The toy giants dominate the market in the US, striding across the multi-billion dollar landscape like mighty behemoths. But recent history has seen a slight shift in that perspective, with novel and lower-priced SKUs from fresh young companies grabbing the headlines.

That’s not to say that the big boys are losing ground but the success of brands such as Cepia’s Zhu Zhu Pets and Blip Toys’ Squinkies, has awakened the industry to the fact that lots of smaller and private companies have interesting products with mass appeal in an industry dominated by the likes of Mattel, Hasbro and Lego.

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