Hot Wheels unveils Autism-friendly die cast car

Hot Wheels launches the Flippin Fast die cast with a design validated by the Autistic Self Advocacy Network, encouraging infinite ways for fans to play.  

Mattel has announced the Hot Wheels Flippin Fast die-cast, a new vehicle designed to encourage an open-ended play experience, ahead of Autism Acceptance Month in April. The Flippin Fast die cast has a fidget toy-inspired design, allowing kids to enjoy the wide range of motion as they roll it forward, backward and flip it upside down.

Hot Wheels partnered with the Autistic Self Advocacy Network (ASAN), a non-profit advocacy organisation run by individuals on the autism spectrum, to validate the design and compatibility of the Flippin Fast die-cast. This has ensured it delivers an experience that meets the unique needs of all Hot Wheels fans, including those who may benefit from an open-ended, soothing and sensory play experience.

“It’s exciting that Mattel has taken the needs of autistic kids into consideration with this new toy,” said Zoe Gross, director of Advocacy at the Autistic Self Advocacy Network. “Too often, autistic children and their families are told that they are ‘playing wrong,’ but allowing kids to play in the way they choose can promote self-regulation and self-expression. This car can be played with in any configuration, and whether kids prefer to play pretend with it or just spin the wheels, the design emphasises that there’s no wrong way to play.”

While the Flippin Fast die-cast vehicle is intended for children ages three and up across all ability levels, ASAN’s seal on the packaging indicates that it meets the unique play needs of the autism spectrum community.

“Hot Wheels is always listening to consumers and finding ways to implement their feedback into our new products to ensure we are meeting their differing needs through play,” said Ted Wu, vice president, global head of Design for Vehicles, Mattel. “In this case, we created a toy where there is truly no ‘wrong’ way to play with it. Flip it, spin it, or roll it forward, backward and even upside down – there are endless ways for everyone to play.”

Mattel has a long-standing relationship with ASAN and has worked with the non-profit to help validate and inform the development of a variety of toy products and characters across Mattel’s portfolio of brands. The relationship kicked off with the introduction of Bruno, the Thomas & Friends franchise’s first-ever character with autism, across all touchpoints in September of 2022.

Hot Wheels Flippin Fast is the latest way Mattel is evolving its product offerings to be more accessible and inclusive, engaging consumers more intentionally with products that meet their unique needs.

Hot Wheels Flippin Fast is now available on-shelf at retailers nationwide for £2.30 RRP, right next to all the other Hot Wheels toys fans know and love.

Character showcases collectibles at MegaCon Live

Ranges including LankyBox, Aphmau and Moriah Elizabeth were on show at the pop-culture event, MegaCon, with attendees given the chance to win prizes and goody bags.

Character Options presented an interactive showcase of its Bonkers Toys collectible ranges at MegaCon Live over the weekend.

The Birmingham-based pop culture show attracts increasing visitor numbers from the kawaii and anime fandom, making it an attractive shop window for brands in this remit. Character Options is one of the first mainstream toy companies to take full advantage of the opportunity to reach the audience at this year’s exhibition.

Character’s growing portfolio of toy ranges, which fit with this popular anime subgenre, now includes LankyBox, Aphmau and Moriah Elizabeth. These collections were all on display, with theatre added to the stand via a ‘Wheel of Fortune’ that offered fans a chance to win prizes and goody bags.

Mark Hunt, marketing director at Character Options, said: “Bonkers Toys has been at the forefront of digital media and signed licences for some of the hottest YouTube influencers and most popular gaming apps. MegaCon Live Birmingham was therefore the perfect fit, as it hosted 17,000+ visitors, aligned with the target audience. We used our show debut to drive awareness of the latest LankyBox, Aphmau and Moriah Elizabeth toys, and our ongoing programme of marketing and PR activity will ensure we build on the success of MegaCon in the weeks and months to come.”

To contact the Character Options team, call 01616 339 800 or email sales@charactergroup.plc.uk.

