Touching Base - Toy Fair 2024

My Toy Fair

As Toy Fair celebrates its 70th anniversary this year, exhibitors tell Toy World what they are looking forward to and share their favourite memories of the show.

Malcolm Ottley - Senior vice president, Funko

For Funko, 2023 has been all about our amazing launch of Bitty Pop! These micro-sized collectibles of some of the world’s favourite properties have been a huge success and really resonated with our fanbase around the globe. We’ve seen tremendous growth and excitement with this category release. In fact, we’ve seen Bitty Pop! rise to being the fifth brand in Action Figures and Collectibles subclass across the UK in October 2023 and eighth in the category YTD, after a release in only July. In 2024, we’re expanding the range to feature even more licences and form factors to ensure fans can continue to grow their Bitty Pop! collections in new ways. I always look forward to the social side of Toy Fair, getting to see former colleagues, industry contacts and customers alike makes London Toy Fair a richly rewarding experience. Having side chats during coffee or reconvening after the show for a stronger drink in the evenings is a real pleasure. There are so many wonderful and talented people working in this industry and we often don’t get to meet as much as we’d like, so London Toy Fair is a fantastic opportunity to regroup and come together to both catch up and do business.

Kate Gibson - Managing Director, Gibsons Games

I am extremely excited to launch our new comic range of puzzles, Jokesaws. Featuring comedy moments in every corner, there are three fantastic designs to choose from, with more to follow later in the year. With 1000-pieces, themes include Midsummer mayhem and all the mishaps of a country fair.

My fondest Toy Fair memory is our centenary year in 2019 - any opportunity for a bottle of bubbly on the stand! As well as being interviewed live for BBC London evening news, we had a lucky dip for customers and a special display of our games from the 100 years we had been trading. It was an extremely proud moment for our company. This year’s show will be just as special, as it is our first as a certified B Corp, meaning we are part of a global community of businesses that meet the highest standards of social and environmental impact. At Gibsons, we provide quality with a conscience and will continue to use our business as a force for good as we enter this new era.

Chris Lohmeyer - Managing director, DKB Toys & Distribution

The range I am most looking forward to showcasing at this year’s Toy Fair must be Crazy Aarons Thinking Putty. We have come a very long way in 18 months with this brand, and we are only just touching the surface. We will be showcasing new designs, new product types, even an entirely new segment. Buyers will 100% want to stop by the DKB stand to see this and all the other awesome things we have on show.

The fondest memory I have of Toy Fair is seeing all the hard work from my excellent team come together. DKB is such a tight group of people; we love working together and achieving a united goal, and Toy Fair is just one of those goals. Bearing in mind that DKB Toys has only been around for three years, the scale of our Toy Fair stand really is something to behold. I can’t wait to welcome everyone to the stand to see all our brilliant ranges - plus a couple of new ones we are set to unveil.

David Kelly - VP Sales and Marketing, Skillmatics

At London Toy Fair, I'm most looking forward to showcasing our Guess in 10 range. It's simple, fun and the kids can develop many key skills like problem solving, decision making and creative thinking, as well as social and communication development. Our Guess in 10 range also boasts great licensed products such as Marvel and Harry Potter.

Although this is probably a funny moment for your readers, it wasn’t so much for me at the time, but nevertheless it's a lasting memory. Many years ago, at a previous company, I was showing a couple around our stand, and I referred to the gentleman as the lady’s father. She turned to me and said, "That's not my father, that's my husband." At that moment, I had an out of body experience as the ground opened beneath me, and I slowly fell into the abyss. Luckily, they saw the funny side and ended up becoming good customers.

Mayur Pattni - Marketing Manager Europe, Funrise

At the London Toy Fair, Funrise will be launching a brand-new, feature rich interactive plush that I can't reveal to much about at the moment. We will unveil the brand in a special secret room in our booth and I encourage retailers to make an appointment –they won’t want to miss this.

My fondest memory is exhibiting at my first ever Toy Fair in 2011, when I showcased the Match-Stars football player action figures, which were officially licensed with top Premier League clubs and FC Barcelona.

Paul Blackaby - CEO, Sambro

If I had to pick from my top three lines that we’ll be showing at Toy Fair this year, the Ooze Station for TMNT, the MH Journal or the launch of an extended plush range, it’s got to be the Ooze Station. As a seven-year-old, that would have kept me entertained for hours, and we can’t wait for customers to see it.

Returning to the Fair in 2022 was the launch pad for a year of 25th anniversary celebrations for Sambro, but more importantly, the moment when we could showcase our evolving business to our customers and licensors. I recall turning the corner to see our stand for the first time and thinking, “Wow, we’re a toy company.” The evolution continues and we can’t wait for this year’s event.

Andy Griffin - Marketing Director, Reydon Sports

I am looking forward to showcasing the Nerf Howler and the sports range at London Toy Fair. Reydon has successfully secured exclusive distribution on this product going into next year, so I’m excited to maximise business and opportunities surrounding the range.

2021 was our first year exhibiting and I was really excited by the scale of the industry. I would also say seeing a number of celebrities, as well as the army of costume characters walking around the arena, was terrific fun and excited all of the Reydon team. They made sure to grab some photos for their youngsters whilst they were away from the family.

Nanzeen Yasin - Founder and director, Fabula Toys

This year, I am most excited about Fabula’s new range of licensed, pop-up tents. The first is an S L Benfica Club Bus tent, and I might just have a few more clubs to show by the end of January. This is a new concept in the world of licensed toys and has received a very warm responses from some of the biggest football clubs in the world. I am excited to see the reception from the industry and most importantly, young fans globally.

My fondest memory has to be the first time I exhibited at the Toy Fair - the wide-eyed wonder and excitement at joining a brand-new industry and surrounded by absolute stalwarts in the business. I expected the magnitude and the adrenaline, but what I did not expect was to see so many new, but friendly and approachable, faces who I am proud to say have been supportive and instrumental the entire time I’ve spent in the UK toy industry.

Patrick Downs - Head of Design, Keel Toys

The upcoming Toy Fair offers one of the very first opportunities to preview and pre-order the completely new 2024 Keeleco Halloween, Winter and Christmas collections. We’re very excited about these ranges, which will feature over 50 beautiful soft toy creations featuring exclusive, 100% recycled fabrics and finishes.

My fondest and proudest memory of Toy Fair was back in 2020 when we won the Hero Toy Award for our Keeleco range. The reaction and demand for Keeleco has gone from strength to strength since then and exceeded even our wildest expectations. The 100% recycled range now features well over 450 products and 85% of the entire Keel Toys collection is made from 100% recycled materials. Keel Toys commitment to expanding this collection will continue throughout 2024 and we’re looking forward to showcasing it at Toy Fair.

Rachel Lowe - Director, Rachel Lowe Games and Puzzles

I am excited to showcase my 20th Anniversary range of Destination Board Games. I have recently launched the Destination Portsmouth 20th Anniversary edition a year early so I can show buyers how the new editions will look. We will roll out a whole load of them in 2024.

My funniest memory from Toy Fair was at my very first. Following the successful launch of Destination London in Hamleys during Christmas 2004, my Dragon's Den episode was screened in the January during Toy Fair week. I was ripped apart by the Dragons, particularly for getting confused with the numbers, but it was great to hold my head high knowing my launch plans were a success.

My brother bought me a giant calculator to keep on my Toy Fair stand. It was a bit of a gimmick, as I was made to look as though I couldn't add up on national telly. When the buyers of Debenhams asked me if I could do three exclusive regional editions of Destination for them, I got flustered and said I didn't think I would manage three in one hit. As they walked away, I got that giant calculator and worked out what three full container loads of Destination games would be. I don't think I've ever run so fast, chasing them down the hall saying, "Yes! Yes! I can make those for you!"

