5 minute read
Toy Fair Preview What’s new and what’s a must-see at this year’s premier toy industry event
Fairplay
Rebecca Deeming, communications & events manager for Toy Fair organiser the BTHA, talks to TnP about what’s new this year, what’s back, and what not to miss!
What: Toy Fair | Where: London Olympia | When: 24-26 January | Web: www.toyfair.co.uk
What are the must-see areas? The Greenhouse located towards the back of the Grand Hall is always a must-attend area, where you can find smaller, up-andcoming manufacturers who will be showcasing new creations.
The Greenhouse area is the perfect place on the show floor to discover the next big thing! Nursery buyers and retailers can head there to meet new exhibiting companies like movies inc, which is a new, innovative brand for preschool toys! What are the must-see events? As always, Toy Fair is buzzing with activity. An independent panel of retail experts has selected Toy Fair’s 25 Hero Toys for 2023 from more than 250 submissions. The winners will be announced at the show opening, 9:50am on Tuesday January 24 outside the press office. This will be followed by the muchloved Character Parade at 11:15am.
Toy Fair in numbers
1954 – the year Toy Fair started in 1954 69 – 2023 sees the 69th Toy Fair 260+ - exhibiting companies 22,000m2 – the footprint of Toy Fair at Olympia 18 – exhibitors in the Greenhouse Area as it returns for its 18th year 10,000 @toyfairuk has 10,000 followers on Twitter.
Toy Fair TV and the Demo Zone are also returning to the show this year, for the first time since 2020! There will also be a Trolley Dash in partnership with KidsOut, the charity partner for Toy Fair 2023. The work they do for children fleeing from domestic abuse is commendable and being able to support them and everything they do is hugely important.
The show’s exhibitor events timetable will be released closer to the show, listing all the exciting activities exhibitors will have going on at their stands. Any advice for new visitors? Toy Fair 2023 is back with an incredibly packed show! We’re so excited to welcome hundreds of global and independent toy brands all under one roof, including Character Options, The Elf on the Shelf, Coiledspring Games, Winning Moves, Craft Buddy, plus many more.
Exhibitors will be showcasing thousands of toys and games from many different categories, including art and crafts, plush, board games, STEM toys, tech toys plus lots more.
Visitors at the show will get a first look at new toys, trends, themes and crazes for 2023, as well as exclusive retail offers that are only available to onsite attendees.
For first-time visitors attending Toy Fair, the advice would be to make a plan for everyone you want to see. There are so many wonderful exhibitors to visit, you should make sure to map out your route to avoid disappointment! It’s
only the second year using our new layout so make sure to check out the great stands we have at the National Gallery.
Any advice for new exhibitors to the show? A top tip for first-time exhibitors is to reach out to buyers, retailers and licensors you want to see at the show beforehand. It’s a very busy three days so the more preparation and organising you can do to secure meetings before you get on site the better; don’t purely rely on footfall! There is a top tips guidance document for exhibitors in the show manual on the Toy Fair website.
We have also recently launched the official Toy Fair Instagram page, so make sure to follow @toyfairuk where we will be posting lots of engaging content, including blogs featuring exhibitors and behind the scenes posts.
Make sure to join the community on LinkedIn, and Twitter @ToyFairUK as well. How can exhibitors encourage footfall to their stand at this year's Toy Fair? Exhibitors should make sure to get involved with as many of the free PR opportunities available as possible. We have a new PR agency this year, Retail PR, so make sure you inform them of any exciting press activations you may be hosting on your stand. If exhibitors would like to speak directly to the team at Retail PR and discuss PR opportunities further, email toyfair@retailpr.co
We have created, alongside Retail PR, the show’s PR Manual which is packed full of all the information you need as well as key deadlines, so you can let us know everything you’re getting up to at the show!
The dedicated Press Day takes place on the first day of the show, Tuesday January 24. We will be welcoming top-tier, national press, and exhibitors should use this as an opportunity to forge those connections, face-to-face at the show, to help stand them in good stead for the year ahead. Nikki Agravat, founder of Chelsea toy shop Pingo Pongo, tells TnP why she loves Toy Fair…
What do you like about the show? I love the atmosphere and buzz of the show. I always feel a great positive energy when I attend. It brings me great joy to see existing contacts, meet new contacts. There is always something new to see! How do you navigate the show? Planning is key to ensure you get the most out of the show. I always spend time ahead of the show looking at the exhibitor list and narrowing down a shortlist of stands I must see and then others that I’m curious about. For brands that we have developed a good relationship with, I tend to book meetings with them ahead of the show to make sure I have time to see the full collection. I also look at the talk schedules to see if there’s anything I’m interested in listening to, and factor this into my day plan. This makes my visit to the show efficient and productive. What is a must-see for you this year? Smart Games; it’s one of our best-selling brands in our store and I’m excited to see what new creations they have and see some items we don’t yet stock in action. I’m also particularly keen in expanding our games offering, so I’m excited to speak to many of the game suppliers. Is there anything in particular you are looking for? Family games. We have a good selection of games, but I’m always on the lookout for the next addictive family game for our regular clients.
