In the September issue, Toy World spoke to Addo Play’s David Martin and Mary Price about plans to re-establish the Meccano brand as a key player in the Construction category, and other brands that will be on show in LA this month.
What’s the reaction been like since you announced that you were taking on the licensing agreement for Meccano?
The response has been incredibly encouraging. There’s been a real sense of excitement from retailers, partners and fans alike. Meccano is such an iconic brand, and people are genuinely thrilled to see it getting the attention and investment it deserves. The news of Addo Play signing the multi-year global licensing agreement has sparked a lot of interest, with many recognising the potential to reinvigorate the brand and bring it to a whole new generation of builders.
We’ve had fantastic conversations with distributors and retailers who are eager to be part of Meccano’s next chapter. There’s definitely a shared belief that with the right partners, strategy and product innovation, Meccano can firmly re-establish itself as a key player in the construction category. It’s a big responsibility, but also a huge opportunity, and we’re excited to build something truly special. Since the rebrand announcement, we’ve been working hard behind the scenes to expand the Meccano portfolio. We’re introducing new licences, re-engineering classic sets and developing completely new models that reflect today’s interests, such as motorsport and real-world engineering and structures. We’re also working hard on the rebrand of Meccano which will launch in Autumn Winter 2026, and we will be previewing this in our showroom at 1960 E Grand in El Segundo in September.
When will the initial product be hitting stores across the globe? Which territories are you still looking to tie up distribution arrangements for in LA?
Meccano’s global rollout is well underway, with the first wave of products, including the exciting new 2-in-1 Race Car, hitting shelves from September 2025 in UK retailers The Entertainer and Tesco, as well as in France, through our partner, Bandai France, in E. Leclerc, Auchan and Super U among others. It will also be available across Australia through All Brands Toys. In October, Meccano will debut with TapiMobil in Argentina and then in Q1 2026, it will be back on shelves in the US with Barnes and Noble.
While Argentina is confirmed, we’re actively seeking partners in other LATAM territories, alongside Central and Eastern Europe, Asia and broader EMEA regions. We’re open to new business opportunities and working closely with retail partners to ensure a strong, strategic global presence.
What marketing plans do you have in place to celebrate the launch?
We’ve put a robust 360° marketing campaign in place to support the Meccano launch, covering both consumer and trade audiences. From press releases and trade activity to focus groups with children and long-time Meccano fans, we’re making sure we stay closely connected to our community. The brand-new Meccano website is now live, complemented by retailer site activations to boost visibility and engagement.
On the consumer side, we’re launching a UK TV advert supported by rich digital content and in-house video assets. Thanks to our partnership with Bandai France, we’ll also be airing a French TV campaign across key channels from AW25. This will be backed by catalogues, in-store activations, and a year-long social media strategy featuring influencer collaborations to keep the momentum going well beyond launch.
To continue reading Addo Play’s article in the September issue of Toy World, click here.
Read more on Toy World Magazine | The business magazine with a passion for toys
