23 January 2024:


British Toy & Hobby Association unveils Toy Fair’s Hero Toys for 2024 at London’s Toy Fair, on its prestigious 70th anniversary

  • British Toy & Hobby Association, which turns 80 this year, marks the opening of Toy Fair’s 70th Anniversary with an unveiling of 27 Hero Toys for 2024
  • Affordability a key trend with 15 out of the 27 Hero Toys priced under £25, starting at £4.99
  • Record-breaking number of entries with over 330 products submitted
  • TV Personality and long-standing presenter of Toy Fair’s Toy Fair TV, Anna Williamson, selects her “Top Hero Toy” for 2024 out of the Hero Toys winners

London – Organisers of the Toy Fair, The British Toy and Hobby Association (BTHA) is thrilled to reveal its highly anticipated 27 Hero Toys for 2024. Carefully selected by an independent panel of retailers, the winners of this year’s Toy Fair’s Hero Toys represent a selection of the most exciting toys launching at Toy Fair. The winners were unveiled on January 23rd at this year’s Toy Fair held at Olympia London, with the presence of broadcaster and presenter, Anna Williamson.

As the BTHA celebrates its 80th anniversary, these Toy Fair Hero Toys are a key part of the association’s commitment to promoting excellence and innovation in the toy industry.


Key Trends:

The Hero Toys line up showcases an extensive range of toy categories, including games and puzzles, plush and collectibles, sectors which all saw growth throughout 2023. Arts and crafts, outdoor toys, and licensed toys provide something for every interest and imagination.

The emphasis on providing great value to consumers is evident, with 15 out of the 27 Hero Toys priced under £25, starting at just £4.99. This focus on affordability is particularly relevant in helping families navigate the challenging economic landscape. While the trend of ‘new nostalgia’ products, including the Rubik’s 50th Anniversary Retro Cube by John Adams Leisure Ltd, and the Paddington in a Phone box Soft Toy by Rainbow Designs Ltd, breathe new life into familiar playthings.

Television personality, Toy Fair TV presenter, and mother of two, Anna Williamson, who hosted the unveiling of the Hero Toys today (Tuesday 23rd January 2024), also selected LeapFrog’s Magic Adventures™ Binocular Camera, as her “Top Hero Toy” for 2024 from the stellar Hero Toy line up, adding: “As a mum of two I am always looking for ways to entertain my children for longer periods of time that doesn’t just involve a tablet and Youtube! Engaging with my kids during play is so important, and finding a toy that is also subtly educational, lasts more than 5 minutes, and is interesting for them is a win-win. The ‘magic adventures binoculars camera’ is the perfect ‘Hero Toy’ to aid and encourage children’s curiosity of nature and the world we live in, particularly when the environment is such a hot topic in schools now.’”


Insights and reflections

Reflecting on the exceptional line up of Hero Toys at this year’s Toy Fair, Rebecca Deeming, Communications & Events Manager at the BTHA, acknowledges the record-breaking number of entries (over 330 products) and the diversity across the Hero Toys categories.

“We are thrilled with the breadth and quality of this year’s entries,” says Rebecca Deeming. “The Hero Toys winners represent a fantastic cross-section of the toy industry, showcasing some of the best new toys launching in 2024.

“Toys that offer multi-generational play have always been popular with families, as they allow for children to bond and learn with their parents and grandparents. At a time when cost is a continuing concern for many households in the UK, toys that can bring a family together for entertainment and offer a cost-effective way to make memories, have fun, and learn together are becoming more popular, and many of this year’s selection of Hero Toys offer this.”

Toys offer an opportunity for families to reconnect and provide entertainment for all generations, two great examples of which that have made it onto the Hero Toys 2024 list include “Fart Yoga” by Golden Bear Toys and Cartamundi’s “Surrounded By Idiots Game.”

Notably 4 of the 27 winners are available to buy now with prices starting at £10.00. The other winners will be released into retail throughout the year. The complete list of Toy Fair’s Hero Toys 2024 can be found in the product guide attached and will be on display outside of the Press Office for the duration of Toy Fair 2024.


