Fair play
New launches in children’s toys and games are set to boom in January with the news that the Toy Fair is tipped to sell out once again. The industry’s key event had to increase its space last year when demand from would-be exhibitors outstripped supply, resulting in a waiting list of hopeful brands vying to exhibit.
Now, as the industry looks ahead to the 2025 edition, the show is once again in high demand, with certain areas such as the newly-branded Gold Zone – for up-and-coming toy brands – having already sold out.
The Toy Fair enjoyed a buoyant three days at the Olympia this January, celebrating its 70th edition with its most well-attended event to date. Organiser the British Toy & Hobby Association took the decision to expand into the Olympia’s Upper West Hall to accommodate unprecedented demand from the sector. This year’s floorspace has predominantly been taken up by returning exhibitors, although the show has also seen a high level of interest from debutantes looking to maximise the potential of show.
“We are once again so pleased with the continued high returnee rate for the Toy Fair, as well as the numerous new applicants,” says the British Toy & Hobby Association’s head of Toy Fair Majen Immink. “We do not underestimate the ongoing challenges the industry faces, and therefore appreciate the loyalty and support of our exhibitors, and the value placed on the importance of the UK’s trade fair.
“We very much look forward welcoming the industry back again in January, and to witness the thousands of exciting new launches to the market.”
Returning exhibitors this year include key names such as The LEGO Group, Spin Master Toys, EPOCH Making Toys, Hasbro, Vtech, LeapFrog, Bandai UK, Casdon, Trends UK, Cheatwell Games, PAPO, and Schleich. As a regular installer at the exhibition, Smart Display are already working on innovative and inspiring stand designs for its portfolio of clients, which has included Bliss Distribution and 8th Wonder.
Any exhibitors considering joining the 200-strong line-up are advised to book one of the last remaining spaces as a matter of priority. Brands considering exhibiting – or those who have already reserved their space – can get in touch with Smart Display to discuss how the right stand can provide the perfect launchpad for 2025 launches.
“The Toy Fair is one of our more vibrant shows, and an event where our designers can really push the boundaries of aesthetics with colour, shape and branding,” says Smart Display’s sales manager Ben Rose. “We are delighted to be returning with our existing clients, and have capacity to take on further brands who want an inspired and engaging brand environment to launch the new year of trading in style.”
Watch the Toy Fair’s 70 year anniversary video here. If you are inspired to get involved in the action, get in touch today and find out how we can design and build your perfect exhibition stand.
The Toy Fair takes place at London’s Olympia on 23-25 January.
