A playground sensation has taken the world by storm as Sticki Rolls was crowned this year’s Dream Toy by the Toy Retailers Association. The announcement, made on 13 November 2024, saw TV presenter Helen Skelton arrive at the awards in a specially customised Sticki Rolls-themed London taxi, reflecting the brand’s explosive popularity.
Sticki Rolls, distributed in the UK by Character Options and created by Seattle-based Sky Castle Toys, merges the timeless appeal of stickers with modern wearable fashion. Each Sticki Roll bracelet contains 50 holographic stickers housed in “charms” for children to peel and share.
Since its UK debut in September, Sticki Rolls has captured imaginations with its kawaii designs and emphasis on collectability. A standout feature is the Sticki Book, a pocket-sized organiser that allows fans to display their collection. With 50 activity pages and 120 stickers included, the Sticki Book has become a sought-after item for Christmas shoppers.
The numbers highlight Sticki Rolls’ phenomenal success:
- Over 200 million stickers have been shipped and swapped globally since June.
- The brand already boasts 1,200 unique designs, with 2,000 more planned for 2025.
- Sticki Rolls-related content has racked up over 250 million YouTube views, as fans showcase their creative uses, from customising shoes to decorating everyday objects.
In the UK, the Dream Toy accolade cements Sticki Rolls’ status as a must-have item. Lev Nelson, President of Sky Castle Toys, said the success stems from listening to children and blending creativity with strategy. “Sticki Rolls is more than a brand; it’s a phenomenon,” he remarked.
Retailers have echoed the excitement. Dave Middleton, owner of Midco Toymaster, called it a “craze that has driven repeat business and will continue into 2025.”
Looking ahead, fans can expect the introduction of licensed designs, a second series of kawaii stickers, and new Sticki Book editions next year. The Sticki Rolls revolution shows no signs of slowing down.
