take children’s imagination to the next level. From the world-famous Cozy Coupe, which launched in 1979, to the Let’s Go Cozy Coupe mini vehicle range, Little Tikes has everything required for active and imaginative play on the go.

Available in a range of designs, the Cozy Coupe is the iconic, kid-powered car that’s guaranteed to spark creativity. With a range of innovative designs there is a Cozy Coupe suitable for every play date, including the latest addition to the family, the new and improved model of Cozy Coupe and Cozy Coupe Princess.

Both Cozy Coupe and Princess Cozy Coupe feature brand-new eyes and a matching red and yellow horn to complement the popular Let’s Go Cozy Coupe characters. For an even smoother ride, Cozy’s wheels have been swapped for more rugged and textured materials to combat any surface, and for added parental control, the handles are now suitable for two hands, making the ride-on easier to control and guide. A sleek pink roof completes the design of the new Princess Cozy Coupe. The new features add to the pre-existing characteristics of the Cozy Coupe family, such as a removable floor, high seat and storage to the rear, as well as front wheels that spin 360 degrees for easy steering.

Other models within the popular range of best-selling ride-ons include Cozy Coupe Dino; this twist on the original features a green dinosaur design, complete with dino spikes on the roof. There’s also the magical Cozy Coupe Fairy, which features a pretty butterfly and spiral design with wings on each door, and the Cozy Coupe Patrol Police Car, a fun adaptation on the classic ride-on. The Cozy Coupe selection features real working horns and ignition switches.

Wheeled Toys

United Wheels

0330 912 7543 | www.huffy.co.uk | support@unitedwheels.eu

Huffy has been making bikes for well over a century, and its expertise shows in the quality of its products. Designed with safety and durability in mind, and built to withstand the rough and tumble of childhood play, they also provide a comfortable and stable ride.

Huffy offers a wide range of licensed bikes for every child's taste and personality, from Disney's Frozen, Minnie Mouse and Princess collections, to Marvel's Avengers, Lucasfilm’s Star Wars and Disney Pixar Cars.

A standout in Huffy's licensed range is the Spider-Man family. Available in 12in, 14in and 16inch wheel sizes, these bikes are perfect for young Spider-Man fans who are just learning to ride. The bikes feature Spider-Man 's iconic red and blue colours, web graphics, and even a cool mask on the handlebars. The sturdy steel frame, easy-to-use hand brakes and adjustable seat make for a smooth and stable ride, while the padded seat is comfortable for long rides.

Simba Smoby Toys UK

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

With the Smoby Builder Max Tractor with Trailer, children can pretend play at working in the construction industry or help mum and dad in the garden, be it digging out the flower beds or moving pots from garden to greenhouse. Suitable for kids aged three years and over, the tractor and trailer measures 1.82m in length and features an adjustable seat. It comes with a functional digger and detachable trailer to the rear, and a shovel at the front, plus there’s also a horn at the steering wheel.

The modern and colourful Smoby Food Express Scooter ride-on is designed to delight children aged 18mths+. With the luggage rack and the removable top case, little ones can play at preparing all kinds of meals and delivering them. The scooter, which has silent wheels, also has a realistic front headlight, a mechanical key and a toy box under the seat.

For riders aged two years and over, the Rookie Tricycle is a retro-styled ride-on with a large seat and easy-grip, adjustable handlebar that’s designed to accommodate children as they grow. It features a cherry red metal frame and boasts a handy storage basket at the rear, where kids can place their favourite soft toy. Parents will be reassured by its chunky wheels that ensure maximum stability and safety whilst kids are on the move. Lightweight and with a handle to be found under the seat, all aspects of the Rookie Tricycle’s design have been carefully considered.

Switch -it tri-scooter

4

MY FIRST TRIKE

PUNCTUREPROOF TYRES

SAFETY HELMET

INTERCHANGEABLE plaques

Bobble ride-on

12” BIKE

Wheeled Toys Shiner

www.heelys.eu.com/en/ 01172 020 120

sales@shiner.co.uk

The new Heelys spring range, from Shiner, is designed to encourage kids to get active outdoors as the days get brighter - and keep them entertained over the multiple bank holidays this month.

With designs to appeal to all personalities, the collection consists of 19 SKUs split across two aesthetics – those with a darker colour scheme versus a lighter, spring inspired palette. Choices including camouflage print, graffiti text and paint drips contrast with pastel colours, tie dye, metallic laces, foil and rainbow print.

In its 23rd year since the original two-in-one wheeled shoes launched, Heelys has introduced three brand new shapes: Reserve Ex, Reserve Low and Pro 20 Half Flood. The Reserve Ex has a basketball shoe style, while the Reserve Low and Pro 20 Half Flood tap into the current Y2K trend for an extra chunky sole.  Available in the UK and Europe, the collection is available in sizes C12-7 across single- or two-wheeled styles.

HTI Toys

01253 778 888 | www.htigroup.co.uk

HTI’s Evo brand continues to grow in 2023 with the refinement of current lines and the development of new fashionable scooters, all influenced by global market trends.

The new Light Blast Evo scooter is a new addition to the range which features coloured lights on the stem, along the foot plate and in the wheels, leaving a trail of light behind wherever a child chooses to cruise. This illuminating scooter delivers the Evo value added and is available in multiple colours.

Also new to the range for this season is Evo’s Eclipse scooter. Like the Light Blast scooter, the Eclipse features on trend LED Lights to light up the ride, both on the footplates and all three wheels. With adjustable handle heights and a simple fold and lock mechanism, this scooter is ideal to take to the park, with the added benefit of decreasing children’s screen time by promoting outdoor play.

Attention to detail in terms of design and material selection has been vital for the brand’s growth whilst ensuring that the products deliver outstanding performance. Following recent trends, HTI’s Foot to Floor range has rolled out new products, most notably the Fire Engine Foot to Floor. This lightweight foot to floor features a squeaky horn and under seat storage, a great first step into the world of wheeled mobility for early ages.

Pat Avenue (UK)

01604 678780 | www.patavenue.co.uk

sales@patavenue.co.uk

New for 2023, K3yriders has introduced two feature packed scooters to its collection. Ideal for children three years and up, these three-wheeled adjustable scooters come with a character plushie attached, adding an extra fun element.

Fierce dragon Draky and mystical unicorn Perricornio are the latest to join the K3yriders range. The scooters feature a fun graphic platform and lights shining from the wheels as kids zoom around. They are foldable, making them easy to store away, and extendable - allowing children to enjoy the fun for years to come.

Also available in the range are matching 2-in-1 3D plush helmets, which transport children into a fantasy world where they become the main character. This unique concept gives children two different looks with the same helmet: they can choose from the printed graphic helmet or add the included plush cover for a bonus 3D effect.

Company Profile

If asked to name a toy company that manufactures a range of building, STEM and activity toys in Denmark, using high-tech automated machinery, powered by 100% renewable energy derived from wind power, I suspect we’d all come up with the same name. But there is another toy company that fits that description – Plus-Plus, named after the shape of its building block (two plus symbols side-by-side). The company’s ‘one shape, endless possibilities’ mantra perfectly describes the versatility of the product range, which was originally developed in the 1980s.

The multi-coloured range comes in two main sizes – a larger size suitable for younger children 2-6, and a smaller size which is principally aimed at kids from 5-12, but also appeals to adults. Parents love it, as it is both engaging and achievable for kids: it is easy for them to make a wide range of 3D designs, while it has extensive educational benefits, helping to develop their fine motor skills, imagination and creativity – intuitive, open-ended play is a key attribute of the brand.

The pandemic proved to be something of a tipping point for Plus-Plus across the globe, as it delivered precisely what parents were looking for in a toy range. The company also realized that its biggest success stories came when it opened a dedicated subsidiary in a territory, so it’s no surprise that it felt the time was right to open a UK operation. Former Spin Master and Mattel stalwart Phil Hooper was chosen to spearhead the UK team, and he has brought on board former colleagues Claire Coekin and Jo Thompson to help him establish the UK business.

Meeting with Phil and Claire in their Slough office, just a stone’s throw from ‘the other’ Danish toy company, it is clear that they are both energized and enthusiastic about

the opportunity to build the Plus-Plus brand and scale the business up: “Our goal is to create an evergreen brand with its own identity,” Phil told me, “It’s a surprisingly broad range, with so much potential – and as a Danish company, quality is in its DNA.”

The range is, indeed, far wider than many retailers may perhaps have appreciated. The tubes are the real volume area of the business; visually impactful, they start at an

attractive pick-up price point of £6.99 and go all the way up to £22.99. Colour is an integral part of the design; the tubes feature a mix of distinct colour palettes – such as neon, rainbow, pastel and glitter – and themes. The sheer variety of different options that Plus-Plus can supply to retailers helps to keep the brand fresh at point of purchase and allows the company to tailor offerings to different retail customers and channels. The competitive price points and play value

Having set up as a standalone business in the UK & Ireland at the turn of the year, Toy World caught up with Plus-Plus managing director Phil Hooper and sales manager Claire Coekin to find out how the company has fared in its first few months’ trading.

very much make it a year-round brand, which is supported by seasonal launches for key times such as Easter and Christmas.

Claire told me: “We’re already in discussion with a diverse mix of retailers, as the broad range means that we can offer differentiation. In addition to the tubes, we also offer a boxed selection in all sizes, which is particularly useful for online retailers, as well as collectible blind bags, travel sets and big storage items. All age ranges are catered for, from kids learning to build through to adults. There is literally something for everyone. “

The company is also extremely flexible and reactivewith its own factory facility in Denmark and a packaging plant in Lithuania, Plus-Plus can react to fluctuations in demand in a matter of weeks, not months. Plus-Plus also puts tremendous effort into supplying point of sale material which helps retailers to showcase the product to its best effects, with Phil pointing out: “The spinner unit, which features a selection of the best-selling tubes, is a proven way of boosting sales for retailers who are new to the brand. The unit also features a demo shelf, so that kids can get handson with the product. We’re also looking to introduce a unit that can mix tubes and boxes, as well as a smaller counter spinner. In-store presence is really important for the brand – it’s key to making a statement and growing the brand at retail.”

This forward-thinking approach to brand-building is also evident in the company’s marketing strategy. Plus-Plus has developed a wealth of bite-sized video content to help raise awareness of the brand amongst consumers. The content is shared on the company’s own official YouTube channel, as well as its Instagram and Facebook pages – and the content can be customized for individual retailers’ sites too.

Phil remains confident that Plus-Plus will find its place in the toy market: “The range has broad commercial appeal. We’re giving the trade what it’s looking for in terms of

high-quality affordable product, breadth of range, margin, in-store merchandising and marketing support.” He also believes that Plus-Plus’ appeal takes it into many categories, not just Construction: “Of course, building is at the heart of the range, but it bridges categories. It has strong STEM, activity and puzzle elements too: it’s not limited to where it can sit in-store, it lives in its own space.”

As someone who has spent much of his career working for large, multi-national toy companies, how has Phil found the experience of setting up and running the Plus-Plus UK operation? “As a small team, it has obviously been hectic –but also great fun. We’ve enjoyed working with the Plus-Plus team; they have a very collaborative approach, and we have full back up from their various teams. They’re nimble,

flexible and entrepreneurial – and as a one-brand company, very focused. Most importantly, they have soul and heart, and they have given us the opportunity to really shape the business in the UK in the right way.”

Early progress has been encouraging: as well as becoming a BTHA member, Plus-Plus is already an accredited Toymaster supplier and will be showing at the forthcoming May Show in Harrogate. And with Spring Preview Season about to start, Phil and Claire are keen for retailers of all shapes and sizes to visit the showroom to start planning for 2024, while the company is also able to react to retailers who want to start stocking the range this year, or who want to extend their selection from the vast range available.

By Bachmann

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.

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: Abrams & Chronicle, Bandai, Basic Fun, Canal, Lumistella and Zuru.

PinkyPromise

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

As part of its cross-category growth strategy, Bandai is taking a bold step into the collectibles arena in AW23 with the launch of its new IP, Pinky Promise. Combining innovation with fresh new product themes, the new collectibles range will offer products at a range of price points, which also double up as wearable jewellery for children aged 4-6 years. Designed with vibrant, eye-catching packaging to ensure stand-out on shelf, Pinky Promise is a range of cute gemstone shaped characters called Gemmy Friends. The core of the line is the value driven Surprise Crown Packs, which are crown shaped capsules that each contain two surprise characters, a ring and collector’s guide. There are over 80 different Gemmy Friends figures to collect, including rare flower characters, super rare exclusive heart characters and the ultra-rare Queen, all of which are wearable when attached to the jewellery accessory included within each pack. The range will also include a Royal Carriage 3 Pack, which comes complete with carriage, accessories and three surprise Pinky Promise figures. In addition, eight and 12 figure packs will also be among the introductions, both of which are non-blind offerings, with a mystery rare or super rare character included to drive collectability. A Diamond Palace Playset, which will include two exclusive Pinky Promise characters and two mini play sets, as well as additional accessories, completes the range. Alongside the toys, the launch will be supported by a series of Gemmy Friends webisodes, which will air on the Pinky Promise YouTube channel.

The Pinky Promise line will have heavyweight marketing support from launch, including a FSDU programme, extensive sampling activity, digital support across all key platforms, TV and VOD, as well as influencer partnerships and PR.

Care Bears collectibles

Basic Fun! | 01189 253

270 |

www.basicfun.com

A major development for the Care Bears brand is the launch of Care Bears Lil' Besties, cute, pocket money priced, mini Care Bears collectibles. There are 50+ Lil’ Besties to collect across the launch range, with different expressions and fun action poses to discover. The line-up includes surprise reveal single figures with accessories to collect and Lil Cubbies 360-degree Lil’ worlds to explore: mini play sets featuring two Lil Besties and seven accessories.

There are even more sharing and caring adventures in store with Care Bears Peel & Reveal Surprise Figures. Care Bears are mixing things up with an exciting surprise-

SoChillMiniFridge

Canal Toys | 01904 379 123 |

www.canaltoys.fr/en

Canal Toys is set to continue the growth of its Youth Electronics range with the launch of the So Chill Mini Fridge. The So Chill brand forms the third branch within the Creator range, which already includes Studio Creator and Photo Creator.

The So Chill Mini Fridge is billed as the ultimate bedroom accessory for any child looking to kit out their space in style. A fun and useful additon for any gamer, influencer, beauty queen, student, teen and tween, the fridge lets users chill their drinks, makeup, and more. With its retro styling, cool moving handle and vision window, the So Chill Mini Fridge is the ideal desktop accessory for any bedroom. It also comes with a removable shelf and door pocket, USB cables for use almost anywhere, and a sheet of stickers for customisation. The So Chill Mini Fridge is available from this month.

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Kick It!

Available now, Ridley’s Kick It! is a draft and score card game that’s all about leading a team to glory. There are two ways to play: a League, which is best for 2–4 people, or a Knockout Tournament, best for 2 or 4 people.

Players first choose their coach and pick their team, then they use their players wisely to defend against the opposition while attempting to score. If the player’s tactics are not working, they can bring on a sub and hope they make an impact.

There are three rounds either side of half time and with each round comes a new rule, so no two games of Kick It! are the same. The team who scores the most goals and earns the most football tokens wins. If it’s all square at the end the game goes to a penalty shootout with players using their remaining players to face off against their opponent’s goalkeeper to decide who will be crowned champion.

Ridley’s is also known for creative and innovative packaging and Kick It! is no exception. The 54 playing cards and 18 football tokens are housed in a two-piece spherical tin, printed to resemble the football itself. The vivid white background makes it stand out on-shelf, and the tin is fully recyclable. Environmental impact is a huge focus for Ridley’s and the company has invested a great deal of time and energy into removing single-use non-recyclable plastic from its products. It works closely with manufacturers on ecoconscious solutions that still allow it to create the bold novelty packaging.

With an average 10-minutes play time, Kick It! is ideal for filling half-time voids during the FIFA Women’s World Cup this summer.

Abrams & Chronicle Books distributes Ridley’s into the UK market. Carriage is free and there are no minimum order requirements.

Elf on the Shelf books

The Lumistella Company | 01908 803 800 Shop.elfontheshelf.co.uk | sales@babyrepublic.co.uk

The Lumistella Company, home to some of the world’s best Christmas brands including The Elf on the Shelf, Elf Pets and Elf Mates, is expanding its North Pole universe with new partnerships.

A recently announced global publishing deal with HarperCollins will see the release of more than a dozen titles over the next five years, including a title from William Morrow Cookbooks. The initial 2023 line-up from HarperCollins Children’s Books will feature a vibrant sticker book, a picture book and an engaging I Can Read title, all aimed at bringing a merry and bright season to readers of all ages. In addition, autumn sees The Lumistella Company publish and distribute a picture book that tells the story of Noorah, one of Santa’s most special and magical friends.

Other new Lumistella products for this year include all-new plush and mini toys, games, and official Scout Elf props, clothing and accessories. The Lumistella Company shares the magic of Santa’s North Pole globally

Zuru launches its first modular blaster range. X-Shot Insanity comprises four core SKUs, each designed using the latest in air-pocket dart technology.

Holding the No.2 position in dart blasters globally and in the UK, Zuru reported double-digit growth during 2022 and outperformed the category overall. Last year saw X-Shot become the fastest-growing brand within Outdoor & Sports Toys.

Driven by customer demand – for more ammo, actions and combos - the range caters to all with varying price points under £50, spanning both pocketmoney impulse appeal through to treat and gifting options. The sub-£10 entry price-point Insanity Manic includes five attachment rails plus 46 dart storage, while the slightly larger model, the Insanity Berzerko, comes complete with a tactical scope, eight-dart capacity and bolt action priming.

The Insanity Mad Mega Barrel includes a 72-dart barrel, and as with the Berzerko, has a 66-dart storage and can blast darts up to 90ft (27m). The largest item within the range is the Insanity Motorized Rage Fire, the first motorised blaster from Zuru X-Shot. With the ability to fire up to 40 darts in 10 seconds, the Rage Fire model boasts a tactical scope, auto-rotating barrel, 40-dart auto feeding belt and - a first for the blaster category - an adjustable tripod with 360-degree rotation.

