January might be lo(oooo)ng for some, but for the toy industry, it’s a month filled with excitement and energy.
Our team has been on the ground at two major events – the London Toy Fair and the Spielwarenmesse in Nuremberg, the world’s largest toy fair! Stay tuned for more on that, but first, a moment of celebration…
A huge congratulations to our client, Moose Toys, for taking home three awards at the 60th Toy Industry Awards 2024!
Its products – MrBeast Lab, Despicable Me 4 The Ultimate Fart Blaster, and Bluey 3-in-1 Transforming Plane Playset – topped the New Property, Action and Pre-School of the Year categories respectively.
You can check out our campaigns for these flagship FA24 products here.
The forecast is sunny…
As we head into February, the industry is off to a strong start. Toy sales are up 7% in the first two weeks of the year (Circana), and innovation is everywhere.
The trends are clear: nostalgia, collectibles including miniatures, and kidult fan culture are all making waves, with sports and Hollywood franchises with spin offs keeping audiences hooked.
And, of course, sustainability continues to shape the industry. According to Toy World’s upcoming excusive spotlight on sustainable toys, 86% of industry leaders now acknowledge its importance for long-term success.
And that’s where we start our round-up of toy news to watch; a collaboration of past and present…
Plush for the planet
In the spirit of sustainability, we’re excited about a new plush collection launching in spring 2025 from the Natural History Museum and The Puppet Company. The collection features six popular dinosaurs, including T-rex and Stegosaurus, developed with input from world-leading palaeontologists. Bringing educational and entertainment value, they help kids discover more about the planet’s evolution. Conscious, clever and cool!
Collab culture for collectors and kidults
If you’re a Hot Wheels fan, get ready for something special! Not only did Monster Trucks Live ‘Glow n Fire’ make its January comeback to rev up UK fandoms with the same across the pond with a US an international tour, but there’s also a revival…
Mattel has partnered with Ferrari for the first time in over a decade to bring a range of Ferrari-themed Hot Wheels. Expect a mix of classic and modern cars, with the first release hitting stores this summer. Two legacy brands bringing prestige and excitement to toy aisles!
Speaking of which…
Topps is also tapping into the collectible craze with its new 2024/25 UEFA trading cards. The collection features ultra-rare Lionel Messi cards that fans will be hunting down.
A whole lotta Lego love
Lastly, LEGO has something special for Valentine’s Day. In the UK and Europe, LEGO fans can build a free Valentine’s-themed heart at participating stores and take it home as a keepsake or gift.
Why is this so clever? It’s simple, and maybe even a bit, unexpected? Valentine’s might not be the most obvious, but mini moments are capturing audiences so it will undoubtedly be in demand and drive footfall.
It’s not the only exciting news coming out from Lego. Engines are firing for The LEGO Group & Formula 1® as the season begins in under six weeks. Adult focused sets, exclusive collectible series plus bonus content for all ages has the green light.
Forgetting something?
These are just some of our top picks from the month, but what’s not on our list that should be? Comment below.