TWM_Nuremberg Supplement 2025

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Nuremberg preview

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Nuremberg

from the publisher

Welcome to our preview of the forthcoming Spielwarenmesse – more commonly known as the Nuremberg Toy Fair by the thousands of exhibitors and visitors who flock to the city each year from across the world. The show offers the perfect opportunity to see almost three thousand exhibitors and tens of thousands of new products, and to network with peers and colleagues from every corner of the globe.

The world’s largest Toy Fair is a magnet for the movers and shakers from the toy and licensing communities, and everyone who has a shared interest in the world of toys. Spread across 18 separate halls, every toy category you can think of is represented – whatever you are looking for, chances are you will find it here (somewhere in the miles of aisles).

I attended my first Nuremberg show in 1981 and I still recall the sense of wideeyed amazement when I saw the sheer size and scope of the show – and it has grown significantly since then. Even after 40 years, I still look forward immensely to my trip to Nuremberg every year. A daunting step count lies ahead, but it will be worth it to see the latest and greatest new toy launches that will be hitting shelves in the coming months.

If this issue has landed on your desk or you are reading it online, we hope our show preview will help you to plan for your visit. We’ve curated a selection of some of the best new introductions from key international toy companies, so you can make a list of who you need to see at the show. Preparation is certainly important when it comes to a show of this magnitude.

If you have picked this publication up in Nuremberg and are new to Toy World, I hope you can find the time to look through this preview and see if some of the new ranges we’ve highlighted catch your eye. Toy World is published every month, and we also have a website which is updated with the latest news from the toy market every day – so whatever your involvement in toys, we will keep you up to date with all the latest news and information from around the trade throughout the year. Enjoy our preview of the Nuremberg Toy Fair, and as the show’s strapline says –‘feel the spirit of play.’

BBC Studios strengthens Bluey licensing in EMEA as hype for movie builds

BBC Studios is strengthening its licensing programme in EMEA for Bluey, the Emmy Award-winning TV sensation that has been winning over kids and families worldwide since 2018 and is due to release its first feature film in 2027. Bluey continues to be a top-performing pre-school show across EMEA and its success story extends beyond the screen with a robust portfolio of partnerships across licensing and publishing.

In Germany, the brand focuses on expansion with new licence partners such as 3Bears, Tex Idea, Fashion UK Germany, License Factory, Von.tz, Capelli New York, Panini Stationery and Schwager & Steinlein, with more to be announced.

Consumer demand for Bluey across fashion retailers continues, with new Bluey collections launched in Zara and Mango this year, and more in 2025. While H&M keeps up with fan demand by dropping more mini collections in spring/summer 2025, apparel ranges have also launched in OVS in Italy, in Ackermans in South Africa and Ofek Hol Yam is due to launch in Israel.

Bluey has quickly become a top pre-school property in Germany’s toy market, as Bluey is the No.5 bestselling property in the Pre-school Figure/Playsets and Accessories subclass in Germany in YTD November 2024, according to Circana. Supported by master toy partner Moose, the brand has demonstrated consistent growth. Moose Toys Germany and BBC Studios are expanding the portfolio with new launches of TileTown magnetic sets, Bluey Hide & Seek games and products supporting the Let’s Play Chef 2025 campaign. Other global partner toy lines are expanding, including new Bluey bath toys from Tomy, a Bluey Junior Labyrinth from Ravensburger and the Scooter Time Bluey from VTech. New partners Carrera and Hey Clay are among the latest signings to join the Bluey assortment in the toy and arts & crafts categories, with first products expected to debut later this year.

“Thanks to our best-in-class brand partnerships and a strong and growing licensee base managed in collaboration with our agent Studio 100 International, Germany is set up for further growth and success in 2025. We expect Bluey to have its biggest year yet across all our markets in EMEA,” said Nicola Daglish, BBC Studios’ EMEA Licensing manager.

Publishing also underpins Bluey’s success with Penguin Random House offering over 140 titles globally; its German business, CBJ, has achieved strong sales on Bluey titles, including storybooks and activity books. Bluey is also a top publishing licence for Spain, France, Denmark and Poland.

With the first feature film for Bluey due in 2027, Bluey is poised for even greater success in EMEA in 2025 and beyond

Sanrio’s Hello Kitty and friends to welcome Spielwarenmesse visitors

The Hello Kitty brand is enjoying tremendous momentum that shows no signs of slowing down, driven by the growing enthusiasm of partners and customers alike. Loved by fans of all ages and backgrounds, the brand’s appeal continues to reach new heights. At Spielwarenmesse, Sanrio is showcasing its expansive portfolio of partners and products, as well as brands the company believes will dominate conversations in the year ahead.

One of Sanrio’s most important recent developments is its new partnership with master toy licensee Giochi Preziosi. Announced in autumn 2024, this partnership comes at a time when the market is increasingly embracing gender-neutral products that evoke positive emotions. With its themes of friendship, kindness and inclusion, the Hello Kitty and Friends range from Giochi Preziosi is poised to be a success.

In this collection, Hello Kitty will be joined by other beloved characters such as Kuromi, My Melody, Cinnamoroll, BadBadtz-Maru and more. Together, they will introduce a diverse range of products to the European market, spanning everything from plush toys, dolls, minidolls and minifigures to stationery, backpacks, bags and tech such as headphones, earbuds and even cam printers.

Sanrio’s characters and their kawaii aesthetics can bring added value to the toy industry, offering also a fresh twist on timeless boardgames such as the Hello Kitty Monopoly launched by Winning Moves in 2024 for the character’s 50th anniversary. Cartamundi also joined the celebration, creating a stunning card deck; each card was a work of art featuring Hello Kitty and Friends. Cartamundi will bring to the market a new deck in 2025, in celebration of Kuromi. Kuromi and My Melody are set to take centre stage in 2025, as they’ll be celebrating their 20th and 50th anniversaries respectively.

2025 will be an exciting year thanks to collections from both long-time and new partners. Maxx Marketing will expand its line, which features the most iconic Hello Kitty and Friends characters, with other collectible gifts including keychains and light-up toys for young adults. Micki Toys brings to market a new Hello Kitty and Friends pre-school collection of wooden toys, reflecting Sanrio’s commitment to sustainability, while Paladone’s new gifting line features not only Hello Kitty but also Gudetama. News stands and kiosks will continue to be a strategical touchpoint for kids, with Sbabam launching new collectible toys and blind bags.

Looking beyond EMEA, Australian partner Headstart is seeing success with an extensive plush doll range, and Sanrio continues its collaborations with Funko for its iconic figures, and MGA Entertainment, with the recent launch of the Hello Kitty MGA’s Miniverse play set.

Connetix developing connections around the globe

Over the last year, Connetix has seen major growth and success - not only for the brand, but also its growing team of dedicated and diverse individuals. Brea Brand, CEO and co-founder of Connetix Tiles, gives Toy World a look into Connetix’s achievements in 2024 and what’s on the cards for 2025.

secured the ground floor of the iconic 1960 on Grand building in the LA toy precinct. It was incredible to see this cutting-edge space come together and gain prime visibility with the Connetix name on the side of building. This also marked the debut of Toys Down Under, an initiative where four Australian brands joined us in the space, to each showcase their product offering and build a bigger Australian presence in the US market and beyond.

This time last year, the global Connetix team was 45 people strong. How has the team expanded since?

The global Connetix team is going from strength-tostrength. As we plan for the future, with big projects on the horizon, along with high-level demand for our brand, we have learned to be agile and expand as the brand grows. This has seen our team increase to 57 staff across all areas of the business. Operating a successful work-from-home model allows us to recruit the best people for the role from all over the world, contributing to a dynamic team with diverse skillsets and experiences. We’ve recruited eight international staff members in the past twelve months, which has been invaluable in bringing localised knowledge and support to solidify our place in overseas markets.

We’ve worked hard to foster an amazing team culture and are incredibly lucky to have a strong workforce of women, making up over 70% of our team, as we strive for inclusivity and honour our family-focused approach to business.

Over the past 12 months, what have been Connetix’s biggest successes and ‘pinch me’ moments?

It’s been an outstanding year, seeing high doubledigit growth across the globe, embracing opportunities and achieving some amazing business milestones. We’ve formed strong relationships with industry partners and continued to expand into quality retailers across the globe. Looking forward, the next twelve months promise to bring exciting product developments.

From the very beginning, we’ve had our sights on setting up an international showroom, and this year we

We have been able to connect with like-minded people and forge many lifelong relationships. Leanne, the owner and founder of My Creative Box, is one of those people. This year, an opportunity arose to invest in My Creative Box to support its global expansion. It’s been an incredible business partnership, and we’re excited to help propel this range of immersive activity boxes to an international audience.

It's been an award-winning year for our brand, earning industry recognition and many prestigious awards. Connetix was honoured to be included in the John Lewis Christmas Top 10 alongside some impressive brands, which gained us incredible exposure leading into the golden quarter.

One of our biggest achievements has been the community we’ve cultivated through our social media channels. Recently, our Instagram account reached over half a million followers, and this continues to grow. It has been heartwarming to see how people have embraced our newly launched Roads Range. For a product we’ve had planned for years to finally come to life and be so well received is incredible and sets the stage for more new products over the next year.

What can visitors to the Connetix stand in Nuremberg expect to see this year?

Nuremberg is guaranteed to impress with a brighter and bolder booth than ever before, displaying our biggest ball run yet. We also have our first private meeting room on the stand to showcase a huge amount of NPD launching over the next 24 months. Visitors can see our extensive range in signature pastel and rainbow colours and immerse themselves in the open-ended nature of all our products. They will meet our amazing team – some of whom are travelling from Australia – to

learn more about how Connetix nurtures children’s learning and development.

How do 2025’s major launches build on your existing portfolio?

Over the past few years, we’ve focused on expanding our Product Development team to bring new initiatives to the market that push the limits of magnetic tile play and position ourselves as leaders in magnetic construction toys. Our creative team is guided by the latest research and thoughtfully designs products with customer feedback and demand at the forefront. Everything is built to last, entirely compatible and designed to bring people of all ages together through the shared joy of play.

How will Connetix be supporting its global retailers this year in terms of POS, in-store events/activations, marketing assets, etc.?

We take pride in being a great brand to partner with, often hearing retailers commending us on the level of support they receive and the way we do things at Connetix. We focus on working closely with the retail channel, maintaining a high-level of communication and transparency and taking on board feedback to stay committed to improvement. When joining with Connetix, retailers have access to a suite of innovative marketing strategies, alongside connecting with our thriving social media channels, which achieve a global reach.

Do you have any major goals or aspirations this year in terms of company growth, product launches or other landmark achievements?

Driving our mission is a world-class team of educators, industry experts and play specialists. We will continue to leverage this unique brand strength to bring new developments and perspectives to the industry. Our team’s expansion across the globe speaks to the transformative projects we have lined up for this year and into 2026; we know these releases will be an opportunity not to be missed.

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Special Feature Mattel

Mattel celebrates 80 years of creativity and innovation

Bin 1945, Mattel started out

Mattel boasts one of the most iconic brand portfolios in the world, with beloved IP including Barbie, Hot Wheels, Monster High, Barney and more, as well as a significant presence in both Toys and Entertainment. Here, the company takes readers through its rich history and outlines how, long into the future, it will continue to connect with its audience.

demand creation, connection to culture and execution against the Mattel Playbook.

In its 80th year, Mattel is setting out to simultaneously celebrate its heritage and look towards the future, and readers are invited to join it at Spielwarenmesse well as other events throughout 2025 as it marks this very special occasion.

Mattel has been inspiring generations since 1945 with iconic toys and experiences that spark countless adventures and has been dedicated to giving back to those in need since the very beginning. Here’s a look back at some of the company’s favourite moments from

- Mattel is founded by Ruth and Elliot Handler and Harold “Matt” Mason in a converted garage and originally named Mattel Creations. The business sold Lucite doll furniture.

- The Uke-A-Doodle, Mattel’s first big hit, launches.

- The Magic 8-Ball is released.

- Barbie is born on 8th March.

- The Rock-a-Stack was introduced, helping kids develop hand-eye coordination and depth perception.

- Mattel launches the first Barbie Dreamhouse and Ken is introduced as a boyfriend for Barbie.

- Hot Wheels launches.

- Uno is invented by Merle Robbins, a barber shop owner from Ohio.

- The Mattel Children’s Foundation is established. Its vision is to make a difference to the lives of children and families who need it most around the world. Since then, the foundation has supported thousands of organisations and millions of children and families.

- Dolls of the World debuts, representing global cultures with new fashions.

• 1982 - The first Masters of the Universe toys launch.

• 1985 - The “We girls can do anything” advertising campaign launches, and the Day-toNight Barbie breaks the glass ceiling as a CEO.

• 1986 - Barbie joins an esteemed list of American Icons painted by Andy Warhol.

• 1989 - Thomas & Friends makes its US debut

Special Feature Mattel

participating events.

• 1990 - The Barbie Summit is held, bringing together children from 30 countries to discuss freedom and peace. Specially designed dolls are created to support the Barbie Fund, which distributed money to charities of the children's choice.

• 1992 - Barbie runs for President of the US (the first of five Presidential campaigns).

• 1993 - Mattel acquires Fisher-Price.

• 1998 - Mattel donates $25m to UCLA to rebuild and rename its children’s hospital. Hereafter it’s known as the Mattel Children’s Hospital at UCLA.

• 2001 - Mattel acquires Pictionary.

2005 - Mattel partners with the Special Olympics.

2010 - Monster High is introduced.

2012 - The Mattel Children’s Foundation partners with the Barbie brand to create Ella, Friend of Barbie dolls, to donate to organisations working with children experiencing hair loss caused by medical conditions.

• 2018 - Barbie announces the creation of the Dream Gap Project, a multi-year global initiative raising awareness of the factors that prevent girls from reaching their full potential. The same year, the Mattel Children’s Foundation launches the first Annual Global Day of Play.

- Mattel launches its new toy takeback programme, PlayBack, which is designed to recover and reuse materials. The goal is to achieve 100% recycled plastics by 2030 by inviting families to trade in their old toys.

• 2022 - The Barbie Fashionistas doll with hearing aid debuts.

• 2023 - Barbie: The Movie hits theatres and the Barbie Fashionistas doll with Down Syndrome debuts.

• 2024 - Mattel relaunches Barney the purple dinosaur for a new generation, spanning television, film and YouTube content as well as music and a full range of kids’ products including toys, books, clothing and more.

Bruder – Just like the real thing

2025 marks 50 years since toy vehicle specialist Bruder debuted at Spielwarenmesse. Here, Florian Loh, Area Sales manager at Bruder and Julia Meyer, Marketing manager, sit down with longterm distribution partner Colm Banaghan, director at Banaghan & Co., and Toy World editor Rachael Simpson-Jones, to discuss the brand’s enduring appeal, the importance of relationships, and the new launches driving sales this year.

In 1975, Bruder made its first ever appearance at Spielwarenmesse under the leadership of visionary Heinz Bruder, the son of founder Paul Bruder. The milestone, Julia explains, marked the first time the company (which had started out producing brass reeds for toy trumpets, before transitioning to the manufacture of plastic items and specialising in toys for chocolate brands, annual markets and promotions) had showcased to the Toy industry Heinz’s self-developed plastic toys. In the late 80s, the company then began

developing the 1:16 scale model vehicles it has since become renowned for across the globe.

Now in its third generation – Paul Heinz Bruder, Heinz Bruder’s son and Paul Bruder’s grandson, joined the company in 1987 – the proudly-family-run company is looking forward to celebrating its 50th Spielwarenmesse anniversary with a large party to be held on RedNight (Thursday 30th January), complete with cake, of course, as well as press events on PressDay (Tuesday 28th January) that will educate attending media about Bruder’s heritage

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and generate additional coverage.

“Julia and I are incredibly proud to work for a company with such a rich history and it’s exciting to be able to celebrate such a milestone as this,” says Florian Loh, who has been with Bruder for almost nine years.

Julia says the company’s Spielwarenmesse stand, meanwhile, (Hall 6, Stand C-31, C-37) will prominently feature not only its new launches for 2025, but pictures from throughout the company’s rich history – including

Florian Loh

Julia Meyer

Colm Banaghan

Special Feature

some that reflect and honour Bruder’s longstanding distribution partnership with Banaghan & Co. When I say longstanding, bear in mind that Colm Banaghan, son of founder Leo Banaghan, started working at his dad’s company in 1983, just six years after Banaghan & Co. was appointed as Bruder’s Irish distributor, in 1977. And it’s Colm, now director of the company, that sits in on the call with Florian and Julia.

“I vividly remember the sweet and candy toys Bruder originally made from when I was a young schoolboy, and when I entered the Banaghan & Co. business the subsequent toy vehicle range was primarily packaged in plastic bags,” Colm explains, taking us right back to those early days. “I can’t recall the exact year, but in the late 80s, Bruder moved into the world of licensing and did away with the bags in favour of boxes. In those years, brands were fighting for shelf space tooth and nail, and merchandising could be the deciding factor when it came to whether or not your product made it on. Bruder recognised this and pivoted to open-box design which showed off how the toys really were ‘Just like the real thing’, the company’s strapline. To me, this overhaul of the packaging, and becoming a licensee, were two of the most crucial changes Bruder ever made to its business, and they underpin the success it enjoys today. The brand has more than held its own throughout the years, even in a competitive category, and is now the gold standard in scale models – the one all others look up to and want to emulate, but the one, in my view, that can never be matched.”

Banaghan started distributing Bruder in Ireland to begin with. The region has a deep love of toys based on farming or agricultural brands and sectors, which Bruder offers in spades: nowadays, its portfolio covers John Deere, Massey Ferguson, Claas, Deutz, New Holland, Case, Steyr, Krone, Volvo, MAN, Mack, Mercedes Benz and many more, across themes including farming, agriculture, forestry, construction, emergency services, logistics and countryside sports. Back in 1977 though, Bruder was up against other established vehicle brands, lower-quality ones with lower price points, that Irish parents were already buying, and Irish kids were already playing with. But once retailers came to realise that Bruder offered quality vehicles based on some of the biggest agricultural licences in the world, they soon came on board – and consumers followed suit. Banaghan took over UK distribution more recently, in 2020, where it has enjoyed similar success.

When asked why the partnership between Bruder and Banaghan has lasted as long as it has, both sides highlight their complementary business cultures. Both are family owned and run, with a focus on only providing the highest quality toys. Colm tells me the team at Bruder is straightforward, reliable, loyal to its licensing partners and completely transparent in its dealings, making it a joy to work with, while Florian says Banaghan & Co. is a customer-centric distributor with a focus on only providing quality brands.

“It helps when the acting players at each business get along well and can rely on each other,” adds Florian. “It creates a great atmosphere. It’s been a pleasure working with Colm and Banaghan & Co. for so many years, and surely will be for many more years to come.”

Indeed, Bruder enjoys relationships with distributors across the globe. All are notably longterm, which reflects the fact that a) Bruder is a lovely company to work with and b) its products are very high-quality. According to Colm, the Bruder team is also quite hands-on; knowledgeable and invested in their product representation, and that this makes it a singularly easy company to partner with. He adds: “Paul Heinz Bruder himself actually flew over to Ireland many years ago to gain a better understanding of the marketplace here, which just goes to show how much he cared about ensuring the brand’s success.”

Bruder’s ‘Just like the real thing’ strapline remains at the heart of the company’s product development. Over the decades, its models have become more and more realistic, sophisticated and detailed; pick one up today, and you’d be hard pressed not to be blown away by the authentic, functional vehicle in your hands. Across the globe, the company has amassed a highly engaged and passionate community of fans and collectors that have come to expect this level of quality from each and every new launch. They also regularly request vehicles they’d like to see immortalised in Bruder 1:16 scale model form, and while some suggestions are simply too complex to be turned into a toy, others aren’t. In fact, one of 2025’s major new launches, the Heavy Tow Truck with Light & Sounds (available in Scania or Mack versions), has been produced in response to consumer demand.

This year will welcome 14 new launches across the Professional, Roadmax and bworld ranges, eight of which will arrive in spring. One of Florian’s standout products is another addition to the Roadmax range, which has been designed for kids aged two years and up: a new Tractor with Forestry Trailer and Trunks.

“Our commitment to investing in our brands, even within such a challenging business environment, is steadfast,” Florian says. “This reflects our belief in our brands, in the company’s future, and in the importance of continuing to offer a varied, exciting and thoughtfully curated product assortment.”

Bruder stockists benefit from POS solutions that help drive sell-through and create stand-out areas in-store. Its FSDU is a particular highlight, especially in smaller UK & Irish retailers with limited shelf space that are nonetheless keen to take a decent assortment of product, while marketing and communications materials based

on the 50th anniversary have also started to roll out. These will raise brand awareness and push consumers into their local stockists.

Bruder’s Christmas performance has positioned the company well for the year ahead. Well known brands such as Bruder tend to cut through the noise come the festive season, when consumers seek out tried-and-trusted toys that children already know and love. Data from individual European markets shows Bruder is outperforming the wider marketplace, which has left Florian, Colm, Julia and the rest of the team optimistic for the months ahead.

“There will always be a market for the toys Bruder manufactures because they’re high quality, licensed and genuinely ‘Just like the real thing’,” says Colm. “Bruder isn’t the only one excited for the Heavy Tow Truck; I’ve seen it, and I know we’ll be taking orders for it from just about every corner of the UK & Ireland. Every time I go to Spielwarenmesse, I discover something new and incredible that Bruder is doing and I come away filled with excitement to bring its toys to my customers. Bruder products are always highly anticipated by fans and collectors alike.”

For Florian, the past and future success of Bruder lie in the company’s sustainable, considered approach to growth and expansion. It carefully selects which vehicles and licences to work on each year, with a view to sticking closely to Bruder’s core competencies and maintaining an even keel. “We don’t experience huge highs, but we also don’t suffer huge lows,” Florian notes, pointing out how one of Bruder’s biggest strengths is that it is a steady, allyear-round brand that retailers appreciate year after year.

Julia, meanwhile, highlights that Bruder is one of very few toy companies that manufactures in Europe. The company handles all stages of the development process, from idea to production and marketing, under one roof at the company's head office in Fürth, Germany. A second factory is located in the Czech Republic. Shipments come directly from Germany, they arrive quickly, and production levels are kept consistently high to ensure shelves are always full. And as Julia adds with a smile, “there are no pirates in the Channel yet.”

Looking outside of Europe, Bruder is also a big name in the USA, Australia and New Zealand, among numerous other places. In fact, the brand is now present in over 60 countries globally, an astonishing level of international expansion since 1975, which is all down to distribution partners such as Banaghan & Co. which continue to champion the brand in all markets.

“It’s a huge honour to be associated with Bruder,” finishes Colm. “My father, who passed away in 2021, absolutely loved the brand, so it’s wonderful for me to be carrying on his work and celebrating with Bruder as we mark this very special occasion.”

The magic of Disney comes to Spielwarenmesse

Will Disney have a presence at Spielwarenmesse 2025 and what will you be doing to support your exhibiting licensees?

Spielwarenmesse is a crucial place for us to connect with licensees, retailers and other key partners to discuss our joint plans together across products, retail activations and marketing campaigns. We're excited to share our plans for 2025 and 2026, across our evergreen franchises and much-anticipated studio releases alike, during our annual brand update on Thursday 30th January. The film slate over the next few years is exceptional and we're confident it will continue to drive appetite across audiences.

Visitors to the fair will see Disney franchises showcased throughout Spielwarenmesse via product and creative activations both on- and off-stand. Our teams have been working closely with key licensees to ensure our characters and stories are showing up in fun and innovative ways that demonstrate the impact of our combined efforts.

Nigel Cook – vice president, Brand Commercialisation & Retail at Disney Consumer Products EMEA, tells the readers of this year’s Spielwarenmesse supplement how Disney will be supporting and engaging with its licensees in Nuremberg, and what 2025 has in store in terms of new content and licensing partnerships.

What Disney licensed product from core partners should visitors be looking out for during their time at the show?

All our key toy licensees will be present, showcasing a plethora of industry-leading product on display across six key franchises. We’re looking forward to celebrating the continued popularity of fan favourite products and brands including Lego and Tonies, plus Mattel’s brilliant Moana 2 range, Spin Master’s Bitzee, Disney Lorcana by Ravensburger, and of course Wow! Stuff’s Real FX Stitch. We’re also excited about newness coming through including our partnership with Magic: The Gathering on Marvel, puzzle innovations from Ravensburger and Simba Smoby’s new Stitch plush. Looking ahead to 2025, what is Disney excited about in terms of new content and licensing partnerships?

