In the new fast-paced party game from Moose Games, fans of MrBeast can take part in his high-energy challenges to compete for Beast Bucks.

Building on its partnership with MrBeast, also known as Jimmy Donaldson, Moose Toys has introduced MrBeast: The Ultimate Game, through its gaming innovation division, Moose Games. The first-ever board game from the creator, MrBeast: The Ultimate Game is a fast-paced party game designed to immerse players in the world of MrBeast’s challenges, drawing inspiration from his YouTube videos and digital content.

“With MrBeast: The Ultimate Game, we’ve crafted an experience that throws players right into the heart of a MrBeast challenge, full of high-pressure competition and unpredictable moments that will keep everyone on the edge of their seats,” said Ben Krenz, Global General Manager of Games, Moose Toys. “We worked closely with the Beast Industries team to ensure the game is built around moments that test players in unexpected ways, while unleashing their competitive energy and creating unforgettable group moments – delivering an authentic experience for fans of MrBeast’s content.”

Reimagining MrBeast’s high-energy challenges where fans compete for cash and glory, this party game brings his signature chaos, humour and competition to both casual players and dedicated fans. Players draw Challenge, Duel and Party cards that push them to do unexpected things from performing end-zone dances to sending a chaotic text, ultimately seeking to collect a jackpot of Beast Bucks. With secret Side Quests and unpredictable moments around every corner, each round is packed with laughter and maybe even some psychological twists.

“Beast Industries is a global consumer platform that transcends any single medium, and games are a natural extension of the MrBeast brand,” said Jeff Housenbold, CEO of Beast Industries. “We’re constantly finding new ways to bring Jimmy’s creative vision and competitive spirit to global audiences, and MrBeast: The Ultimate Game is the perfect example of that.”

The development of the game follows the successful launch of Moose’s MrBeast partnership in 2024. The collaboration began with MrBeast Lab, an innovative line of collectibles and action figures that was the No.1 new toy property in 2024, according to Circana. In 2025, Moose launched MrBeast Lab, a new animated shorts series that premiered on the Beast Animations YouTube channel and currently boasts more than 45m views.

MrBeast: The Ultimate Game is designed for ages 10+ and will be priced at £24.99. Fans can be the first to host their own Beast Games style competition at home, with the game being released on 1st August from retailers Smyths and Amazon.

For more information, contact Moose Toys on 01637 882 200.

The viral collectible brand from Goliath is expanding with an all-new Bubble Pop Click sound and 70 fresh characters.

Following the rapid success of Clickeez, Goliath is introducing its most ambitious collection yet with the launch of Clickeez Series 3: Bubble Pops.

After selling more than 10m Clickeez globally in less than a year, the latest series arrives with a newly developed Bubble Pop Click sound and 70 all-new characters, building on the collectible line’s growing popularity with children, collectors and sensory toy fans alike.

Clickeez continues to tap into key consumer trends spanning collectibles, fidget play and social media culture. Since launching in 2025, the brand has quickly established itself as one of the standout success stories in the fast-growing collectibles category.

“Clickeez didn’t happen by accident,” said Brian Weiss, President, Goliath Group North America and Global Toys. “We built it around the behaviours and trends consumers were already engaging with. Bubble Pops takes that concept even further, with enhanced product design, a stronger sensory experience and a collection that feels more cohesive than ever.”

Inspired by the ASMR and social media trends that helped fuel the brand’s growth, Series 3 introduces a newly engineered Bubble Pop Click, designed to deliver a softer, more satisfying tactile and auditory experience. Rounded character shapes, pastel colour palettes and a more refined visual identity reflect current consumer preferences across collectibles and sensory play.

The launch comes as the collectibles sector continues to demonstrate strong momentum. According to Circana, the US collectibles market grew by 33% through Q3 2025, with retailers increasingly seeking products that combine collectability, interactivity and repeat purchase appeal.

Series 3 features 70 new characters across four themed collections: Pink Life, Baked Goodies, Magical Glow and Forest Pals, with a new TVC and content airing across linear and across social from the 20th June.

The launch also reinforces Goliath’s wider commitment to sensory-led play. Following its acquisition of Crazy Aaron’s and the success of products including Jelly Blox, the company continues to expand its presence within the category, with Clickeez emerging as one of its fastest-growing brands.

Clickeez Series 3: Bubble Pops launches this summer, with additional expansion planned through licensed collections featuring Hello Kitty and Care Bears, bringing two globally recognised brands into the Clickeez universe.

For more information, contact Goliath on 01483 449 944.

The first-ever Puppet Company window display highlights the joy of puppets for six weeks with a summer scene in one of Hamleys’ iconic windows.

The Puppet Company is taking centre stage at Hamleys Regent Street this summer with its first-ever dedicated window display, celebrating 25 years of puppets. Running from 11th June to 21st July, the installation has transformed Window One of the shop’s four main window sections into a puppet-filled summer scene for visitors to discover in the heart of London.

