Feature - Spring Fair 2025 preview

Spring Fair gets ready to party

Set to run from 2nd to 5th February, Spring Fair is returning to the NEC Birmingham for the 75th year with a range of product categories including some of the latest toys and games. Soraya Gadelrab, Event director, tells Toy World what visitors can expect from the 4-day show and how opportunities such as the brand-new Licensing Lab can help retailers prosper in a competitive market.

Spring Fair is as a key date in the retail calendar, providing an opportunity for buyers and retailers in the toy and gifting industries to explore the latest trends and products that could help enhance their offerings for the months ahead. As it approaches its 75th year, Spring Fair 2025 has accomplished a 90% sell-out, with over 1,200 exhibitors ready to showcase their new and existing collections.

“This year is looking really positive,” Event director, Soraya Gadelrab, tells Toy World. “We’re anticipating a jam-packed show, with thousands of buyers having preregistered.”

When asked about what has made the show such a long-term success, Soraya explains: “It acts as a barometer for the toy and gifting industries, and a reflection of the

market. Spring Fair is a go-to location to spot trends, to see what’s coming next from the well-known heritage brands and to witness the innovations and newness from firsttime exhibitors.”

Kids, Toys and Play is one of the areas of focus at the event, with Hall 5 featuring the latest items from categories including brain-teasing puzzles and games, handcrafted toys, high-tech gadgets, plush and educational toys.

Among the many suppliers exhibiting this year are Kandy Toys, Keel Toys, Ty, HTI Toys, Wilton Bradley, Whitehouse Leisure (Posh Paws), Brainstorm, Rainbow Designs, Ravensburger, The Puppet Company, Plus-Plus and The Noble Collection. Clementoni and Commotion are both making their first appearance and giving visitors a sneak peek at their respective portfolios.

Keel Toys will be showcasing its wide range of plush, with particular emphasis on its sustainable Keeleco collection featuring 100% recycled materials. Visitors to Spring Fair will be able to pre-order over 100 brandnew additions, which include expanded Christmas and Halloween collections. The company will also unveil a brand-new collection of bag charms featuring various animal themes that visitors will be able to experience first-hand at the show, alongside the release of the brand-new Flower Bobballs and the Puppy Love collection of standing and sitting pups.

Brainstorm will also be present with its brand-new Greepz range of horror-themed collectible plush, inspired by the viral Creepypasta trend and aimed at teens and older consumers. Also joining its portfolio is Greeplingz – a smaller version of the Greepz characters. Each packaged plush character features a changing lenticular face and collector card which gives their creepy back story and links to Creepypasta.

Licensing has been an essential part of Spring Fair throughout its history and continues to be a key feature of the show. Buyers attending this year's event will have the opportunity to explore the latest toys featuring both popular current licences and beloved classics, including Disney (Frozen, Marvel and Star Wars), Harry Potter, Pokémon, Barbie, the Marvel Cinematic Universe (Avengers and Spider-Man), DC Comics (Batman and Wonder Woman), Peppa Pig, Paddington, Bluey and Minecraft, which will all be brought to life by a range of suppliers.

Rainbow Designs will showcase a host of licensed lines, including the brand-new Bing range of plush and play sets featuring popular characters from the beloved pre-school show, which is set to launch in Q3. This summer, the company will also welcome a brand-new range of large, cuddly cushions, collectible plush and plush keychains featuring an array of the classic and cross-generational Mr Men Little Miss characters. These new licensed ranges will sit alongside the existing Peter Rabbit, Disney’s Winnie the Pooh, Lion King, Paddington and Harry Potter Wizarding World collections that have proven popular amongst giftgivers and nostalgic parents wishing to introduce classic characters from their childhoods to their children.

Ravensburger will also be at the show to present its latest ranges, including children’s puzzles that bring together the best in licensed offerings in both 2D and 3D. The company’s Hylkies range has expanded with the addition of new Star Wars and Marvel Universe characters, as well as the launch of six Harry Potter-licensed characters. Additionally, its game offering will be boosted with the launch of the Level 8 rummy-style game range encompassing three editions at launch – including Disney Stitch and Super Mario Bros. items – while its hit board game Disney Eye Found It! has been translated into an easy-to-take-along card game format.

The event will also offer numerous opportunities for retailers to gain valuable insights into licensing trends and marketing strategies that can help improve their businesses. As Soraya tells Toy World, this year, Spring Fair is set to launch the Licensing Lab in partnership with Fabacus and Licensing International, which will serve as an industry hub, promoting knowledge sharing, business expansion and networking. This new initiative will also offer a dedicated platform for licensors and licensees to present the latest brands, trends and innovations within the licensing industry.

“Beyond showcasing the latest advances in the toy and gifting industries, we are also offering hours of free advice, inspiration and insights across three stages,” says Soraya. Educational sessions aim to enhance knowledge sharing, including workshops, panels and seminars led by industry experts covering licensing trends, legal aspects, marketing strategies and success stories. This year’s event will also feature interactive displays which will include demonstrations, product samples and live product demos.

In addition to the sessions at the Licensing Lab, visitors can bring themselves up to date with the current most pressing challenges in retail through panel discussions and practical workshops at the Masterclass Studio, which aims to provide retailers with the tools and confidence they need to tackle their next business steps. With sessions tailored to real-world issues that retailers are facing this year, these have been designed to help them gain practical skills, participate in Q&As and have the chance for one-toone guidance with experts after each talk.

The Inspiring Retail Stage will allow visitors to step into the future of retail with daily catwalk shows, high-profile keynote speakers and trend talks designed to spark new ideas and strategic thinking. This stage will be useful for visionary insights, whether hearing from industry leaders or catching up on the latest trends; each session is crafted to inspire ambitious thinking and equip business owners with actionable insights to scale and future-proof their businesses.

Also making a return is the ever-popular Gift Of The Year Showcase featuring the best new products across the gift industry each year. Additionally, the event organiser will be hosting a Gift Of The Year Pavilion – a launchpad for The Giftware Association members who haven’t previously exhibited at the show – to offer an opportunity for new giftware brands to present their products.

Adding to new and exciting updates, Spring Fair and Faire have announced a continuation of their successful partnership from 2024 and will provide up to 20,000 independent retailers with access to hundreds of brands both in-person and online. Retailers seizing this opportunity will now benefit from a year-long collaboration that allows them to source products, discover new brands and manage orders throughout the year, rather than only during the physical trade show. Other perks include a 50% discount on first orders (up to £100) for new Faire users, more visibility and advice on how to maximise the benefits of this hybrid wholesale model.

There will be activities and special features for visitors to enjoy in celebration of the 75th-anniversary milestone, including happy hours, the Spring Fair at Night, giant birthday cards and a pleasant anniversary fragrance that will make the decorated halls smell as good as they look. “It’s going to be a big party in celebration of the last 75 years, as well as the people and businesses that have been part of the show for so long,” says Soraya. “This occasion also gives us a chance to reflect on what retail means today and how we can move forward as we look ahead to the next 75 years.”

The organisation has collaborated closely with partners including the Giftware Association, the Greeting Card Association, Gift Of The Year and many others to ensure that this year’s event is one to remember. Soraya adds: “The team has worked tirelessly over the last year to respond to feedback from the last show and to create a truly unforgettable Spring Fair; we really can’t wait to see it all come to fruition this month.”

For more information and to register for free attendance, please visit www.springfair.com. Meanwhile, in the following pages of editorial, readers will be able to discover further details on some of the product ranges mentioned in this article and find a selection of toys and games from other suppliers that are also heading to Birmingham this year.