Allegedly

Amazon announced last month that instead of getting rid of 18,000 workers, it would actually be adding a further 9,000 redundancies to its plans, 50% more than had been suggested in January. While it is clear Amazon wants less human interaction with its vendors and more automated communication, it is also plausible that Amazon over-hired last year, presumably in the belief that it would be able to sustain the phenomenal performance it saw during the pandemic. Whether that was over-ambitious, hubristic, or just plain naïve, I will let you decide. Without doubt, some consumers fell in love with the convenience of online shopping during lockdowns, but I would guess that many shoppers were delighted to be able to get back out into physical stores once again. Just as Deliveroo and many other online-first businesses are finding, replicating lockdown numbers was never going to be easily sustainable when the world re-opened…

When Argos closed its Milton Keynes office, the official line was that the retailer would be focusing operations on its Coventry facility. In practice, I gather some functions have gone a little further afield…to India to be precise. It’s not uncommon for large companies to outsource certain tasks in this way, but some toy companies are concerned that this move will lead to a drop in service levels and a lack of communication. Being given generic email addresses that are not monitored (allegedly) isn’t likely to instil confidence in the supplier base, who are rather concerned about account management, prompt query resolution and the flow of information going forward…

All is not rosy over at Disney. Back in February, the company announced it would be making 7,000 people redundant, and that process has now begun. Its metaverse division has been closed, which is arguably no great surprise, as it never outlined what it actually planned to do in the metaverse in the first place, beyond a vague statement that it was creating “unparalleled opportunities for consumers to engage with its products and platforms”. Perhaps more surprising was the departure of Marvel chairman Ike Perlmutter, as the Marvel Entertainment division became another casualty of the cuts. In an intriguing backstory worthy of a Netflix mini-series, it seems there was some unfinished business over a disagreement between Perlmutter and Disney CEO Bob Iger dating back to 2015, and it appears that the bad blood between the two has finally caught up with Ike. Beware the Ides of March indeed - et tu Iger…

Over in the US, I understand that Walmart has now ended its working from home policy, having apparently decided that it was having a negative effect on trading. It must be particularly difficult for a retailer, whose in-store staff have to be present in their workplace every day, to reconcile that with head office staff working on a hybrid basis. It will be interesting to see how UK retailers tackle this conundrum now that – to all intents and purposes – Covid is over…

I was honoured to be invited to the red carpet premiere of Hasbro’s new Dungeons & Dragons movie in Leicester Square last month. Official premieres are always glamorous occasions, and this was no exception (despite the less than glamorous London weather). All of the cast were there, along with the directors, and they all spoke enthusiastically about the movie in interviews beforehand. The film itself was thoroughly enjoyable: as you would expect, it had plenty of action and high production values. But it also had a lot of heart and some nice self-deprecating humour, which you don’t always get with the fantasy genre. Although I am not a D&D aficionado, I got the impression there was enough in the movie to excite the hardcore players, while it was also

accessible enough to appeal to a wider audience. Overall, it was great fun, and I’m sure it will bring new players into the world of D&D, as well as giving existing fans a movie they will love. Well done to everyone at Hasbro, eOne and Paramount Pictures. D&D has certainly come a long way since I used to visit TSR Hobbies in Cambridge all those years ago…

Indeed, it’s a big movie year for the toy market, with numerous family-friendly films about to hit cinema screens. As well as Dungeons & Dragons, there are also Teenage Mutant Ninja Turtles and Paw Patrol movies, and of course the highly anticipated Barbie film. And looking a little further ahead, we are now being promised live action remakes of both Moana and Lilo & Stitch – plus a hugely ambitious project from Warner Bros Discovery’s new Max streaming service, to produce a decade-long television series based on the Harry Potter books. With Lilo & Stitch going straight to Disney+ and the Harry Potter series being produced specifically for a streaming platform, we appear to be moving into new territory in terms of where entertainment projects from the major studios will engage with their audience. And while I completely understand the artistic and commercial logic of reimaging classic properties, this approach also comes with great responsibility: there is a whole generation of fans who idolize the original Harry Potter books and movies, as well as the Moana and Lilo & Stitch films (I am happy to confess to being a huge Stitch fan myself). For the new incarnations, get it right and the rewards could be immense – but get it wrong and there are an awful lot of people out there who won’t forgive you. Let’s hope the updated versions of these blasts from the past will live up to the promise of the iconic originals…

Over in California, plans are already underway for spring summer ‘24, with the LA previews starting at the end of last month. As I have mentioned before, I have never been to LA, so I rely on information from others as to what goes on there. Basic Fun’s Jay Foreman wrote an interesting Blog, which appeared on Richard Gottlieb’s Global Toy News website. Not only did it peel back the curtain to give a glimpse into the LA scene, but I thought it was also a fair and balanced overview. I have read some social media posts that have pretty much insinuated that all other events should pack up and go home (metaphorically), but Jay’s article seemed more measured in its assessment of the pros and cons. One nugget in particular stood out for me: the LA event now stretches across no less than five weeks. Yes, you read that right – not five days, five weeks! Now, that is fine if you are permanently based in or near to LA, but for everyone else from across the US and especially international visitors, that is quite a significant time commitment. As Jay explains, the timeline is roughly as follows: Week 1 for Walmart (of course they get a whole week…). Week 2 is empty. Week 3 is for Target, Amazon, Costco and other large US retailers. Week 4 is empty again. Week 5 is for international distributors and retailers, as well as other US accounts. So, for example, if you are a UK company targeting Walmart, Target, Costco and looking for international distribution, you could potentially be stuck in LA for five weeks – twice a year (once in April, then again in September). Do you fly home in the empty weeks or hang around? Either way it’s potentially a pain. All I will say is that LA clearly works for some – maybe many – people in the global toy community. And that’s great. But unlike some enthusiastic fans of the event, I am not convinced it will work for absolutely everyone. And that’s equally fine. There are plenty of other important shows and trips – Distoy, Hong Kong, New York Toy Fair, the new Direct Sourcing event in Amsterdam in October and others. Personally, I would be extremely wary of assuming every other event will eventually disappear to leave only LA standing.

Celebrating one hundred years of magic! Foil balloons available now!

Special preview starts here

SPECIAL PREVIEW

Fun and stimulating

Feature Members

assemble!

The hugely popular Toymaster May Show returns to the Majestic Hotel in Harrogate from Tuesday 16th to Thursday 18th May. The largest trade show in the UK & Ireland dedicated to independent toy, gift and model/hobby retailers, the three-day trade event is beloved for its laid-back atmosphere and easy access to top toy suppliers and leading indies alike. Toy World takes a deep dive into what there is to look forward to this year.

The countdown is on to the return of the Toymaster Show, arguably one of the most looked-forward-to trade events of the toy industry calendar. Open to all independent bricks & mortar toy, gift and model/hobby retailers in the UK and Ireland, whether they are a member of Toymaster or not, the show offers three unique days of relaxed networking in comfortable surroundings – and the weather is usually pretty good too.

Over 100 leading toy suppliers will be gathering at the hotel (and in the split-level outdoor marquee), including the likes of Bandai, Character Options, Golden Bear, Hasbro, Jazwares, Lego, Magicbox, MGA Entertainment, Mattel, Ravensburger, Spin Master, Tomy, Vivid Goliath and VTech (a number of which didn’t show in London in January). Smaller companies are also well-represented, such as Mood Bears – which recently found fame on BBC’s Dragon’s Den – and Slime Party UK, while first time exhibitors include the likes of Peers Hardy, Reydon Sports and Plus-Plus UK & Ireland. A full exhibitor list (correct at the time of print) can be found on the following page.

All the stands at the show are open and all product is readily available to view. Nothing is squirrelled away in

secret rooms and there won’t be any NDAs to sign. With stands naturally being smaller than they are at the likes of Toy Fair or Spielwarenmesse, exhibiting companies tend to focus on lines they know appeal to indies, including indie exclusives that help drive footfall into stores. This means retailers don’t have to waste precious

time wading through lines that won’t be suitable for them and can instead place orders only for the most likely best-sellers.

We’ve spoken to a number of representatives from these companies about the show and how they’re supporting the indie channel this year in

our Toymaster Touching Base feature found in the coming pages. We’ve also spoken to a selection of independent retailers that joined the buying group recently to find out about the ‘hidden’ benefits of membership and what makes the Toymaster May Show so special. Overall, the feedback we’ve gathered backs up what we (and other attendees) say year after year: that Toymaster is one of the friendliest shows on the calendar, and the place to be if you want to experience a toy trade show at your own pace.

Last year’s show saw a particularly strong turnout of Irish members and other indies, owing to the situation with Covid and its impact on London Toy Fair travel plans. Brian McLaughlin, the group’s development manager, is confident Irish attendance this year will prove that to be anything but a one-off: Toymaster has been advertising the show to its members and suppliers for some months (it sold out back in mid-January) and the level of interest and registration is suggestive of a very strong turnout.

Of course, those of us who’ve attended the show before largely know what to expect, as it follows a successful, proven format year in, year out. Visitors are free to arrange and attend meetings with suppliers, network with their peers and catch up with the Toymaster head office team, and at this show there is such a thing as a free lunch, served each day in the spacious dining hall handily located just off the bar. The Majestic’s kitchen has massively upped its game in recent years: most attendees in 2022 agreed that the food on offer (all dietary preferences are catered for) was very nice indeed and much appreciated. The Toymaster team has already met with The Majestic’s kitchen team to ensure this year’s fare lives up to the same standards, which will be music to the ears of everyone who tends to work up an appetite during the morning.

One slight change for 2023 is the return of the themed party night on Tuesday 16th. This year, guests are invited to grab their shamrocks and raise a pint of Guinness to Irish Night, back by popular demand. Fancy dress is not required, unless you’re really keen to dress up, in which case no one is stopping you. Wednesday night, meanwhile, is awards night. The Supplier of the Year Award and Friends of Toby Award will both be given, and there will also be a number of 25th anniversaries to celebrate, according to the Toymaster team. The dress code for awards night is smart, but not black tie: the Toymaster team is keen for all to feel welcome and comfortable. Although not obligatory, attendees are strongly encouraged to attend the evening dos at the show. They’re fun (live music and other entertainment are laid on), they’re free (as is the food and wine), and they offer even more opportunities to meet other retailers and toy suppliers outside the confines of the show floor.

The show is a direct reflection of the Toymaster group itself. Toymaster is the largest buying group for independent toy retailers in the UK & Ireland; operating as a ‘mutuality’, the group is wholly owned by the members, who are all shareholders in Toymaster. As a not-for-profit, Toymaster gives back to its members, and the group’s mission statement is a simple one - ‘To Help Our Members Trade More Profitably’. This applies to both its retailers and suppliers. The group wants to foster strong, lasting relationships between independent toy retailers and toy suppliers that benefit both parties, something it has long excelled at. Members usually enjoy greatly enhanced access to suppliers thanks to Toymaster’s focus on communication and business success. They also benefit from favourable trading terms and discounts they won’t have had access to before joining up.

As many readers will hopefully already be aware, retailers who choose to join the group are free to either brand themselves as Toymaster stores or keep their current branding. And whichever option they go for, they also retain complete independence. The only stipulation here is that those who choose Toymaster branding stick to the Toymaster logo and colour scheme rather than use artistic licence. This is simply to provide consumers with consistency and helps to hammer home the association between the Toymaster group and high-quality indie toy specialists. Ultimately, the group wants shoppers to see the Toymaster logo and know it means safe, quality toys, manufactured by leading suppliers and sold by experienced, passionate retailers.

Membership also offers a raft of benefits, not least of which is access to TIMS – the Toymaster Information Management System. If there’s one perk that should be considered above all others, it’s this one – it’s been mentioned by almost every retailer in our New Members Touching Base for a reason. An internal portal which manages invoices and payments (plus many other features), TIMS saves Toymaster members precious time and energy by keeping all invoicing in one location, cutting out both paperwork and admin hassle and making the payment process as simple as possible. The system is updated daily, meaning every supplier invoice the group receives is available for members to view at any time. For indies, who often have small teams and busy schedules, this is undoubtedly a major boon.

Then there’s the free (and again, entirely optional) window programme, sponsored by leading suppliers and used to create striking displays that turn passing traffic into ringing tills. Retailers can choose from 4- or 8-panel displays showing leading brands or popular themes. One of the biggest changes to take place behind the scenes at Toymaster in recent years, the group recently moved its marketing team in-house, which

means it is now able to be far more reactive to emerging toy trends, viral products and unforeseen events. Toymaster creates its own marketing assets which can be used by any member that wants to, across LinkedIn, Twitter, Facebook, you name it.

In November last year, the group also announced a restructuring of its committee set-up. Previously, the group had two committees: Marketing and Merchandise. However, the Toymaster board has amalgamated these into a single committee, now known as the Member Committee, on which sits Carl Blatcher (JAC Stores, Isle of Man), Ciaran Fitzpatrick (Banba Toymaster, Dublin), Dave Middleton (Midco Toymaster and Freak Treat, Burton and Derby), Emma Dadswell (Toys n Tuck, Southend), Stephen Hartfield (Kids Stuff across Sussex and Surry) and Chloe Farrow (Toymaster selector, committee co-ordinator).

Having recognised the different needs of its membership, the Toymaster board has also agreed a committee for the Island of Ireland membership, made up of Ciaran Burns (Toymaster Cookstown and Lurgan), Ian Bailey (Baileys Toymaster, Gorey), Jean Hodgins (Hopkins Toymaster, Wicklow), Jonny Rogers (Rogers Toymaster, Portadown and Banbridge), Pat Murphy (Murphy’s Toymaster, Dungarven and Youghal) and Ciaran Fitzpatrick (Banba Toymaster, Dublin committee co-ordinator). Most of Toymaster’s committee members will be at the show if attendees would like to speak with them.

Communication is undoubtedly one of the Toymaster group’s greatest strengths and is often the first thing to be mentioned when members are asked why the group is so helpful. Members are known to be both exceptionally friendly and very willing to assist others with help and advice on everything from what’s selling well to sharing orders of big box, high-ticket items across stores. Members who call the office are always greeted by a human being and support is offered quickly and freely. People talk about the Toymaster ‘family’ for a reason.

The group remains keen to talk with independent members about how joining up could benefit their business. If you’re an independent retailer wanting to ensure you’re making the most of the opportunities 2023 has in store, reach out to Brian and set up a meeting (brian.mcLaughlin@toymaster.co.uk) or pay a visit to the show.

Toy World has spoken to several new Toymaster members, as well as a selection of both established and new suppliers that will be in attendance at the show. Find out what they had to say on the following pages.

The Toy World team will also be there, and we’re all looking forward to catching up with fantastic indie retailers and top suppliers alike. See you there.

touchingbase New Members

Paul Rothwell

Big Top Toys, Bakewell

There are a couple of aspects of membership I’ve discovered since joining Toymaster that have surprised me. The group’s website includes a long list of items that its members are buying, so it’s easy to see if there is anything I should be buying that I haven’t been. And the marketing packs that can be purchased are very good value; we have been decorating our shops with them, and they look great.

The biggest benefit for me has been the invoicing system. Before I joined, I would be spending at least a couple of days a month uploading receipts and invoices for the accountant. TIMS means it’s now pretty much all in one place. Obviously not all suppliers I deal with are Toymaster suppliers, but most are.

I had assumed I would be able to deal with the larger companies I couldn’t get an account with before I joined. I already had a Lego account so had that covered, but there are a couple of the larger suppliers who are still seemingly reluctant to deal with me. However, they will be getting visits at the Toymaster show in May to ask why this is the case, and with the Toymaster team on hand for support I can hopefully get this resolved.

Fidelis Rice Totally Toys, Co. Mayo, Ireland

One of the most surprising benefits of being a member of Toymaster is the convenience and versatility of the TIMS account system. I have found it very useful for handling shortage and damage claims on the system. Chasing up these claims can be very time consuming as a non-member, but the TIMS system handles it all in a very efficient manner.

The single biggest benefit of being in Toymaster is the ease with which we can deal with new suppliers. We no longer have to contend with endless amounts of paperwork in order to open accounts and get new product in store. This aspect, and the extended credit terms we now receive as Toymaster members, is a real advantage.

To any business thinking of joining Toymaster, I would say: don’t delay. There is a cost to being a member but the increased margin you will enjoy will more than compensate for this.

Naresh Basantani Music Corner, Gibraltar

We are both excited and proud to be part of the Toymaster group. Since joining the group, our store in Gibraltar has benefitted from increased international recognition. Toymaster has helped us gain access to suppliers and distributors with which we had been very eager to work with for many years, and this has really boosted our business. The group has a unique, more centralised procedure for opening trading accounts and sharing our company info with new suppliers, which has made the process much easier and saved us time.

The centralised invoicing system and superb supplier access, plus the amount of information on toy safety and marketing programmes that is shared with members, all adds up to create a smoother, reduced hassle day-to-day business.

Toymaster also helps independent stores secure favourable trading terms and has a very strong and professional back-office team. They are always very helpful and happy to assist with anything you may require.

This year sees our store Music Corner celebrate 25 years of trading in Gibraltar. We would highly recommend that any store not yet part of this group joins the family and reaps the benefits.

touchingbase New Members

Dermot Salmon

Salmon's Department Store, Co. Galway, Ireland

Joining the Toymaster buying group, a retailing community with hugely supportive members, has been a new and major asset to our company. Our relative isolation amidst a sea of international competitors, in addition to our rural setting, has been greatly relieved by joining Toymaster. The group’s general manner, particularly its member support and positive attitude, has been very pleasant to experience.

The greatest benefit of group membership has probably been the unbiased, independent and valuable advice we’ve received from fellow members on a range of issues, plus the general expertise and knowledge of the toy marketplace that Toymaster offers any new member. The TIMS back-office management system is also an invaluable asset to any business.

We would have no hesitation in wholeheartedly recommending membership of Toymaster to any prospective independent retailer.

Donard McGreevy

McGreevy’s Toys Direct, Co. Mayo, Ireland

We’ve experienced many benefits since joining Toymaster. I’ve probably been most pleasantly surprised by the discounts we now get from suppliers. I had dealt with a lot of suppliers before I joined the group but I’m now getting much better value as a Toymaster member. The other members and the Toymaster team in Northampton are also a huge benefit: it’s a friendly and helpful community to be involved in. The amount of behind-the-scenes information Toymaster gives us on products, trends, etc. is very useful.

In my opinion, the single biggest benefit of being a Toymaster member is the instant access you get to all the leading companies and brands. Before we became a member, we’d have to wait for several weeks or more to get approved and open a credit account, but not anymore. Retailers considering membership should talk to existing members and get direct feedback from them. Ask questions and find out the information that’s relevant for you and your business.

Usman Ali Toys4you, Sutton Coldfield

Before joining Toymaster, Toys4you carefully researched the benefits offered by becoming part of the group, but after joining we discovered even more pleasant surprises. From providing guidance and resources on the look and feel of the shop to giving key insights into market trends, Toymaster provides a useful platform for independent toyshops and retailers to excel.

We weren’t aware until after we joined that members are given resources such as window displays, POS solutions and props for special sales periods including Easter and Christmas. These are little things, but they contribute a lot to the overall customer experience and perception of the shop. The media centre within the Toymaster portal gives our online and social media team a head start when creating posts and videos for our social platforms. The ability to keep track of invoices and the option to buy in one place helps reduce the administrative burden on independent retailers already inundated with other business-related activities. Toymaster also empowers its members to negotiate better deals with suppliers and gives access to exclusive products, which is a real plus in this very competitive industry. And if you have a question, you can put it to all the other members in the forum: there is always someone ready to offer expert advice.

The single biggest benefit of becoming a Toymaster member is the access to Toymaster portal, TIMS. Business success relies on the relationships and communication you have with your suppliers and Toymaster makes it easier by giving members access to a central repository containing all supplier details, catalogues and marketing/product assets, invoicing, order forms and industry data.

Any indie retailer that wants to join Toymaster should not have any second thoughts. Being part of the Toymaster family helps move your business to the next level and I believe joining should be a no-brainer. Toymaster isn’t just any old retailer’s association, it’s a family of very friendly people that grants you access to important industry data, suppliers and resources which are almost impossible to get as an indie outside of the group.

Our experience of becoming a Toymaster member was very smooth. All our questions were answered promptly and there is always someone who can help you if you have any issues or queries. Indies who want to join Toymaster should not hesitate and sign up as soon as possible. If you don’t, you are missing out on all the opportunities Toymaster brings to your business. If any indie has any questions they can approach us, or any other Toymaster member, at the show and we will be more than happy to help.

Phil Hooper UK managing director, Plus-Plus UK & Ireland

As a new subsidiary of Plus-Plus, we have recruited (and continue to recruit) agents focused on working collaboratively with indies to build our brand in the UK & Ireland. We are fully committed to working with agents to service the needs of our stockists. Our products are manufactured in Denmark and shipped from the EU, so our supply chain is much shorter and more reactive to demand fluctuations than it would be if shipping from Asia: this helps us ensure that serviceability is a high business priority.

Plus-Plus is a brand with a proven track record of selling successfully from a range of merchandised spinner units, typically shipped with demo stock built in, giving consumers the opportunity to play with the brand in-store and appreciate how fun it is. We’re also looking to support key independents across the county with a range of marketing support including demo days and sampling opportunities.

Plus-Plus already has a solid distribution base but there’s still a big opportunity to work more closely with Toymaster members to expand both our geographical coverage and breath of ranging. Our tube business is where many accounts start, but segments including Learn to Build, Puzzle by Number and Big offer so much more across building, puzzles, open-ended play and activities. We felt that it was essential to become a Toymaster supplier to enable us to work more closely with members to build our business together.

We put a great deal of effort into how we showcased the PlusPlus brand at London Toy Fair and Spring Fair but believe that showing directly to Toymaster members in Harrogate will give us the opportunity to have a more direct and constructive dialogue. We’re as keen to get feedback from members as we are to help them understand more about our brand.

Plus-Plus is manufactured in our own production facilities in Denmark, to a high level of quality and from 100% renewable wind energy. We believe that a brand like ours can offer a level of quality and differentiation that is so often requested from the independent trade.

James Barrett

Sales manager, Peers Hardy UK

We’re passionate about our independent toy retailers and in the past year we’ve seen huge growth in the number of independents we supply. In order to support them we offer discounts on orders, free display and POS as well as gift bags for our Disney jewellery and Wow Generation products. We’re always looking to introduce new licences and products and would actively look to help any customer who was seeking a particular product or licence we don’t currently supply.

We decided to become a Toymaster supplier because of the huge number of retailers the group has in its membership, plus the fact our products are a great fit and offer something new to members that isn’t offered elsewhere. The way Toymaster works makes it easy for both us and its members to work together. We’ve seen our supply to Toymaster members quadruple this year alone, and we hope to deal with more members going forward.