That Christmas we launched Destination Sheffield, Destination Birmingham and Destination Cardiff as Debenhams’ exclusives. The stores even took pride of place as Destinations on the box art - and in the game as Destinations on the board. I will always be thankful for the support Debenhams gave me and my brand.

Fran Hales - Head of Portfolio, Rubies

Rubies couldn’t be more excited to showcase our World of Walliams range to customers and licensors at Toy Fair. Not only are the products brand new and available in time for Book Day 2024, but they also represent the innovation Rubies has become known for in the industry. I’m looking forward to our customers discovering the high play value, and the accessory sets and full costumes which tick all the boxes for budget, adaptability and fun. The range features much-loved characters from the book series by David Walliams, including Spaceboy, Gangsta Granny and Fing, who are already beloved by millions of little ones across the country.

Jon Tilley - General manager EMEA, United Wheels

I am particularly excited to be showcasing the new Disney-themed battery-powered ride-ons along with some new kids’ bikes that we are launching. Our team will be on hand to support independents on stocking bikes through our new independent dealer programme.

I have been attending the London Toy Fair for around 15 years and have created many happy memories. It’s always one of my favourite times of the year. I enjoy the character parades on Press Day, which gives you the chance to get your photo taken with one of the characters. For me, Toy Fair has always been a place to catch up with old friends.

Kerry Tarrant - Marketing Manager, IMC Toys

When thinking about the product ranges IMC Toys will be showcasing at Toy Fair, the one I’m most looking forward to has to be our new Be Loved dolls. I would have loved these as a little girl, from their realistic features and newborn poses to the gorgeous boo hoo styling, which is allowing us to explore new avenues within our marketing plans for reaching both parents and children.

I have lots of lovely Toy Fair memories with different toy companies over the years, but my fondest has to be designing the new look stand for IMC at London Toy Fair 2022. This was IMC’s first appearance in the ‘new era’, which was the start of a cracking show and growth year for us.

Phil Ratcliffe - Managing director, MV Sports

I am looking forward to the launch of our new MoVe brand at Toy Fair, bringing both licensed and non-licensed wheeled toys under one descriptive brand name based around the MV logo. This will give MV Sports’ ranges and brands more critical mass, will make consumers more aware of the MoVe brand and provide us with a platform on which to build our marketing and social media campaigns.

There are so many memories, but perhaps the funniest was when, after a night out with Woolworths, I arrived at Toy Fair the next morning feeling a bit fizzy. A giant mouse in costume said in passing, “Hello Phil, how are you doing?” I thought I was hearing things, but I didn’t know at the time that it was an old friend from Bolton (who was a jobbing actor) inside the Biker Mice from Mars suit. Or was it…?

Kirsty Mackenzie - Head of Marketing, Bandai UK

Bandai has lots of brilliant ranges to show at Toy Fair, but I am most looking forward to showcasing Dragon Ball again. This property is benefitting from the growth in the popularity of Anime and this year will be huge for the brand with new content confirmed. There will be tentpole moments in Goku Day and, as 2024 is the year of the Dragon, the Shenron Dragon will be key for marketing activations. We have new products and lots of exciting marketing plans to support the brand in 2024.

I have attended 15 Toy Fairs now and my fondest memories have been from the last four shows with Bandai. The feeling of satisfaction, pride and relief at seeing the stand and team come together after that first day of set up is wonderful. Managing the Toy Fair set up is quite a stressful process that I took for granted in my previous companies.

Katy Fletcher - Head of Marketing & Product Development, Ravensburger UK

It’s tough to pick just one product to shout about as we have such a lot of newness to present at Toy Fair. I might cheat and say our entire games range: it’s packed with some brilliant new releases, from family fun right through to complex, immersive games for tabletop fans. Mycelia stands out for its beautifully illustrated style. Set in an enchanting forest world, the game introduces deckbuilding, which is a nice segway into the biggest launch in the history of Ravensburger - the Disney Lorcana Trading Card Game. It has already generated much excitement and I'm looking forward to showcasing more from this incredible launch at Toy Fair.

I have many fond memories of Toy Fair from over the years. Probably my favourite was launching the Hovertrax hoverboard from Razor during my time at re:creation. There was certainly a lot of hand holding going on at that show and a few spectacular falls too! Or perhaps it was the year we invited Team Razor to perform its awesome stunt scootering outside the fair and enticed a famous BBC sports presenter to put on knee and elbow pads and have a go on the half pipe.

Charlotte Harvey - Senior National Account manager, Bladez Toys

I am really excited about our new Monster High range. The styling is very different to a lot of other girls’ licences, and we have a fantastic product line up, including a Make Your Own High School playset, which measures over 1 metre high. The Make Your Own School Bus is also super iconic and I’m sure will be popular.

This will be my 10th Toy Fair and I never get bored of the excitement and buzz around Olympia. It is always a great opportunity to reconnect with industry friends and see some great innovation throughout. I have been extremely lucky to work for some great companies, including Bladez Toyz, who is always at the forefront of innovation, so I am sure it will be a great week.

Alys Dawson - Director of Product, Creative and Marketing Services, Rainbow Designs

We have a lot of fun, innovative new products launching in 2024 that I am very excited about. In my role, it is always an incredible feeling to see a product come to life, from initial conception through to the final unveiling of the finished product at Toy Fair. This year, the range I’m really looking forward to showcasing is our new Disney Baby Lion King collection, in celebration of the 30th Anniversary of the Lion King. Available in February will be the My First Soft Toy, Comforter and Ring Rattle, as well as the adorable and stimulating Lion King Sensory Play Mat. Hot off the press, we also have a magical new brand range that we are yet to announce, which we are super excited about.

We have had many fantastic Toy Fairs to remember as Rainbow has exhibited at Toy Fair since the 70s, but memories from recent years spring to mind. We’ve often celebrated character anniversaries, such as Paddington and The Very Hungry Caterpillar, with press and influencer parties on the stand. There is nothing like seeing little ones with a toy in one hand and cake in the other, causing a little bit of stand chaos. This year we are looking forward to creating even more memories with our Elmer Party, to celebrate 35 years of the little patchwork elephant.

Dennis Blackmore - MD, Learning Resources

It’s only been four years since we started working with the creators of the award-winning CBeebies TV series Numberblocks, yet we now offer 26 products inspired by and supporting this successful approach to maths learning. This year there’s even more to explore on our stand, and I’m especially excited to show visitors our innovative new Numberblocks Blockzee Balance Activity Set.

Children use the set’s Numberblocks MathLink Cubes to make the Numberblocks One to Ten, place them in Blockzee’s balance buckets and then watch to see if her mouth makes the greater than, less than or equal to symbol right in front of them. This clever balance helps children grasp this tricky area of maths learning and is one more way we’re bringing the on-screen maths magic of this successful series to life for young children.

In 2018 we launched our very successful Botley coding robot. It was voted a Toy Hero at that year’s London Toy Fair and caught the eye of BBC’s Breakfast presenter Steph McGovern. She requested that we present it on the following day’s feature on BBC breakfast, which was broadcast live. The prospect of appearing on live national television gave my then marketing manager, Simon Tomlinson, the worst of sleepless nights as he rehearsed in his head what he would say and pictured all the possible catastrophes that could occur. As the time of the broadcast approached, Steph wanted to confirm Simon’s name and position in the company. “Oh,” she said, “I thought you were the MD - where’s the MD?”

