For 45 years, Golden Bear Toys have centred themselves at the centre of the toy industry, creating high-quality toys that delight children and stand the test of time.
Infant and preschool has been our wheelhouse for the majority of those 4 decades, with licensed products forming the roots of our early business model. Historically, this is where we achieved success, proudly being known as infant and preschool specialists with the likes of Teletubbies and Noddy to name a few early starters.
Though the business has diversified over the past few years and has sought success (and achieved it) in other areas of the toy world, preschool toys will always be at the very heart. Bringing beloved characters to life and putting them into the hands of young fans just as they appear on screen remains a core proposition, and one that continues to see remarkable success. Every brand and license is treated with the utmost care, ensuring that playtime is more than just fun—it’s a meaningful part of a child’s early development.
Preschool toys are more than just playthings; they help little ones make sense of the world, build routines, and develop essential skills. After all, the right toys do so much more than keeping little hands busy – and this is exactly where Golden Bear excels.
Toys for imagination
No conversation about our success in preschool would be complete without mentioning one of our continually top brands - In the Night Garden.
A classic television series that has been delighting children and parents alike since its debut in 2007, In the Night Garden is a unique evergreen brand for Golden Bear that enchants its fans to this day. With even new Gen-Z parents trusting Igglepiggle and his friends to nurture their little ones as part of their bedtime routine, a visit to the Night Garden is still a cherished ritual.
The shows gentle, dreamlike world full of loving characters and magical moments translates beautifully into toys. Its long-standing love as a trusted part of young pre-schoolers bedtime routine forms the foundation of our offering, aiming to provide unique development as a natural extension of the programme. Goodnight Igglepiggle, a character plush with soothing lights and sounds is the perfect bedtime companion to sing little ones off to sleep, while the Ninky Nonk Activity Train and Igglepiggles Lightshow Bathtime Boat sees the fun extend to playtime and bathtime too.
Igglepiggle, Upsy Daisy and Makka Pakka are trusted friends for anytime of the day, and the brand has seen consistent success for Golden Bear, with year-on-year growth and a continued upward trajectory supported by the demand from its consumers.
At the heart
Golden Bear’s success in infant and preschool toys doesn’t stop with In the Night Garden. With several other iconic brands licensed in our roster, and even more in the pipeline, the preschool category still has plenty to offer the business and remains a core pillar.
Hey Duggee, the BBC’s beloved big-hearted dog, recently celebrated his 10th anniversary. A firm favourite in our portfolio, Duggee’s range includes playful plush toys like Tickly Giggly Duggee, the ultimate cuddly companion, and the viral Singing Sticky Stick, which brings the show’s famous Stick Song to life.
And then there’s Supertato—one of our newer licenses from the BBC. Based on the bestselling books by Sue Hendra and Paul Linnet, this action-packed animation series follows the adventures of Supertato. Encouraging positive mindset and friendship through high energy laughs, the toy range has been an instant hit with fan demand seeing the brand go from strength to strength. Talking Supertato gives fans a chance to bring the iconic show to life – simply press his superhero belt to hear a range of classic phrases. Hot on his heels is Talking Evil Pea, new for SS25, featuring their own much-loved catchphrases - because every hero needs a mischievous rival!
Strength to strength
Our commitment to fun, quality, and meaningful play has kept us at the forefront of the industry for nearly five decades. And while our portfolio continues to evolve across the whole industry, our heart remains firmly in infant and preschool toys—creating magical experiences that spark joy, imagination, and learning in little ones everywhere.
With exciting new launches on the horizon and demand showing no signs of slowing down, Golden Bear’s preschool legacy is hopeful to shine for many more years to come.
