Guys, it’s great to chat. To kick off, how was 2024 for YuMe?
Felipe Noriega, VP & Regional Director EMEA, YuMe Toys: 2024 was really good. The market has gotten past the issues that we had after Covid. Our product range was about four times the size of our 2023 portfolio –and that’s been reflected in the volume of sales we experienced last year.
The other big change was that in key markets in Europe we veered to a direct-to-retail model from what was a distribution model. 60% of our sales last year were domestic versus FOB, a gigantic change. that has helped bolster both our profitability and our clients’. Having direct control of the sales dynamic has helped us list more SKUs of every one of our products ranges through these new retail accounts, and we are very grateful for this!
Gurdeep Bains, Global Creative Director, YuMe Toys: It was a very busy year! YuMe Hero Box, YuMe Zoom Hero and YuMe Bobble Hero were all very successful product ranges in Europe. Everyone really loved our Netflix Gift Box and it got a lot of traction on social media. Our Squid Game collectibles also got a lot of hype, and we’re delighted with the buzz the range awoke.
What are your big focuses for 2025?
Gurdeep: There’s plenty! We’ve got some exciting new additions to our anime ranges – with brands like Haikyu, Attack on Titan, Oshi No Ko, My Hero Academia, Chainsaw Man, and Jujitsu Kaisen. We’ll have different products at different price points for these IPs. These include Figures, mini-figures, Mystery Capsules and DZNR plush.
Felipe: We’re also doing Dragon Ball, One Piece, Solo Leveling, Kaiju No.8 – it’s a very expansive anime line!
You’ve been busy. And is there something of an educating process when it comes to selling these to buyers? How do you help them navigate the opportunities with these brands?
Felipe: We understand that some buyers are less acquainted with anime than others and therefore a familiarization process may be necessary. We are happy to help! Some retailers will jump on the bandwagon only after they've seen other specialist retailers embrace a line and succeed with it. That’s just part of the process. In terms of how we convince them? Statistics! And of course, by having the strongest brands and products in the market. And some IP, like One Piece, is now seen as a brand first and an anime second.
You had success with Hello Kitty last year. Will that line continue to grow?
Felipe: Absolutely. Last year, the brand exceeded our own forecasts and expectations, so we're very happy. We hope to replicate the success with our 2025 range.
Gurdeep: Hello Kitty boasts an iconic heritage, yet many people are discovering our collections for the first time. Its charm lies in its multifaceted appeal: staying true to the beloved character for long-time fans while reimagining it to captivate a new audience. To achieve this, we’ve introduced fresh themes, immersive environments, and updated character outfits and costumes.
Building on the success of our 2024 range, we’ve expanded our 2025 line to offer an even more diverse selection of products. From collectible capsules and keychains to eye-catching light-up figurines, we’ve created something for everyone to enjoy.
This year will also bring with it new Hero Box items… These are your larger 4” figures?
Gurdeep: Yes, Hero Box was huge in 2024 and will continue to be huge this year. We’ll have Stitch, Harry Potter, Teenage Mutant Ninja Turtles, Jujutsu Kaisen… And Lotso – the bear from Toy Story 3.
Ah! Interesting that he’s making a comeback!
Felipe: Perhaps Lotso will enjoy the same kind of renewed interest and love that Stitch has received in the past few years… And Toy Story 5 is out in 2026, so we’ll see!
What do you put the success of Hero Box down to?
Gurdeep: These collectible figurines have a distinctive style. Each one has a pose and facial expression that captures the essence of the character. There is a lot of attention to detail. They have been designed for display and have a premium build quality. You can feel this the moment you hold one—it’s solid and satisfyingly weighty.
Felipe: We also expect our Squid Game range to continue to thrive this quarter. The third season is set to be as huge as the second one, released during Christmas time, and we’re hoping to ride that wave. And it’s interesting because, in some ways, Squid Game was a risky bet – it's an extremely violent show. Many buyers, last year, said: “No, we're not going in for that”. But we took a risk and made enough to satisfy the initial demand. Then at Deauville Toy Show in France, many buyers that had said no before were now placing orders. This speaks to the power of compelling content and of formidable, innovative marketing from our partner, Netflix.
Amazing. Before we wrap up, is there any other big products you expect to be a highlight of Toy Fair season?
Gurdeep: We’re beyond excited to unveil our Series 3 Stranger Things Upside Down Mystery Capsules, launching alongside the final season of the Netflix phenomenon later this year. We’re confident this collection will be a smash hit!
For this release, we’ve reimagined our iconic capsule design. Moving on from the 80s-style TV of previous series, the new capsule takes the form of a walkie-talkie—a perfect homage to one of the show’s most iconic props. Not only is it instantly recognizable, but it also serves as a fun role-play item while concealing a collectible surprise inside.
The unboxing experience is more interactive than ever, inspired by key moments from the series. Before revealing the collectible figurine, fans get to crack a Morse code puzzle—just like the characters do in the show. Decipher the clue to guess which character is inside, turning the unboxing into an exciting, hands-on game that adds a layer of fun.
The collection features all the fan-favorite characters, making it a must-have for any Stranger Things enthusiast. We are truly excited about this one!
