Mighty Wheels

Blog Post 

Full Name: Charlotte Norton

Job Title: Senior Account Executive

SmartZone is thrilled to be exhibiting at Toy Fair 2026. We will be showcasing our flagship brand, Mighty Wheels®️range of construction toys and all new Mighty Man™️ action figure, alongside our Mighty Rally™️ Line of Soda Van Launchers and a new line of Wood Pre-school Mini vehicles to introduce our youngest buyers to the Mighty Wheels brand. 

Mighty Wheels hero range of construction toys are all made from steel, built to last for hours of fun and tough enough to withstand any playtime adventures. The Mighty Wheels mission is to help children around the world enjoy a fun childhood, full of imaginative play. The toys are strong, long-lasting, safe and durable at a very affordable price point, and the company’s vision is for the vehicles to be passed down through generations and treasured by the whole family.

Visitors to the SmartZone stand at Toy Fair can expect to see the full Mighty Wheels’ hero range, including the Mighty Man Action Figure, 16” Dump Truck, 16” Cement Mixer, 10” Fire Truck, 16” Mobile Crane and 16” Front Loader. The mini range will also be on show. 

We are excited to also be showcasing our all new Mighty Man Action Figure at Toy Fair. Based on the hugely popular Mighty Man animated series available on numerous streaming platforms, the Mighty Man Action Figure adds an exciting new dimension to the Mighty Wheels brand. Our aim is for the character to inspire children to lead their own playtime construction missions. As well as engaging in hands-on play on our stand, children and families will be able to see their new favourite hero starring in his very own Youtube Series on screens on the stand, bringing our Mighty Wheels universe to life. Each episode follows Mighty Man and his team of powerful Mighty Wheels vehicles as they tackle tough jobs, solve problems, and lead rescue missions. We hope that the series will introduce children to the excitement of construction play while reinforcing key messages about teamwork, leadership and determination.

Barry Piels, VP of Brand Management at SmartZone says “The introduction of Mighty Man animation has added a new element to our brand, turning the toys into characters. Through short films and interactive content, we’ve created a universe that children can explore on screen to inspire their play in real life.”

Since launching in the UK in 2022, we are proud that the Mighty Wheels range has quickly gained popularity with consumers who love it for its durability, high-quality materials, and affordable price point – all under £30. 

Toy Fair 2026 will be the perfect opportunity for us to strengthen our relationships with UK buyers and connect with new audiences including media and influencers, to further grow the presence of the brand in the UK. It will be a fun and interactive experience for all visitors, and we are hoping to show our UK audience the Mighty Wheels mission in action and set ourselves apart from other toys on the market with our engaging cartoon series and the high-quality of our products. 

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

Smart Zone began its Toy Fair journey in 2022, with a clear objective: to bring high-quality, imaginative construction vehicles to children across the UK and beyond. Since then, our presence has grown stronger each year. From our first booth to our latest corner display, Toy Fair has been a great platform for us to connect with our audience and we have lots of great memories from the show.

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

Toy Fair is full of inspiration, so make time to explore beyond your own stand – you never know what connections or ideas you’ll discover. Wear comfortable shoes, bring plenty of business cards, and most importantly, take the time to talk to people. Some of the best partnerships start with a spontaneous chat!