(London, UK) 24th January 2025, London:
The toy industry reunited at Olympia London for Toy Fair 2025, a dynamic three-day event that showcased the latest trends and innovations shaping the world of play. With more than 250 exhibiting companies unveiling thousands of new products, including trending categories such as collectibles, pocket money toys and licensed toys, the event was a true celebration of the creativity and ingenuity of the toy industry and a positive start to the year.
It was an incredibly busy three days connecting exhibitors with high-calibre visitors including buyers, licensors, inventors, media and the wider industry, all under one roof, establishing new connections as well as building on existing relationships.
Becky Matthews, Sales & Marketing Director at Golden Bear Toy said: “Toy Fair 2025 has been a blast. We have had a very positive three days. It’s been fantastic to reconnect with our customers, agencies and industry friends, and to showcase our exciting ranges in such an inspiring environment. We’re already looking forward to being back next year!”
Emma Weber, Senior Director Marketing and Licensing at Vivid Goliath added: “Toy Fair 2025 has been another great show. We loved opening on Tuesday with our Traitors press event, had over 250 meetings with our retailer, licensing and media partners and are excited for the year ahead and finalising listing for our Christmas ranges.”
Toy Fair TV returned to the show capturing appearances from a host of familiar faces, including Stephen Mulhern, Matt Edmondson and Touker Suleyman from Dragon’s Den, all promoting exciting new launches. The Traitors’ stars Armani and Lisa made an appearance promoting the popular The traitors boardgame, and Luke ‘The Nuke’ Littler attracted a buzzing crowd demonstrating his new dart range. You can catch up on all the highlights of Toy Fair TV on YouTube here. Toy Fair and its exhibitors gained coverage in The Guardian, The Sun, The Mirror, BBC News, The Daily Star and BBC Regions Radio, with more to come.
The final day of Toy Fair 2025 celebrated the return of the popular Influencer Day as well as the exclusive Inventors’ Lunch, organised in collaboration with Mojo Nation. This exclusive, invite-only event reflects the vital role that inventors play in contributing to creativity and innovation within the toy industry.
Majen Immink, Director of Toy Fair, commented: “Thank you to all our exhibitors, visitors, and contractors who once again made this year’s Toy Fair such a vibrant and exciting event. Your continued support has helped us to create a colourful and bustling event to kick off the business year in the best possible way. The energy and enthusiasm at this year’s show was palpable and we hope it sets the tone for a successful year ahead for everyone involved. We are already looking forward to welcoming the industry back in 2026!”
Applications for Toy Fair 2026 will open in March 2025 on the Toy Fair website www.toyfair.co.uk. To keep up to date with the latest Toy Fair news you can follow us on Instagram @ToyFairUK.
Toy Fair 2025 testimonials
Ali Brown, Marketing Manager, Orchard Toys: “’We’ve had such a positive response to our new Baby and Toddler Collection and the launch of our exciting new Bluey character license and three Bluey games. The enthusiasm and support from our trade partners has been great, plus the new additions to THE WORLD OF PETER RABBIT collection, and our new educational games, have been brilliantly received by retailers. It’s been another successful Toy Fair and we’re looking forward to the year ahead, working with our retail partners to bring learning made fun to families across the UK.”
Paul Dearlove, Trade Marketing Manager, Target Darts: “Our first-ever Toy Fair has exceeded all expectations. We came here to connect with both existing and new customers, and we’ve been absolutely blown away by the level of interest in darts. The highlight of our show was Luke Littler’s visit yesterday, where we had hundreds of people including exhibitors, media, and buyers crowding around to see him. The entire experience has been incredible, and we’re absolutely buzzing after three amazing days. For me personally, having attended the Toy Fair many times with different companies, this has been by far the best and most positive show I’ve ever been a part of.”
Brea Brand, CEO and Co-Founder, CONNETIX: “’What an exciting and successful Toy Fair, it’s been great to connect with current partners and meet so many new and potential retailers.”
Clive Richardson, VP Sales & Marketing, Vtech:
“Toy Fair is a unique opportunity to present over 100 brand new toys for 2025 to all our customers in one place. The feedback we’ve received over three busy days has been fantastic and very encouraging for the year ahead.”
Phil Hooper, Managing Director at Epoch Making Toys commented: “Toy Fair is the best opportunity to connect with UK trade. We have a very long-established relationship with all retail bases and this is an event where we can get quality time with retailers from every sector but a lot of independents as well. The face to face meetings are invaluable.”
Holly Lackey, Director of Marketing and Licensing for UK & Europe, Basic Fun! UK
“Toy Fair has been absolutely fantastic for us this year! Our stand has been a real showstopper and winning not just one but two Hero Toy awards has been an incredible highlight. It’s been amazing to catch up with so many familiar faces and meet new people along the way. The energy and excitement around our brands have been phenomenal, and we can’t wait to do it all again next year!”
Ashleigh Rainy, Senior Account Manager and Olivia Mair, Account Executive at Little Dutch in the UK and Ireland:
“Our first Toy Fair has been such a positive experience. The whole process, from applying and the setup, to the show, has been easy. We’ve had a great show, meeting fantastic retailers, including people we really wanted to connect with.
Being a part of a large event such as Toy Fair, means we’re able to have proper conversations with people, rather than feeling like we need to cram everyone in. Everyone has been so nice and welcoming, creating a lovely atmosphere.
We are absolutely thrilled to have won the Best Stand Award, especially as this was our first time exhibiting at Toy Fair. A lot of thought and effort went into the design to make it stand out from the crowd, so it’s really rewarding to have that hard work recognised.
It’s been an amazing experience, and we’re excited to follow up on all the business opportunities. We’ll definitely be back!”
John Bentley, Howleys Toymaster:
“Toy Fair is the highlight of our year seeing new product, new people and new innovation which will give us a boost going into 2025.”
Zoe Griffin, The Independent:
“The Toy Fair is a great way to start the year on a productive note, meeting lots of toy companies and PRs en masse. Connections that I make at the Toy Fair help me to generate content for the whole of the year.”
Chris Pollard, Senior New Reporter – Daily Mail:“Journalists are given top-notch access to this brilliant event. I was given free rein to explore the booths and made some excellent contacts in the process. The facilities offered by the press office were superb and the press pack was extremely useful.”
For PR enquiries or for more information please contact [email protected]
Visit the website: https://www.toyfair.co.uk/
Follow Toy Fair on Instagram & Twitter at: @toyfairuk
Notes to Editors
About Toy Fair
Toy Fair is the UK’s largest dedicated toy, game and hobby trade exhibition taking place at Olympia London. The event takes place over three days at the end of January each year and plays host to hundreds of exhibitors, from start-ups to some of the biggest toy companies, launching thousands of new toy lines.
Toy Fair 2025 took place from Tuesday 21st– Thursday 23rd January.
About the BTHA
The British Toy & Hobby Association was established in 1944 to represent the interests of British toy manufacturers and to raise standards of practice in the industry. Today it has more than 150 members ranging from international toy giants to small family-run businesses that together account for more than 80% of the UK toy market. Membership of the British Toy & Hobby Association shows the member’s commitment to adhere to the BTHA Code of Practice under the umbrella of the Lion Mark which includes rules covering ethical and safe manufacture of toys, toy safety, a ban on counterfeit goods, an assurance to market responsibly, a commitment to improving sustainability and a desire to promote the value of all play through support of the Make Time 2 Play campaign. Our members are manufacturers committed to making good quality toys in a responsible way. The BTHA also administers the Toy Trust – the industry’s charity.