(London, UK) 26th January 2024, London:

Kidult toys and nostalgia were amongst the themes celebrated at Toy Fair 2024, as the toy industry came together over a busy three days to help celebrate the show’s 70th anniversary. With more than 250 exhibiting companies launching thousands of new products in front of buyers, retailers, licensors, media and the wider industry, it was for many, the first opportunity of the year to network under one roof.

The show welcomed a cross-section of high-quality visitors over all three days and achieved media coverage including ITV Regional News, BBC regional radio, The Guardian, The Daily Mirror and the Daily Star, with online coverage including The Sun and Daily Express, and more coverage pending. In a nod to nostalgia there were many anniversaries celebrated including Rubik’s Cube’s 50th anniversary, TOMY’s 100th anniversary and Playmobil’s 50th birthday.

Due to the high demand for exhibiting space at this year’s Toy Fair, the show increased its footprint by extending into part of the Upper West Hall, which played host to The Lego Group, as well as TOMY and Spin Master, who had both returned to the show after a period away.

Claire Ridley, Director of Marketing at TOMY commented: “London Toy Fair has always been a significant milestone for our industry, and this year was no exception. It was fantastic to be back for 2024 and see the magic of play come to life in every corner. Toy Fair provides us with the perfect platform to showcase our latest innovations and connect with industry leaders, retailers, and creators. After three energised days, we look forward to a memorable year ahead as we launch some amazing new products, from Twinchees and Club Mocchi- Mocchi-, especially with the continued growth of anime and kidult in the marketplace.”

Richard Dickson, General Manager, UK & Ireland at Spin Master, commented: “Toy Fair is an amazing opportunity to have meaningful conversations with all our customers – and this is invaluable to having a successful year. We’ve had an awesome show connecting with those buyers & cannot wait to be back for 2025. It’s been great being back at Toy Fair this year & we’re delighted to have been recognised for our innovation in Bitzee and Paw Patrol too! Bring on 2024!”

Toy Fair TV returned once again, broadcasting live from the show floor, capturing all the hottest new toys and games in action. There were also several famous faces in the crowds, including Michael McIntyre, Ash and Anthony from The Traitors, Stephen Mulhern and Matt Edmondson, who were all promoting new launches. You can watch this year’s highlights on Toy Fair’s YouTube channel here.

The final day of Toy Fair welcomed back the dedicated Influencer Day with many influencers roaming the halls capturing content, including previous Love Island winner, Nathan Massey. Introduced for the first time this year was an exclusive Inventors’ networking lunch, organised in partnership with Mojo Nation, to celebrate and bring together the vast array of talent amongst the inventor community.

Majen Immink, Director of Toy Fair, commented: “As show organisers, reaching 70 years of Toy Fair is not something we take for granted. A huge thank you must go to all of our exhibitors, visitors and contractors, who have supported the show not only this year but over Toy Fair’s 70-year history, and who once again made this year’s show so vibrant, colourful and a great platform to kick off the business year. We wish everyone a successful year ahead and look forward to welcoming the industry back in 2025.”

Applications for Toy Fair 2025 will open in March 2024 on the Toy Fair website www.toyfair.co.uk.

To keep up to date with the latest Toy Fair news you can follow Toy Fair on Instagram and Twitter/X @ToyFairUK.


Toy Fair testimonials


Anna Chapman, VP International Licensing, Just Play

“This has been our third consecutive London Toy Fair since setting up the UK & Ireland business in 2022, and each year has surpassed the last. Connecting with our business partners could not be more efficient, having met with over 100 retailers across the three days, along with media, agencies and licensors. Thank you BTHA for yet another excellent Toy Fair!”

Emma Weber, Senior Director – Marketing and Licensing (UK), Vivid Goliath

“It was great to be part of the Toy Fair’s 70th anniversary celebrations and the show felt as busy and vibrant as ever. The Vivid / Goliath stand was bustling with retailers, Licensors, Inventors and International partners and we got some fantastic responses to our new ranges across Toys and Games. A highlight has to be Press Day and meeting contestants from the most talked about BBC show, Traitors and seeing the coverage in the nationals the following day – sadly the contestants gave nothing away about who wins in the final on Friday!”

Nathaniel Southworth, Managing Director, KAP Toys

“Toy Fair 2024 has been another successful year for KAP Toys, it’s the only place you can present great product to this number of customers within a 72-hour window. BEANO has been incredibly well received; nostalgia is such a strong pull towards product, and everyone knows and loves BEANO. We are looking forward to the strong responses we’ve had converting into sales.”

Adam Moore, Marketing Communications Manager, Playmobil
“Toy Fair 2024 has been a huge success for everyone at Playmobil. Getting to meet buyers and retailers to show our fantastic new ranges has been an amazing experience. There is only one place Playmobil UK could start our 50th birthday celebrations and that is London Toy Fair!”

Jason McKenzie, Commercial Director – Paper Engine – Build Your Own
We’ve had a brilliant few days at Toy Fair 2024! It’s been great to meet so many new and existing customers, along with media and content creators too. The feedback on our new kits launching this year has been incredible, with particular love for our new Wallace & Gromit kits. We were thrilled to be interviewed by ITV Regions, and to have the opportunity to talk about Kidult trends and how our Wallace & Gromit range fits within that. A huge success, and we can’t wait to return next year. Happy 70th Anniversary Toy Fair, it’s been a fantastic event!

Matt Hyde, Co-Founder of Nestlums
“We came to our first Toy Fair with our debut pocket money toy Nestlums not knowing what to expect! We have not only ended up with major UK retailers wanting to place orders but are now booking flights unexpectedly to Nuremberg to continue closing a deal with a distributor and another partnership that will both transform the volumes we were expecting for this year!”

Gavin Mansour, Head of Sales, Learning Resources
” Toy Fair 2024 has been successful for Learning Resources. We have seen most of our loyal customers and been introduced to many new customers. There has been a lot of positivity around 2024 and Numberblocks.”

Becky Matthews, UK Sales and Marketing Director, Golden Bear Toys

“Toy Fair has been fantastic this year, there has been a real buzz in the halls. We have had a great reaction to our new lines here including our two Hero toys; Fart Yoga and Smart Ball Kicktracker! After an excellent few days at Toy Fair, I have a positive outlook for the year ahead, having identified that we have some absolute winners! It is always great to meet with familiar faces at Toy Fair, from industry colleagues to our valued retail partners, and top-notch media. The team have forged some exciting new connections at the fair, it is simply the best way to start the toy calendar year!”