2025 promises to bring viewers one of our strongest film slates yet. Marvel will kick off the year with Captain America: Brave New World, followed by Thunderbolts and The Fantastic 4. Summer will also see our latest Marvel pre-school expression hit screens, with Iron Man And His Awesome Friends debuting on Disney Jr and Disney+. This is part of our move to double down on pre-school, a move that also welcomes new series for Spidey and his Amazing Friends, Super Kitties and Mickey Mouse Clubhouse+.

The live action Lilo & Stitch is, of course, a huge upcoming moment for the Disney Classics franchise. We've seen an incredibly positive reaction to the recent teaser trailer, showing how the popularity of Stitch's character continues to go from strength to strength. We’re also expecting further growth for our Princess, Frozen and Moana franchises,

with new marketing campaigns and exciting new product releases bolstering their already impressive performances.

Additionally, 2025 sees us celebrate some major milestones - Toy Story's 30th anniversary and what we're confident will be our strongest May 4th (AKA: ‘Star Wars Day’) to date - while we’re excited to release the much-anticipated Zootropolis 2 in November 2025.

With so many things to look forward to, we're excited to work with our partners on bringing such rich material to life through innovative and original licensed product.

Licensing was one of the very few strong growth areas for the toy market in 2024. As we head into a new year, do you think Licensing will remain just as crucial? And how does Disney view its position within the market as a key licensor?

Our position as the largest licensor in the world is thanks to our wealth of IP across key brands which keeps us at the forefront of the market. As we have seen in 2024, with the success of Inside Out 2, Deadpool & Wolverine and most recently Moana 2, our stories and characters have huge appeal across all demographics. This appeal is sure to be strengthened next year thanks to the Lilo & Stitch live action movie, Captain America: Brave New World and Zootropolis 2, in combination with our evergreen franchises.

Consumer products are at the forefront of fans' interactions with our brands. We remain committed to forging true partnerships with licensees that bring the very best product, marketing campaigns and retail activations to market - and to making the most of the stories we have to tell.

Nuremberg

What’s new in Nuremberg?

The halls of Messezentrum Nürnberg will once again welcome back Spielwarenmesse from 28th January to 1st February, as exhibitors and buyers from across the globe gather to showcase their 2025 product launches, place orders for the latest and trendiest new items, and catch up with colleagues from across the toy (and licensing) communities. Toy World’s Rachael Simpson-Jones catches up with Florian Hess, executive board member at organiser Spielwarenmesse eG, about how the show is shaping up and how the team is exploring new areas (both literally and metaphorically) to ensure the fair continues to stay ahead.

By now, most of you should have your hotel rooms or Airbnbs booked, flights arranged and special bratwurst forks packed, because Spielwarenmesse is mere weeks away and it’s shaping up to be another huge event.

When I spoke to Florian a week or two into December, there were already a whopping 2,287 exhibitors registered for Spielwarenmesse 2025. The final figure at the 2024 show was 2,354, but Florian is confident this year’s iteration will either match or surpass it; with the doors not opening until 28th January there’s all to play for (and the final four weeks before last year’s fair saw more than 90 exhibitors – mostly co- or pavilion-exhibitors – join the line-up). Due to the show’s reputation and scale, there’s also a waiting list of companies eager to secure space in Halls 3, 4A and 12. These are either companies which are currently exhibiting in other halls, should their product range grant them the flexibility to move around the show, or non-exhibitors with their fingers crossed that a slot will one day open up.

In terms of international exhibitors, this year’s figure has already surpassed last’s: 82.3% of registered exhibitors are from outside Germany, up 1.1% versus Spielwarenmesse 2024 (81.2% from 68 countries). Booked

floorspace is also up by +1.5% versus 2024. At a time when the European Toy industry is trending down in the region of 3-4% (on average), Florian sees this as a significant win.

While most of the bigger exhibitors tend to keep their stands largely consistent in terms of footprint year to year, some stands are expanding sideways (where possible) –and others are going up. PMI Kids’ World has showcased in a two-storey stand for several years, and others are following suit. This year, both Jazwares and Spin Master are showcasing their ranges on two-storey stands, and Florian believes this is something we’ll see more of as the fair continues to evolve.

“This year, more exhibitors than ever before have been exploring whether a two-storey stand might work for them, especially where our existing hall layouts don’t allow for companies to expand their space outwards,” he explains. “Spin Master and Jazwares, for example, both have an upstairs element to their stands this year, giving them far more space to highlight their new products, as well as creating added theatre and excitement for visitors. These stands are both really going to look impressive within Hall 4A. Spin Master is showcasing Melissa & Doug on its stand this year, which means we’ve technically ‘lost’ the company’s original stand from Hall 6, but Jazwares simply

wanted (or needed) a lot more space. Adding a second storey to a stand is not the cheapest solution, but it’s a good sign that there are companies out there willing to invest.”

Spielwarenmesse eG recently outlined changes to space allocation at the Messezentrum Nürnberg. The School Articles, Stationery and Creative Design product group is moving to the directly adjacent Hall 2, and Hall 7 will now accommodate Sports, Leisure and Outdoor alongside Model Railways and Model Construction, as well as Services for Trade and Industry. The modern, light and airy multiple prize-winning Hall 3C, meanwhile, will now host the Baby and Infant Articles and Lifestyle Products categories. Making best use of this beautiful hall has required some rethinking of the show’s traditional layout, Florian explains; the corridor leading to it from Hall 1 used to be blocked by stands, but these have been moved. It’s now a straightforward walk from the main entrance to Hall 3C, via Hall 1, and you can also reach it from Halls 2 and 3.

“The corridor between Hall 1 and 3C is quite long and wide, so we’re using it as additional exhibition space,” adds Florian. “We’ve invited Hall 3C exhibitors to bring some of their key product ranges out and showcase them on either side of the in the walkway. Visitors entering the

Nuremberg

space will get a taste of what awaits them at the end of the corridor. To help guide visitors towards Hall 3C, we’re also placing large banners in Mitte and Hall 1 to point the way. As organiser of the show, Spielwarenmesse eG is obligated to ensure anyone exhibiting in a new location can be discovered easily and enjoy plenty of traffic to their stand.

Hall 3C really is beautiful; I was there for a ball recently. It’s spectacular.”

Hall 3C also benefits from an upstairs gallery, on which a café is located. For 2025, German teddy bear manufacturer Steiff is taking this over, turning the space into a themed area for picking up refreshments and networking with colleagues. Messezentrum Nürnberg is quite a traditional location for fairs, so exhibitors seeking new ways to stand out must be prepared to work with Spielwarenmesse eG a little outside the box.

Florian tells me that eight years ago or so, it became apparent that a large number of licensing companies were congregating at the restaurant in NCC West, between Halls 11 and 12, to do business with exhibitors. The team didn’t want to discourage any positive business activities, but was nonetheless keen to find a more suitable area for it to take place. These licensors weren’t interested in stands – which is why Florian and his team proposed the use of the screening room in NCC Mitte for presentations of their latest IP and associated licensed toys and games. Universal, Studio 100, Rainbow/Giochi Presiozi and, for the first time ever, Netflix, will all be hosting special presentations at the show. Licensors and licensees can also make use of the LicenseLounge in the foyer of Hall 12, where LicenseTalks (in association with BrandMate) will be taking place throughout the show.

Elsewhere, exhibitors in other halls are also looking for ways to expand their presence at Spielwarenmesse. Visitors to this year’s show can expect to see more displays and photo opportunities from the likes of Lego, Disney, Simba Dickie and Mattel. Some of the biggest toy companies in the industry present their embargoed or more sensitive ranges in closed stands that require pre-booked meetings and NDAs to access, to prevent their designs being copied or leaked. By bringing their brands out of these stands and making them more accessible to visitors in other areas of the exhibition centre, these companies are hoping to present themselves to more visitors than ever before.

ToyTrends returns this year, with a redesigned look and new central location in Eingang Mitte. The international TrendCommittee (on which sits Toy World’s very own

John Baulch), together with the Spielwarenmesse team, has identified two ToyTrends for the coming year: Anime & Friends and Healthy Heroes. The former will shine a light on the influence of anime and manga characters on pop culture and media, including TV, video games, merchandise and toys. Healthy Heroes, meanwhile, aims to strengthen children in both body and mind, bringing movement, mindfulness and healthy eating under one banner with products that encourage relaxation, meditation and physical activity. Both trends will be highlighted alongside inspiring products on individual themed ‘islands’.

Alongside toys for Kidults, a strong growth category going into the new year, and Toys Go Green (with its focus on sustainability, eco-friendly materials and toys that raise awareness of environmental and/or conservation issues), Sports, Leisure and Outdoor toys will become the focus of a new themed Special in 2025. To help spark conversation and facilitate decision making (and order placing), 500 metres squared of Hall 7A will be dedicated to the testing of ride-on vehicles, while a playing area will be set up for those who want to try their hand at ball sports and other outdoor games. To provide inspiration, the talented Chilli Pro Scooter Rider Team will also be performing breathtaking stunts on a custom/built halfpipe twice a

day, at 11am and 3pm. Florian stresses that these shows will be absolutely unmissable, so make sure you spare some time during your visit to go and check one out (even if you don’t fancy trying out any of the stunts at home).

In terms of other things to see and do, the popular Toy Business Forum has undergone a concept refresh in celebration of its 20th anniversary, with engaging talks and networking opportunities providing both education and entertainment. Mornings will see the new ToyPitch format (Tuesday 28th), live podcast recordings with captivating guests and the Exhibitors on Stage event, while a lunchtime ‘Networking Break’ each day invites visitors to eat while they network at one of the numerous food trucks located around the Toy Business Forum. From 1.30pm each day, new and interactive lecture formats headed by industry experts and top international speakers will engage those wanting to take home new learnings about this fast-paced and ever-evolving industry. There’s also ToyNight on 28th January and RedNight on 30th January. Both evening events will see exhibitors and visitors let their hair down as they celebrate the return of the fair and the start of a new trading year, with the challenging 2024 well and truly behind us.

“One of the biggest compliments we can be paid is the fact our exhibitors and visitors return to the show year after year, no matter how tough conditions might be,” Florian says, when asked how Spielwarenmesse continues to support the international Toy community, year after year. “The show consistently provides new ways to both present and discover the very best toys and games, as well as fresh ideas for making the most of things at retail. Spielwarenmesse also reminds people that we’re stronger together. Its timing, at the start of the year, means we should have enjoyed that Christmas boost and will all be feeling optimistic, refreshed and ready for the year ahead. When people leave Spielwarenmesse, they’re tired, but also energised and raring to go. We can’t wait to see everyone when we open the doors on 28th January.”

In this special standalone supplement, Toy World brings readers the latest information on the toys and games that will be showcased at Spielwarenmesse 2025, as well as amusing insight from a raft of industry figures about fairs gone by. Rachael, John Baulch and Mark Austin will also be representing Toy World at this year’s show; to book an appointment, please reach out via email.

Nuremberg

MAKES THE GAME

FLIP THE BOARD ON HOW YOU PLAY MONOPOLY, WITH MONOPOLY EXPANSIONS.

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Getting in the Spirit of Play

Exhibitors at Spielwarenmesse 2025 share memories of the show in years gone by, tell us what they love about the event and highlight which one product in their range they think will be a stand-out this year.

Sarah Winter - Overseas Sales manager, Cheatwell Games

I’ve been attending Nuremberg for 16 years now and I love everything about the show. It’s one of the first opportunities of the year to see your customers and friends from the industry and get a real sense of how the last year ended – as well as what lies ahead. My most lasting memory of Spielwarenmesse is from the first year I attended, in 2008. I was new to the toy industry, and it was my first ever trade show. I was not used to the pace of a show like Nuremberg, and certainly did not have the stamina needed. After eight long days in Nuremberg, burning the candle at both ends after my introduction to the Irish bar, I was absolutely exhausted when the time came to travel home. With a 6am flight home the day after the show ended, to make my life easier I stayed at the airport hotel the night before my flight. I was so relieved to have made it through the show and safely to the airport that I slept a little too well… and only just made the flight, after being chased through the airport by some very officious workers. I was last onto the plane, looking very disheveled, and everyone on board burst into a round of applause. Safe to say, I now always set at least two alarms after this embarrassing introduction to the toy industry. It would be hard to pick just one product to show at Nuremberg, but it would be between our hugely successful Cobble Hill Puzzles and our existing best-seller Tension. We’ve been selling Cobble Hill puzzles since 2005 and now sell them into over 30 countries. The brand has been a huge success for us. Tension, meanwhile, is fast and frustrating but fantastic fun for everyone. This game has been in our range for years and is still one of the best-selling games in the UK, as well as being successful internationally with our distributors. Tensions remains one of the games that attracts the most attention from buyers and consumers alike, wherever and whenever we showcase it.

Ohad Lederman - Director of International Sales, PMI Kid’s World

One of my fondest and funniest memories from Spielwarenmesse is from when Omer was promoted to be PMI’s new CEO during the fair. It was the perfect setting for such an important milestone, surrounded by the energy and excitement of one of the toy industry’s biggest events. Boaz, the company’s founder and chairman, gave me a unique role for the occasion: I was in charge of firing the confetti at the exact moment the announcement was made, with the keyword being “CEO.”

The hall was packed—buzzing in the best way— but so noisy I could barely hear anything. When the word finally came, I fired the confetti... and then it just kept firing! Confetti rained down endlessly, spreading everywhere, turning the serious announcement into a celebration. It was a truly memorable moment: a mix of laughter, pride and excitement shared with everyone at the fair who witnessed this special milestone for PMI.

Asking me which single brand I would showcase is like asking a father to choose his favorite child! All our brands are special in their own way, but if I did have to choose just one, it would be our new UFC collection. With the UFC being the fastest-growing sport in the world and the fourth most popular sport in the US, we are proud to introduce this unique collectible toy line to fans worldwide. This groundbreaking collection represents our expansion into a new age group, targeting kidults and teens while opening the door to an exciting, rapidly growing market.

Our journey at PMI began with the successful launch of Supergoal, a football toy line that resonated with sports enthusiasts. Now, we’re thrilled to expand into another sport we admire: MMA. The UFC line is designed for fans who want collectible toys that celebrate their passion for the sport, offering standout pieces to own and showcase. Spielwarenmesse is the ideal venue to spotlight this innovative step forward, reflecting our commitment to breaking new ground and delivering products fans will love.

Ray Carthy - Head of Sales, EXG Pro

I’ve been an exhibitor at Nürnberg Messe for 30 years, participating in trade fairs focused on both the Toy and Pet industries. One of my fondest recent memories of Spielwarenmesse is simply being surrounded by long-standing business partners and amazing colleagues, in a bustling hall filled with passionate visitors and the very best products our industry has to offer. Spielwarenmesse truly is one of my all-time favourite places.

If I was only allowed to showcase one single product range, than I’d have to go for our Original Cable Guy Phone Stand and Controller Holders. They’re iconic, fun and incredibly practical, making them a musthave item everyone wants one of – or even two, three or more.

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Chanda A. Bell - Co-founder and co-CEO, The Lumistella Company

One of my fondest memories from Spielwarenmesse goes back to when The Elf on the Shelf was just beginning to make its mark internationally. At the time, there were many sceptics who didn’t think our elf family tradition would work outside of the United States. They told us it simply wouldn’t resonate in other markets; that the idea of a Scout Elf sent directly from Santa Claus would never catch on globally. Fast forward to today, and we now have a presence in 26 countries worldwide.

The initial scepticism we faced really stands out to me because it exemplifies the many challenges we battled and all the risks we took. It’s a reminder that no matter how unlikely success may seem, passion, persistence and belief in the magic in your vision can make the impossible possible. Now, when I think about the global communities that celebrate not only the The Elf on the Shelf tradition every year but engage with all of the characters that exist in The Elf on the Shelf Santaverse, I feel an immense sense of pride and joy. It’s incredible to see how the magic has crossed borders, bringing people together from all walks of life in ways we could have never imagined.

In 2025, The Lumistella Company is celebrating The Elf on the Shelf’s 20th anniversary, so without a doubt, that would be the product line to showcase. Over the past two decades, The Elf on the Shelf has grown from a simple family tradition into a global phenomenon that has touched over 21m families. We’ve seen firsthand how the tradition of the Scout Elf has become a cherished part of so many families’ holiday celebrations, and for the 20th anniversary, we want to honour that legacy with fresh, new products and experiences while keeping the heart of The Elf on the Shelf magic alive. It will be a thrill to celebrate this milestone at Spielwarenmesse; it’s the perfect way to continue sharing the joy and wonder that has made The Elf on the Shelf a beloved tradition.

Grant Gie - VP International Sales and Business Development, Horizon Group USA

My fondest memory? This one is easy. I actually met my wife at the show. Well, we had met before (apparently), but this is where the ‘lightbulb’ moment happened. Hasbro had booked a table at Bratwursthäusle restaurant and there was an empty seat next to me, and then in walked Nikki Tompkins - destined to be Nikki Gie. Needless to say, this is the highlight of my Spielwarenmesse visits throughout the years. The restaurant in itself was very amusing. The menus only featured the numbers 6, 8, 10 or 12 (meaning how many sausages you wanted) with the option of either sauerkraut or potato salad on the side. I think it’s been updated since!

Which one range I would highlight is a much harder question, as there are so many impressive products at Horizon. Thinking back to my first week in the job, the one brand that blew me away was STMT. I thought at the time this stood for ‘Statement’ and was clever shorthand for the full word, speaking to Gen Z, turns out it stands for Simple Trendy Modern Touch. It’s a premium jewellery and lifestyle brand targeting 8–14-year-olds. The entire range is elevated for an audience that still wants a DIY experience in jewellery making but is looking for an aged-up execution that speaks to them.

The range has previously been stocked in the UK at Tesco and was at Costco this Christmas. JouéClub France is backing it for spring/summer 2025 and beyond. The range has previewed very positively so we look forward to expanding the distribution across the EMEA region in 2025. As well as jewellery, we have home décor and stationery items. Come and see the full range in all its glory at Spielwarenmesse 2025.

Sara Taylor - Senior vice president UK, France, Italy and Spain, MGA Entertainment

One of MGA’s most eventful moments at Spielwarenmesse happened on the first day of the show a few years ago. We had booked the Smyths Toys Senior Team in as the first appointment of the first day. We left the hotel in plenty of time, arms loaded with the visual line plans we’d spent hours meticulously preparing for Smyths. The atmosphere was tense to say the least, and the adrenaline was running high with the anticipation of spending the best part of the day with the buying team. We made it to the station in good time and boarded the U-Bahn heading towards the show. About halfway into the journey, the train simply stopped. It had broken down and was not going anywhere in a hurry. When it did finally start to move, a few of the team decided it was best to jump off, go up to street level and try to grab a taxi in an effort to get to the show on time. When we finally emerged above ground, we realised we were in the middle of absolutely nowhere - a sleepy little Bavarian village that was very much still in bed. Finding a taxi was clearly out of the question. So, we traipsed back down to the platform and waited anxiously for the next train to come along. All was not lost though; we arrived on stand 40 minutes late but so did Smyths… it turned out they’d been on the same train!

If we were to choose just one hero product to showcase at Spielwarenmesse 2025 it would have to be the Little Tikes Story Dream Machine. Little Tikes is an iconic heritage brand and Story Dream Machine is another innovative product which aligns strongly with MGA’s vision to educate and entertain children in a unique and fun way. The brand is proud to build upon its legacy of cross-generational play and helping enrich kids’ imaginations, and this portable projector is both an early reading tool and sleep solution, bringing story time to life for the whole family. The product is a first of its kind, and building on its success, we’re excited to showcase new licensed stories to add to the collection of classic fairytales, including Paw Patrol and Baby Shark.

Phil Cassidy - Managing director, Casdon

One of my fondest reflections is seeing how much we’ve grown and evolved year after year. From our rebrand in 2022 to the addition of exciting new licences annually, every show feels like a new chapter in our story. Every year brings something new, and 2025 is no different. In fact, this year we’ve doubled the size of our stand to make room for three fantastic new licences— our biggest space yet.

It’s amazing to think this all started with the business my grandad set up over 78 years ago. We’ve come a long way, and while it hasn’t always been easy, navigating challenging economic times, the buzz and feedback from buyers and visitors always make it worthwhile. For us, Spielwarenmesse is more than just a show—it’s where everything comes together, and every year we manage to raise the bar. It’s exciting to see how far we’ve come and even more exciting to think about what’s next.

While our heritage lines remain at the heart of what we do, 2025 is about embracing growth and innovation. That’s why this year, we’re launching three brand-new licences and even branching out into a new category too. It’s all about keeping things fresh, expanding our horizons and delivering something new for every generation of little learners. So, while we could spotlight a single range, the truth is, our success comes from moving forward and challenging ourselves to do more—and that’s exactly what Spielwarenmesse 2025 is all about.

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Chirag Shah - Chief operating officer, Hy Pro

For me, Spielwarenmesse is truly the place to be. It’s nothing short of magical, and I look forward to it every single year. Of course, the opportunity to connect with so many customers and showcase our products is the primary reason we’re here. But after attending for so many years, it’s become more than just a business event; it feels like reconnecting with old friends, visiting their showrooms and catching up. There’s a sense of community and camaraderie that makes it truly special. Spielwarenmesse is the beating heart of the toy industry, and we are incredibly proud to be part of it

If I could only showcase one product line at Spielwarenmesse 2025, it would undoubtedly be the Zinc Stroller Trike. Last year, following the 3-in-1 Scooter launch, it became clear that our customers were eager to see us expand into this pre-school mobility space, thanks to the trust and enthusiasm we’ve built with our success across Zinc and Flyte. This encouragement inspired us to take the leap and deliver a product designed to exceed expectations. The result is the Zinc 7-in-1 Trike, a versatile and feature-rich product that evolves alongside children, offering seven adaptable stages to suit ages 10 months to six years. We welcome visitors to come along and see it for themselves in Hall 7A, Stand D18.

Alison Downie - Brand and Licensing director, HTI Toys

Over the years, Spielwarenmesse has been a treasure trove of memories, but what stands out most to me is the camaraderie. The ability to connect with colleagues from around the globe, all sharing the same passion and vision for creating joy for children, is truly inspiring. There's something magical about being part of a collective effort to innovate, delight and engage.

As for the funniest memory, well, that’s a story I’ll never forget. Early in my visits to the show, someone kindly suggested a phrase to use with taxi drivers, assuring me it was a friendly way to end a ride. With full confidence, I cheerfully said: “Behalte das Kleingeld, du dreckiges Tier” – only to later discover it translated to “Keep the change, you dirty animal.” Needless to say, I learned the value of double-checking translations that day, and the laughter it brought still echoes every time I think about it.

If I had to spotlight just one product line at Spielwarenmesse 2025, it would undoubtedly be Robo Wreckerz. This line embodies innovation, creativity and the power of play to captivate young minds. The imaginative design and engaging play patterns of Robo Wreckerz are truly something special. These products invite children into a world of endless possibilities, where problem-solving, creativity and fun intersect.

Robo Wreckerz has the kind of magnetic appeal that not only keeps children engaged for hours, but also inspires parents and caregivers to join in the fun. It’s more than just a product line; it’s a spark for imagination and connection. That’s what makes it the perfect choice to showcase how our industry is constantly reinventing the ways we bring joy to families worldwide.

Sam Chung - Sales manager, Chengzhen International

I started attending Spielwarenmesse in 2010, and I have many memories from this fair – some nice and some not so nice. My fondest memory of Spielwarenmesse is being able to meet customers face-to-face, especially those who seldom visit Hong Kong or China, so I can only meet them in Nuremberg.

I remember about six years ago, when I was still working at a previous company, we didn't have our own stand, so I went to Nuremberg to visit a US customer. At that time, I had just started working with them, and sales weren't high. However, they were very generous. My customer's wife did not attend, but she very kindly bought me a luxury branded wallet as a gift. Spielwarenmesse is not just about business, but also about building relationships with customers.

If I could showcase only one item at the upcoming Spielwarenmesse, I would introduce our 2023 McLaren F1 Die-Cast Race Car. We have it in both 1/24 and 1/43 scales. It is officially licensed, and the graphics on the product are nearly 100% identical to the real car, making it completely authentic. Moreover, the 1/43 model features a pull-back function, making it a perfect item for children or collectors.

