18 minute read
Event Focus: Toy Fair 2022
FAIR COMMENT
After two years, Toy Fair is finally heading back to London’s Olympia this January. PPS chats to some of the exhibitors about what they will be showing in the preschool space, trends for the coming year and just how much they’ve missed the show.
Above: Toy Fair is returning to London’s Olympia for the first time since 2020. Below left: My First Domino Rally is new from Taf Toys. Below middle: Rainbow Designs will be celebrating the 120th anniversary of Peter Rabbit with a number of new products. Below right: Lillipuitens will be among the 200 new products which Juratoys will be showcasing.
“N othing does quite beat a physical Toy Fair,” enthuses Barry Hughes, md of Golden Bear Toys. “It’s the chance for us to connect with the entire industry face-to-face, showcase our toys in their full glory, and give all visitors the opportunity to get hands-on and under-theskin of our products.” 2022 will see Barry, and the rest of the toy business, get their wish, with Toy Fair returning to London’s Olympia for the first time in two years. And Golden Bear will certainly be making the most of it, with numerous new launches planned.
“All our preschool licences will take pride of place,” says Barry. “Hey Duggee, Bing, In the Night Garden, Mr Tumble, Love Monster, Waffle, Twirlywoos, The Baby Club and Sooty and Sweep. We have new product lines launching in many of our licensed ranges including Biteysaurus Bing and an outstanding Hey Duggee rocket. Squirty Gertie is for all the family including preschoolers and Curlimals is suitable for children from as young as three.”
When it comes to trends, Barry believes that physical and mental wellbeing and sustainability concerns will continue to be top of mind for parents this year. He adds: “We are proud of what we have done so far and have many more initiatives planned for 22 and beyond.”
For Halilit’s national account manager, Amy Wildman, Toy Fair is an integral part of the yearly calendar. “We take all our brands to London and have such a wide audience base there enabling us to conduct back to back productive meetings with customers both current and potential, in an environment where all of our products are to hand – something which is hard to replicate elsewhere when you have as many products as we do,” she tells PPS.
“Our customers know us for offering the very best in baby, toddler and preschool play, and the 2022 show will be no different with consumer favourites such as Halilit Music and Edushape Sensory taking centre stage. Taf Toys will also be a key focus on our stand as we showcase their Easier Learning category – offering developmental toys suitable from six months into the preschool years. Furthermore, we are particularly excited to be giving our Dodo range of puzzles and craft lines their very first Toy Fair launch.”
Amy continues: “We also missed the networking side of this great industry – seeing what other suppliers had been up to in terms of development and discussing the issues that are affecting us all, such as the shipping crisis this past year. It will certainly be great to get back and immersed again.”
ENGAGING WITH CUSTOMERS
Juratoys’ UK commercial director, Neil Montgomery is looking forward to seeing the new layout of this year’s show – it will be occupying the Grand and National Halls for the first time in 2022.
The company will have a new stand design with over 200 new products to showcase. These will include new brand, Lillipuitens, plus Lalaboom which is a colourful collection of five in one educational beads to help with children’s development needs through the early stages of learning. The new products are designed to push, pull, twist, thread and build, with new characters including Coco the squirrel, Birdy and Bizou the bee.
Neil continues: “We see this as our year to really shine and to show the retailers that we have the ability to add value to their business and provide support by offering various deals, offers, POS and marketing tools.”
Meanwhile, Orange Tree Toys will be bringing its new Spring Garden range to Toy Fair, as well as its First Emergency collection and fresh additions to its successful Peter Rabbit line. The company is also bringing back its popular wooden mobile, while there will be a new set of bookends to complete the nursery. Further additions in 2022 will include extensions to the musical selection with a piano and ukulele. “We are really excited to have launched our brand new redesigned packaging which we will be displaying, which is completely plastic free, making it 100% recyclable,” says Bev Cochrane, sales manager at the company. “We are also really proud to say that by the end of 2022, all our toys will be produced using FSC-certified wood.” Bev continues: “We have really missed being able to showcase our new ranges and products, and importantly engaging with existing and new customers. We expect interactive games will continue to be popular, which is why we have introduced lots of additions to product categories to encourage outdoor play and role-play toys.”