To mark the occasion, Elmer, the much-loved patchwork elephant, unveiled the window alongside The Puppet Company’s family team. Elmer is a core part of The Puppet Company’s character offering, bringing his stories and his message of individuality, kindness and self-expression to life for children and families through play.

The display features puppets from The Puppet Company in a magical, summery funfair scene, at the centre of which puppets play on an enchanting moving ferris wheel with puppets in the seats, while a hot air balloon floats in the background.

In the foreground, viewers can spot colourful sock puppets and hand puppets, monkeys, monsters and more. Eagle-eyed visitors may also spot a selection of familiar characters hidden throughout the display. Families will be encouraged to look closely as they explore the window, with several well-loved faces making surprise appearances. There will even be a nod to the World Cup in the shape of three puppet lions playing football.

The display is a reminder of the long-standing relationship between Hamleys and The Puppet Company. There’s replica of the iconic Hamleys Puppet Theatre, which runs shows using The Puppet Company’s products. Visitors can find all the puppets showcased in the Window One display in the large area of the ground floor devoted to The Puppet Company.

Keane Herman, Head of UK Retail Trading at Hamleys, said: “This display is perfect for the carefree summer months. We’re delighted to be working with our friends at The Puppet Company on this marvellous project.”

Sue Lockey, Owner and Co-Founder of The Puppet Company, added: “Like many other families, we have fond memories of the whole family visiting Hamleys over the years. Being a regular supplier to the famous shop and helping with its puppet shows has been a wonderful experience, but being in the window is a dream come true. It’s something that my husband and our late Co-Founder Peter Lockey would have absolutely loved: bringing the magic of our puppets to life.”

The display is visible to the millions of visitors who pass through Regent Street each year and forms part of Hamleys programme of immersive in-store experiences, bringing together toys, entertainment and family fun in the heart of London’s West End.

In the June issue, Toy World sat down with Marion Sakowski, Director of Business Development of the platform, to discuss how Walmart Marketplace has evolved since its launch in 2009 and how it can help toy businesses grow.

Walmart is a people-led, tech-powered omnichannel retailer that helps people save money and live better in stores, online and through their mobile devices. Walmart Marketplace offers customers access to a much broader range than they can find as part of its owned assortment and allows international businesses to sell products directly to customers on Walmart’s website and app. Toys have always been a popular category with Walmart customers, and now the company is seeing rapid growth in collectibles too. For instance, sales of trading cards have soared, and some categories are growing over 10 times year-on-year.

“As the platform continues to grow, Walmart supports sellers with resources, analytics and promotional opportunities, making it a competitive and dynamic space for businesses to expand their reach and succeed online,” said Marion. “Today, Marketplace is a place where both emerging brands and established global players can launch quickly, learn fast and scale with confidence.”

There are a few things that set Walmart apart from other online platforms, including the fact that it provides human, seller-first support. Its people-led approach is a core part of the brand; sellers consistently tell Walmart they feel seen and supported, not lost in a system. As a result, last year the business opened an office in London to support sellers based in the UK and Europe to get started and to grow.

Through its omnichannel reach, Walmart customers discover products online, in stores and through the app, with conveniences like easy in-store returns that boost conversion. The retailer also provides flexible, seller-friendly economics with no setup fees or monthly fees, transparent incentives and one of the most competitive fulfilment cost structures in the industry.

To read the full interview in the June edition of Toy World, click here.

According to new research released to mark International Day of Play on 11th June, three-quarters of parents still feel emotionally connected to the toys, characters and fictional worlds they grew up with.

A study of 1,000 British parents with children aged 10 and under has found that childhood toys continue to hold strong emotional significance for families, with 50% of parents admitting they regularly feel nostalgic about the toys, brands and characters they loved growing up.

The study was commissioned by Mattel to explore how play is evolving for a new generation of children, following the launch of its Disney and Pixar Toy Story 5 range, which includes the classic toys from 30 years ago, alongside new interactive features capable of triggering conversations, sounds and reactions.

The collection has been designed around the idea of blended play, combining physical toys with interactive technology to create more immersive storytelling and shared play experiences for families.

Mattel spokesperson, Celine Ricaud, said: “The Toy Story universe has long demonstrated the power of play, sparking imagination, emotional connection and storytelling that resonates across generations. Through the latest Toy Story 5 range, we’re bringing those experiences to life in new ways that encourage creativity, shared play and family connection.”

Dr Jacqueline Harding, an international childhood development and education expert who has teamed up with the toymaker, said: “We get attached to our toys as a result of the fictional worlds they teleport us into. For many adults, toys are tied to memories of comfort, creativity and identity during childhood, which is why seeing those same characters resonate with their own children can reactivate powerful memories and create a unique emotional bridge between generations.”

