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.

“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 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, Avocado Social and The Buyer and Retail Coach are among the expert names presenting their knowledge on subjects including digital marketing, social media, radical retail technology, conscious consumerism and more. Soraya says: “With these three new feature stages, we are confident that our event will elevate the retail industry to great heights.”

The popular New Product Showcase returns, presenting a curated edit championing new products launching at the show, and as well as hosting the live judging for Gift Of The Year. Buyers will also be able to immerse themselves in an art gallery style display of all the shortlisted products in Hall 5, as well as an education and information space including a historic photo timeline of Spring Fair’s partnership with the Giftware Association and Gift Of The Year. “We’re excited to have the opportunity to bring the retail community together, to let the products be the stars while also shining a light on the people behind them to find out what inspired them to create their designs,” adds Soraya.

Sustainability also continues to take the stage at Spring Fair. Launched in 2018, the Power of One campaign empowers retailers and consumers to take actionable steps, large or small, to change the world. From products to people, this campaign focuses on championing sustainability in all areas of the industry. Hyve Group has made it easy for everyone to contribute to the Power of One at Spring Fair 2024, through a few simple onsite initiatives. Firstly, attendees are encouraged to recycle their badges: the badge holders are made of paper and at all entrances, visitors will find recycling bins where they can be recycled. Water stations located around the show will allow visitors to top up their reusable water bottles on the go, reducing the amount of plastic bought. Finally, sustainably made and eco-conscious products will be championed throughout Spring Fair: the Pitch Live competitions, New Product Showcase and Gift of the Year will all reward, recognise and highlight exhibitors that are conscious about the impact their products make on the world. (For more on the latest eco-friendly and sustainable toys and games, don’t miss our dedicated feature starting on p. 44.)

The show’s retail content has also gone green, with Spring Fair 2024 bringing visitors masterclasses dedicated to enhancing suppliers and retailers’ understanding of the topic. Sessions include eco-creative solutions for consumers from Products of Change and a step-by-step session on navigating the path to B-Corp certification. “If you’re wondering what sustainability in retail means, the Trend Talks stage is the ultimate place to discover the latest insights and trends,” enthuses Soraya. “Trend Talks covers topics such as discovering the many opportunities and benefits of local credentials, creating a positive workplace culture, understanding B-Corp and sustainable trends. If you want to get the latest know-how on green retailing, don’t miss Trend Talks.” She adds: “Hyve's 2024 ESG manifesto is all about taking the learnings from all our trials and rolling out green standards to all events. From improved transport emissions to accurately measuring our footprint, all Hyve events are prioritising sustainability.”

We asked Soraya what, in her opinion, makes Spring Fair an unmissable part of any retail buyer’s calendar. She tells us that the whole show offers a huge variety of products with unlimited cross-buying opportunities, noting that from big brands through to artisan makers, the diversity at Spring Fair is unmatched. She says: “From gifts and greetings cards, to socks and stationery - as well as an enormous array of licensed products - Spring Fair is a launchpad for brand-new collections offering endless opportunities for sourcing the newest, most innovative products and retail’s next best-sellers for 2024 and beyond.”

To help buyers with their onsite journey and show experience, Buyer Concierge Information Points will be located near hall entrances throughout the show, highlighting the new experiences taking place including the Inspiring Retail Stage, the Masterclass Studio, Trend Talks and Pitch Live, New Product Showcase, the Gift Of The Year finalists showcase, the #SBS Village, the GCA Debut Pavilion, plus the debut First areas for exciting new exhibitor launches in Gift, Kids, Home and Moda.

“The show has brought the industry together for over 70 years and it looks set to continue to be an inspirational, product-led experience, with the 2024 show dedicated to the magic of discovery,” Soraya says. “An efficient show layout designed around buyer’s needs will mean less time spent finding suppliers and products and more time experiencing them.” She goes on to explain how learnings from recent Spring and Autumn Fairs have been put to use to further improve the overall show experience and offering, with lots of new activations, inspiration, support and experiences promising to further enhance the show. “We are focusing heavily on delivering an even better visitor experience,” Soraya tells us. “From more seating and working areas, free refreshments and parking to inspirational new trend-led showcases and curated displays, the whole event is designed to inspire and assist the buying journey. We can’t wait to open the doors to Spring Fair 2024. See you there.”

For more information and to register to attend for free, visit www.springfair.com, and while you wait for the show to open its doors, check out the following pages, in which we highlight a selection of toys and games suppliers heading to Birmingham this year.