Product Development

Jazwares and Kellytoy bring Squishmallows brand extension Squishville to the UK

Jazwares and Kellytoy, a susbsidiary of the global toy company, has launched its Squishmallows brand extension, Squishville to the UK, with presence across major retailers including Argos, Asda, Tesco, The Entertainer, and Smyths. The launch of Squishville arrives following a surge in popularity of the Squishmallows brand that, since its …

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White noise and nature sounds replace stories as Tonies makes sleeping aid sector debut

Tonies, the audio story-telling platform, is expanding its library beyond books and play to launch a new line of sleeping-aid developed to lull babies to sleep. The new Sleepy Time Tonies feature a range of soothing sounds to help little ones wind down, including gentle lullabies, relaxing nature sounds, and …

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Very Puzzled launches latest line-up to encourage diversity into jigsaw puzzles market

Very Puzzled is continuing its mission to bring more diversity to the children’s market place with the launch of its latest collection of titles depicting some of the lesser explored areas within the jigsaw puzzles sector. Founded in 2017 by Patrick Adom, Very Puzzled launched onto the scene as a …

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Hasbro details plans for vast growth in pre-school sector… and it doesn’t end with gender neutral Mr Potato Head

Hasbro’s lean into gender neutrality with the launch of the My Potato Family – dropping the ‘Mr’ from the iconic Potato toy – may have caught the attention of the world’s media, but it’s not the only strain to the toymaker’s plan to take on the pre-school sector this year. …

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Plum Play eyes international growth following outdoor play demand and £4.2m in funding

Plum Play is eyeing international growth for its portfolio of outdoor toys and play products, including trampolines and climbing frames, following a surge in demand that has been driven by the pandemic and a recent £4.2 million in bank funding. It was at the end of last year that the …

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Sweden’s Micki acquires Rubens Barn to boost educational and sustainable doll offering across Europe

The Swedish toy outfit Micki Leksaker, has acquired the organic doll brand Rubens Barn in a move to strengthen its Europe-wide offering of educational and sustainably-focused children’s products. Micki has outlined its intentions to grow its dolls category portfolio as it prepares to complete the acquisition of the Sweden-born doll …

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Wow! Stuff’s Chibies hit all the right notes for 2021 fashion-music-toy trends

Wow! Stuff has expressed fresh confidence in its latest toy innovation, Chibies, a collection of fashion-inspired collectable creatures that listen to music and flash in time to every beat, having been cited by the Toy Association in its 2021 toy trend highlights. The latest line-up from Wow! Stuff was featured …

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Build Your Own to follow first-year success with Mini Builds range launch this year

The award-winning STEM arts and crafts specialist, Build Your Own is expanding its range of eco-friendly activity kits with the planned launch of its Mini Builds range later this year. Scheduled for release this summer, the new range has been designed to compliment the firm’s current collection of Build Your …

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Universal Music Group signs LEGO Minifugure L.L.A.M.A to Astralwerks as part of LEGO Vidiyo release

Universal Music Group and the LEGO Group have achieved a world’s first with the signing of L.L.A.M.A  – a LEGO Minifigure DJ and producer –  to the studio’s record label, Astralwerks. L.L.A.M.A is not only the first LEGO Minifigure to have signed a deal with a record label, but is …

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