At that point, with 15 minutes to broadcast, I learned that I would be appearing on live television…

David Lubliner - Head of Customer Marketing Europe, Melissa & Doug

I'm particularly enthusiastic about presenting our Sticker Wow! range at London Toy Fair this year. It's a fusion of artistry and imagination, to encourage hands-on, screen-free, fidget-fun play. Sticker Wow! is an innovative new product that combines creativity and collectability with excitement, surprise and fun. Parents will appreciate it just as much as kids, as we've carefully designed the range to not only bring joy, but also to protect home interiors with its re-peelable stickers.

Our Barber Shop playset being recognised as a Hero Toy at Toy Fair 2023 was a proud moment for me and the team and will always be a great memory. The award and recognition highlights our product innovation and emphasises how Melissa & Doug continues to develop toys that spark children’s imaginations and deliver moments of wonder through open-ended play.

Barry Hughes - Managing director, Golden Bear

I am most looking forward to showcasing Soccer Bot at London Toy Fair because it gives me the opportunity to play football whilst selling. I’ve been blown away with the sales figures. The idea was to create a football toy parents would let their kids play indoors, and we landed on a product that does just that, ensuring that it is accessible for younger players. We’ve maintained the £50 RRP price tag, despite parents saying that they’d pay more for the product. This, combined with Golden Bear’s marketing efforts and support from its retail partners, has created massive demand and incredibly strong sales that look set to continue long into 2024. We’re having a ball.

I’m really excited to be going back to London Toy Fair. It’s just great getting to catch up with old friends that you may not have seen for a year, as well as connecting with new people, in such a fun environment.

We are most looking forward to showcasing Orbito from the FlexiQ range. FlexiQ was a brand-new supply partner from the beginning of 2023 and has grown in the UK market since. Orbito is its most popular product, a two-player puzzle game that went viral on Tik Tok in November 2023 which resulted in its popularity soaring to new heights. We can’t wait to show more of Orbito at Toy Fair 2024.

My fondest memory of Toy Fair is 2022 when Coiledspring unveiled its brand-new stand. It represented the next step for the brand, and it was a fantastic moment in my career and for the business. Though we have made a few tweaks since, the stand still holds this design for 2024, with the main feature being a jigsaw wall, which always attracts attention.

Emma Damerell - EU Brand manager, Toynamics

Toynamics is launching a brand new Hape Dinosaur Adventure Railway set, which is unlike any other railway set, with lots of cool details like a dinosaur skull shaped railway tunnel that glows in the dark. I think it’s a really modern take on what is known as a classic category.

One standout memory from Toy Fair is when I was chatting with a customer and out of nowhere a work colleague (not to name anyone, but I still work with her) came whizzing past on a ride-on bike down the central aisle of the hall. The ride-on was designed for an 18month old, so you can imagine the size ratio between her and this little bike. Just at that moment, an Elf of the Shelf character came around the corner, and she lost control and crashed into the character's legs. The customer was quite confused when I suddenly burst out laughing, as his back was turned and he’d missed the whole incident.

Stewart Middleton - Director, VR Distribution

I always enjoy London Toy Fair; the atmosphere is amazing and it’s so great to catch up with people you don’t often see. I realised it’s my 22nd London Toy Fair which probably makes me a long termer in the toy industry. My first was at ExCel with Ty. I feel privileged to have worked with all the teams and customers I have; whether it was as a KAM, NAM, SD, MD, or now working for myself, my Toy Fair journey has been very different over the years, but it’s always remained fun. Most importantly, it’s good for business.

Tim Ives - UK General manager, Basic Fun

My favourite line that will be unveiled at Toy Fair is one that I think hits all the right spots for 2024 but I’m afraid I’m sworn to secrecy on this new IP. For now, all I can say is that it’s pocket money-priced, collectible, has cross-generational appeal and, even though it’s teeny, we have partnered with some giant and iconic licences.

My funniest moment happened when we were all much younger, while celebrating a successful Toy Fair back at the hotel. Someone decided it would be a good idea for the team to have flaming sambucas. Everyone took part, but one person (who shall remain nameless) decided it was not for them. Wanting to be a team player, they pretended they had downed the shot, but in reality, they had blown it out and turfed it behind them. Unfortunately, the flame hadn’t gone out and the net curtain behind them quickly caught fire. Luckily, the team all acted quickly and averted a major issue; you’ll be glad to hear the hotel is still standing. We still laugh about that night to this day.

Richard Belford - Toys & Activity Sales director, Hunter Price

As part of our Toy Mania brand family, our creative compounds brand Oozey Goozey has gained huge traction this year with our retail customers. We’re driving high level innovation with this brand, from creative concepts to packaging and promotional opportunities – and the new Oozey Goozey Putteez range will lead the way in 2024. I can’t wait to show it to customers, they’re going to love it.

My funniest memory is that I once dressed up as Santa – the red suit, hat, beard, the lot – and walked through the halls in full character. Nobody knew it was me.

Adam Moore - Marketing Communications Manager, Playmobil

I am looking forward to being able to show everyone the new Pirates ranges. Pirates are always such an evergreen range for Playmobil, and as the brand is celebrating its 50th anniversary in 2024, it really resonates that children still love to use their imaginations. The really nice thing is that parents also get to re-engage with their own childhood and can re-discover how to play again. There are two launches of Pirates happening this year which will feature heavily for the brand communication in 2024.

It's hard to narrow down to one specific memory of Toy Fair. I think what I enjoy the most is the feeling of being involved in an industry that comes together in such a friendly way. Toys is such a fun and engaging industry to be in, and it is great to be able to bring joy to families.

Amber Elliott - Website, Marketing & Social Media manager, The Noble Collection UK

As a licensed collectibles company dedicated to creating screen-accurate prop replicas and collectibles, it can take some time to bring new lines and ranges to life, which is why The Noble Collection is so excited to be bringing its brandnew Minecraft collector replica range to Toy Fair 2024. To give it the fanfare it deserves, we recently coordinated a dual launch with our US family at New York Comic Con and our store in London for the first time ever.

Minecraft is our first licensed property from the gaming market; we’re used to film and TV properties which allow us to replicate props in exact detail. This is what we hope we’ve achieved with these products, crafted with unique textured finishes inspired by wood, stone and ores from the various worlds within the iconic sandbox game. Minecraft may be our first gaming partnership, but with the continued growth of the gaming industry and the opportunities it offers us to bring these incredible worlds to life, hopefully it will not be our last.

One of the funniest memories I have of Toy Fair is the first time I attended as a visitor. My colleagues and I were scoping out the fair as we were looking to exhibit for the first time the next year. Unaware of the various events put on by the organisers, we experienced what I can only describe as delightful bewilderment as the annual mascot parade suddenly began and characters including the Teletubbies, Blue and Peppa Pig began strutting through the hall. It’s not to be missed!

Andrew Hardwidge - Sales manager, A.B. Gee

We have some fantastic ranges to present at Toy Fair, but we are particularly excited about showcasing Zuru's latest Mini Brands ranges. The brand is a global phenomenon and next year's new licensed collections are ingenious. We know how well the brand performs on TikTok - it has its own account - and for us, Mini Brands Books is one to watch. The explosion of #BookTok across the platform, combined with the popularity of Mini Brands with real, readable books in miniature couldn't be timelier. Mini Brands Sneakers is also first-rate and includes mini versions of some of the most exceptional trainer brands out there. The property continues to soar and next year will see a fresh look, new licence partnerships and heightened digital and social presence.

Kate Scott - CEO, HoloToyz

I’m most excited to showcase our new Paw Patrol HoloCubez at London Toy Fair. These magnetic cubes, featuring six sides with unique puzzles, bring the beloved Paw Patrol characters to life through the magic of our Awesome Reality technology. Seeing the pups in mesmerising 3D animation, accompanied by the beloved theme tune and barks and yelps, is an enchanting experience for kids.

