37 minute read
Touching Base - 70 year reflection
Remember the time… touchingbase
Although not many of our readers will have attended all 70 years of Toy Fair, the event has provided a host of wonderful experiences and memories for attendees in all capacities over the years, which we share here.
John Baulch - Publisher, Alakat Publishing (Toy World)
I attended my first Toy Fair in January 1981, six months after I had started work on Toy Trader magazine. I have never missed a single day of any London Toy Fair held since then. The show was held at Earls Court – I had missed the previous Brighton / NEC eras. It was a very different show in those days – for starters, it was five days long, which allowed a lot more time for what we now refer to as ‘networking’ (i.e. drinking). I was young, fresh out of school and had a lot to learn about trade show etiquette. On the first morning, my boss, a grizzled Irishman by the name of Pat Sinnott, asked me to get him a drink. I replied perkily: “Sure Pat, tea or coffee?” “He rolled his eyes. “Don’t be daft young Shaun, I’ll have a pint of bitter.” It was 9.30 in the morning. Welcome to Toy Fair, 1981-style.
The early 90s were something of a golden era for me in terms of milestone moments in my personal life, many of which actually took place during Toy Fair. In 1991, I went on my very first date with the assistant toy buyer from Makro, a certain Ms Anita Watson. We had to make sure someone invited her boss Colin Fox out for dinner, so we could go our own way (thanks Waddingtons). The following January (1992), Anita and I returned to the same restaurant where we had our first date and got engaged. Two years later, we announced to my colleagues in the bar of the Kensington Hilton that we were expecting our first daughter (who returned the compliment earlier this year and made us grandparents for the first time).
There was another big night out which didn’t happen because of Toy Fair, in the early 1980s. I was in a band and acquainted with a few successful pop stars of the day, some of whom frequented the same nightclubs as me, my band mate and our manager. One said he would meet us one evening, so we could hand over our demo tape, which he agreed to pass on to his record company, and at the same time give us a few pointers on a career in the music business if we were successful. His schedule was quite booked up, leaving him only one night to meet up with us - unfortunately for me, slap bang in the middle of Toy Fair. So I wasn’t able to enjoy the night out with George Michael, who took our demo tape away as promised. We later received a kind reply from the record company saying that while they liked the songs, they were too close to Wham’s for them to be interested in signing us. So it was that a few years of fleeting music stardom never came to pass – and I couldn’t be happier. I would have left the toy business and missed so many amazing memories - and more importantly I would never have met my wife. Thank you, Toy Fair.
Rachael Simpson-Jones - Editor, Toy World magazine
Although we don’t have products to showcase, I’m nonetheless really looking forward to returning to London Toy Fair, sporting a copy of our enormous January issue and catching up with all the clients that continue to make Toy World the UK’s leading toy trade magazine: it’s so nice to be able to see everyone in person and get hands on with the product we’ve all read so much about these past months.
At Toy Fair 2023, the Toy Retailer of the Year awards was held in a slightly different way, with a small selection of media representatives and awards winners gathered upstairs on the gallery following the close of the show for the prize-giving and photos. Afterwards, an even smaller selection of us remained behind to ‘network’ over the copious amount of leftover prosecco (doing our bit to tackle food waste, I say!) until we realised it was getting very late, and we needed to head to our various dinner reservations. Unfortunately, it quickly became apparent that we were stuck within the Grand Hall: all the entrances were shut and locked, and we appeared to be the only souls in the venue. In our slightly merry condition, various plans were hatched – John was preparing to scale the gates, a senior person at one of the buying groups was searching for a bobby pin to attempt some lockpicking, others were squabbling over who nabbed the Elmo-themed bed on the Just Play stand.
Luckily, before any minor criminal activity or acrobatics became necessary, we were discovered by a security guard doing the rounds. He was slightly bemused to find us all still there, but kindly freed us for the night after we explained our predicament – with a reminder to leave on time the following day…
Anita Baulch - Director, Alakat Publishing (Toy World)
I’m always excited for Toy Fair; it’s a happy place, a wonderful mix of re-connecting with friends and colleagues and meeting new contacts. It’s fantastic to meet in person those that I’ve only spoken to via email, and to see first-hand all the products we’ve been writing about (or will be writing about). There’s a buzz in the air and a sense of excitement for the year ahead, which all adds up to make me feel very fortunate to be part of the wonderful toy community.
