Simba Smoby Toys UK: Revving up the excitement

Must see at Toys Fair 2023

Following impressive growth over the past few years, Simba Smoby Toys UK is looking forward to continuing its upward trajectory in 2023, with a strong cross-category mix that will appeal to all ages and interests. 

The company will be revving up excitement for 2023’s incredible movie slate, with new lines and licences added across the Jada Toys range. A freshened-up fleet in the Hollywood Rides collection will support a year of back-to-back blockbuster releases from powerhouse franchises including Marvel, DC, Fast & Furious, Transformers and more. Jada Toys’ Hollywood Rides range lets film fanatics bring their favourite flicks into their homes with miniature scale vehicles and figures. 

The Transforming Optimus Prime RC is sure to be a fan-favourite. The classic retro styling of both the figure and the pack makes this item collector ready. Take it out of the packaging and watch as it transforms between Truck and Optimus Prime Autobot form. This vehicle offers full function RC, light and sound effects, and is 34cm tall in Autobot mode. 

Collectors will also discover a new segment for the Jada Toys diecast vehicle range: Pink Slips. The new line takes inspiration from the likes of the Fast & Furious franchise and the driving game Street Racing Syndicate, where the drivers are racing for pink slips. Win the race to win an opponent’s car – or lose and forfeit yours. Pink Slips promises the most varied style of licensed, collectable die-cast vehicles, offering a vast selection of unique colours and finishes and styles, on a variety of scales, including 1:64, 1:32 and 1:24. Don’t miss the Lamborghini Aventador SV or the McLaren 72OS, with colour-changing chameleon paint.

Commemorating the Walt Disney Company’s centenary will also be high on the agenda for Simba, with the launch of the Disney 100 Years of Wonder line-up in the master toy plush collection. This iconic collection will allow fans to immerse themselves in a celebration of the past, present and future of Disney. The D100 Sparkly Mickey and Minnie 25cm lines will be must-haves. The duo comes dressed in platinum outfits, made from sparkly fabric with embroidered polka dots or buttons. Fans will also be keen to collect the five characters in the D100 Platinum Colour Series. Grogu, Dumbo, Pooh, Simba and Stitch are available as 25cm plush pals, with shiny velour, satin and sparkly fabrics. Retailers will also be invited to share in the festivities, with special anniversary FSDUs and CDUs available to showcase the range. 

Disney’s latest characters will also be present in 2023’s Disney Plush collection. With Star Wars: Young Jedi Adventures coming to a galaxy near you this spring, little fans will be able to cuddle up to a stretchy, squashy, cute version of Nubs – their favourite friend from the preschool series. Disney has revealed that Wish is to be its big Christmas release of the year and there’s a soft toy assortment comprising three lead characters that will tie in with the movie release. 

Meanwhile, the trusted Smoby brand will continue to offer little ones the most realistic roleplay experience, with some wonderful additions to the range. Big news is that Spidey and His Amazing Friends has spun its web in the Smoby portfolio, bringing together two beloved preschool brands. A hero line will be the Spidey and His Amazing Friends Bricolo Workbench that allows kids to build their own Spidey Crawler vehicle. Once complete, it’s ready to launch and chase after baddies. 

From DIY stations to the heart of the kitchen, Smoby is to introduce two new pretend-play kitchens. Making for a seriously chic entry point into the range, the Nova Kitchen is a rounded roleplay space that features magic functions, including cooking sounds. It comes with 13 accessories, including a frying pan with pancake flipping mechanism. The contemporary vibe continues with the Kitchen Loft: a modular urban kitchen design that’s sure to be popular with modern families. 

Brand awareness is also sure to be at an ultimate high, thanks to significant investment into marketing. 

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