Left: Biteysaurus Bing will be among the new launches from Golden Bear.
Simba Smoby Toys UK will be showcasing new licensed lines from the worlds of Peppa Pig and Masha and the Bear, as well as fresh additions to the Smoby range. These will include the BIG-Bloxx Above: Mayur says Simba Smoby Toys UK wants to make a big Peppa Pig construction range, statement at the show. consisting of starter and basic sets all the way up to big play-sets. There will also be new characters and themes in the company’s Disney plush offering, plus Frozen and Disney Princess role-play toys. New playhouses and role-play sets, such as the Sweet Corner Playhouse and the Garden Kitchen, will also join the Smoby brand.
“London Toy Fair is one of the most important dates in the toy diary,” says UK marketing manager, Mayur Pattni. “And for Simba Smoby Toys UK as a business, the event is hugely important to us. Since we first exhibited at the show, Simba Smoby Toys UK has continued to enjoy massive growth. In fact, between December 2018 and December 2020, we added £8m of value in full year sales and, this year [2021], we are really up versus 2020. Our wholesale business is up, too.
“At London Toy Fair 2022, we want to make a big statement. We have ambitious growth plans, and there are lots of great opportunities within our 2022 range, so we want to make sure that the Simba Smoby Toys UK stand is not missed this year.”
HIGH PROFILE LAUNCHES
ToyTopic will be one of the companies making its debut at Toy Fair.
“We will be announcing high-profile preschool launches, expanding our fantastic relationships and partnerships with WowWee, Hasbro and ViacomCBS Consumer Products,” begins director Ashley Holman. “We are introducing new Pinkfong Baby Shark learning, preschool and bath toys featuring original and new characters from Nick Jr. UK Baby Shark’s Big Show. We will also have exciting news for Peppa Pig, PAW Patrol and more to come.”
Ashley continues: “As a relatively new company, being able to showcase our amazing product is incredibly important. In one location and at one moment in time we get to meet and share with our key retailers and licensors, as well as from a marketing point of view, too.”
Ashley believes that value will be a main trend in 2022: “With cost prices increasing and shipping costs showing no sign of letting up, these increases need to be passed on. So products that can hit a keen price point but give value for money are going to win this year as people feel the pinch on costs being increased in all walks of day to day life.”
From a new company to one firmly established in Toy Fair history, Rainbow Designs will be kicking off 2022 with the launch of 50 new lines. These will include new additions to its Peter Rabbit, Paddington and Winnie the Pooh ranges,
Right: Orange Tree Toys will be growing its First Emergency range.
Smart Toys & Games is home to eight educational brands and its SmartMax offering will be boosted with the launch of three new sets at Toy Fair. These will include SmartMax Roboflex, although the rest of the new collection is under lock and key until the show kicks off.
“Toy Fair is the best trade show to kick start the New Year,” says Karen Clarke, brand director at the company. “It is a time when we get to catch up with a lot of familiar faces, as well as meeting many new customers. It is the first show where we present our new collection of toys and games and it’s always lovely to see our customers’ reaction to the new innovation.”
Karen believes that more sustainable, discovery, gardening and green products will become increasingly popular, continuing the reconnection with nature that people experienced during the lockdowns. “Families spent more time together and so certainly games, toys, arts and crafts, and outdoor play have been important sectors for mindfulness,” she adds.
Right: SmartMax Roboflex will be one of the new launches at the show for Smart Toys & Games. “OUR STAND WILL LOOK QUITE DIFFERENT” Andrew Bacon, md of Fiesta Crafts, says its presence at Toy Fair will look quite different in 2022, with the company having greatly expanded its range of crafts since the last time it exhibited two years ago.
Fiesta Crafts will be showing its collections of crafts, magnetic educational charts, hand and finger puppets and educational toys and games. Andrew comments: “We have some great additions to our craft range including 3D mask card crafts, plus our new Make A Vintage Car Craft (which is an ideal gift for preschoolers), and Police Station construction kit. We also are increasing our range of baby toys, too.
“It makes such a difference for people to see products in the flesh. Video calls have been useful, but just not the same as being able to touch and feel the products. It is also so nice to see our customers in the flesh, too - we have missed that.”
