For a company that started by selling closeouts in 2009, Hunter Price International has come a long way, and it has no intention of taking its foot off the gas anytime soon.
The U.K.-based business has spent the past 17 years evolving into what it calls “The Consumer Product Playhouse,” with activity spanning toys, stationery, creative play, arts and crafts, accessories, and licensed products. Now, with its North American business expanding, Hunter Price is making a bigger push to put its brands, design capabilities, and speed-to-market model in front of U.S. retailers.
That push comes at a particularly good time. Sensory and impulse products are booming again, and the Hunter Price team has become experts in that space.
“Pocket money and impulse toys have been at the heart of Hunter Price for well over a decade,” says Jeremy Winburn, CEO and Co-Founder at Hunter Price International.
Its Toy Mania brand turns 13 this year, backed by a growing family of sensory and impulse lines, including Sensory ToyBox, Squish & Squiggle, Taba, Oozey Goozey, and 3D Labs. Winburn says demand has surged across international markets as the latest squishy wave has gained momentum, while the company continues to develop new textures, characters, formats, and collectible hooks.
But Hunter Price’s ambitions stretch well beyond one hot category.
Licensing has become an increasingly important piece of the business, with partners including The LEGO Group, Paramount, Warner Bros., Fuggler, and Crayola. Commercial Director Allana Holmes says the company approaches licensed development by asking one question: “What can we bring to this brand that consumers haven’t seen before?”
That mindset carries over into how the company views the increasing collision between toys, fashion accessories, stationery, and collectibles, particularly among tweens and teens. Bag charms are collectibles. Plush can become fashion. Stationery can function as self-expression. Holmes points to personalization, “cute” culture, novelty textures, and Asian trend influences as areas fueling that crossover.
Speed to market also matters, and Hunter Price’s 3D Labs team can turn an idea into a working prototype within hours at its U.K. headquarters before shifting concepts into large-scale production in the Far East.
The company also wants retail partners to view it as more than a vendor. Winburn says Hunter Price supports merchandising, content, social media, PR, and campaigns after products hit shelves. In the U.K., he says a phrase has emerged around projects that carry the company’s particular mix of creativity and commercial thinking: “That’s so Hunter Price.”
North American retailers will get a closer look at what that means this fall.
Hunter Price will meet with customers during the LA Fall Toy Previews, Sept. 13-18, at Suite 1185, 1960 E. Grand Ave. in El Segundo. The team plans to showcase new product development across its owned brands and licensed portfolio, as well as opportunities tied to its growing U.S. business.
There is also plenty already moving toward 2027. Hunter Price is investing further in Toy Mania and rolling out a refreshed Sensory ToyBox identity, while a collaboration with Spin Master will bring back Off the Hook with an updated take on the K-pop-inspired, collectible fashion concept.
For retailers making the rounds in El Segundo, Hunter Price is making the case that its next chapter is bigger than any single category. The company wants to talk product, trends, licensing, merchandising, and the opportunities that can emerge when those pieces meet. And then it’s back to London for BLE.
Appointments can be arranged at info-usa@hunterprice.com.
Stay on the Pulse of Play!
A version of this feature appears in The Toy Book‘s 2026 Fall Toy & Licensing Preview Issue. Read the full issue here!
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