The 2026 Toymaster May Show will again welcome The Puppet Company to its stand in the Upper Marquee at the DoubleTree by Hilton, Harrogate Majestic Hotel & Spa from 19-21 May.
It’s another big year for The Puppet Company and its plush-focused sister brand Wilberry Toys at this, the largest trade show in the UK and Ireland dedicated solely to independent toy, gaming and model/hobby retailers.
In fact not only is the company announcing a number of major new product launches and extensions at Toymaster, but it is also celebrating 25 years in the toy business – and, in recent weeks, a triumph in The Small Business Growth Awards, the awards scheme celebrating small businesses across the UK. The Puppet Company won in the 2026 Family Business Award category for the East of England.
Toymaster will see the company showcase a number of new arrivals, including additions to the ever-popular Wilberry Eco Classics collection of beloved soft toys – now made from 100% recycled materials.
They include the amazing new Pink Giant Bunny, a timeless, huggable companion with irresistibly soft fur and a charming design, which, like the popular Giant Grey Bunny, is available at incredible price points. These are joined by the – regular-sized – new Blue and Green Bunnies and Ducks. Suitable from birth with embroidered eyes and noses, these super-soft toys sit up by themselves and appeal to all ages.
Also new to Harrogate is the Small Size Natural History Museum Dinosaur Plush collection, a miniature version of the established larger collection and one that offers year-round gifting opportunities for all ages. It’s specifically designed for accessible price points and excellent margins – and all the prehistoric beasts are available in singles.
The larger versions, already popular at retail, were finalists in the Brand & Lifestyle Licensing Awards 2026 for Best Children’s Toy.
Other new arrivals include new additions to the Full-Bodied Animal Puppets, a range of incredibly realistic animals including a truly stunning Anteater. The adorable My Cuddly Puppets are also on display – versatile toys which will delight children and adults alike, perfect for encouraging interactive play and huge amounts of cuddly fun.
The company’s long-established and much-loved finger puppet collection is popular with all ages (and thanks to ease of display, retailers), not least as they are perfect for bringing story time to life – a strong plus point of the unmissable seasonal Finger Puppet Decorations in particular. These include Christmas Finger Puppets (Father Christmas, a reindeer, a snowman, a gingerbread man, an elf, a tree and a Christmas pudding) and Halloween Finger Puppets (a bat, a black cat, a ghost, a vampire, a witch, a skeleton and a pumpkin).
A whole host of new Wilberry Soft Toys includes additions to the ever-popular Wilberry Minis collections – super-soft cuddly toys that fit in the palm of your hand. Visitors to the show can also see the delightful new Wilberry Plush Dancers collection of mini dancer dolls that includes an elephant, a dog, a cat, a bunny and a bear – every one of which is a miniature plush soft toy in a lovely tutu and ballet shoes. Further underlining the strength of the company’s plush offering are the Wilberry Jungle Friends, featuring a monkey, a lion, a hippo, an elephant and a giraffe.
As part of The Puppet Company’s commitment to all its customers it continues to make all products available in singles. In addition, all orders can combine both The Puppet Company & Wilberry Soft Toy products. The company offers low minimum orders and low carriage paid as standard.
Retailers and buyers prioritising responsible products will also enjoy the choice of sustainable items – many are made from over 90% recycled materials and incorporate sustainably sourced fabrics and stuffing, as well as minimal, recyclable packaging. PoS support, retail-friendly display and highly accessible price points are among the other attractive features of The Puppet Company offering.
Sue Lockey, Owner & Co-Founder, The Puppet Company, says:
“We’re delighted to be continuing to strengthen our partnership with Toymaster and its members in what is a very special year for us. It’s been a busy start to 2026 and we have a lot to talk about – as visitors to our stand will find out! We wish everyone a successful show and look forward to seeing you all in Harrogate again.”
