Wow! Stuff is launching a number of new additions and updates to its Harry Potter collection of toys and gifts this year.

Officially licensed by Warner Bros. Discovery Global Consumer Products, the collection is aimed at kids, adult fans and collectors.

Headlining the collection are the Lumos wands, made from resin for realism and incorporating Wow! Stuff’s eponymous app technology. This year, all new and existing Lumos wands will work with the free and newly updated Wow! Stuff Light Painting bonus app for day and night light painting features.

Wow! Stuff’s head of Technology, Dr. Graeme Taylor, said: “We wanted to create a new way of being able to draw a line or shape, by recognising the location of an LED wand tip – and to be able to do this in daylight as well as in low light. The Lumos wands now work seamlessly to map the user’s wand movements in real time, and overlay the detected path with a digital pen or brush effect. The advantages of this, particularly for the younger user, is that the camera does not need to be kept still and even in daylight it will produce fabulous and magical results. Additionally, for the Harry Potter section of the Wow! Stuff Light Painting app, templates include the official symbols for various spells, as well as templates of various Patronuses.”

Wow! Stuff also developed the Wow! Stuff Invisibility app which now includes updates and new features for the TOTY (Toy Of The Year) winning Harry Potter Invisibility Cloak, a No. 1 best-seller across all Toys & Games on Amazon at launch in 2020 and now an evergreen staple and much loved fan and collector piece. Users choose an official backdrop scene from the Harry Potter movies by pressing record on their phones and draping themselves in the infamous Invisibility Cloak.

Joining Wow! Stuff’s current range, which covers SRP price points from £4.99 to £49.99, are heat reveal mugs, bag tags and notebooks which are re-recordable. There is also the Howler Card; Marauders Map, with hidden secrets revealed by the UV wand; Mini and Mystery Lumos wands and upgrades to the magical Mystery Flying Stitch, which never fails to surprise and delight onlookers as it appears to fly around their body unaided by human touch.

For availability, contact emma.prendaglia@wowstuff.com for UK, and tony.white@wowstuff.com for Europe and ANZ.

The Lego Group, Illumination and Universal Products & Experiences have revealed the full Lego Despicable Me 4 line-up.

Four new sets will be available from 1st May ahead of Illumination’s newest chapter in the global animated franchise, Despicable Me 4, which will arrive in cinemas worldwide on 3rd July.

The new sets capture special moments of Illumination’s Despicable Me franchise featuring Gru, his family and the beloved Minions. The sets are packed with exciting details, functions and new characters including Mega Minions and Anti-Villain League (AVL) Minions, as seen for the first time in Despicable Me 4. The AVL Minions, who look like secret agents in their suits, help capture and arrest villains. Mega Minions are not only larger versions of the well-known Minions, but they also have secret superpowers, including the ability to stretch to surprising lengths or fly through the sky. Fans will get to know more of Mega Minions as they build the sets.

The Minions and Banana Car is a 136-piece set featuring the banana vehicle from the movie with a driver seat and removeable engine as well as tools, gadgets and a bunch of beloved Minions.

The Minions’ Music Party Bus is a 379-piece model including functions such as a push-along feature and the ability to transform into a Minion Party Playset once opened, featuring a hot tub and DJ station.

In addition, the Brick-Built Gru and Minions set made of 839 bricks shows a large Gru figure with jointed and moveable arms, hands and fingers, surrounded by five Minions and their accessories. The set also include rotating features and brand-new characters.

Finally, the 868-piece Minions and Gru’s Family Mansion set includes the growing family of six with Gru, Lucy, Gru Jr. and the girls, Margo, Edith and Agnes, alongside the iconic house, a gadget-filled laboratory and three Mega Minions.

The new Lego Despicable Me 4 sets will be available to purchase from 1st May 2024.

Airfix has introduced two new moulds to its Quickbuild kit range: the 1:35 scale Tiger I and Sherman Firefly tanks.

The J6041 Tiger I Quickbuild tank is a highly revered armoured vehicle cherished by many and renowned as one of the most iconic tanks in history. The inaugural to-scale Quickbuild model is a 1:35 scale Tiger I tank is designed to offer maximum functionality for both display and interactive use. The brick-based kit features various poseable and operational elements, such as a traversing turret, rolling tracks and opening hatches. With a total of 154 pre-coloured parts, assembly is facilitated by individual tracks which click together effortlessly. The included sticker sheet features authentic German markings to enhance the model’s exterior detailing. Once assembled, the completed model measures 242mm in length.

The German Panzerkamfwagen VI Tiger heavy tank saw its combat introduction back in September 1942, but is still regarded as the world’s most famous tank design to this day. Possessing a combination of firepower, armoured protection and mobility, the 88mm gun mounted on the Tiger and its excellent sighting optics allowed it to engage enemy armour at extreme ranges.