Many memories make me smile, but this one stands out. Back in the 90s, as a fresh-faced buyer’s assistant, I was taking notes at Toy Fair for my boss, the inimitable Lord Cave. He was negotiating an order for some clearance stock and asked how much for a case. The supplier answered: “A pony, mate!”. Noticing my bemusement as a ‘Northern Lass’, I was instructed: “Oh, just write down a pony”. The pair of them went on to price further lines which I dutifully noted down as “a leopard”, “a baboon”, etc. I think they were having a giraffe…
Of course, my favourite overall memory has to be a first date during Toy Fair ’91 with a guy I took quite a shine to. At Toy Fair the following year, we announced our engagement, and the rest is history. It’s so fantastic that we both still attend every year, but now with our very own company.
Geoff Sheffield - Chief Commercial officer, The Entertainer
London Toy Fair continues to play a pivotal role for UK toy market. As one of the largest markets in Europe, I feel it’s vitally important to have this event. It’s a shame some of the bigger suppliers have withdrawn from the show or choose to have off site rooms to showcase their product. Whilst you can understand the challenges of budgets and intensity of the schedule, as an industry we should all be backing our home show.
This will be my 18th toy fair as either visitor or exhibitor, so I have experienced the event from both sides. In my current role, seeing all the new innovation come together after early views in the run up to Toy Fair is always great. My fondest memory is meeting all the costume characters - and the reaction the pictures get from my friends and family on social media. Things like this make you remember how lucky we are to work in such a wacky, fun industry.
Mark Austin - Sales director, Toy World
I have so many fond memories of London Toy Fair. I recall the first time I attended the show back in 2012, new to the industry with a list of companies as long as my arm to introduce myself to (and play with their toys). My little boy at the time was five months old; as you can imagine, I took so much inspiration and learnt so much about what goes into making a toy.
One of the kindest people I met on my first day at the show, (who I still speak with today) was a gentleman called Peter Seager, launching his new game, Where is Moldova? It was during that conversation that I really understood how much time, effort, money, blood sweat and tears go into the creation of children’s products. I soon realised that the board game companies in the industry were so supportive of one another, always willing to give advice and support to newcomers, which is so refreshing and certainly not the case in other industries.
I have found that there are so many people in the toy trade that are willing to help one another, including the whole team at the BTHA. The UK toy industry is a wonderful community, and the London Toy Fair allows that community to all come together.
Over the years the show has become stronger and stronger. This is the only show that I’ve said needs to go on for four days rather than three! There are just so many incredible launches every year across hundreds of companies – how can I possibly have a go with every product in just three days?!
Lesley Singleton - Playtime PR
I bloomin’ love London Toy Fair! The whole Playtime PR team comes to town armed with a packed diary of media and influencer appointments for each of our clients’ stands – for us, it’s all about ensuring slick management of stand visits from media contacts while keeping the clients free to crack on with the important business of selling toys. But that aside, it’s always a great place to catch up with everyone and reset at the start of a new year – I love the impromptu catchups in the aisles as well as the chance to discover hidden gems.
Once every few years, I’ll have a handful of people texting me or finding me in the walkways or coffee queues to tell me about an amazing toy or game I “really must see”. One of my fondest memories of exactly this was when eleventeen different people all bombarded me about “these two brothers and their brilliant game, you’ll love it!”. It was The Sock Game and there was a real buzz around the show about it. I had a great chat with the brothers, helped them make sense of things as well as making a few key introductions, and have enjoyed seeing the game hit shelves globally in the years since.
Paul Reader - Toymaster
The London Toy Fair is the most important trade show in the UK; if you’re serious about the toy business, there is no better place to understand the sheer scale and the vast selection of suppliers and product. Two days at the show and you will be in a better position to start the planning process for the rest of the year. If you miss it, you’re missing out.
