LEADER Clare Turner
T At the heart of retail Also by Lema Publishing
he days are getting longer, and spring is very much in the air, so what better way to welcome in the new season than with a visit to the Toy Fair? The UK’s largest dedicated toy, game and hobby trade show, which took place from January 25 to January 27 at Olympia London, welcomed back exhibitors and visitors from around the world. This was the first Toy Fair since the Covid-19 pandemic, and the only dedicated toy fair that has been able to take place this year (with special measures in place, of course, to ensure the health and safety of attendees). During the show, 260 exhibiting companies unveiled thousands of new products. The event provided the first opportunity in 2022 for them to showcase their fresh lines ‘in person’ to both new and existing customers. And Toy Fair was certainly an event to remember! The atmosphere was buzzing with activity and excitement, and there was a real sense of optimism for times to come. In the words of Roland Earl, director general of the British Toy & Hobby Association (BTHA), which organised the Fair: “After a year away, it was a delight to see the industry come together again to kick-start 2022.” The feedback from exhibitors and retailers we spoke to at Toy Fair was resoundingly positive, as our comprehensive review of the exhibition in this issue reveals. We were hugely impressed by the new ranges that made their debut on many of the stands. The general consensus was, quite simply, that ‘it was good to be back’. Nothing
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beats being able to see toys - and people - in the flesh. And for me personally, it was a longawaited chance to put faces to names, having started my role as editor in Lockdown 2.0. In terms of business, it seems order forms were exchanging hands like it was going out of fashion. As Keel Toys marketing director Richard Keel commented: “Toy Fair 2022 has been even better for business than in January 2020. We experienced a big increase in orders. It’s great that trade shows are back up and running. It was incredible; we were non-stop writing orders.” Brainstorm marketing manager Debra Tiffany summed up the view of many when she said: “Like all exhibitors, we of course returned to Toy Fair with some trepidation. But any fears were allayed as soon as the doors opened. It felt like business as usual and a real boost to be back at what is, for us, our main trade show of the year. Both exhibitors and visitors alike seemed buoyant, and we are delighted it went ahead, as it’s been great for the industry. Long may these face-to-face events continue.” Applications for Toy Fair 2023 will be announced at the end of March at www.toyfair.com. Congratulations to all who triumphed in the Toy Industry Awards, winning the Toy of the Year, Supplier of the Year, and Toy Retailer of the Year accolades. The results were announced during the show, along with the Editors’ Choice Awards and Toy Fair’s Hero Toys List. Our review of the show includes comments from exhibitors and interviews with the retail finalists and winners. So how was it for you? I’d love you to get in touch and share your story. You can connect with me via LinkedIn or email me at clare@lemapublishing.co.uk. I look forward to hearing from you!
Toy Fair was certainly an event to remember! The atmosphere was buzzing with activity and excitement, and there was a real sense of optimism for times to come
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