The findings also highlight how childhood play itself is evolving for a new generation, with 8 in 10 parents believing children increasingly expect toys to feel more responsive, interactive and immersive during playtime. More than two-thirds of parents (68%) believe modern toys increasingly feel like experiences rather than traditional toys alone.

Children now regularly move between an average of 4.9 different characters and fictional worlds in a single day as they switch between toys, streaming content, gaming, YouTube and imaginative play. In contrast, 21% of parents said their own childhoods were often shaped by just one or two make-believe worlds.

The findings also suggest parents are increasingly looking for balance, as 88% of parents agree screens and mobile devices can sometimes distract children from traditional imaginative play. They believe the toys of the future will increasingly need to blend storytelling, creativity and interactive features to hold children’s attention in a digital world.

Jacqueline added: “What’s changing now is not the importance of imaginative play, but the way children’s brains experience it. Today’s children are growing up in an always-on interactive world, so naturally they expect play to feel more immersive and responsive too. Technology and imagination need not be viewed as competing forces, when in reality they can work together to enrich children’s play experiences.”

These themes will also be discussed at a special panel event hosted at the Young V&A in London, where experts from across the toy, entertainment and children’s sectors will gather to explore the future of play and how childhood is evolving for a new generation.

Catherine Ritman-Smith, Head of Learning and Engagement at the Young V&A, commented: “Play is a fundamental part of childhood, supporting learning, exploration and the development of new skills. While the ways children play may evolve, imagination remains at the heart of the experience. Children still want creativity, role play, adventure and emotional connection – and those qualities are as important today as they have ever been.”

The World Football Stars Top 200 Top Trumps collection features six collectible packs showcasing many of the world’s leading male and female footballers.

Winning Moves is gearing up for a huge summer of football, with its latest World Football Stars product range now available at retail ahead of the upcoming FIFA World Cup.

Launched in 2024, the World Football Stars Top 200 Top Trumps collection features six collectible packs showcasing many of the world’s leading male and female footballers. The latest range of Top 200 packs are presented in distinctive premium chrome-finish cases, encouraging collectability and repeat purchase.

The wider World Football Stars range includes Top Trumps, Goddit!, Whot!, Waddingtons Playing Cards, Quiz, Puzzles and Football Gift Sets featuring a Size 5 football and an exclusive Top Trumps Megastars pack.

The range is now available across almost 3,500 retail outlets spanning grocery, convenience, specialist retail, petrol forecourts and independent retailers. Products are supported by a broad mix of merchandising solutions, including core shelf placements, clip strips, gondola ends, counter display units, cardboard shippers and metal FSDUs, enabling retailers to tailor the range to suit their available space and customer base.

Kieran McNamara, Head of Retail Sales, said: “To support retail listings, Winning Moves has invested heavily in a comprehensive summer marketing campaign. The programme includes partnerships with some of the world’s leading football content creators, delivering engaging World Football Stars content across major social media platforms and digital channels.

“The campaign is further supported by online advertising, promotional activity and targeted digital marketing designed to reach millions of football fans globally throughout the summer. We’re super proud and excited about the range.”

At retail level, additional investment includes:

• National social media amplification through a dedicated agency partnership
• Radio advertising across major UK stations
• Sampling through football magazine sachet inserts
• Digital advertising across Amazon channels
• Consumer gifting activity at Powerleague venues across the UK

With football fever building ahead of the tournament, Winning Moves expects strong consumer engagement across the World Football Stars range and looks forward to helping retailers capitalise on one of the biggest sporting moments of the year.

Beehub, the Netherlands-based global strategic partner of On Top, has organised an exclusive hosted buyer trip to Shantou, taking place from 1st-4th September.

Beehub is giving a carefully selected group of toy buyers direct access to the heart of global toy manufacturing, with an exclusive visit to the On Top showroom in Shantou, China, this September.

6 in 10 plastic toys sold worldwide are manufactured in Shantou’s Chenghai district. The city is home to over 20,000 registered toy manufacturers, operating within a concentrated industrial ecosystem that has no real equivalent anywhere in the world. Yet for many toy buyers, structured access to that ecosystem has remained fragmented or difficult to arrange.

Beehub, the Netherlands-based global strategic partner of On Top, has organised an exclusive hosted buyer trip to Shantou, taking place from 1st-4th September. The centrepiece of the visit is the On Top showroom: a physical B2B sourcing hub currently expanding to 80,000m², making it the world’s largest permanent B2B toy showroom, with 10,000+ suppliers exhibiting across all major toy categories.

A carefully selected group of toy buyers across retail and sourcing will travel to Shantou to meet verified manufacturers, explore products across all major categories, take part in one-on-one supplier meetings and visit various manufacturer locations. The full cost of the trip, including economy flights, hotel, meals and local transport, is covered by Beehub.

