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.

The Lego Group has announced its Lego Star Wars 25th anniversary collection will continue to expand with new launches on Star Wars Day: May the 4th.

The TIE Interceptor building set which was part of the first launch of the Ultimate Collector Series in 2000 is back in a new and redesigned version. Fans of Star Wars: Return of the Jedi can relive the action of the movie, as they recreate the distinctive wings, detailed cockpit and laser cannons of the magnificent Lego Star Wars TIE Interceptor building set.

The 1,931-piece set is an impressive 16 inches long and comes complete with an exclusive TIE Pilot minifigure and Mouse Droid figure, currently limited to this set. The model is mounted on a stand with a printed plaque and includes a 1.3-inch wide printed brick with the Lego Star Wars anniversary logo.

Meanwhile, fans of Star Wars: The Phantom Menace can dive into building a dynamic snapshot of Tatooine with the Mos Espa Podrace Diorama building set. The 718-piece display set includes Anakin Skywalker, the Arch Canyon and a plaque with Qui-Gon Jinn’s advice: “Remember. Concentrate on the moment. Feel. Don’t think. Use your instincts.”

With the 640-piece Darth Maul’s Sith Infiltrator building set, fans can fold out the wings and retract the landing gear for flight, fire the two spring-loaded shooters and press the trigger to drop three DRK-1 probe droids from the front compartment.

Alternatively, fans can check out the brick-built destroyer droid, Droideka set with 583 pieces. For those who prefer brick-built display characters, there are six collectible Lego BrickHeadz figures featuring Jar Jar Binks, Anakin Skywalker, Queen Amidala, Captain Panaka, Qui-Gon Jinn and Darth Maul.

For Star Wars: Revenge of the Sith fans, there is also a BrickHeadz Clone Commander Cody set. Anyone who is team Grogu will be pleased to now be able to immerse themselves into the building experience of the 221-piece BARC Speeder Escape alongside Kelleran Beq.

May the 4th celebrations continue in Lego Fortnite, with exciting new Lego Star Wars content to discover in the survival crafting game beginning on 3rd May.

Also launching for pre-order on 1st May is the new Lego Star Wars Coffee Table Book, The Force of Creativity. The book includes development art, character designs and gives fans a true insight into the Lego Star Wars galaxy and is available for pre-order here.

Fans are also invited to join the 25-Second Film Festival, which will be open until 22nd April and culminates on 4th May and invites fans to submit their own 25-second clip that recreates their favourite Star Wars moments or forges a new one with Lego Star Wars building sets and minifigures they treasure.

From 1st to 5th May, Lego Star Wars fans will receive all three ‘gift with purchases’ when purchasing the new Lego Star Wars TIE Interceptor, including the Battle of Yavin collectible depicting Darth Vader’s cockpit view, the Trade Federation Troop Carrier set commemorating the 25^th anniversary of Star Wars: The Phantom Menace, and the AAT building set. These offerings coincide with the Lego Star Wars May the 4th live stream event featuring special offers, set reveals, designer presentation and giveaways such as a signed TIE Interceptor set in the US, UK and Germany on 1st May.

The new Lego Star Wars products will be available from 1st May. The Lego Star Wars TIE Interceptor set is available exclusively at Lego stores and online with Lego Insiders early access from 1st May, and all shoppers from 4th May.

The upcoming June issue of Toy World will include a specialist feature on the extensive Wheeled Toys category.

The Wheeled Toys category comes into its own as the weather starts to get warmer and kids look forward to being released from school for six weeks. The category includes products such as scooters, bikes, skateboards and ride-ons, all of which get kids outdoors and active.

Throughout the year, wheeled toys are a larger purchase, especially for birthdays and Christmas, and retailers are already ordering such items for the run up to Q4. in the current economic climate, wheeled toy suppliers have to ensure their products are good value for money, which kids can pass down to younger siblings, or have features such as exciting looks from using the hottest licences.

Toy World will also be publishing an in-depth article on the category, featuring the leading players in the market and spotlighting the current trends for wheeled toys.