The J6042 Sherman Firefly Quickbuild tank, a revered British-designed armoured vehicle brought to life in 1:35 scale, is Airfix’s first to-scale representation of the Sherman Firefly in brick-form. The kit features various poseable and operational elements including a traversing turret, rolling tracks and opening hatches, allowing for interactive display. With 154 pre-coloured parts, the included individual tracks which click together seamlessly. Authentic US markings on the included sticker sheet add to the model’s exterior detailing. Once completed, the Sherman Firefly measures 225mm in length.

Those wishing to enter the BlogOn Toy Awards 2024 in one or more of the 24 categories have until 30th April to do so.

The popular BlogOn Toy Awards are back for the 8th year with the first Summer Awards boasting some fantastic new categories to tie in with the summer theme.

The awards were designed with all marketing budgets in mind and continue to cost just £10 per entry, with only two samples required for testing. The BlogOn Toy Awards are perfect for toy companies big and small, and are an ideal way to raise product awareness through the year.

The closing date for the awards is 30th April with judging taking place on 30th May at BlogOn Kids in Manchester. To be eligible, products must be on sale before the end of June 2024. An extensive number of influencers are ready to get their hands on the toys with their children and decide which ones are the best. Only those which meet the critical standards of these testers and their children will win a coveted award.

Winning products will be promoted by BlogOn via a PR campaign. Last year’s winners featured across toy trade press with parenting influencers showcasing winning entries across their social media platforms.

For more information, contact laura@blogonuk.com

In each category, the top three products will be awarded. Successful winners will be able to include the logos in their marketing, box packaging and other promotional activities free of charge.

There are 24 categories to choose from and manufacturers can enter as many products as they like, providing they meet the criteria. A small fee of £10 per entry is charged to cover administration costs. The categories available for BlogOn Awards 2024 are: Baby & Toddler, Pre-School, Primary School, Secondary School, Kidult, Active, Collectibles, Construction, Creativity and Crafts, Educational, Electronic, Family Games, Licensed, Outdoor, Play Pretend, Plush & Dolls, Pocket Money (under £10), Puzzles, Ride-ons, Sensory, Summer, Travel, Vehicles, and Water.

To celebrate the release of the highly anticipated Transformers One movie this September, Hasbro has revealed a new product line.

As part of this new range, fans can bring the epic action of the Transformers movies from the big screen into their own collections with the Transformers Studio Series Deluxe Class Optimus Prime action figure. Inspired by the Transformers One film, this 4.5-inch action figure features classic conversion between robot and Cybertronian truck modes in 25 steps. The product comes with two shoulder pipes, a dual-barrel blaster and Energon Axe accessories which can attach in both modes. The Optimus Prime toy can be posed with the removable backdrop to recreate the Metropolis of Iacon scene.

With the Optimus Prime (Orion Pax) 2-in-1 Converting Mask, fans can experience the epic origins of legendary Transformers robots. Inspired by the iconic character from the movie, this 9.9-inch figure features 2-in-1 play and converts from robot mode to a wearable mask in 18 steps. The pack includes two accessories which attach in robot mode. Kids can wear the mask and imagine themselves adventuring in the Transformers universe.

Similarly, the BumbleBee (B-127) 2-in-1 Converting Mask is a 9.8-inch figure which converts from robot mode to a wearable mask in 15 steps.

The Mega Changer action figures are 11-inch figures featuring 2-in-1 play and convert from robot to alt mode in a few steps, with simple conversion perfect for Transformers fans ages six and up. The Transformers One Mega Changers assortment includes Optimus Prime, Bumblebee, Megatron and Starscream, all sold separately.

The 5-inch Prime Changer action figures also feature 2-in-1 play and convert from robot to alt mode in a few steps. This assortment includes Optimus Prime and Alpha Trion, sold separately.

Transformers One is the untold origin story of Optimus Prime and Megatron, once friends bonded like brothers, who changed the fate of Cybertron forever.

Hasbro Transformers One toys will be available from summer 2024.

The Transformers One trailer can be watched here:

Rubik’s Cube ambassador George Scholey will be taking on the London Marathon whilst aiming to set a Guinness World Record for ‘The Most Rotating Puzzle Cubes Solved While Running a Marathon’.

Additionally, he will be fundraising for St John’s Ambulance, the official first aid partner for London Marathon. He is hoping to raise £2,000 to support the charity, which is close to his heart.

Ever since he started participating in national and international competitions, 22-year-old George has gone on to earn himself two Guinness World Records and 11 National Records. He currently holds the titles for Most Puzzle Cubes Solved In 24 Hours with 6,931 cubes solved and Most Puzzle Cubes Solved While Riding a Skateboard with 500 cubes solved.