We decided to exhibit at the show this year, and hopefully in years to come, as it will enable us to catch up with our current customers and hopefully reach out to some new ones. Those who haven’t seen our new products will get a chance to see lines we’re introducing for the second half of the year as well as our fantastic new brand, Wow Generation - plus there’s the fact we get to spend a few days out of the office (and play some golf).

touchingbase Exhibitors

Simon Willott

Senior business development manager, Hornby Hobbies

Hornby Hobbies will be putting a lot of time and focus into the independent sector this year with the aim of building relationships further and expanding on our current customer base.

Our Business Development team will continue to visit our independent customers to showcase our latest and greatest products. Our new ranges will continue to launch throughout the year, with some exciting innovations set to arrive in the market. Many of our new products and ranges are developed for sale through independent retailers so the channel will continue to be a big focus for us.

Our current stockholding remains strong, and we’ll continue to supply the independent channel with high-quality merchandise that offers value for money across all our brands. We’ve also added new systems to give customers more information and visibility on their business with us.

It’s vital that Hornby Hobbies exhibits at the Toymaster show and gets back in front of its customers for what will be the first time since 2019. The opportunity to meet and greet our colleagues and customers once again, be they new, existing or potential Toymaster members, will be crucial to our success this coming year. Our ranges cover both the hobby and toy sectors and Toymaster stores are a very important way to give consumers full access to our toy ranges. We look forward to seeing our customers when they visit our stand at the show.

Sam Bucknall Head of UK & European Sales, Smiffys

At Smiffys we continue to support independent retailers by introducing new, innovative lines throughout the year. We are continually adding to our extensive licensed portfolio, allowing our customers to access the most sought-after character costumes and partyware. Our dedicated sales team is on hand to support independent customers, listening to their needs and striving to ensure customers have access to high quality, popular products. We also continue to support bricks & mortar retailers with seasonal POS to help drive sales.

Independent retailers continue to be a priority for Smiffys. We recognise the importance of a high street presence for both the retailers and our brand, allowing customers to see Smiffys products for themselves, displayed alongside complementary toy ranges. The May show is a great opportunity for us to strengthen the relationships with our existing retailers and meet new potential buyers.

Marketing manager, Pat Avenue

Pat Avenue is really excited to be attending the Toymaster show this year. As we’ve recently been through a rebrand, it’s important for us to be able to engage with members face to face and the Toymaster show gives us that unique opportunity. We have an exciting new chapter ahead of us as we prepare to launch our brandnew in-house range, Battle Heads. We consider independents a key partner in this launch and the opportunity for them to see and play with the product will be invaluable.

We also view independent retailers as a key ingredient to our future success and as such will be investing heavily in marketing activity and retail support. We will have various in-store POS that will be available to our customers as well as sample packs and fun day kits to increase footfall. We will also be running social media campaigns and competitions to increase awareness of our brands.

In addition, we will have several exclusive Toymaster offers available at the show for members to take advantage of.

Robert Snuggs

Managing director, Bounce Sales & Marketing

Bounce has a long history of offering a friendly and efficient service to independent retailers, and we’re dedicated to building strong relationships with independent toy retailers over the coming year. As the leading specialist sales agency for children’s books, we offer a unique and diverse selection of products for Toymaster members including toys, games, puzzles and books, and we’re constantly adding new products to our range. With no minimum order quantities and no carriage charge, we are committed to providing a flexible service so toy retailers can both experiment and easily replenish stock. We are offering an extra 5% discount at the May show for all Toymaster members.

We pride ourselves on providing superb customer service. Bounce offers a knowledgeable and experienced ‘on the road’ sales force backed by an office team that helps our Toymaster trade customers choose the right products for their markets.

The team is looking forward to attending the Toymaster May Show in 2023 for the first time and to sharing plenty of physical samples from our toy and games, book, and puzzle selection. We are excited to connect with as many Toymaster members as possible, so please do visit us in the Upper Marquee. It will be a pleasure to meet and introduce ourselves in-person at such a key event in the independent toy retailer’s calendar.

touchingbase Exhibitors

Simon Prest Sales director, Orchard Toys

By working with our distribution partners, we’re able to offer our independent customers more flexible terms of business. And as a brand, we’re working collaboratively with independents on promotions that will help drive their business, offering them tailored in-store activities so they’re able to host bespoke activity days that will drive footfall through their stores.

The independent toy trade is vital to our business. Indie retailers’ interactions with their loyal customers serves as our eyes and ears on the high street, and we really value that shopper insight, alongside their custom and support. Attending the Toymaster show gives us another great opportunity to see our valued indie customers, get a feel for current trading and an outlook for Q4 expectations. The show is also another perfect occasion to meet our customers in a more personal and relaxed environment, show them our whole range, share our knowledge around what is performing, and make recommendations for the all-important season ahead.

As a company we’re always looking at ways in which we can help and support our customers. We understand the challenges retailers face, especially in the uncertain times we have experienced over the past few years. With this in mind, we’re always on hand with consumer promotions and giveaways to help grow social media platforms, as well as useful in-store display units and striking window displays to help drive footfall into stores. Halfway through the year, we run a promotional offer which includes extended credit, free stock and access to new products, ready for the all-important Q4 period. This is a really great tool for our customers to use, and many take advantage of the offer.

We feel that we have a great product offering across our brands and we’re confident that our new Janod Bath, Craft and Lalaboom collections are a great fit for a Toymaster retailer. During the Toymaster show, we’ll present our new collections with display stands and FSDUs along with some not-to-be-missed offers and discounts. The show represents a great opportunity to meet up with our customers to discuss business, but also to catch up in a relaxed social setting.

David Mordecai CEO, One For Fun

Every year, we work alongside Toymaster to ensure we provide the best and most useful service to the independent toy retailer. Special business development managers we deploy in each area collaborate with independents to ensure we make the most of display and marketing options.

It’s so important to be at the Toymaster show and to catch up with everyone: we get lots of valuable feedback across the three days and always grow our relationships with this allimportant sector of the retail market.

Our customer service is exceptional and we often have feedback from independents to support that claim. A low minimum order of £250 to receive carriage paid is an incentive to order too. There will also be new promotional offers at the show, including on some of our best-selling items.

Our PR and marketing team liaises closely with Toymaster to sell through to the consumer and to promote the Toymaster brand, while also supporting our own brands and giving them a high profile. This year we will have a renewed social media presence thanks to our dedicated team. Our social media experts will also be on hand to assist retailers as we promote widely to the consumer whilst keeping the trade informed and up to date.

We offer the pick ‘n’ pack operation across many of the leading brands advertised in this issue of Toy World magazine, helping independent retailers access big names at competitive prices without having to overstock by overbuying. Our special offers are always pitched at small quantities, enabling retailers of all sizes to take advantage of them rather than just the bigger buyers.

Kayes has always found it beneficial to support the platform provided by the Toymaster group and has been growing its business with individual members consistently over the years. The warm and friendly atmosphere at the show allows members and suppliers alike to build long lasting relationships to their mutual advantage, while the timing helps independent retailers plan for the busy Christmas trading period. Suppliers can then ensure the required stock is available at the right time.

touchingbase Exhibitors

Chris Beardmore

UK sales manager, Learning Resources

Chris Lohmeyer Managing director, DKB Toys & Distribution

DKB continues to thrive in the independent space. With a key focus on margin and the right product in the right space, we continue to deliver. A new focus for us in 2023 is our distribution agreement with Creative Kids, which adds further depth to our ranges. As well as this, we continue to deliver high margin on lines such as Crazy Aaron’s, a well-loved product in the independent sector.

Having been in the toy industry for more than a decade, you see a lot of change and a lot of things that come and go. One thing that is consistent, however, and that continues to thrive - whether it be through pandemics, the cost of living crisis and more - is the independent trade. Now more than ever, it’s crucial that we are here to support the trade and the Toymaster show. The business we get from independents is very important to us, as it is for us to be able to support them with excellent product

Andrew Reynolds National accounts controller, Marvin’s Magic

It’s the perfect environment to showcase a targeted selection of toys suitable for their stores, and to get to know our independent trade customers better. This means we can offer them customised product mixes that suit their customer bases.

All our customers have access to our marketing resource centre online portal. Here they can download marketing assets including a comprehensive library of high-quality product and lifestyle images, as well as video content to use in their physical and online stores.

We also provide regular marketing campaign updates and best practice guides to support Toymaster members in creating appealing merchandising displays, experiential events and more in their physical and online stores. Finally, Learning Resources has a comprehensive library of free downloadable activity sheets which members can access on our website. Members will find colouring sheets, seasonal activities,

We’ve worked hard to extend our network of sales agents in the UK with the appointment of CK Agencies in the UK and WLS Wholesale as our distributor in Ireland. We’re already reaping the rewards from these new partnerships, meaning we have more boots on the ground, can offer further support to stores, and increase our reach and presence across the UK & Ireland. On top of this, we will be showcasing Marvin’s Creative Art at the Toymaster show, with our brand-new artXtra range set to wow customers both old and new. Plus, we’ll have exclusive show offers designed specifically for the independent sector and not offered elsewhere.

We consider the Toymaster show at Harrogate to be a UK toy industry institution. It’s a warm, friendly show and a great business environment which gets the balance just right. Being a Toymaster supplier gives us the ultimate insight into what works and what doesn’t almost immediately: the group’s members are at the coal face day after day, talking with and getting feedback from the people that really matter to us all - consumers.

Karen Clarke

Smart Toys and Games

Many of our lovely independent retail customers have been with us since we opened our UK office some nine years ago. We’ve always supported our retail customers with an offering of complimentary demo samples and in-store marketing materials and this year we’re extending our support with in-store demonstration days as well as customised TV screens which showcase our eye-catching how-to-play videos. If any of our retail customers require additional product training, then we would be more than happy to arrange this virtually from our dedicated Toymaster is not only a members buying group association: it is a community of like-minded professional people with a passion for good quality toys and games. As a Toymaster supplier, the annual show is a staple event in our calendar every year as it provides us with the opportunity to meet with both existing and new Toymaster customers, all under one roof. Being able to showcase our best-sellers and new products for the year in such a relaxed environment makes it a very enjoyable and productive show for all. There is a real family feel about the Toymaster group. This becomes particularly apparent when we meet with new Toymaster customers who have been encouraged to drop onto our stand by fellow members. We look forward to seeing everyone at the show.

touchingbase Exhibitors

As well as our much-loved loyalty puzzles and get a seventh puzzle free (fulfilled by us), we have introduced ‘Retailer of the month’, an opportunity to recognise the loyalty and support of our fantastic network of independent retailers across our marketing channels. We will be creating special offers for the indies available at the Toymaster show and we’re also relaunching our online ordering portal to ensure we offer a seamless and easy ordering experience

our lifeblood. We are proud of being a longstanding Toymaster supplier, helping us to keep a fair and consistent

opportunity to connect with members and other independent businesses, ensuring we build those relationships and find new opportunities together.

Phil Cassidy Managing director, Casdon

As a third-generation family business, independent retailers have been a huge support to us over the 77 years since my grandfather launched the business. We wouldn’t be here without them and their loyalty to us as a British toy brand, and they are still such a vital part of our business. Attending the show gives us an opportunity for the whole team to meet with our customers in one place. These retailers provide us with insight into any issues they are facing as well as their outlook on the high street for the year ahead.

There will be exclusive discounts available to retailers at the Toymaster show, which can be discussed with the Casdon team, plus plenty of marketing support available across digital to in-store. Do come down and speak to the Sales and Marketing team at the show to find out more.

Roger Martin

Hobby & Independent channel director, Asmodee

From Asmodee’s perspective, independent retailers are the bedrock upon which our business was founded. Supporting hobby and independent retail is not only part of our DNA, it’s a priority. Because of this, we offer ongoing support to our independent retailers and this year again we will continue to provide them with regular offers, exclusive products, POS, FSDUs and events.

Being part of the Toymaster group means we benefit from a good, strong, central team at Toymaster which knows and believes in our products and shares the same values as us when it comes to independent retail. Plus, it gives us the ability to share knowledge and best practices across different types of members and different types of activity. This means that if we find that something is working well with one group of Toymaster members, we can suggest other products that might also work well for them.

touchingbase Exhibitors

Katy Fletcher Head of Marketing and Product Development, Ravensburger

This year we continue to support independents as we’ve always done; our numerous partnerships are long-standing, and the field sales team develops relationships through regular visits and communication. We’ve always invested in in-store displays and POS materials, giving independents visual assets that ensure consumers recognise the trusted blue triangle brand we’re renowned for. Tactical support is provided year-round in the form of promotions, launch events and brand activations, as well as social media assets and digital campaigns.

During 2023 we have a ‘touch points’ for which supporting independents is key. The muchanticipated launch of the Disney Lorcana trading card game in August, for example, will commence with specialist game retailers and independents. There’s also the 65th anniversary of the much-loved wooden railway brand Brio, which remains a family favourite. Both touch points give us an opportunity to further support our many independent UK-wide retail partners.

Toymaster members have always been important to the success of our business, providing us with retail space that put our brands at the heart of high street communities across the UK.

Lewi Hillier UK Sales & Operations director, Click Distribution

We’re very proud to be working with so many fantastic independent retailers across the UK and ROI. We offer a huge selection of the hottest and best-selling toys and collectibles licences in the World, all with a very small MOQ - just £250 carriage paid. Each of our retail partners has its very own dedicated account manager to discuss the next ‘big thing’, as well as access to our website, where customers can place orders 24 hours a day, seven days a week.

In addition to our fantastic customer service and great range of exclusive products, we love to support all independent retailers with window displays, catalogue listings, TV/social media tags, free stock to giveaway to consumers, and, of course, events in stores. Come and say hello at the show for more information.

Being a Toymaster supplier and exhibiting at the show is of huge importance to our business. To have the opportunity to be able to meet so many members and independent retailers in person, and share our plans for the year, makes this show is a must-visit event in our calendar.

the independent trade. We will be presenting our vast range of quality games, toys and puzzles, which retail below £10 and offer retailers sensible margins. Given that such a large percentage of toy sales are currently at pocket money prices, it’s a good time to come and see what we have to offer.

Working telescope for you and Luna!

Rotate top of tower to access the room

Toymaster holds first supplier meeting since 2017

Ahost of toy companies travelled to Swindon last month to attend the first Toymaster supplier meeting for six years. Toy World was honoured to be invited to join the meeting, which outlined Toymaster’s strong trading performance and highlighted opportunities for suppliers to engage further with the group and its members.

Toymaster now has 136 members, which operate a total of 280 stores across the UK and Ireland – plus one store in Gibraltar and two in Malta. These stores represent a diverse selection of specialist independent retailers, including single stores, multi-store groups, seaside outlets, garden centres and online traders. Seven new members signed up in 2022, and another new member has already been welcomed this year. Almost forty Toymaster members have been with the group for over 25 years, which illustrates the consistency of the business.

Toymaster’s recent trading record has been exemplary; in 2022, when the total toy market declined by 3%, Toymaster members’ sales grew by 14% versus 2021, and was up by 22% when compared to 2019, the last ‘normal’ trading year. 76% of Toymaster members traded up last year, and that trend is continuing this year; in Q1, when the total market was deemed flat, Toymaster’s sales increased by 10%.

The Toymaster business is also in a robust position financially, being entirely self-financing with a large amount of cash at the bank, zero debt and a growing net worth, which now exceeds £4m.

The retail group believes its individual members have many key strengths which are contributing to the group’s performance, including the ability to be reactive and flexible; being good at spotting trends; not being governed by a rigid buying calendar; product knowledge which is second to none and having a strong social media presence. Consumers looking to support local businesses post-pandemic is another trend that has very much worked in Toymaster members’ favour.

Toymaster members are also hugely supportive and collaborative, regularly sharing information and best practice to help their fellow members prosper.

As Paul Reader pointed out, Toymaster doesn’t sell own-label products and only works with brands, and he made an impassioned plea for branded suppliers to work closer with Toymaster to help deliver on its promise of helping its members to trade more profitably.

Closer working relationships and support to achieve a healthy margin mix were on Paul’s wish list for suppliers, as well as the opportunity to launch new ranges exclusively through Toymaster stores: as he said, “Collectively, the 280 stores of our members offer serious shelf space for brands at launch.”

Suppliers were also encouraged to support other key marketing initiatives, such as the Christmas catalogue – “our biggest and most powerful marketing tool” according to Paul – window displays and the Toymaster product hub. Next year will see the Spring catalogue disappearing, as Toymaster switches its Q1 focus to launching new products (which often arrive long before the catalogue is available), in-store merchandising, window features and digital marketing.

Toymaster also confirmed that it has rejoined the Toy Retailers Association to help in its fight for business rate reform, ongoing energy support and its ongoing work to highlight toy safety issues, especially in the online channel. Paul also announced that the Toymaster FOB

programme for the UK and Ireland will be returning later this year, now that freight rates have come down and prices in the Far East are returning to a more stable level.

Summing up, Paul suggested that Toymaster is in a stronger position than ever: “Contrary to what you might read in some national media outlets, the Hight Street is vibrant and consumers love shopping at specialist retailers, valuing their expertise and personal service.”

Of course, there are challenges, not least online competition, which Paul acknowledges “isn’t going away.” Consumer confidence, business rates and the pace of change affect all retailers, but independent retailers are arguably at a greater disadvantage, given their lack of resources; unlike major accounts, there aren’t big teams to delegate to, the indies have to do it all themselves. And if they make mistakes – as every retail buyer can from time to time – it’s their own money that is at stake.

This makes it all the more crucial that toy suppliers support the independent channel to the best of their ability. The Toymaster head office team does a tremendous job coordinating marketing activity and building relationships with the supplier base, as it truly understands its members and all of their diverse needs. With the support of toy companies, the Toymaster team can help to ensure the continuing health and success of its members and the specialist toy retail channel, which can only be a good thing for the toy market as a whole.

The meeting gave Toymaster the opportunity to update suppliers on what the retail group has been doing, and how they can maximise their business with the members.

May Show 2023 exhibitor list

A.B.Gee

Antony Nunn Agencies

Asmodee

Baby Republic

Banaghans

Bandai

Basic Fun!

Bigjigs

Bliss Distribution

Bounce Sales & Marketing

Brainstorm

Canal Toys

Carrera Revell

Casdon

Character Options

Cheatwell Games

Clementoni

Clever Child

Click Distribution

Click Europe

Craft Buddy

Depesche

DKB Toys & Distribution

Epoch Making Toys

Flair GP

Funko

Funrise

Galt

GB Eye

Geemac

Geomagworld

Gibsons

Golden Bear

Great Gizmos

Halilit

Hippychick

Hobby Company

Hornby Hobbies

IMC Toys

Innov8 Creative Academy

Jakks Pacific

Jazwares

John Adams

Juratoys

Just Play

Kandy Toys

KAP Toys

Kayes of Cardiff

Keycraft

Learning Resources

Lego

Magformers

Magicbox Toys

Marvins Magic

Mattel

Melissa & Doug

MGA Entertainment (inc. Zapf Creation)

Michael O’Mara Books

Mojo Fun

Mood Bears

Mookie

Moose Toys

MV Sports

One For Fun

Orchard Toys

Padgett

Pat Avenue

Peers Hardy

Playmobil

PlayMonster

Plum Products

Plus-Plus

Rainbow Designs

Ravensburger

Redlands Distribution

Reydon Sports

Robbie Toys

Royal Brush

Rubies UK

Schleich

Sequin Art

SES Creative

Simba Smoby

Slime Party UK

Smart Toys

Smiffys

Spin Master

Tomy

Tonies

Toynamics UK & Ireland

Toys2market

Ty

United Wheels

University Games

Usborne

Vivid Goliath

VR Distribution

VTech

Warlord Games

Wilton Bradley

Winning Moves

Wow Toys

Hasbro

Peterkin

Experience imaginative adventures with over 400 detailed figures from the world of Disney, animals, prehistoric times or magical mythical creatures. Your imagination writes the most beautiful stories: Go on safari with lions, dance with princesses in the castle or tame dragons with fairy dust. BULLYLAND offers limitless variety for endless play & collecting fun!

Alpha Toys

00 353 67 63800

info@alpha-toys.co.uk (UK) info@banaghans.ie (Ireland)

Siku is a German range of die cast vehicles covering many categories from farm and construction to emergency services and recreational. Whilst traditionally best known for its 1:32 models, particularly in the farm category, there is now tremendous interest in the pocket money Blister models range. With a wide array of models and lots of new launches, it has become a staple range for many stores and has many fans looking for the newest models at affordable prices.

