2022
Special Feature
Review
Nice to see you,
to see you nice Well – wasn’t it nice to be back at Toy Fair? Last year just didn’t feel the same following the understandable cancellation of this (usually) unmissable show, which in 2021 was one of many that fell victim to the impacts of Covid. Having recovered from an exceptionally busy three days, Toy World takes a look at Toy Fair’s hugely successful return to the trade show calendar and finds out from attendees what made it such a hit.
T
oy World readers who frequent LinkedIn will know that towards the end of January, their feed was completely taken over by posts about Toy Fair: who was going, the companies that were showing, the products people were most excited to see. It was a daily deluge of posts from giddy kidults just clearly over the moon to be back at one of Europe’s greatest toy trade events. This year’s overhaul to the usual floorplan, necessitated by comprehensive (and largely unnoticeable) redevelopment works to Olympia, appeared to be quickly accepted by all. Indeed, the Toy World stand, situated between the two halls on the ground floor, has never been busier – thanks to all those that stopped by to say hello to Anita or anyone else from the team who happened to be there at the same time. Majen Immink, director of Fairs & Special Events at the British Toy and Hobby Association, told Toy World: “It was fantastic to open the doors at Toy Fair 2022 and welcome back the industry after not being able to have a show in 2021. Providing a platform for suppliers and buyers to do business in person once again, all under one roof, and to get hands-on with the new product launches was invaluable. There was a great buzz of positivity around the show, kickstarting business for the industry in 2022 and we hope this carries on throughout the year for the toy industry. I’d like to say a big thank you to all participants who attended the show for their ongoing support of Toy Fair. Without the support and demand from the industry for Toy Fair to go ahead,
it just wouldn’t have been possible to put on such a successful show. Congratulations and thanks to our exhibitors who were patient and supportive in light of the ever-changing government guidance and adapted accordingly in line with the rules around Health and Safety.” Majen added: “We are receptive to all feedback which we welcome with a view to continually evolving and improving the experience for all participants and we look forward to welcoming the industry back again in 2023, with exhibitor applications opening at the end of March.” While visitors were throwing themselves into meetings with exhibitors, Day 1 of the show saw the 23 winners of the 2022 Toy Fair Hero Toys awards unveiled. Viewed by many as a barometer for what themes will be fashionable in the year ahead, the winners spanned a selection of popular licences, including Spider-Man, CoComelon and Hey Duggee, products that represent family play, and STEM toys, from household names to first time exhibitors. “Despite challenges in 2021, this year’s list of Toy Fair’s Hero Toys represents the creativity and continued commitment to innovation by the toy industry to enhance children’s play experiences,” commented Rebecca Deeming, Public Relations & Events manager for the BTHA. “The competition for selection has been strong, and the list is filled with the potential biggest sellers for 2022. While many themes are represented across the 23 winners, educational toys are clearly
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TOY FAIR HEROES 2022 Bladez Toyz
1:10 R/C Gotham City Racer
Bandai UK
Tamagotchi 25th Anniversary Edition
Character Options
SpyBots T.R.I.P
Epoch Making Toys
Pony’s Stylish Hair salon
Flair GP
Unique Eyes
Gibsons
Troopers on Tour
Golden Bear
Hey Duggee Transforming Space Rocket
John Adams Leisure
Monster Mash
Just Play
CoComelon Learning Adventure Bus
MV Sports & Leisure
Spider-man 6v Web Slinger Lights and Sounds Mini Quad
Paper Engine
Build Your Own Pinball Machine
Posh Paws International
Sesame Street Talking Cookie Monster Feature Plush
Skyrocket Toys UK
Mega Chomp
Smart Toys & Games
SmartMax Roboflex
Simba Smoby Toys UK
B-Kind Eco Dolls
Tactic Games UK
EscapeRun Alcatraz
Tree Toys UK
Medical Science
University Games
Tom Gates Monster Games Compendium
Vivid Goliath Group
Recyclings Collector Cap Pack (CDU)
VTech Electronics
Busy Musical Bee
Winning Moves
Peaky Blinders Risk Board Game
TKC Sales
Stomp Racer
Wow! Stuff
Peppa Pig Clever Plane