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For PR enquiries or for more information please contact [email protected]

Follow Toy Fair on Instagram & Twitter at: @toyfairuk


Notes to Editors

Source: Circana / Retail Tracking Service / U.K. / Full Year 2023 vs 22


About the BTHA

The British Toy & Hobby Association was established in 1944 to represent the interests of British toy manufacturers and to raise standards of practice in the industry. Today it has around 150 members ranging from international toy giants to small family-run businesses that together account for more than 80% of the UK toy market. Membership of the British Toy & Hobby Association shows the member’s commitment to adhere to the BTHA Code of Practice under the umbrella of the Lion Mark which includes rules covering ethical and safe manufacture of toys, toy safety, a ban on counterfeit goods, an assurance to market responsibly, a commitment to improving sustainability and a desire to promote the value of all play through support of the Make Time 2 Play campaign. Our members are manufacturers committed to making good quality toys in a responsible way. The BTHA also administers the Toy Trust – the industry’s charity.


About Circana

Circana is the leading advisor on the complexity of consumer behaviour. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at www.circana.com. 

Toy Fair’s Hero Toys Product Grid

Hero Toys Available Now
Company Name Product Name Category RRP Stand Number
Learning Resources® Numberblocks® Rainbow Counting Bus Infant/Toddler £25.95 D36
Orchard Toys Ltd Peter Rabbit™ Fish and Count Games & Puzzles £10.00 E10
Simba Smoby UK Jada Wednesday RC Thing Robots/Tech RRP £32.99 B50
Vivid Goliath Go Go UFO Games & Puzzles £19.99 B70


Hero Toys Available Throughout 2024 
Company Name Product Name Category RRP Stand Number
Cartamundi Entertainment Surrounded By Idiots 11 Games & Puzzles £24.99 E35
Character Options Ltd Heroes of Goo Jit Zu Hero Creator Pack Action Toys £19.99 N16
Character Options Ltd Purro Robots/Tech £49.99 N16
Craft Buddy Crystal Art Buddies Series 3 – Harry Potter Buddies Arts & Crafts £4.99 (for each buddies) E2
Epoch Making Toys Pati-school Party Creations Starter Kit Arts & Crafts £19.99 N7
Golden Bear Toys Smart Ball Kick Tracker


Outdoor Toys/Sports £14.99 E69
Golden Bear Toys Fart Yoga Plush £19.99 E69
Halilit Jellystone Designs Calm Down Bottle – Galaxy


Infant/Toddler £14.99 E16
HTI Teamsterz Pirate Ship Vehicles £24.99 E42
Galt Natural History Museum: Let’s Learn Dinosaurs


Explorative & Others RRP £16.99 E9
John Adams Leisure Ltd Decora Girlz 5″ Sticker ‘n Style Dolls Dolls & Fashion Dolls £12.99 (each doll) N6
John Adams Leisure Limited Rubik’s 50th Anniversary Retro Cube Games & Puzzles £17.99 N6
Just Play Disney Doorables Squish’alots Squish Machine


Collectibles £29.99 B90
Just Play Disney Stitch Crack Me Up Laughing Plush Plush £24.99 B90
LeapFrog Magic Adventures™ Binocular Camera


Explorative & Others £69.99 N19
Mookie Toys Build My Ice Cream Truck Construction Toys £24.99 N10
Mookie Toys TP Balance Bike to Trike Outdoor Toys £34.99 N10
Rainbow Designs Ltd Paddington in a Phone Box Preschool Licensed £24.99 B21 / B25
Simba Smoby UK Godzilla x Kong Heat Ray Breath RC Action Toys RRP £79.99 B50
Smart Smart Games IQ Gears Games & Puzzles £13.99 F42
Spin Master Toys Paw Patrol Rubble & Crew Barkyard Crane Tower Preschool Licensed £79.99 UW40
Spin Master Toys Unicorn Academy Rainbow Light Up Wildstar Dolls & Fashion Dolls £35.99 UW40
PLAYMOBIL PLAYMOBIL 71335 Miraculous: Paris Fashion Show Licensed Toys £44.99 UL 206