Over the coming months, you’ll start to see more behind-the-scenes updates as we continue to actively grow the brands we bring to market. One of the first of these is our attendance at the Melbourne Toy Fair, running from the 1st to the 4th of March, 2025. As we’ve said internally, “Toy Fair is for the Minions”—and it represents an important step in how we introduce and scale this range across Australia.
The Toy Fair is a wholesale, B2B-only event, bringing together manufacturers, licensors, and distributors from across the industry. It’s not a retail show, and customers don’t attend to purchase products on the spot. Instead, it’s where partnerships are formed and future orders are secured. “It’s just straight wholesale, B2B,” and that focus makes it one of the most important events on the calendar for licensed products.
We’ve secured a dedicated stand at the event and are currently preparing the promotional materials needed to support it. Visual impact matters, especially for a brand like Minions. As we discussed during planning, the stand needs to be “bright and fun and friendly,” with strong visual flair that immediately communicates what the product is and who it’s for.
While the Toy Fair isn’t a consumer-facing event, it plays an important role in building trust with our customers. Attending shows like this demonstrates that we’re active in the industry and committed to expanding our range. It shows that we’re not simply a passive online seller, but a business that’s “getting out there,” securing new opportunities and working directly with partners to add long-term value.
The timing of the Toy Fair is also deliberate. The Minions range represents a major growth opportunity for us, particularly with the upcoming movie release later in the year. Being present early allows us to build momentum, strengthen relationships, and position ourselves well ahead of peak demand. This event is about exposure now and growth later.
As part of our broader strategy, Toy Fair is just one piece of a much bigger picture. We’re continuing to refine AHA’s direction with a clear focus on building brands that genuinely belong in the home. As I’ve put it, “The direction overall is building brands that can be seen and used within households.”
You’ll see this reflected in several upcoming initiatives:
Clearer brand identity
We’re working on tightening the AHA website experience so it’s immediately clear what we stand for. The goal is simple: when someone lands on our site, they should instantly understand the type of products we stock and why they’re there.
New brand opportunities
We’re actively exploring additional brands that complement our household focus—brands with strong design, practical use cases, and long-term potential.
Smarter distribution and partnerships
Behind the scenes, we’re investing in distribution partnerships that allow us to scale efficiently while maintaining control over quality and availability.
Long-term thinking beyond short-term wins
While licensed products like Minions are a major focus right now, we’re deliberately planning for what comes next.
We’ll continue sharing updates as these plans take shape. Everything we’re working on—from Toy Fair to new brand partnerships—is aimed at one outcome: building a stronger, clearer, and more valuable AHA for the long term.