It was back in the early 80s, as a young Beattie’s of London store manager, that I had the pleasure of visiting London Toy Fair for the first time. I really was a kid in a sweet shop; I wanted to play with everything and by the end of the day, I was exhausted, and my head was buzzing. At the follow-up meeting with the buying team, I think I overwhelmed them with my ideas and excitement.
A few years later, I joined the buying team and although my energy and enthusiasm did not wane, I needed to be a lot more focused. I recall being very proud of my first Toy fair appointment itinerary and what a jam-packed diary it was. I expected my buying controller to be impressed. He looked down at my proposed schedule - and it was a five-day show back in those days - and with a little grin, simply said, “Good luck with that.” By midday on the first day, I knew exactly what he meant.
40 years on, I still get a real buzz from the anticipation of seeing new products, meeting new people, finding new suppliers and looking for something different, that gem that nobody else finds.
We should all treat people with the respect they deserve and remember everyone is trying to do their best. Looking back, I wasn’t always that nice. Once, a supplier asked me what I thought of an item. I replied that the product looked good, but whoever chose to put that child on the box? They look like they don’t want to be there! He simply turned around and walked away. Another chap came over and said: “That was his daughter.” Oops… I didn’t do that again.
Another unfortunate trait of mine is that I still want to pick up and try the products. Many a salesperson, brand manager or demonstrator has jumped to attention as I approach to ensure that their £3000 prototype doesn’t fall into my hands.
I would like to recognise the contribution of the BTHA and all the people who make the show what it is. Being there for set up and seeing firsthand just how much work goes into the event is a privilege. I have often looked out over the balcony at around 5pm the day before and thought there is simply no way it will be ready for day one, but it always is.
I haven’t been on the buying side for many years, and now help and ensure the survival of independent toy retailers with Toymaster, which is all about facilitating the relationship between suppliers and retailers. London Toy Fair is a great starting point, and I am going into my 44th London Toy Fair with pure excitement.
Joel Silverman - KidsKnowBest
At Toy Fair 2019, we were still finding our feet as a business, weaving our way through the aisles of innovation. A standout memory unfolded at the Wow! Stuff stand, where the charismatic Richard North beckoned us in. His eyes gleaming, he disclosed a secret room and a tantalising invention shrouded in mystery. The condition for entry? A non-disclosure agreement, adding an air of intrigue.
We were posed with a question, “Are you Harry Potter fans?” Sian’s eyes lit up, confessing her allegiance to the Wizarding World. With eager anticipation, we stepped into the hidden chamber, and there it was, Wow! Stuff & The Wizarding World’s masterpiece: The Harry Potter Invisibility Cloak. A magical illusion unfolded before us, and in that moment, we weren’t industry players; we were wide-eyed children captivated by the wonder of play.
Fast forward to 2024 and we’re itching for more of those moments. As Toy Fair approaches, we’re ready for fresh memories, the latest gadgets and the enchantment that defines this industry. It’s not just about products; it’s about joy, camaraderie and endless possibilities. Here’s to creating more unforgettable moments and finding inspiration in the whimsical world of toys.
Mike O'Shea - Wicked Uncle
Wicked Uncle loves Toy Fair. We go to lots of fairs: Spring Fair, Autumn Fair, Nuremberg, New York Toy Fair and ASTRA. This year we are even thinking about Istanbul – and not entirely for the location, fantastic Turkish food and a sight of the Bosphorus.
But the one we love the most is Toy Fair. It is the real thing, the heart of the UK toy trade, and for everyone from the big brands with their super-secret, can’t possibly let you in here stands, to the guys from down the road at our local (excellent) toy shop. It’s a great place to meet and catch up and get all the information about what is really happening. We get to do deals and see all the suppliers in one place. We aim to cover every stand and especially love to walk the edges of the show. We don’t stop everywhere, some of them just aren’t for us. But we want to find the inventor with the clever idea.
This is where we found things like Hornit – an electronic bicycle bell that can have 25 different sounds from a roaring lion to a motorbike exhaust to a horse’s neigh. We’ve also discovered Unicorn Poo, Stinky Pig and my absolute favourite of all time, Dave the Monkey.