Simon Tomlinson - Managing director, Learning

Resources Toys

My fondest Spielwarenmesse memory has to be from last year, when Learning Resources received its award for exhibiting at Spielwarenmesse for 30 years. It was great to see UK founder Dennis Blackmore and CEO Rick Woldenberg receive this award and to reflect on how much our company, brands and product range have grown over the years. Our stand has significantly grown in size too. Cooper the STEM Robot would be my choice of toy to showcase. Over the years, Learning Resources has been at the forefront of STEM and coding robots, winning multiple awards across our product range. Cooper is the latest to join the line-up, and children are going to love him. He’s easy to code using the four directional buttons and because the robots can communicate between themselves, children can even code multiple Cooper robots, solve collaborative STEM challenges and build their teamwork skills along the way. We expect Cooper to be a big hit in 2025.

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Mary Wood - Managing director, Tomy

When I worked with HTI – a very cost-focused company - we had to use the minimal number of waste bins at Nuremberg. That meant, during set up, getting into the big bins and trampling down the cardboard to force as much in as possible. What I hadn’t thought about how to get out and I was stuck in one for nearly half an hour waiting for a colleague to come and rescue me. Not the most glamorous moment for the then Marketing director, but a funny one with the benefit of hindsight!

If I could only showcase one single product line at Spielwarenmesse 2025, it would have to be Doteki, a product that is bringing innovation to the battling system space and will launch in autumn/winter 2025. Feedback at every single preview has been exceptional and we will be looking to secure the six items within the launch range in all key retailers – as well as windows, end caps and catalogues. It’s a high cost to enter this market segment, but we have the right level of investment and the right type of activity planned to grab the interest of the primary target market of boys aged 6-9. We can’t wait to present this at Nuremberg.

Jenny Leung - Founder, Smart Zone

Although I had been in the toy business with Smart Zone for several years, my first visit to Spielwarenmesse took place in 2020. Upon arriving on the opening day, I was amazed at the incredible size of the fair and the dizzying display of hundreds and thousands of toys and related products. I kept wondering how I was I ever going to be able to see it all. I was truly overwhelmed.

Smart Zone is not in the toy train business, but I had an opportunity to visit the Train Hall. What I found fascinating was the incredible detail of the train layouts and dioramas. I marvelled at the skilled artisans fabricating tiny trees and other landscaping elements to bring amazing realism to huge train layouts.

Smart Zone is well-known for its Mighty Wheels line of steel and plastic toy construction vehicles. We have expanded the range in 2025 by introducing the new Mighty Rally line of soda can-themed vehicle launchers, which would be my top pick to spotlight at the show. It’s a unique combination of a fun product and clever packaging.

Chris Burt - Head of Design, Bladez Toyz

My first Spielwarenmesse would have been in the late 90s - when it was always snowy - not like the t-shirt weather we had last year. I remember bursting into the bar at the Maritim like a snowman once after walking there in a blizzard. It's always good to run into people, usually in O'Sheas or on the station platform – I love taking the U-Bahn every day and becoming a German commuter for a week or so. Doing the full thing from set-up through to the bitter end has been a new experience with Bladez (as opposed to parachuting in for a day or two in previous lives) and I've got some great memories of finding things hilarious in the way that only happens when you've been sleeping three hours a night. I’m looking forward to being there again, especially as it's been an extremely tough year, and seeing everything we've worked on together all in one place is always a buzz. Picking one single new item out of our whole portfolio is almost impossible, but I'm most looking forward to seeing prototypes of our Mojo Swoptops My First R/C – if we can get it finished in time.

Andy Oddie - Chief commercial officer, Funko

My first Spielwarenmesse was in 2001, and one of the lasting memories was not realising how cold it was. We also failed to organise accommodation in time and had to coach in from 40 miles away!

The toy industry has altered quite considerably since then. Social media and its effects on the way we market product has been the biggest single change, in my opinion.

If I could choose one single range to showcase at this year’s Spielwarenmesse it would be Bitty Pop! and the numerous line extensions which we are excited to introduce in 2025.

Philip James - International Sales director, Plum Play

After 17 years, Spielwarenmesse is still an event that I look forward to at the traditional end of the madness that is the January Toy fairs. After the long days in Hong Kong, to the familiarity of London, Nuremberg always gives you a truly global view of the industry.

From a weather perspective, it has never been the warmest of shows. One year, it was a guessing game as to how low the temperature would be on the hire car each morning - I seem to remember that -29 Celsius was the winner! However, the industry has always managed to stay warm, with frequent visits to whichever Irish bar had capacity.

If I could only showcase one single product line, it would be the Plum Wildebeest Wooden Playcentre. At over 9m long and nearly 4m tall, it would be one of, if not the largest, toy at the fair. It encompasses everything about Plum: quality, innovation, fun and safety. I am not exactly sure where we would display it, but it would be fun trying to get it onto the stand!

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Tiger Yang - Commercial director, Doubleeagle

My fondest memory of Spielwarenmesse is watching industry professionals, buyers and manufacturers turn into kids at heart while testing out innovative toys. It’s a reminder that even in B2B, we’re all here because we love the magic of play.

If I could only showcase one product line, it would be our CaDA 1/8 Scale Supercars. These models are a masterpiece of engineering and creativity. They perfectly blend playability, technical challenge and display-worthy design. Showcasing them would highlight our commitment to innovation and quality in the hobbyist market.

Peter ThomsonInternational sales director, Make It Real

I’ve got too many happy and amusing memories of Spielwarenmesse to even begin to think about picking just one, but I also have many not-so-happy memories of carrying armfuls of toys through deep snow to get to Spielwarenmesse. The things we do for our industry!

Swift Clicks is definitely the range I’d choose to showcase. Our brand-new Swift Clicks Heishi Bracelet Maker is a total game-changer in bracelet making, transforming an evergreen play pattern by simplifying and expediting the bracelet making process. Bracelet making continues to dominate as an on-trend trend tween activity, and Swift Clicks truly takes it to new heights. It’s always great for our retailers to see how we’re creating new products that increase kids’ passion for what is already a top performing craft.

Richard NorthPresident, Wow! Stuff

My funniest memory is a little embarrassing! About 10 years ago I was with my Wow! Stuff colleagues and one of our retail customers for dinner at a restaurant. A few beers had been consumed and the customer took my phone, pretending he’d like to offer some best practice advice on my email signature. He then wrote a very rude reply to an email I’d received from another customer, as a joke, and showed it to me - with no intention whatsoever of actually sending it.

Unfortunately, on returning to our table from the bar, my co-founder Kenny McAndrew said angrily: “You know the rules - no phones at dinner!” and prodded my phone’s screen as I was reading the rude email. You can guess what happened - Kenny’s prodding actually pressed the send button. I quickly apologised to the customer and tried to explain what had happened, but I never heard from them again... whoops.

And as for the line I’d most love to showcase, it obviously has to be one of our new Puppetronics launches. There are five to choose from, but which one would I pick? I’m under NDA. Sorry. Come and see us at the show and find out.

James Connolly - Director, Mojo Fun

At our very first Spielwarenmesse, in 2012, we had a 12-meter booth next to enormous doors that led outside. Back in those days many more people smoked, so we were constantly being blasted by a freezing gale as people came in and out to get their fix. The fair was enjoyable and busy, but it took us two months to get over the colds and flu that inevitably followed. We didn’t repeat the mistake the following year.

It’s easy to pick a standout range; without doubt, it’s our new Enthusiast line of Garden Birds and Koi Carp. These represent so much more than another range of products. They’re about broadening the appeal of the figurine category to a whole new audience of adults, collectors and enthusiasts. This enables existing retail stockists to attract a much wider demographic and also enables retailers such as garden centres, pet stores and visitor attractions to take advantage of the opportunity the ranges present. We’re hoping Garden Birds and Koi Carp will invigorate and redefine the appeal of the whole figurine category - and it should also put a smile on people’s faces along the way.

David Kelly

- VP Sales & Marketing, Skillmatics

I’ve got so many fond memories of Spielwarenmesse from over the years, but here’s a particular favourite. A few years ago, I was with our Korean owner. He’d asked my opinion on another company's products, so I went and had a look. The staff on the stand were lovely and the product in question was quite cool. Anyway, I fed all this back to our owner, and we carried on with our day.

Later that evening,

I’d booked a table for about 15 members of staff in a lovely Italian restaurant but was asked to try and add on another two guests. When we arrived that night, I was surprised to see the extra guests were the two people from the stand I had visited earlier. I asked how they were, and they replied: “Yeah, really good Dave - after your chat with your Korean owner he came and bought our company. Cheers!”

My top line to showcase would be our Foil Fun range. It’s such a brilliant mess-free arts & crafts product and it has scooped so many awards. The sets are jam packed with content, enabling kids to be creative for hours and hours. We've recently been running some demo days using Foil Fun and the results have been outstanding.

Touching Base

Felipe Noriega - Vice president & regional directorEurope, Middle East & Africa, YuMe Toys Toys

Years ago, a colleague (who shall remain anonymous) forgot to apply deodorant the first day of the fair, surely because they were so excited about it being the first day. No one else had any with them and our packed agenda meant popping out of the exhibition centre to buy some was completely out of the question. Instead, they spent the entire day sprinting back and forth to the bathroom to perform ad-hoc ‘freshen-ups’ every hour or so while somehow managing to keep a resolute straight face. The whole thing was rather amusing.

Our brand-new Hello Kitty 2025 range would definitely be my choice to highlight. We’ve managed to create an even more exciting assortment than last year, with more features such as light-up functions and even cuter outfits we think fans will love. This colourful range will stop visitors in their tracks as they walk past our stand.

Ray Wood - Chief Research & Development officer, Commotion Distribution

Back in 2022, we took the bold step of introducing Humphrey the Elephant, our travelling mascot. This was first for us at Commotion, so naturally we were apprehensive. We needn’t have worried: Humphrey was immaculately behaved and very well received. Towards the end of last year’s show, our regular performer went lame, leaving us bereft of our new mascot. “I’ll give it a go,” I said, jumping into Humphrey’s giant boots and climbing into the costume, immediately thinking: What the hell have I let myself in for?

These suits are heavy and with my arms trapped inside, I knew that losing my balance would see me rolling down the aisle like an upended water barrel. A quick lap of Hall 12 helped me get up to speed, so off we went to the other halls to promote our Tickit brand and hand out goodies. I developed newfound respect for the people who normally drive these mascots. They manage to spend the whole day waving, posing for the camera and looking like they’re in full control. All I was thinking was: “This is hard work, I’m getting hot. I need to get outside for a refreshing blast of cool Nuremberg air.” All in all, it was a great experience. The reaction was overwhelmingly positive and it was so fun, which really sums up the spirit of Spielwarenmesse. This is something that will live long in the memory – which is quite appropriate for an elephant.

This year it’s all about our innovative superlight Whizz Balance Bike, with its non-rust nylon composite frame, puncture-proof tyres and 3-year warranty. This is the product I would highlight –it’s a fantastic product for physical development, independence, resilience and sociability.

Gary Wadhwani - Director, Craft Buddy

We’ve experienced a lot of electrifying moments at Spielwarenmesse and met so many huge global retailers and distributors over the years. Of course, it hasn’t always resulted in business, but enough of it has to make me very, very excited to be exhibiting again in 2025. I suppose my fondest memory is meeting our very first international distributor from the Netherlands back in 2018. Our international business has grown hugely since then, but we learnt so much about distribution by working with this company and it set us off down a hugely rewarding road.

My top pick to showcase is Crystal Art Buddies. They’re cute, fun, collectible and addictive to make, and they’ve been one of our perennial hero lines, winning multiple awards, since we launched them in 2022. Buddies are now in toy chains, supermarkets, stationers, craft shops and garden centres around the country; if you’re not yet stocking them, get in touch.

Shaun Dubberley - Global Sales director, Hornby Hobbies

Last year was my first Spielwarenmesse with Hornby Hobbies, and it was a great experience seeing the event from a completely fresh perspective. I’ve attended the show many times before, but joining Hornby meant representing a completely different side of the industry—focusing on hobbies, nostalgia and craftsmanship rather than toys alone. Spielwarenmesse has such a unique energyyou meet people from all over the world who genuinely share your passion for the products.

If I could only show one product It would be the Scalextric Fast & Furious set. It’s amazing to think that the Fast & Furious franchise has captivated audiences for over two decades now, and its ever-growing global appeal and ability to resonate with such a wide audience align perfectly with Scalextric’s goals of delivering excitement, competition and sense of nostalgia. Our take on the Fast & Furious films brings two iconic names together to offer a truly immersive racing experience, whether you're a die-hard fan of the movies or simply love the thrill of high-speed head-to-head action.

Touching Base

Andrea John - Managing director, John Toys

My first toy fair in Nuremberg was in 1996 – 29 years ago. My best memories are of the conversations my father had with customers and partners, and I was delighted to be there. He was proud that his second daughter had now joined the company, and I was overwhelmed and fascinated that my father knew literally everyone in the industry, as John GmbH had already been exhibiting for over 40 years at that time.

If I could only show one item at Spielwarenmesse 2025 fair, there is no question that I would choose our beautiful 9" ball; our own production made in Germany. Playballs are our heart and soul.

Michael ValentaPresident, Magna-Tiles

Spielwarenmesse is always one of the best times of the year for us, it feels less like a trade show and more like a big reunion. Some of my favourite memories come from just hanging out with our global partners—distributors, retailers and colleagues. As the company has grown, this event has become even more special. It’s one of the few times we get to meet face-to-face with teammates from our offices in Hong Kong and Denmark. There’s something about sitting down together, sharing ideas (and laughs), and hearing firsthand how people are experiencing the brand in their corners of the world.

One thing I’ll never forget is seeing first-time attendees light up as they discovered what Magna-Tiles is all about. Those kinds of conversations remind me how much joy and creativity toys bring into people’s lives. Spielwarenmesse isn’t just about business for us—it’s about making connections and feeling part of something bigger. Every year, it leaves us inspired and excited for what’s ahead.

If I had to pick just one line to showcase at this year’s Spielwarenmesse, it would be our new MicroMags. These tiny magnetic tiles, at a quarter of the size of our classic sets, pack all the creativity and fun expected from Magna-Tiles. They’re fully compatible with our standard tiles, so they can be used to add intricate details to larger builds or be enjoyed on their own.

David MordecaiManaging director, One For Fun

For some reason, one of my most memorable Spielwarenmesse moments was going go karting. This was back in the 90s at some point, and to be honest I couldn’t even tell you where we went to do it (or who I was with): it was one of those great post-fair drinks ideas... Go karting fed into my love of Formula One and motorsports so it was quite competitive, though I did end up breaking a rib. Funnily enough, I didn’t feel much at the time.

This year, the line I love the most is Microfidgetz 2, the extension of last year’s successful launch. It’s got everything: real mini products that can actually be played with, the suspense and surprise unboxing of mystery bags, collectability, and it’s all our own design and our own tooling. Microfidgetz 2 is a great product and well worth a look when you’re at the show.

Gareth EdwardsCEO, Far Place Games

We have decided to exhibit at Spielwarenmesse for the first time as we now have eight different products with localisation agreed for a number of countries. It feels like the right time to bring these and other new products to the toy industry, and Nuremberg is the place to be for this. Our localisation partner, MOB Vanguard, will be there, but people can see our full range of games and talk to the inventor (me) about them. I can also answer questions about bespoke game commissions and IP queries.

We have some new games to showcase, including our first game for ages 4+, Best Spot In The House, as well as Tile Wars and Clean the Castle to launch in January.

I hope people will come and see the range and recognise the success of the games we have brought to market so far, and like the fact that we are a charity producing the games. I hope to make lots of new contacts and hopefully take more of our games to more markets worldwide, ultimately helping us to help more animals through our own rescue and international grants programme.

If I had to choose one game to showcase for Nuremberg, it would be our new family game, Best Spot In The House, due to its stunning new artwork and style that gels with so many other great family games in Europe.

Toys2market

www.toys2market.com |

Small Foot - Hall 3, Stands C-30, D-31

Bontempi – Hall 6, Stand C-41

Multiprint – Hall 4, Stand C-39

Toys2market is looking forward to its busiest year ever in Nuremberg, where it will be presenting new product ranges from Small Foot, Bontempi and Multiprint to its customers. Toys2market partnered with German wooden toy brand Small Foot on UK distribution in spring 2024 and saw huge interest in its beautiful Nursery, Toy and Gift lines last year. The Small Foot range is full of unique, environmentally friendly and sustainable toys with high play value and modern designs. The range spans categories such as Infant, Learning, RolePlay and Outdoor, and both companies are looking forward to seeing brand awareness grow throughout 2025.

Small Foot’s wonderful selection of baby and infant toys has been designed to inspire play. The range, which offers everything from motor activity and rattles to stacking towers and building blocks, is available in designs and themes such as Seaside, Ocean, Arctic, Safari and Dinosaur. The new Fire Brigade Baby Walker is a new addition to the line-up. Little ones can also enjoy new wooden push-alongs, with a penguin and duck version now available. One of Small Foot’s best-sellers is Wooden Alphabet Letters. Featuring train locomotives and wagons, these connect together to form a child’s name. Display cases are available to assist with merchandising, and a new theme for 2025 is Polar.

Within the world of role-play, Small Foot offers an impressive range of play kitchens and beautifully crafted utensils and accessories to choose from. Themes include Tasty and Fresh in both kitchen and shopping play, while popular toys include choppable food play sets, a cupcake display tray, ice cream counter and a waffle maker. Budding builders can also get to work with a variety of work benches and tool sets, plus there are award-winning backpacks for aspiring doctors and firefighters filled with realistic emergency accessories.

Perfect for young animal lovers, the Rabbit Hutch Play Set with cute bunny plush will be a highlight for the coming year. The set encourages children to look after their pets with its nurturing play pattern. New cat and dog soft toys with carry bag and care set accessories are also available. The Small Foot Laptop With Magnet Board is another popular toy, as is the Build and Play Cardboard Playhouse, which invites children to paint and decorate their house however they wish.

To book an appointment, contact Sabrina Hayhoe on the email above or call 07826 844 824.

Commotion

Hall 12, Stand A-04-6

In 2025, Commotion is poised for growth, having invested in expanding its Sales, Marketing and Product Development teams to ensure a continued supply of new and innovative products for its growing education and retail markets. 2025 will also see the launch of Commotion’s new website. With the company’s diverse trade customer base at its heart, the website provides a streamlined browsing, content acquisition and purchasing experience.

Commotion has also been working on the development of new retail packaging for the Tickit retail range. The business has become FSC-certified, prompted by the increasing demand from discerning retailers looking to offer sustainably sourced wooden toys. All FSC-certified wood products in Commotion’s distribution range now benefit from a demonstrable chain of custody, proving the wood comes from responsibly managed forests and has been harvested to benefit communities, wildlife and the environment.

Commotion’s extended exhibition space will reveal fresh new branding and has been carefully designed to showcase more of its distribution ranges than ever before, with several new launches to look out for.

The Tickit Whizz Balance Bike is a tough, super lightweight, no-nonsense learner bike for kids aged two years and over. With its adjustable seat height, puncture-proof tyres and rust-proof nylon frame, this has been rigorously tested for repeated use in the most demanding circumstances and comes with a three-year warranty.

Also new from Q1 will be the appealing SiliSoft range from Tickit. Made with superior quality, food safe silicone, the selection has three attractive colour variations and includes baby teethers and rattles, puzzles and stacking toys, and imaginative play and bathtime toys.

Bontempi, which Toys2market also distributes, continues to thrive in the UK. Buyers are welcome to visit the stand at Spielwarenmesse to discover what’s new in digital keyboards, microphones and instruments for musicians of all ages. The Tech collection is also offering a wide range of wireless speakers that are now available to order in the UK.

Buyers looking for children’s stationery inspiration, meanwhile, are also invited to join the team on the Multiprint stand to take a look at the latest licensed colouring and stamp sets based on properties such as Paw Patrol, Bluey, Gabby’s Dollhouse, Stitch, Moana 2 and Spider-Man.

Other new additions for the Tickit brand include stunning Kaleidoscope Blocks, perfect for adding colour and interest to wooden construction activities; Wooden Lacing Jewels for engaging, imaginative play and a new set of Wooden Story Tiles featuring detailed, photo-realistic images to inspire story-telling during language development activities.

Some of Tickit’s most popular signature lines have also been extended this year, to include additional models of its best-selling illuminating Sensory Mood Tables, great value additions to the Translucent Colour Play range, new wooden Animal and Bird Blocks featuring real photography, an Easy Hold Kaleidoscope, new colour changing Light Panels – updated with innovative new technology - semi-translucent Play Mats which look stunning on light panels, a beautiful Gem Circle Mirror Tray, and a jumbo Wooden Building Gem Block set. PolarB will be displayed for the first time on the 2025 stand. Introduced to Commotion’s distribution channels earlier this year, this Viga-owned range has been well received as it allows buyers to access smaller MOQs than when buying direct from Viga. The selection Commotion offers includes toys for role-play, small world play, construction and activity centres. All products are designed with one eye on integrity and flair, the other on providing genuine educational value.

Nuremberg Zuru

Hall 12.2, Stands P-16, P-19 and P-22

A year since unveiling its permanent exhibition stands in Hall 12.2, Zuru will unveil newness across major brands and seasonal ranges alike, while presenting long-term growth plans for new lines and recent acquisitions.

For Mini Brands, the No. 1 most-liked collectible brand on TikTok, major launches for the year ahead include the upcoming Mini Brands Kawaii, which embraces the popular Japanese principles of cuteness, nostalgia and positivity. Complete with intricate detailing and a host of new and inspirational licence partners, the line adds to the brand’s ever-expanding appeal amongst collectors of all ages and interests.

Max Premium ‘constructible collectibles’ offer a superior build experience for older children aged eight and over, including teens, kidults and collectors. With up to 233 themed miniature brick pieces included in each build, Max Premium launches with five collectible lines - Garden, Flowers, Rose, Retro and Snackseach of which includes an assortment of premium models to create and collect.

New Fugglers on display include Love Fuggs, Gold Fuggs, Licensed Fuggs, and Fuggs with Vacay Vibes. Expanding the overall offering with a sub-£5 purchase option, the Baby Fuggs and Key Ring Fugg Buddies will also be unveiled during the show.

Top-performing Snackles, character plush combined with favourite snacks, will launch 10 new combinations during the spring/summer period alongside a mid-sized 8” collection that further expands the Snackles universe. A limited-edition drop of licensed characters will also be introduced at the show, alongside non-licensed micro seasonal themed collections. Both are firsts for the brand as the range continues to grow and evolve.

XShot presents new additions to its popular Insanity modular range: the Motorized Clip Blaster and a new, glow-in-the-dark look for its Hyper Gel collection, the Glow Hyper Gel. Fans can expect to see more level-up accessories while new licences join the best-selling XShot Skins dart blasters. Seasonal introductions include fully motorised XShot Motor Soakers, alongside continued innovation within the company’s Bunch O Balloons ranges.

With Pets Alive lines such as 2024 DreamToy Mama Duck & Baby Surprise proving best-sellers, Zuru unveils new, highly accessible and value-driven collections. The interactive Mama Bunny & Baby Bunny Surprise comes complete with sounds and baby bunnies, and the collectible Furmaids are packaged in interactive capsules for instant on-shelf theatre. Both are joined by the pocket-money Swimming Axolotls. Youth Electronics remains a key category pillar for the business: new Robo Alive lines combine technology, theatre and value for money in the form of hero SKUs Dino DNA and the fully articulated Cobra.

Zuru is underlining its plans to build out Eggzania as a sub-brand within its award-winning Rainbocorns themed plush portfolio. Following huge success for the Eggzania tactile plush lines, which offer extended play potential, surprise unboxing and high perceived value, a new pocket-money-priced Eggzania Baby Mania Surprise Egg will be unveiled for the Q1 period.

Evergreen boys’ collectible IP Smashers also debuts its new surprise collectibles unboxing experience with the Smashers Dino Egg Hunt, complete with interactive features and impactful try-me packaging.

Blokees

Hall 4, Stand B-11

Blokees’ global mission is to pass on the fun of building, specialising in creating highly detailed, fully articulated, delicate model kit figures with different sizes suitable for all age groups. Blokees collectible, snap-fix models are based on licensed properties, working with brands like Hasbro, Disney, Pokémon, Transformers, Hello Kitty and Minions.

Following on from the mid-year launch last year, Blokees will continue to support the continued development of Transformers with range extensions and new segments, starting with its popular Galaxy Version. Galaxy Version Five saw the introduction of the movie-inspired Transformers One. 2025 begins with the launch of Version Six - Parallel Universe. The more detailed Classic Class starts the year with the introduction of Bumblebee and Starscream, each with exclusive weapons and accessories, along with 20 moveable joints which allow for character-like action poses. Action Edition are the most detailed and largest Transformers launched with Optimus Prime. New for this year is Megatron, along with his throne which can also be used as a mobile phone holder.

