Light-up Novelties and Toys

Here at The Novelty Division of GMG we are all about the light-up and glowing novelties that bring a bit of light-hearted fun to the world. From glow sticks to light-up swords, flashing windmills and butterflies, LED torches and illuminating jewellery; these are just a few of the fun-filled novelties we have on offer.

For over 3 decades The Novelty Division has been sourcing and supplying novelty products, steadily growing to this day. In addition to our UK Offices and Warehouse, we have our own factories, sourcing offices and production partners in China and Hong Kong, as well as closer to home in Europe and right on our doorstep in the UK. This has made us one of the leading suppliers and distributors of light-up and glow novelties not only within the UK, but also on a worldwide basis. Our global reach allows us to source and produce very affordable novelty solutions for our customers, whilst still being able to react quickly and deliver time-sensitive and last minute options via our more local sources.

We’ve worked hard to ensure we offer the most innovative, relevant and comprehensive range of light-up novelties around. We hope you’ll agree and choose The Novelty Division for your novelty requirements, be it a case of flashing bunny ears, branded glow sticks or illuminating your mascot in style on a flashing fibre optic wand.

We strive to keep our prices at a level that offers you the best value for quality products. We are confident our pricing is unrivalled and you will not find the same quality of product for a comparable price.


Need to make an impact? Many of our products can be branded and prove popular amongst the crowds. Everyone loves a glow stick! Check out the showcase and further details below then give us a call to discuss your specific requirements; we’ll be happy to help.

Glow sticks are by far one of our most popular novelties to brand. They are an affordable way to get your name or message over a large quantity of stock which can be quickly and easily distributed amongst a crowd at one of your events to great effect.

The great thing about our battery operated novelties is that, not only are many of them available in a range of colours to conveniently suit your brand, but many of them also change colour during use which adds a whole new dynamic which can be visually pleasing and help you to really stand out from the crowd.

We strive to find new ways to brand our products to make sure that as much of our range can be tailored to your needs as possible. We keep abreast of new industry printing methods and offer 1 to 4 colour pad printing on many products and full colour clear label and direct printing for more ambitious and demanding branding needs.

Bespoke Design Service

As well as sourcing and branding novelty items, we can also create our own from scratch. Perfect in particular for licensed goods where you need a specific character or shape built into the design of an item.

Start a conversation with us today about your needs. We have a lot of experience in this field and can help you through the whole process from concept, design, right through into approvals and production…

Our Clients