Toy Fair exhibitor registration opens for 2025 show

Organised by the BTHA, Toy Fair will return to Olympia London between the 21st- 23rd January 2025, occupying the Grand, National and Upper West Halls.

Exhibitor applications for Toy Fair 2025 are now open via the Toy Fair website.

Toy Fair offers the first opportunity of the year in the UK for manufacturers to showcase their products and ranges in person to a vast range of buyers, licensors, media and the wider industry, all under one roof. From small and start-up companies to large, renowned brands, the vibrant atmosphere of Toy Fair is a great platform for manufacturers and distributors of all sizes to make new connections and build on existing relationships.

Exhibitors can choose from three stand packages:

  • Space-only
  • Shell scheme
  • Gold Zone economy packages within a hub of stands dedicated to smaller, up-and-coming companies, formerly known as The Greenhouse

Toy Fair celebrated a sold-out show for its 70th anniversary in January 2024, and looks forward to creating another buoyant show for the industry in 2025. To look back on the 2024 highlights, exhibitor list and floor plans, click here.

Katy Fletcher, head of Marketing and Product Development, Ravensburger UK, said: “Toy Fair is quite simply an essential event in our calendar. The show celebrates the vibrancy and innovation in our industry and offers an ideal platform to showcase the best we have to offer – for our retail partners, industry connections and the attending press. This year’s show was our biggest yet, including the launch of our new Play+ infant and toddler range and a sneak peek at new news for the Disney Lorcana Trading Card Game. The event really set the tone for the coming year.”

Jacqueline Taylor-Foo, general manager UK & Ireland of Jumbo Group, commented: “Galt UK, part of the Jumbo group, will 100% be returning to London Toy Fair in 2025. We really value this opportunity to meet with the widest selection of buyers across the industry combined with showcasing our best-sellers and new launches for the upcoming year. It’s a calendar highlight as a team event; a chance to thank our customers for supporting us in the previous year and we simultaneously find ourselves welcoming a good selection of new customers every year as well. We’ve been attending for over 40 years and as the company and trade evolves, we intend to keep going for as long as it does.”

To read more exhibitor testimonials, click here.

Majen Immink, head of Toy Fair, added: “Toy Fair 2024 was a great celebration of not just 70 years of the show, but also of our exhibitors and visitors who continue to support the show and make it a vibrant and enjoyable experience for all involved. We can’t wait to welcome everyone back through the doors of Olympia for 2025, to kickstart the business year. We have already been inundated with exhibitor enquiries for 2025 so I’d encourage anyone wanting to exhibit to get their applications in early to avoid disappointment.”

Exhibitors who pay a 25% deposit by the 26th April 2024 will benefit from a 3% early booking discount applied to their balance invoice.

To view stand package options, costs and to apply to exhibit, click here.

For more information on exhibiting and sponsorship please contact Rebecca@btha.co.uk or call the team on 020 7701 7127.

Visitor registration will open in September on the Toy Fair website.

To keep up to date with the latest Toy Fair news, follow on Instagram and LinkedIn, or visit the Toy Fair website www.toyfair.co.uk.

Rubies welcomes Tom and Jerry to toddler dress-up range

Kids will be able to dress up as either Tom the cat or Jerry the mouse from the iconic comedy animation first created way back in 1940.

Marking the next step in the evolution of its partnership with Warner Bros. Discovery Global Consumer Products, Rubies is launching new costumes inspired by the iconic comedy animation, Tom and Jerry.

Rubies’ Tom and Jerry toddler costumes both feature a comfortable plush jumpsuit with a detachable tail and headpiece, allowing little ones to jump into the action-packed adventures of a clever mouse or scheming tom-cat all year round.

Fran Hales, head of Portfolio and Marketing at Rubies, commented: “We know Tom and Jerry has been loved for generations and is one of the most well-known animations in the world, staying this way for over 80 years. We are delighted to introduce this iconic cat-and-mouse duo to our portfolio.”