There is a spread of vehicles covered –cars, trucks, planes, trains, buses, diggers and tractors – along with all the main licences such as Bugatti, Lamborghini, Porsche, Bentley, Range Rover and Jaguar in cars, New Holland, John Deere, Massey Ferguson and Fendt in tractors, and construction favourites such as JCB, Liebherr and Volvo.

The optimal way of displaying the Siku blister range is on a robust Siku branded spinner stand, which come in different sizes; the Alpha Toys team can recommend the best solution.

Siku die-cast models are available across all categories in three scales - 1:87, 1:50 and 1:32 so whether customers are looking for a pocket money pick up or to spend a little more on a gift, there is something in the range for everyone.

New lines in Siku Blister range will be released in two phases during the year with some new items not seen before, including Gift Set combinations for extra play value. There will also be new models in the 1:87 and 1:50 scale ranges with particular focus on DHL vehicles.

New 1:32 farm category releases include the John Deere 8R410 4WD Tractor with dual wheels and Amazone Centaur (tractor attachment) and on the way is the 1:32 Fendt 728 Vario. Collectors will also be able to get their hands on some items in the Siku Control range which were originally planned for 2022.

Just Play

www.justplayproducts.com

Following the success of Series 7, 8 & 9, to celebrate 100 years of Disney, Disney Doorables sees the highly anticipated launch of Series 10. The new collection features 80 characters from a century of storytelling which have never been featured in a Doorables collection before.

Just Play will also be showing its much sought after line for Disney Lilo & Stitch. Children can recreate the adventures of the loveable duo with a new collection of 12 blind bag figures, featuring Stitch munching on his favourite snacks, or get interactive and totally immerse their senses with the new Sound and Scented Small Stitch Plush.

The Disney cult classic Tim Burton’s Nightmare Before Christmas is adored by children and adults alike and, inspired by the 30th anniversary of the beloved holiday film, a new five-piece figure set from Just Play features Jack, Sally and the Halloweentown crew.

As part of the big Disney celebration, Just Play will also be rolling out the Disney100 figure collection that celebrates 100 unique Disney characters across 12 different packs. This special collection is going to be a big hit with Disney fans and those looking for something extra special.

Just Play will also be bringing the magic of Sesame Street into the toy aisle in its first year as master toy licensee, and completing the 2023 lineup will be the Weighted Comfort Plush Elmo.

Just launched in the US and flying off the shelf, is brand new collectible MalloMallo. Kids can open a mystery blind box to discover a squeezable cute MalloMallo Mini Collectible Stylized Plush. Each package contains one of 12 marshmallow-inspired, super soft and cuddly characters, suitable for children aged three years and up.

Just Play is showcasing a fresh doll and fashion play experience with the launch of Style Bae. Dropping just in time for fashion week, it offers young fashionistas an easy and engaging way to explore creative expression with hundreds of styles and accessories to mix and match with their dolls, offering endless hours of play. Style Bae dolls are customisable from their hair to their shoes and feature a multitude of trendy, colourful fashion collections which are peelable and reusable.

Magicbox

01293 222 500

www.magicboxint.com

sales@magicbox-toys.co.uk

Magicbox is taking fans on their next SuperThings adventure, with the range preparing to enter the Mutant Battle phase this autumn/winter. Available from 10th August, the theme promises lots of quirky character mix-ups to explore, over 100 characters to find and four finishes to collect in this series: regular, silver, gold and new colour-changing figures. Magicbox’s full support will be behind this launch, with fresh webisode content, digital pre-roll and TV, all mixed with inventive PR campaigns. Marketing for AW23 will include a national redemption campaign, giving fans the chance to redeem a limited-edition Golden Figure.

Dolls, collectibles and pocket money toys are all catered for with the latest arrivals from KookyLoos. The expressive mini-doll range is back in the second half of the year with a brandnew theme (the Glitter Glam Series) plus a new line-up of KookyLoos Mermaids.

The range launches with four mythical characters to collect, and each KookyLoos Mermaid doll features the expression-changing feature that kids love. Each doll features three faces so kids can change their Mermaid’s facial expression with a swipe of the finger. Kooky Mermaids come housed in a colourful, iridescent shell which kids open to reveal a play set. The shell also doubles as a purse, and each doll comes with accessories, a mermaid tail and dress, plus a cute pet hidden inside a pearl.

T-Racers allow kids to mix and race vehicles and drivers, and the collection will speed into autumn/winter with a brand-new Color Rush series. This new theme will introduce 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-change Tagmalion.

One For Fun

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

The company that brought Pushpoppers to the market has launched its new range of fidget toys, Micro Fidgetz – tiny toys that can actually be played with. This new concept combines the mystery of blind bags with the collectability of a range of Micro Fidgetz collections. Each round tub has a see through panel at the top displaying one fidget toy, while underneath another four toys are stacked in blind bags, waiting to be revealed. Each Micro Fidgetz tub has a full list of the whole range to collect.

Stretchy, squishy, spikey, shiny, sparkly, sweet and food are the themes for 2023’s pocket money lines with the Scrunchems lines of squishy balls.

Sweet and savoury food stuff is celebrated throughout the range, from the Breakfast Squish ball to the Tutti Frutti ball. These are joined by a whole range of Scrunchem styles in a variety of packs to complete a comprehensive range of everything squishy. Slime and Putty have never gone away and a resurgence in popularity sees the introduction of Canned Slime and Charm Putty in various themes including Unicorn Rainbow, Tiny Iced Treasures and Space Gamer. Pushpoppers are joined this year by the Mega Push Popper Ball, a combination of a squeezy stress ball with pushpoppers all over the surface.

The ever-popular Loom Twisters will be back in stock this month and are selling out to a new generation of Loom fans.

Animigos World of Nature range has won acclaim and awards for the lifelike depiction in plush of the world’s animals. These include unusual creatures such as an okapi, Arctic fox, Malayan tapir, snow leopard and capybara, while other additions are a Pointer puppy, grey fluffy cat, seal pup, dolphin, hamster and bat.

One for Fun also distributes Dream Beams glow in the dark plush character companions, and new waves will continue to be launched in 2023 with new product on show.

In the Ozbozz outdoor range, new lines include a collection of mirrored skateboards in a variety of sizes, with stunning design work designed to appeal to all tastes.

As distributors for Maisto and Bburago, One For Fun will introduce a whole host of vehicles for 2023 – stand outs are the Farmland Play Sets with tractors, a combine harvester and many other new farm vehicles. A fleet of new Ferraris includes a new SUV and, arguably, the hero product this year is a highly detailed model of the RB18 car driven by Max Verstappen in 2022.

BB Junior has picked up many consumer awards and key lines for this year include the BB Junior first collection of Bugatti and Lamborghini cars along with the BB Junior My First Carry Along Garage and the BB Junior Push n Glow F1 Car. Additions to the popular bath time range include the Splash n Play Light Up Sailboat and the Splash n Play Music Tugboat.

There are plenty of exclusive deals to be had for Toymaster members, and a low carriage paid amount of £250.

Peter Rabbit™ Wooden Pullalong

Peter Rabbit™ Wooden Dominoes

Peers Hardy UK

www.tikkers.co.uk / www.peershardy.com

pashfield@peershardy.co.uk / jbarrett@peershardy.co.uk

Peers Hardy is UK distributor for character licensed watches, jewellery and gifts/ accessories as well as its newly launched brand Wow Generation. In addition, it also owns the children’s Tikkers watch brand.

Following success with Wow Generation at the London Toy Fair and Spring Fair shows, securing a number of Toymaster stockists, the company will be showcasing the brand again at the Toymaster Show.

Wow Generation is a lifestyle brand aimed at 6–12-year-old girls which centres around five girls, all with different passions and interests. Featuring a range of products including stationery, jewellery, cosmetics, back to school, tech and arts & crafts categories, the packaging and displays are vibrant and impactful. Peers Hardy is offering retail support in the form of POS, Wow Generation gift bags and free displays.

The character licensed watch collection features favourite characters from Marvel, DC, Harry Potter, Lilo and Stitch, Pokémon, Minecraft, Mario and Sonic plus many others. The range of product includes interactive watches and analogue time teachers, and new for this year are Walkie Talkie watches with a 200m range and teen/adult themed shaped clocks with designs based on Mario, Beetlejuice, IT, Friday the 13th and Dungeons and Dragons. The company offers free displays and looks to support stockists through promotional activity.

Peers Hardy’s collection of Disney licensed jewellery and accessories is continuing to grow, with this year seeing the introduction of a keychain collection. This covers a variety of characters such as Baby Yoda, Stitch, the ever-popular Nightmare Before Christmas, Winnie the Pooh, Disney Princess and, of course, Mickey and Minnie Mouse. Display and gift bags are provided free of charge.

Tikkers offers a range of fashionable analogue time teacher watches. The brand has also seen the introduction of activity trackers, children’s smart watches and earbuds for teens, and interactive watches and headsets for younger children. These products enable children to interact with their first piece of wearable technology safely, without breaking the bank. There’s a range of display options and the four-sided spinning floor standing unit is a great way to incorporate character licensed watches, Disney jewellery and accessories and Tikkers all on one display.

Orchard Toys

01953 423 422 | www.orchardtoys.com

sales@orchardtoys.com

Orchard Toys will be exhibiting at the Toymaster May Show, featuring a new jigsaw and highlighting its new games for 2023, including seasonal product for Christmas.

The show will be an opportunity for independent retailers to see the full portfolio of Orchard Toys best-selling fun, educational games and jigsaws. Plus, there will be opportunity for indies to discuss promotions and bespoke in-store activities.

Star products for the show will be Orchard Toys’ new space themed jigsaw, along with Unicorn Fun! and Dinosaur Dig, both new in the line-up of 2023 launches and proving to be a big hit with consumers.

Dinosaur Dig is a fossil finding game, where the aim is to be the first to dig and discover all the bones to build a 3D T-Rex dinosaur. Players take turns to hook matching coloured dinosaur bones with their pick, to build their own 3D dinosaur. If the bone piece doesn’t match, it’s returned to the mud, but players who hook a terrible T-Rex will lose a piece of their dinosaur back to the swamp. The winner is the first to complete their dinosaur. Learning through play, this fun game is perfect for helping children 4yrs+ develop colour matching, memory and dexterity skills.

Unicorn Fun! features three fantastic and fun unicorn themed games in one box, making it great value. Aimed at children aged 4-8 years, there’s Unicorn Party, where players help the unicorns get ready to celebrate then cross the 3D rainbow; Happy Cloud Sad Cloud, a twist on snakes and ladders where players follow the magical path and Build a Unicorn.

Launch highlights also include Nutty Numbers, headlining the brand’s new educational games; Farmyard Families, the latest addition to Orchard Toys collection of first games for as young as two years and Mucky Trucks, a fun first colour board game for pre-schoolers.

As a show exclusive, Orchard Toys will be offering a free stock pack worth

£76 SRP for orders over £400 net, placed at the show. The pack will include two each of Orchard Toys favourites, Insey Winsey Spider, Tummy Ache and Mammoth Maths. On the stand, there will also be ‘Guess the Number of Dice in the Jar’ with the winning retailer receiving £100 worth of stock at trade price.

Orchard Toys will be exhibiting along with its exclusive Irish distribution partner, Banaghans, and UK distribution partner, Kayes, will also be at the show to support Orchard Toys.

Perfect for baby!

Collections

Textured Dinoriffic!™ collection

soft!

Super-soft textured fabric!

The patent pending Safe & Soft TM Collection features specially treated Antibacterial and Hypoallergenic materials making this soft toy collection the ultimate in hygiene protection for baby*

Crinkly!

*Proven to effectively destroy bacteria, mould & fungi–tested against the common bacteria strains, Staphylococcus Aureus & Klebsiella Pneumoniae

Snuggly!

Playful cuddles!

Slime Party UK

Slimepartyuk.co.uk | paul@slimepartyuk.com

Slime Party UK is looking forward to attending its second Toymaster Show. A lot has changed for the company in the last 12 months, with it moving to a larger factory, growing its team significantly and seeing its putties popping up in stores from Leeds to Lebanon.

This year, Slime Party UK is back with a new collection of sensory putties which offers something for everyone. Each of the 24 new designs has a different combination of vivid colours and gentle scents, providing hours of entertainment and sensory fun for children and adults alike.

As a new company to the trade market, Slime Party was keen to take on all feedback about its first collection last year and make any changes it felt were needed to improve. As a result, the new collection is now at a lower wholesale price, the all-new jars are made with 30% recycled plastic and they ensure that the putty can be easily pulled out of the jar, making them easy to reuse or recycle later. Clear lids have also been introduced so consumers can see the sprinkles and charms which they can add them into the putty themselves.

Slime Party UK will also be showcasing its new gift sets and seasonal ranges for the upcoming year and visitors to the Toymaster show will be able to see the bright new FSDUs and get hands on with the putties so they can experience the fun for themselves.

Learning Resources

01553 762 276 | www.learningresources.co.uk

sales@learning-resources.co.uk

Show visitors can look forward to seeing even more of Learning Resources’ Numberblocks toys and games that bring the magic of the hit CBeebies TV series to life, including new Numberblocks figures.

There’s the best-selling Numberblocks Fun Friends One to Five, Numberblocks One and Two Bike Adventures and Numberblocks Four and the Terrible Twos sets, and there will also be a preview of the Numberblocks Friends Six to Ten which launches in Q3. Children can use all four of these sets on their own or with the new Numberblocks Step Squad Mission Headquarters play set, available in Q3, which is packed with fun accessories and hidden features for children to discover.

Joining the figures are plush toys: Numberblock One; the two Numberblocks Playful Pals pairs (One and Two, and Three and Four); and new feature plush SingAlong Numberblock Five. Kids can count along with Five, watch her signature hand light up as she counts, and join in as she sings her favourite songs including the Numberblocks theme song.

After the successful launch of the Numberblocks Memory Match Game and the three Numberblocks educational jigsaw puzzles, the new Numberblocks Race to Pattern Palace board game is based on one of the series’ most popular episodes. Show visitors will also have the chance to see all the Numberblocks toys on the branded, free-standing display unit, which is perfect for creating eye-catching displays packed with shelf-appeal.

Learning Resources will also have some of its best-sellers on display including the Primary Science range of science toys for pre-schoolers. Made from durable materials in bright colours and perfectly sized for little hands, toys in the range such as the Primary Science Jumbo Magnifiers and Primary Science Big View Bug Jars are ideal for introducing young children to STEM learning through play. Joining these will be the GeoSafari Jr. outdoor exploration science toys that are designed to get young children excited about heading outdoors to play and learn. To grow brand awareness, Learning Resources has an ongoing multichannel marketing campaign which includes print and digital advertising, social media activity, influencer collaborations, PR and events. The marketing team offers marketing support to trade customers in the form of a full marketing asset library, along with seasonal campaign guidelines, to help trade customers promote the toys in store. These assets are available to download from the marketing resource centre online portal.

Character Options

0161 633 9800 | www.character-online.com

sales@charactergroup.plc.uk

Character Options’ stand at the Toymaster Show will feature hot properties aplenty, including TMNT, Fingerlings, Piñata Smashlings and more.

With Teenage Mutant Ninja Turtles: Mutant Mayhem hitting the big screen this summer, Character is bringing the Playmates Master Toy line to the UK. The range includes action figures, vehicles and role-play toys, all inspired by Seth Rogen’s movie vision and the teenage heroes depicted in the film.

The impressive 24” tall Mutant Mayhem Sewer Lair Playset comprises multiple levels of play and more than 20 action-packed, fun features. The Pizza Fire Van electronically fires pizza pies with its built-in pizza launcher, while no Turtles range would be complete without its core collection of action figures. There are three sets of scaled figures to collect, including the Deluxe Ninja Shouts Action Figures, with spring-loaded arms and legs and electronic phrasing voiced by the movie talent – perfect for re-enacting key movie scenes.

Character is also bringing Fingerlings back to the UK. Launching this summer, the all-new Fingerlings bring a heart-to-heart connection to interactive toy play. Each adorable baby monkey knows when they’re on a finger, and their growing heart will beat just for their owner. The characters have soft, flocked fur, are available in vibrant new colours and have different personalities, while 70 plus sounds and reactions bring them to life. The monkeys introduce exciting, updated ways to play, while staying true to the ‘Friendship @ Your Fingertips’ promise of the original toy.

Piñata Smashlings will soon be taking the gaming and toy sector by storm, with a Roblox game and animated shorts launching this summer, alongside a line of collectibles, plush and play sets. This is an IP that has been carefully developed to enrich fans’ engagement by connecting the offline toy with online play. This new play world – the ‘Piñataverse’ – is home to hundreds of playful characters, including cheeky little Smashlings and playful Piñatas. Right from launch, fans will be able to collect a host of adorable Piñataverse characters as Blind Box Plushies, Plush Buddies, cool Blind Pod Figures, Articulated Piñata Figures and much more. The Piñata Treehouse, which has a gem cave, hidden doors and secrets to discover, will provide a themed play space for these characters.

Kids can now collect their favourite cats from the No. 1 female-led YouTube channel, Aphmau. The streamer is known for her love of cats, and her fast-growing, engaged following currently stands at 15m, creating huge demand for mini versions of her animated feline friends. Meeting this demand are the blind-boxed Aphmau Mystery MeeMeow Figures. Fans can collect eight surprise pocket companions in each series, with a mix of fantastical themed cats to discover.

The Collectible Mystery Plush, meanwhile, are super-squeezable. These 6” plushies are ideal companions for bedtime or travel. There are eight to collect in each series, including Strawberry Shortcake Cat, Cookie Cat Cotton Candy Cat and more.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Vivid Goliath is enjoying strong sales across various licensed categories including Crayola Color Wonder, which offers mess-free colouring which is non-toxic and won’t colour skin, furniture, or carpets. The range has seen the introduction of Gabby’s Dollhouse as its latest addition, and Barbie will also come to the Crayola aisle later in the year.

Moving into the world of Robotics and STEM, Goliath is behind the global launch of Paw Patrol Build A Bots, next level robotics for children 4+. With simple assembly, children clap their hands to bring the Paw Patrol pup to life and hear them chat. In the collectibles aisle, Harry Potter Minifigures is now into the 9th series, bolstered by the Collectible Snitch. Also being released are Harry Potter 4-inch Ooshies with Harry, Hermione, Ron and Gold Harry to collect. For younger fans, Ryan’s World moves into Series 10 for AW23 allowing fans to continue collecting the latest styles of Mystery Figures, Squishy Figures and Surprise Putty. Ryan’s Island Adventures range includes new Micro Mystery Figures, Mystery Tiki Egg, Mystery Pineapple Egg, and Mystery Volcano Egg.

The hotly anticipated official board game The Traitors will be on shelf for September. The game allows players to fully immerse themselves in the Traitors 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.

Squeezamals are squishable, squeezable, slow-rise watermelon scented foam stuffed animals, which come in three different ranges. There are 12 characters to collect in the 3.5-inch range, while Squeezamals 3Deez Squish are cute 3D characters with six to collect. Eenie Teenies features 18 characters which are blind bagged so each one is a surprise. Includes plush and collector sheet. Lastly, Squishy Squad and their Pals are cute, squishable buddies which can be hugged, squashed, and stretched. Each doll has two squishy sensations; kids can squeeze their colourful dresses to watch the glitter flow and stretch their soft hair. There are four pretty dolls to collect.

Meet the bears!

The Mood Bears were originally created to support children and adults who may struggle to understand or communicate their emotions. The bears have grown to be so much more than this and even if you do have the capacity to express how you feel, sometimes it is just too difficult to talk, sometimes you just need a hug and some silent support.

There are now 8 Bears in total, representing a different feeling, emotion, or mood.

Each Moodbear is made from 16 Recycled Plastic Bottles, and is 100% Recyclable!

Jazwares

020 3598 5119 | www.jazwares.com

Jazwares will showcase new products including plush, action, collectibles and pre-school categories at Toymaster’s 2023 show.

The excitement of Adopt Me! Is brought out of the metaverse and into the physical world. Boasting 29b game plays, Adopt Me! Is said to be the most played game on the Roblox platform, and the new toy line authentically expands the Adopt Me! experience beyond digital with legendary, super-rare or most popular plush and collectible figures.

A Mega Neon Feature Plush standing 12 inches tall with three mega neon light up modes leads the line-up. When the ear is pressed, this activates the light-up features in the horn, mane, tail and hooves. Highly desirable and sought-after pets will also be available as ultra-soft 15cm plush, and fans will love to find and hatch their favourite Adopt Me! Plush characters in the Surprise Plush collectible eggs. When the Mystery Pets eggs are submerged in water, they reveal a true to game 5cm figure. Adopt Me! toys also come with exclusive Virtual Item Codes which are redeemable in the game.