2025 will also see Blokees smallest ever Transformers figures standing at 5.5cm – Defender Version. These pocket money Defender Versions retain the same attention to detail, exclusive weapons and 14 moveable joints for action poses. Launching this month, Series One Galaxy Shining includes eight figures and four signature vehicles, each with around 6-23 parts. Further releases are planned for each quarter to inspire collectability.

In addition to Transformers, Blokees will be launching ranges for Minions, Sesame Street and Ultraman with more licences to be announced later in the year.

Nuremberg

Cheatwell Games

023 9252 4098

www.cheatwell.com

www.outsetmedia.com

sarah@outsetmedia.com

Hall 10, Stand C-28

In Cheatwell Games and Outset Media’s new party game To Do or To Don’t, the goal is to be the first player to clear the To Do list, but there’s a twist: some of those tasks might be fibs. Rolling the die reveals the tasks, with players using their best bluffing skills to get ahead. If they get caught fibbing, they’ll have even more tasks to tackle.

There’s a high-stakes blend of knitting and martial arts with the new card game Karate Grannies. Players collect Granny’s favourite items - knitting, slippers, teapots, flowers and cookies - by outsmarting their opponents or unleashing the power of the Karate Granny as they attempt to outwit, outplay and out-karate the competition.

In the trivia space, Cheatwell and Outset offer a wide range of quiz games covering many popular categories. New for 2025 are Horror, Movie and Christmas Trivia editions.

Following on from the success of Spot The Intro, Cheatwell’s top tune-guessing game, the company will be launching two new editions in 2025: Spot The Intro 80s and Spot The Intro 90s. Making use of players’ preferred music streaming providers, Spot The Intro challenges music fans to name tip-of the-tongue tunes from just a snippet of a song.

Die Laughing asks players to step into a darkly hilarious world where twisted humour collides with frantic fun. As the Grim Reader, they’ll tackle tongue-twisting epitaphs that could leave them tripping over their own words, while Diggers scramble to find the matching Body from the Coffin Cards. With every laugh-out-loud twist and turn, Die Laughing mixes dark humour with high-stakes competition.

Each title in Cheatwell’s IQ Buster Card Collection is a great mental workout. Featuring everything from logic puzzles to number crunchers, each pack contains a brain-baffling set of conundrums. The IQ Buster Card Collection is available in solids or in a display of 24 units. Adding the Magic Square Tile Puzzles offers a mind-bending batch of perplexing puzzles.

The Cobble Hill range of jigsaws continues to gain popularity with international customers. In line with this, Cheatwell is adding another 43 new titles to the range for its distribution partners in 2025. These high-quality jigsaws feature fabulous images, blue-board puzzle pieces and sturdy puzzles boxes with linen print finishes. Roll-away mats, sorting trays, glues and other puzzle paraphernalia are also available.

Six new images have been added to the popular World’s Smallest Jigsaws range. Each puzzle comprises 1,000 pieces but is just A3 in size, making them both highly challenging and hugely collectible.

Cheatwell and Outset have reduced box sizes and removed single use plastics as they continue their efforts to drive down their carbon footprint.

This year at Nuremberg, Funrise will be showcasing a host of new developments.

Funrise has experienced great success from the launch of its new concept, Furlings, in the UK. Furlings made its debut this past September with a robust marketing plan that was comprised of influencers, YouTube pre-roll, Disney Plus streaming and a massive out-of-home nationwide campaign. Each Furlings has over 80 interactive features and the body of each character is fully plush, enabling children to cuddle and hug their Furling. Funrise will unveil a new extension to the brand at a lower price point in Nuremberg, which the company believes will offer a complementary solution for retail partners.

In the UK market, Fart Ninjas continues to perform well and ranks high in the best-selling action figure item reports, falling within the top 20 list from Circana. Funrise will showcase new characters and styles for 2025. Fart Ninjas is a successful impulse collectible brand that the company believes can be offered across Europe. Fart Ninjas include motion activation that makes fart noises and creates hilarity.

Funrise is a top supplier in the vehicle super category, with CAT products a key driver behind the company’s growth. Funrise will be showcasing an all-new extension within its Cat range, which will be supported by AV media.

This past spring/summer season, Funrise invested in a live TV broadcast football LED campaign for its Gazillion brand in the UK. This led to strong sales momentum and continued investment, building the Gazillion brand in the UK and Europe. There will be a selection of new, low price point additions on display during Nuremberg, to further extend the range of best-selling bubble items.

Nuremberg

design at affordable prices. Character design takes place in-house, with the help of highly experienced illustrators and 3D designers.

Diramix sales@diramix.com

Hall 5, Stand D-67

Founded in 2013, Diramix has built a reputation for its collectible products for Italian newsstands. Over the past decade, the company has acquired a leading position in the Italian market thanks to the success of both its own brands and its licensed products. Over the last five years, Diramix has also expanded globally thanks to MonsterFlex, a line of stretchable characters now distributed in over 35 countries worldwide.

MonsterFlex was created to bring children's favourite monsters into every home, offering a unique and eye-catching

MonsterFlex characters stimulate kids’ imaginations, encouraging them to create stories while playing either alone or with others. The brand’s success has allowed MonsterFlex to reach its sixth series, Wild MonsterFlex, which joins Dino, Aqua and Combat, as well as Mini and Maxi versions. Wild MonsterFlex introduces 14 stretchable jungle animals, ready to do battle.

This year will usher in a new era of MonsterFlex. A number of brand-new lines will be launched while the existing ones, including evergreen properties such as DC Super Heroes and Dragon Ball, will undergo a major restyling. The six Justice League heroes of DC MonsterFlex will become super-realistic: Batman, Superman, Wonder Woman, Aquaman, The Flash and Cyborg. With refreshed packaging and a new Superman movie coming to theatres in July 2025, this line offers retailers an unmissable opportunity to capitalise on DC’s passionate fandom.

Following the launch of Dragon Ball Daima, autumn 2024 witnessed interest in Dragon Ball products spike globally. Diramix is developing a new line of 10 characters from Dragon Ball Super under the supervision of Toei Animation and Shueisha, bringing the highest level of detail to Goku and Vegeta as well as other iconic characters such as Gohan, Future Trunks, Vegeku and Frieza.

During the past year, Diramix’s team has also worked hard to bring Stumble Guys products to fans all over the world, alongside card and sticker collections for the Italian market, 3D mini figures (four different series comprising 26 models each) and MonsterFlex stretchable characters. Series 4 of the 3D mini figures is now being shipped to key markets and Series 5 is in production. Stumble Guys MonsterFlex are distributed in over 30 countries, with most markets re-ordering the product. The new series, featuring 14 new stretchable Stumblers, is now ready to bring fun and excitement to fans of the videogame.

The newest additions to Diramix’s portfolio also hail from the world of video games; Sonic Prime MonsterFlex is now available for APAC, Europe and the Middle East, while Brawl Stars and Clash Royale MonsterFlex will be available worldwide. Currently under development, the Brawl Stars range features 12 of the muscular, fun characters from the videogame, selected with the help of Supercell and now super-stretchy following their MonsterFlex transformation.

Diramix aims to provide complete, cutting-edge product lines that meet the demands of different consumer demographics, allowing clients and distributors worldwide to increase their sales.

Doubleeagle Industry (China)

Hall 4, Stand F-05

Doubleeagle Industry is set to make an impact at the 2025 Nuremberg Toy Fair with its spotlight on Cada Bricks. Known for its innovation and quality, Double E’s Cada line has become well known in construction model circles, appealing to both kids and dedicated hobbyists alike.

Double E is a licensed partner of some of the world’s most renowned automobile brands, including MercedesBenz, Volvo, Land Rover and JCB, among others. This commitment to authenticity and collaboration has helped Double E establish itself as a trusted name in both the toy and model industries.

In Nuremberg, Double E will dedicate its presence entirely to Cada Bricks, showcasing a variety of new and innovative sets that demonstrate the brand’s evolution.

The Dinosaur Educational Sets are designed to spark creativity and learning in young builders, introducing engaging themes for kids. Each set contains around 300 pieces, and when combined, the three sets can be used to build a T-Rex.

Cada will also unveil two highly anticipated 1/8 scale models. The AMG GT3 builds on the success of the bestselling Cada AMG ONE from 2024. The Kick Sauber F1 Team C44 is an authentic Formula 1 replica. This model consists of 2,572 pieces and comes in manual motorised version. The model will come with printed parts, Pirelli licensed tires and a name card of the model. With intricate details and challenging builds, these models ensure an immersive and rewarding experience for hobbyists.

At Nuremberg, Double E will be expanding its portfolio. Visitors will see smaller-scale models, including Maserati GT2 and Audi replicas, as well as architectural sets like the Shell Station and Japanese-style Machiya, perfect for fans of unique and culturally inspired designs.

Cada products are designed by a team of hobbyists who ensure every set meets the highest standards of authenticity and creativity. Partnerships with renowned international MOC designers, such as Eric Trax and Efferman, bring originality and exclusivity to many of Cada’s offerings. Stand visitors will have the opportunity to meet these designers on 31st January, gaining insights into their creative process. They will also be able to see a real supercar up close and have the opportunity to connect directly with the Double E management team.

Nuremberg Chengzhen International

(852) 2312 0610 | www.msztoys.com | sales09@caipotoys.com

Hall 7, Stand C-11

Chengzhen International, a Hong Kong-based toy company, will be exhibiting at the Nuremberg Toy Fair under its own brand, MSZ (Metal Speed Zone). The company creates a wide range of licensed cars, offering high-quality die-cast vehicles in various sizes and with unique features.

MSZ’s best-selling series is the 1:32 scale, which features interactive sound and light functions, with over 100 models available. Another popular series is the 4.5" (1:43 scale), equipped with a pullback function and nearly 100 different car models. All of the vehicles are officially licensed by major auto brands, making them an ideal choice for daily playtime, collecting or gifting.

The highlight of this year’s exhibition is the 1:24 racing series, developed in collaboration with the McLaren Formula 1 team. MSZ will introduce the highly detailed MCL60 F1 car, which includes drivers No.4 and No.81, with the option to include a corresponding driver helmet. This model was launched at the end of last year, and other racing teams are currently in the pipeline. In addition to the F1 models, MSZ will also unveil the BMW M Hybrid V8, an electric hybrid race car in the same scale. Furthermore, MSZ has partnered with Red Bull to create two BMW models featuring Red Bull liveries.

Several new 1:32 scale models, equipped with light and sound features, are scheduled for release this year and will be displayed at the fair. These models offer realistic effects, such as headlight and taillight illumination and engine or horn sounds, which are activated by opening the doors or pulling back the car. Two iconic British car models, Bentley Bacalar and Mini Cooper, will be spotlighted, along with other luxury vehicles like the BMW i7. MSZ has also recently collaborated with another famous English marque, Aston Martin, and new models are currently in development, expected to launch in the second half of the year.

Over the past two years, MSZ has introduced a 1:32 EV (electric vehicle) series, which will also be highlighted at the show. This series includes the same light and sound features as its other models, but with the addition of a charging station. The new Skoda Superb Combi will be showcased, along with upcoming models which are set for release later this year, such as the Porsche Taycan Turbo S Cross Turismo.

MSZ also continues to expand its Motorcycle/Superbike line, available in 1:12 and 1:18 scales. New models, such as Kawasaki Ninja 400 and Honda CB400X, will be on display. These models feature realistic details, including shock-absorbing suspension wheels.

The Carat Shop

Hall 1, Stand F-05

The Carat Shop remains committed to becoming a household name when it comes to high quality, officially licensed jewellery, accessories and gifts. The company is returning to Spielwarenmesse once again for 2025 with a new-look exhibition stand and even more brands to showcase. The Carat Shop’s brand portfolio continues to grow. Its displays at Spielwarenmesse are set to showcase the very best of what’s on offer, with fresh new launches appearing in pride of place alongside existing best-selling lines such as Harry Potter, The Lord of The Rings, Pusheen, Barbie and more.

The Carat Shop is proud to announce new licensed collections for members of the ‘Big 6’ Premier League football clubs. Featuring premium jewellery and gift lines, the company is confident its new offerings will appeal to all demographics of the clubs’ loyal fan-bases. This collection expands The Carat Shop’s reach within the licensing space and gives retailers a huge opportunity to capitalise on the football fandom with these ranges.

In celebration of the critically acclaimed movie based on the musical of the same name, The Carat Shop recently launched a collection of Wicked jewellery and gifts. The line showcases enchanting designs inspired by the motion picture, including items based upon stars Elphaba and Glinda, as well as the Emerald City, Wizard of Oz and many more themes and symbols that fans of the franchise know and love.

At Spielwarenmesse, The Carat Shop is also highlighting its extensive range of Starter Pack solutions across its vibrant portfolio of brands. Whether retailers wish to grow their existing range or trial a new assortment of products for their store, the company is confident there is a Starter Pack option that will suit the needs of both trade customers and consumers. Each Starter Pack is offered with a complementary display stand, sent conveniently flat-packed and with easy assemble instructions provided upon delivery.

(852) 2525 7381 | sales@mojofun.co.eu

www.mojofun.co.uk

Hall 6, Stand A-03

Among the many new products being unveiled at Spielwarenmesse, Mojo is especially excited to showcase its new Garden Birds and Koi Carp ranges. The company believes these will help reinvigorate the figurine category by appealing to a wider consumer audience, both in terms of age and interest, and also to a new genre of collectors and enthusiasts.

There are 6m regular birdwatchers in the UK and around 7m in Germany. In Europe, 20% of all travellers that engage in wildlife tourism are interested in birdwatching and almost 40% of all travel agents across Europe offer birdwatching holidays. This is a hugely popular pastime and people across the globe continues to take it up, highlighting the huge interest in this subject matter. Mojo’s eye-catching Garden Birds range features eight popular birds: Robin, Blue Tit, Kingfisher, Sparrow, Red Cardinal, Eurasian Bullfinch and American and European Goldfinches. The initial reaction to this colourful assortment has been so positive that the company has already started work on Series 2, with a further eight birds winging their way into the collection later on in 2025.

As with all Mojo ranges, the product bears testimony to the brand’s unwavering commitment to product quality, authenticity and incredible attention to detail. This beautiful, eyecatching range has widespread retail appeal across garden centres, visitor attractions, bird sanctuaries and pet stores, as well as Mojo’s core toy market.

Fish enthusiasts, especially those who appreciate the beauty and symbolism of koi carp, also represent a vibrant and growing audience. Koi are admired not only for their striking colours and patterns but also for their association with peace and prosperity, making them a popular symbol for home décor and gifts. This theme has never previously been represented in the figurine category, but Mojo is now dipping its toe in the pond with its first product launch: the iconic Koi Carp. The range features six classical Japanese patterns, including the Tancho- Koi and Asagai-Koi.

Alongside these new ranges, standout additions to existing ranges include the Axolotl and the Cryptoclidus dinosaur, as well as repaint styles for some of the company’s most popular items, including the Golden Retriever, Raccoon and Grizzly Bear.

Mojo’s popular Mini Worlds tube sets will now be available in a new 6-piece version. These will be offered at a lower SRP, as the company continues to work closely with its customers to help them maximise retail sales in a difficult market. Mojo’s close-knit team, which is passionate about the Mojo brand, prides itself on its excellent customer service and its ability to serve its customers and keep shelves full. The company has also confirmed that it will be holding its current pricing for 2025.

Hall 5, Stand A-06, B-05

In 2025, Klein Toys will be celebrating its 20th anniversary with licensing partner Mattel. The company is constantly expanding its product portfolio with new and refreshed products from properties such as Barbie, Hot Wheels, Uno, Skip-Bo and more, while newly-added licences Monster High and Monster Truck further bolster the line-up.

Klein‘s high quality Uno Carry Bags are popular all over the world. The Carry Bags are waterproof and lightweight, meaning Uno decks (not included) can be taken anywhere and are well protected from damage. This makes them perfect for the travelling season. Visitors to Klein‘s Spielwarenmesse stand can see other versions of the Carry Bags, including the Uno Show 'Em No Mercy licence. In partnership with licensor Caterpillar, Klein will be adding a number of great new products to its range for 2025. Among other introductions, the company is launching a new outdoor range featuring toys such as the Wheelbarrow with Bricklaying Kit. The John Deere Construction line includes the John Deere tractor with front loader and weight. The tractor has an integrated screwing system and can be easily disassembled and reassembled with a screwdriver. Children can develop their motor skills and technical understanding while they use the screwdriver. Klein is also adding other new outdoor products to its John Deere range.

Thanks to its exclusive licensing agreement with Bosch, Klein is the No. 1 brand in role-play power tools. The company is expanding its outdoor range with new power tool and workbench products, such as the new Bosch Wooden Workbench. A highlight for 2025 is the new Bosch Lumberjack Set, which includes a Bosch chainsaw, lumberjack helmet and gloves. The toy chainsaw has child-friendly functions and battery-operated sound and light effects. When the saw blade is used, it makes a realistic sawing sound and a flashing light is activated. The saw blade is also replaceable. Having recently appointed experienced toy industry consultant Lisa Cox to its UK sales team, Klein is establishing a global presence at this year’s raft of toy fairs. In addition to Spielwarenmesse, the company will also participate in the HKTDC Fair in Hong Kong at its showroom (Unit 505, 5/Fl., Mirror Tower, 61 Mody Road, TST East, Hong Kong) and opens its new Los Angeles showroom in April.

For more information, request a full product range catalogue or visit Klein Toys‘ social media channels.

© Disney/Pixar

©Squid Game:™/©Netflix. Used with permission.

©Squid Game:™/©Net ix. Used with permission.

©Eiichiro / Shueisha, Toei Animation © 2024 SANRIO CO.,

© Hajime Isayama, Kodansha/ "ATTACK ON TITAN" Production Committee. All Rights Reserved.

©H.Furudate / Shueisha,”HAIKYU!! ”Project,MBS

© Tatsuya Endo/Shueisha, SPY x FAMILY Project

Nuremberg

Red Robin Design

www.redrobindesign.be

anouk.pauwels@redrobindesign.be

Hall 2, Stand B-01

Red Robin Design is passionate about merging creativity, craftsmanship and fandom to create products that resonate with its community. At Spielwarenmesse 2025, the company will be unveiling its latest DIY collection, a captivating blend of art and pop culture brought to life through the magic of 3D laser-cutting technology. The intricately designed Naruto Shippuden Wooden Theatres and the Wooden Ichiraku Ramen Restaurant DIY kit offer fans an immersive experience, celebrating the iconic anime in a whole new way.

The Wooden Theatres are more than just models: they’re storytelling in three dimensions. Each theatre is a tribute to the rich narratives and unforgettable characters of Naruto Shippuden. The laser-cut details capture key moments and themes, transporting fans to the Hidden Leaf Village and beyond. Whether it’s the intense battles, heartfelt friendships, or Naruto’s journey to becoming Hokage, these colourful theatres transform iconic scenes into tangible art pieces. Equally enchanting is the Wooden Ichiraku Ramen Restaurant, a homage to the beloved ramen shop where Naruto found comfort and companionship. Every detail, from the quaint storefront to the intricate interiors, is a labour of love. Fans can now recreate this nostalgic cornerstone of Naruto’s world in their own homes, piecing together the elements with care and pride.

What makes these DIY kits stand out is the technology behind them. 3D laser cutting allows Red Robin Design to achieve unmatched precision, ensuring that every piece fits seamlessly while retaining delicate intricacies. For fans, the hands-on assembly process is an experience in itself. It’s an opportunity to connect with the series on a deeper level, engaging creativity and patience as they watch Naruto’s world take shape before their eyes. Red Robin Design’s DIY wooden kits are designed not only for individuals but also for families and friends who want to bond over a shared love for Naruto. These creations invite fans to slow down, unplug, and dive into the mindful art of crafting.

Once assembled, the Wooden Theatres and Wooden Ichiraku Ramen Restaurant become stunning decor pieces, sparking conversations and reminding fans of the moments that made them fall in love with the series. Whether displayed in a collector’s showcase or on a bookshelf, they’re bound to draw admiration and foster a sense of nostalgia.

12.2, Stand P-09

HTI Toys is set to return to Spielwarenmesse to present an array of new products and brands. Since its last appearance in 2024, HTI has expanded its portfolio with fresh acquisitions, brand launches and innovative toys.

HTI’s standout brand, Teamsterz, will be a highlight at the stand. With significant investment in new lines, Teamsterz will occupy a large percentage of the display. A key debut will be the Robo Wreckerz range, including the Gorilla Slam and Mega Rex, each featuring interactive car play, lights and sounds. The popular Colour Change range will expand with the addition of the Colour Shift Robo Croc, while fresh updates to the Chunky Trucks and Beep & Go range will also be on display.

Evo continues to set new standards with additions to the 2025 line-up. This year, HTI is introducing trendy innovations, including Holographic and Neo Chrome Inline Scooters, as well as a new battery-operated Unicorn Quad. The versatile Evo 4-in-1 Evolve Scooter is a key product focus for 2025. This outdoor essential adapts as children grow. With four versatile modes, it starts as a parent-pushed ride-on, transitions with detachable stabilisers and finally becomes a classic scooter, offering fun and support every step of the way. It is available in pink, blue and black.

HTI will also show updates for its nursery brand, Baby Chic. This year sees the launch of the Baby Boo Dolls range, designed to complement the popular Baby Boo Prams and Strollers. The new Baby Boo Cherish Pram offers value along with innovative design. HTI’s licensed products continue to impress, with a new collection of strollers featuring beloved characters like Peppa Pig, Bluey and Gabby’s Dollhouse. HTI is also expanding its licensed Role Play range, including Bluey, Paw Patrol and Dora the Explorer lines. The company will be showing brand new products such as My First Laptop and Cash Checkouts, as well as its best-selling boom boxes and telephones.

The Stretcherz brand has seen a 310% increase this year. HTI will highlight the latest additions including the XXL and electro Stretcherz. Stretcherz Slammerz also continue to be a fan favourite, with 12 squishy characters now available in both two and four-pack formats.

This year marks a new chapter for HTI with its recent acquisition of Sambro Toys. HTI is thrilled to introduce Puzzle Pals, an adorable line of buildable erasers featuring characters from popular franchises like Stitch, Minions and Spongebob Squarepants. Alongside Puzzle Pals, HTI is also bringing new licensed plush offerings to the show, including Peppa Pig and much more.

PMI Kids’ World

www.pmi.co.il | omer@pmi.co.il

Hall 12, Stand G-05

PMI Kids’ World will showcase an exciting array of toy lines at this year’s Spielwarenmesse. As a global leader in toy innovation, the company prides itself on its commitment to creativity, quality and inclusivity. PMI’s stand will spotlight a diverse portfolio of brands, spanning everything from kid-favorite licences to collectibles that resonate with the growing Kidult market.

The world of Minecraft has captured imaginations worldwide. With over 300m games sold and 140m monthly active players, it is the best-selling video game of all time. Building on Minecraft's global success and immense popularity, PMI is launching a Special Movie Edition line of collectibles this spring.

Building on the success of Stumble Guys Series 1 (which earned a US Toy of the Year award nomination for 2024) and the expanded line-up in Series 2, PMI Kids' World is unveiling Stumble Guys Series 3 and The Mythic Collection. This highly anticipated series introduces Mythic characters, the highest-level characters in the game, marking a new milestone in the evolution of the Stumble Guys toy line. Fans can look forward to a diverse range of products that includes collectible figures to expand their line-up, articulated action figures for interactive play, mini action figures perfect for on-the-go fun, and plush toys that bring the vibrant characters to life in cuddly form.

To make this collection even more exciting, the capsules in Series 3 come with exclusive DLC codes, allowing fans to unlock special in-game rewards and elevate their gameplay experience. This fusion of physical play and digital engagement enhances the overall appeal of the collection, making it a must-have for both collectors and gamers. The collection will launch in autumn 2025.

PMI is expanding its footprint in the Kidult space as the master toy licensee with the USA’s fasting growing sport, UFC. Launching in spring 2025, the collection features UFC legends such as Max Holloway, Jon Jones and Amanda Nunes. The line-up includes articulated mini action figures and action figures with fighter-specific accessories, along with the UFC Collectible Punching Bag Capsule, which contains one of 12 mini fighters and a connecting Octagon base piece that lets kids build their own arena. With UFC’s massive global fanbase of over 700m, and its events reaching more than 900m TV households in 175 countries, this collection brings the intensity of the Octagon straight into kids’ hands.

