Trade Talk - Toy Fair exhibitors reveal what they are hoping to achieve at the show

Trade talk

Calling all suppliers and distributors! We’d love to hear your views. Get in touch with Clare@lemapublishing.co.uk to have your say!

SARAH DAYUS

Sales Director Great Gizmos

With The Toy Fair round the corner, we ask a selection of exhibitors what products they are most excited about launching at the London event and what they are hoping to achieve at the show

SCOTT EDEN

Which products are you most excited about launching at the show - and why?

We’re really excited to be expanding our Mould & Paint range again with new 3D kits. Mould & Paint 3D Dragons has everything included to mould and decorate two impressive dragon statues. The range allows kids to express themselves creatively and end up with something they can be proud to display.

What are you hoping to achieve at the show?

We’re really looking forward to seeing our customers face-to-face again and hoping to meet some new faces too. It will be great to have a physical space to showcase our new products and ranges.

What makes this show special for you?

We’ve been exhibiting at Toy Fair for as long as we can remember, so it will always be a show that’s close to our hearts. It’s particularly special as it’s purely focused on toys and our fantastic industry.

“We’ve been exhibiting at Toy Fair for as long as we can remember, so it will always be a show that’s close to our hearts”

Any top tips for visitors?

My biggest advice would be to book appointments rather than just ‘walk’ the show. Exhibitors get really busy, so it would be a shame for no one to be available to show you around the stand.

Product Director Wilton Bradley

Which product are you most excited about showcasing at Toy Fair?

We are excited to showcase our new product in our Playhouse brand: Waterwall. This water flow, gravity game is packed with limitless combinations for children to enjoy, with a different creation every time the pieces are moved. With a range of modular accessories included, kids can have fun creating their own water flows and seeing their problem-solving skills come to life as they pour water from the top. Made from quality sustainably sourced wood, this weather-resistant product can be used outdoors or indoors, thanks to the bucket, which catches the water when it reaches the bottom.

What are you hoping to achieve at the show?

We value the importance of retailers visiting our stand as “We are we will have lots of new, never-seen-before products launching being launched, as well as strong selling current ranges, which may be new to some retailers. 30 toy SKUs

Product development is continually important for this year” us here at Wilton Bradley. We are launching 30 toy SKUs this year, including new categories, new developments within ranges, and innovation.

We have so many new products for 2022 that we have taken an additional stand to sit alongside our main stand. This will be dedicated to our Xootz wheeled toys, so it will have all of the new scooters and the new electric vehicles, plus the award-winning Xootz officially licensed ride-ons.

SAM IRELAND

Operations Director Bigjigs Toys

Which product are you most excited about displaying at Toy Fair?

“I’m super excited to be relaunching the Schylling range in the UK”

While we have some super items in the Bigjigs range this year, I’m super excited to be relaunching the Schylling range in the UK from 2022. Schylling has an amazing range called Nee Doh, which will be awesome for us this year.

What are you hoping to achieve at the show?

Trade talk

Calling all suppliers and distributors! We’d love to hear your views. Get in touch with Clare@lemapublishing.co.uk to have your say!

STEVE ASBEY

UK Sales Manager Cheatwell Games

Which products are you most excited about launching at Toy Fair?

As many readers will know, we have gone from having a moderate profile in the games category to becoming a major supplier in just a few years. Many of our games are now top-selling items around the globe, and we believe our new game launches for 2022 will only enhance that growing reputation for quality and innovation. Our new titles include Sleuth, Zensu, Brain Ache and the brilliantly named PyschoBabble: a game of dreams, paranoia and insanity, which the

inventor will be demonstrating. As a psychotherapist, the demonstrator will guide players in a group discussion about their dreams via large myriorama cards, culminating in a decision about which player is genuinely insane. Our other demonstrator at the show will be playing the brilliant new children’s card game Snap Fit, so please don’t get the two muddled up…

What are you hoping “We have big boxes to achieve at the show?

full of captivating Apart from trying not to be too hung over, content, and the most important we would like to engage more hitherto reluctant buyers and show them that we have something for everyone, while proving ingredient: fun” to our existing customers that they are partnering with an innovative growing supplier. We have kids’ games, family games, party games, card games and puzzles… we have big boxes full of captivating content, and the most important ingredient: fun.

JO DRAGE

Sales Director Thames & Kosmos

Which product are you most excited about launching at Toy Fair?

We always launch our new catalogue at Toy Fair, and so it’s the general unveiling of what we will be releasing over the course of the whole year. We have a new robotic glove that launches missiles, which I’m very keen to show. What are you hoping to achieve at the show?

