Cryptic Killers

Blog Post 

Full Name: Nathan Smallshaw

Job Title: Digital Marketing Apprentice

When we visited Toy Fair 2025, we were completely blown away. The atmosphere was buzzing with energy, creativity and passion. Everywhere we turned, there were people sharing ideas, showing off new concepts and talking about how to make play even more meaningful. That experience stuck with us long after the show ended, and it’s exactly why we decided to return this year, this time as exhibitors.

At Cryptic Killers, our mission is to bring people together through play, storytelling and a healthy dose of mystery. We create games that challenge the mind and spark conversation, the kind that keep people thinking long after the final move has been made. Toy Fair gives us the perfect opportunity to share what we’ve been working on and to see how others are pushing the boundaries of what games and toys can be.

What we’re most looking forward to this year is the chance to connect. Last year, we met so many inspiring people and left with a huge sense of community. This time, we can’t wait to be part of that same network as exhibitors. We’re excited to talk with fellow toy companies, learn from their experiences and share our own journey in return. There’s something really special about being in a room full of people who all care about creating joy and imagination for others.

In terms of trends, we think 2026 will continue to focus on experiences that bring people together. We’re seeing a lot of interest in social and cooperative play, with games that encourage teamwork and storytelling becoming more popular. People are craving connection and shared experiences, and the toy and game industry is perfectly placed to deliver that.

For us, Toy Fair isn’t just an event on the calendar. It’s a celebration of creativity, community and the power of play. We’re counting down the days until we can meet everyone at the show and share what Cryptic Killers is all about. If you’re attending, come and find us — we’d love to chat, swap stories and get inspired together.