Feature - Autumn Fair Preview

Celebrating Autumn’s best

From first-time exhibitors to trend-led pavilions and immersive networking spaces, Autumn Fair 2025 returns to the NEC Birmingham from 7th–10th September with its most enriched and energising edition yet. Event director, Soraya Gadelrab, tells Toy World all about this year’s show.

Last year, the decision was made that Autumn Fair toy exhibitor stands would be mixed in with gift exhibitors on the show floor. What was the feedback like after the show?

The merge of Kids, Toys and Play exhibitors into the Gift edit has landed really well with exhibitors, who gave incredibly positive feedback on the number of new gift retailers they were seeing on their stands.

The new layout has brought a fresh, new feel to the show, allowing buyers to discover new products and suppliers amongst the stands that they would regularly visit to place orders. As a result, over 85% of children’s Gift exhibitors have rebooked. There’s been a flurry of new bookings in the last few weeks, as Autumn Fair is now the only show at this time of year for toy buyers.

It was announced that Autumn Fair will spotlight the power and profitability of licensing at this year’s event. Why is licensing important at retail (especially from a toy standpoint)?

Licensed products remain a resilient revenue driver in a challenging market. Retailers are looking for compelling brand stories and cross-category flexibility, and that’s exactly what many of our exhibitors will be showcasing this year. This is particularly strong in the toy sector with continuing growth and interest in big name licences such as Harry Potter, Marvel, Disney, Peter Rabbit, Paddington and Peppa Pig.

From a retailer and buyer perspective, licensed products come with built-in brand recognition which can boost sales and consumer trust, as well as helping to differentiate product offering. This is especially appealing to independent retailers looking to attract new business.

Autumn Fair has joined forces with SaveTheHighStreet.org this year to launch Retail Makeover Mission. How does this initiative aim to revitalise independent retail and act as a catalyst for high street regeneration across the UK?

The Retail Makeover Mission is a timely answer to the UK’s retail crisis and will drive awareness of the challenges facing indies across the UK. This isn’t just about helping a few shops; it’s about showing what’s possible when the industry comes together to support real businesses. Spring and Autumn Fair have been a staple of independent retail buying for years and are here to help the Great British High Street take its next step.

The nationwide competition will offer two independent shop owners a chance to transform their business ahead of retail’s peak season with a transformation package worth over £10,000 - and support from the amazing task team of retail experts. The transformation will be brought to life at Autumn Fair and every retailer who enters will get a free retail health check via SaveTheHighStreet.org’s Thriver platform. The two winning retailers will have three months of premium access to the platform, giving them ongoing support and resources.

All entrants will receive expert-created toolkits offering practical resources and guides developed by the specialist task team, covering everything from visual merchandising to customer retention strategies. Buyers can also book in for exclusive 1-2-1 Expert Appointments at Autumn Fair, giving direct access to industry-leading advice tailored to specific needs.

What else is new at the show this year that visitors and exhibitors can look forward to?

Besides being the largest showcase of Home, Gift and Fashion products to be discovered all under one roof, there are a number of must-visit pavilions, features and seminars to explore.

The popular and growing New Business Pavilions offer a dedicated platform for first-time exhibitors and small businesses. Situated across the show’s Home, Gift and Fashion sectors, this is a discovery zone for buyers on the hunt for something fresh and original.

The Gift of the Year Showcase returns with its displays of the most prestigious products in gifting. Visitors should stop by and discover many of our toy exhibitors set to become the next best-sellers.

We know buying is everyone’s top priority, but staying ahead in today’s fast-moving retail world takes more than simply sourcing great products. That’s why Autumn Fair 2025 is introducing a new content programme: short, practical sessions packed with real-world strategies to help buy smarter, sell better and future-proof businesses.

From low-budget marketing ideas to next-gen trends and creating unmissable in-store experiences, it’s content that works around visitors’ time, not the other way around.

Retail Corner is a hub for industry icon trend talks, trend forecast presentations and practical sessions. The mini stage will facilitate a myriad of sessions, from merchandising masterclasses to Pitch Live competitions.

Buyers Retreat is off the show floor and exclusively for buyers to unwind and regroup. Buyers will also be able to take part in daily guided tours and Retailer Social Workshops providing a unique mix of creative ideas and problem-solving for buyers.

Pitch Live @ Autumn Fair allows exhibitors to take the stage with their most innovative products, pitching to an esteemed panel of judges and a curious retail audience. The finalists will have the opportunity to enhance their brands awareness, gain invaluable feedback and possibly get a new listing.

All buyers also benefit from a buyer’s benefit package saving over £30 per day which includes free parking, complimentary tea, coffee and water and subsidised cloakrooms (£1 per item).

How can first time visitors make the most of their time at Autumn Fair?

Plan ahead. Firstly, get yourself registered via the Autumn Fair website (www.autumnfair.com) to secure your free ticket to the show. Once you are signed up, you will receive regular emails direct to keep you updated on the show and to help you plan your trip.

The website is packed full of information and helpful tips. First time visitors should plan their visit by making a list of key brands and products that they want to see. Check out the Exhibitor List and explore by Product Trails – whether you are looking for products that are kind to the planet, want to discover products made in the UK or licensed products, the dedicated trails are designed to help you find what you’re looking for faster.

We’ve also created a host of added-value perks designed to elevate your experience and add value for buyers. Renowned for its accessibility and buyer benefits, Autumn Fair is offering exclusive travel, accommodation and onsite hospitality benefits that make attending the show easier, more affordable and more rewarding than ever. Check out discounts with Avanti, Hilton and much more at www.autumnfair.com/attendee-benefits