Special Feature - Toy Fair Review

Toy World looks back on London Toy Fair

The UK’s biggest and best trade fair dedicated to the colourful, exciting and fast-paced world of Toys & Games, returned to Olympia London from 21st-23rd January 2025. The show once again brought together suppliers, distributors, buyers and service providers for three days of networking, product presentations, and, of course, getting hands on with the biggest and best toy and game launches of the year. Toy World looks back on another successful show.

The end of January saw Olympia London once again host Toy Fair, the British Toy & Hobby Association’s annual Toy & Games trade fair.

The show certainly didn’t disappoint. As is now traditional, Press Day kicked off with a briefing given by Kerri Atherton, head of Public Affairs at the BTHA, Circana’s Mel Symonds and Retail PR’s Courtney Rogers, before Anna Williamson of Toy Fair TV hosted the official Toy Fair Hero Toys ceremony in front of a crowd of media representatives and journalists. Congratulations to all those who picked up one of the awards, which were proudly displayed on the winners’ stands for the rest of the show. A full list of this year’s Hero Toys can be found overleaf.

Simone Inskip, Marketing manager at Casdon, was one of those keen to celebrate a win, commenting: “We’re thrilled with the news that the new Build-A-Bear Stuffing Station has been named as one of the Hero Toys at this year’s Toy Fair, it’s such amazing news and a testament to the pairing of this household name and Casdon. We’ve got so much to look forward to this year with an incredibly strong portfolio of new licences joining the Casdon family.”

Those gathered for the press briefing and ribbon-cutting included the BBC and the Guardian’s Zoe Wood, who told Toy World she was keen to discover what was new and trending in toys this year. Hot talking points at the briefing included capybaras, Formula 1, blockbuster movies, micro collectibles, football and more, which gave attending journalists plenty of food for thought.

“The standout moment this year was how engaged the media were in relation to the industry data and insights into toys under £15. It was a record year for questions from the media during the VIP press morning briefing, hosted by the BTHA and Circana, leading to some great coverage coming out of the show in The Times, The Guardian, The Mirror, The Sun, Daily Star, The Observer and many more. The team also secured broadcast interviews with multiple BBC Regions radio stations, Radio X and ITV News regional.”

Out on the show floor, there was a palpable feeling of excitement and optimism for 2025 as the show got underway. It’s no secret that 2024 was a challenging year for many, but by all accounts, this year has got off to a strong start – sales in the first two weeks of the year were up +7%, according to Circana – and there was certainly no shortage of new products to see across the three days. Many suppliers are still playing it safe by launching extensions to existing best-sellers rather than taking a gamble on untried and untested new lines. That’s not to say Toy Fair was entirely bereft of such things: a special mention must go to Nick Harman, whose Randimals plush and book range got tongues wagging.

Another newcomer to the show was My Creative Box, which joined specialist magnetic construction toy specialist Connetix on the stand this year. The company makes thoughtfully curated arts & crafts/activity boxes with an educational twist, thanks to founder and MD Leanne Papadopoulos’ background in child development and the input of child speech and language experts. Leanne told Toy World: “Toy Fair is the first time we’ve had any brand presence in the UK, and we’ve been lucky enough to meet lots of prospective retailers. I can’t wait to follow up on all the lead’s we’ve generated at the show and, hopefully, see My Creative Box at retail over here soon. It’s been so worthwhile attending the show; it’s always worthwhile giving your brand a presence in new markets and I’m thrilled to be here.”

Exhibiting just next door to Connetix and My Creative Box was KAP Toys. MD Nat Southworth was joined this year by a very special colleague – his son, Zachary, who seemed to be thoroughly enjoying his immersion into the Toys & Games industry alongside his dad. Nat told us: “Toy Fair is always a critical part of our selling calendar and 2025 didn’t disappoint with a very strong reaction to KAP Toys’ ranges. We pour our heart and soul into finding fantastic products and this year’s unveiling of the Creativity For Kids line was a highlight. Demonstrating these sensory products and watching even the most experienced buyer go “wow!”, was a very special moment.”

The Best Stand Awards were handed out in the middle of press day. Toy World’s Gabriela Jimenez-Garcia was lucky enough to accompany the British Toy & Hobby Association‘s director of Fairs and Events, Majen Immink, as she personally delivered the awards to each winning stand: Little Pledgers, Little Dutch and Tokidoki. Many thanks to the BTHA for inviting Toy World along for the ride once again; although Press Day is usually our busiest, we’ll always make the time to celebrate the achievements of others and would like to offer our congratulations to the three winners.