Exhibiting at London Toy Fair 2022 is a very fond memory for me, as it was the first time we met the toy industry in person, having launched our business during lockdown. At the time, our brand colour was the exact same as the carpet at the fair, which meant all roads led to HoloToyz. We received an incredible reaction and were chosen as second-best toy at the fair as part of the Editor’s Choice Awards, which was an incredible accolade for us.

Karen Clarke - UK Brand director, Smart Toys and Games

The range that I’m most looking forward to showcasing at Toy Fair has to be Smart Toys’ new SmartGames line-up, which is not to be missed, with new innovative themes that will make your brain smile. We will also be launching some brand-new ranges that are top secret until the show.

A fond Toy Fair memory is having my photo taken with Darth Vader and Minions at my very first Toy Fair some 10 years ago, which was pretty cool. Even now, the buzz that filters through the hall as the show opens every day is a moment that I always look forward to. See you there!

Lee Crocker - UK and Eire Country manager, Cobi Toys

We have two ranges that we are really looking forward to showcasing this year. The first one is our entry-level scaled aircraft and tank models. These have been specifically designed to encourage new modellers into the military modelling and construction markets. The second one is to mark the 80th anniversary of D-Day, which is coming up in June 2024.

My fondest memories of exhibiting at London Toy Fair come from when I was working with Wizards of the Coast. In 1998, we exhibited high-up in the clouds of Olympia, showing Magic the Gathering and the Dilbert card game from a gallery location. My recollection is that we only saw half a dozen people over those five days. But roll on 12 months later (the release of Pokémon Trading Cards had taken place in September of the previous year) and we were in a prime location on the ground floor, with back-toback meetings from 8am to 6pm, even before and after our official show times. Then in the evenings, we were briefly stopping to nip to the loo and refill with coffee or beer. What a show, what a year!

Lucia Kreuzer - General manager, Tonies

We’re really excited to be showcasing our new range of Clever Tonies at Toy Fair this year. We launched our Podcast Tonie as the first in the range in November 2023 and it has been met with so much love from children and parents alike that we can’t wait to unveil what we have coming next. Clever Tonies is a brand-new style of Tonie, and we have some amazing new ranges coming in 2024 from collaborations with Rachel Riley and Twinkl to own brand series like Big Bright Feelings.

One of the fondest memories I have from Toy Fair would have to be from last year. At previous Toy Fairs, Tonies was always seen as the new kid on the block and most of our time was spent introducing people to the magic of the Toniebox. Last year was the first time we saw people coming to the stand already knowing what we do – it was a real turning point for us as a team. Hearing people tell us how much they love the Toniebox and how it has revolutionised their family life makes all the hard work worth it, and to hear so at Toy Fair was a real pinch-me moment for the team.

Nancy Fielden - Marketing manager, HTI

Due to the immense popularity which Beast Machines has had, there’s a certain level of anticipation surrounding new season launches, and it’s always thrilling to witness the response generated by newly introduced product lines. We’re incredibly enthusiastic about the upcoming Beast Machines Pirate Ship for 2024. Every aspect of its design is exceptional, from its impressive and versatile features to its size and aesthetic appeal. The initial reaction has been outstanding, and we can’t wait to showcase it, and other Beast Machines lines, at Toy Fair.

This will be my first ever visit to Toy Fair, and I’m eagerly anticipating the experience as both an exhibitor and a visitor. There’s something refreshing about stepping out if the office and engaging with industry professionals face to face – it truly does wonders. It’s particularly special that my first time coincides with Toy Fair celebrating its 70th birthday. Interestingly, 70 also played a role in my first position in the Toy Industry, as HTI marked its 70th birthday this year. Having previously worked in the nursery and education industries, my transition to toys has been immensely enjoyable, and I look forward to sharing in more milestone toy birthdays in the future.

Nick Thomas - General manager, Vivid Goliath Group

It’s difficult for me to choose one single product range. There are 50 new SKUs being launched for AW’ 24, taking us into new categories and play experiences –it’s an exciting time to be in the Vivid Goliath family.

If I had to choose one though, I think it would be Teeny Tinies Bakeshop. As we know, the miniature trend is huge right now and Teeny Tinies Bakeshop is a first to corner the collectibles market allowing children to create edible mini bakes. The initial reaction from our retailer partners has been fantastic and we’ve got some great marketing ideas in the mix for the launch.

When you have been in the industry for as many decades as I have been, it’s really hard to share one specific memory from Toy Fair. At Vivid, we’ve been privileged to work on some of the industry’s hottest brands over the years, making our stand a mustsee destination which is always buzzing with retail partners, licensing friends and exciting press moments. One of these was having One Direction to launch their doll range, which was a bit surreal!

Simon Prest - Sales director, Orchard Toys

The product range that I am most looking forward to showcasing at Toy Fair has to be Peter Rabbit Don’t Wake Mr. McGregor. It’s a board game in our new range featuring The World of Peter Rabbit and our first ever licence, so it’s very exciting. This range blends the unique creative style, engaging gameplay and educational values of Orchard Toys, with the iconic characters from one of the world’s most beloved brands. In Don’t Wake Mr. McGregor, Peter Rabbit is having great fun, children are going to love playing it, and for retailers the collection is a great sales opportunity.

My funniest memory of Toy Fair is jumping into bed with Toy Fair’s TV host Gavin Inskip for the launch of our Sleepy Sloths game. It was an unforgettable moment. I’ve been interviewed in some unusual places over the years, but this is the most bizarre – at least we got to keep our clothes on!

Will Stewart - UK Managing director, Imagination Games

It is extremely hard for me to pull out one single product with our line-up of games for 2024, but if I had to choose, it would be the launch of Movie Scene It? It is bringing back a fan favourite from when the game first launched in the earlier 2000s. Back then, the game was played alongside a DVD that ran the movie clips, but our latest version launching uses our games-on-demand platform Gamestar+ available on all mobile and tablet devices as well as TV – Game night has just got better!

There really are too many fond memories of Toy Fair. I have always loved the show as a chance to catch up with everyone from the industry and showcase what’s new for the year ahead. It’s a great place to reconnect with everyone after Christmas trading. A funny moment that sticks out for me is while working for a previous company. We had locked up the stand for the night, but when I got to the front door, I realised I had left my keys on the stand. Flash forward a few minutes and I was trying to crawl under the security screen sucking in my belly to retrieve them as security was alerted and the guards came running and shouting after me. I did eventually get my keys back though!

David Mordecai - CEO, One For Fun Games

I’m going to cheat and pick two products I’m really excited to be showcasing: our brilliantly trend-led new Concert Bracelets range and Bburago’s officially licensed F1 model vehicles line.

I’m tipping Concert Bracelets to be one of our most popular lines at this year’s Toy Fair as the concept is all over social media at the moment, thanks to a certain very famous pop star, and – like so many of our new and existing lines – it’s affordable, hugely collectible and perfect for creating your own social media content. Our Bburago F1 range, meanwhile, is performing almost as well as Max Verstappen is on the track. This range just keeps finding new gears.

I’ve got a lot of great memories from the days when all the best business was carried out in the bar at Olympia (and after that, in the bar at the Hilton down the road). Absolutely everyone would be there and honestly, I think it was where some of the best deals were finalised. There’s a lot to be said for the power of a pint when haggling over figures!

