Moose Toys

Tuesday Blog Post

Author: Maddi Tiscoe, Head of Marketing at Moose Toys

Introduction: 

I’ve been at Moose Toys for over six years, starting as a Brand Manager and now leading the UK marketing team since 2022. It’s been an exciting journey, especially during a period of significant growth! 

Before joining Moose, I spent nearly a decade in public relations and communications. I love blending my agency experience with creative strategies, bringing our innovative marketing campaigns and launches to life in fresh and dynamic ways. It’s been a great experience to be part of such an innovative, fast-growing company as Moose!

What is your favourite part about working in the toy industry?

Working in the toy industry is fun, ever changing, creative and full of joy! At Moose Toys, every day is dynamic and inspiring, making it a great place to work. Our teams are so talented, passionate and driven to ensure we’re making children super happy all over the world.

Give us the inside scoop, what products are you launching at Toy Fair 2025?

London Toy Fair is going to be the first time many will see our new collectible toy lineups! Expect an incredible range of price points and groundbreaking innovation that will truly make an impact. 

As pioneers in collectibles, Moose Toys is ready to spark the next big craze! I’m especially excited to showcase our exclusive Kweenies figures, each with their own unique personality (RRP  £9.99) plus a new collectable range of Little Live Pets coming in late SP25 featuring nurture play elements at great price points. 

What trends do you predict for the Toy Fair industry in 2025?

In 2025, I foresee a continued emphasis on interactive and educational toys that encourage hands-on learning experiences. Classic themes like nurture play will flourish, fostering empathy and caregiving skills in children. Collectible toys will also captivate young audiences, igniting the latest playground crazes and creating a sense of community among collectors. Additionally, licensed products linked to popular shows will remain highly sought after, ensuring that playtime is both relatable and engaging.

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

Moose Toys has been exhibiting at the Toy Fair since 2020. It’s a brilliant opportunity to showcase our latest innovations and bring our brands to life for retailers and media alike. 

One of my standout moments was in 2023 when Little Live Pets Mama Surprise won the Most Innovative Toy of the Year award. It really set a benchmark for us, proving the potential of a single product to evolve into a multi-layered segment years later. Watch this space—there’s so much more to come!

What’s your favourite Toy craze, past or present?

When I was little, I wanted to become a vet so I’d spend hours role-playing in vet dress-up, with a plush collection of animals and bandages made from toilet roll! As a child, Little Live Pets and Scruff-a-Luvs would have been my absolute dream toy ranges. Nurture play has always been timeless, and I’m incredibly excited about what we’ll be introducing in 2025 to inspire kids in this imaginative space.

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

When attending your first Toy Fair, be sure to wear comfortable flat shoes! Explore as many stands as possible and soak up the atmosphere. It’s the perfect kick-off for the toy industry year, and I can’t wait to experience it all again!