How did Q4, the Golden Quarter, perform for you in 2024 – and how is it shaping up for 2025? 2024 closed on a high, with Q4 delivering one of our strongest performances to date. The Netflix Gift Box became an instant seasonal favourite, driving a surge in Christmas sales. Stranger Things continued its incredible run from 2022–2024, proving to be a cultural and commercial powerhouse for us and our retail partners.
Is this period still the major sales driver for you – and for the industry as a whole? Christmas remains the beating heart of the toy industry, and it’s still a pivotal sales period for us. That said, our global footprint means we enjoy strong, consistent sales year-round, powered by diverse markets and seasonal opportunities. Big entertainment tie-ins—like Stranger Things—supercharge the Golden Quarter, making it even more impactful.
Are there any particular developments and/or trends – whether internally or industry-wide – that are changing things for Q4 this year? The Kidult collector trend is in full swing, and it’s reshaping Q4 in a big way. Our collectibles perform strongly year-round, but the excitement peaks in the Golden Quarter, especially when fuelled by major entertainment releases. This Christmas will be a blockbuster moment for us with the launch of our new Stranger Things Collection—over 10 unique items—arriving right in step with fan anticipation.
Without revealing confidential information, do you have any exciting new campaigns to drive Q4 sales? We’re taking collectibles to the next level with our most expansive Kidult range yet. Fans can look forward to Hello Kitty and Friends, beloved Disney favourites, Anime sensations, and a headline Stranger Things range launching alongside Netflix’s Season 5 between November and December—a release already generating exceptional pre-orders. Also on the slate: Spy X Family’s new season in Q4, Jujutsu Kaisen’s cinematic debut ahead of its Q1 2026 season, refreshed Harry Potter and Stitch lines, Toy Story gearing up for next year’s movie, Hello Kitty surprises, and an expanded DZNR collection.
And finally, over the years, what campaigns stood out for you in terms of success – or perhaps failed to move the needle? Our 2022 Among Us campaign is a textbook example of speed and impact—going from concept to shelf in just three months, right at the height of the game’s global craze. The Harry Potter Magical Capsules (three series), launched mid-pandemic, became an instant fan-favourite and sustained seller. And Stranger Things has been a phenomenal success story, captivating audiences and driving sales every year since its debut in our line-up.
Read more: https://issuu.com/lemapublisihng/docs/toys_n_plathings_gifts_today_garden_centre_suppl/13