But overall, my fondest Toy Fair memory is probably when we showed under our new One For Fun branding for the first time ever and won Hero Toys Craze of the Year with our hero Budget Fidget Box assortment. As many of your readers might know, we used to trade under the name Tobar, but rebranded to One For Fun about four years after we acquired H. Grossman in an effort to simplify our structure and bring all our best-selling brands under one roof. Winning a Hero Toys accolade the following year as One For Fun, when it was usually Grossman going home covered in fidget toy glory, proved to everyone that even though the name had changed we’d retained the same excellence in product selection and trend identification. That was a really good show for us and one I’ll remember for a long time.

Lauren Shipman - Brand & Marketing director, Posh Paws

I’m most excited to see everyone’s reaction to our brand-new Swizzels Love Hearts Pairs Plush. I absolutely love working on this licence and seeing how people react to seeing our new product developments, and these cute little pairs are no exception. We’re launching the new collection which includes a Sushi & Soy Sauce with ‘I Love You Soy Much’; a Lemon & Lime with ‘Zest Friends’ and Bacon & Eggs with ‘Better Together’. I’m sure buyers will love them and their adorable messages, as well as our popular Love Hearts plush.

My fondest memory is catching up with friends and buyers, but more importantly seeing reactions to our new launches, particularly the ones that have been created by our own product development teams. We know the blood, sweat and sometimes tears that goes into them, and it really makes me happy to witness the positive reactions. Our recent own brand ranges have delivered this, and we have no doubt that our new Bubble Tea and Kawaii Kuties will elicit the same reactions at the 2024 show.

Luke Hillier - Chief executive officer, Click Distribution (UK)

At Click Distribution, we’re so lucky with the brands available to us this year. I’d be doing an injustice if I picked only one. Come and see us at London Toy Fair and you will understand why.

I have so many fond memories from London Toy Fair. I was 18 years old when I attended my first, and now this will be my 22nd year. I’ve been fortunate to meet some incredible people at the show over the years, but our first Toy Fair as Click will always be close to my heart. It was this show, 15 years ago, that gave us the confidence and reassurance in the company that we needed. We had a tiny little stand downstairs that we had to make huge sacrifices to fund. To think about where we were then compared to what we have to offer today, it’s very satisfying and I’m very proud.

Emma Hanlon - International account manager, Thames and Kosmos(UK)

The single product range I am most looking forward to showcasing at London Toy Fair is Gecko Run. Our brand-new range, Gecko Run, is fun, flexible and irritatingly addictive. The Gecko pads use nano technology to stick to any smooth surface time and time again and there are multiple expansion sets so it’s really fun. I am sure all of us on the stand will be trying to create the perfect marble run whilst we are demoing the products.

One of my fondest memories of Toy Fair is from my very first year meeting retailers like Tony Duffy and others, who all welcomed me into the industry and we still see and speak with regularly.

Jamie Mabbs - Managing director, Carrera Revell UK

There are so many ranges that I’m looking forward to showcasing at Toy World. Our Carrera Slot Car Racing Sets represent better value than ever, achieving new key price points not previously seen, then there’s the addition of two major new licences: DC Batwheels and Spidey and His Amazing Friends to our First range and in our Go!!! range. We are very excited to welcome SpiderMan, and the very latest cars and drivers appear in our thrilling, officially licensed F1 sets.

More recently, we returned to our regular, more spacious area at Gallery 100 to launch for the first time the extensive range of Carrera Slot and RC alongside Revell Model Kits, 3D Puzzles and RC. Two great brands under one roof and a vast array of key licences should add up to an exciting event for all involved.

Amy Wildman - Sales and marketing director, Halilit

Wow, this is like being asked to choose between your children! Although we are excited by our new Jellystone Designs sensory range which fits so well with our other brands, we are most looking forward to showcasing Buki, the most recent addition to our portfolio. It is so different from anything we’ve ever done, but Buki products align perfectly with our ethos of offering high quality, good value, developmental toys that provide lots of learning opportunities in a fun way. It’s enabling us to widen our categories and extend our age ranges, covering all kinds of things from craft kits to telescopes. We are very excited to see the reaction from customers old and new.

A favourite memory is when we were getting to the end of a particularly busy Toy Fair day a few years back. My feet were hurting, my voice was going, and I hadn’t stopped for food all day. Then I realised we had lost Judith! I’d thought she was with a customer on the other side of the stand, but it seemed not, nor was she answering her phone which was unusual. It wasn’t long until the announcement for the close of the show was made, but still, no Judith. Suddenly, we heard a commotion and cheering; I spun around just in time to see Judith flying down the aisle on a scooter she must have commandeered from another stand, rocketing past at some considerable speed. It was an absolute ‘blink and you miss it’ moment, but I don’t think some of our team members were expecting to see their usually poised and professional MD being shouted at by security for racing through the aisles on a kids’ scooter!

Mark Hunt - Marketing director, Character Options

My favourite product for this year has got to be Terror Fried, our new horror, gross out collectible that combines highly detailed yet scary figures and multiple tactile compounds, allowing kids to fizz, squish, crack and ooze as they work their way through multiple layers of discovery and jump scare reveals. I think this combination of surprise reveal, ASMR play and horror, all wrapped up in iconic and on-trend food themed packaging, makes this range a nobrainer for retailers looking for fun new pocket money ranges that will keep kids coming back to their stores again and again.

My fondest memory of Toy Fair is launching the HM Armed Forces Range in 2009. It was my first Toy Fair and, considering the amount of publicity we got on the day, I was very much thrown in at the deep end – somewhat like a new Armed Forces recruit, ironically.

Sergio Anna - Head of product, Craft Buddy

The product range that I am most excited to showcase at Toy Fair is Crystal Art Bag Charm. This is a brand-new licensed product range that we are presenting for the first time. It is a perfect combination of DIY craft kits and apparel accessories, and the idea came when I travelled to Germany with my family. We had such a nightmare trying to identify our bags at the baggage claim, so I decided to create unique Crystal Art Bag Charms. They're not just for kids but also for kidults who love the iconic franchises from Disney, Marvel, DC Universe, Wizarding World, and Warner Bros. Kids can put them on their backpacks with the clip-on hanger., and they’re perfect to be used as luggage tags for parents.

It always feels great to see familiar faces at the London Toy Fair. It felt exceptionally special to reconnect with industry folks again at LTF last year, after Covid, and was also the first time we presented our Disney100 Crystal Art Sticker Albums to the world. We were so excited to present this to our partners that we rushed out thousands of stickers to ensure we could showcase the amazing product concept at the trade show. There's really no place like the London Toy Fair to proudly debut our product.

Ben Hogg - Head of marketing UK, Simba Smoby Toys

The Simba Smoby Toys team is very excited to launch a brandnew licensed range from the hit Netflix show, Wednesday. Visitors should keep an eye out for our RC Thing, which is both creepy and delightful at the same time – we can’t wait to show it to the trade.

There are too many fond memories to choose from at Toy Fair, but I really enjoyed launching a new game with actor Warwick Davies a few years ago. He zoomed through Toy Fair on his electric scooter, with the Toy Fair paparazzi in tow, then storming our stand clamouring for the winning shot. He was a real gent and gladly posed for pictures with everyone.

Amy Saunders - Sales director, Just Play

I am really excited about showcasing our all-new FurReal Range. In spring, we will be refreshing the evergreen Walkalots to a brand-new breed. I mean, who doesn’t want their very own Bernadoodle? Plus, the launch of our super cute My Mini’s where you can take a Pig, Pup or Kitty anywhere for on-the-go nurturing play. Autumn is when the FurReal fun starts for kids and adults alike. Not to spoil the surprise, but visitors must be prepared to participate in either a one-legged crow or a downward-facing dog pose when visiting our stand.