PMI will also showcase the world of Booksy, a patented and trademarked collectible toy line that inspires kids to read, play and collect. Booksy combines tiny books with collectible figures, each crafted to make literacy engaging and enjoyable. The collection launched in 2024, including PMI’s very own original IP, Booksy Monster Tails. This was followed by the licensed Booksy Paw Patrol and Booksy Tales Teenage Mutant Ninja Turtles Tales collections, each featuring action figures paired with a legible miniature book packed with over 40 pages of vibrant illustrations and meaningful life lessons for kids. These articulated, themed toys are designed for interactive play, offering entertainment and valuable educational benefits. As PMI continues to innovate, the company is pleased to announce that new collaborations will be revealed at Spielwarenmesse, ahead of their autumn launch.

Fuggler, the global sensation, will bring its signature chaos to PMI’s stand. These hilariously ugly monsters, loved for their mischievous antics and quirkiness, are now available as collectible figures. With 44 unique designs, each Fuggler boasts its own distinct personality. PMI will also be showcasing its Feature Fugglers: kids twist their arms or pull their tongues to reveal hidden surprises. These will appear alongside Customizable Fugglers which let kids mix-and-match their Fugg, motion-activated farting Fugglers and an extensive range of collectibles with varying levels of rarity. Following the success of Series 1, PMI is expanding into licensed Fugglers with SpongeBob SquarePants and Tales of Teenage

Naruto Shippuden, a global phenomenon with over 250m manga copies sold and billions of anime streams, continues to captivate fans across the generations. PMI will showcase a dynamic Naruto toy line launching in the autumn of 2025. The range offers fans a diverse range of characters to collect and enjoy, further enhancing the company’s presence in the Kidult space. There are two standout capsule collections on the way: the Edo Tensei Capsule, which brings back iconic characters from Naruto Shippuden and doubles as a display piece, and the Infinite Tsukuyomi Capsule, inspired by the final battle and featuring heroes and villains in their ultimate power-up stages. This capsule also serves as a display platform. The line-up is completed by the plush buddies, allowing fans to bring their favorite ninjas to life in soft, huggable form. Recognised as the Anime of the Decade from 2010–2020, Naruto’s impact continues to resonate, and this toy line is a true tribute to its timeless legacy.

Attendees can visit Funko at the Nuremberg Toy Fair, located at Stand B-08-1 and D-11-1, Hall 12 (US Pavilion).

Appointments are required contact: funkonurembergtoyfair@funko.com to schedule a meeting.

Smart Zone (HK)

(852) 9096 6119 | info@smartzone-hk.com

Hall 12, Stand B-04-2

At Spielwarenmesse 2025, Smart Zone (HK) will present new toy vehicles as well as additions to its long-standing, highly successful Mighty Wheels and Mighty Man brands.

Within both the US and international toy markets, Smart Zone has earned a reputation as an industry leader in developing, manufacturing and marketing well designed, durable toy vehicles of all types. The company’s emphasis is on real steel/metal and plastic construction vehicle toys, all of which have been sold under the Mighty Wheels brand for more than 25 years. Never content to rest in the extremely crowded and competitive international toy vehicle market, 2024 saw Smart Zone begin developing new products that complement the Mighty Wheels brand. The result is the Mighty Rally line of vehicles and soda can themed containers/launchers. This unique and clever concept combines two classic products into one exciting, fun-filled toy.

Each Mighty Rally set features a 1:64 die cast metal vehicle which is inserted into a soda can themed, spring-loaded launcher. After removing the pop top lid, the child then presses a button at the bottom of the plastic soda can to release the vehicle at blazing speed. This play pattern provides endless racing and crashing fun.

Building upon its recent success with Dino Mytes, a line of dinosaur themed vehicles that launch from dinosaur egg themed launchers, Smart Zone has expanded the line with vehicles that shoot out of the mouth of a ferocious looking dinosaur. Building upon the idea of combining two iconic themes that every child loves, Smart Zone has proven that it lives up to its corporate motto: “Imaginative play at its best.”

In 2023, Smart Zone launched Season 1 of its Mighty Man animated series. Featuring the construction hat wearing, hammer wielding hero, Mighty Man, the content follows the Mighty Wheels team of animated construction vehicles as it battles a host of bad guys and their evil cohorts. Currently, two seasons are available on numerous streaming platforms and plans are already underway to expand the series’ digital distribution. Season 3, which features new storylines, characters and enhanced animation, has already been greenlit for a 2026 launch. 2023 also saw Smart Zone begin to implement its long-term plan to expand both its Mighty Wheels brand awareness and distribution while also boosting that of its other core brands. The company has and will continue to invest in sophisticated marketing and promotional efforts to generate increased sales and profits.

Hall 4A, Stand C-14

At Spielwarenmesse, Eolo Toys will be showcasing an impressive portfolio that promises to captivate visitors. Perfect for distributors and retailers looking for a collectible line to expand their portfolio, Eolo Toys will present its star brands, including Cutie Pops, a standout at the latest fairs, and Bibi-Chibis, one of the latest additions to Eolo Toys’ brand portfolio.

Bibi-Chibis are adorable collectible babies with unique costumes and friendship messages that encourage kids to make the world a better place. Moose Toys is launching the collectible range in the UK in spring and will be supporting it with a full marketing campaign. The brand, already presented at previous fairs, will also be showcasing the latest additions for upcoming seasons. Cutie Pops, mini plushies with endless creative possibilities, invite kids to clip, pop and connect their plushies and charms to decorate and customise their accessories.

Also taking centre stage at the show are Pixel Hugs and Chain Breakerz, two electronic pet lines. Pixel Hugs includes 50+ different reactions and sounds and combines a soft and huggable plush texture with the excitement of an electronic pet that expresses its feelings through its eyes. Chain Breakerz, meanwhile, introduces a twist in electronic toys: a unique TPR animatronic puppet with dragon sounds and impressive eye movement.

Eolo Toys’ classic lines continue to shine, each bringing its unique features to the portfolio. Glowies Fireflies are the perfect bedtime companions, providing comfort and a gentle glow for kids at nighttime. Sprint, a range of evergreen pull-along plush puppies without internal hard plastics and a perfectly soft texture, is ideal for pre-schoolers. Furry Tails, the electronic unicorn, has been a standout success at recent toy fairs, and Jiggly Pet (especially the revolutionary Jiggly Bugs range), has captivated industry gatherings with its vibrant aesthetic.

Among the highlights at Eolo Toys’ stand will be its flagship brand Kites Ready 2 Fly, an evergreen line that continues to inspire kids to embrace outdoor play. This range is always a hit at toy fairs and features Eolo’s classic kites, now enhanced with new licensed designs and fresh styles for both the nylon and plastic models. Additionally, visitors can look forward to an exclusive preview of new developments in the kite category, promising a renewed product range for the seasons ahead.

The company’s licensed product line brings a powerful element to Eolo Toys’ portfolio, which features Disney, Marvel and Care Bears. Eolo is also expanding its offering with licensed tabletop games and new developments in action games, continuing to provide innovative, engaging experiences for children and families worldwide.

Nuremberg Make It Real

01613 024 100 | www.makeitrealplay.com pthomson@makeitrealplay.com

Hall 4, Stand D-17

In the children’s activity and accessories space, Make It Real blends innovation, quality, and eye-catching design to captivate young creators. The brand’s success stems from strong partnerships with business leaders and a steadfast commitment to delivering engaging, hands-on play experiences.

This year at Spielwarenmesse, Make It Real is introducing the Swift Clicks Heishi Bracelet Maker, billed as a game-changer in bracelet making. The product transforms an evergreen play pattern by simplifying and expediting the bracelet making process. Young creatives can make 20+ bracelets using 16 bead colours with ease, by rotating the bead carousel to align the desired colour over the threading stem, then clicking the button to add it to the bracelet. Clicking it again and again adds more beads. Kids can repeat the same colour or rotate the carousel to select a new colour and click again. They can also can easily reload the carousel compartments with the included funnel and store extra beads neatly in the centre. Bracelet making continues to dominate as an on-trend tween activity, and Swift Clicks takes it to new heights.

Visitors at Spielwarenmesse can also discover hit Make It Real releases including the Stamp to Reveal and LinXo lines, which are already making waves at retail. With Stamp to Reveal, kids can check the stamper for the number on the paper dot, then find the matching number on the poster. They align the circles and press to stamp, then continue to reveal a fun and colourful artwork featuring super cute characters, including a range of licensed Disney Princess sets. LinXo is the only fashion construction system that allows kids to design and personalise fashionable creations and stylish accessories to wear, display and build again and again. Since launch, LinXo has quickly gained recognition and won a number of awards.

Make It Real’s autumn 2025 releases are set to include even more innovation and inspiration. From a fresh take on the classic stone polisher play pattern to complete artist sets and a fun new selection of novelty cosmetic palettes, there’s plenty to discover in the upcoming releases.

To experience the Swift Clicks Heishi Bracelet Maker in person, and learn more about Make It Real’s range of products, visit the stand at Spielwarenmesse. Email Peter Thomson on the details above to book an appointment.

Farplace Games

Foyer 10 | 12

In Nuremberg, Farplace Games will be showcasing both its existing 2024 titles and three new games set to launch this year. The Days series, which launched in April 2024 with Woof Days, Dino Days and Cat Days, and was followed in October 2024 by Dungeon Days, Space Days and Pirate Days, sold over 22,000 units in the UK in just seven months. With a MSRP of just €10, these are a great stocking filler or travel gift. Farplace has localised several editions into three other countries since 2024’s Spiel Essen and continues to welcome new localisation partners for all its games. Existing partner Mob Vanguard will also be at Spielwarenmesse.

Litter Tray, the world’s No. 1 game about cats and poo, launched at Spiel Essen and was the company’s best-seller at the show. Available at an MSRP of just €15, the game has also been successful at dedicated game shows such as Warfare and Dragonmeet. A push-yourluck game in which players have to decide when to bank their poo, and when to risk pooing in an already dirty litter tray, this is a laugh-out-loud game perfect for parties and get-togethers. Animal rescue-themed Farplace the Game, the first game to be launched by the company back in October 2023, will also be on display, alongside the three new expansions launched in 2024.

New games launching at Spielwarenmesse and available from May 2025 (launching at UK Games Expo) are Tile Wars, Clean the Castle and Best Spot in the House. Tile Wars is a brutal, abstract ‘take that’ game, playable across three levels of tile placement thanks to vicious attack cards. The game can be enjoyed competitively, while cooperative and solo versions of the game increase its value for money. A pack of board expansions is also available, offering additional varied play.

Clean the Castle sees teams of cleaners tasked with burying bodies and cleaning other mess up to earn the most gold. The cleaning meeples must beware; they can die of the plague, becoming a resource to be cleaned, or be attacked by other cleaners seeking to bag the gold for themselves.

Best Spot in the House is a colour matching card game for ages four to adult, with a second play mechanism for ages six to adult. Players match coloured cats to the different spots in the house they like to sleep in. The game is perfect for all the family and will launch in time for Christmas 2025.

All these games are produced by registered charity Farplace Animal Rescue, and every game sale helps animals in need. The company is happy to work with customers on making the most of this messaging when marketing the games. 50% of the profits from localised games are donated to local animal shelters in each country. Gareth Edwards, Farplace’s CEO and lead game designer, will be at Spielwarenmesse to showcase the full range, including copies of 2025 launches.

Farplace is also able to develop bespoke games for clients, either short card games or more substantial titles. The company is open to IP approaches for new games, too, and welcomes all visitors for a friendly discussion at the show.

Nuremberg

Connetix

www.connetixtiles.com

Hall 4, Stand F-54

Founded in 2019, Connetix is heading into the 2025 show season following another successful year of strong business growth which has further established its presence in the global market. Showcasing for a third consecutive year at Spielwarenmesse, the Connetix stand promises to impress visitors with the company’s signature bright and beautiful aesthetic while providing immersive new ways to experience magnetic tile play.

By fostering a family-focused approach to business, Connetix has authentically connected with an invested community of parents, educators, allied health professionals and retailers, collectively strengthening brand value and loyalty. Among this network is an inspired play community across social media with over 520k followers on Connetix’s thriving Instagram profile alone. Further reflecting unprecedented growth over the past year, the Connetix team has expanded by 24%, launched several new products including a whole new range, and has continued its growth in the global market with its innovative range of products now stocked across 80+ countries.

Connetix has proven to be a thought-leader within the industry, bringing fresh initiatives and play experiences to the construction toy space. The company’s catalogue offers 35 compatible open-ended packs, and this range is continuously expanding. The New Product Development team keeps its finger on the pulse to meet customer needs and drive innovation. A rising trend within the industry is the growing focus on purposeful play and toys that teach children lifelong skills. As an educational brand with STEAM and MESH accreditation, this movement aligns with the Connetix mission and reinforces the exciting projects in the pipeline for this year.

Spielwarenmesse is the perfect opportunity for customers and retailers alike to experience the award-winning, captivating tiles in signature pastel and rainbow colours as they journey through the wonderful world of Connetix. Highlights from the Connetix range include the Transport Packs for vehicle enthusiasts and budding engineers, Shape Expansion Packs to extend mathematical understandings and shape exploration, and the best-selling Ball Run Packs with clear fluted tubes which let kids watch the zooming action and STEAM learning unfold.

New to the collection is the Roads Range, which debuts a sleek black shade tile and a versatile selection of shapes including quarter circles, arches, exclusive intersection pieces, plus short and long ramps. Strong magnets throughout each tile and along the curved edges add dynamic dimensions to construction play. The thoughtful exclusion of white markings on the tiles allows children to reimagine the pieces into their own creative designs, from small world cities to helicopters, roller coasters, arching flowers, numbers and much more.

Bandai UK

Bandai’s Shokugan range offers a broad selection of pocket money collectibles to delight Pop Culture fans. Kawaii and anime properties are reimagined into smallscale vinyl collectibles, and the Friends series welcomes new additions with Chiikawa, Sumikko Gurashi, fresh Kirby waves and the Tenori animal kingdom. The Shokugan Softbits collection launches with Dragon Ball Daima collectibles of Goku, Vegeta and other series standouts, followed by releases from the Flocky Doll series, Charamagnets and Charms. Dragon Ball continues to reach dual audiences of younger children, anime fans and collectors of all ages. Best-sellers and hero characters are regularly refreshed across Bandai’s 5” Evolve Action Figures and 6” highly detailed collector favourite Dragon Stars Action Figures. New Dragon Stars Power Up Deluxe Action Figures complete with accessories, and dual-packed Dragon Star Battle Packs, further expand the brand footprint and increase its on-shelf impact. Bandai will unveil its Godzilla range of 2”, 5”, and 6” collector lines. The Godzilla 2” mini-figures provide perfect pocket-money pick-ups for Kaiju fans and come complete with packaging that doubles as city scenes for the monsters to destroy. The retro-inspired 5” range celebrates the long history of Godzilla figures with popular iterations including Mecha Godzilla and 1954 Godzilla. For the ultimate Godzilla fan, the 6” Action Figure comes complete with accessories like the fiery atomic breath effects. With anime consumption on the rise, 2025 promises to be a bumper year for both One Piece and Naruto, and fans are catered for with Bandai’s Anime Heroes range of 6" highly articulated action figures. The One Piece range features new fan-favourite characters, making it an exciting year for this enduring series. Meanwhile, the Naruto Shippuden lineup will expand, celebrating the iconic Naruto Uzumaki with new formats and additions to the 6" extended range.

Partnering with Kawada, Bandai brings the creativity of the Nanoblock series to fans with a diverse range of building block products. Pokémon fan-favourites including Pikachu and Charmander will be ever-present alongside a growing line-up of licensed characters from the world of Kawaii culture. Sanrio and Kirby ranges unveil new styles, while the Anime series continues to expand. Nanoblock Mininano offers an affordable way to grow miniature collections with blind bag packs featuring Sanrio and Kirby characters, and more properties are planned for later in 2025.

Based on the Japanese sci-fi series and recent Netflix movie, Bandai UK’s Ultraman range includes a collection of blind-boxed collectibles, 5” Action Figures and and Soft Vinyl Kaiju Figures, fully articulated 6” Action Figures complete with iconic beam effects and a 12” Deluxe Figure with lights and sounds.

Spielwarenmesse sees Bandai showcase new Tamagotchi lines, including the return of Tamagotchi Angel, an Original Gen 3 device from 1998 with angel-themed pets. The licensed Tamagotchi Nano range combines fan-favourite worlds with core Tamagotchi gameplay, featuring customised shells and the ability to raise licensed characters.

A hit relaunch of the iconic brand introduces Series 3 with the world of Littlest Pet Shop on display, including best-selling single blind packs, Pet Duos, and new themed collections such as the new Grooming Spa. A new range of plush joins the core collectibles to expand the brand footprint, with the Mini Blind Plush Pets and Plush Beanie Pets ready to discover.

Nuremberg

Bladez Toyz

023 9265 8255

Hall 6, Stand C-20

Bladez Toyz returns to Spielwarenmesse 2025 to launch not one, but two new brands on its supersized new stand.

Big news for Bladez Toyz in 2025 is the recently inked deal that will see the company create a new toy range in partnership with Bluezoo Animation for the hit new pre-school show, Mojo Swoptops. Broadcasting agreements are already confirmed in many countries across the globe, including Canada, Australia and the Nordics, while the show successfully debuted in the UK on CBeebies in October 2024. The innovative new range will include radio control vehicles and track play sets alongside arts & crafts and a pocket money vehicle range that reflects Bladez Toyz’ ongoing commitment to developing more sustainable toys. With vibrant designs, endless combinations and a focus on problem solving and friendship, the new toy range will capture the essence of this exciting new pre-school licence. With stock available for Q3 2025, Spielwarenmesse visitors will be among the first to see this first-to-market toy range. Racing into Nuremberg will also be Bladez RPM, a radio control brand with a fresh new look that stands out from the crowd. Bladez RPM stands for Real Performance Machines. This brand features high-quality, high-performance vehicles with bright neon designs. From robust all-terrain mega-size monster trucks to sleek RC helicopters and stylish, fierce-looking street cars, the Bladez RPM range delivers high speed action play and real working motorised vehicles. Designed with precision handling, easy to use controls and shock-resistant builds, thanks to the Exo-Guard Armour, these RC vehicles promise thrilling RC fun for enthusiasts of all ages. The 1:10 Ultimate Racer comes complete with a rechargeable battery and reaches speeds of up to 25km/h, perfect for street racing, while kids can also take the excitement off-road with the 1:18 Monster Truck. Its robust, injected moulded design and turbo mode add a little more grunt.

In addition to Bladez’s own eye-catching designs, the RPM range will also include favourites such as Batman and Superman, the latter of which is set to benefit from a 2025 movie release during the ‘summer of Superman’.

Bladez Toyz is looking forward to bringing its range to life on the company’s impressive new stand at Spielwarenmesse, and to share its vision for 2025 and beyond. As well as all the latest product info, visitors will also be able to bag some exclusive merchandise.

Leading pop culture lifestyle brand Funko will showcase an extensive and diverse array of products across all categories at Spielwarenmesse this year, highlighting new series across Funko Pop! and Bitty Pop!. Newness will also be revealed across Funko’s popular wearable fandom brand, Loungefly, and premium collectible brand, Mondo. New licensing partners for Funko’s 2025 portfolio include Disney, Marvel, Star Wars, Warner Bros, Universal and Netflix, amongst popular anime properties One Piece and Chainsaw Man from Crunchyroll, and much more.

Funko will display the latest ranges across its globally recognised Funko Pop! brand. Highlights will include the new Rainbow Dragon – Yu-Gi-Oh! Pop! Deluxe, which is set to be a hit amongst fans of the series. Anakin Skywalker – Star Wars: Ahsoka Pop! will also be a standout product on the Funko stand. Additional Funko Pop! products set to be showcased at Spielwarenmesse 2025 include collectibles based on properties such as Disney’s Moana 2, Star Wars’ Skeleton Crew, Marvel’s Captain America: Brave New World, and Universal Pictures’ Wicked. New products across Bitty Pop!, part of the Bittyverse, will also be on show. Focusing on Marvel, visitors to the Funko stand can expect to see everybody’s favourite Marvel Studio Pops! shrunk into Bitty Pop! form with the all-new Bitty Pop! Marvel 12-Pack. Funko’s Bittyverse will take mini collectibles to the next level in 2025, with best-in-class licensor partners including DC Comics, Star Wars, Harry Potter Disney, Marvel, Teenage Mutant Ninja Turtles, Lord of The Rings and many more.

Loungefly will also debut new licensing deals at Nuremberg Toy Fair 2025. These collaborations, designed to expand Loungefly's reach and appeal, will benefit from a phased rollout. One of the key new products will be the coffee scented Central Perk Mini Backpack – Friends!. The new licences will introduce a broader array of fandom-inspired accessories, aligning with the brand’s commitment to high-quality, wearable collectibles that resonate with consumers across diverse markets.

Alongside Loungefly’s expansion, Funko is preparing to launch its premium collectible brand, Mondo, in key European markets. Mondo's high-end, artistically driven statues will support Funko's goal of expanding its global footprint while offering European audiences exclusive access to sought-after collectibles.

Funko looks forward to connecting with industry partners at the 2025 Nuremberg Toy Fair. To schedule a meeting with the Funko team, please reach out on the email above.

Nuremberg

Horizon Group USA

www.horizongroupusa.com

Hall 12, Stand F-23

Horizon Group USA is setting its sights on the international stage at Spielwarenmesse 2025, marking its debut at the world's biggest toy fair. Fuelled by the growth of its international business, the company is looking forward to showcasing its most prominent in-house brands – Just My Style, GenMe, STMT and Slimygloop –alongside its esteemed global partnerships with Jazwares and Hasbro.

For years, Horizon has been a leader in the toy industry across multiple categories. Its mission – ‘Connecting People Through Creativity’ – is at the heart of everything the company does. Horizon takes pride in creating thoughtful, elevated products that ignite creativity for families. From engaging kids’ crafts to inspiring fashion and lifestyle accessories, Horizon will unveil its entire portfolio at the event, including its captivating premium compound ranges.

Horizon’s commitment to fostering creativity extends beyond just products. The company partners with industry-leading properties to bring its licensed compound range to life; visitors to the stand will be able to find out more about the company’s strategic partnerships with Squishmallows and Play-Doh, which have resulted in incredible compound creations.

Kids can get ready to join the squad with Horizon’s Original Squishmallows Premium Cloud Slime jars. This exciting assortment features four different fluffy, sweet-scented slimes, fun mix-ins, and even rubber charms of fan-favourite Squishmallows: Pyle the Mushroom, Archie the Axolotl, Calynda the Cow, and Tatiana the Dragon. Each cloud slime comes pre-made and is infused with a delightful aroma. For a more character-driven experience, Horizon offers a hero assortment with 3D character topper jars and two-toned scented cloud slimes in resealable containers.

The perfect gift for any Squishmallows fanatic, the Ultimate Slime Mix-Ins set includes 10 resealable containers of ready-made, sweet-smelling slime, eight rainbow mix-ins and two adorable 'Mallow charms. Both Squishmallows slime jars ranges roll out across the EMEA region across spring/summer 2025. Inspiring imaginations everywhere, Horizon Group will also produce and globally distribute Play-Doh air-dry clay, hands-on craft kits and many alternative compound products

Hall 10.1, Stand F-21

Skillmatics is showcasing its award-winning range of toys and games at Spielwarenmesse 2025. Building on a successful launch year, Skillmatics is growing the company’s portfolio for the European toy market and is focused on developing strong partnerships with distributors and customers. Skillmatics offers an extensive portfolio of card and board games, pre-school learning tools, puzzles, STEM toys and arts & crafts activities.

The company will continue to support the best-selling Foil Fun range with exciting new launches. Introducing Disney licenses into the range for the first time, new Foil Fun Frozen and Foil Fun Disney Princess will be available in 2025. Foil Fun Magical Greeting Card and Foil Fun Holiday Magic will also boost the line-up. Continuing to build its credentials, Foil Fun won a Creative Steps gold and MadeForMums bronze award in 2024, was a 2023 finalist for the prestigious US Toy of the Year: Best Creative Toy award, a Good Housekeeping Best Toys winner, and was featured on Good Morning America in the US.

