When it comes to Easter, lots of people now look for non-chocolate gifts to offer their loved ones. We take a look at what kinds of toys are being bought and why.
Move over Cadbury’s: toys are the new Easter eggs!
Family & Lifestyle
Women in toys: breaking barriers and leading change
International Women’s Day is the perfect time to celebrate the trailblazing women shaping the UK toy industry. Over the past 25 years working in the industry, I’ve witnessed dramatic change. Gone are the days of being one of few women walking the aisles at toy fairs – with stands manned solely by men! Thankfully, there … Read More
Highlight’s POV on the best bits from the toy industry in February
From heartwarming nostalgia to bold political statements, this month’s standout toy campaigns are tapping into powerful emotions. Brands are crafting stories that not only capture attention but also inspire action. Here’s our roundup of the best toy campaigns from the past month, showcasing the diverse and evolving landscape of the toy industry. 1. The future … Read More
PR in full bloom: the flower power trend winning over kids and adults
Whether it’s limited-edition products, unforgettable experiences, or epic collaborations, alternative takes on flowers are captivating hearts across generations—and the craze is only growing stronger, influencing gifting occasions throughout the year.
Why Toy Marketing and PR isn’t just for Christmas
H1 might seem like the quiet before the storm in the toy world, but it’s a crucial time for toy brands to build authentic connections, collaborate with influencers, and tap into new shopper opportunities. Engaging early leads to better customer retention and higher sales later in the year. Here’s why H1 should be your toy … Read More
Kids’ TV in 2025: how the industry is evolving
Children’s content is thriving. Netflix’s second-most-viewed category in early 2024 was kids and family. Yet, the industry faces challenges: CITV shut down, CBBC moved online, and concerns grow over commercial kids’ TV disappearing altogether. So, how is the industry adapting? The power of Kidscreen Summit Key players in children’s TV will flock to San Diego … Read More
JANUARY VIBES: Big wins, hot trends, and exciting toy releases
As we head into February, the UK toy industry is off to a strong start. Here’s our ‘January Vibes’ round up of hottest news, trends and releases you need to know.
The Nostalgic Toy Renaissance: Why Collectibles and Iconic Favourites Are Making a UK Comeback
Nostalgia is a powerful emotion. It evokes comfort, joy, and a longing for simpler times—a sentiment that has increasingly shaped consumer trends in the UK. From plushies and tech-enhanced Tamagotchis to reimagined movie tie-ins like The Lion King, the toy industry has successfully tapped into this collective yearning, fueling the rise of collectible and iconic … Read More
Highlights: Big Bets on 2025 Toy and Family Trends
As the year winds down, we’re unveiling our top 10 toy and family trends poised to shape 2025. From shifting consumer values to tech innovation and sustainable play, these predictions spotlight what’s next for toy brands and families. Let’s dive in! 1. Kidult Craze Takes Over The ‘kidult’ market is exploding, with nostalgia-driven toys, premium … Read More
Why Grown-Ups Are the New Kids
The £1 Billion ‘Kidult’ Market Toy Brands Can’t Afford to Ignore Toys aren’t just for kids anymore. In 2023, the so-called ‘kidult’ market – adults indulging in play for nostalgia, stress relief, or creative expression – accounted for a whopping 28% of the total toy market. That’s nearly one in every three pounds spent on … Read More
Children’s author writes bedtime poem to launch Thready Bear
Children’s author writes bedtime poem to launch Thready Bear. Teddies, Talent and Modern Poetry… That’s what we brought together in a recent toy launch for Moose Toys, with the one and only, Michael Rosen.
Reindeer in September at the Big Christmas Press Show!
Christmas arrived at the Business Design Centre in Islington this week with two live reindeer bringing the festive wows to the Big Christmas Press Show, where we were on hand to promote our client Moose Toys.
Festival magic: how we helped turn Moose Toys into a Camp Bestival HIT!
At Highlight, we pride ourselves on crafting unforgettable experiences that resonate with consumers and put our client’s brands on loudspeaker. Our latest big bang for Moose Toys was no exception. This year’s Camp Bestival in Dorset saw Moose become the festival’s official toy partner – a first for the company. Our brief was two-fold: create … Read More
Life’s a playground in Nuremberg!
It’s that time of the year again – long days, thousands of steps, sore feet but 2024 Nuremberg Toy Fair didn’t disappoint…
2024 toy trends: Fresh from London Toy Fair
What happens when you bring the latest and greatest from the toy industry together? You get the London Toy Fair!
Spotlighting nostalgia in the toy industry
Read about the trend for nostalgia in the toy industry, Miffy’s growing market presence and the opening of the UK’s first Miffy pop-up.
Supporting Swindogs: fetching premium coverage for charity
We helped raise £165,000 for Julia’s House Hospice promoting its Swindogs in The Big Dog Art Trail via PR, social media and influencer relations
What are the biggest toy trends for 2023?
Spielwarenmesse TrendCommittee – the organisation behind Nuremberg Toy Fair (Europe’s largest trade event) – recently talked to international experts, trend scouts, market researchers and the media to identify the big three global trends for 2023. Here’s what you need to know…
BLE 2022: The future is empowering, bright and pushing boundaries
Brand Licensing Europe (BLE) was back with a bang this year, and Highlight’s consumer team were on-the-ground checking out what will be hot (and not) next year…
First Miffy food pop-up at Westfield London
Miffy’s first UK food pop-up launches this summer at Westfield White City when Dick Bruna’s classic character takes over Ichiba, Europe’s largest food hall from 11th July (until 30th September 2022).
Miffy launches responsibly sourced men’s apparel collection
Today is Earth Day and to mark the occasion, Miffy – the iconic bunny character created by graphic artist Dick Bruna – is launching a new limited edition, responsibly sourced men’s knitwear and accessories range.
Paper Owl Films launches work experience scheme for autistic minds
April marks World Autism Acceptance Month.
To mark the occasion, we’re helping our client Paper Owl Films launch ‘the Pablo Academy’ – a work experience scheme specifically aimed at neurodivergent wannabe animators.
Miffy Afternoon Tea launches in London
Instagramable-themed afternoon teas are all over the menus of London’s top eateries this Spring.
London Toy Fair 2022
It’s been two years since the last London Toy Fair, so we were excited to be back at Olympia this week….
Grant Associates to create ‘Superbloom’ at Tower of London for Queen’s Jubilee
The moat at the Tower of London is set to be encircled by millions of flowers next summer to celebrate the Platinum Jubilee of Her Majesty The Queen.
Expert spotlight: Charlotte Stirling-Reed
If you’re a new parent, you may have heard of Charlotte Stirling-Reed.
Highlight PR to promote the first kids’ virtual influencers
Highlight has been hired to promote the first virtual influencers for kids.
UK toy industry buoyant despite COVID
Last week’s NPD report on the UK toy industry in 2020 was welcome news at Highlight.
Influencer Spotlight: Ivy Beau’s Life
We shed light on life as a digital influencer as we catch up with established parenting influencer @xivybeauslifex
5 winning brand partnerships with kid’s characters
Good things come in pairs. A widely accepted saying that’s particularly true in the world of licensing. We look at some great win-win partnerships involving children’s character brands.
PR for licensed characters: why it matters
A solid PR strategy applies to all stages of a licensed character’s lifecycle. It’s the key ingredient to reaching the right audience with the right message at the right time.
Anniversary PR: make the most of your milestone
Anniversaries deserve to be celebrated. The important milestones of brands, characters and companies should not be overlooked. A focus on anniversary PR always pays off in the long run.