My Toy Fair Blog

My Toy Fair Blog – Zapf Creation

By January 11, 2023January 17th, 2023No Comments


Zapf Creation


Zapf Creation, parenting brand of the #1 and #2 nurturing doll brands in the UK, Baby Annabell and BABY born, is excited to share that this year it will be making a return at Toy Fair 2023. 

Leading the market in nurturing play for over 90 years, Zapf Creation is home to some of the UK’s best-loved dolls that support social, emotional and physical development, with a focus on nurturing and imaginative play. With a doll for every age, from birth through to 4 years and beyond, Baby Annabell and BABY born support children through the power of parent-child role play. 

Ahead of Toy Fair 2023, Kasia Leskow, Head of Marketing at Zapf Creation UK, shares a glimpse as to what brand-fans can expect from BABY born and Baby Annabell: 

“Across both BABY born and Baby Annabell, we’re launching a variety of products this year. 

BABY born will be launching the new BABY born Bear –in late Spring. The plush Bear is equipped with moveable arms and legs and is aimed at offering the ultimate creative role play experience for children. The BABY born Bear is designed to be BABY born’s best friend and is great at growing children’s imagination as it can be also be used with all of BABY born’s accessories, allowing for an abundance of dual play possibilities for little ones. We’re also excited to be revealing new BABY born Sister and Brother dolls with innovative styling and poseable abilities – so be sure to visit out stand to see and find out more.

For Baby Annabell, we will be celebrating the brands’ 25th anniversary year and launching some exciting new dolls that are set to be more interactive than ever before, in addition to brand-new accessories to support the parent-child role play that we are known and loved for.

With having such a heritage in the nurturing doll category, we are bringing in products that are more impressive than ever alongside brand-led marketing campaigns, working with the industry’s leading experts to showcase how nurturing play goes hand-in-hand with toddlers’ development.”


Speaking on what she is most looking forward to at Toy Fair 2023 and for the rest of the year, Kasia comments: “We’re thrilled to be making a return to Toy Fair, showcasing our incredible 2023 range to buyers, media and wider industry friends. We’ve been hard at work, evolving our range and brands for next year, and we’re looking forward to offering a host of new, playful and imaginative products for little ones to enjoy. We’re thrilled to be sharing our biggest releases for 2023 pre-Nuremberg.”

To find out more about what’s in store for Baby Annabell and BABY born for 2023, be sure to visit the Zapf Creation stand, located in the Grand Hall at B45, at Toy Fair 2023.

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