We had a series of wonderful retailer interviews in our January issue and it’s been tough to decide which one to read with the morning coffee. We decided to go for happiness (what else at this time of year?) and this epitomises it  – “It’s a fantastic time to be in the toy business, says Ann-Marie Edwards, senior category manager toys at online retailer, Very.”

Enjoy your coffee and your Friday morning read

How would you describe your toy range?  

It’s a curated selection of popular brands and appealing price points, designed to delight our customers. We’re always on the lookout for exciting new products and brands to keep our assortment fresh and engaging throughout the year.

What are your key product categories?  

Lego, arts & crafts, and dolls & playsets are consistently our top performers, captivating young imaginations and fostering creativity.

How do you find products?  

We make it a priority to stay ahead of the curve by attending international toy fairs. These fairs, along with seasonal previews at our key suppliers’ showrooms, give us valuable insights into the latest trends and innovations in the toy industry.

Which licences are hot news? 

We’re focusing on licences with proven appeal and strong consumer demand. Stitch, Harry Potter, Star Wars, Barbie, and Bluey represent established franchises with dedicated fan bases, offering significant potential for successful product integration.

What was popular this Christmas?  

We saw a fascinating mix of trends influencing what kids were playing with. Nostalgia and classic play patterns remain important, but there was also a huge surge in toys inspired by online trends, digital content, and a desire for both creative expression and mindful activities.

Have you spotted any hot trends/crazes for 2025?

The toy industry is as dynamic and exciting as ever. We’re seeing adults rediscovering the joy of play with collectible figures and intricate building sets, tapping into nostalgia and a desire to connect with their inner child.

At the same time, kids are captivated by miniatures and the exciting crossover between digital and physical toys, fuelled by the popularity of gaming, anime, and YouTube creators. 

Strong licences such as Disney, with its enduring appeal and upcoming releases, are a key part of our strategy, alongside trends for creativity and wellness that encourage mindful activities and self-expression. 

It’s a fantastic time to be in the toy business, and we’re perfectly positioned to leverage these trends with our product range.