The Toy Fair 2023 - Preview

If the content of this year’s huge Toy Fair preview is anything to go by, toy suppliers, manufacturers, distributors licensees, licensors and retailers alike are very much looking forward to the return of the UK’s leading toy trade show. Taking place from 24th – 26th January at its usual haunt, Olympia London, the show is sticking with the new layout it unveiled in 2022 across the Grand and National Halls. Last year, when talking with exhibitors around the show floor, feedback for the changes seemed overwhelmingly positive. It’s therefore no surprise Toy Fair’s organiser, the British Toy & Hobby Association, has decided to keep them in place for this year’s event.

The show opens with its traditional Press Day, which sees journalists from across TV, print, online and social media descend upon the event to cover the show, news on toy trends, award-winning products and much more. The Toy Fair Hero Toys Awards will also take place on the 24th (attendees can check out the winners outside the Press Office on Upper National 80) as well as the Stand Awards and Editor’s Choice Awards, the latter being voted on by visiting journalists. In a departure from previous years, the winners of the prestigious Toy Retailer of the Year Awards will be announced during an intimate, invite only ceremony taking place on the eve of Toy Fair, on January 23rd. Keep an eye on our website and newsflash first thing on Press Day to find out who is taking home the coveted award for Overall Toy Retailer of the Year.

Toy Fair TV and the Demo Zone will be back for the first time since Toy Fair 2020. Visitors will be able to see some of the exciting new products in action on the many screens around the show or live from the Demo Zone (Upper National 78), as well as on the exhibitors’ stands themselves. A number of companies will also be hosting special demonstrations of their products throughout the show or attracting the crowds some other way: the inventor of Learning Resources’ new coding robot, Pyxel, will be giving demonstrations on Stand D36, while Paper Engine’s Wallace & Gromit themed stand (Upper Level 191) includes photo opportunities and fun surprises, and Creative Kids is inviting visitors to Upper National 62 to squish, sculpt and mould their way through various compounds. Details of other fun activities and things to see and do can be found over the following pages.

As always, our exhaustive Toy Fair Preview section also contain everything readers need to know about the show, including the very best retail offers to take advantage of, the major launches to look out for and the innovative products set to shake up retailers’ shelves. We’ve also got a special Touching Base feature, in which a number of exhibitors tell us which single hero product they are most excited to be launching this year. Feel free to use this as an ‘at-a-glance’ to what you should see at the show, as told by the people who know best.

Toy World will once again be exhibiting itself on Stand B23. The teams’ diaries are filling up fast, especially for Press Day, so if you wish to book an appointment, please reach out ASAP.

Majen: I think the fact that Toy Fair 2023 sold out way back in September speaks volumes as to how the show is shaping up. The fair will once again be jam packed full of brilliant exhibitors from across the toy industry and we have a waiting list ready to join in, should the opportunity arise. As we return for our 69th year, this will be the second year using the new floorplan layout across the Grand and National Halls, including the gallery levels which this year we have expanded to occupy the full space.

Following a successful show in 2022, we are also delighted to see that 90% of exhibiting space has been taken up by returning exhibitors, highlighting just how important the show, and doing business in person, is to the industry: it’s something that is very difficult to replicate virtually, that’s for sure. We’re looking forward to welcoming back returning exhibitors such as Golden Bear Toys, Lego, Ty, Character Options, Mookie Toys, Jazwares and Playmobil, while exciting new exhibitors debuting at the show in January include Smiffys, Kikkerland and Sassi Junior, plus many more. To view the full exhibitor list, visit www.toyfair.co.uk.

Majen: We cannot wait to open the doors and welcome everyone to Toy Fair 2023; the energy and buzz leading up to the show is already electric and we think it’s going to definitely be a show to remember. We are incredibly excited that Toy Fair TV and the Demo Zone are returning to Toy Fair for the first time since 2020. Both features are hugely popular and always help to create such a buzz and great atmosphere.