JJ and friends from CoComelon have joined the Squishmallows Squad, with 10-inch, medium-sized CoComelon HugMees plush. 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.

Squishmallows propels into 2023 with continuing phenomenal success and Jazwares will showcase brand new styles of 3.5-inch clips, 5-inch, 7.5-inch, 12-inch and 20-inch styles, including the Toymaster first-to-market line, Connie the Emerald Moth. Brand collaborations with best-in-class partners include licensed lines from Sonic the Hedgehog and Harry Potter. Fans can hunt for the limited edition D100 range featuring classic Disney characters in a silver style, adding some sparkle to the squad. The Squishville by Original Squishmallows range is also boosted with new blinds and multipack options.

BumBumz is the newest super-soft, uniquely trendy, collectible sensory plush with a slouchy bean bag style offering fidget play. Quirky designs with continuous waves of themes, leveraging anything and everything from pop culture, means there is a Bum Bumz for everyone. Available in 4.5-inch and 7.5-inch scales, AW23 will see over 36 new characters hit the shelves. Meanwhile, Living on the Veg is a bunch of fun collectible 3.5-inch and 6-inch veggie plush characters with personalities to match their styles.

Pokémon brand engagement is at an all-time high following a raft of blockbuster content releases and Jazwares’ master toy range follows suit with new Battle Figure Packs, Clip n Go figures and belt sets. Figure multipacks and the Holiday Advent calendar are refreshed, alongside core and seasonal plush, including brand new 8-inch and 12-inch characters and 5-inch and 18-inch Sleeping Plush.

Following the success of the vast vehicle and plush ranges, Spidey and His Amazing Friends will be expanding into die-cast with the introduction of the exciting ‘Amazing Metals’ vehicles range, rolling into retail from July onwards.

Visitors to the Jazwares stand can also expect new launches from powerhouse action brands Star Wars Micro Galaxy Squadron and DEV Series to be unveiled at the show.

Hasbro

0208 569 1234 | www.hasbro.co.uk

Hasbro will be showcasing its key Q4 items at this year’s Toymaster Show, including releases across Transformers, Hasbro Gaming, Nerf and Play-Doh.

Retailers can see the full Transformers: Rise of the Beast product offering ahead of Hasbro’s Toymaster National Window Campaign (UK & IRE), which will be going live in store on 5th June this summer. Members will be able to catch up with the team to see how they can support this campaign within their stores. Highlights of the Transformers range includes the Transformers: Rise of the Beasts Beast-Mode Bumblebee, inspired by the Bumblebee robot character from the upcoming movie, Transformers: Rise of the Beasts. This 10-inch Beast-Mode Bumblebee robot toy takes on a new beast alt mode. The action figure converts between three modes: robot, vehicle and beast and features button-activated lights and 15 sound effects and phrases for realistic action. Players can manually reveal cool eagle details, and the product comes with a sword accessory that attaches in each mode.

The battle on Earth is no longer between the heroic Autobots and the evil Decepticons. Transformers: Rise of the Beasts introduces mysterious factions: the Maximals, the Predacons, and the Terrorcons, in an epic 90s globetrotting adventure, all of which adds up to extended play possibilities as fans recreate the movie in their homes.

New Nerf and Play-Doh lines will also be on display, as well as the latest introductions from Hasbro Gaming, and retailers are invited to visit the stand to find out more.

Attendees will also have the opportunity to gather information about some fantastic AW promotion opportunities, pick up point of sale for stores and of, course, collect the new Hasbro AW catalogue.

Tonies

www.tonies.com

Tonies will be to showcasing its award-winning audio toy range, which includes the Toniebox – a softly padded musical storytelling box – and accompanying hand-painted Tonie figurines, which sit on top of the Toniebox to play music, stories and educational content.

The Toniebox is a tactile, interactive product with intuitive controls, and retailers instantly understand the magic of the Tonies collection when they are able to see, hear and feel the Tonies range in action.

The range offers hours of screen-free entertainment for children at home or away, helps with speech, language and literacy development, and is perfect for every moment of the day – from waketime to bedtime – which are all appealing purchasing factors for parents and gift givers.

The success of Tonies has undoubtedly been strengthened by the extensive range of over 150 Tonies, which cater for every child’s taste in story and music content.

Tonies has developed over 600 Tonies since launching in 2016 and partnered with all the big entertainment licensors and best in class publishers.

New Tonies are released every month, and the collections include popular Disney, Paw Patrol and CoComelon titles, classic stories from Beatrix Potter, Roald Dahl, Julia Donaldson and Michael Rosen, plus educational content from Horrible Histories and National Geographic, among many others. Some of the most popular Tonies in the UK include Roald Dahl’s Matilda, Beatrix Potter’s Peter Rabbit, Disney’s Elsa and pre-school favourites Peppa Pig and Gabby’s Dollhouse. The Tonies team is looking forward to meeting visitors to the show to talk through the collections. For further information or to make an appointment, contact Abbie Milnes at the email address above.

DKB Toys & Distribution

07583 016 578 | www.dkbtoys.com | james.luff@dkbtoys.com

At the start of this year, DKB announced its partnership with Creative Kids which celebrates its 25th anniversary in 2023. Showcasing a number of its distribution brands at the Toymaster Show, visitors can experience the Play-Doh Air Clay range, with compounds in themed sets that allow children as young as three to squish, sculpt and mould their creations.

Zzand mess free, free-flowing sand allows kids to sculpt and play, holding its shape much like clay. The fine granules allow for better detailed moulded shapes. Linked to ASMR, the soft, tactile granules have therapeutic play properties and feel good in hands.

Kiddy Dough is the second largest dough property in the US, with fantastic kits that allow kids to bring their creations to life and enable them to explore a safe, soft world of play using the colourful dough and a host of fun tools and moulds.

Uncanny Brands continues to excel across the UK and this year will see new range introductions to its already hugely popular homeware collection. New Pokémon appliances will be launching alongside new licences for 2023, with the Warner Bros. licensed Harry Potter range available in two collections: the Icon range featuring simple, iconic designs and the Hogwarts Checkmate collection: stylish, art deco themed designs.

Launching this summer and being previewed at the show are the cute new Monogram products. Licensed Money Banks will feature alongside innovative introductions into the incredibly popular Blind Bag Clips range. There’s a new Grogu from The Mandalorian, Disney’s Stitch in both Money Bank and collectible Blind Bags as well as new Marvel and Disney lines.

After a hugely successful Crazy Aarons re-launch back into the UK in 2022, DKB is bringing the complete range to the show, including new lines launched at the end of last year and new mini tins that will really help Thinking Putty stand out again in 2023.

The Crazy Forts success story continues across small independents and some of the larger nationals and, together with a thriving online community on Instagram, DKB is encouraging everyone to #shareyourbuilds in 2023. For the first time in years, the company will introduce new lines in the form of Crazy Forts Camo and Crazy Forts Multicoloured, to inspire kids’ imaginations even more.

Also returning to the show is the expanding Alex Toys collection with a range of Alex Bath and Alex Craft products to inspire, educate and bring the fun factor. With eight different bath toys that combine fun and learning, kids can shave just like dad, race magnetic boats after a spot of fishing in the tub and practise ABCs with the colourful foam alphabet. The collection also includes a selection of Alex Craft products that range from creating a rock pet, to a bucketful of craft that contains everything needed to get creative.

Gibsons

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

Gibsons recently announced the relaunch of strategic game Kingmaker and visitors to the Gibsons stand will be able to see the game in all its glory.

This battle intense game was designed by Andrew McNeil back in the 1970s, and the Gibsons team worked with Alan Paull to relaunch the game via Kickstarter, a campaign which funded in just 20 hours.

Gibsons will also be showcasing its new and upcoming spring 2023 jigsaw puzzle releases that will be available to order at the show. The beautiful designs have been illustrated by talented artists including Tony Ryan, Greg Giordano and Elizabeth Blustin. Perfect for the spring/summer seasons, they include Bee Hall and Woodland Glade, which both feature the wildlife and plant life of famous landscapes in Crossing Glenfinnan Viaduct and Wandering Through Windsor, and sweet things in Grandma’s Treats.

Toymaster members get an extra 5% off when placing an order at the show.

IMC Toys

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

Nurture doll brand Cry Babies now includes a range of sub-brands alongside the core dolls; the Cry Babies Loving Care range of dolls transitions the brand journey from Tiny Cuddles to core Cry Babies dolls. Suitable for 18m+, Loving Care Fantasy Coney, Jenna and Hannah include removeable pyjamas, matching dummies and personalised accessories. Loving Care characters have painted hair and eyes, and are slightly smaller than the core range, with lighter-weight and fully articulated plastic bodies. As with all Cry Babies, the Loving Care dolls cry real tears but stop crying once their dummies are placed in their mouths. Also suitable for ages 18m+, the Tiny Cuddles line offers smaller, soft-bodied versions of Cry Babies, that come complete with matching dummies and cry real tears. The

colours are being integrated into the range each year.

There are hundreds of Themed Tubes to choose from, each containing instructions to build a huge variety of 3D animals, creatures or characters, and after completion all the bricks can be used for open ended play. For 2023, new seasonal tubes of Halloween and Santa will be available, alongside an Advent Calendar offering 24 days of entertainment ahead of the festive season.

Puzzle by Number combines paint by number artistry with the satisfaction of puzzle solving and is available in three sizes. Each set contains 10 colour varieties of brick along with easy to follow instructions. Combining creativity and STEM based learning, these sturdy, bright creations are strong enough to be displayed and even hung, with no glue or heat required to keep them together.

Learn to Build focuses on open play for creative minds, each themed set accompanied by an inspirational guidebook ahead of exploring further free play. Two new sets are Flags of the World and People of the World, both of which offer a great educational opportunity to explore the countries of the world and the people who live there.

For younger children, the Plus-Plus Big range is perfect for kids ready to take their first steps into building. The chunky, bright pieces, available in Basic, Pastel or Neon colours, are ideal for tiny hands to hold. With the help of an adult, little ones can create Big 3D models. New for 2023 is Big Bunny, a cute white rabbit with carrot, which is a perfect addition to the Animal range of tubes.

The Travel and Storage suitcases are available in soft shell or metal in both regular and Big options. Packed with either 100 or 600 pieces, the regular suitcase also includes two baseplates and of course doubles-up as great storage on the go.

Plus-Plus is a socially and environmentally responsible company. The factory and headquarters in Denmark run on 100% green energy from wind power, and all products and packaging are 100% recyclable.

Smiffys

00800 590 599 | www.smiffystrade.com

Smiffys’ Julia Donaldson range, including favourite characters such as The Gruffalo and Zog, continues to be a top seller. For 2023, it has added new characters Princess Pearl, Gruffalo’s Child and Mouse which are expected to be popular additions to the range. Available alongside the costume offering, The Gruffalo tableware range allows customers to create the perfect The Gruffalo party.

Other new lines include deluxe L.O.L Surprise! costumes which are set to land in the coming weeks and bring the iconic characters to life. The range includes costumes of the most popular dolls including Queen Bee, Diva, Countess Kitty and more.

Dinosaurs continues to be a key play theme and Smiffys has recently added top Netflix property Gigantosaurus to its licence portfolio. The range features deluxe costumes in bright colours with plush character hoods, featuring all the key dinosaurs from the series.

The show will also be a chance for customers to view top selling costume collections including evergreen licensed products such as Where’s Wally, Ghostbusters and Top Gun. Also available to preview will be a wide range of Disney, Nintendo and Netflix costumes distributed by Smiffys to the UK independent market.

The iconic Disney Princess range includes a variety of products for each property to suit different retailers’ needs. With costumes and accessories for all ages from babies to adults, the Disney Princess range is a timeless staple for toy retailers. Boosted by the Super Mario film release earlier this year, the Mario & Luigi range has soared in popularity and features costumes for the whole family. As well as these popular licences, the range also includes Squid Game, Disney Villians, Toy Story, Frozen and many more. For bricks and mortar independents, Smiffys’ Time4Fun pocket money toys come complete in branded display boxes for maximum shelf appeal, ideal for till point add-on purchases.

Smiffys will also be offering show specials, including brand new seasonal POS units with special packages tailored to the independent retailer market.

Schleich

01279 870 000

www.schleich-s.com/en schleich@schleich.co.uk

Schleich will be showcasing products across all six of its franchises in addition to its new Harry Potter line, Wizarding World, which launches in September.

Capturing the enchantment and wonders of the Wizarding World, the authentically detailed collection features six of the series’ main characters and their animal companions as well as six fantastical creatures from the Harry Potter series including Harry and Hedwig, Ron and Scabbers, Hermione and Crookshanks, and Fluffy the three-headed dog. Primarily designed for children aged 9-12, the range will strengthen Schleich’s offering for older children while also appealing to teenagers, adult collectors and Harry Potter fans alike.

In addition, a host of Schleich’s core figurines across the brand’s wider portfolio will be on display including new 2023 SKUs. The brand’s two pre-school recruitment properties, Farm World and Wild Life, will introduce the new Noriker Stallion, Valais Black Nosed Sheep and Galloway Cow as well as the exotic Blue Poison Dart Frog, alongside best-selling classics such as the Giraffe and Zebra.

The popular Dinosaurs range will include the new Tarbosaurus, Gallimimus, Gastonia and Quetzalcoaltus species. Launching in July, the Quetzalcoaltus is a flying dinosaur and features foldable wings – a first for the brand.

Available from July from Eldrador Creatures will be the Magma Lizard, Battle Rhino, Swamp Monster and Shadow Monster. The bayala collection, meanwhile, introduces the Phoenix and Nightsky Dragon.

Finally, from Sofia’s Beauties, the new Horse Club offshoot featuring horses whose manes and tails can be brushed, decorated and interchanged, will be two new Beauty Horses – a Quarter Mare and a Achal Tekkiner Stallion, which will join the existing Quarter Horse Mare.

Click Distribution

0330 123 2559 |

click@clickdistributionuk.com

Pet Simulator Series 2 is fast approaching its launch and the demand for product is heating up. The game remains in the top 3 Top Earning games on the Roblox platform, making it one of the biggest games on the planet right now. This June, Click will bring the gameplay to life with the launch of the new Series 2 Mystery Pets collectibles - collectible plush and exclusive bundles all based around the latest instalment of Pet Simulator. The range will be supported by hard-hitting campaigns across YouTube, kids’ TV and social media.

June also sees the launch of the new series of Poppy Playtime, and Click will be introducing a new series of action figures, plush, mini figures and collector bundles. All of these lines will again be supported by an extensive marketing campaign across YouTube, kids’ TV and social media, right from launch. Rainbow Friends plush and mini figures continues to grow weekly both virtually (gameplay) and physically with the range of toys. The master toy range will be extended for AW23, including action figures, plush, bundles and a new series of mini figures.

Biggies, the first-of-its-kind, supersized inflatable animal plush, will be hitting shelves this June. The toy features a ‘pump-it-up-plush’ action to reveal an animal 10 times its size in the box. There are four adorable fantasy Biggies to choose from: Unicorn, Dragon, Rabbit or Puppy. Parents can peek through a spy window on the pack to see which Biggie is inside.

Panini’s Premier League Collections are maintaining the No.1 spot in the UK, and Premier League Score, Panini’s first ever UK dedicated hobby product for Premier League, has also seen great success since its debut. Last month saw the launch of the highly anticipated One England Sticker Collection followed by all new Harry Potter and Super Mario, with the new One-Piece Red Collection launching this month. The highly anticipated FIFA Women’s 2023 World Cup Collections will also be coming soon.

Simba Smoby Toys UK

01620 674 778 | www.simba-dickie-group.de/en

sales@simbasmoby.com

Smoby is to introduce two new pretend play kitchens this year. A chic entry point into the range, the Nova Kitchen is a rounded roleplay space that features ‘magic’ functions, including cooking sounds. It comes with 13 accessories, including a frying pan with pancake flipping mechanism. The contemporary vibe continues with the Kitchen Loft, featuring a modular urban kitchen design.

Simba Smoby has also added Spidey and His Amazing Friends to its role-play portfolio. Key to the range is the Bricolo Workbench that allows kids to build their own Spidey Crawler vehicle.

Simba is celebrating the past, present and future of Disney this year, with its Disney 100 Years of Wonder plush collection. The D100 Sparkly Mickey and Minnie 25cm lines come dressed in platinum, sparkly outfits. Plus, fans can collect the special edition 25cm D100 Platinum Grogu, Dumbo, Pooh, Simba and Stitch, which are made from shiny velour, satin and sparkly fabrics. Retailers are invited to share in the festivities with special anniversary FSDUs and CDUs available.

On the collectibles front, the Jada Toys collection offers a host of authentically licensed, highly stylised die-cast figures and replica vehicles to collect, including a Disney 100 Collectible Figures range. These affordable die-cast figures are perfect for Disney fans, who can play with and display all their favourite characters. The wide selection of characters to collect includes Mickey, Minnie, Winnie the Pooh, Toy Story’s Woody and many more.

Also promising to be popular in the pocket money aisle is the Minecraft Blister Pack. Based on one of the most popular gaming licences, each pack contains one die-cast nano collectible figure that measures 1.65-inch tall. This new CDU assortment replaces the blind bag collectible from last year, which was Simba’s number-one volume item.

Further collectibles include Jada Toys’ Hollywood Anime Rides. Licensed from popular anime brands such as Street Fighter and One Punch Man, these 1:24 die-cast vehicles each come with a scaled figure and are ideal for fans of these popular Manga series.

Asmodee UK

01420 593 593 | www.asmodee.co.uk

Asmodee UK will be showcasing its new releases such as Dobble Connect and Toodles, as well as much-loved family favourites including Bananagrams.

In the classic hit speed and observation game Dobble, players race to match the identical symbol between cards. Each two cards have one symbol in common – players need to be the first to find and name it to win. There are five different mini games and challenges for up to eight players.

Launching in summer 2023, Dobble Connect is a new way to play Dobble. Just like Classic Dobble players must match the symbols with that of another card but will need to play in teams and join up hexagonal cards where the symbols match. The first to form a line of their team colour wins.

Toodles is a new drawing game in which players must draw with someone else, using the same pen, at the same time. Players play as a team to beat the game and score points. With three difficulty levels to choose from, the game is ideal for any party or family games night.

Noggin is a thrilling, competitive word-based card game that puts players’ noggins to the test. The possibilities of answers are endless, players just need to think of an answerand quickly. The object of the game is to collect the most Action Cards by the time all the cards have been dealt.

Exploding Kittens Original Edition is a quick-playing and hilarious kitty-powered version of Russian Roulette - the most backed game in Kickstarter history. Players draw cards until someone draws an exploding kitten and loses the game, while playing cards to avoid being caught in a feline explosion.

In Tug! two teams go head-to-head in a game of brains over brawn and try and answer fun 50:50 questions in a back-and-forth battle played out inside the game box, which unfolds into a mini tug of war arena with suspended rope and flag. The game is quick to learn and play and offers plenty of excitement and tension; the stakes rise as the game goes on. It comes with over 1,400 questions on 120 cards.

Family favourite Bananagrams is a fast and frantic game where players race against each other to build a grid of words using the letter tiles. The first player to use all their tiles wins. No pencil, paper or board is required, and the compact packaging makes Bananagrams ideal for travelling.

The whole family can also enjoy Codenames. Two teams compete to make contact with their agents, with spymasters giving one-word clues to their teams that relate to the code words on a grid of 25 agents. Players need to guess words of the right colour while avoiding those of the opponents' colour - and if anyone guesses the Assassin, their team immediately loses.

Funrise

www.funrise.com | salesuk@funrise.com

Funrise will be exhibiting its TMNT range at the Toymaster show, including the hero item, Sewer Shredders: pull-back TMNT figures on skateboards. These come in the classic style as well as the Mutant Mayhem stylization, featuring all four turtles in both versions.

Sticking with the upcoming movie, the Half Pipe RC assortment comprises RC powered skateboards with a TMNT figure attached. Kids can help the figures perform spins, pop wheelies and zip past obstacles. The assortment features all four turtles.

Fart Ninjas have been performing strongly this year, with more retail partners coming on board, and Funrise will be rolling out an extensive marketing plan to drive demand. The Ninjas have a motion activated feature that makes fart noises when someone walks by, and the retail solution is a motion sensor FSDU that creates retail entertainment and supports sales.