Rubies’ officially licensed Tom and Jerry toddler costumes are available now from uk.rubiesmasquerade.com for trade customers. Readers are advised to contact a member of the Rubie’s Customer Service team to find out more.

The announcement follows on from the unveiling of a new collaboration with Care Bears for the role-play and dress up specialist. In February, Rubies announced the launch of the new Care Bears costume collection for EMEA. The vibrant collection features iconic characters including Cheer Bear, Good Luck Bear and Grumpy Bear, which are now available as Comfywear onesies.

“Our new Care Bears costume collection adds another fan favourite to our portfolio. Many of us grew up loving these beloved bears, and the new range adds modern style to the nostalgia of the characters,” said Fran Hales, head of Portfolio and Marketing at Rubies, at the time of the announcement. “We are looking forward to adding more Comfywear Onesies to the range, offering the perfect mix of costume and apparel for consumers.”

Playmobil partners with Birds Eye for promotion

Playmobil has netted a new partnership with Birds Eye that will see a mini Captain figure given away with every two packs of Mini Fish Fingers bought.

fish fingers

Playmobil has announced an exciting new promotional partnership with Birds Eye. From April to June, customers can make the most of the company’s new offer by purchasing two promotional packs of the recently launched Birds Eye Mini Fish Fingers.

This exclusive promotion will be available from 1st April to 30th June, supported by eye-catching in-store POS displays in major supermarkets across the country.

This collaboration between Playmobil and Birds Eye aims to bring joy and fun to families across the UK, combining the magic of imaginative play with delicious and convenient meal options. Both brands are excited to offer this unique opportunity to their loyal customers, creating memorable experiences and moments of delight.

Adam Moore, Marketing Communications manager for Playmobil, says: “Birds Eye Fish Fingers have been a classic dinner table staple for generations, particularly during kids’ mealtimes. This collaboration is happening at the perfect time, as Playmobil is celebrating its 50th anniversary of bringing play to generations of children.”

Readers can visit www.birdseyeminicaptainoffer.co.uk to find out more about the new promotional partnership, or click here to find out more about Playmobil’s 50th anniversary celebrations, detailed in an exclusive interview with Jamie Dickinson that appeared in the March issue of Toy World.

TIE issues statement on proposed EU toy safety rules

Following yesterday’s European Parliament plenary vote on the proposed Toy Safety Regulation, Toy Industries of Europe (TIE) says it is ‘very worried’ about unintended consequences.

On Wednesday 13th March, the European Parliament approved its position on revamped EU rules on toy safety with 603 votes in favour, five against and 15 abstentions. The text responds to a number of new challenges, mainly stemming from digital toys and online shopping, and says it converts the existing directive into a directly applicable regulation.

While the proposal aims to strengthen the requirements and also bring into effect bans on certain chemical substances in toys, Toy Industries of Europe (TIE) says the proposed rules are ‘asking for the impossible’ and that the European Parliament is ‘giving a huge free hand to rogue traders who will continue to make unsafe toys without caring about any new rules’.

In a detailed statement published on its website, TIE writes: “They are pushing consumers into the hands of these rogue traders. It is difficult to imagine that that is what the European Parliament wants. Toy Industries of Europe is calling on the other EU institutions to mitigate negative effects of the EP report.

While some improvements will help the effective application and enforcement of toy safety standards, very significant concerns remain that will jeopardise child safety:

The European Parliament’s report makes it impossible to use naturally occurring ingredients in toys. That means safe toys like crayons, paints, chalks etc will be banned.
It will also make it extremely difficult to maintain the current exemption for the safe use of stainless steel, which is needed for outdoor toys such as trampolines, go-carts etc. No alternative materials match stainless steel’s durability and safety standards for toys.

The transition period of 30 months is much too short for toymakers to be able to make the significant changes needed to comply with the new rule – many of which are outside their control. After entry into force, toymakers need to wait for new standards to be put in place, obtain clarity certain exemptions allowed for in the regulation, and implement a Digital Product Passport that has yet to be developed (these steps can easily take more than 30 months). And then start the normal 18-month process of developing a compliant toy.