This will be my 28th Toy Fair and I have funny and fond memories from each one. Having attended 24 Toy Fairs with Bandai UK, I can honestly say every fair is different and special, but Toy Fair 2023 beat all others. 2022 was Just Play’s first year as a direct supplier to retail in the UK, and being a new supplier came with many challenges. But in 2023, from our very first meeting to the very last at 4pm on the Thursday, the vibe, positivity and support given to us was staggering and I came away from the show so excited for what we were about to achieve in the year ahead. Now I can look back and reflect that those meetings at Olympia were the springboard to delivering our goals for 2023.

Alex Neal - Managing director, Mighty Jaxx

At Toy Fair, our new range of One Piece collectibles is sure to be one of our biggest yet. We actually had to delay the UK launch due to the level of preorders we've had. Following on from the success of the live-action show on Netflix, there's been an ever-growing interest in anime in general, but One Piece has been a particular stand out among UK consumers. We experienced this first hand at the recent MCM Comic Con where we sold out of all One Piece products we brought to the show.

My fondest memory of London Toy Fair is from last year’s show. This represented the first time the company had previewed at a toy fair anywhere and set us on the path for what has been a huge year of growth for the business. I was incredibly proud of the team to pull off a major show like this with minimal preparation, but it all came together, and we opened some fantastic accounts. It was wonderful to feel the energy from the industry after all the struggles of Covid over the past few years.

Tom Hudson - CEO, Marvin’s Magic

I’m most excited about our new Wicked Pranks range, which includes pranks that everybody knows but with some new innovations to bring them up to date and enable the surprises to keep on coming. We’ve had great fun putting this range together –and, of course, quite a few pranks were played along the way.

When I was a youngster, I started out as a demonstrator in Hamleys. I then got the opportunity to work Toy Fair one January and perform magic for the kids who were judging products for Toy Fair TV. Our products went down a storm and they gave me a 10 out of 10 every time. I was very happy, but I’m not sure the person who had to follow me was.

Jason McKenzie - Sales director, Paper Engine

We’re most looking forward to showcasing our new licensed BYO kits at London Toy Fair. These have been developed in partnership with Aardman and build on the success of our first range of Wallace & Gromit kits. We’re incredibly proud of what we have created together.

Our Wallace & Gromit Rocket won the Toy Fair Hero Award in 2023, featured on ITV’s This Morning show shortly afterwards and has since gone on to win multiple awards. We’re excited to see what is in store for our new kits. There are two fantastic kits joining our Wallace & Gromit range – Wallace’s much-loved loyal sidekick, Gromit, and criminal mastermind, Feathers McGraw. The mechanics of these innovative kits are cracking fun, and each is made from sustainable cardboard and paper.

Outside of showcasing new products and making new connections, I think one of my fondest memories would have to be winning the Best Designed Stan’ award in 2022. Our clever paper engineers designed and made our stand entirely from cardboard: we even had built-in cupboards for storage. It was a proud moment for the team as newcomers to the industry, and it was also amazing to be commended at Toy Fair for our eco-credentials. We’re excited to return in 2024 with a new innovative, sustainable stand design that will offer visitors a fun and engaging experience at the show.

Rory Kelly - Senior Sales Director U.K & Eire, Hatchette Boardgames

For me, my favourite has got to be Pac-Man. We have been looking forward to getting our hands on this product for what has felt like forever, so to have it live and ready to demo is going to be so much fun to share with our buyers.

This is Toy Fair number 10 for me, and there have been so many memories with amazing companies.

Launching Happy Salmon with Coiledspring Games is a particular highlight, but for me personally, launching my own company in 2018, being given that space and opportunity as a new toy business, is something I will be forever grateful to Toy Fair for.

Scott Eden - Design director, Wilton Bradley

Among the standout products we are looking forward to showing, my top pick is the Mi-Mic Live Vlogging kit. This award winning pocket-sized vlogging kit allows young creators to capture their best moments in a higher quality was the Winner of the Tech category in the Big Christmas Wish List at this year's Big Christmas Press Show. It has also been shortlisted for the Nuremberg Toy Awards in the Teenager and Adults (10+ years) category, so we’re very proud of it. Toy Fair attendees can see hands-on demonstrations and engage with the team behind these innovations, which not only showcase the latest advancements in toy technology, but also emphasise the importance of fostering creativity, exploration and joy in the lives of children.

My fondest moments are from special guest appearances on our stand. Firstly, there were two Yo Yo World Champions performing demonstrations on display plinths – and one successfully broke the Guinness World record live on the stand. The second was when Nadia Hussain visited the stand to endorse her Bake Me a Story cooking ranges and closed off the aisles for an hour. We won’t mention when one of our staff might have fallen off a Hover Board into the Lay-Z-Spa hot tub…

Ashley Holman - Managing director, ToyTopic

We will be introducing Cubezzz at the show, which is a highlight for the company as its our very first in-house developed brand. It’s an exciting collectible plush concept that has some of the biggest licensed brands within it. We have already had strong retailer support ahead of its launch in spring 2024.

Our fondest memory takes us back to London Toy Fair 2022, which was the very first year ToyTopic exhibited. We’d just launched and pulled everything together very last minute, but the response we got from everyone as a new business was phenomenal.

Ruby Sheldon - Managing director, Slime Party

We are thrilled to be a part of the London Toy Fair. This year marks our first time exhibiting at the show, and we couldn't have chosen a better occasion to launch our brandnew collection of sensory putties, the Putty Pals. The anticipation is building as we prepare to showcase our range in front of a diverse audience of toy industry professionals. It's an incredible opportunity to connect with retailers, both new and familiar, and to share our passion for innovative and engaging toys.

As a self-proclaimed toy fanatic, I am personally looking forward to immersing myself in the vibrant atmosphere of the London Toy Fair. It's a chance to not only present our own creations, but also to explore the incredible offerings from other brands. If you're attending the show, we can't wait to meet you and share our excitement. We’re so looking forward to being part of this incredible event, which hopefully will be the first of many to come.

Steve Asbey - UK Sales director, Cheatwell Games

It's with much excitement at Cheatwell Towers that we are looking forward to showcasing our new eco-friendly Cobble Hill jigsaw puzzle collection at the London Toy Fair. There are over eighty 1,000-piece puzzles and twenty 500-piece puzzles, across 13 different themes, making each set very collectable. We’re sure that our customers will be highly impressed by the quality of these puzzles. Made in America, they are manufactured using thick blue board, have a linen finish and feature a random cut.

My funniest memory of Toy Fair took place on the Waddingtons stand back in about 1993. We were launching a game called Dark World which was a fantasywarrior type game to rival Hero Quest by Hasbro. As was the norm back in the day, we had a demonstrator, very fit and muscly and dressed in not much more than a loincloth. He had a dark and mysterious booth which you entered and where he would act all warrior-like and demonstrate the game. One late afternoon near closing time, our Irish agent, the wonderful Ian McIlroy, was walking around the stand and the demonstrator decided that it would be funny to jump out and scare him as he approached the booth. He told a few of us to watch and see what his reaction would be. Ian was so startled that, without thinking, he spun around and punched the guy right in the face! The demonstrator was shaken but he wasn’t hurt, and fortunately, he saw the funny side. Life lesson learnt for me is to never mess with the Irish…

Andrew Brown - Marketing director, Northern Europe - Cartamundi

I’m looking forward to showcasing our re-launched Shuffle range which will be debuting this year. Our 2024 collection is a true celebration of creativity and innovation in gaming. We've revisited classics, infusing them with fresh twists and new challenges. Alongside these, you'll discover entirely new games including the hotly anticipated new Surrounded By Idiots. Shuffle's commitment to quality and entertainment shines through in every game. Whether you're a strategy guru, a trivia whizz or just love a good old family game night, our catalogue has something for everyone.