We have had a few embarrassing moments. Launching the Stomp Rocket with a bit too much enthusiasm led to it soaring high over the stands and crashing down spectacularly, luckily too far away for anyone to know who had done it. Then there was the z-bow with the rubber head that hit one of the overhead lights and melted on to it, possibly coming down several hours later.
The best day is always the last day. All the exhibitors have smiled and been nice from early in the morning until late at night and once they start to tuck into the hospitality wine is a good time to strike a deal, or to get given a very large teddy bear. (Who still sits in his own chair in my hall. Or occasionally on the sofa).
Toy Fair is a place to meet friends, do business, find new stuff and most of all reignite that spark that makes running a toy business special. We all wanted to go into a business that is more magical, more fun and brings more happiness than just about any other.
Gary Grant - Founder and executive chairman, The Entertainer
I visited my first Toy Fair in 1982, when it was held at Earl’s Court, and I have attended the vast majority of shows since then. The early 80s was a great time for the show: there were hundreds of suppliers and the choice for retailers was vast. There were also many flamboyant characters in the industry at that time.
Over the years the business has changed dramatically, and in particular we’ve seen consolidation on both sides of the fence – but Toy Fair is still important, and we always send a strong team there. It’s a shame that some of the major players are absent, especially for those independents who don’t have the luxury of conducting previews. I always think that a scaled back presence is better than not being there at all, and I applaud those major suppliers that are returning this year.
On the other side of the coin, if a few of the big players aren’t there, that works in favour of the smaller suppliers, who have a better chance of being seen by retailers. I think it is really important for retailers to walk all the aisles to make sure you haven’t missed anything; you will often find something off the beaten track that can make a difference to your year. I hope toy retailers of all sizes continue to support the Toy Fair – the concentration of buyers in one place ensures that suppliers will continue to invest time and money in the show.
My fondest memories are of the many events over the years. I’ve attended many fantastic dinners and award ceremonies. I’ll never forget the year that Martin Grossman and I were asked to present the Toy and Retailer of the Year awards: I enjoyed it tremendously, and we both decided we would approach it with a smile on our faces – you’ve got to have a laugh. Although we were never asked back to do it again!
As an industry, I think it is important to celebrate our successes and reward those suppliers and retailers who are performing well in a tough trading environment – the ones who are pushing the boundaries and doing something different. It’s not just about the big boys either, many smaller suppliers and retailers have won awards over the years. It’s our gala night, when we look back over the past year and celebrate the best of it. London Toy Fair is the perfect place to host the celebration of all that is great in our industry, and we really shouldn’t devalue it. I would love us to get back to the scale of award events we had in years gone by.
David Martin - Head of Business Development, Curious Universe
The London Toy Fair is the heartbeat of the UK toy trade and remains the most important fair for the UK industry. It's compact, easy to get around, in most cases not difficult to get on to stands and, above all, is a really friendly environment. It’s a great showcasing opportunity, plus people from all facets of the industry - retailers, suppliers and industry colleagues - can also enjoy socialising each evening when the show closes. I’ve been to many trade events around the world, and this happens nowhere else on the same level.
I have been attending London Toy Fair for many years and have so many wonderful memories. While working at Funrise, on one memorable occasion in 2017, Mel C's daughter (yes Sporty Spice) managed to spill Gazillion bubbles solution all over the stand. It was absolute chaos, but we all had to keep smiling!
Another very fond memory was having a beer with Mark Slater-Hyndman a few years ago. Such a lovely guy, who sadly passed later that year. Mark always had time for everybody and was toy trade through and through. He is very sadly missed.
Roger Dyson - Non-executive director, Toymaster
My first experience of Toy Fair was driving a Merit Toys van from Potters Bar to Brighton, in either 1969 or 1970 with my fellow trainee Sales representative, Bill Haste. We set off at the crack of dawn to set up the Merit showroom in the Metropole hotel, but I had limited experience of my first Toy Fair as we had to return to Potters Bar late that evening.