Crushie Fluffies, which launches in July, is a new collectible unboxing and unwrapping toy experience, combining plush, collectibles and ice cream, while the Gazillion Bubbles and Cat brands will also be represented at the show with core products on display.

Bandai UK

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

Pinky Promise is a new girls’ collectibles range that brings character-led, wearable gemstones to the market. With instant on-shelf appeal, the Pinky Promise gemmy friends are packaged in iconic princess-themed golden crowns, sparkling carriages and diamond-shaped play sets. With 84 characters to collect in Series 1, each Pinky Promise can be attached to its jewel accessory and worn as either a ring, hairclip, bracelet, or necklace. The entry SKU is the Surprise Crown 2 Pack, while hero line, the Royal Carriage Mini Set, provides children with three collectible surprise gem characters, two hairclips and a Royal Carriage mini play set. Each Royal Carriage comes with a themed printed cardboard design inside, and with four different designs to collect, children receive a selection of fantasy adventures and storyline creations.

From the hit toy craze of 2014, Bandai is relaunching the original rubber band loom to the UK market building collectability through charm packs and add ons. The colourful rubber bands can be turned into bracelets, charms, rings and more with simple instructions. The Rainbow Loom Classic is the original rubber band loom and includes Mini Rainbow Loom, hook, latex-free rubber bands, c-clips and gift-bags. There’s also a Loomi-Pals Combo Set that comes with charms, beads and assorted colourful latex-free rubber bands.

Bandai UK’s multi-category range of Miraculous dolls, play sets, plush, role-play, and collectibles will be a focus during the show. Integral for this year is the new Miraculous Minis sub-brand of mini collectible figures and play sets. Inspired by Miraculous Chibi, the lines feature surprise environments as seen in the animated series. The Chibi Miracle Box Boulangerie and Amusement Park Playsets offer a parallel world with surprise features and reveals, plus exclusive Chibi Minis characters. Miraculous Magic Heroez reveal doll, the company’s best-selling fashion doll collection, will be on display, including new styles and lines including Ladybug and Cat Noir which will launch during Q3.

As the UK’s master toy licensee for pre-school property Milo, Bandai has also introduced a cross-category range of plush, figurines, bath toys, vehicles and play sets available for AW23.

The latest Tamagotchi ranges include 12 new styles introduced every calendar year, and new Original Tamagotchi designs will be on display, while new Tamagotchi Nano licences, including Spy Family, Tokyo Revengers, and One Piece, will be unveiled. Collectible designer art plush range DZNR combine artistry, licensed characters and plush. Featuring detailed embroidery and print designs, the limited-edition, collectible characters are presented inside a collector’s box complete with collectible character card. Iconic pop-culture properties include Stranger Things, Power Rangers, and Transformers alongside anime favourite, Jujutsu Kaisen.

A recent entry to the toy market, Minix collectible miniatures present true-to-life 12cm tall vinyl character figures from some of the most current and popular entertainment titles and sports IPs. The first series includes collections for Stranger Things, The Witcher and Squid Game, alongside football legends such as Maradona and Messi. Displayed in collector-friendly window box packaging, each box is numbered to enhance the collectible experience.

Bringing to life one of the world’s most successful manga and anime series of all time, Bandai’s extensive Dragon Ball collection includes the highly collectible Dragon Stars series, Limit Breakers, and Evolve action figures. Staying with anime, miniature collectible figures Chibi Masters span some of the world’s most popular anime properties including My Hero Academia, Dragon Ball, Jujutsu Kaisen, Demon Slayer and Naruto Uzumaki and there will be new character releases throughout the year.

Banpresto, the anime statue line from Bandai, includes a variety of characters at differing scales and price points, including the 6-inch Anime Heroes action figure collection which boast over 16 points of articulation and include two sets of switchable hands and characterspecific accessories

A.B.Gee

01773 570 444 | www.abgee.co.uk

A.B. Gee’s recently launched World’s Smallest range is already proving to be a big hit with both children and adults after debuting at London Toy Fair. The range of fully functional, miniaturised, collectible toys is a great fit for A.B. Gee as the company already offers almost all of these universally loved toys in their full-size versions.

Another new partnership for A.B. Gee is the collectible figurines range from Bullyland. There are over 400 detailed figures from the animal world, prehistoric times and magical mythical creatures available, as well as many Disney characters. The figures are PVC free, hand painted and can be used in water or even as cake decorations.

Science4You is back to being exclusively distributed by A.B. Gee, and the range has some great new additions. All Science4You kits come with an educational book that includes instructions developed by teachers and scientists, which encourages kids to learn whilst playing.

Hot Wheels enthusiasts can get their hands on the new range of storage cases and tins. Various colours and sizes are available for storing and transporting between 15 and 44 Hot Wheels or other 1:64 scale cars. The racing battle case even comes with roll out track which can be connected to other Hot Wheels track sets. Alongside these new ranges A.B.Gee will also be showing the 2023 additions to its exclusive range of wooden toys from Tooky Toy, the arts & craft lines from Jar Melo and new characters in the Wild Planet plush portfolio.

Deals on these brands will be available at the Toymaster show.

Kayes of Cardiff

029 2036 3678 | www.kayes.co.uk |

orders@kayes.co.uk

At the Toymaster show, Kayes’ new introductions for 2023 will be on show and there will be an attractive show deal for attendees only. The selected Christmas catalogue lines will be displayed by the principal companies while Kayes will also be offering, as support to the catalogue, many of the selected lines across its regular wide range of stocked key brands.

Kayes is servicing a vast number of independent retailers throughout the UK with branded and pocket money toys through its sales network of company representatives and agents along with its sales team based at its Cardiff HQ. It also recently launched a Pocket Money catalogue covering a vast selection of unbranded merchandise.

Last year Kayes added Construct It, Sohni-Wicke and Constructive Eating from the US to its growing portfolio and this year also became distribution partner for Curious Universe’s Craft and Game ranges. One of the key lines for 2023 is the Curious Universe’s Musical Floor Puzzles featuring 28 beautifully designed, giant puzzle pieces plus sing-along book. Kids can create nursery rhyme favourites Old MacDonald Has A Farm and The Wheels On The Bus by piecing together the 235mm x 440mm colourful floor puzzle scenes with the easy-to-connect, durable puzzle pieces contained within handy, portable try-me packs.

Alongside these newer brands are the tried and tested faithful of Bruder, Britains, Ravensburger, Brio, Falcon, Jumbo, Infantino, Halilit, Lamaze, Tomy, Winning Moves, Schleich, Basic Fun, PlayMonster, John Adams, Casdon and characters such as Thomas the Tank Engine, Peppa Pig, Fireman Sam, Sooty, Hey Duggee, Bing, Disney Princess, Gruffalo, Harry Potter and Paw Patrol.

Kayes of Cardiff specialises in servicing the independent sector including toy shops, garden centres, visitor attractions, chemists and book shops giving retailers of all categories the opportunity of accessing a plethora of major brands in small quantities at competitive prices. In addition, it has vast experience in supplying Christmas grottos of all sizes and catering for a variety of parameters required making it the best choice for returning and new customers.

Kayes of Cardiff will be attending the show alongside Orchard Toys on the ground floor and Mattel on the first floor.

Marvin’s Magic

Marvin's Magic will be presenting its award-winning ranges of Professional Magic Made Easy and promises more tricks than ever before.

The company will showcase its expanded Marvin's Amazing Magic ArtXtrA which delivers unique art and craft products with a touch of magic. Designed to inspire imagination and creativity, the collection now includes Silver Rainbow Marker Pens – 12 and 24 pack versions, Rainbow Magic Foil Stickers and the Ultimate Art Collection which join best sellers such as the Magic Colour Changing Pens & Glow Art.

The classic Magic Made Easy range introduces magicians as young as five years old to the wonderful world of magic and is great for boosting youngsters’ confidence, self-esteem and communication skills.

In 2023, Marvin’s Magic built upon this innovative range with the introduction of ‘Marvin's Magic Dress Up & Play’, which launched this spring. The magician's costume with special magic props is set to inspire young imaginations from ages 5+. Presented in a magician's carry case for magic on the move, it includes a plush Magic Hat, Magician's Waistcoat and Cape, Glow in the Dark Magic Wand, Magic Colouring Book, Interactive Augmented Reality Bunny and more.

Marvin's Magic Illuminating Wand, another new addition launching this summer, will light up any performance and includes 15 easy to perform tricks for ages 6+. Great to pair with the Marvin's Magic Lights from Anywhere to take magic illusions to a new level.

Sustainability continues to take centre stage in consumer buying habits and alongside Marvin’s Magic’s popular Treasured Wooden Magic Sets are further innovations in product and packaging that promote the environmental ambitions of the brand. Marvin’s Magic Showcase is a perfect example of how great packaging can double as an incredible prop, as the box instantly folds out to create a performance table. It even has a backstage compartment where young magicians can keep their secret magic props.

To be astounded by some mind-blowing magic at the show, pop by the stand where visitors can watch some amazing demonstrations. For orders placed at the show, there will be some best-selling bundle deals available and Toymaster members can choose between 5%,7.5% and 10% off usual price deals.

Winning Moves

01706 558539 | www.winningmoves.co.uk

With the Coronation of King Charles III right round the corner, Winning Moves will be celebrating this momentous occasion with two new products: The Kings and Queens Top Trumps pack and a Monopoly board game.

Both games will be launched in time for the big day on 6th May and are a perfect fit for independent retailers and souvenir/gift shops alike. The content of the games focuses on kings and queens throughout history, ranking them on the length of time they held the throne, their hunger for military machinations and the age they survived to. But who will be Top Trumps, and where will Charles sit on the Monopoly board?

This summer, Winning Moves looks forward to the FIFA Women’s World Cup in Australia. After the success of the England Women’s Football Team’s campaign in the Euros, Winning Moves launched two brand new products to market: Women’s European Football Stars Top Trumps and Monopoly. The games celebrate the monumental achievements of women’s football and have been a hit with customers and retail.

With the launch of the new movie, one of the current hottest licences on the market is Super Mario. Winning Moves’ Super Mario range includes its best-selling products Top Trumps Match and Guess Who. Also in the range is Super Mario Whot!, the original British favourite dating back to the 1930s. The game has reinvigorated the brand and launching this summer will be Mega Whot! – with double the cards and double the fun.

As usual, Winning Moves will be offering its show deal of 5% off £500 orders and 10% off £1000 orders, with delivery by the end of July. (Terms and conditions apply.) Winning Moves also offers free of charge merchandising solutions with stock orders over minimum value. From clip strips to CDUs, to small and large FSDUs, the range is made from 85% recycled steel and offers year-round sales.

Ravensburger

01869 363 830 | www.ravensburger.com

This year kicked off the Disney 100 celebration. To mark the occasion, a collection of six Disney 100 300-piece Puzzle Moments celebrating Disney’s most-loved characters, plus a Disney Castle Collection of seven 1,000-piece adult puzzles, has recently launched; each puzzle features a different princess. Labyrinth welcomes a bespoke Disney Labyrinth 100th Anniversary edition, and a new 4-in-1 Disney 100th Anniversary Game will launch later this year.

In wooden puzzles, Ravensburger is bringing to market a range of designs and themes that will resonate with consumers.

Approximately 50% of Ravensburger’s adult puzzle range is UK-developed as the company continues to support local artists and illustrators. From Grandad’s Hideaway to nostalgic Hillside Cottage and Seaview Lane, the puzzles showcase Britain with vibrant scenes across all sizes and piece counts, making them suitable for a wide range of puzzlers. The beautiful Rainbow of Birds 1,000-piece puzzle is new for 2023 and features as the cover artwork for Ravensburger’s first consumer mag-a-log, available for Toymaster members to display in store.

Although King Charles III’s Coronation will have passed by the time Toymaster rolls around, it’s unlikely to have been forgotten. Ravensburger’s Coronation Capers 1,000-piece puzzle, designed by the talented Eleanor Tomlinson, has been a great success and should remain popular throughout 2023.

The Adventure Book Games range continues to thrive. The Lord of the Rings Adventure Book Game is the third title to offer this unique style of gameplay, taking gaming fans, and those who can’t get enough of the movie franchise, on a page-turning adventure.

In late summer, a new Peppa Pig photo game launches; the Peppa Pig Funny Photo Game includes a camera which pops out cards that then feature within the memory board game. A unique way to engage young minds and help develop memory skills, the game is suitable from ages three and over.

Anniversary editions are always popular and in 2023, Bugs In the Kitchen celebrates 10 years and becomes two games in one with a glow in the dark Hexbug. The long-standing sleuth game Scotland Yard also celebrates its 40th birthday this year.

The much-loved Brio brand celebrates 65 years in 2023 and is supported with marketing and PR plans that will champion the original wooden track as well as today’s new products and innovative Smart Tech Sound technology. Brio continues to be a favourite with both parents and toddlers, inspiring them to begin with building simple tracks and learning through repeat play patterns before moving onto more complex tracks using the wide variety of play sets and accessories. New products will launch throughout the year including the Turbo Train, Brio’s fastest battery-operated train to date, as well as a 65th Anniversary Train Set.

In 2022 Ravensburger launched its painting by numbers range CreArt. CreArt brings consumers a range of superior quality, fun and engaging ‘paint by numbers’ products. New lines launch throughout 2023 including three Pixie Cold Editions: Fox, Raccoon and Bee.

Pat Avenue (UK)

01604 678780 | www.patavenue.co.uk

sales@patavenue.co.uk

Pat Avenue will present its in-house development, Battle Heads, a collectible range with fun playable features which is set to launch in July 2023. The collectibles will be available in a blind bag CDU; each bag will contain one Battle Head and a collector’s leaflet. In addition, 2 and 4 pack blisters will also be available to further drive collectability, along with play sets launching in AW23. Collectors can hunt out the rare silver and gold Battle Heads to complete their collection.

Hama, the original bead brand for arts & crafts, will also be on the stand. Providing a creative challenge for children as young as three, this year Pat Avenue will be launching brand new large blister packs which make for great starter sets, available in fun designs such as dolls, dinosaurs and butterflies.

Pat Avenue will also be showcasing a host of new products from its Breyer Model Horses range. Breyer continues to expand its collectibles offering with its new series of Mini Whinnies that features reusable barn shaped package and includes three new horses or unicorns inside. The Freedom and Traditional series welcome an array of new horse breeds, along with mystical unicorns to spark imagination in kids. There is also a range of paint & play horses and unicorns, providing something different in the arts & crafts category.

Created from plastics bottles reclaimed from the sea, Ecoplush is introducing six new characters for 2023 including six fashion dog breeds, while there’s also a new addition to the Mascutties range of feature plush: Kami, a cute chameleon with a sticky tongue that can catches flies. (Flies are included).

University Games

020 7254 0100 | www.university-games.co.uk

Games and puzzles specialist University Games will have all its best-selling pre-school, children and family games on display at the Toymaster show this May. From classic favourites to innovative new releases, the games and puzzles range has been designed to entertain the whole family. As usual, University Games will be offering Toymaster members deals at the show which will ensure they can enjoy strong sales at market leading margins.

The new fully recyclable Marble RaceTrax series is perfect for children and adults that love to create as well as race. Users first build their marble racetrack and then release the marbles, cheering them on as they race down the track, taking a different route each time. Made from eco-friendly materials and with four different track sizes available ranging from 4-9 metres, this series is a great choice for consumers who want to do their bit for the planet. The Marble RaceTrax series will be supported by a full TV and social media campaign to drive volume sales whilst retaining the margins University Games’ retail partners have come to expect from the company.

University Games’ extensive range of The First 100 Words Games and Activity Cards are an excellent way to help pre-schoolers learn new words and expand their vocabulary. With engaging activities and colourful illustrations, the First 100 Word Games are suitable for kids aged two years and over.

The company’s range of children’s games features many of the best-loved characters and brands that make learning fun. The Tom Gates range, which comprises double-sided colourin puzzles, a card game and the Monster Games Compendium, and the best-selling Horrible Histories board game and puzzles, join the popular Roald Dahl Educational Games and 250-piece puzzles. Matilda’s Splendid Spelling, Charlie and the Chocolate Factory’s Marvellous Maths and The BFG’s Whizzpopping Letters games have been developed in conjunction with the National Curriculum Key Stage 1 and 2, and provide engaging ways to learn.

The Purple Cow range of 12 Magnetic Travel Games is available in two CDUs. Each featuring six different games, these compact, portable games tins include animal bingo, battlefleet, chess and hangman, making them perfect for families on the go and offering hours of fun whilst helping aid the development of cognitive and social skills.

Raccoon Tycoon is a fun and engaging new family strategy game that challenges players to become the wealthiest tycoon in the town of Astoria. With a variety of commodities to trade and auction, players must carefully manage their resources as they try to become top dog.

Toymaster members should be sure not to miss out on the best-selling Pointless board game, which has all-new questions for 2023, and the iconic Subbuteo range, which will once again be supported by a heavyweight TV, radio and social media campaign.

Mojo Fun

01422 413674 | sales@mojofun.co.uk

After a successful London Toy Fair, the Mojo team is looking forward to the upcoming Toymaster show in Harrogate. With the arrival of the new 2023 product range, the show will offer the company the opportunity to showcase products that were well received in London.

The new blind-bag range comprises three initial styles. The Farmland and Wildlife 1-piece packs, set to retail at low pocket money price points, offer children and adult collectors alike the chance to get their hands on a special limited-edition figure. Each is individually hand painted and identified by a gold holographic label. These special editions, of which there will only be 500, are sure to be highly sought after and will generate plenty of interest. The limited-edition models will not be reproduced within the regular range at any time in the future, making them a very rare figure indeed.

In addition, 2-piece Horse and Foal blind-bags will retail at a sub-£10 price point. This new item was by far the most popular new product at both the London and Nuremberg toy fairs. As with the single piece blind-bags, this set will also include a limited-edition horse figure. Marked with the holographic gold label and with a limited production run of 500 pieces, model horse enthusiasts will be keen to add this to their collections.

The Toymaster show will also see the launch of the new boxed sets, which are available in three styles: Farm, Wildlife and Dinosaur/Prehistoric. These will make a perfect gift for birthdays and special occasions. In addition to blind bags and boxed sets, Mojo Fun’s new 36-piece keychain displays will be available alongside the complete collection of 2023 figures. All new products will be available for immediate delivery after the show. August will see the launch of six new play sets. Although these featured at both the London and Nuremberg toy fairs, and went down very well with attendees, the final packaging was still under consideration. This is now finalised so the play sets will enjoy their first outing at the Toymaster show. Competitively priced, they are bound to generate strong sales in the final and most important quarter of the year.

The Toymaster show is especially important to Mojo Fun. The company’s focus is on the specialty and independent retail trade, which accounts for almost 60% of the company’s overall sales. This dependence on a market sector that supports traditional product ranges such as Mojo’s means the company has to offer depth of stock and first-class customer service in equal measure.

Juratoys

020 8878 2133 | www.janod.com | sales@juratoys.co.uk

Janod is launching a new collection of art and craft sets this spring, dedicated to younger age groups. The creative sets will inspire imaginations and keep little creatives busy using everything from pompoms to stickers, developing key skills (including cutting, sticking and drawing) in the process. Split across age categories 3, 4 and 5 years, and displayed in striking packaging which cleverly transforms into an easel to display the finished artwork, the kits make for great gifting items too.

Perfect for 3 year olds, the collection includes the engaging Geometric Stickers and Pompoms sets. With colourful animals included in the Geometric Stickers craft set, including four pictures to decorate with sensory foam stickers, the kit is perfect for developing fine motor skills through creativity. Pompoms also brings a sensory element to crafting as the set includes 150 pompoms in two sizes and five colours, all ready to be glued on to the background provided to create a 3D masterpiece.

Four year olds can build on their skills using the Round Stickers and Cutting and Sticking sets. Decorating four different animals, the Round Sticker uses different sizes of foam stickers to add colour and texture to each picture. Using the supporting guide, children can challenge themselves to add the correct colour in each space, to keep their minds busy during the activity. Further to this, the Cutting and Sticking set supports little ones in learning to use scissors independently as they cut the patterned sheets to decorate the four pictures provided. The set includes child friendly scissors, which only cut paper, and a glue stick.

Supporting the developing skills of 5 year olds, the Stickers and Decorations and Drawing Skills sets will inspire creative learners as they develop confidence in their artist abilities. The jungle themed Stickers and Decorations set encourage little artists to decorate and embellish the exotic backgrounds with a variety of themed stickers that includes parrots, snakes and monkeys. The Drawing Skills set helps children develop their fine motor skills and penmanship using erasable markers that can be used time and time again. With four wipe clean sheets to colour in, they can practise drawing everything from loops, waves and lines. The set is a great way to support drawing independently.

