Now in its third year, Toys Down Under brings Australian toy brands together at the LA Toy Previews, showcasing creativity, innovation and new products while giving buyers one destination to discover the best of Australian play.
WE SPEAK TO THE TOYS DOWN UNDER COLLECTIVE!
Now in its third year, the Toys Down Under collective will exhibit in Los Angeles in September. Which Australian companies will feature this year?
Brea Brand, Co-Founder and CEO, Brave Toys: “It’s incredible to be heading into our third year of Toys Down Under. What started as an idea to bring like-minded Australian businesses together has grown into a recognised destination at the LA Toy Previews, giving buyers the opportunity to discover some brilliant Australian brands all in one place. This year, Toys Down Under will bring together CONNETIX and My Creative Box under Brave Toys, alongside Jellystone Designs and Good Idea Global – and we’re so excited to welcome Bensons to the collective for the very first time! Together, we’ll be showcasing a brilliant mix of Australian creativity and innovation in LA.
One of the things I love most is seeing how Toys Down Under continues to evolve each year. Brands have grown, new opportunities have opened up and the showroom has become a real meeting point for buyers and partners. There’s a great sense of momentum heading into September, and I can’t wait to see what this year brings.”
What is on the agenda for the LA Toy Previews and more specifically the Toys Down Under collective this year?
Brea: “There’s plenty to discover across the collective this year, with exciting launches and fresh ideas from every brand. We have some big releases to share from CONNETIX this year. I’m particularly keen for buyers to see our new Ball Run Launcher Pack and Travel Mini Pack. The Launcher brings something completely new to our best-selling ball run range, while the Travel Pack has been years in the making. We first started exploring the idea of a lunchbox-style tin four or five years ago, so it’s really exciting to finally see it come to life with mini tiles, reusable stickers and a carry tin that becomes part of the play. I think people are going to have a lot of fun with both.
We’ll also be sharing our new Ball Run Galaxy and Light Rocket Packs, plus our new PRO Build It 4 Ways packs which take the more detailed, advanced building of PRO into portable tins. My Creative Box will bring plenty of colour and creativity too, with everything from craft and activity boxes to sensory play and art supplies designed for little hands. There’ll be lots to discover!”
Claire Behrmann, CEO and Creative Director, Jellystone Designs: We’re heading into this LA Fall Preview with some exciting new product launches to share with our existing partners, as we start looking towards a strong 2027. There are also some great opportunities around holiday gifting this year and we’re looking forward to connecting with new international customers – continuing to grow Jellystone in new markets.
Mike Farrugia, Distribution & Partnerships Manager, Bensons Trading Company: As this is our first year exhibiting with a showroom in LA, we’re excited to showcase the breadth of Bensons to both existing and new partners. We’ll be presenting exciting new developments across licensed and own-brand plush, hardlines and our hugely popular pocket-money and impulse novelty ranges. There’s plenty of newness to discover, with products designed to suit a wide variety of retailers, consumers and price points.
James Hunter, Co-Founder and President of Sales, Good Idea Global: This season’s preview spans 12 brands (seven of them new along with three new up-and-coming licences), from proprietary collectible platforms and impulse novelty items to gifting, home decor, and construction-inspired products, each built on the trend-driven innovation and distinct design systems that set GIG’s portfolio apart. Whether you’re scouting fresh SKUs, catching up on brand evolutions, or exploring licensing opportunities across our lineup, this event offers an early, hands-on look before the wider market sees it. Expect interactive displays, brand storytelling, and direct conversations with our team about placement, timing and partnership.
Toys Down Under is not just about one category but about many categories across Australian play brands. Can you expand on this?
Brea: “I think that variety is one of the things that makes Toys Down Under so special. We all work in the world of play, but what each brand brings to the showroom is completely unique. Buyers can walk through the space and discover everything from premium magnetic construction, creative and sensory play to plush, collectibles, novelty, gifting and more – each brand bringing something completely different to the mix.