Skillmatics is unveiling exciting innovations to its arts & crafts lines. Poke-In-Art Magical Princesses lets children design beautiful princess gowns and magical wands by poking fabric squares into foam, offering a unique and engaging DIY experience. Designed to inspire creativity in children with a completely new way to play, Sand-tastic Art kits create stunning picture boards using vibrant sand and stickers. Equipped with a special tray and a rainbow pen for mess-free creativity, the Sand-tastic Art Unicorns & Princesses and Sand-tastic Art Animals kits are available from early 2025. Super Strings is a new way for kids to get creative by threading pictures. Kids can snap pins into pre-punched boards, twirl colourful strings, and decorate with foam stickers to create intricate images. Super Strings Unicorns and Super Strings Bugs & Butterflies will launch in early 2025. Budding fashionistas can craft over 200 personalised paper beads with Roll-up Beads, as well as design unique friendship bracelets featuring charms and baubles. Roll-up Beads adds a glamorous touch to DIY jewellerymaking.

Gouda Games, the new board games company by Grasper Global, Skillmatics’ parent company, focuses on party games for teens and young adults. 2025 will see the debut of Dare to Ding, a fast-paced game of riddles and reflexes. Players roll the die, read the corresponding riddle and race to hit the dinger and answer within five seconds.

To learn more about Skillmatics and explore its range of innovative products, connect with David Kelly, VP of Sales and Marketing UK, on the email above.

Casdon

Hall 12, Stand C-04

While its best-selling role-play lines remain at the heart of what it does, 2025 will be a year of growth and innovation for Casdon. From July 2025, the company will be launching three brand-new licences and breaking into new territories outside of its traditional pre-school role-play space.

Joining Casdon's existing portfolio of instantly recognisable and well-loved global brands, Build-a-Bear introduces a collection of six SKUs including a miniature Stuffing Station, allowing children to enjoy the experience of building their very own bears from the comfort of their own home. The Casdon Build-ABear Stuffing Station is a brand-new product aimed at kids aged three and over and is designed to allow children to replicate the Build-A-Bear in-store experience at home, helping them develop their coordination and fine motor skills.

The Build-a-Bear Stuffing Station will be supported by additional SKUs including the Cashier Counter Set, Furtastic Bear & Outfit packs, and Pawfect Adventure Bear Carrier. To mark the launch of the new range, Casdon will be offering visitors to both London and Nuremberg Toy Fairs the opportunity to create their very own bear, complete with an exclusive branded t-shirt. 2025 also sees the introduction of the iconic brand Heinz to Casdon’s portfolio. The six SKUs reflect the company's 'live playfully' tagline with role-play food toys including an American Diner Set as well as a British classic - the Fish & Chips Takeaway Set. In true Casdon style, the set is cleverly designed to help children aged two years and up learn through play. The flip-ndip sauce pots are accompanied by a bottle of Heinz Tomato Ketchup, complete with surprise sauce. Crafted to mimic real-life food, the Casdon Heinz range is designed to bring a touch of authenticity to any child's play kitchen, helping foster imaginative play while introducing the basics of table setting and meal preparation.

Casdon will be introducing a third licence for 2025: the Toxic Waste Hazardously Sour Candy brand. Allowing children to bring the iconic sweets home and recreate an interactive candy store experience, the Casdon Toxic Waste Candy Store is one of two SKUs in the range. Designed for ages five and above, the set comes complete with a rotating candy tray and scoop, play money storage area, play money and Toxic Waste candy.

The Casdon stand will also be home to a ‘Bottomless Barrel of Toxic Waste Candy,’ playing on the brand’s social presence on video platforms such as TikTok. The Casdon Barrel will invite visitors to take part in a Toxic Waste Challenge, to see where they land on the Toxic Head scoreboard, with an Instagrammable photo opportunity to commemorate their success (or failure).

All three new ranges are launching next summer and will be supported with PR, strategic influencer and celebrity partnerships, social media and marketing.

Cra-Z-Art

Hall 6, Stand A-20

Cra-Z-Art, a leader in on-trend toy, activity, art and school supply products, is known for discovering hot trends and quickly bringing quality products to the market for children and adults to enjoy.

Key items on display at the show include the popular new collectible, Disney Crystal Surprise. New Shimmer ‘n Sparkle beauty and fashion items, as well as Stitch Slimy and Stitch Figure Maker, will also be showcased. Like all of Cra-Z-Art’s products, these items inspire kids to be creative and explore a fun world of imaginative play.

The all-new sparkling Disney Crystal Surprise characters are unique within the world of collectible figurines. Kids can pop open the re-usable sparkly globe shaped container to discover which character they’ve received. Each sparkling, beautifully crafted Disney crystal figure comes with a fun embellishment such as slime and an exciting accessory to complement each figure. Series No. 1 includes such popular Disney characters as Stitch, Minnie Mouse, Belle and many more.

The company’s popular Shimmer ‘n Sparkle beauty and fashion line welcomes a number of exciting items, such as the new Sparkling Gem Air Styler, The Real Ultimate Hand and Nail Spa, and All New 5-in-1 Light Up Heart Shaped Foot Spa. The specially designed styler magically adorns hair with gems and beads using the power of air. Kids can design their own beaded strands with an assortment of colourful and metallic beads: they simply attach the bead strands to the beading tube, turn on the styler and easily slide the beaded creation onto the hair. Everything needed is included –an air styler, gems, beads, charms and threads – and all rechargeable for endless styling fun.

The Real Ultimate Nail Spa is an all-in-one at home manicure that allows kids to enjoy a relaxing salon style manicure experience. Frist, they can prepare their hands with sweet smelling sugar scrub and soak them with scented salts. It includes a safe ‘real’ nail dryer in the unit and the ability to soak, massage, polish, decorate and dry. The all-new Salon Style 5-in-1 Salon Style Pedicure Salon provides a perfect pedicure experience at home, perfectly sized in a pretty new heart shape design. This set features pedi polish, scented pedi soak and shaped toe separators. Kids can squish, squeeze and stretch with their favourite Disney character when they play with the exciting Stitch Cra-Z Slimy figure. Opening up the Stitch-shaped container reveals gooey fun, complete with Stitch-shaped confetti to mix-in. When they’re done, the safe and non-toxic slime can be kept soft and fresh by simply putting it back in the case. Stitch is also featured in the new mini Figure Maker. Kids open up the globe shaped container to discover which mould they’ve received, then press the fun Softee Dough compound into the mold to create their figure.

All of Cra-Z-Art’s new items planned for 2025 conform to new EMEA sustainability legislation.

Swift Clicks™ at Spielwarenmesse 2025! Discover Make It Real’s innovative Swift Clicks™ Heishi Bracelet Maker and create over 20 bracelets with ease. Rotate to select a color then click to add beads!

Magna-Tiles international@magnatiles.com

Hall 4, Stand A-59

Magna-Tiles, the original and leading magnetic building sets brand, is set to impress Spielwarenmesse 2025 attendees with its largest stand yet. Following its successful 2024 global campaign, Build On, the Magna-Tiles team is kicking off 2025 by unveiling an exciting line-up of new products that will continue to ignite the imaginations of young builders worldwide. These much-anticipated sets invite young children to explore the Magna-Tiles world with timeless themes and innovative play patterns, hallmarks of the brand’s surging popularity across the globe in recent years. The brand’s Spielwarenmesse stand promises to be an exciting showcase that celebrates innovation, imagination and the enduring appeal of a brand that has defined - and continually redefined - the magnetic building toy category for nearly 30 years.

Among these new introductions are the Castle and Castle DLX sets. Both feature adorable new characters and are perfect for sparking storytelling and imaginative play. Aimed at space enthusiasts aged three years and up, the Space set is truly out of this world. Complete with a rover for intergalactic explorations and a one-of-a-kind shuttle that doubles as storage for the pieces, this set is a great choice for kids whose imaginations extend beyond the stars. Completing the trio of new themed sets, Magna-Tiles will also be showcasing Builder XL. A follow-up to the perennial fan-favourite Builder set, Builder XL takes construction play to even greater heights. This set builds on the Magna-Tiles car chassis, which set the standard for the magnetic building category long ago, and now features new attachments for kids to plough, shovel, push and more.

Also making waves at Spielwarenmesse 2025 is the runaway hit, Micromags. These compact, on-the-go play sets have taken social media by storm and captured hearts worldwide, with one sold every 90 seconds. Fully compatible with all Magna-Tiles sets, including the company’s very first sets from 1997, these pint-sized Micromags pieces are perfect for travel. Kids can slip them into a bag, purse or even a pocket, for meaningful play wherever they go. To further expand on the play potential, Micromags pieces have also been combined with standard pieces in the new Combo sets, which come in a variety of configurations and price points to meet every budget. Builders can discover cool new ways to learn, play, build and create with these mixtures of standard-sized and Micromags tiles.

Often imitated but never duplicated, the Magna-Tiles brand remains at the forefront of toy innovation, pushing category boundaries and encouraging children everywhere to ‘Build On’ with its signature ‘Meaningful Play’ ethos. Designed to be simple enough for children as young as three years, yet captivating enough for older kids and the young at heart, MagnaTiles is timeless fun for all ages. These open-ended, compatible and instruction-free sets encourage pure imagination, allowing each child to create, build and explore their own way.

Hall 6, Stand A-30

Lisciani is looking forward to introducing Spielwarenmesse visitors to its latest innovative products alongside additions to its iconic existing ranges, offering a preview of what's to come in the year ahead.

A leader in pre-school educational toys in the Italian market, Lisciani offers a rich portfolio that includes the Carotina, Giocare Educare Montessori, and Life Skills ranges. Unique to the Giocare Educare Montessori line is the Montessori Pen. An ergonomic writing tool designed to teach children the correct pen grip, preventing postural issues and reducing muscle fatigue, this is a groundbreaking innovation in early writing education. Lisciani’s Life Skills range redefines traditional educational games. Each product is developed around the 10 life skills recognised by the World Health Organization, fostering well-being and emotional intelligence in children. Notable products in this range include Saying Goodbye to My Fears, Problem Solving and the Emotion Cards, all of which are designed to help children develop critical life skills in an engaging way.

Lisciani’s excellence extends into scientific toys, where the company ranks as the third provider in France. The I’m a Genius range captivates school-aged children with its hands-on traditional science kits. A highlight of the collection is the Bee Laboratory, which lets children carry out experiments to understand the behaviour and importance of bees for the ecosystem. With the new brand Slumi range, science becomes not only a truly hands-on educational experience but also an opportunity to help children manage stress. One of the standout products from the collection is Slumi Squish et Slime 2-in-1, a kit that allows children to create their own squishy characters and decorate slime with vibrant accessories.

In 2025, Lisciani will further expand The Moon Academy, its own creative toy collection. Inspired by the captivating allure of the moon, it features rich content, unique characters and activities designed to spark creativity through DIY and workshop experiences.

Lisciani holds licences for several major brands across Europe. Among these, for Disney, the company holds the licence for the Arts & Crafts category in EMEA, with standout products like the Stitch Lighting Table and the Disney Princess Projector. Lisciani also ranks among Mattel’s top licensing partners in Europe. A strong emphasis is placed on Arts & Crafts, as well as electronic entertainment, with products like the Barbie Headphones, Microphone and Speaker, along with the Barbie Print Cam, all combining innovation with fun.

Nuremberg

MGA Entertainment

0845 0533 333 | www.mgae.com

Hall 12.2, Stand P-08

MGA Entertainment is set to unveil a raft of newness at this year’s Spielwarenmesse. The company’s vast brand portfolio continues to introduce and develop innovative, creative and entertaining products which capture the love and attention of children across the world. Featuring the hottest new licences, groundbreaking play patterns and incredible product innovation, 2025 is set to be one of the biggest years yet for the company.

MGA’s Miniverse continues to thrive and leads the way within the growing kidult sector. At Spielwarenmesse, the brand will showcase extensions to its best-selling lines, including Make It Mini From Scratch. Each ball comes with realistic mini ‘ingredients’ and accessories so kids can make their own mini replicas of popular pastries and desserts. The brand will also reveal its new Make it Mini Makeup line, which allows fans to create and display their own real mini makeup items. A huge movie anniversary will also see one of the most innovative and exciting launches in the MGA’s Miniverse portfolio to date, helping to engage new audiences and take the brand to the next level.

Much-loved doll brand L.O.L. Surprise! continues to expand and inspire children across the world through its creative, innovative and on trend launches to elevate playtime. At this year’s Spielwarenmesse, the brand will display exciting new fantastical themed lines including its brand new L.O.L. Surprise! Fairies Tots range. Each of the eight fairy tots comes with their own beautiful set of wings kids can design with the included fairy dust and water. This will delight fans with a passion for arts & crafts.

In addition, the brand is continuing its successful partnership with iconic global brand Hello Kitty. The pair has teamed up to launch a second series, the L.O.L. Surprise! Loves Hello Kitty and Friends Tots. This will unveil eight new limited-edition tots to collect representing Hello Kitty. Each character comes with sweet surprises and accessories inspired by the characters themselves including Hello Kitty QT, Sweet My Melody, Cinnamoroll Swirl and Pochacco Bae. The new range will not only appeal to fans of L.O.L. Surprise!, but also resonate with the kidult market.

Popular fashion dolls brand, Rainbow High, has successfully continued its mission to spark colourful and creative confidence in kids through its bright and unique range of dolls and play sets. In Nuremberg, MGA Entertainment will showcase the brand-new Rainbow High Littles Playsets, an extension to the popular line-up of pocket-sized dolls which launched last year. The two brand-new play sets, the Rainbow High Little Pool Day with Blush Playset and Rainbow High Little Dessert Shop with Kandy Playset, each come with their own Littles doll and supporting accessories for even more added play value.

Little Tikes, a brand trusted by parents and grandparents for over 55 years, will be starting the new year with a huge new licensing announcement that will see it partner with one of the most loved children’s entertainment characters across the globe. In addition, the brand’s highly successful Little Tikes Story Dream Machine will also be on display, showcasing fresh story collections coming this spring which add exciting new licensed stories to the line-up, helping develop early years reading skills and bringing storytime to life.

Guests visiting Spielwarenmesse will also have a chance to discover MGA Entertainment’s wide portfolio of other award-winning brands including Bratz, Yummiland, GrossMos!, Pixel Petz and CarTuned, a distinctive new player in the collectible space that will appeal to and now the auto enthusiast community.

Leisure

John Leisure finished 2024 on a high and has a big year planned for 2025. The company also celebrated its 50-year licensing partnership with Disney. John Leisure enjoys strong partnerships with Paramount Universal, Mattel, Hasbro and many more, with new agreements due to be announced in the months ahead.

Pocket Money is a growth category for John Leisure. Its range includes licensed play balls, which remain the company’s key volume driver, followed by 2.5” and 6” licensed PU balls. John Leisure also offers a range of unlicensed PU balls at attractive price points, a licensed bubbles range which has garnered plenty of attention, licensed classic water games at affordable SRPs and licensed chalks. At the core of the range are balls. Footballs are a significant part of the business, available in different weights and sizes. Feedback from 2024’s preview season has been incredibly positive thanks to the footballs’ quality and prices, which means they deliver outstanding value for the end consumer. John Leisure’s 9” licensed playballs are available in a variety of popular licences.

Heritage brands such as Shoot and World Star have been around for a long time and are by far Europe's highest volume playball brands. The Super Derby ball range, meanwhile, delivers huge volumes and excellent retail margins.

The Lumistella Company

sales@lumistella.com

Hall 10, Stand I-09

The Lumistella Company, home of some of the world’s best-selling Christmas brands, is gearing up for an enchanting presence at this year's Spielwarenmesse.

As a co-exhibitor with HCM Kinzel GmbH, the company will not only showcase its expanding range of new products, inviting visitors to discover the magic of the official The Elf on the Shelf Santaverse (including characters such as the official The Elf on the Shelf, Elf Pets and Elf Mates), but will also celebrate the 20th anniversary of The Elf on the Shelf in 2025. With limited edition product lines, dedicated to evoking nostalgic holiday spirit and cherished traditions, this is an exciting opportunity to engage with the world’s greatest Christmas brands, meet the original The Elf on the Shelf mascot at the character parade and be a part of shaping holiday traditions for generations to come.

At the core of The Lumistella Company’s bestselling offerings is The Elf on the Shelf, a brand that has revolutionised Christmas. The Elf on the Shelf is a beloved global Christmas tradition. With more than 21m Scout Elves sold since 2005 and over 8.5m followers on social media, the brand has achieved iconic status.

This year’s Santaverse product range includes a variety of new additions alongside classic favourites. These products include new lines for the beloved Elf Pets collection. The Elf Pets Reindeer cuddly plush is accompanied by a beautifully illustrated storybook. Additions also include collectible new festive essentials for the Claus Couture and Polar Props collections, as well as Elf Mates, a fresh line of Santa-approved value-priced elves. Ideal for the price-conscious consumer, Elf Mates provides families with an affordable way to engage in the elf tradition, without missing out the wonder and charm of the North Pole magic.

The Desi Doll Company

The Desi Doll Company, a Queen’s Award-winning business and a pioneer in Islamic faith-inspired educational toys, is returning to Spielwarenmesse for the sixth consecutive year. Visitors will be able to discover the company’s latest innovations, meet founder Farzana Rahman and explore a growing collection of talking dolls, sound books and newly launched Islamic toys designed to inspire and educate. With the Muslim global market valued at $2.2t, The Desi Doll Company is on a mission to make Islamic toys visible on high street shelves. By creating toys that reflect Muslim children’s identities, Farzana is dedicated to fostering inclusion and representation in mainstream retail.

The Desi Doll Company will be showcasing three brand-new product launches at the show. These innovative toys bring fresh and engaging play ideas that educate and entertain. Visitors to Spielwarenmesse will be the first to see the new iread Quran Pad, Arabic Alphabet 6-in-1 Activity Play Gym and Cotton Candy Sky Sing-Along Book. They’ll also be able to see Q4 2024 launches such as the Arabic Alphabet Bath Time Toy, the Arabic Alphabet LCD tracing Pad and the best-selling Paint a Mosque sets. As the period of Ramadan and Eid is a time for giving, these new additions are perfect for families looking for meaningful and fun presents for children of all ages.

This year’s stand will also feature other best-sellers including Amirah the Nasheed Singing Princess Doll, Sheepy the Sleepytime Sheep, sing-along sound books, the My Little Muslim Friends collection and the original My Dua’ Pillow range of light & sound bedtime prayer pillows. The company continues to celebrate diversity, with offerings such as the Aisha doll, and Iman and Fatimah talking dolls, designed to reflect the vibrant Muslim community worldwide.

Celebrating two years of success with Selfridges across London, Birmingham, Manchester and online, The Desi Doll Company has expanded into new retail markets, including the British online retailer Very UK. Both retailers are now offering Desi Doll Company toys 365 days of the year, a testament to the growing demand for faith-based toys that resonate with Muslim families. The company’s toys are also available seasonally at Morrisons and Asda supermarkets, as well as at retailers in Gulf countries including Babyshop, Mumzworld, Kiddyzone and Lucky’s World. There are more partnerships on the horizon.

Buyers are invited to explore the full range, feel and experience the products first-hand, and chat with Farzana to learn more about the company’s mission and upcoming launches Visitors to the stand can also take advantage of special discounts only available during the fair.w

4A, D20-28 (brand activation Hall 4A, B-31)

After a record-breaking 2024, EXG Pro is hitting the ground running at Spielwarenmesse 2025. As the first major trade show of the year, it provides the perfect stage to showcase the company’s ever-expanding portfolio. With its focus on ‘FUNctional First Collectibles’, innovation remains the cornerstone of EXG Pro’s mission to deliver authentic licensed collectibles that resonate with pop culture fans globally. Alongside its iconic Cable Guys range, last year saw the addition of three exciting new brands. This means that for 2025, the company will be producing Cable Guys controller holders and phone stands, Holdems mini phone stands and device holders, licensed TWS Buds, (including the Pro bundle version) and Digiplates, metal collectibles with interactive digital elements.

To date, EXG Pro has enjoyed many triumphs with its existing licences, and in 2024 further grew its portfolio with new household names including Fortnite, Minecraft, Transformers, TMNT and more.

The company is always searching for new ways to engage the diverse demographics of its pop culture audience, so 2025 will see a slew of licensing launches benefit from the team’s passion and flair. The iconic and nostalgic Hello Kitty continues its resurgence by captivating families and younger audiences, while Peanuts remains a multigenerational classic. Powerhouse brands such as Fantastic Four, Alien and South Park will garner widespread fan support, while the anime/manga inspired Saka Moto Days, and the tabletop fantasy Dungeons and Dragons, will resonate with superfans. Gamers will also be delighted to see the addition of Doom and Astrobot, while cult classic Five Nights at Freddy’s also joins the lineup. This franchise, which benefitted from a movie launch in 2024, is welcoming more young collectors and gamers to the fandom. Other beloved franchises will be announced that will be sure to have pop culture fans buzzing.

Spielwarenmesse attendees can look forward to exclusive previews of EXG Pro’s 2025 range, potential first looks at prototypes and an exciting brand activation near the main booth. The team welcomes partners, buyers, licensors, and media looking to connect and explore opportunities for collaboration.

Hall 4A, Stand B-28

Following the sell-out success of the multi-award-winning Disney Stitch Puppetronic by RealFX, Wow! Stuff is further developing its emerging ‘Puppetronics’ category, delivering groundbreaking toys that reflect its ‘Looks Real! Feels Real! Sounds Real!’ mantra.

Wow! Stuff’s RealFX moniker is reserved only for the leading halo toys it creates in tier-one licensed brands. Building on this momentum, the company launches the Disney Angel Puppetronic by RealFX, capturing the mischievous characteristics of Stitch’s love interest. Like its Stitch counterpart, the Angel Puppetronic boasts unique features including a repertoire of language, realistic movements and touch sensors that elicit fun and endearing reactions. Disney Angel Puppetronic by RealFX will also be shipped as a special First Edition for collectors and fans, complete with Experiment 624 test tube style display packaging and First Edition certification.

Wow! Stuff will also unveil Chatty Stitch, Chatty Angel and Hawaiian Chatty Stitch. New lip-sync technology brings Stitch and Angel’s personality to life: sounds and phrases are synchronised with each character’s mouth as it moves. Kids can choose the character’s mood and hero sounds with a simple button function. When Chatty Stitch and Angel are placed close together, they chat and match moods, even entering a special ‘lovey-dovey’ mode when less than 10cm apart.

Extending the Puppetronics brand footprint further, a new own-character IP - RealFX Al the Alien Puppetronic - will debut at the show. Featuring fun, disgusting behaviours and sounds, this latest incarnation introduces a new talk-back element. Children can record their voice and Al plays it back with ‘alien’ effects synchronised to the mouth movements.

Wishtopia is a new in-house brand created to nurture children's imaginations and support their Mental, Emotional and Social Health (MESH). This magical realm helps kids navigate their emotions and build resilience through imaginative adventures. The highlight of the range is the Wishtopia Wishing Well, which encourages expression and makes wishes feel real. Another key product is the Wishtopia Secret Wishes Journal, unlocked with a pendant and whose password is revealed only with the included magical UV light pen. Each product in the Wishtopia range is designed to complement the others, creating a whole ecosystem of play.

Wow! Stuff debuts an all-new Harry Potter range featuring magical elements for fans of all ages. The Deathly Hallows Collection box set offers standout shelf presence. Fans can become invisible with a perfect replica of the original cloak, and recreate battling scenes, duelling spells or even draw a Patronus with the accompanying light painting wand and bonus app. Also new to the portfolio is the Mischief Managed Diary; the mischief can only be revealed using the invisible ink pen. The company has also revamped its best-selling products with new packaging inspired by the latest Harry Potter Style Guide.

Wow! Stuff has unveiled its new WWE-inspired toys and gift collection. Leading the range and reigniting a firm favourite of kids’ gameplay - thumb wrestling - is the collectible Thumb Wars Superstars. An array of WWE-themed gifts, toys and novelties taps into the energy and excitement of the WWE Universe.

Nano Pods unveils a refreshed packaging format, POS, and a new SRP pick-up price point, as well as new licences including Stitch, Marvel Spiderverse and Disney Princess, and S2 of the best-selling Wednesday range.

Scalextric (Hornby)

01843 233 500 | www.uk.scalextric.com sales@hornby.com

Hall 7, Stand B-18

Scalextric is revving up for Spielwarenmesse with an impressive showcase of innovative products designed to captivate racing enthusiasts of all ages. At the heart of this year’s line-up is the Fast & Furious Hot Laps Set, a must-see product that combines cinematic excitement with cutting-edge interactive features.