The Toy Fair TV gang, led by presenters Anna Williamson and Gavin Inskip, will be working their way around the show, chatting with exhibiting companies on their stands and capturing all the greatest moments from Toy Fair. Anna and Gavin can’t wait to get back into the thick of it all, with faces old and new from the industry ready to take a turn in front of the cameras as the pair unveil all the top toy trends and predictions for 2023.

We’ve also got a new Toy Fair Instagram page up and running - make sure to follow @toyfairuk if you aren’t already. There’s lots of engaging content to tap into, including blogs featuring exhibitors and behind-thescenes posts.

Majen: The Greenhouse is always such a popular area, so it’s no surprise that this year it has sold out once again and has its very own waiting list. The Greenhouse presents such a great opportunity for new, smaller toy companies and inventors to showcase their exciting and innovative products to the trade, some for the very first time. The area often acts as a launch pad, with some previous exhibitors having gone on to take larger stands on the show floor. New to the Greenhouse for 2023 are Movies Inc., Noffle Studios and Happy Little Doers. Be sure to pay it a visit: you might just discover the next big thing.

Roland: The current economic conditions are hugely challenging for everyone. Toy Fair exists to assist companies in doing business with existing customers and partners whatever the prevailing economic conditions, and at the same time developing new ones. We take our role - to provide the best possible environment for businesses to do this - very seriously, as we have every year since 1954 in partnership with the toy sector. The only exception was in 2021, when fairs and shows of our kind were sadly not possible due to Covid-19 restrictions.

Majen: The dedicated Press Day is taking place on the first day of the show, Tuesday 24th January. We will be welcoming down top tier national press, and exhibitors should use this as a strong coverage opportunity which will stand them in good stead for the year ahead.

Exhibitors should make sure to get involved with as many free PR opportunities available as possible. We have a new PR agency this year, Retail PR, and my advice would be to make sure you inform the team of any exciting press activations you plan on hosting at your stand. Created in partnership with Retail PR, our Toy Fair PR manual is packed with all the information visitors need as well as key deadlines for PR forms, with which you can let us know everything you’re getting up to at the show.

If exhibitors would like to speak directly to the team at Retail PR and discuss PR opportunities further, they can email toyfair@retailpr.co.uk.

Majen: We’re looking forward to reintroducing our dedicated Influencer Day this year on Thursday 26th January. For those who are looking to engage with influencers, this is a great opportunity to build and forge all-important face-to-face connections. Influencer marketing is huge and lots of consumer buying decisions are being influenced by content and product reviews on social media. We will soon be sharing an influencer friendly programme of events, so keep an eye out for that.

Majen: Yes, it is. We’re delighted to be working once more with KidsOut as our charity partner for Toy Fair 2023. The work the charity does for children fleeing from domestic abuse is commendable and being able to support it and everything it does is hugely important to us. To learn more about KidsOut, please visit the charity’s stand at Upper Level 202.

Roland: We are always so grateful to all the exhibitors who kindly donate products to the Trolley Dash each year. Thank you in advance for your generosity.

Majen: My top tip for first-time exhibitors is to make sure to reach out to buyers, retailers, licensors and anyone else you want to see at the show beforehand. It is a very busy three days, so the more preparation and organising you can do to secure meetings before you get on site the better - don’t rely purely on passing traffic. To help our exhibitors get everything they can out of the show, we’ve put together a ‘top tips’ guidance document which can be found in our show manual on the Toy Fair website.

Roland: My advice for visitors attending Toy Fair, meanwhile, would be to make a plan for everyone you want to see. There are so many wonderful exhibitors to visit that you should make sure to map out your route to avoid disappointment. Also keep a lookout on our social media pages. Nearer the time, we’ll be sharing fun, must-see activations that exhibiting companies are putting on over the three days.

Majen: For me personally, it’s seeing all the exciting new toys on display for the first time. There’s such great innovation in the industry and it’s always so fantastic to see what exhibiting companies come up with year after year. I can’t wait to see what’s in store for 2023.

Roland: Quite simply, bringing the industry we all love together in one place, soaking in every moment and enjoying the real buzz around the show.

Majen: All that’s left to say is that if you haven’t yet signed up for your free visitor pass yet, make sure you do so now at www.toyfair.co.uk. We look forward to seeing you all there.