Toy Fair 2024 - 70th Anniversary

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.

The 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 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.

Roland Earl, director general of the British Toy & Hobby Association (BTHA), shares valuable insights into the upcoming Toy Fair 2024, providing exclusive information about the show's preparations, special celebrations and tips for attendees.

At this point in time, how is the show shaping up – we know exhibitor space is sold out, but what about visitor registrations?

We are thrilled that exhibitor space for Toy Fair 2024 sold out, serving as a testament to the industry's confidence in the show. As for visitor registrations, the registration window opened in October, and we have been pleased to see registrations come in thick and fast. We welcome the whole wider toy industry to the show, from buyers, retailers and licensors to journalists, inventors and influencers. Our exhibitors value seeing high quality visitors and each year we’re fortunate to welcome back familiar faces who attend year after year (as well as equally valued new ones, of course).

Is the improvement work at Olympia ongoing, and if so, will it cause any disruption to this year's show?

Indeed, the improvement work at Olympia is still underway and is expected to be completed by autumn 2025. However, I want to assure you that we are working closely with the venue to ensure minimal disruption during Toy Fair 2024. We want to ensure a seamless experience for both exhibitors and visitors. Once the construction is complete, it will be an even more impressive site.

2024 marks the London Toy Fair's 70th anniversary. What does this mean to the team behind the event and how will you be celebrating the special occasion?

The 70th anniversary is a great achievement for the show and for our team. We’re taking this opportunity to celebrate the show's rich history and its impact on the toy industry over seven decades. In the weeks leading up to Toy Fair 2024, we invite both visitors and exhibitors to check out our Toy Fair social media channels, where we’ll be posting special memories shared by industry insiders and showcasing the remarkable moments that have shaped the event throughout its 70-year journey.

The 70th anniversary is a great achievement for the show and for our team. We’re taking this opportunity to celebrate the show's rich history and its impact on the toy industry over seven decades. In the weeks leading up to Toy Fair 2024, we invite both visitors and exhibitors to check out our Toy Fair social media channels, where we’ll be posting special memories shared by industry insiders and showcasing the remarkable moments that have shaped the event throughout its 70-year journey.

We will have interviews with industry stalwarts giving attendees a glimpse into the past, present and future of Toy Fair. Additionally, we're incorporating elements that pay homage to the nostalgia of the show, creating a memorable experience for all.

Why do you think London Toy Fair is still such a beloved show after all these years?

There’s only one word for it: community. Unwavering support from exhibitors and attendees has turned Toy Fair into the cherished event it is today. It brings together industry professionals from all over, creating a vibrant and exciting atmosphere. The show acts as a crucial platform for face-to-face meetings, fostering collaborations and showcasing the importance of the toy industry under one roof. It's an event that truly unites this vibrant and brilliant industry and leaves everyone with a sense of excitement and camaraderie.

We've been busy asking exhibitors to share their funniest or fondest memories throughout the years, and we've had some hilarious stories back... but what are yours?

There have been so many memories and certainly too many to choose from - though one occurrence which has stayed with me was during Toy Fair a few years back. We had an exhibitor turn up at our old office building at Camberwell Road looking for the Toy Fair. They hadn’t read any of the paperwork! Sadly, it was the one time we weren’t in Camberwell. There are many more stories to share, but those are perhaps better told over a meal…

What can visitors look forward to this year in terms of character visits, awards or anything else that is a bit more special that might be taking place?

We have some exciting elements planned for Toy Fair 2024. On the first evening, in collaboration with the Toy Retailers Association, we will be hosting the renowned Toy Industry Awards, honouring innovation and excellence within our industry. Visitors can also expect character visits, with our popular photocall and parade commencing on Tuesday. For our digitalsavvy attendees, Influencer Day will take place on the final day, providing exhibitors a unique opportunity to engage with influential voices. Additionally, on day three, we have exclusive offerings for the licensing and inventor communities (by invitation only).

We know the UK toy industry faced a challenging 12 months last year. What role do you think shows like London Toy Fair have to play in mitigating and overcoming these hurdles?

In challenging times, events like the Toy Fair have never been as relevant and are more crucial than ever. The show brings our industry together under one roof, providing much-needed support and fostering collaboration. The fact that exhibitor space is sold out indicates the industry's recognition of the importance of in-person events like Toy Fair. It is a platform that allows us to collectively navigate hurdles, share insights and create a path to a brighter future.

Toy Fair facilitates not only valuable industry connections but also offers a unique opportunity for media and key social media influencers to uncover exciting innovations within our industry. This platform ensures that brands can captivate their attention and maximise exposure to drive awareness for the year ahead.

What top tips do you have for making the most of your time at London Toy Fair 2024?

Whether you're an exhibitor or a visitor, effective planning is key. For visitors, I recommend utilising the floorplan and exhibitor list available in this issue and on the Toy Fair website to schedule your time efficiently. Leave room for unexpected discoveries, such as visiting the Greenhouse in the Grand Hall, where you can explore innovative up-and-coming companies.

Exhibitors would do well to reach out to retailers and buyers proactively in advance to arrange meetings and make sure to create an eye-catching stand that attracts visitors. We know exhibitors know this already and do so every year, of course. With proper planning, Toy Fair 2024 will be an optimal opportunity to network, showcase your products and forge new partnerships.

Finally, is there anything else you'd like our readers to be aware of regarding the show?

We want to express our gratitude to everyone who has attended, exhibited and supported Toy Fair throughout its incredible 70-year history. It is the industry’s showcase, and the efforts of all participants make it a joy to be a part of. We couldn't have reached this milestone without your contributions, and we're excited to continue to support the industry together.

Thanks to all the team at BTHA, our Toy Fair Committee and our contractors, as well as the loyal and special venue team and suppliers, without whom the event could not happen and would not evolve as it has.

We look forward to welcoming visitors and exhibitors to Toy Fair 2024 and joining us in what is to be another exciting event that celebrates the toy, game and hobby industry in all its creativity and innovation.