Special Feature - Toy Fair

Going for gold

Earlier this year, the British Toy & Hobby Association, the organiser of Toy Fair, announced a rebrand of its popular Greenhouse area, which has long been a welcoming home for start-ups, first time exhibitors and smaller toy companies. Now called the Gold Zone, we caught up with Majen Immink, head of Toy Fair, to find out what the area offers exhibitors and how else the BTHA is supporting smaller, newer companies.

What’s behind the rebrand from Greenhouse to Gold Zone?

As we celebrate the 20th anniversary of the area once called the Greenhouse, we are excited to announce its rebranding to the Gold Zone.

Originally, the term Greenhouse was chosen to symbolise companies that were new or relatively ‘green' to the sector. The zone was set up to highlight and help nurture the smaller fledgling companies looking to plant their roots in the industry. A great deal of networking and sharing of knowledge has taken place over the years amongst like-minded individuals with common goals. In recognition of the progression many of these companies have made over the years, and the wealth of innovation in the industry, the Gold Zone now better reflects the talent our industry offers, highlighting a treasure trove of new and unknown gems waiting to be discovered. The rebranding also underscores our commitment to showcasing the bright, innovative future of the toy industry by creating a platform for new and smaller companies looking to make their mark on the industry, from which they can present a range of new products to the full spectrum of retailers and the wider toy industry.

How else is the BTHA supporting firsttime exhibitors and start-ups choosing to exhibit in the Gold Zone?

The BTHA is committed to supporting all exhibitors equally, including first-time exhibitors and start-ups, many of whom can be found in the Gold Zone. As we approach the 20th anniversary of what began as the Greenhouse, our dedication to facilitating the breakthrough of new, smaller companies into the toy market has never been stronger.

Among the exhibitors joining the Gold Zone in 2025 will be Buddy and Barney, Igloo Books, Little Pledgers, Logic Link, Robert Frederick and Strong Point Games, to name a few.

The BTHA continues to provide these companies with cost-effective stand packages specific to this area, which help them to showcase their products. Additionally, the team is always on hand to offer as much assistance as is needed for those that are brand-new to the event and may need a little more support.

In celebration of the 20th anniversary of the zone, the BTHA will also be adding a third Best Stand Award, picked exclusively from the Gold Zone, and will also be awarding a special Hero Toy accolade to one of the companies exhibiting in this area. This support is part of our broader mission to nurture talent and foster diversity, creativity and growth within the toy industry.

Why should Toy Fair attendees be sure to visit the Gold Zone as well as all the other exhibitors at Toy Fair?

The Gold Zone represents a hub of creativity and innovation within Toy Fair. Visitors are encouraged to explore this area not only to support new and emerging brands, but also to uncover unique products and ideas that may not be seen elsewhere on the show floor. From companies like Cyan Creative, CwaZyLeigh CreaTions and Edurino, to 82by82, Big Eyes Entertainment, Shrimp, Pop-Up Games and more, there are plenty of hidden gems waiting to be discovered.

Standing as a testament to the dynamic evolution of the toy industry in the UK, the Gold Zone showcases products that may well trigger the next trend or playground craze. Over the past two decades, we've been proud to help support and facilitate the growth and success of many businesses that have progressed and expanded their presence in the hall. For visitors in search of the next big thing, the Gold Zone is an essential destination that could provide a glimpse into the future of the industry.

What advice do you have for first time exhibitors on making the most of their Toy Fair debut?

Whether you’re a Toy Fair newcomer or a returnee, we always recommend thorough preparation to help maximise return on your investment. Start by scheduling meetings in advance to ensure you engage with your target retailers — do not rely solely on passing traffic, as many buyers will have back-to-back meetings with very little time in between.

Secondly, make your stand as engaging as possible by thinking about the design and layout. Interactive displays and live demonstrations can help tell the story of your product and attract inquisitive visitors to your stand. The objective is to make a memorable impression, facilitating conversations that could evolve into meaningful business opportunities. Following up on conversations swiftly post-show is essential to cement and progress potential new relationships. Finally, wear comfortable shoes as you will be on your feet all day!

A number of successful toy companies started off in the Greenhouse, as it was previously known. Are you proud of what this area of the show offers and its legacy to date?

It’s fantastic to have seen the many success stories that have stemmed from this area and to reflect on the inception and journey of companies who started out in the Greenhouse. Examples include Micro Scooters, Bananagrams and Coiledspring Games, plus many more.