That was the first of over 50 Toy Fairs for me (this year will be my 54th or 55th). I attended several more with Merit before moving on to Airfix in 1973. The Airfix showroom was in what must have been the ballroom of the Grand Hotel, Brighton, which was to be bombed in 1984 by the provisional IRA, during the Conservative Party Conference. The Airfix Showroom was the busiest I ever worked, there were queues at reception from well before it was open; everyone wanted an Airfix account.
Three years later I had relocated to the Corn Exchange, Brighton. Palitoy set up a Games and Hobbies Division and I was offered the job to cover Wales. At the time, Palitoy had Action Man, Girls World and Tiny Tears, all on allocation and often sold out before Toy Fair even began. What a wonderful scenario! Palitoy was renowned for its post Toy Fair parties. We always stayed on in Brighton the night Toy Fair ended, and it was very much a case of what happened in Brighton, stayed in Brighton. The parties were outrageous, but they were great!
Although I was to remain with Palitoy, Toy Fair moved on. The opening of the NEC in Birmingham offered the opportunity for Toy Fair to be held under one roof, rather than across myriad venues, so it left its spiritual home in Brighton and moved to the NEC - a decision that was universally unpopular. Although the NEC had many advantages - easy access, plenty of parking and a more central location - it didn’t have anywhere near enough accommodation. Palitoy stayed at the Esso Motel just outside Coventry, not exactly handy for the NEC or conducive to meeting or entertaining customers. We were bussed into Toy Fair in the morning and back to our ‘exclusive’ accommodation in the evening.
Thankfully someone saw sense and moved Toy Fair to Earls Court, where it was to remain for many years, until it moved to Olympia. Both excellent venues, without doubt universally popular and easy for overseas buyers to access and attend. Then Toy Fair moved to ExCeL, which brought back memories of the NEC; many advantages as a venue but many of the same disadvantages, and probably just as disliked.
However, the move back to Olympia was a resounding success and undoubtedly reinvigorated Toy Fair. I was a BTHA Council Member and chairman of the Toy Fair Committee at the time, but credit for the move goes to Natasha Crooks, Roland Earl and the staff at the BTHA. I have always considered Toy Fair integral to the toy industry in the UK. Olympia is very much part of the success that Toy Fair is today, and long may it continue.
Rita Rowe - PR managing director, Mason Williams
I don't want to say how long I have been attending Toy Fair, but it has been pretty much every year since it started, and it is always firmly placed in my diary. There is nothing else quite like it. It is a chance to showcase the best of the best with the brands we're working on, connect with new people and reconnect with old friends and colleagues, and of course catch up with all our media. I love the face-to-face part and I wouldn't miss a show!
My fondest memory of Toy Fair must be creating Winnie the Pooh’s birthday party a few years back, which was a very special moment. Another would be having a £2m Gold Monopoly Set on the stand one year, alongside the creator Sidney Mobell and a tonne of security guards - that's another year I will never forget.
As a PR there are so many things we are asked to do, or crazy ideas that we come up with, but one of my funniest Toy Fair stories has to be training two ducks, appropriately named Hoddle and Waddle, to play Subbuteo on the Hasbro stand. There are not many people who can say they have achieved that…
Nick Gibbs-McNeil - Kidzcoolit.com
My first memories of Toy Fair come from my childhood. My cousin, Dean (Weller), has been a well-known character in the toy industry for many years. As a kid, I’d always grab the magazines he brought back from the event and see what was coming out that year – months in advance of any other child knowing the planned releases. Stand out toys one year were a Knightrider K.I.T.T with a Michael Knight figure, and also the Street Hawk bike with figure. I remember proudly telling my friends the toys we were all so desperate to own were on their way, as I’d ‘actually’ seen them!
Fast forward twenty odd years and now actually being part of this experience myself is a very special thing, and one I will never take for granted. It’s not just work being there – I’ve made so many close friends over the past 15 years through this event. Many of them are people who were innovators in creating the toys that helped mould me into the man I am today, or worked hard ensure that, as a child, I knew about them and could pop them on my list for Santa or my birthday.
