Hippychick Ltd

Friday Blog Post

Author: Julia Minchin, Founder and Joint MD at Hippychick Ltd.

Introduction: 

I’m Julia Minchin, founder of Hippychick.  I set up the business 25 years ago focussing initially on parenting accessories for babies and toddlers.  But quickly we realised the commercial sense of introducing good quality toys to the mix.  25 years later, and the toy side of Hippychick now accounts for over 50% of the business portfolio.  We are proud to be working with some of the most respected names in premium toys including Vilac, Classic World, Crocodile Creek, Wheely Bug, Nattou and most recently, the exciting outdoor games and toy brand from the Netherlands, BS Toys.  

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

Here at Hippychick we love Christmas!  And if you’re in the toy business, then you’re in the game that is Christmas.  Year on year, it’s an exciting build up that starts in July and grows from there.  There’s always a fantastic buzz around the office and in the warehouse and we all love to get hands on, packing and despatching orders in the warehouse.  

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

There will be new toys from all our key brands – BS Toys are introducing a brand new category – the BS Toys Todder Collection, Classic World with their fabulous French designer who is always coming up with new and innovative developmental designs, the popular Crocodile Creek puzzles also feature new designs and Vilac, the top French brand, always has lots to show in the Spring. 

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

I believe that the industry will continue to focus on classic toys as parents do their level best to stave off the inevitable video game stage with toys that encourage healthy, organic development in their children.

The focus will continue to be on toys that hark back to a parents’ own youth which they remember with fondness.  

Retro designs that complement the home/nursery will also continue to appeal to style-conscious parents  

Sustainability will continue to be a developing trend. According to reports, the toy industry alone produces more than one million tons of plastic waste annually.  And although most toys are made of plastic, very few can actually be recycled.  

More and more, parents are recognising the impact of plastics on the environment, and this will encourage a shift towards more sustainable toys, such as those made from FSC certified wood as well as durable toys that stand the test of time and can be passed down through generations.  

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

We’ve exhibited over fifteen times in our 25-year history but one of our most memorable years was when we brought ‘The Piplets’ to Toy Fair – triplet boys who were brand ambassadors to Hippychick at the time.  We dressed them up in Matador outfits and let them loose on the first floor demo stage astride Happy Hopperz Bulls – a new design of these hugely popular ride on inflatables launched at Toy Fair that year.  We also commissioned a giant sized ladybird Wheely Bug which all the adults want to ride on!  It’s always a real crowd puller to the Hippychick stand.  

What is your favourite toy?

From our portfolio, I’m loving the new BS Toys range.  I love the scandi design of some of these toys, in particular the mini me Lacrosse Set.  I also love their modern take on the traditional party games we used to play as children and have such fond memories of, such as the egg and spoon relay game.  

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

For myself, it’s got to be train sets every time.  My dad built us a classic railway track up in the attic and we spent hours up there, setting up signals and scenery and getting his very special trains to chug around the tracks.  For my children it was Lego all the way!

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

Have something on your stand that shouts ‘wow’ and that stops passers by in their tracks.