My Toy Fair Blog

My Toy Fair Blog – Keel Toys


Keel Toys

Patrick Downs, Head of Design

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

Patrick has been the Head of Design at Keel Toys for more than 18 years.


Keel Toys celebrated their 75th Anniversary in 2022 and are the UK’s largest designer, importer, and exporter of soft toys. They have an extensive customer base and work with some of the most prestigious and recognisable brands in the UK. Keel Toys is a third-generation family run business with an ongoing commitment to creating a sustainable future highlighting this with their market leading Keeleco range.


Keeleco is a beautiful eco-friendly collection of toys manufactured and filled with 100% recycled polyester made from plastic waste. In the two and half years since launching this range they have recycled more than 30 million water bottles in the manufacture of these beautiful toys.

The company has a constantly evolving range with over 200 new products designed and launched every year.

Keel Toys was the proud winner of the prestigious Hero Toy Award at the London Toy Fair 2020 for the Keeleco range.


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

The toy industries on-going commitment to creating a sustainable future through high quality design and sourcing.

The teamwork, humour and camaraderie.


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

Keeleco Mini Adoptable World Collection. Top secret new Keeleco item that will be first seen at Toy Fair! That’s all I can say 😉


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

The continued rise of recycled products. Souvenir based products for 2023.


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

Meeting our customers face to face again. Seeing the reaction of our customers to new products and ranges.

What is your favourite toy?

Keeleco Mini Adoptable World Collection


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

Take your time, enjoy the atmosphere and buzz. Come and see us on our stand for a warm welcome and some fantastic product!

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