Regrettably, the European Parliament missed an easy opportunity to fix the loophole that lets sellers from outside the EU sell unsafe toys on online marketplaces. It is disappointing for toymakers who prioritise safety to see that online marketplaces still bear no legal responsibility for the sale of unsafe toys from third-country sellers on their platforms.

We had also hoped for the removal of the proposed limited sell-through period for safe toys already on the market when the new rules start applying. The extension to 20 months is not sufficient: hundreds of thousands of safe toys that remain longer on shop shelves will need to be traced down and destroyed. This is an inexcusable waste.”

“While intending to do the opposite, the European Parliament has in fact taken a step backwards in terms of child safety and toys,” said Catherine Van Reeth, director-general of TIE. “We really hope that further down the legislative process, more account will be taken of whether or not what is proposed is realistic and whether it really adds more safety to the toy. Our industry is dedicated to the safety and well-being of children across Europe. To achieve this, we need realistic and enforceable regulations that do not end up only benefitting rogue traders to the detriment of reputable toymakers.”

The TIE has, however, outlined aspects of the European Parliament position that it welcomes:

  • The Digital Product Passport (DPP) is used for simplification. For example, manufacturers can provide compliance declarations in the DPP.
  • A full ban of chemicals that are Endocrine Disruptors for human health was supported. Toys compliant with the current directive already pose no risk in this respect, but a full ban could help to make things clearer for everyone.
  • Requirements on sound and mental health are clearer and enforceable. Only rules that can be applied and enforced will have a positive impact on child safety.
  • A clarification that market surveillance authorities should always contact the economic operator responsible for compliance of a toy. This will ensure that rapid action can be taken in case of safety concerns.
  • Support for SMEs to comply with the new requirements of this regulation.

The organisation has also published a 7-page paper going into far more detail about its stance, which readers can find here.

Rapporteur Marion Walsmann (EPP, Germany), speaking on behalf of the European Parliament, said in a statement: “Children deserve the safest toys possible. With the revised safety rules, we are giving them just that. We are protecting them against invisible dangers such as harmful chemicals and ensuring that warnings such as age restrictions are clearly visible online. The newly introduced digital product passport will ensure that consumers have access to information they need. At the same time, trade secrets will be protected – a strong signal for fair competition and that Europe is the place to do business.”

Readers can see the European Parliament’s full position statement here.

BTHA presents Golden Teddy award to indie retailer

Clive Brown of The Toy Shop Melksham and Trowbridge was given the coveted Golden Teddy at last week’s Toymaster Regional Meeting in Swindon. 

Golden TeddyToymaster is extending its congratulations to Clive Brown of The Toy Shop Melksham and Trowbridge, who was presented with a Golden Teddy by Roger Dyson on behalf of the BTHA (the British Toy & Hobby Association) at last week’s Regional Meeting in Swindon.

Golden Teddy Awards are the BTHA’s way of recognising individuals who possess a high level of honesty and integrity and who are widely regarded to be the industry’s genuinely nice people.

In a statement, the BTHA said: “Clive is the perfect example of what a Golden Teddy Award winner should be; someone who is loyal, respected and has served with dedication over a sustained period in the toy industry.”

Clive joins an esteemed group of honourees recognised for their commitment to service within the Toy industry. In December 2023, The British Toy and Hobby Association (BTHA) presented a Golden Teddy Award to Celine McConnell of Mashal Toy Agencies. The award was presented to Celine by Alan Simpson on behalf of the BTHA at a special event surrounded by colleagues and friends, past and present.

Information on Golden Teddies and other BTHA award nomination information, including previous winners, can be found here.

Board Game Club library initiative gets underway

Board Game Club boxes are set to land in 100 UK libraries ahead of Easter, as Playtime PR commences an initiative designed to increase access to games for local communities.

Board Game ClubFollowing a stellar response from games companies and huge interest from libraries, Playtime PR will be delivering the first wave of Board Game Club boxes to libraries across the country later this month.