Bounce

020 7138 3650 | www.bouncemarketing.co.uk

toymaster@bouncemarketing.co.uk

Bounce will be attending the Toymaster show for the first time to highlight its distinctive range of toys, games, puzzles and children’s books from over 40 children’s independent publishers.

Bounce offers a wide selection of children’s books, from cloth and bath books to activity books, picture books to non-fiction. The soft book range includes the new Little Soft Sleeper series from Yoyo Books that has a gentle colour palette, plenty of tactile elements (including embroidery and ribbons) and comes in an attractive, eco-friendly box. There are also new arrivals in the Meet My Friends Junior board book series to complement the successful My Little Village Junior range from Globe, a publisher of innovative educational toys and games that help children learn through play.

Other products to be showcased at the Toymaster show include the Early Learning My Wooden Castle which features 14 wooden elements and six sensory blocks, and the Early Learning My Wooden Memory Game: Animals. From Auzou Books and Toys, these are all made from FSC certified wood and cardboard and help to develop a baby’s fine motor skills.

Alongside the range of toys from a variety of European book and toy companies, Bounce has an abundance of licensed products from brands such as Paw Patrol, Spidey and Peppa Pig. With the celebration of 100 years of Disney, Bounce can offer a selection of products featuring Disney’s best- loved characters in formats such as the PI Kids’ Me Reader and My First Smart Pad Library series.

Among its range of puzzles and jigsaws, there is a brand-new Mindbogglers Jigsaw Puzzle featuring one of London’s most recognisable landmarks, Big Ben, and Bounce continues to add to its list of products in this line of 1000 piece high-quality photographic landscape puzzles. Bounce benefits from a great team of experienced field sales agents to offer guidance on product selection and visits customers in-store. The product range contains an array of FSCcertified products, and the dedicated team is on hand to draw up product lists to fit individual independent retailer requirements. Supporting independent retailers is a core part of the company ethos with independent toy retailers benefiting from no minimum order quantities and no carriage charge. Bounce will be offering an extra 5% discount at the May 2023 show for all Toymaster members and invites visitors to drop by the stand to find out more.

© 2023 CYBER GROUP STUDIOS

© 2023 & TM Julia Donaldson / Axel Scheffler.

Rainbow Designs

01329 227300 | www.rainbowdesigns.co.uk

With its entire family of characters on display, from Peter Rabbit, Paddington Bear, Disney’s Winnie the Pooh and Mickey Mouse, to Elmer, Spot and The Very Hungry Caterpillar, Rainbow Design’s extensive range ensures there is a cuddly character, educational wooden toy or fun-packed play set for every pre-schooler.

The Peter Rabbit TV toy range is a collection of toys based on the popular animated series that follows Peter Rabbit as he embarks on a series of adventures with his best friends Benjamin and Lily. Rainbow’s soft, cuddly character collection includes the Talking Peter Rabbit and Lily Bobtail toys, now at a new bigger size, with phrases such as 'Let's hop to it!' and 'All rabbits need a little help from their friends'.

The Adventures of Paddington best-selling pre-school toy range of plush toys and play sets is based on the award-winning TV show that captures the spirit and charm of the nation’s favourite bear and will be back for a third series on Nick Jr shortly. An inspiring, cuddly addition to the range, joining the ever-popular Talking Paddington Soft Toy, is the Adventures of Paddington Dress Me Up Soft Toy. In addition to his traditional blue duffle coat and red bush hat, this new line includes four changeable outfits to dress up Paddington as a doctor, a baker or as a magician.

Sparking imaginations and encouraging pre-schoolers to create their own adventures with Paddington, this fun-packed toy range will also see the arrival of the award-winning Adventures of Paddington Tea Set that includes a cuddly Paddington Bear Soft Toy and 10-piece Tea Set.

stickers so little ones can personalise, the tea set has everything

new Paddington Motorcycle and Side Car, that will see

Reydon Sports

0115 938 6444

www.reydonsports.com

sales@reydonsports.com

Sports, toy, leisure and outdoor equipment company Reydon Sports is looking forward to exhibiting at the Toymaster Show for the first time and will showcase its Nerf and Franklin Sports ranges.

Working alongside Franklin Sports, Reydon is an exclusive B2B European distributor for the brand, including its Nerf Sports range, with the full support of Hasbro UK. Exploring a hybrid of Sport & Toy through an innovative set of products from Nerf, the ranges are distributed via Reydon’s UK distribution centre based in Nottingham. Its B2B model allows it to supply and service the world of retail across many sectors, with a wide array of marketing support on offer also.

The 30+ SKU launch for Reydon showcases a superb set of sporting product lines which fit perfectly into any toy, sport, leisure and multiple retailer. One of the bestsellers for this year is the Nerf Pro Hoop basketball set which transforms any bedroom or living room into a personal basketball court. This over the door hoop fits most standard bedroom doors and assembles quickly. Other products include ball, basketball, golf and tennis sets along with the iconic Howler range. With a long-term business strategy to develop its sports offering with a toy-like spin, Reydon Sports’ close working relationship with Franklin Sports opens up an extensive offering of products to the retail sector.

Packaged in Paddington’s suitcase, that features the familiar P.B. initials and

needed for an afternoon tea for two. The Paddington Bus and Bessie Campervan playsets will be joined later this year by the

Paddington set for more adventures with Pigeonton and his dog, Lucky.

Hornby Hobbies (Airfix)

01843

233 500 | www.hornby.com sales@hornby.com

Airfix is tipped to see continued demand as the modelling hobby surges, with Starter Sets paving the way for new modellers and family fun.

Laser focused on driving the growing range of Starter Set kits forward, Airfix will introduce five kits to this popular category for 2023. The brand new 1:72 Lockheed Martin F-35B Lightning II is one of the most advanced aircraft created and an extremely popular sight at family air shows across the world. This kit can be built in just 42 parts with easy-to-follow instructions and paint, brush and glue included.

Also new for 2023 is the sleek 1:43 Aston Martin DB5 and reliable 1:43 Land Rover Series 1 Pick-Up Starter Sets, each including paint, adhesive, brushes and clear instructions. For those looking for modern supercar Starter Sets, the McLaren 765LT and Lamborghini Huracán will be released this year, both in 1:43 scale.

The Starter Set range concentrates on engaging children with skill building and fascinating subjects, selected to attract the attentions of young minds, whether in the air or firmly on the ground; the collection includes aircraft, cars, tanks and ships.

Trusted by families, each Starter Set kit is carefully designed to guide children aged 8+ through the building steps as they replicate icons in history. Each piece is designed with special detail, and all include painting guides, water-based acrylic paints, a brush, glue and decals.

Holding huge appeal among children of all ages, Airfix is also gearing up to welcome a brand-new category to Quickbuild range – London Transport. Two new snap-together sets were revealed in January’s range launch: the new Transport for London New Routemaster Bus and the new black cab London Taxi LEVC (London EV Company) TX. These striking new model kits have been carefully designed to guide children aged 6+ through the building process, as they build these instantly recognisable symbols of the capital, with no glue needed.

Creating a positive first experience from the get-go, the brand team is concentrated on bringing cuttingedge products to market, supported by digital and social marketing campaigns, including engaging ‘how to’ and kit unboxing videos on the official Airfix YouTube channel. Driving the success of the product range, Airfix ended 2022 with over 900m impressions across its growing social media channels, strengthened by robust brand partnerships and collaborations.

PlayMonster UK

At this year’s Toymaster Show, PlayMonster UK will be introducing Glo Friends, presenting new launches in the Spirograph portfolio, debuting Koosh in the outdoor play range, unveiling new My Fairy Garden sets, showcasing a strong range of games and welcoming My Little Pony to the Fuzzikins range.

Following the successful launch of Spirograph into the UK PlayMonster portfolio, the range is boosted with two new fun and versatile products. Spirograph Window Designer allows children to create and layer amazing spiral designs on windows or mirrors, which can be easily wiped away. For on-the-go fun, a new Spirograph Electronic Doodle Pad is the first 100% mess free and digital way to create amazing spirograph designs.

In PlayMonster UK’s games portfolio, Pigs on Trampolines is launching in AW23. The new, fast-paced and fun game for all the family sees players use the trampolines to bounce their pigs into the pig pen. The player with the most pigs in the mud pit wins the game.

The award-winning 5 Second Rule portfolio will be boosted with the brand new 5 Second Rule Relay, a fast-paced twist on the 5SR game, launching for AW23. Players name one thing in under 5 seconds and pass the relay baton on before they get timed out. Everyone must answer the same question with a different answer, and the baton may be passed back.

A new pre-school range for AW23 is the new Glo Friends range, which introduces sensory play and reading. Glo Friends are adorable and fun and feature elements of Social Emotional Learning (SEL) as tools to help parents teach children about their emotions and how to regulate them. Each bug and play set has elements designed for soothing play and reinforcing healthy emotional outlets for kids.

With four interactive play modes and over 90 songs and sounds, children can wiggle, hop and stop with Glo Friends Wigglebug or enjoy quiet togetherness with the range of Glo-Friend Story Time packs. All encourage bravery, asking for help and not giving up. The accompanying light up Glo-friend can be used as a companion and take part in the story breaks for movement, breathing exercises and reflection.

New play sets will also launch for AW23 to boost 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. Moonlight Tower is Luna’s the Shadow Fairy’s home, and both the Tower and the accessories glow in the dark. It includes a detachable telescope and working magnifier.

Easy to catch, hard to put down, the original Koosh will debut in UK for spring 2023. Players can kick it, toss it, bounce it, roll it and hold it in their hand. In addition to the original Koosh ball, the line will feature additional SKUs for active indoor and outdoor fun, including Koosh Comet, Koosh Woosh, Koosh Paddle and Koosh Flix Stix.

My Little Pony is joining the world of Fuzzikins for AW23, so kids will be able to colour, rinse and recolour with Sunny, Izzy and Pipp. The set comes with cutie marks stamper pens, stickers and pony accessories for hours of creative fun.

Wilton Bradley

01626 835 400 | www.wiltonbradley.com

Wheeled toys have long been a specialty of the Wilton Bradley team with many years of experience in developing premium products. Its Xootz brand encourages kids to spend less time cooped up indoors and get out exploring with the range including go-karts, electrified drift trikes and ride-ons.

Baby Republic

01908 803 800 | Shop.elfontheshelf.co.uk |

sales@babyrepublic.co.uk

Baby Republic will be showcasing The Lumistella Company’s range of whimsical North Pole products at this year's Toymaster Show including iconic Christmas brands The Elf on the Shelf, Elf Pets and Elf Mates.

The Elf on the Shelf is The Lumistella Company’s original, timeless Christmas tradition celebrated each year by millions of families across the globe. Santa’s official The Elf on the Shelf Scout Elves spread Christmas cheer by flying back and forth from the North Pole to report on all the nice things a family does throughout the Christmas season. These playful Scout Elves hide in new spots around the home, creating a game of Christmas hide-and-seek.

Elf Pets toys feature the cuddly animals within Santa’s magical universe and can be played with year-round. They include a Reindeer, Saint Bernard and Artic Fox Elf Pets.

Christmas 2023 sees the launch of a new range of Elf Mates toys for families to adopt. Each of these dolls has their own personality and specialise in roles such as the Elf Mates Chef, Elf Mates Toy Maker and Elf Mates Cobbler, which highlight how they encourage kindness during the Christmas season.

Also available are accompanying products such as the fashionable Claus Couture Collection of Scout Elf and Elf Pet clothing, as well as play sets, collectible minis and games for families to play throughout the holiday season.

Special family moments can also be shared at story time through a variety of storybooks that encourage children to do good deeds and spread Christmas cheer.

Suitable for ages 24 months and up, the Xootz Big Bumper Car is easy to manoeuvre, giving kids complete control as they perform full 360 spins and reach speeds of up to 2.5mph. The Big Bumper Car has adjustable seatbelts, antiflat tires and a rubberized bumper that offers protection to kids and the home. Bringing all the fun of the fairground dodgem, the bumper car features flashing LED lights and fairground themed music. The fully rechargeable ride-on is powered by twin motors and comes with a sticker pack so that kids can customise their ride and personalise their own number plate.

For kids aged five years and over, the new Xootz Wild Thing LED Scooter boasts leopard print grip tape, LED wheels, deck and handlebar grips for a fun light show when ridden. Featuring a lightweight aluminium frame, it also comes with an easy folding mechanism making it perfect for transporting.

Tomy

01392

281 927 | www.tomy.com

Visitors to the Tomy stand can expect to see the full range of products across the company’s portfolio of brands, including the latest line-up from Britains Farm Toys, such as the John Deere 4450 and JCB 3CX Backhoe Loader. John Deere Kids will also be unveiling three new additions – the Key n Go Johnny Tractor, Build a Dump Truck and the All-Terrain Tractor from Monster Treads.

Tomy's popular pre-school lines will be showcasing some of the best upcoming products, including Toomies' Bluey bathtime range and new additions to the bathtime Peppa Pig line. Toomies will also highlight the new Bathtime Barista, while Fat Brain Toys' brand-new look will be unveiled for the first time at the show. Lamaze also continues to build out its new look with the latest raft of additions to its range.

Aquadoodle and Megasketcher, as well as a refreshed range of Jixelz, will also feature at the show, and Tomy Games and Drumond Park will be presenting a line-up of games such as Pop Up Super Mario and Game of Saying Huh, along with new

Smart Toys and Games

01903 885 669 | uk@smart.be

Spring 2023 sees the arrival of a new edition in Smart Games’ best-selling IQ Games collection – IQ Twins. The puzzle pieces of IQ Twins are two peas in a pod, but not two of a kind. Ten puzzle pieces form five colour pairs and one part of the duo only fits on the game board in 90° orientations, while the other piece only fits when rotated 45°. This IQ game comes in handy travel case and includes 120 challenges from junior to wizard, suited for both kids and adults.

Selling in its tens of thousands, the world-renowned IQ range is a popular category for Smart Toys and Games. Each game is unique with an innovative game mechanic; offering varying levels of difficulty, meaning that these educational games are perfect for both adults and children as young as six.

The brand will also showcase two new travel games. For football fanatics, the aim of Plug and Play Ball is to try and fit all seven puzzle pieces on the ball, but moving the small starting piece during the game will earn the player a red card. This mini 3D puzzle game, aimed at ages six plus, doubles as a fidget game that needs no set up. With the Pole Position 3D tin travel game, players try to find the correct position of the magnetic racing cars and see who really hits the apex with 48 challenges on six tracks.

New arrivals from SmartMax, the award-winning pre-school magnetic construction system, will be on show with two new My First sets. The bestselling range introduces young children between the ages of 1-5 to the world of magnetism, encouraging logical thinking, motor skills and imaginative play from an early

With My First People, toddlers can create a chef, a builder, a gardener, a firefighter, or mix and match the funny faces with the different hats and bodies to create their own people. My First Pirates lets littles ones wobble on the deck of the pirate ship or go on a treasure hunt on the desert island. The metal playbox doubles as a play area and can be used to store everything, so this play set is a handy travel toy allowing little ones to enjoy magnetic play on the go. Both these new sets can be combined with all other SmartMax sets.

Flair GP

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

Kids can have great fun plotting shark attacks and terrorising parents and siblings with the 18” RC shark, Mega Chomp. It can travel easily on land, moving its multisegmented, articulated tail and chomping its jaws in a way that looks like the shark is swimming half-submerged in water.

With the much more loveable My Fuzzy Friends: Magic Whispers Kitty, kids can place the Kitty’s light-up heart to their forehead and she will speak exclusively to them. No one around will be able to hear what she says, meaning that the child alone will know how she feels and what she wants. She may even offer up some helpful advice. There are three Magic Whispers kittens to collect and each has a light-up pendant that glows in different colours. Just the right size for a child to hold in their arms, each of the three kitties in the range measures 6.5” tall.

The Action Heroes range is being expanded, with marketing going further for autumn/winter 2023. Children will be able to collect lots more interchangeable figures, with pop and swap head and body pieces, and double-sided faces with different expressions. The more figures they collect, the more characters they can create. With play sets and action vehicles also available in the range, collectors can build their own Action Heroes world. There are two existing core themes to collect – Dinosaurs and the Police Force. Storytelling is central to the play pattern of this fun, action-packed range. From autumn/winter, collectors can help put a lid on plastic waste with CapStars. These sustainable pencil toppers are the first collectibles to be made from 100% recycled materials, with each CapStar preventing at least seven plastic bottle caps from going into landfill. Kids can collect characters from across the DC and Marvel universes, alongside others from the Disney Kingdom. All are pocket money priced and perfect for kids aged five and over. Each CapStar comes blind packaged in sustainable paper packaging, offering a fun reveal experience with an eco-conscious twist.

Cheatwell

02392 524 098 | www.cheatwell.com | Sales@cheatwell.com

Cheatwell will be showcasing its extensive range of travel games which are perfect for summer holidays. There are over 20 family card games to choose from, and customers ordering three designs will get a free countertop display. Great value for money, the impulse purchase products suit kids, families and adults alike, so there’s something for everyone. They include Silly Safari; the ‘what’s missing, what’s not’ observation game; Flip-Pix, the twist and shout rapid action game; and Snap Fit, the all-action family card game.

Cheatwell’s Games 2 Go range features a novel take anywhere, play-and-score card dispenser. The dispenser contains everything needed to play the games and Travel Tension, Gabble and Take 10 are the first games to feature in this pocket-sized play pack.

Wild Guess is a game of fantastic facts and fascinating figures where guessing the closest to a given answer on the card scores points. Players don’t have to be exact, simply closer than their opponents.

Carefully crafted so that both kids and adults can play on a level playing field, Travel Family Quiz Night is the all-inclusive trivia game that allows everyone to join in the fun. The handy travel pack contains a range of fun questions covering eight popular topics and can be played individually or as kids versus adults in teams.

Travel Charades is a pint-sized version of Cheatwell’s popular board game thet doesn’t take up too much space, while in Brain Ache, players race to identify familiar catchphrases or words represented by perplexing pictures. Quickest to guess wins the card so players need to think fast and shout out the answer before anyone else.

Aha! Is a secret word guessing game that’s packed full of fun. One by one, clues to the mystery word are revealed, then it’s a race to discover the answer. The fewer clues needed, the more points are scored, while in Best to Wurst, the answers to the silly questions don’t really matter that much as its the laughs that count. The best answer wins, but there’s also a twist as even the worst answers are rewarded.

Toynamics UK & Ireland

0116 478 5230 | www.character-online.com

sales@charactergroup.plc.uk

Toynamics UK & Ireland will be showcasing its wide range of toy brands at the Toymaster show this year. For independent retailers, Toynamics is offering toys for a mix of ages, from newborn to eight years+, and price points spanning pocket money prices on collectibles to big ticket items such as ride-ons. The variety of toys on show will reflect what parents are looking for in extended play value and toys that last.

Highlights will include playful learning toys from Hape; environmentally friendly cork toys from Korko; new ride-on brand Ambosstoys and, from licensed toy brand Nanoblock, the world’s smallest micro-sized building blocks.

As brand and business growth continues for Toynamics, the team will also be showing its new brand for 2023, Ambosstoys: timeless ride-on toys that combine classic Italian design with the finest craftsmanship. The vintage looking Primo is an authentic ride-on toy in the design of a classic Italian scooter. Suitable for toddler age up until 5 years old, the bikes are created using the highest quality materials for longevity and are available in three colours, mint, blue and pink.

New for Korko, the playful educational range made from sustainable Portuguese cork, is the Little Skittles Set. Perfect for 18 months plus, the skittles are soft, lightweight, non-slip and durable, plus cork is an antibacterial material and recyclable. It’s an ideal toy for encouraging a child’s hand eye coordination.

Hape will be featuring the Nature Fun range, with a spotlight on the Nature Fun 4-in 1 Exploration Set. This set includes the best-selling hide-and-seek periscope, 4 x magnifying glass and two-tone whistle, net and bug jar. All products are made from sustainable bamboo and plant-based plastics.

Nanoblock, the world’s smallest micro-sized building block will have the new Pokémon collection on display, showcasing a selection of the 10 new characters to collect including Garchomp with 210 pieces, Chimcar with 150 pieces and Entei with 250 pieces.

For indie retailers there will be an exclusive show discount offering 10% off orders over £500 placed at the show and for immediate delivery. The Toynamics team will be available to discuss marketing support and shop-in shop solutions with retailers.

Basic Fun!