My cousin gave me my first taste of the industry with work experience at his agency when I was 15 years old. You can’t learn how to work or, more importantly, how to make a difference, unless you have hands-on ‘shop floor’ experience and get to meet the people who were there doing it before you. Toy Fair is a place where you can interact with people who have a huge amount of experience and learn from their well-seasoned knowledge. Every year I learn something new that’s always useful to what I do –and Toy Fair guarantees I get to see Dean at work at least once a year!
Neil Mitchell - Senior buyer, BargainMax
I’ve been attending London Toy Fair for the past 20 years and still get just as excited as I did the first time. I’m really looking forward to Toy Fair 2024 as myself and the BargainMax team will have over 50 meetings across the three days. There’s no better toy show: Toy Fair allows you to meet with toy suppliers of all sizes whilst really getting a feel for the big trends and licences for the coming year. Nothing beats meeting with people face to face and getting to touch and feel new products.
One of my fondest Toy Fair memories is the first year that Shop Direct won Online Toy Retailer of the year. It was back in 2014 when Smyths and Argos would dominate the retailer awards (and rightly so). However, after several years of being shortlisted we finally won. Andrea and I were in shock as we accepted the award in a packed Science Museum gallery and received very generous applause and a few cheers. To get this recognition was a really proud moment for us all.
One of my funniest memories is a meeting with Ross McDonald of Drummond Park. This would usually be one of the highlights of the fair as Ross always presented a fantastic range of games, getting everyone involved and having a laugh.
One year, on the final morning of Toy Fair, Ross greeted me looking a little different to his usual self, sporting what is most commonly known as a ‘skinhead’. Late the night before, after a few beers, Ross had been convinced by others in the trade to shave off his hair. In true Ross style he was able to smile about it and even managed to raise a few hundred pounds for charity.
Wendy Munt - MD, Be Inspired Consulting
Having worked extensively as a toy buyer, I have many fond memories of Toy Fair. Years ago, whilst buying for Argos, I was on a stand with my Account manager, discussing the company’s great new range. I heard a loud voice I recognised coming from the other side of the high display, ranting about Argos and how much we were affecting their business. Minutes later as I left the stand, I walked past the ranter, smiled and said hello. Their face was a picture, and rather sheepish, knowing I’d heard every word they'd said.
One evening during Toy Fair, a supplier very kindly took me for dinner at The Ivy. As we walked in, he held the door open for a very glamorous lady on her way out, which was none other than Dame Joan Collins! She thanked him, he replied: “It was my pleasure Joan,” to which she smiled and struck up a brief chat - whilst I stood there completely starstruck and lost for words. When we got to our table, he commented: “Who would have thought we’d see Joan Crawford tonight!” We fell about laughing as the actress Joan Crawford died in 1977.
Toy Fair Team - British Toy and Hobby Association (BTHA)
The organisers of London Toy Fair naturally have many memories to share (and probably some they can’t) but have selected their favourites here.
Kerri Atherton, head of Public Affairs, recalls the final day of Toy Fair 2018 as a personal highlight: “That year definitely comes to mind as Becky and I got the chance to relax in a hot tub on one of the stands for Toy Fair TV”. Meanwhile, Majen Immink, director of Fairs & Special Events, says her favourite memory is when Toy Fair returned post-Covid. “Putting on Toy Fair in 2022 and seeing so much of the industry back together face to face was truly wonderful,” she told us.
Offices & Services manager, Tracey Butcher, was amused by the sight of a well-known TV character riding a scooter through the aisles. “They were going back and forth outside the organiser’s office causing mayhem and knocking everything everywhere, until they were escorted off the premises,” she explains. “I don’t think our Toy Fair organiser at the time had expected that to be in their job description!”
Becky Deeming, Communications & Events Manager has fond memories of the fun the team manages to have, despite all the hard work they have to do. “One of my favourite memories from was a few years ago when myself and Kerri both wore giant inflatable balls and had to run at each other at pace to try and knock the other one over,” she said. “Kerri bounced right off me and got wiped out, it was great fun!"