The initiative, which aims to increase access to play for local communities through their libraries, will see the first Board Game Club boxes making their way to 100 public libraries across the length and breadth of the country. Each box contains 11 brilliant board games from Asmodee, Big Potato, Gibsons, Imagination Games, Orchard Toys, Ridley’s Games and Spin Master.

“The response by both games companies and libraries has been phenomenal,” enthuses Ceriann Smith, director of Strategy & Creative at Playtime PR. “Almost a third of the signed-up libraries plan to use the Board Game Club boxes to refresh their existing games collections, while nearly a quarter say they’ll use the games to establish a new Board Game Club at their library. It’s great to see such a strong appetite for games in library settings.  We’d like to extend massive thanks to all the games companies that have come on board to support this initiative – we couldn’t do it without their generous support.”

Games companies interested in supporting wave two of the project, which will run in the autumn and will open up the initiative to even more libraries throughout the country, should contact libraries@playtimepr.com.

Longleat welcomes Paw Patrol for Jungle Pups launch

The popular family attraction, Longleat Safari Park, played host to the heroic Paw Patrol pups over the weekend as fans celebrated the launch of the new Jungle Pups theme.

Mashall from Paw Patrol aboard the safari boat at Longleat

Paw Patrol has gone on safari at Longleat to celebrate the launch of Jungle Pups, the latest series from the hit pre-school property.

A life-sized version of the iconic Paw Patroller vehicle, as well as the famous pups themselves, visited Longleat Safari Park in Wiltshire for a weekend of jungle fun on 9th and 10th March. Thousands of families visited the life-sized Paw Patroller, created by Blue Kangaroo Designs, with a wild jungle makeover and looking exactly like it does in the newest episodes of the show. This must-visit real-life adventure experience follows the release of Paw Patrol’s new Jungle Pups-themed toy range.

Embracing the chance to get wild, Marshall also hopped aboard the iconic Longleat boat safari to see an incredible range of animals including gorillas and sea lions.

Becca Hanlon, senior brand manager at Spin Master, said: “Paw Patrol gets mightier by the day. We had an amazing time bringing the incredible life-sized Paw Patroller to life for little ones to jump aboard and enjoy in such a fantastic location: it was a joy to see kids’ faces so excited at the jungle theme.”

John Broughton, Sales and Marketing director at Longleat Safari Park, added: “We’re so thrilled to have had this exciting extra adventure for our guests and loved hosting the Jungle Pups at Longleat. There are so many animals and wildlife to see and explore, and we had a brilliant time seeing everyone’s favourite characters come to life.”

Wow! Stuff unveils aggressive Nano Pods growth strategy

Even more licences and a slashed RRP are setting Wow! Stuff’s Nano Pods collection up for a strong 2024, as consumer spending remains squeezed.  

Nano PodsWow! Stuff has announced the launch of an even bigger line up of its Nano Pod kids and kidult ‘connectable collectibles’ along with a dramatically reduced new RRP of just £2.99.

Wow! Stuff’s general sales manager, Tony White, commented: “Our ‘connectable collectable’, Nano Pods feature a broader range of fan favourite superheroes and iconic character brands than ever before. As volume goes up, our pricing has come down. Many foil bagged collectibles are typically around the £5.00/$5.00 retail price point and vying for shelf space in a crowded market. We’ve created a really beautiful new foil bag blind pack and a new CDU dispenser that holds 24 pieces. At just £2.99, they’re nearly half what the 2023 typical retail prices were and will grow our share of the licensed character figure collectibles category.”

Each hexagonal Nano Pod contains a miniature character figure and features a satisfyingly tactile slot-together display pod. As consumers collect top tier brands including Marvel, Disney, Wizarding World, TMNT and Wednesday, they simply connect each character together to build any pattern they like: they can write their own name in Nanos or the name of their favourite characters, or build the outline of a figure and display it on their wall or shelf. Tony adds: “No longer will kids’ and kidults’ collectible toys have to gather dust in drawers.”

For all sales enquiries, contact tony.white@wowstuff.com