One of my first Toy Fair memories is not the dazzling array of toys, but a forgotten pair of shoes. In a last-minute scramble, I borrowed a colleague's pointed shoes, so sharp they could have been James Bond's weapon of choice. Navigating the fair in these shoes turned every step into a slapstick routine. Despite the mishaps, the show was fantastic and left me with a memorable lesson: always pack your shoes first, and perhaps, keep a pair of clown shoes handy for emergencies.

Ranson Ma - Business operation manager, Smart Zone

At the 2024 London Toy Fair, Smart Zone will be proudly showcasing its number one best-selling brand for the last several years: the Mighty Wheels line of toy construction vehicles. The reason for our decision to present Mighty Wheels as the principally promoted range is quite simple. Although Mighty Wheels has been sold and marketed for more than thirty years in both the UK and internationally, it has only been within the last few years - and under Smart Zone's guidance - that this line has emerged to become a full-scale brand that is gaining sales and market share wherever it is sold and promoted.

There are lots of remarkable memories and it is quite difficult to choose just one; I have enjoyed meeting up with friends and buyers in the industry every year, and I hope to have many more memories to come in 2024 and beyond.

Mike Lynch - Senior Brand manager, VTech

In 2024, we're introducing more than 70 new items at Toy Fair, featuring exciting additions to our main collections, including VTech Baby, Kidizoom, Toot-Toot Drivers, Switch & Go Dinos, Marble Rush and more.

I'm particularly looking forward to showcasing the Toot-Toot Drivers range. Since its launch, Toot-Toot Drivers has evolved into a well-known household brand that consistently brings innovation year after year.

My fondest memory is of Toy Fair 2018, when we were finally able to showcase LeapFrog products alongside the Vtech range. It was a great feeling to be able to have two well-established, market leading brands under one roof at such an iconic trade event, and the reception was fantastic.

Felipe Noriega - Vice president, YuMe Toys

Picking a favourite launch is tough, almost like picking a favourite child, but I'm excited about our new Squid Game range, in particular the Surprise Piggy Bank Capsules. Our creative team has packed the product with lots of cool features and Easter eggs from the smash hit Netflix show. The items are designed to let consumers relive the excitement of the original story every time they open a capsule. We'll be launching it to coincide with Season 2’s premiere on Netflix later in 2024 and buyers worldwide are already sharing our excitement.

My fondest memory is from five years ago. I think it’s fair to say that we are known for our speed to market and our first excursion to Kensington was the embodiment of this. We had signed our first licensing deal with a major entertainment studio in November, becoming their global plush toy partner, and by January, we were eager to display our new product line at the London Toy Fair – though by that point, there were no available booths to found. So, we decided to rent a suite at the Hilton across the street, doing whatever it took to build our early business network. The effort paid off: within six months, we had distribution partners in several key markets including the UK.

Of course, we’re delighted that we’ve now secured a stand at Toy Fair itself and can take part in the event alongside everyone else. We always knew we had to be there - it just took us a little longer than expected.

Max Nelson - Sales director, Heathside

We are especially excited to present the Deddy Bears range. Heathside will be showcasing action figures, dig kits, squish, hangers and more. The fantastic style of the range has already generated a great reaction during initial conversations.

Deddy Bears has really burst onto the scene, and we are delighted that there’s already a massive hype around it; having it on our roster is a great addition.

There isn't one specific memory that stands out among the many over the years, but for me, London Toy Fair highlights the incredible journey of Heathside's evolution over time. The Toy Fair has become a witness to the changing landscape of our industry and each January, everyone comes together with so much energy and passion for the year ahead - the atmosphere is amazing. Every Toy Fair has become a new chapter in the evolving story of our brand and this upcoming fair will be no different. We can't wait to see what unfolds.

Lewis Finch - Sales director, Baby Republic

Baby Republic will be showcasing a variety of products and ranges at London Toy Fair. I don’t think I could possibly name a favourite. It’s impossible to single any one out, as they are all new and great, and I’m looking forward to seeing the trade’s reaction.

I have lots of fond memories, thinking back about past Toy Fairs. I would have to say my favourite moment would be when we heard we had won the Best Designed Shell Scheme Stand a few years ago for The Elf on the Shelf. That was a very proud moment, and it’s always great to have your efforts rewarded.

John Briggs - Commercial director, Canal Toys

The product line that I am most excited to showcase at this year’s London Toy Fair is our Sugary Crush range, new for AW 24. The range is made up of assorted SKUs and sits under our already successful So Slime brand. Users can mix, create and decorate milkshakes, doughnuts, cakes and other sweet treats, which they can keep or crush to create their own bespoke compound. These have uniquely satisfying sensations and varied textures.

In what has been 20 plus years attending London Toy Fair, various things make me smile: the double decker stands for the ubiquitous drinks and nibbles, the last-minute sales meetings to try and finalise the ‘specials or exclusives’, the secret locked room under NDA on some stands with more bouncers than a nightclub, the old-school, black-tie Award nights - and guessing who would still be OK the following morning. Then there’s the queue mingling on the morning of the first day, waiting for the doors to open and feeling the excitement and positivity for the coming days, the show walkarounds (when and if you can spare the time) to see what’s going on, the conversations in the aisles and the amazing feeling of the return after Covid, which was embraced and hugely successful after the hiatus forced onto us.

John Styring - CEO, Curious Universe

The product I’m most excited to be showcasing at Toy Fair has to be Crystalverse. We had lots of fun bringing this IP to the market. This past October, Hobbycraft hosted the launch of Crystalverse, with social media and YouTube personality Harlow Luna White in attendance. It was a fantastic way to kick off our marketing programme for the brand and proved to be a perfect launch partnership so kids could get hands on with the range. This was just the beginning for Crystalverse, and the team at Curious Universe and I can’t wait to share our expansion plans for 2024 at the fair.

With last year being Curious Universe’s first time attending the fair, our debut has got to be my favourite memory. It was brilliant to attend and showcase our products within the space. Toy Fair was very exciting for the team and as the company grows, we can’t wait for even more excitement at this year’s fair.

Lindsay Hardy - Marketing director, Trends UK

We are very excited to introduce a new range from The Official Stomp Rocket. It’s the market-leading foam toy rocket launcher, with over 30 years of experience, and we will have a fantastic new range available, including a very exciting space-themed licensed launch, which we will showcase at Toy Fair. Our range will include best-selling sets and refills at family-friendly prices, plus the new super high-performance Stomp Rocket X-treme Rocket. There may not be many who would remember this, but the furore when, during my time at Tomy UK, we launched Barcode Battler in 1993 was extraordinary. There were TV crews and media types all over our stand and the coverage was phenomenal. Some media speculation suggested that somehow this game gadget was capable of driving children to make their parents buy really expensive goods to gain access to more powerful barcodes, which was, of course, complete nonsense. A basic understanding of how a barcode number is derived could prove that it’s not possible to muck about with a product barcode. Plus, what makes a powerful barcode wasn’t discernible just by looking at it. The majority of the coverage at Toy Fair was really positive, but it was so bizarre dealing with this media frenzy and hullabaloo. Was it worth all the fuss? I’m not sure but it was one heck of a Toy Fair.

Maddi Tiscoe - Head of marketing, Moose

I’m most looking forward to showcasing BioMites, our new pocket-sized collectibles range from the world of Beast Lab, an impactful DreamToy brand we launched at the end of 2023. I love how we’ve incorporated empowerment play even at micro size. BioMites will be launching from late SS24 and will offer low to mid-entry price points to the Beast Lab brand, which will be a welcome extension for a wide range of retailers.