Right: Fiesta Crafts has greatly expanded its range of crafts since the last time it exhibited at Toy Fair two years ago.
while there will also be new wooden toys joining The Very Hungry Caterpillar and Elmer educational preschool ranges.
“Toy Fair has always been a highlight of the toy industry calendar - as an event it provides a golden opportunity to showcase, not only new launches but our entire collection for the year ahead to our key audiences including major buyers, independent retailers as well as the media,” explains md Anthony Temple. “Last year was extremely difficult for everyone and Toy Fair was certainly missed.”
When it comes to trends, Anthony believes that Rainbow Designs is well placed to provide for the continued desire for classic characters from consumers. “Products, not particularly in one category, but with a focus on the environment are also likely to gain momentum over the coming years,” he concludes.
Below: Baby Shark’s Big Show! Mix & Match Bath Swimmer will be part of the ToyTopic line-up as it makes its Toy Fair debut.
Toy Fair is due to take place from 25-27 January, 2022 at London’s Olympia. For more information, and to register, you can visit www.toyfair.co.uk.
TOY FAIR 2022
HACHETTE BOARDGAMES
My First Adventure is a collection of storybooks, offering interactive bedtime stories that change with every read. Little ones can use the dials in each corner to choose a character, track their ‘boo-boos’ and gather items until they reach a page split into three, where they then turn the section of the page they choose and discover the outcome.
Tel: 07424 900264 www.hachetteboardgames.co.uk Stand Upper Level 141
HALILIT
There’s tons of fun to be had with the Taf Toys’ My First Domino Rally from Halilit. This encouraging domino set includes a bespoke tray to support little hands in positioning the dominoes upright, before knocking them over again! Once they’ve developed a steady hand young ones can practise free standing the dominoes into patterns, and then match up the dominoes with picture play on one side and traditional number recognition on the reverse.
Tel: 01254 872454 www.halilit.co.uk Stand E16
TOYNAMICS
Toynamics UK & Ireland will be unveiling new launches for its brands Hape, Skip Hop, Nebulous Stars, DinosArt, TIMIO, Beleduc, and Nanoblock, at Toy Fair 2022. With hundreds of toy products to choose from, at multiple price points, Toynamics offers a one stop shop for retailers.
Tel: 0116 4785230 www.toynamics.co.uk Stand E46 WILTON BRADLEY
It’s no secret that when it comes to outdoor play, young ones need no help in creating their own imaginary worlds. Teaching kids about gravity, angles and water flow, Waterwall is packed with limitless combinations. Children can have fun creating their own water flows and seeing their problem-solving skills come to life as they pour water from the top. As new skills develop children can participate in more complex activities
Tel: 01626 835400 www.wiltonbradley.com Stand E89/E98
ORCHARD TOYS
Orchard Toys will be adding twelve new products to its award-winning range along with a refresh of its jigsaws collection at Toy Fair 2022. From elephants and bears to slimy monsters and spaceships, the new additions offer something for all ages and interests, with ‘Learning Made Fun’ at the heart of each product.
Tel: 01953 859520 www.orchardtoys.com Stand E10
TOY FAIR 2022
THE DEN KIT COMPANY
The Den Kit Company launched the first Original Den Kit in 2007. The originality of the kits is that they all contain real and authentic tools that give children the freedom to explore their own creative talents without the need for much adult intervention. Some of the new launches that will be demonstrated at Toy Fair include - The Forest Den Kit, The Potion Making Kit, The Entomology Kit, The Herbarium Kit and The Survival Bracelet Kit.
Tel: 01694 751733 www.thedenkitco.com Stand GH2
SCRUNCH
The award-winning Scrunchbucket is the original recyclable, reusable, bucket for life. Made from 100% silicone, they are environmentally friendly, recyclable and reusable. Squash them in your pocket, squish them into the corner of a suitcase and contribute more to the environment too – Roll them, fold them, scrunch them - what’s not to love about Scrunch!
Tel: 07788 547836 www.scrunchkids.com Stand GH7 CASDON
There is a fresh new licence joining the Casdon portfolio this year from one of the world’s leading houseware brands, Joseph Joseph. It will be launching six products in the range, including the Joseph Joseph Bake. This colourful set features four interlocking measuring cups, a large mixing bowl, twist whisk, egg spatula and ergonomic rolling pin. With so much to play with, budding bakers can take to the kitchen ready to roll, measure and stir up a storm.
