6.3.25 London 2025 - Plus-Plus was established in the UK market in 2023 and has since seen growing demand from both independent toy stores and major retailers.  The brand is enjoying an upsurge in its popularity and 2025 is already a bumper year for the company in the UK and overseas.

"The UK & Ireland toy market is one of the most dynamic and competitive in the world. We are thrilled to see Plus-Plus gaining momentum, with buyers upbeat and positive about how the brand is performing.  We look forward to bringing the creativity and playfulness of Plus-Plus to even more families in the years to come," said Claire Coekin, Commercial Director UK & Ireland.

The launch of the Activity Pads at London Toy Fair, which received a BTHA Hero Award, has already made major inroads into retail.  There are four themes to choose from – Ocean, Transport, Fantasy and Space – and their unique play pattern and smart concept has certainly caught the eye of many buyers in the travel toy market.

Spring Fair also proved to be a very successful show, opening a multitude of new doors in diverse channels and an especially warm reception was given to the Botanica range, single Plant Packs at a perfect pocket money price, the Botanica Tube of soft mature colours and the Flower Shop so that kids (and adults) can bring the garden inside at any time of year.

In recognition of such outstanding product development, Plus-Plus is delighted to have won its first-ever Toy of the Year Award in the Speciality Toy category with Hexel, a fidget toy, at this year’s prestigious TOTY Awards Show in the United States. This is a major achievement that reinforces Plus-Plus’ position as an exciting and innovative brand serving as a strong endorsement of Plus-Plus’ unique approach to creative play and its divergence into new toy categories.

"We are incredibly proud to receive our first-ever TOTY Award. This recognition not only validates the creativity and quality of our toys but also comes at the perfect time as we continue to build our presence in the UK and Ireland. We know retailers and consumers look for products that encourage open-ended play and learning, and this award helps strengthen our position as a must-have brand in the market," adds Claire.

The TOTY Award win is expected to further elevate brand awareness, supporting continued expansion in the UK and Ireland and helping retailers introduce Plus-Plus to an even wider audience.