Read the December issue today for a sneak peek at London Toy Fair, the latest from the Sensory Toys category, and interviews with toy buyers at John Lewis and Jarrolds
The December issue of Toys n Playthings is now available to read online here.
This issue, Commotion takes our cover story, with CEO and Managing Director James Shepherd reflecting on a successful year for its tickit brand. From a host of award wins, to the development of the innovative guest brand e-commerce business, James says it’s been a “remarkable year” for the team.
“As we move into 2026, we aim to expand the guest brand programme further, bringing in more diverse brands and enhancing our marketing strategies to attract a broader audience,” he says. “We’re also exploring additional partnerships and collaborations to enrich our product lineup.”
Retail editor Clare Turner sat down with John Lewis & Partners Buying Manager Alan Wright to learn about toy trends at the department store group, what’s hot for Christmas, and why nothing beats seeing a child meet Santa. Plus he explains why Toy Fair season is so vital to the buying team’s annual selections.
And Jarrolds Toy Buyer Lauren Eves explores how heritage, flexibility, and creativity drive the success of the Norwich institution.
“We’ve been a part of family shopping for generations, and I certainly remember visiting the toy department as a child, spending my pocket money and scouting out what I wanted to put on my Christmas list,” she told us. “We’re proud to have a strong and diverse customer base, which means staying flexible and responsive to trends is essential. The rise of the kidult market is impossible to ignore, but at the same time, we need to cater to grandparents shopping for timeless family favourites as well as younger generations seeking the latest releases in Lego and Pokémon.”
Plus we take a look at the growing market for Sensory Toys, report back from this year’s DreamToys event, and dive into the biggest news stories of the year.