Combining his love for running and passion for Cubing, George will be attempting to set the record for The Most Rotating Puzzle Cubes Solved While Running a Marathon, which is currently held by Kei Suga for solving 420 cubes. He is aiming to beat the record while running the 26.2-mile Marathon on 21st April.

George, the official ambassador for Rubik’s Cube, which was acquired by Spin Master in 2020, added: “I am always up for a challenge and pushing to shed light on this unique hobby and the cube itself. The fact that I am doing this the same year that Rubik’s Cube is celebrating its 50th Anniversary is a big deal. It just goes on to show that this iconic puzzle cube is still a massive part of pop culture. More importantly, it’s also a symbol of problem solving, intelligence, creativity and perseverance.”

Richard Dickson, general manager UK & ROI at Spin Master, said: “We are delighted that Rubik’s Cube is playing such an important part in George’s endeavours. George has been an ambassador for Rubik’s Cube since 2019, and since then he has gone on to achieve great things. We wish him all the best as he attempts to break yet another Guinness World Record while supporting such an incredible charity.”

Those wanting to support George in his fundraising goal can donate to the worthy cause by visiting this link.

DKB Toys & Distribution has launched its enhanced transactional website, revolutionising the procurement process for B2B clients.

With this innovative platform, customers can now conveniently place orders directly online, ensuring rapid access to stock and ease in purchasing.

In response to evolving market demands and a steadfast commitment to customer-centric solutions, DKB Toys has embarked on this transformative journey to optimise the purchasing experience for its B2B clientele. By integrating cutting-edge technology and user-friendly interfaces, the new transactional website offers a seamless and efficient channel for procurement, empowering businesses to acquire essential stock with convenience.

B2B customers are now able to place orders directly through the website, eliminating traditional procurement barriers and expediting the purchasing process. They can also gain instant access to real-time inventory updates, enabling informed decision-making and ensuring stock availability when needed most.

The simplified checkout procedures streamline transactions, minimising complexities and enhancing operational efficiency for businesses of all sizes. Additionally, tailored account management functionalities enable personalised experiences, allowing customers to manage orders, track shipments and easily access purchase history.

“We are thrilled to unveil our new transactional website, marking a significant milestone in our journey to redefine the B2B procurement landscape,” said Chris Lohmeyer, managing director of DKB Toys. “By providing our customers with a seamless, user-friendly platform for direct ordering, we are empowering businesses to streamline their stock procurement processes and unlock new levels of operational efficiency.”

To explore the enhanced features of DKB Toys & Distributions transactional website, visit www.dkbtoys.com where the company’s ranges can also be viewed. To get in touch with the team, contact 07813 725 480 or edel.siddle@dkbtoys.com.

Hasbro has announced a vast line-up of Star Wars-inspired toys and figures ahead of May the 4th, to be released between spring and summer.

From this spring, young Star Wars fans can imagine adventures in a galaxy far, far away with the Star Wars: Lightsaber Forge Kyber Core Darth Vader Electronic Red Lightsaber, inspired by the lightsaber wielded by Darth Vader. Featuring character-inspired design, deco and sound effects, this lightsaber includes an extendable glowing red blade that flicks open, cap, cover and core so kids ages four and up can assemble their own light up lightsaber for imaginary duels. It also features a glowing core, inspired by the kyber crystal found at the heart of every Lightsaber. These pieces are compatible across the entire Star Wars Lightsaber Forge line, with kids being able to mix-and-match parts to create, customise and master thousands of combinations.

Additonally, there is the Star Wars: Lightsaber Forge Kyber Core Darksaber Electronic Lightsaber, inspired by the lightsaber as seen in Star Wars: The Mandalorian live-action series on Disney+. This product includes the same features as the Darth Vadar electronic lightsaber.

Hasbro‘s Star Wars Epic Hero Series Stormtrooper action figure features multiple points of articulation as well as design and detail inspired by the character’s appearance in Star Wars. The pack includes the figure and blaster accessory. This figure is compatible with most accessories, vehicles and figures in Hasbro’s Epic Hero Series.

Inspired by the original 1970s Kenner Star Wars action figures, this Star Wars: Retro Collection Star Wars: The Phantom Menace Multipack features premium design and five points of articulation across all figures. These 3.75-inch-scale figures are detailed to look like the Obi-Wan Kenobi, Qui-Gon Jinn, Queen Amidala, Darth Maul, Jar Jar Binks and battle droid characters as they appeared in Star Wars: The Phantom Menace. These figures feature classic Kenner branding, as well as packaging treated with a weathered look. The multipack includes six figures and five accessories.

This summer, a further five Star Wars products will be launched.

The Star Wars Force N’ Telling Vader electronic figure lets users ask him a yes or no question, then press his head and listen as Darth Vader reveals their fate. This intimidating, yet cute, Darth Vader figure features a fun stylised design and an attached red Lightsaber.

