Press Release


The stand-out toys of the year announced at the UK’s largest dedicated toy, games and hobby show


(London, UK) 22 January, 2019 – Toy Fair’s Hero Toys, the 25 most exciting and creative toys launched at Toy Fair, were announced today by the British Toy & Hobby Association (BTHA) at Toy Fair 2019. Finalists this year include LEGO, Spin Master and Hasbro.

Toy Fair’s Hero Toys represent some of the most innovative products launching at this year’s annual toy, games and hobbies show, which opened today at Olympia London. The 25 toys that make up the Toy Fair’s Hero Toy finalists are potential bestsellers that will be officially released throughout 2019.

Decided by an independent panel of industry judges and the BTHA, the exciting list of toys features something for everyone – from action toys, board games, and tech toys, to the latest collectables, plush and STEM toys perfect for pre-school development.

“Toy Fair’s Hero Toys celebrates the most exciting and innovative products launched at Toy Fair,” commented Rebecca Deeming, Public Relations & Events Manager for the BTHA. “We’re delighted to bring the showcase back again, as one of the first opportunities to see what could be the year’s most sought-after toys.”

“All entries are judged equally for their innovative qualities and are fantastic examples of the benefits children get from play. Any Toy Fair exhibiting company, big or small, can be in the running to be awarded a Hero Toy. To place as a finalist in the top 25 is a fantastic achievement and highlights the wealth of talent we have within the industry. Congratulations to all our winners!”

Toy Fair visitors can see the winning 25 Hero Toys on display outside the Press Office, on the Upper Level. The complete Toy Fair Hero List can be found below. 

Toy Fair’s Hero Toys list in full:

Alpha Group Massive Monster Mayhem Inflatable Bash Armour £17.99 B90
Bandai UK Ltd Bananas Bunches 3 Pack Series 3 £9.99 Upper Level 600
Casdon Tetley Tea Set £12.99 E30
Character Options Peppa Pig Stage Playset £39.99


Clementoni PET_BITS Interactive Collectable Robot £19.99 Upper Level 140
Flair Leisure Products PLC The Rise of the Teenage Mutant Ninja Turtles – Deluxe Ninja Attack Action Figures £14.99 E39
Golden Bear Everybody’s Best Friend Waffle the Wonder Dog! £29.99 E69
H Grossman Ltd My First Light Up Trike £49.99 E49
Hasbro UK Ltd NERF Rukkus ICS-8 Nerf N-Strike Elite £19.99 Gallery Suites
Interplay UK Face Paintoos Wild Pack £9.99 G10
K’NEX K’NEX Dragon Revenge Coaster £49.99 Upper Level 510
Kids@Play Join the Force: Police Bike £99.99 Upper Level 180
LeapFrog Toys Butterfly Counting Friend £19.99 Upper Level 500
Learning Resources Artie 3000™ £69.00 D36
LEGO THE LEGO® MOVIE 2™ 70820 LEGO Movie Maker £44.99 Olympia Room
Mookie Toys Chimpy £20.00 E149
Orchard Toys Magic Spelling £12.75 B12
Paul Lamond Games The World of David Walliams’ Gangsta Granny Board Game £19.95 E50
Playmobil UK (Ltd) Tiny Paws Pet Hotel £59.99 Upper Level 210
Re:creation Ltd ENGINO STEM Heroes Greenhouse £79.99 E125
Schleich The Schleich Horse Club Rider Café £39.99 Upper Level 100
Spin Master PAW Patrol Ultimate Rescue Construction Truck £39.99 E131
Tactic Games Don’t Upset the Llama £14.99 F90
TOMY Ritzy Rollerz Dance & Dazzle Spa £34.99 Upper Level 520
Vivid Toy Group Ryan’s World Mystery Egg £14.99 B70

UK Toy Market Infographic

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