It’s a great snapshot of what’s coming out of Australia and shows just how much we have to offer across so many different areas of play. I think there’s a real Australian focus on quality, innovation and creating products that encourage meaningful, developmental play – and you can see that across the brands in the showroom.”
Jellystone Designs and Good Idea Global have been part of Toys Down Under from the beginning. What has kept you coming back, and how has the collective supported the brands’ growth in the US?
Claire: One of the things we love most about LA Fall Preview is that you never quite know who you’re going to meet. We have some great meetings lined up but there are always those unexpected conversations and connections that can turn into exciting opportunities. The Toys Down Under space itself is incredible, but what makes it special is the people. We love working alongside the CONNETIX team and all of the brands that are part of Toys Down Under. There’s such a genuine spirit of collaboration, sharing ideas, helping each other troubleshoot challenges and celebrating each other’s wins. It’s a special team to be part of and we’re incredibly grateful that Jellystone is there.
James: The importance of the LA Previews cannot be overstated. We see the whole world in 10 days! The location at 1960 is quite simply the place to be. We love being a part of the Toys Down Under community and, with 2026 being our third year in attendance, we feel we are establishing a presence there with our customers. The show has not only helped to facilitate our growth in North America but also in Europe and South-East Asia, thanks to the show being so well attended.
Bensons is joining Toys Down Under for the first time this year. What attracted you to the collective, and what are you hoping the LA Toy Previews will open up for the business?
Mike: The location was a huge drawcard, right in the heart of the LA Toy Previews at the 1960 building. Being part of Toys Down Under alongside other Australian businesses also felt like a great fit; our industry is competitive, but incredibly supportive and collaborative. We’re looking forward to increasing Bensons’ international exposure, building new relationships and exploring distribution opportunities across new territories.
Can you provide some insight into how having a collective of Australian companies together at the LA Toy Previews has helped grow and unite the Australian Toy Industry?
Alice Sanderson, Chief Executive Officer, Australian Toy Association: “Having such a strong collective of Australian companies at the LA Toy Previews is something we are incredibly proud of. Australia may be a relatively small market compared with countries such as the US, but we have an incredibly innovative, creative and successful toy community, and it is wonderful to see that represented so strongly on the global stage. For the ATA, seeing so many Australian businesses together in one place, building relationships and making their mark internationally, is a real source of pride. Our companies may compete in the marketplace, but when we come together internationally, there is a strong sense that we are representing Australia as an industry. That collective presence not only strengthens our connections globally but also helps build the profile and reputation of the Australian toy industry as a whole.”
Brea: “One of my favourite things about Toys Down Under is what happens when you put a group of Aussie businesses together in LA. Everyone brings different experiences and connections, and before long, people are swapping notes, opening doors for each other and saying, ‘Hey, you need to meet this person!’
Three years in, those relationships have only grown stronger. There’s a real openness between the brands and a genuine desire to see each other do well. I think that says something pretty special about our industry. We can each be building our own businesses while still looking sideways and asking, ‘How can I help?’ And that support has a ripple effect. Every introduction, conversation or win can open another door for an Australian business. When one of us experiences success, it helps shine a light on what Australian brands have to offer.”
As you have mentioned previously, Brea, the goal for Toys Down Under has always been to make entering the US market feel more achievable. Can you speak to that?
Brea: “The US is an incredibly exciting market, but it’s also a big one, and taking that first step can feel daunting for an Australian business. The costs of travelling to LA and securing a showroom add up quickly – and even once you’re there, you still need to get in front of the right buyers.
Toys Down Under gives brands a practical starting point – a presence in LA, a showroom to welcome buyers into and the reassurance of being there alongside businesses that understand what it takes to make that move. For me, making the US market more achievable was never about making it easy – building an international business takes an enormous amount of work. It was about taking away some of those initial hurdles and making that first step feel possible. If Toys Down Under gives another Australian business the confidence and opportunity to have a go, then it’s doing exactly what we hoped it would.”
This article also appeared in Edition 22 of The Toy Universe Magazine
