2024
70 years of Toy Fair come and join the party! London Toy Fair celebrates its 70th anniversary this year, proudly staking its claim as the biggest and most beloved toy trade show in the UK. Toy World takes a look at what’s happening at the 2024 event before catching up with the BTHA’s Roland Earl to find out what makes the show so special.
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he toy trade is once more gearing up for Toy Fair 2024, which opens its doors from Tuesday 23rd to Thursday 25th January at Olympia London. This year’s show is a very special one, marking the 70th anniversary of Toy Fair. To celebrate the occasion in its own way, Toy World has put together features in which we asked exhibitors and visitors to share their fondest and funniest memories of the show from across the decades. Some were too risqué to print, but those that did make it into this issue reflect what makes Toy Fair such an incredible show: its atmosphere of fun and friendship, the way it gathers the very best of the toy trade under one roof, and the superb networking opportunities it offers. As is traditional, the first day of Toy Fair is Press Day, which sees the doors thrown open to TV, radio, newspapers, news channels and consumer press. Numerous exhibitors will get the chance to showcase their toys to media outlets while, the important back-toback meetings we’ve all got in our diaries get underway.
Press Day will also be bookended with awards: The Toy Fair Hero Toys of 2024 will be revealed in the morning, while in the evening there will be a ceremony to announce the winners of the prestigious Toy Retailer of the Year and Toy of the Year Awards. In addition, during the day, the Best Stand Awards will also be handed out to those whose designs have really stood out. For many, Toy Fair marks the start of a busy yearly trade show calendar filled with multiple events, while for others, it might be the only show they’re appearing at. This year sees Tomy, Spin Master and HTI return to the event after a brief absence, while first timers include Slime Party UK, Konami, Skillmatics and Click Europe (all of whom are featured in this issue). Indeed, there was so much demand for a space on the show floor this year that the footprint of Toy Fair has been expanded to allow even more companies to exhibit their toys and games: over 200, this year. Around the show, there’ll be the usual smorgasbord of things to see and do, from toys and games to see and
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play to the popular character parades and numerous photo opportunities for those wanting to capture their experience on camera. Big Sky Games, which this year showcases on its own stand for the first time as well as Asmodee’s, is truly going big with a raft of celebrity appearances on Tuesday 23rd: Stephen Mulhern will be making light of the situation by levitating visitors, LBC’s James O’Brien will be promoting the new Mystery Hour Board Game, and representatives from Love Island and TalkSport will also be in attendance. Readers can find out more on p. 366. Of course, the recently expanded Toy World team will also be out in force this year. You can try and find us on Stand B23, but it’s far more likely you’ll find us dashing through the aisles, heading to our next meeting. If you haven’t yet set up an appointment with one of the team, please do drop us a line – slots are filling fast. We look forward to seeing you all there. In the meantime, here’s Roland Earl to tell us even more about London Toy Fair 2024.