The team is looking forward to this year’s Toy Fair, celebrating 70 years of the event and making many more happy memories with the toy trade.
Sarah Atta and Hayley WhiteToy buyers, B&M Retail
We love Toy Fair! It’s a great way to catch up with suppliers we’ve not seen in a while. We spend the rest of the year emailing so many of the people there on a weekly basis, so it’s lovely to catch up again face to face.
Our fondest memory is probably the first Toy Fair after Covid. The buzz around the hall was incredible, everyone was so excited that the atmosphere was unreal; it was so good to be back.
We always overcommit ourselves, booking in far too many suppliers in one day. We end up running around like headless chickens, often running late and moving suppliers’ appointments around - they must hate us. We laugh every year about how we always seem to get lost down the aisles. We swear the letters and numbers of the aisles and stands aren’t always laid out in alphabetical and numerical order, as you would expect, but then, we’re easily confused! See you there, and if we’re running a bit late, now you know why.
Graham Gardiner - Linked Partnership
Despite the show changing in size and location, Toy Fair remains fundamentally the most valuable time for manufacturers and retailers to get together and take in the future opportunities for the forthcoming year. Manufacturers are able to see so many buyers across a very short time frame, and buyers can visit so many manufacturers across a few days in a single location. How good is that for valuable use of time?
My fondest memory from Toy Fair is from the very first one I ever attended. I was with Kenner, Parker, Tonka and was blown over by how in just one day, an empty hall could be transformed into a Toy Mega village. As for my funniest Toy Fair story, that was at my 3rd or 4th Toy Fair when I was presenting a new R/C car live on the Big Breakfast at around 7.30am. My 10 seconds of fame created a problem at home though; my two year old son saw me on TV and was thoroughly traumatized. He was convinced Daddy had been eaten up by the TV and was never going to come home.
Tristan Brooks - Managing partner, Havas Entertainment
London Toy Fair is fantastic for our business for a number of reasons. Firstly, we get to reconnect with our partners and the wider industry, following the Christmas sales season, to get their perspectives on performance as well as getting a read of their confidence for the year ahead.
Secondly, the fair’s a great opportunity for new businesses, from meeting new clients and talking to them about how we can help grow their business, to impromptu opportunities that only come from having the industry together in one place.
Finally, we get to see product, which is what it’s all about really. It’s always great to see innovation and uniqueness and doing so starts to get the team thinking about how we can bring these products to life in marketing campaigns.
Trying to think of my fondest memory really is a hard one as there have been so many over the years. But that feeling as you walk into the hall, first thing on opening day, really cannot be beaten. The optimism, energy and friendly faces all around really makes you appreciate being part of such a vibrant, innovative and welcoming industry.
Another fond memory is having a lovely chat with Justin Fletcher (aka Mr Tumble) one year on the Golden Bear stand. I later found out he doesn’t often allow photos to be taken but he let me to take a selfie to show my daughter who was a massive fan. I got loads of Daddy credits that year.
Last year, I managed to break a prototype game within an hour of the show opening. It was a game which requires two people to stamp repeatedly on different ends of the product, and the fastest stamper wins. In my enthusiasm, I stamped a bit too hard! The client was actually very gracious, considering I’d broken their only prototype when the show had hardly begun. But my team found it hilarious and still reminds me of this to this day.
Julie Pittilla - Owner, Pittilla PR
Toy Fair is very important, its where we all meet under one (spectacular) roof and swap gossip, meet customers old and new, and just connect with others from all sides of the industry. Yes of course it’s about doing business and seeing what’s out there, but I just love seeing everyone.
Fondest memory? There are so many. The latest was receiving a Golden Teddy Award last year, along with Michele Norton, competitor and great friend. At last, a moment for the contribution of PR to the sales success of so many products to be recognised. Also, a shout out for the creativity and graft that goes into getting a media buzz around a product.
Funniest story? I’d better be careful here! I suppose that most of them took place in the Hilton Bar. Caroline McNulty from HGL making a chicken out of a bath sheet and then a smaller version was photographed at toy fair venues all over the world; someone would take Hamish, as he was known, to all the different venues. Lianne Bertelli informs me that was 1999.