The premium 3.75-inch scale Star Wars: The Vintage Collection Jango Fett figure is inspired by the Star Wars: Attack Of The Clones and features premium detail and design across product and packaging inspired by the original Kenner line, as well as the entertainment-inspired collector grade deco. The product includes the figure and seven entertainment-inspired accessories including his signature jetpack and two blasters with fire FX.

The premium 6-inch Star Wars: The Black Series Droideka Destroyer Droid figure is inspired by the droid’s appearance in Star Wars: The Phantom Menace. The first of its kind in a unique droid form factor for The Black Series, this Droideka Destroyer Droid figure can be posed standing on its three legs or in its protective globe form.

Fans can also add the fully articulated 6-inch Star Wars: The Black Series Darth Vader inspired by the character’s appearance in Star Wars: A New Hope, and a premium 3.75-inch scale Star Wars: The Vintage Collection The Mandalorian (Mines Of Mandalore) figure is inspired by the character’s appearance in season 3 of Star Wars: The Mandalorian. This figure comes with three entertainment-inspired accessories including a blaster, knife and Darksaber.

Diaframma has been adapting its strategies to customer’s needs in the ever changing marketing landscape to start the year off strongly. 

Given the importance of digital marketing strategies, Diaframma’s customers are increasingly briefing the company in different ways, looking for content which is different from the ‘classic’ TV commercial, such as ads which can be used on a variety of platforms, or which have a very broad target audience.

“This can go from reformatting a video, to thinking about a completely different type of creative,” explained Alice Morrison, international sales director. “I think there is always an element of trial and error to take into consideration when trying out new strategies and platforms, but content is always key. We need to not only adapt our strategy to our customers’ needs, but also to the type of product we are advertising and its target.”

Alice has found that one piece of content does not always work on different platforms, because the variety of consumers watching the video is so much wider. If the brief has this information from the beginning, the creative is worked on with this in mind, and the team has seen some great results in return. Alice added: “This involves us providing more content, but also helps our customers to reach more consumers.”

Diaframma’s high season is fast-approaching, with its presence at Toy Fairs paying off. Upcoming campaigns cannot yet be revealed, but the team has much excitement in store for the season ahead. Last year was a strong year for the company, which reports that fantastic content was produced with some of its most cutting-edge technologies. The Diaframma website has been updated with some of this latest work at diaframma.com.

The kids and family marketing agency now has more than 45 years’ experience in toy advertising and has kept with the times from an innovation perspective, as well as a creative one.

Alice said: “I think our expertise, our equipment and our team are what draws customers to work with us. There isn’t much we haven’t seen before, and we always strive to get even better. We pride ourselves on giving clients top-notch services and production quality, all at a competitive price.”

Licensing Expo has announced the opening keynote presentation under the event theme ‘Brands at Play’.

Taking place 21st-23rd May at the Mandalay Bay Convention Center in Las Vegas, NV, Licensing Expo brings together thousands of leading retailers, manufacturers and marketers to connect, identify future trends and secure consumer product deals with the world’s most influential brands.

Roughly 48% of the global population consider themselves either casual or active gamers. With mobile gaming capturing more players than ever before, the video game segment is building a community of billions and gaming is expected to be the next major category for consumer products growth. This opening keynote panel, Video Games: Driving Billions to Play, explores the ‘why’ behind gaming’s massive growth in popularity, what gamers look for in a brand and how the next franchise model will lead with video games, either from brand-new IP or the revival of heritage titles.
Panelists include Nick McWhorter, director of Global Licensing, CD Projekt Red; Doug Rosen, senior vice president, Games and Emerging Media, Paramount; Maya Rogers, CEO, Tetris and Ivo Gerscovich, chief Business and Brand officer, Sega of America; moderated by License Global’s Ben Roberts, Content director.

“Licensing Expo is where we plant the seeds for how we creatively approach emerging trends we see across the market. These phenomenal global leaders in gaming IP are at the forefront of tomorrow’s leading brand extensions, tapping into what resonates best with their communities,” said Anna Clarke, senior vice president of the Global Licensing Group, which produces Licensing Expo. “Especially as this year we focus on all iterations of Brands at Play, we are setting the stage by shining the light on gaming as the category of the future. Digitisation impacts brand engagement and is a critical area to provide education and ideas into how we can expand.”

As the gaming segment connects a community of billions globally, video games are quickly becoming the next major category for licensing growth. Licensing International reported 9.8% of the $340.8b global sales revenue of licensed merchandise and services in 2022 came from video games, software and apps.

More than 300 exhibiting companies, including Paramount, The Lego Group, Warner Bros., Nintendo, Riot Games, The Walt Disney Company, Netflix, Sega, Mattel, Crunchyroll, Minecraft, NASCAR and many more will be at Licensing Expo.

To learn more about Licensing Expo and register to attend, visit www.licensingexpo.com.