My Toy Fair Blog

My Toy Fair Blog – Keel Toys Q&A

By October 24, 2019No Comments

Please introduce yourself and your company:

Steve Cox UK Sales Director Keel Toys ltd

Keel Toys is a fourth generation family company founded in 1947 and specialising in designing and importing soft toys


What products are you launching at Toy Fair?

Cuddleco: 100% recycled soft toys

Range extensions to top sellers: Animotsu and Signature Puppies

Early Years: Soft toys for 0-5 years


How did you get into the toy industry?

I have known the Keel Family for more years than I can remember. In the late 90’s when they were gearing up for expansion, I joined them as Sales Manager, moving from the soft furnishing industry. A very different industry but gave me an understanding of fabrics.


What was your favourite toy growing up?

Space Hopper


What is the one “special ingredient” that makes a great toy?

Love and Passion


Other than your own, what toy brand really stands out to you today?

Lego for the longevity of the product and how it will adapt to future sustainable demands.


What was your best memory of Toy Fair?

My 5 minutes of TV fame each show. Always a giggle!


What’s your top tip for surviving Toy Fair?

Focus on what makes you different