As the official media partner of the Australian Toy Association, Bugg Media was proud to be part of the energy, celebration and industry connection that defined the Australian Toy Hobby & Licensing Fair from 1–4 March at the Melbourne Convention and Exhibition Centre.
From major award presentations and milestone moments to sold-out networking events and inspiring panel discussions, this year’s Fair delivered a strong reminder of the creativity, resilience and innovation driving the toy and licensing industry forward. In this wrap-up, we take a look back at some of the standout highlights from the 2026 event.
Rising Star Award 2026
The Australian Toy Association’s Rising Star Award recognises emerging leaders shaping the future of the toy and licensing industry. Introduced in 2017, the award celebrates individuals aged 35 or under who have made a meaningful impact within their first decade in the industry. Judged by an independent panel of experts, the award highlights leadership, innovation, and contributions to business growth and culture.
The 2026 award attracted a strong group of finalists from across the industry. Taking home the title this year was Heather Somers, Marketing Manager for Bluey at BBC Studios.
Heather has played a key role in the continued growth of the Bluey brand across Australia and New Zealand. Known for her strategic approach and creative marketing campaigns, she has helped deliver a range of high-profile initiatives that have strengthened the brand’s connection with audiences and partners.
Her work includes leading content strategies for Bluey’s World Brisbane, the widely celebrated “Hammerbarn” collaboration with Bunnings Warehouse, and the memorable Bluey feature in the Myer Christmas Windows. She has also overseen unique fan activations such as the Duck Cake Café pop-up in Bondi Junction, further expanding Bluey’s cultural reach.
Managing more than 40 licensees across the Bluey ecosystem, Heather continues to deliver cohesive marketing campaigns while maintaining the integrity of the brand and driving strong commercial outcomes.
2026 Rising Star Award Finalists
- Jae Williams – Haven Licensing
- Kamyar Zamanzadeh – Hasbro
- Nathan Davoli – Moose
The ATA 25 Year Club
The annual ATA 25 Year Club function is one of the most meaningful traditions during the Toy Fair, celebrating individuals who have dedicated more than 25 years to the toy and hobby industry.
Held during the Fair, the 2026 gathering brought together more than 100 industry professionals, providing an opportunity for both new and long-standing members to reconnect, share stories and celebrate the community that defines the Australian toy sector.
New members who reached the milestone of 25 years in the industry were welcomed and presented with certificates recognising their long-term commitment and contribution.
A special announcement during the evening recognised Mike Wall, as Hobbyco was acknowledged as Australia’s oldest hobby store after celebrating its 90th anniversary in 2025.
The evening also provided a moment of reflection, as attendees raised their glasses in remembrance of colleagues who had passed away during the past year.
ATA Toy Fair 2026 Gala Dinner
The Australian Toy Association Gala Dinner, sponsored by The Walt Disney Company and Diecast Distributors / OzWheels, officially launched the 2026 Toy Hobby & Licensing Fair.
With more than 650 attendees, the evening brought together retailers, licensors, manufacturers and industry leaders to celebrate the achievements of the past year and recognise outstanding contributions to the toy and licensing sector.
One of the major highlights of the evening was the induction of John Herbert into the ATA Hall of Fame, recognising his lasting contribution to the Australian toy industry.
Another memorable moment was the presentation of the ATA Rising Star Award to Heather Somers of BBC Studios, recognising her outstanding work in building and promoting the Bluey brand across Australia and New Zealand.
The Gala Dinner once again proved to be a key social and networking event of the Fair, setting the tone for several days of business, collaboration and innovation across the industry.
Women in Toys Breakfast
The Fair concluded with another sold-out Women in Toys breakfast, a popular event that continues to highlight leadership, career journeys and diversity within the toy and licensing industry.
Sponsored by Jazwares, the breakfast welcomed both women and men eager to hear insights from industry leaders representing different sectors of the business.
Hosted by Anni Atkinson from Warner Bros Discovery, the panel featured:
- Brea Brand – Connetix
- Kerryn McCormack – Merchantwise
- Danielle Lowe – Caprice
- Belinda Gruebner – Former CMO of Moose
Each speaker shared personal stories from their careers, offering insights into leadership, challenges and opportunities within the evolving toy and licensing landscape.
The session once again proved to be an inspiring and valuable platform for discussion, connection and mentorship across the industry.
