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Zuru’s global marketing director Renee Lee: “We are investing more in the UK market and globally than ever before”

While the lockdown forced the temporary closure of toy shops the world over, it was far from being a quiet time for an industry that, boosted by families spending more time together and in need of home entertainment, and a spell of freakishly good weather here in the UK, found …

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The Railway Children: How Hornby is keeping it fresh at one hundred

It is to be expected of a man who has spent much of his coming up 50- year career within the toy industry surrounded by the hobby, that Simon Kohler, marketing and development director at Hornby Hobbies is more than a little into toy trains. What you might not expect …

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The magical mystery toys: Marvin Berglas on the global renaissance of magic

That Marvin’s Magic has detailed a return to its roots some 30 years into serving the magic tricks market with some of the scene’s most enduring products, makes for an interesting narrative for the industry treasure. When it comes to magic, it’s often the best measure to assume there’s very …

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Panda Mony Toys: “It seems to me that kids aren’t respected by the entertainment industry”

The independent US outfit, Panda Mony Toys has made it its mission in recent years to shake up the action figure market, a space it believes has “become stagnant with toy companies chasing the big comic book and movie franchises” with the launch of its original IP, Alter Nation. Earlier …

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Hipster vibes: Hippychick’s Julia Minchin on 20 years of success and building a sustainable future

The kitchen table story is one wellknown within the toy industry, perhaps more so than any other, for the simple reason that for those of a particular mindedness – the likes of which are intrinsically drawn to this line of business – play comes naturally. Beyond the literal act of …

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Core Strength: How Orchard Toys maintains its grasp on the traditional

While Orchard Toys may currently be watching the dust settle around the successful launch of its first app-enabled pre-school game, Sound Detectives, this UK educational game specialist insists “it’s never felt any pressure to align itself with that digital space” the game sits within. It’s despite the surge in growth of …

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Japanorama: Yo-Kai Watch studio Level-5 abby talks Asmodee partnership and video game licensing

With new partnerships in the toy space flooding in, Level-5 abby is looking to bring japanese game properties to the mainstream with an impressive slate of new IP. Here, we sit down with Sandrine de Raspide, senior vice president of licensing and marketing to find out more.

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