Feature
Spring Fair 2024 preview
The magic of discovery at
Spring Fair
Spring Fair returns to the NEC Birmingham from 4th – 7th February 2024, bringing together a raft of product categories including toys, games and gifting, under one roof. Soraya Gadelrab, event director, tells Toy World what visitors can expect from the 4-day show, why sustainability continues to be a key focus and how upgrades to the show’s content will provide visitors with an even better experience.
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The interest from toy exhibitors has been great, a real eclectic mix of companies looking to meet buyers,” says Soraya, when asked how the Kids, Toys & Play sector is shaping up for 2024 compared to previous years. “Toys are very much a focus at Spring Fair. Home to the finest, most magical children’s toys, gifts and gadgets, buyers can tap into the hottest play trends and captivating Christmas hits in the Kids, Toys & Play sector. They can check out Keel Toys, Wild Republic, Hippychick, Gibsons, Wilton Bradley, Plus Plus, and many more.” A number of brand-new exhibitors are also making the trip to Birmingham, according to Soraya, with brands making their Spring Fair debut to include The Gift Scholars, Make Believe Ideas, Floss and Rock, BTL Diffusion with CloudB, Baby to Love, Big Little Friends, I
See Me, Cryptic Killers, Reydon Sports and Tiny Tickers. With the Licensed category a real bright spot in the UK toy market - one of few categories that experienced growth in a challenging 2023 - buyers attending Spring Fair will also be able to view the latest toys based upon hot properties including Paddington and Peppa Pig, which will be brought to life at the show by exhibitors including Ty UK. The Noble Collection will be showcasing its new range of Minecraft products, such as collectible replicas and chess sets, while a range of Disney, Marvel and Universal soft toys, inflatables, games, novelties and stationery will be presented by Whitehouse Leisure. Indeed, consumer product lines based on many of the best-known kids’ properties can be discovered across the show in multiple sectors: music to the ears of retailers looking to boost their licensed sections with complementary product. Spring Fair has partnered with Hasbro to celebrate Peppa Pig's 20th anniversary. Visitors are invited to join Peppa's Party (located at Peppa's Playground in the Kids, Toys & Play sector in Hall 5) on Monday 5th and Tuesday 6th February at 4:30pm for drinks, cake and the unveiling of the character’s new dress. Soraya also urges visitors not to miss Kids First, a dedicated space that champions newly launched brands. She explains: “This year, buyers will discover Reuben Doll, Just Right Products and Walkies the Board Game. At Spring Fair, we love to support new, up and coming businesses and creators as they are always a great source of innovative and unique products. Kids First, as well as all the other First features across other sectors, provides a really lovely community space for these
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newcomers: many make friends for life during the fourday show.” In November 2023, Hyve Group announced upgrades to Spring Fair’s retail content which Soraya said at the time will “undoubtedly elevate your show experience.” She tells Toy World’s the announcement has created what she describes as a ‘real buzz of anticipation’ for the show, as attendees get ready to be inspired, informed and empowered at The Inspiring Retail Stage, Trend Talks and Masterclass Studio. Soraya explains that the Inspiring Retail Stage will host industry icons and fashion pioneers as they share their experiences, stories and advocacy. The stage will act as a hub for thought-provoking keynotes, progressive discussions and the popular, crowd-drawing Moda catwalks. This year’s keynote speakers are Dame Zandra Rhodes, Theo Paphitis, Kris Hamer of the British Retail Consortium and ESG pioneer Paul Wright. “Trend Talks, in partnership with The Future Collective, will be the go-to stage for discovering the latest retail trends and product innovations from future forecasters and creators,” Soraya adds. “Here you’ll be able to discover insights from likes of Kantar, HappyHQ, and brand experience consultancy The Ready House. Trend Talks also hosts our new Pitch Live Dragon’s Den-style feature – we can’t wait to see our brilliant exhibitors take to the stage to present their best new products.” Debuting at this month’s show is the new Masterclass Studio located in Hall 3, created to share the tools that will help retailers grow their business, with leading agencies and consultants presenting their expertise on an invaluable array of topics. TikTok Shop, B-Corp, Google,