My fondest memory is from last year’s London Toy Fair, where our Little Live Pets Mama Surprise product won the Most Innovative Toy of the Year’accolade. It summarised everything we’ve been working towards as a company, and was a fantastic achievement for a toy which our product team based in the Cornwall office had a huge part to play in.

Julia Minchin - Founder, Hippychick

The team at Hippychick and I are most looking forward to showcasing Crocodile Creek’s diverse range of puzzles, playballs and creative art sets at this year’s Toy Fair. The vibrant and engaging themes and packaging make this lovely US brand stand out in the ultra-competitive toy market. Crocodile Creek offers that unique combination of entertainment and education that resonates with both children and parents alike.

My father had a wooden toy business called Tiger Toys, and I remember him saying his stand was built over a huge swimming pool when Toy Fair used to be at Earls Court. As children, we were worried he might fall in. He also used to come back from Toy Fair with very realistic cuddly toys for us, so we always looked forward to it every year.

Elliott Peckett - Director, Smiffys

We’re looking forward to showcasing our new Trolls Band Together costume and wig at The Toy Fair. This is an exciting new licence we’ve added to our portfolio and London Toy Fair is the perfect place to launch our debut Trolls range, amidst the hype of the latest film launch. The Trolls are pop culture icons known globally, and we’re delighted to have Poppy, Branch and the Crew as part of our range.

Smiffys returned to London Toy Fair in 2023 after a hiatus of many years. We may have been new to the show last year, but we were welcomed back with open arms. All the staff at the BTHA were more than helpful with any queries we had as we got used to our new surroundings. The standout memory from last year was the friendly atmosphere of the show, all the new friends and customers we met across the 3 days – and of course the character parade!

Leanne Perry - UK account manager, Brainstorm

Brainstorm has a really fun new range launching at Toy Fair and it’s something a little different for us. Water Art combines creativity and sensory elements and it’s instantly recognisable as a viral craze. Children can use special water markers to draw onto a spoon, then place it in water and watch the images float away. There will be three initial sets, plus an additional themed pack with stencils, launching at the show.

I love Toy Fair and 2024 will be my 10th show. It’s such a supportive, fun environment and because we are such a tightknit team, we always have a great few days together. I had my photo taken with Anna Williamson from Toy Fair TV at last year’s show; I am a huge fan of her podcasts, so I ran over to say how much I loved her show. It was a real fan girl moment and nothing to do with toys. She was really lovely, and I am sure I am not the only fan who stopped her for a pic.

Gray Richmond - Managing director, Maped Helix

We are really excited to launch our new Maped Creativ Animaker Studio range at this years’ show. We can’t wait to showcase and demonstrate these products, which are brand new concepts and exciting additions to our range for 2024. The Animaker range allows 6–12-year-olds to create their own animations. Each set includes everything needed to decorate and complete the storyboards included, or users can create their own, ready to transform into real cartoons using the free Animaker app. They can share them with friends and family and choose from three different themes.

I haven’t attended Toy Fair now since 2015, so I am having to go back in my archives a bit, but I think one of my favourite memories was when I worked with Jumbo. We had Peter Shilton on the stand for the launch of a range of collectibles called Soccer Suckers. We set up a goal on the stand and got to take penalties against the former England keeper, which was great fun and lots of laughs. He did mention Maradona a lot though! I’m really looking forward to being back after so long.

Hannah Cornish - National account manager, Big Potato

I'm looking forward to having the final version of Dumb Questions To Ask Your Friends with us on the Toy Fair stand. We play this in the office, and it's so funny hearing everyone's answers and watching one person guess the question. If you like ‘how well do you know your friends’ games, then you'll love this new twist on the genre. One player can’t see the dumb question but gets to hear all their friends’ answers. They then have to work out what the question was from a choice of five. The player must rank each question from least likely to most likely, and might end up backing a question they later come to regret. It's great fun and always ends with lots of laughs.

My fondest memory is probably my first Toy Fair with Big Potato after I had been away from the toy industry for a while. The industry is quite a small community, so it was great to see some of the people I used to work with again from the international side and see how everyone was doing.

Lynette Leet - Marketing manager, John Adams

We’re so excited to be reintroducing the Zhu Zhu Pets range in the UK and Ireland. Zhu Zhu Pets took the world by storm 15 years ago and now they’ve returned in a new aquatic form. The original interactive pets without the mess are back with a big splash, in the Zhu Zhu Aquarium. The Gen Zhu appeal is going strong on TikTok, with nostalgia from the noughties really growing in popularity. We can’t wait to launch the Zhu Zhu Aquarium and celebrate this iconic brand to new and existing ‘fins’ in the UK (sorry!) with disruptive marketing, influencer and PR plans to really make some waves.

The launch of Silly Sausage in 2016 was super memorable. We had a life-sized Silly Sausage costume character greeting guests on our Toy Fair stand and in the character parade, which got people talking and taking photos and selfies. It kickstarted a year of sausage mayhem with lots of activity, including coverage in national press, making it onto the Top 12 DreamToys list and a character meet and greet in central London. Silly Sausage, to this day, continues to be one of our bestselling games in the family category and has become a classic amongst competitive families.

Mary Wood - Managing director, Tomy

I am looking forward to showcasing AirToobz, from our Fatbrain range, at London Toy Fair. AirToobz is flying in the US, so we can’t wait to launch in the UK and across Europe in 2024.

My fondest Toy Fair memory has to be my very first one when I joined Mattel and entered the industry. I still remember the smell of the freshly printed catalogue and the excitement of seeing all the products set out on the stand. I had no idea then that the toy industry would capture me in the way that it did, and that I would still be a part of such an amazing industry so many years later, having made so many very firm friends along the way.

Phil Hooper - Managing director, Epoch Making Toys

The Sylvanian Families Nursery theme for spring 2024 has received incredible feedback from previews so far. The new styling brings a pop of colour to the Sylvanian world and with a range of price points, any child can build their dream nursery.  We are also excited to launch our new activities brand Pati-School, which takes the on-trend theme of food decoration to a new level.

My first Toy Fair in 1997 was shortly after I joined the industry as a brand manager for Mattel.  I don’t think anything had quite prepared me for the scale and duration of the fair, which ran for longer than it does today.  Having my birthday fall within the Toy Fair week means that I’ve received all manner of toy branded cakes, some of which I’ve actually shared.

Jonatan Olander - Sales manager, Waboba

Waboba will be showcasing a number of new ranges this year at London Toy Fair. Although I am really excited for them all, I am most looking forward to Flungle, our new Bocce-like game. It’s Bocce with a tail; the set comes with a flying Tailball target and six balls for a simple 2-6 player game that’s enormous fun. Players can take it anywhere, it’s suitable for the beach, the garden or even indoors and I believe that it will be a huge seller next year for Waboba. I can’t wait for buyers to see it.

This is Waboba’s first time exhibiting in London, and my own, so I don’t have any memories to share yet, but I’m really looking forward to the event and creating new memories throughout the week.

Graeme Hargreaves - Managing director, BTL Diffusion UK

This is our first year exhibiting at London Toy Fair and we are extremely excited to launch some fantastic European brands into the UK toy market.

One brand that we are particularly excited to introduce is Flipetz evolving plush. We believe Flipetz is a completely unique concept being introduced to the market. We are launching this brand in March 2024 and so far, the feedback has been phenomenal across all channels. We’re really looking forward to showcasing it at this year’s Toy Fair and seeing what even more retailers think about it.

Buyers can also find Cloud B, Little Big Friends and Les Ptipotos ranges on our stand, so it’s well worth a visit to find something new and fresh for their stores.