Event Focus

Inset: Licensed preschool brands will once again have a key presence on the showfloor. Far right: The BTHA welcomed just under 70 new exhibitors to Toy Fair 2022, with many of those returning to exhibit again in 2023. Below: Rebecca Deeming, communications and events manager, BTHA.

The UK toy business will be heading back to London’s Olympia from 24-26 January, 2023 and, with all exhibition space sold out back in September, the scene is set for another bumper showcase. PPS finds out more from the BTHA.

COME TO THE FAIR

January 2022 saw Toy Fair reunite the UK toy industry under one roof once more, following the hiatus caused by the pandemic – and it was a triumphant return. The vibe and energy at the show created a terrific atmosphere, while just under 70 new exhibitors made their debut at the event. 2023 is shaping up to be another cracker of a show, too, with Rebecca Deeming, communications and events manager at the BTHA, telling PPS: “We are so excited for Toy Fair 2023 and to welcome back lots of familiar faces including PAPO, Melissa & Doug and Ty, as well as some new and exciting exhibiting companies such as iDance UK, Science4you and Abysse Corp.

“The show sold out of all exhibiting space across both the Grand and National Halls and Galleries in September, and we now have an extensive waiting list with companies still being added to the list. We are really looking forward to what should be another busy and bustling show.” In terms of preschool, a broad range of exhibitors will be showcasing products including Golden Bear Toys, Juratoys, Moose Toys, Keel Toys, Mood Bears, Casdon and Rainbow Designs among others. Rebecca continues: “Visitors definitely need to make sure they pay a visit to the Greenhouse Area for new and innovative products from smaller and start-up companies, like Happy Little Doers, who will be showcasing a variety of games and activities for preschool children.”

Rebecca admits that the preschool sector is “incredibly important” to Toy Fair, saying: “Toys are the tools of play and are a crucial part of a child’s early development and learning. Our Make Time 2 Play campaign emphasises the significance of fun and games in shaping a child’s imagination, selfesteem and sense of the world around them, and this is especially true of the preschool realm.”

Among the trends to watch is a continued upward trajectory in licensed preschool toys on the showfloor, including Hey Duggee, Bluey and Peppa Pig. Rebecca continues: “The popularity of all the classic licensed brands is still going strong and there will be plenty of licensed preschool toys being showcased at Toy Fair in January.”

When it comes to ultimate aims for Toy Fair 2023, Rebecca concludes by saying: “The main aim of Toy Fair 2023 is to ensure all of the exhibiting companies and visitors have the most successful show possible to set them up for the year of business ahead. Toy Fair is situated in a key period of the calendar year for the toy industry, so it is so important for us as organisers that we provide the best platform possible for all involved to build on current relationships and to make new connections.”

NEW EDITIONS

“We're delighted to have some exciting new additions to Toy Fair 2023, including the return of Toy Fair TV and the Demo Zone,” says Rebecca. “Our favourite presenters Gavin Inskip and Anna Williamson are back to host and we can’t wait to see what fun they get up to testing out new products and chatting to exhibiting companies in attendance. The dedicated Influencer Day is also returning to the show next year, taking place on Thursday 26 January, and our exhibiting companies have lots of exciting activations planned to entertain our influencer friends.”