From February 1st to 3rd, VICI Brands, the wholesale arm of BrandMX, showcased a curated selection of Play, Home & Beauty brands we work, with at Shoppe Object 2026.
Bon Ton Toys was, as always, a crowd favorite. The familiarity and emotional pull of Peanuts™, Miffy™, and the new Smiley™ collaboration meant buyers focussed on discussions about bestsellers, depth of assortment, and reorders. The newly introduced range of bag charms and key chains were instant hits, with many gift and lifestyle stores.
Nailmatic benefited from a very hands-on presentation. Buyers took time to try products, and talk through how the range would work in their own stores. The French-made, water-based nail polishes and DIY maker kits were particularly popular.
Playforever, with VICI Brands since 2009, proved the “old is gold” mantra once again. The brand is consistently treated as a design object as much as a toy. The new arrivals and expanded range appealed to the collector-minded audience.
Sabon had a strong presence at the show, with a full view of bestsellers and new collections. The range was laid out in a way that made it easy for buyers to explore, and understand the brand story, leading to longer, more in-depth conversations around assortment building, hero products, and seasonal additions.
Sabe Masson drew plenty of curiosity as a newer addition to the portfolio. The no alcohol – soft perfume® concept, combined with its refined, modern positioning, helped buyers quickly grasp the brand’s value proposition. The line has already been picked up by a premier department store.
Missoni, Roberto Cavalli, and Arnolfo Di Cambio set the tone for the home gift category, with their newest arrivals and broader selections keeping their position as statement brands.
Leblon Delienne brought a sense of awe and nostalgia through its iconic licensed collaborations. Interior designers and concept stores flocked to the brand to understand the full range, and place special orders.
Maison Deux delivered a strong visual and design edge, appealing to a wide variety of home stores across the USA. The expanded range of cotton blankets appealed to stores across seasonality, while the licensed Miffy™ and Peanuts™ designs added a playful, recognizable layer that works equally well for gifting and lifestyle-focused stores.
Message in the Bulb caught attention as both a gifting item and a display piece. Many museum stores asked for custom products to showcase architectural buildings, logos, or upcoming exhibitions. Several buyers also picked up pieces specifically as seasonal gifts, including for occasions like Valentine’s Day.
Skyline Chess stood out for its landmark-inspired chess sets and custom options, helping buyers understand its place as a design-led, statement product. Retailers from cities like New York, Boston, and Provincetown showed interest in new sets featuring iconic or newly emerging buildings.
Ladenac and Vila Hermanos saw buyers down and “smell the candles,” leading to good conversations about what fits their stores. Award-winning scents like Sicilian Cottage and Bois de Roussie were clear favorites, while Ladenac’s mini egg candles and Vila Hermanos’ Jungletopia were bestsellers. The brands perfectly blend high design and the best scents in their products.
We’re happy to see such a strong start to 2026.