Racers can now experience the white-knuckle excitement of the Fast & Furious franchise in their own living rooms. The Fast & Furious Hot Laps set is billed as the ultimate homage to the blockbuster series, featuring Dom Toretto’s legendary Dodge Charger and Brian O’Conner’s iconic Toyota Supra. These cars are crafted with meticulous attention to detail, capturing the essence of the on-screen originals and bringing them to life on the track.

The set offers more than just impressive aesthetics: it transforms slot racing with an innovative checkpoint racing app. Combining elements of retro arcade racing games and modern slot car technology, the app delivers an immersive racing experience. Drivers simply place their smart device onto the included cardboard race gantry, select the mode and let the action begin. The app uses motion detection to count the laps, ensuring smooth integration with existing tracks and cars, and no extra hardware is needed. Launching in January 2025, this product will be supported by a comprehensive marketing campaign targeting Fast & Furious fans and families alike.

Beyond the blockbuster appeal of Fast & Furious, Scalextric will also unveil an array of new cars and sets designed to appeal to diverse audiences. Each product has been designed with a focus on Scalextric's USPs: precision-engineered tracks, high-quality car designs and universal compatibility, offering endless possibilities for creativity and competition. Scalextric is committed to supporting its retailers through its marketing and sales initiatives. For 2025, Scalextric is rolling out dynamic campaigns, including influencer partnerships, social media activations and in-store displays designed to showcase the thrill of slot car racing. Retailers can also request bespoke POS materials, promotional bundles and exclusive content to drive footfall and engagement.

To book at appointment with Scalextric, email the team on the address above.

Nuremberg YuMe Toys (Maxx Marketing)

Hall 12, Stand F-13

In 2025, a year of planned expansion and growth, YuMe Toys is stepping up its game at Spielwarenmesse with an expanded stand showcasing its largest collection yet of licensed collectibles and original designs.

Building on its Direct-to-Retail (DTR) strategy, YuMe Toys continues to thrive across the EMEA region, with fresh ranges launching throughout the year promising exciting opportunities for retailers. Following two years of streamlined operations and upgraded distribution networks, YuMe has solidified key partnerships and enhanced its presence in major markets. Its commitment to fostering stronger retailer relationships is supported by year-round open showrooms, encouraging closer collaboration.

YuMe Toys’ portfolio features some of the biggest names in licensing, including flagship lines Hero Box and Zoom Hero, alongside its renowned plush collection, DZNR.

Working with Sanrio, YuMe will launch Season Two of its Hello Kitty and Friends collectibles in spring 2025. Having celebrated Hello Kitty’s 50th anniversary in 2024, the expanded range introduces new characters and fan favourites with creative features. Highlights include 5cm and 7cm figurine collections in blind-box packaging, innovative keychains, light-up designs and memo stands, blending nostalgia with modern flair for the growing kidult audience.

The DZNR plush range will also include Hello Kitty alongside new favourites from Stranger Things, Squid Games and Jujutsu Kaisen. Combining unique fabrics, tactile 3D details and eyecatching packaging, these 7.5” designer plush continue to captivate collectors and families.

Debuting in 2024, Hero Box has become a standout collection featuring global icons such as Spider-Man, Lilo & Stitch, Harry Potter, and The Nightmare Before Christmas. These collectible figurine boxes capture each character’s essence in a creative, collectible format, garnering fans worldwide.

YuMe Toys will also showcase complementary ranges across leading IPs from Disney, Marvel, Jujutsu Kaisen and others, through its own lines Zoom Hero, Pocket Hero, Squish Hero and Bobble Hero, ensuring there is something for every collector.

Nuremberg Craft Buddy

020 3417 6565 | www.craftbuddyltd.co.uk trade@craftbuddyltd.co.uk

Hall 4, Stand D-10

Building on an outstanding 2024, Craft Buddy is bringing its most expansive range yet to Spielwarenmesse. Alongside its signature Craft Buddy original designs, and with four stunning product launches slated for Q1 alone, Craft Buddy continues to work alongside licensing partners including Disney, Warner Bros. Discovery, Peter Rabbit, Marvel, Star Wars, L.O.L! Surprise and DC.

Leading Craft Buddy’s spring 2025 launches is the enchanting Harry Potter Crystal Art Sticker Album. Designed and developed in-house, this album brings the magic of Hogwarts to life through crystal art and crafting creativity. Building upon its partnership with Warner Bros. Discovery, the Harry Potter Crystal Art Sticker Album sets a new benchmark in covetable and collectible products.

The Starter Pack includes a captivating 102-sticker album and two blind bags with three stickers in each. Additional blind bags can be purchased to complete the series. First, fans craft each sticker with sparkling crystal gems and then place them in this 16-page special collectors’ album, featuring iconic locations and scenes from the Sorting Hat ceremony to the Quidditch pitch. Crafters can immerse themselves in the familiar themes of friendship, bravery and magic, supported by a dedicated HP102 Crystal Art Sticker Album Facebook Group that will create a Harry Potter wizarding world community in which fans can share inspiration, swap stickers and enjoy conversation with likeminded crafters.

Leveraging the surging popularity of collectibles and blind bags, Craft Buddy is launching its Crystal Art Pin Badge Collection, an innovative 2-in-1 Crystal Art product that taps into the latest must-have trend. Adding sparkling flair to jackets, bags and accessories, and blending style and creativity, this blind bag collection showcases 15 iconic Disney characters including Mickey & Minnie Mouse, Aladdin, Stitch, Pinocchio, Simba, Elsa and Olaf. Each 6cm product can be displayed as part of a collection when not worn.

Hall 1, Stand C-13

PMS International is presenting its extensive range of popular licensed and own-brand toys at Spielwarenmesse this year. Back by popular demand is the hugely successful Elves Behavin’ Badly brand, a festive favourite that has been bringing joy and laughter to households worldwide since its debut in 2017. Backed by remarkable growth in the European market over the past couple of years, as well as expanding international popularity, PMS International is introducing new products and strategic licensing partnerships to elevate the brand's festive offerings and appeal to a wider customer base. Innovative marketing strategies, including social media campaigns and collaborations with influencers, have further enhanced the brand's outreach and engagement. In partnership with HookedByBex, PMS International is also introducing the UK's best-selling affirmation doll, Positive Potato. Created by Bex, the innovative force behind the brand, Positive Potato gained global popularity upon its online debut in July 2022. Now, retailers can join the journey of spreading positivity on a large scale. Bringing to market a diverse range of collectible crochet dolls, giftware, tote bags, stationery and more, this licensing partnership offers retailers new opportunities to elevate their product offerings and drive sales growth.

New for 2025, PMS International will be introducing the much-anticipated kawaii-inspired Mochi Pop collection. Set to be a standout in the market, these plush characters, including the Plant Pot Mochi Pop, are poised to captivate consumers with their irresistibly cute designs. The collection reflects the latest trend in the toy industry and promises to offer a unique and compelling addition to the market. With their undeniable appeal and high-quality craftsmanship, the Mochi Pop collection is sure to resonate with both children and adults alike.

PMS International continues to expand its licensed portfolio with the addition of the highly sought-after brand, The Grinch Christmas. Serving as licensee across Europe and the Middle East, PMS’ new collection captures the essence of the festive season with a diverse range of decorations, including Christmas stockings, tree ornaments and gift bags.

2025 will be a big year for The Smurfs thanks to the highly anticipated release of a new film this summer. As the licensee for The Smurfs in the entertainment industry, PMS International offers an opportunity for Spielwarenmesse visitors to immerse themselves in this iconic brand with an array of innovative and engaging products.

PMS International’s Softlings - Foodies will also be taking centre stage this year. These fun food and drink shaped plush toys have rapidly become a top-performing brand in the market. Now with over 60 styles to choose from, the brand will be debuting a collection of multipacks, including a box of smiley eggs, a series of blind bag mini plush surprises boasting 16 characters, and collectible mini figurine characters in a blind box, with eight designs to discover. Expanding the Softlings collection, new Softlings - Universe, a cute selection of plush toys inspired by tools and workplace characters, will be presented at the show.

Nuremberg

Santoro

020 8781 1104

sales@santoro-london.com www.santorotrade.com

Hall 1, Stand E-01

To celebrate an incredible 30 years since the inception of its award-winning Swing Card collection, Santoro is releasing a special collection of nine brand-new Swing Cards, each one celebrating a milestone birthday. With every card, recipients get more than just a message: they’re presented with a piece of art that pops up, swings and dances before their eyes. In a world of throwaway greetings, Swing Cards have remained the ultimate keepsake among consumers, dazzling over 20m recipients with their magic. The brand’s level of intricate design, engineering precision and long-lasting appeal is a true testament to Santoro’s reputation as the original 3D pop-up innovators. Since its debut in early 2024, Bangoberry has quickly become a sensation, winning hearts across all age groups. Finding itself aligned with the cultural kidult trend, the unique brand taps into nostalgia for adults while also sparking imagination in younger audiences. In 2025, Bangoberry expands with an exciting line-up of new lifestyle and stationery products. Alongside the introduction of new characters to the beloved Bango Bunch, customers can expect updates to classic items such as the cuddly, animal-eared Mini Rucksacks alongside brand-new creations, such as the Bangobob Charm Pencil Cases. Staying true to the brand’s mission of inspiring creativity, these vibrant zip cases come with a starter-set of Bangobobs, collectible rubber charms that are perfect for trading, collecting and personalising Bangoberry lifestyle items.

Hall 10, Stand H-13

Orchard Toys will be showcasing its new Baby and Toddler collection at Spielwarenmesse 2025. This play, discover and learn range is a delightful new collection for babies and toddlers aged nine months and up. Designed with younger children in mind, the toys combine Orchard Toys’ renowned quality with a commitment to sustainability, using eco-friendly materials and non-toxic finishes. The result is Orchard Toys’ first range to feature beautifully crafted wooden products, all presented in a gentle colour palette. Perfect for nursery and toy retailers, the range brings Orchard Toys expertise to early years play, offering timeless charm and lasting value.

Leading the collection is the beautifully illustrated Under the Sea wooden nesting puzzle. Perfect for kids aged one year and over, this engaging wooden set features a chunky puzzle board and five sturdy, beautifully illustrated pieces. It is perfect for little hands and designed to endure the rigours of everyday play. Featuring a whale, shark, octopus, turtle and starfish, each sea animal piece nests within the next, allowing children to explore size differentiation while strengthening development skills such as fine motor skills and hand-eye coordination, as well as promoting independent learning and early problem-solving.

Ideal for toddlers from 18 months, the Match and Feel set includes five chunky, two-piece puzzles, each featuring unique textures. This provides a multi-sensory experience to support children’s early development in a fun, playful and engaging way. There are five jungle animal puzzles: lion, zebra, snake, giraffe, elephant and crocodile. Each animal has its own unique texture; the soft mane of the lion and the leathery skin of the elephant, for example. This touch and feel collection is both stimulating and appealing for babies and toddlers. The See and Sound giant flashcards are designed to introduce babies and toddlers to farm animals and the sounds they make. The set includes 12 beautifully illustrated animal pairs across 24 extra-large, chunky flashcards, perfect for little ones from nine months. In addition to helping children recognise familiar farm animals, the cards can be used for a simple pairs matching game as children grow. The durable and chunky flashcards are robust enough for repeated use. The set also includes an 8-page activity guide featuring step-by-step instructions and additional activities using the flashcards, to support parents as they encourage the development of their baby.

Woodland Puzzle is a charming, fun and educational chunky woodland puzzle designed for toddlers and pre-schoolers. The seven chunky, easy-to-hold woodland animal pieces - badger, fox, hedgehog, frog, deer, owl and squirrel - support early development by improving hand-eye coordination, fine motor and matching skills. Encouraging imaginative play, the wooden pieces are also designed to be used independently for storytelling and role-play

Nuremberg

Hornby Hobbies

Hall 7, Stand B-18

Hornby is gearing up for Spielwarenmesse with two key product updates that will continue to drive excitement through 2025: the Playtrains High-Speed Train Set and the new Santa’s Express Train Set.

The Playtrains High-Speed Train Set is specifically designed for young enthusiasts, offering a simple yet thrilling introduction to the world of model trains. This entry-level set has already found its place in the homes of many young train fans, providing hours of entertainment with its intuitive controls and exciting high-speed experience. The ease of use makes it a perfect product for families looking for a fun, engaging toy that is easy to set up and enjoy.

Looking ahead, Hornby is teasing the launch of new additions to the Playtrains range, which will be unveiled in early 2025. These new sets will expand on the success of the original Playtrains range, offering fresh ways for kids to engage with the world of model trains.

For those looking ahead to next Christmas, Hornby’s new Santa’s Express will be a must-see at Spielwarenmesse 2025. Featuring lights, sound effects and high-quality models and track, this set is an ideal addition to family Christmas traditions and offers a fun, interactive way to create lasting memories around the Christmas tree.

A key feature of the new Santa’s Express is that it’s rechargeable, allowing for long-lasting play without the hassle of constantly replacing batteries. Additionally, Santa’s Express is designed to be fully compatible with other Hornby toy train sets, meaning it can be integrated into existing layouts, offering flexibility and room for expansion. Hornby’s focus on quality ensures that Santa’s Express can be enjoyed year after year, maintaining its role as part of Christmas celebrations.

The Playtrains High-Speed Train Set and Santa’s Express will be featured alongside Hornby’s other offerings, with a focus on delivering engaging, interactive experiences that cater to both the next generation of hobbyists and seasoned collectors.

To book an appointment with one of the team members, email sales@hornby.com

Canenco

Hall 12, Stand A-21

For over 41 years, Canenco, an Amsterdam-based product development company, has been a trusted partner in cosmetics, arts & crafts, surprise and novelty toys, and stationery, within own brands such as Create it! and for licensed ranges based on properties including Stitch, Spidey and Gabby’s Dollhouse.

This year, Canenco's Spielwarenmesse stand will showcase completely new brands and exciting updates within its well-established lines. At the heart of the showcase are the company’s key collections, Create it! and Candy Explosion cosmetics. Both cater to tweens (core 8-12 years) that want to be bold, have fun and be proud.

Young beauty enthusiasts have the chance to experience real makeup in a safe and playful way with the Create it!, EU safety-tested, vegan, vibrant cosmetic lifestyle brand. Create it! comprises over 200 SKUs and is the EU market leader, being sold in more

than 40 countries worldwide. The collection features makeup essentials including bold lip colours, glitter eye shadows and dazzling nail polishes. At Spielwarenmesse, visitors can catch a glimpse of the company’s TikTok marketing campaigns as well as the new products set to launch later in 2025.

Suitable for younger beauty fans, Canenco proudly presents Lulu Blush, a water-based, vegan and completely safe makeup collection that introduces kids aged 4-7 years to the world of cosmetics in the gentlest way possible. The sparkling and colourful products of Lulu Blush provide a magical first makeup experience that delights children in a safe way. Canenco is also presenting the latest new additions to its spray pens, aqua colouring, diamond painting and other crafting lines, across popular brands such as CutieCrew and licensed collections based on Disney and Marvel's property portfolio, as well as Spin Master’s Paw Patrol, Gabby’s Dollhouse and newcomer Unicorn Academy. Joining these properties for 2025 is the Wizarding World of Harry Potter.

Visitors to Canenco’s Spielwarenmesse stand will be able to experience the warm hospitality of the company’s team, with account managers will be on hand to share Canenco’s philosophy and how its mission brings happiness to children through innovation, creativity and fun.

Nuremberg

Hall 12.2, Stand P-15

2025 marks the 80th anniversary of Mattel. For the past eight decades, the company has been inspiring generations with iconic toys and experiences while giving back to those in need. Mattel will be celebrating this milestone at Spielwarenmesse, as well as other events throughout the year.

Ready to showcase at Spielwarenmesse, Mattel’s lineup for spring 2025 includes a diverse array of offerings across iconic brands such as Barbie, Fisher-Price, Hot Wheels and Mattel Games.

Barbie offers children limitless possibilities. The Barbie Fantasy Dress-Up Doll is perfect for imaginative play. This new set allows children aged three and up to mix and match over 10 looks. With eight accessories, including a mermaid tail, fairy wings, skirts and royal jewellery, kids can style Barbie for adventures that span sea, sky and beyond. The vibrant colours and varied decorations bring out the magic in every transformation. This product supports engaging storytelling and enhances fine motor skills, making it a versatile gift for young dreamers.

For those seeking high fashion, the Barbie Deluxe Style Dolls deliver unparalleled glamour. The Barbiecore-inspired aesthetic shines through pastel dresses, oversized bows and layered accessories like pearl sunglasses and statement jewellery. With jointed limbs for runway-ready poses, this doll caters to children and collectors alike. The assortment allows for expansive play and style exploration, emphasizing creativity and self-expression.

Combining unboxing excitement with creative play, the Barbie Party Unboxed Doll and Accessories series offers 10 surprises, including a themed doll, accessories and a mini pet. The Birthday Bows set, part of the Pet Birthday Series, features mix-and-make dough for decorating a two-tiered cake. Interactive elements like colour-changing features on the doll’s face and pet amplify the fun. Ideal for ages three and up, this line encourages imaginative play with sensory and tactile components.

With Fisher-Price, children can experience playful learning and sensory exploration. The Fisher-Price Snuggly Snacky Capy is a plush capybara that is designed for sensory engagement, featuring textures, vibrant colors and fun sounds. With accessories like a crinkly leaf, watermelon rattle and squeaky orange, it supports fine motor development in infants. BPA-free teething elements add practicality for parents. Compact yet packed with playful features, it’s perfect for newborns at home or on the go.

The Fisher-Price Laugh & Learn Smart Stages Puppy comes with over 80 songs, sounds and phrases. This interactive toy introduces babies to the alphabet, shapes and more. Its Smart Stages technology ensures developmental alignment from six months to three years. Multi-language options broaden global appeal, while its light-up heart and music captivate young learners.

An innovative stacking toy, the Fisher-Price Adding Alligator teaches counting and basic arithmetic through interactive play. Numbered blocks double as teaching tools for addition and subtraction as kids "feed" the crocodile. Designed for ages three and up, it’s both an educational and entertaining option for pre-schoolers.

Hot Wheels is set for action-packed adventures in 2025. The Hot Wheels T-Rex Blaze Battle is a thrilling playset that pits kids against a towering T-Rex in a race to save Hot Wheels City. With three outcomes—getting eaten, refueling or defeating the dino—it’s a dynamic challenge for children four and up. The interactive elements, such as spinning eyes and shaking arms, add immersive fun while teaching persistence and determination.

Celebrating the 50th anniversary of Bigfoot, Monster Trucks Loop-and-Flip Trophy Challenge offers two play modes—forward loops or backflips—into trophy cups with varying difficulty.

Featuring a die-cast Bigfoot truck with exclusive deco, it’s a must-have for young stunt enthusiasts and collectors.

In 2025, Mattel Games will be reinventing a classic with Uno Teams and Uno Add-On Packs Assortment. Uno Teams is a new take on the classic Uno game, introducing cooperative gameplay for two-player teams. Special rules and cards enhance teamwork, adding a fresh dynamic to a timeless favourite. Perfect for family game nights, Uno Teams retains its core simplicity while offering new layers of strategy. The Uno Add-On Packs Assortment offers themed packs that add excitement to traditional Uno with unique mechanics like stacking or swapping cards. Easily integrated into the main game, the packs offer endless customisation, making them ideal for casual and

With Mattel’s Adult Collectibles, nostalgia is meeting modernity, starting with the Masters of the Universe Origins Cartoon Collection She-Ra.

Celebrating the 40th anniversary of She-Ra: Princess of Power, this 14cm action figure

articulation. Complete with iconic accessories and a mini-comic, it’s a standout collectible for

World Hammond Collection Allosaurus  dinosaur figure captures the essence

articulation, realistic glass eyes and a movable tail, it’s an essential addition to any Jurassic World enthusiast’s

Nuremberg ClipToys

www.cliptoysmagic.com

Hall 10, Stand F-11

For over 25 years, ClipToys has been delighting families with toys that bring laughter, wonder and creativity into homes. Whilst the company has been a successful distributor and retailer for decades, it only began exporting last year. Within just 12 months, it has launched in 22 countries, partnering with the best distributors in each market. More than 50% of its clients have already placed re-orders, a testament to the quality and appeal of ClipToys’ products.

The company’s journey into exports began with the Magic line, which quickly captivated kids and parents alike with its vibrant packaging and irresistible charm. These colorful boxes have been developed to make shoppers stop, smile, and add them to their trolley. The Magic line is supported by helpful instruction videos, allowing kids to play independently. The videos are mimed, so there is no need for the children to know how to read and they can easily learn the tricks by themselves.

ClipToys has a deep understanding of the toy industry and knows the challenges its clients and their customers face, from balancing costs to ensuring products sell-through strongly. The company has therefore made it its mission to offer competitive pricing, guaranteeing some of the best margins in the market. ClipToys’ packaging, meanwhile, is designed to offer global appeal and is fully customisable for each country. By simply scanning a QR code, customers can access localised instructions and content, ensuring a seamless experience no matter where they are.

At this year’s Spielwarenmesse, ClipToys is unveiling three new product lines. ClipToys Arts & Crafts encourages creativity and imagination via beautifully packaged craft kits, all of which are also supported by instructional videos. Joining Arts & Crafts is Magnets, magnetic toys that blend fun and functionality to spark curiosity and play, and Balloonz, which add joy to any celebration with their innovative designs and packaging.

Each of these lines stays true to ClipToys’ philosophy. With their eye-catching designs and unbeatable pricing, each is available in quantities that make sense for every distributor or retailer, whether a toy shop, gift store or a discount retailer. Visitors to the stand are invited to explore ClipToys’ new lines, discover its tried-and-tested favourites, and find out how the company can help bring more smiles to the faces of customers. To schedule a meeting, contact Adrienne Abrevaya at adrienne@aa-globalink.com

IMC Toys is set to unveil a host of new products for 2025 at Spielwarenmesse.

With the Cry Babies 2025 refresh, IMC Toys continues to deliver new features that captivate young hearts and inspire imaginative play. These dolls are designed to engage little ones in endless hours of nurturing fun and imaginative play. Whether it’s taking their first steps, enjoying mealtime antics or following a soothing bedtime routine, the brand offers a host of play patterns and possibilities.

Coney, Dreamy and Lucy are learning to walk, and the Cry Babies My First Steps dolls have been designed to bring this milestone to life. Little ones will enjoy helping these babies make their first wobbly steps while creating unforgettable memories together. Just like real babies, the dolls cry new tears when their pacifiers are removed. Kids simply reinsert the pacifier for instant comfort and can watch their tears stop as they’re soothed.

The new Cry Babies Mealtime Dolls have the most realistic feeding reactions yet. Children can offer them a spoonful of food and discover whether they love it or not. If it’s a hit, they’ll hear “yummy” sounds, but if it’s not, there will be some playful spitting. After the meal, they can complete the routine with a burp to add a touch of authenticity to the experience.

Bedtime just got a lot more exciting with Cry Babies Jenna’s Sleep Routine. This interactive doll is ready to snuggle down, and children can take care of her as she prepares for bed. The included baby monitor adds a layer of immersive play, keeping little caregivers in the loop about Jenna’s needs. From soothing her with a lullaby to addressing her cries, Jenna teaches children responsibility and the importance of a calming nighttime routine. It’s the perfect blend of pretend play and learning, making bedtime a fun and cherished activity.

Visitors to IMC Toys’ stand will discover this new range of products that lets children experience the joy of walking, feeding and bedtime routines with their interactive baby friends. To arrange an appointment, get in touch on the details above.

Nuremberg

Tomy is returning to Spielwarenmesse in 2025 with a portfolio jam-packed with innovations across multiple categories and brands. Plans for the fair include a spotlight on an exciting innovation in the Boys Action space – Dōteki. This dynamic battle system puts kids at the centre of the action in a flexible arena designed for multiple players. The experience features elemental factions and unique characters which appeal strongly to the target audience.

Games continue to be a key category in Tomy’s portfolio. 2025 sees the launch of a broad range of new lines for different audience segments. Leading the way is the Human Controller family party game, which must be experienced to be believed. Players face multiple challenges as teams - but will they choose to control, or be controlled? In addition, the Drumond Park portfolio expands further with The Logo Disney Board Game, a magical new version of the UK’s favourite logo game including fan-favourite Disney character playing pieces. In the kids’ space, visitors to the stand will be able to try out the nerve-jangling ‘don’t-make-a-sound’ game Extreme Silence, which is expected to top kids’ Christmas lists in 2025.

