Playing to win
The toy and game industry’s premier event is back for 2025 with a revitalised offer and another sell-out edition. The Toy Fair – which celebrated its 70th anniversary last year – has seen steady growth since its post-pandemic return, and was forced to expand into the upper gallery of the Olympia last year due to demand for space. Despite having expanded again, the 2025 edition sold out back in September, four months ahead of doors opening on 21 January.
“The Toy Fair plays a pivotal role as the industry’s kick-off event, showcasing the hottest new toys and emerging trends right at the start of the calendar year,” says Rebecca Deeming-Mitchell, senior communications & events manager at show organiser the British Toy & Hobby Association. “The show is set to offer an extensive showcase across three days spanning both levels of the Grand and National Halls as well as part of the Upper West Hall. Attendees can look forward to a jam-packed three days of networking opportunities for developing key business relationships and discovering innovative product lines.”
As a regular installer at the exhibition, Smart Display has once again been tasked with designing and building one of the show’s flagship stands. Occupying an impressive 154 sq m space, 8th Wonder is an industry stalwart, supplying a range of distinctive and innovative plush and wooden toys for nursery age upwards. The brand’s stand incorporates private meeting facilities, display elements for its extensive product range and crucially, re-used elements from previous shows that reinforce its brand identity while keeping materials out of landfill.
“The concept behind the 8th Wonder stand is a journey, with an entry point at the reception area that guides visitors through the extensive product offer,” says Smart Display’s sales manager Ben Rose. “We implemented the brand’s signature walls and windows and re-used its slatted features and backlit logo while refreshing the overall stand design to show off each and every toy label to its best potential.”
Last year’s 8th Wonder stand, as designed by Smart Display for the 2024 edition of the Toy Fair.
8th Wonder is one of around 250 exhibitors participating in the industry’s biggest trade event for toys and games. Far beyond its capacity as a transactional platform however, the show serves as a networking hub, with added elements of entertainment and engagement including its ever-popular character parade and line up of Hero Toy Awards displayed just outside the press office.
“After a year of planning, it is always so exciting to see the fantastic, bright and colourful stands come to life and to see how well received they are by attendees as they filter through the doors,” continues Rebecca. “Our exhibitors put in a huge effort to make the show the buoyant and fun show that it is, so it’s always nice to see everyone enthusiastic and raring to go on the first morning. We can’t wait for the show to open and wish all exhibitors and attendees a successful show and year ahead.”
The Toy Fair returns to the Olympia for its 71st edition on 21-23 January this month. If you are in the industry and want to discuss an innovative and engaging stand design for your next trade event, get in touch today #wemakeevents.
