As UK Toy Fair opens its doors, Source chats to the BTHA and some exhibitors about what to expect.
The kick off to trade fair season for many, UK Toy Fair opens its doors today at London’s Olympia running until Thursday January 23.
The show sold out its exhibition space back in October, with over 260 companies taking their place on the showfloor including 40 new companies attending for the first time.
“Licensed toys are expected to be some of the most popular products of the year, with the hottest brands being featured by our exhibiting companies,” said Majen Immink, director of fairs and special events at the BTHA. “Playmobil, for example, will have brand new licences from studios like Warner Bros. and Universal.
“As well as the well-known mega licences, we are seeing an increase in bespoke and unique licensed products. One of our new exhibitors Craft Buddy – which will be at Toy Fair for the first time – produces a range of make-your-own crystal greeting cards. As part of the Crystal Art range, renowned fantasy artist Anne Stokes has licensed many of her designs to be used in the product.
“Also, Clementoni has teamed up with the Science Museum, offering a range of mechanical and robotic engineering kits for kids. Expect to see many more unique and creative licences this year.”
For FOCO UK – which is exhibiting in the show’s popular Greenhouse area – Toy Fair is a great way to meet your customer base and showcase product.
“We will be demonstrating our BRXLZ range of stadiums, mascots, club crests and footballs from all major clubs,” Gary Williamson, FOCO’s product manager, commented. “It’s a great event to go to; we have supported it for a number of years and will continue to do so. We have some great developments for BRXLZ – the products make great gifting items.”
Wild and Wolf, meanwhile, is one of the newcomers to Toy Fair and will be sharing its new licensed collection at the show, although it is keeping its powder dry on further details until then. Joelle Engolia, the company’s marketing manager, said: “Attending London Toy Fair for the first time is a significant step for us in our journey to establish both Ridley’s Games as an evergreen games brand and to further expand the reach of Petit Collage in the UK.
“We’ve made substantial progress in a very short amount of time since our initial AW18 Ridley’s own-IP launch and exhibiting at Toy Fair will be crucial in continuing that growth by opening doors to new buying avenues for Ridley’s within the toy and games sector.”