The 60th Toy Industry Awards, meanwhile, took place on the evening of the opening day. In addition to all the usual accolades, which saw Wow! Stuff, Smyths and Spin Master Toys UK take home Toy of the Year, Toy Retailer of the Year and Supplier of the Year, respectively, the BTHA and Toy Retailers Association (TRA) also handed out special awards on the night. In his congratulatory speech, Geoff Sheffield, chairman of the TRA, revealed something of a spoiler regarding the recipient, announcing that he required a prop before donning a scarf in an affectionate nod to Alan Simpson’s trademark accessory. It was a lovely (and very funny) moment which highlighted the genuine friendship and respect at the heart of the industry.

It was also fantastic to see the Wow! Stuff team take to the stage to collect the award for the RealFX Puppetronic Stitch, marking the first year in many that Toy of the Year hasn’t gone to one of the bigger industry players. We actually ended up having dinner in the same restaurant as Richard North and his team that night, and you could tell how much the win meant to them. (Also, thanks for the bottle of ice-cold champagne that mysteriously found its way to our table… that’s what you call sharing the joy.)

While the second day of the fair, which kicked off with the hugely informative Circana Breakfast Briefing, may have seemed quieter in terms of numbers, almost all clients we spoke to reported punctual and productive meetings with buyers and distributors from all corners of the industry. If there was a lull in proceedings between 2-4pm, pin the blame on Target Darts, whose appearance from teenage darts sensation and 2025 PDC World Champion Luke Littler drew an enormous crowd. Target’s Trade Marketing manager, Paul Dearlove, told Toy World’s Rachael Simpson-Jones that he’d been absolutely blown away by the turnout to see Luke, as well as by the reception to the company’s product range.

“What’s been particularly rewarding is that while our Target Darts range isn’t ‘core’ toy, big retailers and nationals are telling us they see and understand its value to the industry, and how it complements the Sports and Games categories, and will be working to find space for it in their stores,” he explained. “When Jamie [Tank, Toy Sales manager] and I joined Target in 2024, we were keen to simply give darts a fair shot within the Toy industry and see how it went. Never could we have predicted the level of interest we’ve received. Having Luke here has been unbelievable. It’s been an incredible Toy Fair.”

Other celeb appearances included Dragon’s Den star Touker Suleyman, who spent some time hanging out with the Mood Bears costume characters at Hunter Price’s stand; Stephen Mulhern, who returned to show off the latest slew of games based on his hit TV shows; radio DJ turned games designer Matt Edmondson, who invited visitors to enjoy some of Format Games’ best-sellers on the Asmodee stand; and Armani and Lisa from hit gameshow The Traitors, who reunited on Vivid Goliath’s stand to promote the company’s licensed boardgame.

Chloe Burrowes, Marketing controller at Goliath Games, commented: “We’re delighted by the incredible response to The Traitors Official Board Game. Having Armani and Lisa join us at the Toy Fair was a fantastic way to celebrate its success. The TV show’s devoted fanbase has embraced the board game, allowing people to replicate the experience at home, which captures all the strategy and suspense of the series.”

Other special events and activities included a 20th anniversary celebration for Asmodee’s Barry John, and Rainbow Designs’ and Funko’s popular drinks receptions, which were both very well attended. A successful evening was also hosted by The Fence Club on the Wednesday night, with guests taking part in a raffle to add to the organisation’s sterling fundraising efforts.

And on Lego’s stand, pre-school favourite Bluey enjoyed a special moment with the construction specialist’s costume character Benny (whom many will know from The Lego Movie). Kuran Sharma, head of Marketing for the Lego Group, told us: "It was fantastic to see all of our partners at Toy Fair London. A standout moment was definitely when Benny met Bluey for a memorable photo opportunity at our stand. Additionally, the showcase of our brand-new line up of Formula 1 Lego sets received an overwhelmingly positive reaction from all our visitors."

Bluey was also well-represented by Moose Toys this year, with the company’s superb range of licensed toys and games taking up a significant part of the Moose Stand. (The character also took pride of place on its delicious cupcakes.)

“London Toy Fair 2025 was a fantastic showcase for our team, providing an incredible opportunity to connect with retail partners, licensors and industry friends while unveiling our exciting lineup for the year ahead,” said Logan Stone, vice president Marketing and Brand Strategy (UK & EU) at Moose Toys. “One of the standout moments for us was bringing the 2025 world of Bluey to life for visitors with an immersive food element on the stand - seeing the joy and engagement with the brand firsthand is always special, especially when Bluey makes an appearance herself!”