In 2003, a massive snowfall shut Manchester airport and all the trains were cancelled too. No problem, we rang our local taxi company and the poor bloke had to drive a load of very chatty women down the M6 (which was down to one lane) all the way to ExCeL. ‘How did you get here?’ ‘We called a cab.’ ‘Of course, you did!’. These stories are not that funny, the really funny ones are unprintable and possibly actionable! Come and see me on the One for Fun stand (E49) and I might just tell you a few. See what I did there..?
Rosie MarshallHead of Toys & Children's Gifts, Playroom
Toy Fair is a must for buyers who are serious about toys and want to see what’s new and exciting for the coming year as almost every toy supplier exhibits there. It provides an opportunity to engage with senior execs, network, find new products and new suppliers and discover what is trending for the year.
For me, the character parade officially marks the start of Toy Fair, but I love seeing people who I have known for years, either as buyers or suppliers. Sometimes we meet unexpectedly on a stand or very often we bump into each other in the aisles. The show very much feels like an annual toy industry reunion.
Last year, I ended up getting locked in Olympia at the end of the first day of Toy Fair with John and Rachael from the Toy World team and a few others, and my luggage was being escorted away until I intercepted the cloakroom attendants. Fortunately, the cleaners let us out via the tradesman’s entrance. I will do my best to ensure that there are no further repeats of this in 2024!
Lisa Morgan - MD, Generation Media
The real highlight for me at Toy Fair is building up an extraordinary network of colleagues and friends in our amazing industry. Thinking back to my first ever Toy Fair in 2004 and not knowing anyone, to Generation Media becoming a staple in the industry and seeing someone you know at every turn is a privilege.
Supporting the event post Covid through our coffee shop sponsorship has helped us continue this journey, providing a place for the industry to meet and come together as one. Whilst 2023 has been a challenge for many, Toy Fair is a great reminder of the joint resilience of this market and I am personally excited to see the innovation coupled with the classics the toy industry has to offer, coming together to kick start another year.
Ann-Marie Edwards - Category manager Toys, The Very Group
Toy Fair is one of the most exciting events of the year. We take our whole team as it’s such a significant part of the range-building process and helps us identify new trends and products that will delight Very customers.
I love feeling the buzz of so many people from the toy industry being under the one roof, seeing lots of familiar faces and spending quality time with our suppliers. Aside from that, one of my favourite parts is seeing all the characters walking around and sending photos back to my six-year-old daughter, who can’t believe this is what I get to do for work!
Andrew Barrett - Director of European Product Development & Licensing VTech Electronics Europe
London Toy Fair comes at a great time of year. After the December and Christmas rush has past, it’s great to see all our customers, and other toy industry suppliers, at the Toy Fair in January. I really look forward to the fair and being able to present our new product lines for the coming year. It’s a key opportunity to showcase all our new products, to explain to buyers and visitors the rationale behind their development and the key features of each.
My first London Toy Fair was 30 years ago, way back in 1994, at Olympia. I have enjoyed every single toy fair since (even during the time that it moved to ExCeL). The toy industry is a wonderful trade to be a part of, and London Toy Fair is its pinnacle event. I am grateful to still be a part of it all and am looking forward to my 30th Toy Fair at Olympia this year.
Alex Woolfstein - CEO, BargainMax
The London Toy Fair holds a special place in the hearts of retailers like us. It's not just an exhibition; it's a hub where the pulse of the industry beats. The significance of this fair lies in its ability to gather all suppliers under one roof, fostering collaboration, idea sharing and offering a preview of what's to come in the toy market for the upcoming year.
What makes this event truly exceptional is the sense of community it cultivates within the industry. Despite being competitors throughout the year, there's a unique camaraderie during the show. The shared experience of engaging with suppliers, exploring innovations and envisioning future product ranges creates a bond that transcends competition.
The evening gatherings across the road after a bustling day at the fair symbolize this unity beautifully, where suppliers and retailers alike, who might spar in the market all year, come together over a drink or two sharing stories and experiences and just having a good time.
