The Team

John Baulch

Publisher and Managing Director

Favourite toys: Thunderbirds (or any Gerry Anderson series), Striker (Football game from the 70s)
Sports team: Watford FC
Likes: Music/Singing, Football, a chilled NZ Sauvignon Blanc

I have over 30 years experience of working in the toy trade press, dating back to 1980, when I first joined Toy Trader magazine. In January 1983 I was head-hunted by the owner of Toys n Playthings, where I stayed until June 2011 (28 years – you get less time for murder!). Although I have launched numerous publications in other industries over the years, I have always enjoyed working with the toy and licensing trades more than any other I have been involved with. In 2011, I decided that the time was right to branch out and launch my own toy trade magazine: Toy World. I am looking forward to spending the rest of my career in the toy industry, and making Toy World indispensable reading for anyone connected with the toy trade.

Mark Austin

Sales Director

Favourite toys: K-Nex, Meccano, Pogs! My eldest son’s favourite toys include VTech’s Toot Toot range (he loves it!), Gadget the robot, board games such as Destination Junior, Monopoly, and a number of Orchard Toys learning games. He loves Despicable Me!
Sports team: Manchester City, I’m a massive football fan, for a few years I have been a season card holder with my dad. I have to watch every game. I went through all of my school life being a laughing stock for supporting City, I don’t see them laughing now (mainly because I don’t see anyone from school, apart from a Leeds United fan who I feel sorry for!).
Likes: Spending time with my family and my boys Olly and Oscar.

With over 10 years in publishing, working across daily/weekly newspapers, monthly/bi-monthly magazines amongst a number of other platforms, the toy industry is by far my favourite, having two young children it is the perfect industry to be involved in.

Anita Baulch

Circulation & Financial Director

Favourite toys: my dolls Tiny Tears, Katy Copycat, Sindy & Pippa. Also boxed games, especially ones with lots of bits like Haunted House, On the Buses & Cluedo
Sports team: Err…there’s a note from my Mum here somewhere…
Likes: Good food and wine, music, reading, theatre – especially musicals. If I’m not here of an afternoon I’ve probably popped off to a matinee.

Upon graduating from Durham I worked first in store for Boots then at Head Office for Makro, both times heavily involved with the Toy Department.

At a Harrogate Toy Fair Function (you know how it is…) I met John. Reader, I married him and family life became my priority for a while. Now I am delighted to support him and the team in this exciting addition to toy industry publishing. Contact me to update your subscription or for any invoicing queries.

Rachael Simpson-Jones


Favourite toys: Schleich model animals, particularly the horse and African animal collections, Breyer horses, and TY Beanie Babies – especially the classic bears
Sports team: The GB Olympic 3-day eventing equestrian team
Likes: Mountain-biking, walking my two dogs, kick boxing, cooking and films

I graduated from Roehampton University with a BSc. Hons in Zoology having spent many years teaching horse riding – including horseback archery. I then moved into publishing, working as an editor for a company that publishes a range of journals on environmental monitoring equipment. I’m pleased to now be able to take the skills I developed in my previous role and apply them at Toy World magazine, particularly my passion for creating unique and original content across web and print platforms.

Mark Crowford

Design and Production Manager

Favourite toys: Still love the classics such as Subbuteo and Scalextric and don’t need to be asked twice to dig them out of the attic, but to my mind you can’t beat a Call of Duty marathon on the Xbox. I can also play a mean game of Scrabble…currently unbeaten!
Sports team: Life long Arsenal fan and sucker for punishment.
Likes: A good barbeque, holidays in the sun, watching and playing sports, especially football and tennis.

After working in Advertising for a few good years, I decided to go it alone and became a Freelancer and worked with most of the big agencies in London as a Creative Artworker. I moved away from the big smoke for a less hectic work life and I am now over the moon to have struck the right balance and be a part of the Toy World team.

Sam Giltrow

Assistant Editor

Favourite toys: As a child it was my beautiful wooden dolls house. Now, I love helping my son to build his Lego creations, and taxing my brain with a game of Scrabble or Trivial Pursuit.

Sports team: Liverpool Football Club. I have been a huge Red for many years, though unfortunately I don’t get to Anfield that often now, which is a real shame. There’s nothing like hearing the roar from the famous Kop.

Likes: Family time, long walks with our gorgeous black Labrador, trips away in our campervan and drinking good wine with friends. I also enjoy helping to coach junior members at a local athletics club  - seeing the children achieve and progress gives me a huge sense of satisfaction.

Having trained at the renowned National Council for the Training of Journalists’ Harlow College, my 30-year career has seen me work across a wide variety of titles from regional newspapers to lifestyle and business magazines and, for the past decade, at the helm of a B2B magazine for the maritime sector. I am looking forward to bringing my skills to Toy World and covering the latest news from across the toy industry.