Marketing

The multi-pronged initiative aims to address what has been called by some in the US, the 'playtime crisis', - namely, issues surrounding time allocated to pre-school children for dedicated play.

The range of dolls will be unveiled in full at the toy company’s stand at this year’s North American International Toy fair in New York. It will be part of a wider showcase of new releases for the year ahead.

Following a new agreement with the global toy licensee Brandable, Re:creation has added the Jiffpom Cutelife range to its expanding portfolio.

The Zuru Pets Alive range features Boppi the Booty Shakin' Llama, alongside a Magical Unicorn, Cute Scootin’ Hamster, Adorable Angel Fish, Magical Mermaid, and Tiny Turtle.

Hatchimals goes aquatic with a new mermaid theme while tech enters the collectables space through the new Lollipets line.

Following two consecutive Dream Toys wins with Fingerlings in 2017 and Untamed in 2018, WowWee lines continue to be some of the most sought-after toys in the UK.

The range has been designed to bring innovation to the marketplace by combining plush, water-filled bellies and glitter in one product.

Zuru declared it is committed to investing in "full and robust marketing campaigns" for lines like its latest 5 Surprise and Cotton Candy ranges.

Canal Toys launched in the UK in 2018 and is currently building on the “phenomenal success” it has seen with key lines.

Each title in the range has been specifically selected for its striking design and unconventional scene, including an avocado party scene.