Tel: 01253 766411 www.casdon.com Stand E30
POSH PAWS
This spring Posh Paws is launching a brand-new interactive Sesame Street Talking Cookie Monster soft toy with fun sounds. When his tummy is pressed, preschoolers can hear him say 15 fun sounds and phrases that they’ll love listening to when they cuddle up and play with him. It will also be adding a new, super-cute dinosaur to its popular Jurassic World: Camp Cretaceous range, with the fan-favourite Bumpy dinosaur soft toy.
Tel: 01268 567317 www.poshpawsinternational.co.uk Stand J30-K31 SMART TOYS & GAMES
New from Smart Toys and Games is SmartMax Roboflex. Children from three years can get creative and make their own flexible, crazy robots. The unique magnetic parts, bend and extend for hours of play and they work seamlessly with the core SmartMax range, to add an extra dimension to the wider playset. The twelve-piece set includes an inspirational poster, but the options are endless as little ones can create robots that fly, jump, grab, wobble, or drive.
Tel: 01903 885669 www.smarttoysandgames.co.uk Stand F42
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StandB90
To book a meeting please contact the team today : Email : sales@unitedwheels.eu Tel : +44 (0)1525 664041
GrandHall-Olympia-London
To book a meeting please contact the team today :
Email : sales@unitedwheels.eu
StandB90 ride on toys
GrandHall-Olympia-London
StandB90 ride on toys
GrandHall-Olympia-London
StandB90 ride on toys
GrandHall-Olympia-London
Tel : +44 (0)1525 664041 Get an exclusive fir look at our assortme of Disney, Marvel an Lucas Film licenced rang of kids bikes an
StandB90 ride on to
GrandHall-Olympia-London
To book a meeting please contact the team today :
Email : sales@unitedwheels.eu
Tel : +44 (0)1525 664041
StandB90 ride on toys GrandHall-Olympia-London
TOY FAIR 2022
TRENDS UK
Trends UK has an exciting line-up of launches on show at Toy Fair 2022 including the much-anticipated Numberblocks Number Fun & Alphablocks Phonic Fun learning toys which will launch in late Spring. These ELAs are packed with interactive activities to develop numeracy and literacy. The Numberblocks and Alphablocks award-winning learning programmes are incredibly popular in schools and at home.
Tel: 01702 208175 www.trendsuk.co.uk Stand H42
8TH WONDER
2021 was a huge year for 8th Wonder with new licenses and partnerships formed with Barbie, Fisher Price, Peppa Pig, Nerf, Little Tikes, Jurassic World, Paddington, Minions and LOL Surprise! whilst also strengthening its key brand portfolio such as Paw Patrol, Hey Duggee, Bing and In the Night Garden. The team will showcase a further range and brand expansion in 2022.
Tel: 01942 829811 www.8thwonder.co.uk Stand N11
FIESTA CRAFTS GALT TOYS
For 2022 Galt Toys is launching many new products to inspire learning through play. Its Giant Floor Puzzles now include a space theme, which also contains a solar system frieze. The First Years range is growing to include the Fill & Spill Fruit Basket, Post and Play Barn and Shape Sorter Train, designed to encourage imaginative play, hand-eye coordination and manual dexterity in children aged nine to twelve months and upwards.
Tel: 0161 4289111 www.jamesgalt.com Stand E9
Fiesta Crafts adds to its popular Card Craft collection with Make a Vintage Car Card Craft, that lets children build their own car using connecting card pieces. The large-scale card car creation makes an ideal accessory for role play, as children makebelieve driving their very own vehicle. The 3D Card Mask range sees a fun Pirate Mask added and the large card full head masks are great for preschool aged children.
Tel: 0208 8040563 www.fiestacrafts.co.uk Stand G25
BRAINSTORM
New from Brainstorm Toys is My Very Own Cloud, a unique 3-in-1 nightlight that’s shaped like a cloud and My Bedroom Story Torch and Projector which features six stories. Pop the discs into the torch and it projects large story images onto bedroom walls as they tell the story.
Tel: 01200 445113 www.brainstormltd.co.uk Stand E79