I’m really looking forward to seeing our existing customers and meeting some new ones, but we are also looking for some good reviewers for our science kits.

KERRIE CORRIGAN

General Manager, Coiledspring Games

Which products are you most excited about showcasing at Toy Fair?

We’re proud to carry an exclusive portfolio of games, puzzles and jigsaws from key partners including IELLO, Blue Orange, MindWare, NSV and more. The Coiledspring Heroes range will be front and centre at Toy Fair. These are fantastic lead titles that represent a snippet of our range. Wrebbit3D, which produces the sturdiest 3D puzzles “We missed on the market will be celebrating its 30th birthday in not being 2022, and our stand will be jam packed with display able to models including the popular Harry Potter collection, exhibit in with a new launch for 2022 in the Diagon Alley 2021 and are Collection: Gringotts Bank. From Schmidt Spiele, the leading German puzzle delighted to manufacturer, we have an extensive portfolio of be back” premium, six-star quality jigsaws that we are proud to be showcasing. Coming in 2022, we’ll be expanding our Schmidt Thomas Kinkade Disney range with two new puzzles, as well as adding exciting new licences such as Star Wars!

What are you hoping to achieve at the show?

We are looking forward to connecting with our retailers and industry colleagues. We missed not being able to exhibit in 2021 and are delighted to be back showcasing our products and talking customers through our range face-to-face. We traditionally launch our catalogue at Toy Fair, and we will be exhibiting on a brandnew, eye-catching stand that complements our brand and range of board games, jigsaws and puzzles. We’re looking forward to seeing you all there!

CHRISTINA AIKMAN

International Marketing Manager Mookie Toys

Which products are you most excited about launching at Toy Fair?

We have lots of exciting new products, from our own brands to the brands we work with. Silverlit’s evergreen brand, Robo Kombat, continues to sell well and will be expanding into 2022 with the release of Robo Kombat Mega: all the fun of the original Robo Kombat with interchangeable fists! We look forward to displaying the next phase of Biopod, with Biopod Battle, with new packaging and new creatures to collect.

Tybo continues to excite the inner fashion designer in all of us. We will launch the Tybo Dip & Dye - a bold marbling concept, which is the perfect way to elevate any accessories. Yulu has seen the successful launch of Happy Hamsters, a modular track game; and Jelly Sand, sand play to create colourful characters.

We will also be exhibiting Monkey See Monkey Poo and Taco Smash. Monkey See Monkey Poo is a humorous action game for players with exclusive poo-throwing abilities (and a bit of luck!). Taco Smash is a speedy action game that tests your reflexes and your competitive attitude. At our stand you will also be able to practice your sporting skills with Zing: a fun bow and arrows that now come with a Velcro target!

TP Toys will be displaying Active-Tots, our new range of indoor toys perfect for independent play designed on the principles and theories of pediatrician Emmi Pikler. Our TP Toys stand will also host our new Potting Benches: a space to give children their very own garden station where they can experience the joy of taking a seed and turning it into something beautiful.

“Tybo continues to excite the inner fashion designer in all of us”

What are you hoping to achieve at the show?

After spending so long behind our screens, it will be a great opportunity to meet retailers, buyers and customers face-to-face after not meeting for so long. The Toy Fair will be an important occasion for people to see our products in person rather than virtually.

KATE GIBSON

Managing Director Gibsons Which product are you most excited about launching at Toy Fair?

We are launching a very exciting new licence with Stormtrooper. Troopers on Tour is our new 1,000-piece jigsaw puzzle, which features cheeky Stormtroopers on holiday, posing in weird and wonderful locations around the world! It’s fun and quirky and should appeal to Stormtrooper and puzzles fans alike.

ALEXANDER SMITH

Managing Director Wotch Creations

Which product are you most excited about launching at Toy Fair?

Our Hexa-Plex puzzles - the perfect collectable item or gift. We’ve reinvented and reimagined traditional 2D puzzles for the 21st century. Unparalleled in its design, Hexa-Plex is an internationally patented system to transform the puzzle experience and level up your love of puzzles. These vibrant and elegant individually tailored puzzles enhance any room or desktop, becoming a truly treasured item that takes pride of place when put on display.

“We’ve reinvented and reimagined traditional 2D puzzles for the 21st century”

What are you hoping to achieve at the show?

We are hoping to engage with buyers to create a strong retailer network for our product ranges.

What are you hoping to achieve at the show?