Across the Infant & Pre-School category, Tomy will be showcasing new lines for its trusted Lamaze and Toomies brands. Building on its strength in bath toys, the company will be adding to its range of best-selling Bluey bath toys and showcasing two new Bluey bath lines: Shower and Scrub Bluey and Bluey’s Waterslide.

Visitors can also get a first glimpse of the Fat Brain Toys launching across Europe for autumn/winter 2025. Hot on the heels of Air Toobz, a best-selling line in 2024, PlayTab is a modular, sensory activity board for babies and toddlers, while Magshuto is a finger-driven, magnet-fuelled adventure of trick shots and stunt battles for kids aged 6-10.

Tomy, with the Mood Bears team, will also be showcasing the updated Mood Bears plush range. Available early in spring/summer 2025, the new bears have been refreshed in look and feel as they continue to help support mental health and wellbeing.

In 2025, Learning Resources is kicking off its fourth decade of bringing to market exceptional educational toys with the launch of over 90 exciting and innovative products designed to inspire learning through hands-on play.

New additions to the company’s early years range include the Shape & Colour Garden, Seymour the Counting Shapes Sea Turtle, and the Seaside Pounding Bench, all of which are made from recycled materials. Learning Resources is also producing more wooden products, adding a lovely tactile quality to its fine motor Pattern & Sequencing Wooden Boards and Count & Match Wooden Set, as well as its new Mindful Maze Fidget Boards.

The company is particularly proud of its expanding range of social-emotional learning (SEL) aids. The latest additions to the Express Your Feelings Sensory Bottles and the Soothing Space Sensory Fidget Set offer children even more opportunities to explore mindfulness and understand their emotions.

Critical thinking is another focus area. Children and adults alike will enjoy the challenges offered by the best-selling Kanoodle, Scramboozle Puzzle Ball, Brainometry Cubed, and Upzzle The Strategic Stacking Puzzle Game. BrainBolt Boost, meanwhile, introduces younger players to the memory training magic of the best-selling BrainBolt. With their compact sizes, these games are perfect for travel and are ideal for keeping curious young minds engaged whether at home or on the go.

This year marks Learning Resources’ fifth anniversary of bringing the enchanting world of Numberblocks to life with its ever-expanding collection of award-winning toys. By popular demand, the company is introducing the new MathLink Cubes Numberblocks 21–30 Activity Set, which allows children to use MathLink Cubes to create Numberblocks One to Thirty and build on what they’ve learned from earlier sets.

Younger fans will also be captivated by the Numberblocks One to Five Sensory Bottles, love cuddling with Playful Pals Six, Seven, Nine and Ten, and enjoy learning with the new Sing-Along Superhero Octoblock interactive plush toy. The tactile experience provided by the Numberblocks One to Five Wooden Blocks invites kids to explore early number sense through hands-on play, while the unmissable new Add It Up Mini Market Figure Playset is joined by a fresh twist on a childhood classic - the Numberblocks Dominoes Set.

Learning Resources finished 2024 on a high, achieving its best-ever PR and social media reach. Bolstered by features on television and Kanoodle flourishing on TikTok, the company is entering 2025 with even more innovative content projects ahead. Readers are advised to keep an eye out for partnerships with education experts and parenting influencers, which will deliver engaging content that will enhance its connection with audiences and broaden its reach.

The company is also looking forward to collaborating with its trade customers to create tailored marketing campaigns that support their online and in-store promotions and activations.

One For Fun

Hall 4, Stand F-95

One for Fun is launching a new, exclusive range of Bburago F1 products. Covering all 10 teams, with a focus on the winning drivers, the range lets collectors and fans alike get their F1 fix in the form of the most accurate die cast and remote-control vehicles around. The sport will be in the spotlight this year thanks to the launch of blockbuster movie ‘F1’, which stars Brad Pitt alongside several leading drivers. Series 7 of Netflix’s smash series Drive to Survive, meanwhile, is also scheduled to land in 2025. The One For Fun team is happy to escort visitors to Maisto and Bburago’s large stand at Spielwarenmesse to see what’s on offer for the UK in the coming months.

Sensory, fidget and food have been identified as major trends for 2025, and HGL is launching Micro Fidgetz Series 2. The awardwinning concept combines blind bags with collectability in this range of 25 additional playable Micro Fidgetz.

Pick n Pop Bracelets tick every box for creative, sensory fun. The silicone pads are packed with brightly coloured beads in a variety of designs, from hearts to happy bees. Charms and crystal string allow the beads to be popped out of the silicone. Children can make and gift their very own designer bracelets; the beads make an immensely satisfying ‘pop’ when they are picked. One For Fun also introduces the ASMR ball, designed to trigger the Autonomous Sensory Meridian Response. This 6cm ball is filled with beads that create satisfying sounds and textures as they are squished. Squishy and sensory axolotls and capybaras are growing in popularity. More lines will be added in 2025 along with a fidget burger and fidget hot dog. The Scrunchems sensory range from Tobar welcomes new themes including stretchy, squishy, emoji, shiny, sparkly, cute and foody. The Happy Little Squish Ball is filled with smiley faces, making it great for stress relief and reminding loved ones to smile. Those seeking a winning combination of sensory and food, meanwhile, should take a look at the Make Your Own slime pizza, slime burger, slime pancakes or slime ice cream range. The ‘ingredients’ are packaged separately and come with instructions on how to combine them to make a favourite slimy food.

The best-selling Animigos plush range introduces Animigos Funky friends this year. These 24cm plush pals have cute smiley faces and come in a wide variety of guises: Sunflower, Daisy, Tulip and a lush green Succulent lead the way, or there’s healthy Aubergine, Pineapple or Avocado. Fans of fast food can choose anything from a Burger and Bubble Tea to French Fries, Pizza or Tacos. BB Junior caters for all nursery needs, including bathtime and first vehicles. All products are crafted in attractive Scandi designs and bright colours, making them both sturdy and stylish as well as fun for little hands.

For the Ozbozz range of outdoor toys, 2025 will see the introduction of new lines including a new range of scooters and pogo sticks.

Hall 4, Stand D-60

Keycraft has been supporting retailers with wholesale impulse toys and creative point-of-sale solutions for 50 years. As a result, the company understands that every retailer, small or large, young or established, regularly faces new challenges and opportunities and is here to help. An expert in turning low-value products into highprofit sales, Keycraft uses proven methodology and offers a holistic consultancy service that helps its partners succeed.

The company is expecting its retail display stands to be the centre of attention at Spielwarenmesse. These stands entice children and adults alike to browse the range and find something that suits their tastes. The stands’ creative and theatrical designs attract all age groups and ensure the products are accessible for everyone, leading to increased impulse purchases. This year, Keycraft has created some eye-catching new display designs, including a Pirate Ship and a Dinosaur display which can both be viewed in person at the fair.

Visitors can also discover Keycraft’s new trend-led 2025 pocket money range. Featuring everything from stretchy cars to cute axolotl toys, the company says it has created its best range yet. It will also be showcasing its much-loved best-sellers; from popular toys to timeless classics and nostalgic retro gems, the company’s trusted range promises to bring fun and character to any store. Additionally, its premium packaging, innovative display solutions and design skills will enhance the retail space.

Affordable and collectible, Keycraft has created what the company is calling ‘the ultimate impulse purchase toy collection’. A complementary expansion to its existing, best-selling Living Nature premium stuffed animal range, Little Living Nature is irresistibly cute. Keycraft’s existing small plush toy range enjoyed strong growth in 2024r, and this expanded range is designed to add exciting elements of collectability and play value to keep customers coming back for more.

From charming plush keyrings and playful snap bands to pocket-sized dress-up animals, each Little Living Nature toy is crafted with meticulous attention to detail, ensuring that every small toy creates a big smile. Perfectly priced for impulse buys, these delightful, collectible toys fit right in the palm of a hand, making them the ultimate pocket-money treat. Readers are advised to place their orders now, as Keycraft has already taken a significant number of pre-orders and demand will only increase following Spielwarenmesse.

Home of educational play

Kidiz (Kidi Communication)

Hall 4, Stand C-89

In today’s fast-paced world, ensuring children’s safety while staying connected has never been easier. Kidiz Watch introduces smartwatches for kids, offering innovation, simplicity and security. This gadget is revolutionising how parents and children communicate, offering a smarter, safer alternative to traditional smartphones.

Kidiz goes beyond standard gadgets. Parents can quickly check the location of a child walking home from school through the dedicated Kidi Watch parent app installed on their phone. If help is needed, pressing SOS instantly sends a notification to the parent’s Kidi Watch app and automatically calls chosen numbers, delivering peace of mind for families.

With Kidiz Watch, safety is the heart of the experience. The built-in GPS and SOS button keep help close at hand, parents can check their child’s position in real time via the Kidi Watch app, or call to see if they’re home. Kidiz is ready to use straight out of the box, making it a simple, all-in-one solution.

Kidiz Watch is designed with families in mind, offering features that make everyday routines smoother and safer. School Mode ensures it stays silent and distraction-free during lessons, while options like blocking unwanted calls add an extra layer of safety. Parents can personalise the experience by selecting apps such as WhatsApp. These features empower kids to enjoy their independence while giving parents the tools they need to stay connected and confident.

Kidiz drives success for retailers and distributors, providing expert training, innovative marketing tools and standout retail displays. With dedicated, full customer service and technical support, Kidiz ensures customer satisfaction and loyalty. Limited-edition smartwatch collections, featuring exclusive designs created specifically for retail partners, make Kidiz a standout, high-demand offering both instore and online.

In 2025, Kidiz Watch will feature Kidi Pay, an optional payment system built into the smartwatch. This function will allow parents to preload funds, enabling kids to make safe, cashless payments up to a set limit and teaching financial responsibility while keeping spending secure.

Hyper Toy and Bicycle Company

Hall 7, Stand A-80

For more than three decades, Hyper has been committed to creating exceptional products that bring fun to people of all ages. Founded in 1990 by former pro BMX racer Clay Goldsmid, Hyper Bicycles started as a rider-owned brand and proudly continues that tradition today. Since its inception, the company has produced millions of bicycles and expanded its expertise into the toy industry with a diverse range of products including e-mobility, scooters, ride-ons, and remote control vehicles.

At Spielwarenmesse 2025, Hyper is introducing the all-new Hyper Roller. An industry-first, with ball wheel technology, a colour changing LED grill and racing stripes, it moves in any direction and defies standard RC performance. Visitors to the fair should also watch out for the New Hyper Mini LED light-up RC race trucks. These mini beasts have all the performance of the real thing and a full race look, packed into a mini, light-up LED body. Available at a very attractive price point, kids will want to collect them all and race their friends.

In the ride-on space, Hyper is introducing the Mercedes AMG GT3 12V. Offering a thrilling driving experience for kids, this product comes equipped with working lights, two opening doors, a racing tail wing and a remote control for additional play value. The company is also launching the Hyper HPR900 UTV 12V, a mega-sized, two-seater ride-on that offers excellent value for money. Hyper is tipping this to be in demand in 2025.

The e-mobility sector continues expand. To reflect this, Hyper will be launching an all-new off-road hoverboard that offers the best performance possible at its price point in the market. The hoverboard will launch alongside a high-performance electric balance bike, which leverages Hyper’s expertise in the premium bike market for smaller kids.

Hyper takes fun seriously. Its goal is to ensure kids have as much fun with its products as the company does designing them. Hyper supports its sales efforts with dedicated websites, active social media engagement, sponsorships and partnerships with high-profile BMX athletes. It is also committed to grassroots marketing, nurturing the next generation of riders and giving back to the sports that helped shape the brand.

FoxMind Toys & Games

Hall 10.1, Stand A-15

Advance Games by FoxMind has announced its participation at this year’s Spielwarenmesse and invites visitors to explore its latest innovative releases and bestselling favourites, thoughtfully designed to captivate players of all ages.

TaleOrMem aims to help players unleash their creativity and memory skills. This storytelling game challenges players to craft imaginative tales using picture and word cards while listeners focus on key elements to score points. Designed for players aged 8+, TaleOrMem blends improvisation, focus and fun, and is ideal for families and game groups alike.

Match Master – Fairy Tale Edition enables users to experience a magical twist on a classic favourite. Featuring enchanting fairy tale-inspired artwork, Match Master –Fairy Tale Edition offers two fast-paced mini-games in one. Players can sharpen their reflexes as they spot cards matching the category or search their hand for a match with the central card. Simple to learn, this game can be enjoyed by players of all ages.

In Parasols Beach, players compete to claim the best spots on the shore by strategically placing their parasols near the ocean's edge, clustering their colours and building neat rows. With its light-hearted yet challenging gameplay, Parasols Beach offers hours of sun-soaked fun for families and tile-game enthusiasts alike.

Swish is a dynamic game of visual and spatial reasoning featuring stunning, transparent cards that challenge players to align balls perfectly inside hoops across multiple cards. With multiple difficulty levels, Swish adapts to every age and skill level, promoting cognitive skills like spatial awareness, concentration and problem-solving. Whether played solo or in groups, Swish offers fast-paced, brain-boosting fun for all.

Visitors to FoxMind’s stand booth will experience hands-on demos and get to play the company’s games firsthand. The expert team will be there to provide personalised recommendations, answer questions and share insights about its games.

Konami Digital Entertainment B.V.

Konami returns to Spielwarenmesse with an exciting showcase dedicated to Yu-Gi-Oh! TCG, one of the most iconic and enduring trading card game franchises in the world. Visitors to the Konami stand can expect to see an array of new releases, updates to beloved collections and engaging activities that capture the nostalgia and thrill of the Yu-Gi-Oh! universe.

Headlining Konami’s presentation is the highly anticipated Structure Deck: Blue-Eyes White Destiny, launching on 13th February. This 51- card deck reimagines the legendary Blue-Eyes White Dragon strategy, offering duelists new tools with which to dominate the battlefield. At the heart of this deck is the powerful Blue-Eyes Ultimate Spirit Dragon, a Level 12 Synchro Monster with unparalleled abilities. It can negate effects, shield graveyards and even boost its Attack Points for devastating plays. Accompanying this is the debut of Neo Kaiser Sea Horse, a versatile Level 4 Tuner designed to streamline Synchro Summoning and revive classic Blue-Eyes monsters from the graveyard. This deck also features premium cards such as Ash Blossom & Joyous Spring and Infinite Impermanence, ensuring competitive cards for the modern era. This deck is thoughtfully crafted for newcomers and dedicated duelists alike.

Set for release the week before the exhibition, Supreme Darkness introduces 101 brand-new cards alongside returning fan favourites. Key highlights include the return of Evil Hero monsters, updated with new Effect Monsters based on Elemental Hero Bubbleman and Elemental Hero Prisma. Duelists can explore the speed and versatility of Speedroid and Crystron monsters with new cards that streamline Synchro Summoning. A standout addition is a fresh theme featuring Warrior Trap Monsters, delivering a unique gameplay mechanic that fuses strategy with action. With 25 Quarter Century Secret Rares among its offerings, Supreme Darkness cements itself as an essential release to kick-start 2025. Looking ahead, Konami is also preparing for the April release of Quarter Century Stampede, a must-have product for collectors and duelists alike. This set celebrates the Yu-Gi-Oh! TCG’s history with over 200 nostalgiapacked cards, including fan-favourite reprints such as Quarter Century Secret Rares. Building on the success of Quarter Century Bonanza, this collection lets duelists weigh in on which cards should make the cut, creating a truly collaborative experience. Each pack is loaded with tournament-ready staples and guarantees at least one Luxury Secret Rare, making it a standout addition to any collection.

The appeal of Konami’s 2025 product line-up lies not only in the game’s competitive and collectible elements but also in its cross-demographic reach. The Yu-Gi-Oh! franchise continues to attract people of all ages, driving demand for both entry-level and high-value products. With its blend of nostalgia, innovation and community-driven features, this year’s releases promise to engage existing fans while drawing in new duelists.

As Konami looks to the rest of 2025, the company remains committed to expanding the reach of Yu-Gi-Oh! TCG by blending nostalgia with innovation. The sets on show are perfect examples of this vision: products that honour the game’s legacy while embracing its future.

Nuremberg

Target Darts

07342 038 547 | www.target-darts.co.uk

karl.martinez@target-sport.co.uk

Hall 12, Stand A04-5

This year, Target Darts makes its Spielwarenmesse debut. The company was founded in 2006 and has since built a reputation for its fresh, innovative designs, premium product quality and impeccable craftsmanship. By creating exceptional products, Target aims to inspire people of all ages and abilities by working with some of biggest names in the sport, including Gabriel Clemens, Dimitri Van den Bergh and the legendary Phil Taylor.

However, there’s no hotter property right now than teenage darts sensation, Luke ‘the Nuke’ Littler, whose meteoric rise to fame has had an amazing influence on the popularity of darts and broadened the game’s appeal to a whole new generation of fans. Luke first came to prominence just over a year ago; he shot to fame at the PDC World Darts Championship at Alexandra Palace where his mesmeric journey to the final transfixed the nation. Since then, he’s gained a Top 5 World ranking, won The Premier League Darts title and earned over £1m in prize money. At the time of writing, the 2024/25 Championship is about to begin, with the company and darts fans alike hoping that Luke can go one better this time around.

His appeal to a wider audience is also being driven by TV appearances on The Jonathan Ross Show, Comic Relief and the recent Christmas edition of Bullseye, whilst his Instagram account (@lukethenukelittler) has grown to over 1.3m followers.

Target Darts saw huge demand for its Luke Littler darts range throughout 2024. The hero line is the Luke Littler Magnetic Dartboard Set which includes a double-sided magnetic dartboard, with four sets of magnetic darts, hanging hook and throw line. The Luke Littler Magnetic Dartboard will be available in an eye-catching FSDU to maximise retail appeal and ease of merchandising, and there will be a further FSDU option with a wider range of products.

Created in collaboration with the renowned darts sensation, the premium Luke Littler Cabinet & Dartboard Set, meanwhile, boasts a player-endorsed dartboard housed within an elegant cabinet. The dartboard features a rotational score-ring, ultra-thin wire system, and staple-free bullseye for precise and rewarding gameplay. The board is crafted from self-healing African Sisal, which ensures durability and shape recovery and offers extended use. Complete with two sets of three brass darts with steel tip points, a competition-standard throw line for regulated gameplay and mini chalks for scorekeeping, this set equips players with everything they need for thrilling matches against friends and family. With the included assembly kit, setup is quick and hassle-free, allowing players to focus on enjoying the game.

The Luke Littler range also includes darts, wallets and other accessories. Target Darts also offers wide range of generic, non-player products, forming part of its total darts solution suitable for all markets. At Spielwarenmesse, the company will also be showcasing its brand-new Omni auto scoring system, which has taken the darts market by storm and demonstrated the exciting role that technology can play in this sport.

Looking ahead to 2025, Target predicts even more growth, kick-started by the PDC World Darts Championship Final, and the darts fever that helps to make January the single largest sales month in the darts market. The company is also opening retailers’ eyes to the potential that darts offers the toy and wider retail community.

The Zinc Trike Stroller is a brilliantly designed solution that promises to carry children through every stage of their early years, from their first tentative steps to confident, independent rides. This multi-functional, adaptable ride-on evolves to meet the child's needs, offering seven unique stages to ensure parents have the perfect setup for every age and developmental milestone. With 98% of the assembly already done, the stroller is practically ready to roll straight out of the box. Designed with flexibility in mind, the Zinc Trike Stroller supports kids from as young as 10 months old and grows with them to six years of age. Starting at the early stages, the Zinc Trike's Push Me Parent Mode provides a forward-facing ride with all the essentials: a protective canopy, a secure fivepoint harness and a parent handle for easy control.

As kids become more curious and mobile, the stroller evolves into the Parent & Ride Mode, offering a more independent riding experience that remains under an adult’s careful guidance. By the time the child reaches 24–30 months, the Help Me Explore Mode allows for even more freedom, giving them a chance to enjoy the world around them while control is maintained through the assisted parent handlebar. The Zinc Trike Stroller then seamlessly shifts into Mini Explorer Mode (30-48 months) when the handlebar is removed, letting children explore without restraints, while Ready to Ride Mode is perfect for older children who may need just a little extra support. Ready to Trike and Balance Bike Ready Mode support kids as they develop their core motor skills and prepare them for the next step in their cycling journey.

The Zinc Trike is designed with safety and longevity in mind. Parents will also appreciate the practical design of the Zinc Trike’s wipeable seat cover, handy for inevitable spills or messes. The Zinc Trike Stroller is just one of many innovative ride-ons Hy-Pro will be showcasing at Spielwarenmesse 2025, so visit the stand to see the full range.

Nuremberg

Trefl SA

07850 779 797 | www.trefl.com sales@sjr-associates.co.uk

Hall 10.1, Stand B-09 and C-09

Trefl SA is a manufacturer of puzzles, games and toys in the CEE region. Its products are targeted at adults as well as children, and are based on well-known and popular characters. It holds most of the major licences for children’s puzzles like Disney, Warner, Hasbro, Mattel and Viacom. The company also has a wide portfolio of licensed games with a strong focus for the UK.

Trefl has prepared a wide range of products for the coming year and will have them on display at Spielwarenmesse. The upcoming trade fair will be perfect timing as Trefl will be celebrating its 40th anniversary, which will be evident at the stand.

New products in the puzzle category include the highelement 21,000 jigsaw puzzles, new designs of the Premium Plus Quality puzzles dedicated to the kidults group, puzzles for adults in a new 300-element version and the new Secret Puzzle, a surprise box which is planned to be available in autumn/winter 2025. New elements will appear in the children’s puzzles, including the 2x24, 3x50, 3x70, 2x80, 2x200 and 4x250 versions. New licences for the adult versions will include SpongeBob SquarePants, Hello Kitty & Friends, Pusheen, Stitch & Angel and World of Tanks.

In the board games category, new products that recently premiered at the Spiel Essen trade fair will be on show, including the Cook Islands game created in cooperation with KlausJurgen Wrede and the latest editions of the best-selling Spy Guy board game, including editions with Paw Patrol and Gabby’s Dollhouse licensing.

In the toys category, Trefl will present the latest line of Connect Construction Blocks and new products from the Brick Trick series, among others.

For more information, please contact Trefl’s representatives in the UK, Steve Richardson or Ria Richardson, to arrange an appointment.

Rainbow Designs

Hall 1, Stand A28

Rainbow Designs will be showcasing a Paddington for everyone at this year’s Spielwarenmesse. The best-selling Classic Paddington collection offers a Paddington for all ages. The youngest fans are catered to with the Paddington for Baby range, which will see a fresh new look unveiled this year. Rainbow’s new Paddington Movie range, featuring a Paddington Soft Toy and Talking Soft Toy as well as a Giant Paddington, has been highly sought after and continues to go from strength to strength. Amongst pre-schoolers, The Adventures of Paddington Toy range also continues to be a firm favourite, and includes the award-winning Tea Set and the Paddington Talking Soft Toy as well as the Campervan, Bus and Bike and Side Car play sets. There will also be new mini play sets joining the range in 2025, including Paddington’s Football Fun and Paddington and Lucky’s Rainy Day.

An exciting new arrival to Rainbow’s pre-school toy portfolio is the multi-award-winning pre-school property, Bing. Adapted for television from the original books by Ted Dewan, Bing celebrates the joyful, messy reality of pre-school life and finds the big stories in the little moments. The Bing range from Rainbow will be available from Q3 and will focus on Bing and his friends Flop and Sula in both plush and play set formats. A new My First Bing and Giant Bing soft toy will also be available later this year.

Rainbow’s enchanting Wizarding World collection of adorable nursery toys and gifts features the world’s most famous young wizard, Harry Potter, as well as Hedwig, Dobby and other core characters. This popular range includes My First Soft Toys, Rattles, Comforters and Activity Toys, as well as comfort blankets based upon the four Hogwarts Houses. Magical new additions arriving this year include the Hogwarts Express Soft Book and a Harry Potter Activity Cube.

Rainbow’s new Mr Men Little Miss range will be arriving this summer. Entertaining families for over 50 years, this British-born brand comprises iconic characters with their own unique personalities. Mr Tickle, Mr Happy, Mr Bump and Mr Strong, plus Little Miss Hug, Miss Sunshine, Miss Princess and Miss Chatterbox, will feature across a range of large cuddly cushions, collectible plush toys and plush keychains.

These new and best-selling licensed character ranges will be showcased alongside the ever-popular Peter Rabbit, Disney’s Winnie the Pooh and Lion King, Guess How Much I Love You, The Very Hungry Caterpillar and many more.