0118 925 3270 | www.basicfun.com | Tim.Ives@basicfun.com

Kids can now experience the excitement of Tonka from a younger age and role-play being on the construction site. Tonka Hard Hat and Building Blocks Set launched this spring and coming in the second half of ’23 is the wearable Tonka Tough! Toolbelt which comes with 11 tools and hard hat. Meanwhile, the Tonka Tough! Toolbox includes three tools, accessories and buildable workbench – all can be stored in the handy, real steel, carry-along toolbox.

The classic Tonka brand will also expand its fleet of trucks, with the launch of three new Tonka Steel Classics vehicles this autumn/ winter. The yellow Farm Tractor is joined by a Farm Truck that features a fold-down tailgate. A Steel Car Carrier with folding tailgate carries five Tonka Monster Metal Trucks or three Mighty Force Lights & Sounds vehicles.

Basic Fun! is celebrating 40 years of My Little Pony in 2023 with a retro-inspired commemorative collection. The 40th Anniversary Unicorn and Pegasus Plush assortment launched in spring and is available as four in a stable style CDU. There are also surprise reveal two-inch collectible mini figures with real hair tails. The pocket-money-priced Ponies feature the original 1983 characters including Spike the dragon. Also launching are the never released Celestial Ponies.

New launches for the nostalgic Care Bears Master Toy collection include Care Bears Lil' Besties, cute, collectible mini Care Bears, with 50+ Lil’ Besties to collect across the launch collection, with different expressions and fun action poses. There are surprise reveal single figures with accessories to collect and Lil Cubbies 360-degree mini play sets featuring two Lil Besties and seven accessories.

This autumn, the Care Bears plush collection will see the introduction of the brand-new UK exclusive Destiny Bear in vivid magenta. Also new is the limited-edition Bedtime Bear with a night-time glowing belly badge, and special Dare To Care Gold edition with collectible gold figurine. There’s also the eco-friendly Always Here Bear.

Basic Fun’s portfolio of brands also includes Fisher Price Classics and more.

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

Geemac

01604 401719 | Sales@geemac.biz

This year, Geemac is launching the brandnew T-Rex Ninja range, which offers an engaging unboxing and collecting experience with three dino characters to collect. This vibrant feature surprise plush is filled with 100% recycled material and features ninja fighter weapons and sounds. There are small and large options available, offering two value price points.

Gemmy Royal surprise eggs feature cute royal unicorns inside. The adorable plush characters feature a light up horn, interchangeable skirt or sparkle wings, stickers and a golden tiara. The horn changes colour and stays illuminated for 10 minutes acting as a soothing night-light. Again, the plush is filled with 100% recycled material and there are small and large options available offering two value price points.

Geemac is also launching its new FisherPrice Toddler Trampoline having re-designed the trampoline to make it faster and easier to build, while incorporating Mattel’s new characters and style guide. The trampoline can be used indoors and outdoors.

Brainstorm

01200 445 113 | www.brainstormltd.co.uk

Thumbler is an addictive, pocket-sized spinning top that transforms into a multicoloured light show when swirled. The fidget toy has its own stand and is encased in a special enclosure that allows it to spin faster for longer.

My Very Own Fairy Cottage Keepsake Box lets kids create a toadstool home for fairy and unicorn figures using three types of air-drying clay including bubble and glow clay. The set includes moulds and a step-by-step guide. My Very Own Solar System Suncatcher comes with eight planets, translucent paint and a glow in the dark pen, while the Outdoor Adventure Nature Explorer comes with five double sided, full colour cards featuring photoreal images and themes including clouds, animal tracks, birds, flowers, bugs and trees as well as a glow-in-the-dark constellation spotter.

The colourful 20-piece My First Magnet Kit helps children explore magnetism in a fun way, with lots of experiments to try including making a magnet float, bounce and jump. Alongside the magnets, the set also comes with a code used to unlock 10 online experiments as well as a colourful leaflet filled with magnet facts.

Brainstorm launches the new Paw Patrol Drawing Projector. The pocket-sized projector has six easy-to-change image caps featuring the popular characters that can be traced onto paper. The images can also be projected onto the walls and ceilings of darkened rooms.

A new Nick Jr. Paw Patrol Head Torch features Chase. Kids press once for light and again to trigger a fun police siren sound. The torch features two angles: straight for outdoor adventures such as walking or camping, or tilted for catching up on Paw Patrol books and comics. The headtorch comes with an adjustable strap suitable for children of all ages.

The new Nick Jr. Baby Shark’s Big Show! Torch & Projector features images from the popular Nick Jr. and Milkshake series. The hand-held projector beams 24 different character-based images onto walls and ceilings and also doubles as a torch.

The Eugy craft collection is made from environmentally friendly, biodegradable card with natural eco-friendly ink and non-toxic glue. Eugy models can be built by following a simple number sequence. Children will enjoy collecting them all. There are currently 53 models in the range including Squirrel, Spiro and Moose with more added throughout 2023 including Red Dragon.

New additions join the StikBot Monster collection. The StikBot Monster Werewolf Pack includes a Werewolf, StikBot and a StikBot Monster and a StikBot Monster Cyborg Pack includes a Cyborg, a Mad Scientist and a Monster. A KlikBot Galaxy Pack with over 25 accessories also launches this year, featuring a KlikBot Hero, KlikBot Villain and KlikBot Guardian.

Zing’s new Klixx Creaturez range will be distributed exclusively by Brainstorm in the UK. The initial range includes three characters in two colourways: Spider, Cobra and Scorpion. The addictive fidget toys have over 200 points of articulation and can be snapped and clicked together ready for use in stop-frame animations.

Abysse Corp

www.abyssecorp.com | www.gbeye.com

Abysse Corp specialises in the creation and distribution of pop culture merchandise with over 200 active licences across key categories such as Anime, Gaming, Music, Movies and TV Series. In 2021, GB Eye joined the Abysse Corp group with its internationally recognised portfolio of wall decoration and framing products.

While its major licences include Pokémon, Harry Potter & Disney, the company is also an industry expert in Anime – one of the fastest growing genres in 2023. One Piece, Dragon Ball, Naruto, Demon Slayer, My Hero Academia and many more are all breaking sales records.

The company’s Abystyle Studio brand offers a range of figurines and replicas showcasing its passion for Anime and geek culture. Packaged in beautifully designed window boxes to offer product visibility on the shelf, the Abystyle Studio Collection has quickly gained a reputation for being eye catching and innovative. Best-selling figurines include Ryuk, a renowned character from the Death Note series who stands at 30cm high, and Bakugo from the ever popular My Hero Academia licence.

Sitting alongside Abystyle studio is the core range of merchandise and gifting. Products are created by fans for fans of all ages and interests, with items ranging from mugs and glassware to keyrings, notebooks and gifting. Abysse’s diverse catalogue continues to grow as it brings exclusive merchandise to fans, and the anime range is constantly evolving to keep up with current trends.

Anime can help independent retailers increase the age demographic of their customer by appealing to an older audience, and Abysse’s low MOQ and pack sizes enable retailers to trial a range of products with low risk. Anime appeals to a wide-ranging age demographic, from children as young as eight up to a cult following of adults in their 20s and 30s. As Anime specialists, the team can recommend hero products and create bespoke ranges for customers.

Abysse GB Eye will also be exhibiting at Glee and Autumn Fair later this year.

Mood Bears

info@moodbears.co.uk www.moodbears.com

Following its Dragons Den investment success, Mood Bears is launching new talking and moving options which sing a poem about how they feel. The new bears will be on show at Toymaster and available from May 1st.

Mood Bears, created by Leicestershire

mum-of-three Jo Proud, will be adding the new options to its colourful collection, designed to help support mental health by encouraging the bears’ owners to talk more about their feelings. The eight existing Mood Bears will now be available as singing and moving bears. Each has a distinctive colour to match the mood associated with their name, based on colour psychology, and has paw shapes indicating the mood they depict. The existing bears are: Happy Bear, Sad Bear, Angry Bear, Calm Bear, Nervous Bear, Hope Bear, Love Bear and Silly Bear.

Jo Proud created the first Happy Bear in 2019 when she was going through an emotionally challenging time which took a toll on her mental health. Jo drew a picture of a yellow bear with happy faces on its paws and decided to get it made professionally – for herself. When Happy finally arrived, it made her smile for the first time in a long time and inspired her to create the business.

Mood Bears have been distributed in over 100 different stores in the UK and Ireland, and some have even made it to Australia and the USA. Mood Bears are made from recycled materials and are 100% recyclable. The Bears are tested to European and British safety standards and are suitable from birth.

Epoch Making Toys

0208 049 1377  | epochmakingtoys.com

sales@epochmakingtoys.com

From Sylvanian Families, Epoch will be showcasing two new sets from the Amusement Land collection. Available now, the pretty pastel blue, freewheeling Floating Cloud Rainbow Train features a plume of smoke escaping the chimney which provides seating for three baby figures and bobs up and down as the train moves along. It also comes with a brand-new figure, from the new Fennec Fox family, baby girl Yulie, in an exclusive outfit. Launching in July, the Baby Mermaid Castle is packed with 12 ocean themed features including a marine merry-go-round and a jellyfish swing. It also includes three baby figures in under-the-sea outfits and can be easily combined with the Baby Amusement Park for double the fun.

Also new for 2023 is the Sunny Picnic Set with Fennec Fox Sister and Baby, available now, and the Village Doctor Starter Set. Available from July, this set includes Dr Dawn, the Persian Cat Mother who has everything a doctor could need to transform the Red Roof Country Home into a surgery or the Family Picnic Van into an ambulance.

Perfect for Christmas is the Penguin Family, complete with mini-ice cream cart and ice creams which they can hold. The Penguin Babies Ride ‘n Play features two baby penguins in a pedal car which can be connected to the Penguin Family’s cart. The Reindeer Family wears festive outfits and comes with a pastel sleigh which the two babies can play and ride in.

Aquabeads will have its latest innovation on display: the Aquabeads Disney Princess Nail Studio. Added to the portfolio in January, the sub-line allows children to create magical manicures with just water. The set comes with 56 reusable nails, 120 decorations, and 40 Disney Princess designs. In addition, there’s the new Dinosaur World Set and - launching in July - the Disney Princess Dress-Up Set and Deluxe Craft Backpack. The latter will be the latest addition to the brand’s portable ‘on-the-go’ range and can be personalised by attaching creations to the backpack and the straps.

Epoch Games will be bringing three new and exciting games to Toymaster, all set to be popular following the release of the Super Mario Bros. Movie which hit cinemas in April. In Super Mario Rally Tennis, players must slide their characters left and right to receive the ball and hit the button at the right time to serve and return. A scoreboard helps keep track of the match in true tennis style and the included collectible Mario and Luigi figures can be used interchangeably with other characters that are part of the Epoch Games Link System.

Route ‘n Go! is an exclusive Super Mario Bros. Movie tie-in, with the aim of the game to slide the panels to create a route for Mario and Luigi’s plumbing van to reach its destination without falling from the track. Players work cooperatively as a team or competitively - the first player to get the van to the goal wins.

Finally, the Lucky Coin Game is based on the classic ‘coin drop’ arcade game, with moving platforms.

Carrera Revell

01296

660 291 | carrera-toys.com |

office.uk@carrera-revell.com

As Carrera celebrates its 60th anniversary year in 2023, it will be highlighting the ever-growing world of Carrera RC and slot racing through new and exclusive licensed releases.

Tying in with the recent Super Mario Brothers movie launch, Carrera RC offers many releases that bring hero Mario and friends from screen to radio controlled reality, starting with the 1:18 scale Pipe Kart Mario for ages 6+, with Pipe Kart versions of Yoshi and Peach also available. Princess Peach is also a focus character and available in 1:18 scale Quadbike form (also for 6+, along with Mario & Yoshi versions). For those wanting to go smaller, there’s the new 6+ rated Mario Kart Quadbike in 1:40 scale, measuring a mere 80mm in length but perfectly formed. All Carrera RC Super Mario items operate on 2.4GHz for interference-free control and are supplied with all required batteries.

In slot racing, Carrera offers multiple sets in the battery-operated First range for ages 3+ in 1:50 scale (Mario/Luigi) with signature blue track; the mains-operated Go!!! Range for ages 6+ (Mario/Luigi/Yoshi), including power-boosting Turbo controllers in 1:43 scale and the mains-operated Evolution range for ages 8+ (Mario/Yoshi) in 1:32 scale, with enlarged 1:24 scale track to allow sliding through corners. All feature a variety of action elements including fast straights, tight curves, flyovers, looping sections and narrowing chicanes. Also new and exclusive for 2023, Carrera will launch Sonic the Hedgehog ranges in 1:43 scale Pull & Speed motorised pullback cars for ages 3+; 1:18 scale Performance Version race cars in RC for ages 6+, featuring interference-free 2.4GHz full-function radio control, working LED lights, pneumatic high-grip tyres and all required batteries and charge lead included. Sonic the Hedgehog 4.3 (can be upgraded to mains operation) and Sonic the Hedgehog 4.9 slot racing sets are also new. The 4.3 metre battery-operated set will feature a flyover section and jump ramp, whereas the more challenging and larger mainsoperated 4.9 metre set will feature flyover, narrowing chicane and fast looping section. To maximise thrills, this set also features turbo-boost hand controllers for even more speed. The magic pairing of Sonic in his super-fast Speed Star with his sometimes adversary, sometimes partner Shadow in his blistering Dark Reaper, means there is no shortage of choice when it comes to the blue spikey hero.

Casdon Toys

01253 766 411 | www.casdon.com | UK@casdon.com

Casdon Toys will be showcasing its new role-play products for 2023 along with its whole range of best-selling toys including Dyson, Kenwood and Morphy Richards as well as the latest licence from 2022, Joseph Joseph.

The main highlights for this year’s stand will be the brand-new, child-sized versions of much-loved household products, including the new De’Longhi Barista Coffee Machine, two new Joseph Joseph toys and the Casdon Ultimate Styling Case which is compatible with the best-selling Dyson Hair toys.

The De’Longhi Barista Coffee Machine is an advanced toy coffee machine, which comes packed full of features and with realistic sounds and a magic coffee reveal, making it the perfect addition to any play kitchen. It comes equipped with all the accessories little ones need to make the perfect coffee, including a portafilter, two plastic cups, an americano coffee pod, a cappuccino pod and milk jug.

Casdon has two new additions to its newest licence, the Joseph Joseph Salad Set and Joseph Joseph Wash & Scrub. The salad set includes everything little chefs need to chop, prepare and dress their very own salad, helping to ignite excitement around healthy meals. The Chop2Pot cutting mat is the perfect size for preparing all ingredients and the safe to use Elevate Knife makes chopping up the tomatoes, onions, peppers and lettuce a breeze. When sliced and diced, the chopped ingredients can be transferred to the green uno salad bowl. The set also includes a salad dressing bottle, which makes a sound when shaken.

Playmobil

01268 548 111 | www.playmobil.co.uk

A highlight of Playmobil’s stand will be the return of the classic Playmobil Color series, where models of the new sets will be on display for the first time in the UK.

Playmobil is celebrating the comeback of its classic Playmobil Color series after a 45-year hiatus with five new sets released in collaboration with creativity powerhouse, Crayola. The sets include basic white figures and a variety of accessories that can be customised with Crayola Ultra Clean washable markers which easily wash off figurine, skin and clothes.

Known for the iconic Crayola Crayon first introduced in 1903, the Crayola brand has grown into a portfolio of innovative art tools, crafting activities and creativity toys that offer children innovative new ways to use colour to create everything imaginable.

Thanks to this collaboration, children can personalise and design their favourite figures again and again with the collectible Playmobil sets, which will be released in October. The Fashion Boutique set includes various trends to discover. In the changing room, the customised figures can try on various dresses, bags and accessories with a new combination every time.

The Fashion Design Set lets kids become designers and create their own collection, from festive evening dress to crazy skirts. Detailed accessories such as changeable hairstyles, various dresses, skirts and a make-up corner complete the sets.

The Fashion Dress Set is a smaller set, ideal as a gift or for use on the go, while the Racing Car Set is ideal for car fans, who can add impressive flames, dynamic stripes or skid marks to their Playmobil Color vehicle.

The Motorbike Set allows lovers of two-wheelers to change the look of the motorbike to make it the unique star of the next stunt show.

The customisable Playmobil Color sets encourage creativity and use of fine motor skills. At the same time, kids can let their imagination run wild during role-play with the figures and their detailed accessories. Whether colouring their figurines based on their own design or according to models emulating everyday life, Playmobil Color awakens and encourages creative talents and brings fresh colour to play.

Golden Bear Toys

01952 608 308 | www.goldenbeartoys.com

customerservices@goldenbeartoys.co.uk

Interactive plush range Curlimals is a major focus for Golden Bear Toys at this year’s show. A stroke on the head awakens each Curlimal, which boast over 50 different sounds, phrases and movements, responding to play patterns. Each character uncurls to giggle, sing, hum, sneeze, and burp and when they’re tired, they’ll curl back into a ball and begin to softly snore.

AW23 sees the range extend with the new Arctic Glow Curlimals including Perry Polar Bear and Pip Penguin featuring super-soft sparkly fur, Arctic animal sounds and a special light-up belly which changes colour when they’re warm and happy. Also new for AW23, Flutter Wonder Bella Bear brings a new play pattern to the range, with sparkly, light up wings which flutter to show how she's feeling; she’s a Curlimal with a little Flutter Wonder on top.

Fun, giggling, trumping plush range Windy Bums welcomes Zebra and Dinosaur to the collection. Providing cheeky fun, kids simply tap their bums to hear them make trumping sounds while moving across the floor.

For outdoor fun and new to the Smart Ball range is Soccer Bot. Launching for AW23, this indoor football solution uses advanced smart sensor technology to keep track of the football, providing an unparalleled indoor football experience.

Squirty Gertie is an interactive game where the aim is to avoid getting wet. Including two modes of play, players must stay dry throughout the game, either racing against another player or opting for in-turn mode where one wrong move sees Gertie squirt water over the loser. Meanwhile, Farty Freddie is the ultimate pass the parcel farting game. When the music stops, Farty Freddie will fart, giggle or burp - and if he lets out a trump so big, he shakes, then the player is out.

Mind Meld is a fast-paced new game based on the popular TikTok trend. Players shout out their word and challenge others to see who can achieve the ultimate Mind Meld. With two game modes to choose from, it can be played head-to-head or in a group, making Mind Meld the perfect game for any occasion and for players of all ages.

Continuing its long-standing partnerships with the BBC, WildBrain and Acamar, Golden Bear will also showcase its 2023 product launches across Hey Duggee, In the Night Garden and Bing ranges.

Talking Rainybow Bing is a cuddly interactive plush that talks, sings and helps young children learn. Engaging pre-schoolers with Bing’s popular Rainybow Song, this new addition includes music and phrases from the show.

Wearing his stripey pyjamas, Sleepy Time Duggee features the iconic bedtime song from the show. Super soft and snuggly, the soothing music and soft glowing lights aid relaxation, making it perfect for quiet time, nap time or calm and cuddles time. Parental controls include volume control and an on/off switch.

In The Night Garden Talking Soft Toys are super-soft and cuddly, and each plays the iconic theme tune and character sounds from the show. Available as Igglepiggle, Upsy Daisy and Makka Pakka, Talking Soft Toys use tactile fabrics and print detailing to help stimulate little one’s senses through touch and sight.

VTech 01235 555545 | www.vtech.co.uk | trade_sales@vtech.com

New from VTech this autumn/winter are Car-Board Racers: three gravity-defying sets, where cars run along the edge of the cardboard tracks thanks to the innovative design.

With the Off-Roader & Track set, children can use the recycled cardboard pieces to build their very own racetrack, then join the tracks with connectors and place them on the stands to get ready to race. Once placed on top of the dino themed racetrack, the mighty Off-Roader hurtles around the track edges, mastering the single plank bridge, blasting through the stunt jump and escaping the Dino tunnel.

For the Monster Truck & Track set, kids can place the heavy duty Monster Truck on top of the race themed cardboard and watch it zoom around the edges and attempt to clear the included stunt jump, while with the Starter Set, kids can place the chunky 4x4 vehicle on top of the tracks and watch it zoom around the edges.

Encouraging creativity for all ages, the possibilities for track configurations are endless as racers can use extra cardboard including old recyclable household items to expand their tracks and design and construct their own raceways. The sets are intended for children 5 years +.

Car-Board Racers will be supported by a 360-degree marketing campaign featuring TV, digital, social media and PR support starting in June.