We’ve very much missed Toy Fair, so our main objective is to catch up with customers and see them in person. But it’s also important for us to network and see industry contacts. Toy Fair is always the first opportunity “We are of the year for customers to launching see our new a very puzzles, games and gifts - and exciting new with a new stand location licence with this year, we’re Stormtrooper” excited to share what we’ve been working on. We hope to meet new customers and continue to build strong relationships for the future. We urge all to swing by our stand to say hello!

EEJAY ENYI

Sales Director Zimpli Kids

Trade talk

Calling all suppliers and distributors! We’d love to hear your views. Get in touch with Clare@lemapublishing.co.uk to have your say!

Which products are you most excited about displaying at Toy Fair?

Our Galaxy Slime play and Solar System Baff Bombz. Galaxy Slime play is brilliant for sensory play, aiding the development of three of the five senses: hearing, touch, and vision. Kids can get super creative and experimental with this product, adding different magical powders to create and change the colour of their slime while also enjoying a popping sensation. Our Solar System Baff Bombz are a great way to learn through play. Kids can have a colourful, fizzing bathtime adventure while learning about the wonders of outer space, with fact cards included.

What are you hoping to achieve at the show?

We’re hoping to reconnect with existing customers, after what has been an extremely difficult 18 months - both personally and, in some cases, for businesses. We’re also excited to show customers, old and new, all the new products that the team spent lockdown working on.

PAUL SCHAFFER

Managing Director, Plum Play

Which product are you most excited about displaying at Toy Fair?

We will be displaying a trampoline from our new junior print, lights and sounds collection. We are really excited to finally show off this innovation to our customers, after its launch last year. In true Plum Play fashion, it’s a really fun product and we’re sure this whole collection will be a winner with our customers.

“We’re really looking forward to connecting with customers that we’ve not had the pleasure of meeting yet or have not seen since before the pandemic”

What are you hoping to achieve at the show?

One of the most rewarding aspects of the show is being able to meet our customers in person. With the lockdowns, this has become even more of a rarity. We’re really looking forward to connecting with customers that we’ve not had the pleasure of meeting yet or have not seen since before the pandemic. And, as always, we will be looking for new and exciting opportunities for both Plum Play and our distribution brands.

JACK PROBYN

UK Marketing Manager, Winning Moves

Which product are you most excited about launching at Toy Fair?

Over the past 12 months, we’ve taken a look at our WHOT! card game brand and have been working hard to ensure the best licences fit the product. Well, now we think we’ve got it, and we can’t wait to share it at Toy Fair. The game we’re excited to display is Super Mario WHOT! This partnership not only combines analogue and digital gaming, but will also look fantastic on analogue and digital shelves. We can’t wait!

“The connectivity within the show is second to none and we look forward to welcoming customers both old and new onto our stand”

What are you hoping to achieve at the show?

More than anything else, having not seen one another for nearly two years, we’re excited to see our customers again. We can’t wait to hear what’s hot in their worlds, and to be able to show them what’s hot in ours. The connectivity within the show is second to none and we look forward to welcoming customers both old and new onto our stand.

ANTHONY MARKS

Managing Director Fanattik

Which product are you most excited about launching at Toy Fair?

“Our brands are iconic and multi-

We are super excited about generational, launching our Magic the Gathering with an army of range - the brand is so hot now fans already out - and that’s before the Netflix there hungry for series has even aired! We see this product”collection being as successful with retailers as our Yu-Gi-Oh! range, which was one of our biggest hits of 2021. Fanattik ranges will be available from Bliss Distribution (stand E100).

What are you hoping to achieve at the show?

Raising awareness of what Fanattik is all about. With the rise of kidult and collectables, we are hoping that toy retailers will realise that they don’t have to risk shelf space on the latest film release as our brands are iconic and multi-generational, with an army of fans already out there hungry for product. With our pre-order procedures, retailers only have to order what they have sold, so no risk for them.

STEVE FINCH

Director Boppi Which products are you most excited about displaying at Toy Fair?

The eco versions of our Halftoys. Everyone loves them but if we can produce a version made from a bamboo fibre or recycled plastic it would be fantastic. They are one of the most tactile toys I have ever felt and even adults use them as desk fidget toys. They tick so many boxes.

What are you hoping to achieve at the show?

To build a life away from online selling. We hope the trade shows in 2022 will be a springboard to that. From my point of view, it makes me so proud to see our products in a physical store. The buyers for independent stores have such a good eye for detail, so there is no greater compliment than when they choose to stock a Boppi product!

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