Just Play UK

Blog Post 

Full Name: Amy Saunders

Job Title: UK Country Manager

Toy Fair is one of my favourite dates in the diary. It’s a chance to meet with our customers all in one place – both existing and prospective. It’s also our first real opportunity to shout about all the amazing new launches we have planned for the year ahead. And it’s these two things combined that I love most about Toy Fair!

I’m not quite sure where time has gone, but 2026 will be our FIFTH London Toy Fair exhibition. And with each year comes bigger and better things! So, what can visitors expect from Just Play’s fifth London Toy Fair exhibition?

Our 2026 portfolio is more exciting than ever and promises a winning blend of nostalgic favourites and fresh innovations.

Expect a brand-new series of Disney Doorables that will bring a host of new Disney characters to collect. It’s one of the most unique and collectible formats in Doorables history…

Winnie the Pooh turns 100 in 2026, and we’ve got an iconic range to mark the occasion. Our Disney Winnie the Pooh Collectibles are packed with cozy charm and display-worthy cuteness, which will appeal to all generations of Pooh Bear fans.

We all know Disney Stitch isn’t going anywhere anytime soon… and we’ve got lots to delight fans in 2026. Expect some cute, new collectible formats for spring, as well as an adorable Many Moods Angel Feature Plush with expressive LCD eyes and 50+ sounds and reactions. She’s totally adorable. Come and give her a cuddle and you’ll see Angel’s big personality come to life like never before!

The furReal brand keeps kids coming back time and time again with its super-interactive pet pals. Coco the Tumbling Panda, Maggie the Feed & Follow Cow and the adorable sub-£20 palm-sized Handfuls will remain hot for spring. But if you’re visiting the stand, you’ll be offered an early introduction to the amazing new characters launching in 2026.

A new Disney Pixar Toy Story film is coming… so be sure to also ask about the amazing new arts, crafts and activity lines that are being added to our Tara Toy offering.

This is just the tip of the iceberg! If you come and see us at Toy Fair, we’ll also give you a first look at some other incredible launches planned for 2026.

Time your appointment right and you may even get to witness our rite of passage that is opening the bubbles at 4pm to celebrate a good day on the Just Play UK stand!

How many years have you exhibited at Toy Fair? Any favourite memories?

I almost can’t believe it, but this will be my 30th year at the London Toy Fair and my fifth representing Just Play.

Having attended for three decades I have collected many fantastic and funny memories from my time at Toy Fair, but seeing the Just Play stand and presence expand over the past five years is up there as one of the best.

What top tip would you give to a fellow exhibitor or visitor attending their first Toy Fair?

Prepare for Toy Fair like you’d prepare for a mountain hike – comfy shoes, warm layers and sugary snacks!