The toy brand enters its ‘next phase’ with the recently refreshed Sensory ToyBox and a starring role in Hunter Price’s new season showroom
Hunter Price International’s flagship toy brand Toy Mania is celebrating its 13th birthday.
The brand’s toy story began with puzzles and games, and now spans a global family of sensory, collectible and impulse play brands. From fidget poppers and spinners, to slime, squishies and more, Toy Mania has been part of some of the biggest pocket money trends of the last decade. Today, it continues to see year on sales growth, with the global squishy phenomenon accelerating international demand.
Jeremy Winburn, CEO and co-founder at Hunter Price International, said: “The Toy Mania brand has come a long way. Those early puzzles and games were just the start. Seeing what the team has built since, and how far our brands now reach, makes me incredibly proud.
“We’re in the fast-moving business, and they don’t come much faster than trending pocket money toys and I love it just as much as I did all those years ago. I still get that buzz every time I see our brands on the shelves, from my local high street stores to our customers across the world.
“There’s something quite fitting about hitting our teenage years. Teenagers test boundaries and can be a bit disruptive, and we’ll be bringing plenty of that spirit to what comes next. We’ve got such a great team, full of experience, ambition and energy for some really excitingyears ahead.”
The portfolio includes, Sensory ToyBox, Oozey Goozey, Putteez, Squish & Squiggle, Taba Mochi and 3D Labs, to name a few. Together they reflect the evolution of the category, from the rise of fidget toys and creative compounds to today’s demand for squishies and tactile collectibles. Trend-led design, quality and value remain at the heart of its development.
And puzzles are still very much part of the picture. Puzzle Nation, one of the newer additions to the Toy Mania family, builds on the brand’s early roots with its own distinct identity.
The milestone comes as Hunter Price continues to invest in Toy Mania’s next phase. The recently refreshed Sensory ToyBox identity is just the beginning, with new product development moving at an unprecedented pace across the portfolio. It all comes together in Hunter Price’s new season showroom, where Toy Mania now takes centre stage.
Next up, Toy Mania will be gearing up for toy fair season in early 2027 in London and New York. The brand will also continue to turn up the volume across social and content-led marketing, sharing new products, retail launches and campaigns.
