The Gruffalo and Friends: what’s in store and lots, lots more! In conversation with Aidan Taylor-Gooby.

“Gromit has become part of the trend for accessorising and customisation”: In conversation with Susan Bolsover, Senior Licensing Manager at Aardman.

“Our goal is to honour the brand’s legacy while introducing it to new generations of fans across categories and geographies,” said Oli Stanton, New Business Director at Global Merchandising Services.

“It’s a joyful way for kids to feel seen and connected to a character they love,” said Matt Proulx, SVP, Global Experiences, Partnerships and Music at Hasbro.

In the run up to BLE, we’re asking regular attendees and exhibitors about deals and relations that were first sparked at the show… Up next is Robyn Cowling of Aykroyds.

“Any adaption always brings something new:” David Christopher and Neil Gibson on why Black Mirror suited the graphic novel treatment.

The 2026 event will take place during London Toy Fair on the evening of Wednesday, January 21st at 116 Pall Mall, a magnificent Georgian building in the heart of London.

“This partnership will bring something fresh to Sanrio’s portfolio and aligns perfectly with our creative ethos,” said Gary Wadhwani, Co-Founder and Director of Craft Buddy.

The range spans eight t-shirts, each featuring a Mega-Evolved Pokémon, as well as four hoodies and two pairs of trainers.

The Zsiga x Care Bears range merges ‘Zsiga’s signature cheeky personality’ with the Care Bears across 12 figures.