My Toy Fair Blog

My Toy Fair Blog – Golden Bear Toys


Golden Bear Toys


Please provide a brief introduction to yourself and the company you work for

Hi, I’m Christine Nicholls, Vice Chairman and Creative Director of Golden Bear Products Ltd The company was formed by myself and John Hales in 1979 and is based in Telford, Shropshire. We have created many fabulous ranges over the years and continue to develop innovative and super-fun toys for well-known children’s TV shows such as Hey Duggee, Bing and In The Night Garden. More recently the company has moved into the games category and own IP development with great success.


What is your favourite part about working in the toy industry?

We have a highly skilled creative team at Golden Bear and it is a real pleasure to work alongside such talent and be involved with every aspect of the development cycle from just an initial idea to mass production in the factory…’s a fascinating process!


Give us the inside scoop, what products are you launching at Toy Fair 2023?

This year will see many new product launches, both plush and cross-category, within our licensed brands. We will also be showcasing latest additions within our award-winning Curlimals feature plush range – new for 2023 are Curlipops, Arctic Glow and Flutter Wonders, all designed to amaze and delight!


What trends do you predict for the Toy Fair industry in 2023?

We have seen kawaii styling coming through strongly, a trend which we believe is set to continue. Fidget and activity toys which promote wellbeing are almost certain to continue in popularity. Sustainability and recycling are a given and with a difficult economy set for the coming months, it is likely that pricing will be focussed on the lower key price points.


How many years have you exhibited at Toy Fair 2023? Any favourite memories?

Golden Bear have been exhibiting for over 40 years, our first catalogue being published in 1981. Favourite memories would have to include our creation of the Teletubby Dome on our stand coupled with all the excitement that surrounded the launch of the Teletubbies product range in the early 90’s.


What is your favourite toy?

My latest favourite toy is Bo Bunny from of our new Curlimals range – she features beautifully soft rainbow plush, embroidered details and many cute interactive sounds and movements. She’s such a little cutie!


What top tip would you give to a fellow exhibitor or visitor attending their first Toy Fair?

Comfortable shoes, good schedule planning and allow time to have a cuppa with friends in the industry!

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