Participants work through a curated sourcing visit: guided by category, supported by on-site interpreters, with the option to pre-book meetings with specific manufacturers ahead of arrival. Those who are ready to move forward can place orders directly during the visit.

“For toy buyers, this is a chance to stay ahead: to discover new angles, new efficiencies and to see first-hand where the next trends are being built,” said Tom Chen, Global VP at On Top.

On Top manages access, visibility and sourcing infrastructure in China, including a network of verified suppliers, transparent factory pricing and quality control during production. All ordering, contracting, logistics and after-sales outside China can be handled by Beehub from the Netherlands.

For experienced sourcing professionals, the visit offers a chance to benchmark current practices, spot emerging trends at the source and explore new angles and more efficient models. For toy buyers who want more direct oversight of pricing and production, the infrastructure is already in place. Either way, accountability is built in from the start, with Beehub handling ordering, compliancy, contracting and after-sales from the Netherlands. MOQs start low, sometimes per carton, which makes the model as relevant to small and mid-sized buyers as to larger chains.

The September visit is by invitation only. Buyers can register their interest at www.ontoptoys.eu/invitation. For questions, contact Mirte van Wetten directly at [email protected].

Cat Earth gained popularity at the UK Games Expo, with visitors eager to learn more about the game that combines strategy and interaction with feline chaos.

Cheatwell Games is celebrating a hugely successful UK Games Expo debut for Cat Earth, the new board game that imagines a world where cats have finally taken charge.

Created by Gareth Edwards, CEO of Farplace Animal Rescue, and brought to market by Cheatwell Games, Cat Earth combines accessible strategy, plenty of player interaction and a healthy dose of feline chaos. The game proved to be a hit at the show, selling out within just a day and a half of the three-day UK Games Expo.

Visitors flocked to the stand throughout the event, with demo tables constantly busy and players returning with friends and family to experience the game for themselves.

Steve Asbey, National Account Manager at Cheatwell Games, commented: “We’ve launched a lot of games over the years, but it’s rare to see a new title generate this level of excitement straight out of the gate. Selling out so quickly at the UK’s biggest hobby games event gave us real confidence that Cat Earth has broad appeal beyond the hobby market. Retailers are always looking for games that stand out on shelves and get customers talking and Cat Earth is doing exactly that. We’d encourage retailers to get on board early and see for themselves why players are falling in love with this game.”

Following its sell-out Expo performance, Cheatwell Games is now taking orders from retailers looking to capitalise on one of the most talked-about new games of 2026.

For more information, contact Cheatwell on 023 9252 4098 or [email protected]

The awards showed that fresh air can still be the best playground as children tested multiple outdoor toys and games.

The sun may not have received the memo, but the clouds kindly held off long enough for judges to crown the very best outdoor toys of 2026 at this year’s Outdoor Toy Awards.

With children testing, climbing, bouncing, scooting and generally just playing, the awards celebrated the standout products across 10 outdoor play categories.

This year’s winners included:

• Climbing and Adventure – MoVe Jungle Explorer Tent
• Sport and Splash Fun – Stay Active (Character Toys) Kicker Ball
• Outdoor Games – MoVe Spidey and His Amazing Friends 4-in-1 Outdoor Set
• Highly Commended – Mookie Toys Swingball Pickleball
• Highly Commended – Ty Beanie Bouncers
• Science and Nature – Brainstorm Toys Mega Explorer Kit
• Trampolines – Sports Power 8ft Quad Lux Trampoline
• Pre-school Play – Smoby Mud Cooking House
• Highly Commended – Fisher-Price Sports Power Inflatable Trampoline
• Battle and Blaster Toys – Zuru XShot Water Turbo Stream Motor Soaker
• Houses, Tents and Hideaways – TP Toys Deluxe Cottage Wooden Playhouse with Veranda, Slide and Double Swing Arm
• Golden Outdoor Toy Award – Zuru XShot Water Turbo Stream Motor Soaker

The Outdoor Toy Awards celebrate products that encourage children to step away from screens, embrace outdoor play and create memorable experiences in gardens, parks and play spaces across the country.

Nick Gibbs-McNeil, Co-organiser of the awards, said: “The standard this year was exceptionally high. We saw toys that inspired creativity, adventure, physical activity, imaginative play and lots of laughter. But more importantly we saw if you produce great toys, put them in front of youngsters and they will play with them for hours.”

The young judges enjoyed the breadth of innovation on display, from STEM products and active play equipment to blasters and imaginative playhouses. The awards highlighted the continued importance of outdoor play in helping children build confidence, creativity and resilience while having enormous amounts of fun.

As ever, the competition was fierce, with a strong field of entries across all categories. After extensive testing, discussion, bouncing, climbing and scooting, the winners emerged as the very best outdoor toys available to families in 2026.