Logan added: “Our upcoming range of innovative products generated huge buzz, but the response to MrBeast Lab was particularly electric. Winning the Best New Property accolade was a proud moment, validating the excitement we’ve seen around this brand. It was amazing to witness the reactions to what we have in store across our portfolio, and we’re thrilled about what’s to come in 2025.”

Elsewhere, some suppliers ran special challenges that engaged visitors in unique ways. “Toy Fair is more than just a trade show; it’s part of our heritage,” said Phil Cassidy, managing director of Casdon. “It’s where we’ve showcased our growth and innovation for decades and celebrated the legacy my grandad started back in 1946. We had lots of fun with the Toxic Waste range on our stand this year and almost ran out of the sweets by the end of the show. Turns out our visitors were very brave - many stepped up to the challenge of keeping a straight face. Even Toy Fair’s own TV presenter, Gavin Inskip, took part in the Casdon Toxic Waste challenge.”

The Toymaster Member’s Lounge was busy throughout the show, according to the buying group’s team, which provided its usual support and advice to members. Brian McLaughlin, Development manager, told Toy World: “It was a great three days at Toy Fair for Toymaster. Attendance from our members was up, and we were able to catch up with many of them and hear their thoughts on the opportunities and challenges that lie ahead for 2025. There were plenty of new products and ranges for them to get excited about and drive footfall. Toy Fair always gets us focused on the year ahead, and the team at the BTHA does a fantastic job pulling it all together.”

Of course, we can’t overlook the efforts of Toy Fair’s PR agency, Retail PR, which plays a huge part in organising the event, running the press office, keeping us all up to date on the latest news (and, for us press, well-fed). Courtney Rogers, managing director, Retail PR, told us: “We’re honoured to have completed our third successful show as Toy Fair’s PR agency. There was a vibrant energy in the press office, with everyone excited to connect and learn about key trends and products for 2025. Each year, we come back with renewed enthusiasm and the drive to deliver the best PR support for the show. We received positive feedback from exhibitors, that they felt that the calibre of media in attendance this year was improved, which is something we always strive to deliver.”

We can’t disagree; it was another wonderful show and we’re already looking forward to doing it all again in 2026. As always, huge thanks to the BTHA and to Retail PR for making Toy World feel so welcome and valued, and to all those clients who found time in their busy schedules to meet with one of the team. Also busy were the volunteers from Kids in Mind, Toy Fair’s new official charity partner, who collected a record-breaking number of products via the annual Trolley Dash which took place at the end of the show. An organisation dedicated to helping children who have been victims of abuse and forced to flee their homes in search of refuge, Kids in Mind received over 6,000 diverse toys and games from this year’s exhibitors, all of which will go directly to children experiencing a traumatic period in their young lives. The Trolley Dash is always a fitting way to bring the fair to a close, reflecting the generosity and joy-making at the heart of the industry, and it was lovely to see Kids in Mind so warmly received in its debut year at the show.

The BTHA also reported a fantastic response to the 2025 Toy Trust Media Auction, which raised £76,700 for children’s charities across the UK as toy companies bid on airtime, print and digital media slots donated by leading children’s and trade media channels.

Majen Immink, the director of Toy Fair, told Toy World she is hugely appreciative of the amount of feedback the BTHA has received off the back of the 2025 event, the vast majority of which has been extremely positive. “Visitor feedback is vital to ensuring we continue to stay on track and make improvements to the event,” she explains. “The Olympia redevelopments posed a real challenge this year when it came to putting together the 2025 floor plan, but by working closely with exhibitors we were pleased to accommodate a high number of returnees as well as many first timers.”

She adds: “The overall visitor footfall this year was on par with 2024, and we welcomed a cross section of retailers with UK buyer numbers up versus 2024. Many exhibitors have reported back that they saw the right people and that many successful meetings took place. Media and influencer presence was strong on days one and three respectively, and we also hosted a busy lunch for the inventor community on the final day.”

“With all the hard work going into planning pre-show, we always hope for a smooth few days on site and therefore it’s so rewarding to experience and watch a busy three days of business taking place, which is ultimately what we want to achieve. We will continue to strive to create the best platform for the industry to meet, connect and achieve success, and this can only be done by continuing to listen to all participants’ experiences throughout the process.”

Majen finishes: “All that’s left to say is that we very much look forward to welcoming the industry back to Olympia next year from 20th-22nd January 2026.”