Advertisers in this issue are guaranteed generous editorial coverage and the chance to get involved in additional content opportunities. As the UK’s leading toy trade magazine, this means your company will be able to place its brands in front of the many indie retailers attending the event that turn to Toy World at the start of each and every month for the latest industry news and product information.

This is just one of the features in the upcoming June issue, which will also include comprehensive category features on Arts & Crafts/Creative Play, Infant Toys and Action Figures & Collectibles. It will also include regular features such as Talking Shop, Viewpoint and Allegedly, as well as all the latest toy and licensing industry news and insight, plus selected company profiles and special interviews.

The deadline for editorial will be 1st May, while the deadline for adverts will be 14th May, so don’t delay getting in touch with the team if you haven’t already secured your spot.

For further information regarding editorial opportunities in the June issue, or to take part in our popular Talking Shop feature, please contact:

To find out more about advertising opportunities, in the June issue or any other edition, contact Mark Austin, mark@toyworldmag.co.uk.

This month Circana looks at toys retailing for under £10, price points that currently account for a surprising proportion of volume sales.

Melissa Symonds, executive director, UK Toys, Euro Toys, shared the latest on pocket-money toys with Toy World.

The average selling price (ASP) of toys in the UK in 2023 was £10.78, up 14% from 2019 when it was £9.46. This has been driven by several factors including changes to product mix (with an increase in the number of higher priced categories and products being sold) as well as the impact of inflation and price changes, in the last two year especially. As toys over £30 account for a quarter of all value sales, there is naturally much discussion on higher price items, and pocket money or lower priced toys are often overlooked – despite accounting for a larger proportion of volume sales.

Toys sold under £10 made up 63.4% of all units sold in 2023, and this is particularly prominent outside of Q4. From January to September, under-£10 toys account for 70% of all units sold, and this drops to 52% in the final quarter of the year.

Melissa reveals the best-selling toy under £10 by volume, and which other lines are also enjoying strong unit sales. Not surprisingly, lower price points help encourage repeat purchase and collectability is very prominent factor at this sub-£10 level.

There are a range of items performing well and driving growth, including the 8-inch Squishmallows, Ty’s Beanie Boos and Zuru’s Rainbocorns and Snackles. Strong licensed lines selling well include Bluey Best Mate 8-inch Plush, the Paw Patrol 3.4-inch Plush Assortment and Super Mario 9-inch Plush. Non-Strategic Trading Cards and Collectible Stickers is the fourth largest subclass under £10, with both Panini and Topps cards and stickers driving the category.

To find out which ranges are performing in this category, read the full insight from the April issue of Toy World by clicking here.

EXG Pro is in LA for the Los Angeles Spring Previews to reveal its 2024 line-up and a sneak peek for what’s in store for 2025.

The showroom is open now until 2nd May. New for 2024, the Original Earbud Holder and Phone Stand Holdems collections compromise four distinct collectibles to amass, showcasing an extensive array of intricately detailed figures modeled after beloved characters from the realms of gaming and entertainment. The extended palms on the figures enable these adaptable figures to secure a variety of everyday items from earbuds, phones, keys, watches, pens and more.

EXG Pro will also be introducing the world’s first functional metal cards: Digiplates. Each package includes a Digistand and three interchangeable licensed Digiplates. Each of these collectible plates comes to life with digital experiences when scanned. Additionally, visitors to the showroom will be the first to lay eyes on EXG’s latest Cable Guy originals, rests and deluxe ranges.

EXG Pro specialises in crafting innovative consumer products which seamlessly blend authentic licensed collectibles with function-first solutions. Innovation is the driving force behind everything the company does, aiming to constantly push boundaries and set new standards with cutting-edge products, using the latest technology. EXG Pro creates collectibles with purpose-driven sub-brands carefully curated to cater to the needs of gamers, collectors and pop culture enthusiasts.

EXG Pro can be visited in LA at room 6124 at Regus – Continental Grand Plaza, 400 Continental Blvd, 6th Floor, El Segundo, CA 90245.

To book a spot at the showroom, visit https://bit.ly/48LijiM oremail info@exgpro.com