5 minute read
Feature - Autumn Fair
Autumn’s faring well
Autumn Fair returns on the 1st to 4th September at NEC Birmingham. Event director, Soraya Gadelrab, tells Toy World what’s new at the fair this year, as toy exhibitor stands are mixed back in with gift exhibitors for the first time in many years.
As one of the key events ahead of retail’s peak season, Autum Fair gives over 12,000 visitors the opportunity to place orders with over 800 exhibitors. Buyers can not only discover the latest in the Kids, Toys and Play sector, newly housed within the wider Gift destination, but also explore other categories such as gifts and stationery, with which they can potentially supplement their toy offering.
This year, the decision has been made for Autumn Fair Toy exhibitor stands to be mixed in with Gift exhibitors. This was a result of feedback from both exhibitors and buyers from previous Spring and Autumn Fairs. “Over that last few years, especially post-pandemic, we have seen significant changes in the industry that have shaped the high street and the way that consumers and buyers shop,” says Soraya Gadelrab, event director of both Spring and Autumn Fair. “The feedback that we’ve received has told us that product ranges are having to be more diverse to reach a wider range of customers.
“The exhibitors are our customers, and without them there is no show,” continues Soraya. “Exhibitor feedback is important so that we can continue to improve the ROI of the show for those customers.” Autumn Fair welcomes feedback, as its goal is to continually evolve the fair in order to maintain its position as a leading retail event in the UK.”
There was certainly no shortage of exhibitor feedback at the 2023 event, which saw a large group of exhibitors gather to protest on the last day of the show. Chief among the grievances was the concern over declining visitor numbers, and a feeling that the show needed to be freshened up. The integration of toy exhibitors within the general gift aisles is one tangible change which toy companies will be happy with.
“Toy exhibitors are seeing Gift buyers sourcing more children’s products than ever before. Our re-edit to integrate children’s gifts and toys into the Gift section at Autumn Fair makes sense to keep our events relevant and drive a better ROI for our customers,” says Soraya, who adds that these changes have been welcomed within the industry. “We are attracting more new and lapsed customers, and we can offer fantastic locations amongst Gift brands at the show.”
The move is intended to increase the amount of footfall to Toy stands. Toy exhibitors in the heart of the Gift section are now situated in Autumn Fair’s largest sector for attracting buyers to the show. “Exhibitors will see a far wider range of cross over buyers, especially from independents looking to source brand new children’s lines for their stores, as well as their next best-sellers,” explains Soraya. “Over half of the buyers attending Autumn Fair are Gift buyers, so the re-edit makes sense to give exhibitors the ideal opportunity to meet new retailers.”
Approximately 70% of Autumn Fair’s Toy exhibitors this year are repeat exhibitors, including Cheatwell Games, University Games and Winning Moves UK. According to Soraya, they keep returning to the show because of the unique opportunities Autumn Fair provides. “Our existing customers already see a good number of crossover Gift buyers, and we are attracting more and more new and lapsed customers back to the show, thanks to our re-edit and rich line up.”
As registration went live for the show at the end of May, it was announced that the 2024 show will see a renewed focus on new and original products, local Best of British suppliers and products, and sustainable suppliers. “Newness is a theme that runs through every one of our shows,” says Soraya. “New product and suppliers are what buyers are always looking for. They want to see the best of what is available and are always looking for something different and unique. Newness keeps the shows fresh, exciting and relevant.” Best of British and sustainability are key selling points, as sustainability and locally made/designed products have become important purchase drivers for consumers, making them attractive to retailers as well.
This year, Autum Fair will be collaborating with online marketplace, Faire, to help hundreds of exhibiting brands take on orders from retailers attending the show. Retailers at Autumn Fair will gain access to Faire’s platform and extensive global network of brands and will be featured in a special collection on the website. This will help retailers to discover thousands of unique products and take advantage of the 50% discount for new retailers on their first order, making for easy shopping at the show and beyond.
First time visitors who want to make the most of their time at Autumn Fair can register now to attend on the show’s website, www.autumnfair.com. The show is free to attend, and it only takes a few moments to register. Once signed up, visitors will be updated on show news and will also be able to access the Autumn Fair exhibitor lists to begin planning a successful trip this September. Over the following pages, we curate a selection of the new products which toy exhibitors will be highlighting at the show.
