Paper Engine Ltd

Blog Post 

Full Name: Jason McKenzie

Job Title: Commercial Director

OUR TOY FAIR STORY   

We first attended Toy Fair in January 2020 – a fresh start-up with one product in the marketplace (our now award-winning Telescope), and two more soon to launch. 

We were interviewed and subsequently featured by the BBC due to our eco credentials, which was hugely encouraging. Our range of eco-friendly kits are made from sustainable cardboard with minimal plastics, and our company ethos is ‘Less plastic, paper fantastic.’ 

During our time at our first Toy Fair, we met with multiple retailers and made fantastic connections. Buoyed by positive feedback and an incredibly warm welcome into the toy industry, we left knowing we were creating something that people liked! 

TOY FAIR HERO AWARDS + NATIONAL TV COVERAGE  

At Toy Fair 2022, we were delighted to win the Best Designed Stand award, and our new Pinball Machine kit also won a Toy Fair Hero award which was incredibly exciting. 

The following year, we were thrilled to win a Toy Fair Hero award for a second time with our new Wallace & Gromit Rocket – our first licensed product. Created in partnership with Aardman Animations, our Rocket then went on to feature on ITV’s This Morning show in their ‘Top Toy Trends for 2023’ segment. This was an amazing opportunity and helped put our new kits firmly on the map. 

2024 saw me interviewed by ITV News Meridian – talking about the kidult trend and how adults are embracing their inner child. Big kids love our kits too! 

At Toy Fair 2025, we showcased our exciting new Matilda Book Nook (created in partnership with the Roald Dahl Story Company), and it was incredibly well-received by the media, retailers, and influencers. This wealth of positive feedback was spot on as our Matilda Book Nook has just won the coveted ‘Editor’s Choice Award’ in the MadeForMums Awards 2025. Perfect timing ahead of Christmas!  

Our time at Toy Fair is always hugely positive – to date we’ve met some fantastic mainstream media journalists and influencers, gained invaluable insights into the toy industry, and so much more. And we’re always happy that our entire team can attend over the few days to experience it all. 

TREND PREDICTIONS FOR 2026  

We expect to see continued growth in the kidult sector, with more adults rediscovering the joy of toys – whether that be puzzles, games, building and crafting toys, or collectables. These outlets offer adults an opportunity to get lost in play, enjoy a mindful experience, and improve their overall mental wellbeing.  

A focus on sustainability and planet-friendly products is also an extremely important and growing trend. Post-pandemic, consumers are making considered choices about the brands they purchase from and expect transparency about their eco-credentials. 

Additionally, cost of living pressures will mean that consumers continue to place a strong emphasis on value for money too. 

TOY FAIR 2026  

We are thrilled to be showcasing new launches for 2026 at Toy Fair – include two exciting Roald Dahl Story Company licensed book nooks, building on the success of our award-winning Matilda Book Nook. 

We will also have a new Aardman licensed kit on our stand – a brilliant addition to our existing range of top-selling Wallace & Gromit products. 

Plus, we will have our festive range of seasonal products to share with visitors – two fun-filled Christmas Eve Boxes, including one licensed box – The Snowman™ (Penguin Random House), two advent calendars, and a new junior builder’s kit.  

We are really looking forward to Toy Fair TV and Influencer Day – both are great opportunities for Build Your Own. Plus of course, meeting and building relationships with retailers and the media. 

We will be there with our full range of kits, ready for a fantastic few days immersed in the world of toys. We can’t wait! 

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

We first attended Toy Fair in 2020 and have been back every year (aside from covid period). Favourite memories include being interviewed by the BBC at our first show, winning Toy Fair Heroes Awards, and the incredible buzz and energy we’ve experienced each year of attending.

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

Take time out to walk the floor and talk with fellow exhibitors. It’s a great opportunity to gauge what is going on across the trade and what’s hot and upcoming.