The Team

John Baulch

Publisher and Managing Director

  • Favourite property: When I was a child, Thunderbirds (or any Gerry Anderson series). Now it is impossible to choose, although I have a soft spot for The Muppets. What classic movie or literary work would not be improved by being performed by The Muppets?
  • Favourite band/artist: Like properties, it’s impossible to pick one – I have around 1000 singles, as well as a similar number of LPs and CDs (used to be a DJ back in the day…).
  • Likes: Music, Travel, Football and a chilled NZ Sauvignon Blanc or a large G&T.

I have over 40 years’ experience of working in the trade press, dating back to 1980, when I first joined Toy Trader magazine. Although I have launched and run numerous publications in a variety of industries over the years, I have always enjoyed working with the toy and licensing trades more than any other I have been involved with.

In 2011, I decided that the time was right to branch out and launch my own toy trade magazine: Toy World, which is now the only B2B toy magazine in the world to be published every single month. I am also delighted to be growing our footprint in the licensing market with the acquisition of Licensing.biz.

Mark Austin

Sales Director

  • Favourite property: My childhood favourite has got to be Sonic: I spent many hours playing the game on my Sega Megadrive. As an adult, it’s a mix of Peaky Blinders, Stranger Things, Harry Potter, The Power Universe and obviously the classic Only Fools and Horses.
  • Favourite band/artist: Ed Sheeran, Tory Lanez and Tarrus Riley.
  • Likes: Taking my children to the cinema, family days out and weekend getaways.

With over 10 years in publishing, working across daily/weekly newspapers, monthly/bi-monthly magazines amongst a number of other platforms, the toy industry is by far my favourite, having two young children it is the perfect industry to be involved in.

Anita Baulch

Circulation & Financial Director

  • Favourite property: I admire the wit and wisdom of both Paddington and Winnie the Pooh, but at trade shows it’s always Pikachu that makes me smile.
  • Favourite band/artist: The Smiths/R.E.M./most Britpop. Also partial to a stage musical cast recording.
  • Likes: Good food and wine, music, reading, theatre – especially musicals. If I’m not here of an afternoon I’ve probably popped off to a matinee.

Upon graduating from Durham I worked first in store for Boots then at Head Office for Makro, both times heavily involved with the Toy Department.

At a Harrogate Toy Fair Function (you know how it is…) I met John. Reader, I married him, and family life became my priority for a while. These days, I work full time with Alakat Publishing; wearing many hats, I’m involved editorially with subbing and proofing, as well as managing the circulation and invoicing. I’m very proud of what we have achieved with Toy World and am excited to be part of the development of the new-look Licensing,biz. Contact me to update your subscription or for any invoicing queries – on either Toys or Licensing.

Rachael Simpson-Jones

Editor

Favourite property: Stranger Things, Avatar, Jurassic Park/World, How to Train Your Dragon.
Favourite band/artist: London Grammar, Sigrid, Taylor Swift, Coldplay.
Likes: Amigurumi crochet (making little cuddly animals with a hook and some yarn), walking my three dogs, kickboxing, cooking and films.

I graduated from Roehampton University with a BSc. Hons in Zoology having spent many years teaching horse riding – including horseback archery. I then moved into publishing, working as an editor for a company that publishes a range of journals on environmental monitoring equipment. I joined Toy World in 2017, which was quite the change of scenery, but (as we all know) this is an extraordinarily friendly industry and I'm enjoying being a part of it. I'm also delighted to now be moving further into the world of licensing with Licensing.biz.

Mark Crowford

Design and Production Manager

  • Favourite toys: Still love the classics such as Subbuteo and Scalextric and don’t need to be asked twice to dig them out of the attic, but to my mind you can’t beat a Call of Duty marathon on the Xbox. I can also play a mean game of Scrabble…currently unbeaten!
  • Sports team: Life long Arsenal fan and sucker for punishment.
  • Likes: A good barbeque, holidays in the sun, watching and playing sports, especially football and tennis.

After working in Advertising for a few good years, I decided to go it alone and became a Freelancer and worked with most of the big agencies in London as a Creative Artworker. I moved away from the big smoke for a less hectic work life and I am now over the moon to have struck the right balance and be a part of the Toy World team.

Caroline Tonks

Assistant Editor

  • Favourite property: Scooby Doo, Studio Ghibli, How to Train Your Dragon, Bobs Burgers and The World of Beatrix Potter.
  • Favourite band/artist: Greta Van Fleet, Seinabo Sey, Fleetwood Mac, Måneskin and ABBA.
  • Likes: Travel, cooking, photography, candle making and a glass of champagne.

I am a former ballerina turned journalist. Originally from New York, USA, I moved to London in 2022 to pursue my master’s. I graduated from City, University of London in the summer of 2023 with my MA in Magazine Journalism with Merit. I am very excited to be joining the team and starting my journalistic career with Toy World and Licensing.biz, as well as meeting everyone who is in the industry.

Gabriela Jimenez

Assistant Editor

  • Favourite property: The Powerpuff Girls, Wallace and Gromit, Stranger Things, The Queens Gambit, Mr Bean, Spirited Away and Ponyo from Studio Ghibli, Toy Story and Monsters Inc from Pixar.
  • Favourite band/artist: This is hard, as I have an artist for each one of my moods! But top ones would be Rosalía, The Weeknd, Shakira, and Doja Cat before her demonic era.
  • Likes: Beach holidays accompanied by piña colada, a good seafood paella and tapas. I also love watching Netflix under a cosy blanket on rainy days, and spending time with my cats Honey and Shiva.

I graduated from The University of Westminster in 2021 with a first-class honours in journalism. Soon after finishing my degree, I joined ASBO magazine and worked as a music journalist interviewing all sorts of cool artists and DJs, including Big Narstie, Matt Maltese, L.A.X, Polo & Pan, and Riton. I have also worked as a copywriter with a company selling health and safety products. I’m thrilled to become part of the team and immerse myself in the world of toys and licensing, and perhaps interview some of the companies that made my childhood such an enjoyable time!