More than 250 companies were displaying their wares at the annual Toy Fair at Olympia, in London across three days last week, as the popular exhibition returned for its 69th edition.
First held in 1954 in Brighton, the yearly gathering of companies, both big and small, showing off their current and new stock of toys, games, models, puzzles, gadgets, books, and everything else that excite youngsters these days (as well as adults!), welcomed an influx of buyers, stockists, traders, media and marketing people, plus a few celebs and a horde of children’s characters, across three days in West Kensington.
From Lego to Bandai, from Funko to Revell, many big-name brands were present, as well as much smaller firms, while the 25 winners of this year’s Hero Toys were announced, with the emphasis firmly on nostalgia – think Lego, Care Bears and Sylvanian Families.
The weather outside may have been cold and gloomy, but inside the 137-year-old building, business was hot as most of the 250-plus stands were buzzing with activity, whether it was excited PRs and business owners revealing their latest products or buyers and traders looking to procure deals.
This year’s show themes were plush toys, vehicles, licensed toys, 100 years of Disney and nostalgic toys, while celebs like Stephen Mulhern and Anna Williamson, the Teletubbies, as well as two stars from the popular BBC show The Traitors were present, both of whom revealed that appearing on the reality gameshow had transformed their lives.
“I’m a comedian,” said Hannah, who was there with ‘traitor’ Wilfred to promote the new board game based on the show. “And bookings for my gigs have gone through the roof. It was a great experience and I loved every minute.”
Wilfred added: “I work for a charity, but my life now is so hectic with Zoom meetings here, there and everywhere. I would eventually like to become a presenter and hopefully something might happen.”
Toy sales declined in the UK by three per cent in 2022, to £3.6 billion, and it was the traditional toy categories which drove the sales – plush (soft toys), building sets, action figures and vehicles. All four areas saw positive growth during the year, with plush toys up a very healthy 29 per cent. In-store sales were also up six per cent, having 51 per share of the market.
2022 saw the top toy properties going to the classics Star Wars, Marvel Universe, and Barbie, and the fastest growing went to Squishmallows and Jurassic World. Licensed toys grew for the fourth consecutive year, up by 5.5 per cent, now accounting for 31 per cent of the market – the highest ever share.
The average selling price of a toy is now at £10.54, while last year, consumers increasingly favoured toys that cost between £30 and £50, suggesting that people were making more considered purchases.
“The UK toy industry has continued to deliver toys and games for consumers at affordable prices during 2022 amongst high levels of inflation, and a cost-of-living crisis,” said Kerri Atherton, head of public affairs at the British Toy & Hobby Association (BTHA).
“Last year, new product innovations were vital to driving sales in the UK toy industry which led to growth in the plush toy category. With a strong line up of new releases for 2023, the UK toy industry has signs to be optimistic about the year ahead.”
Leading global brand Jazwares were present at the Toy Fair promoting their latest selection of Squishmallows, plus action figures and collectables, but so were My Great Little Rewards, who described themselves as ‘a one-stop shop for unusual, high quality pocket-money priced toys, stationery, gifts and classroom rewards’.
Based in the Lake District, this small firm was only established in 2011 and have made their name by providing rewards to thousands of children nationwide each month. Katie and her team provide a great service and you name it, they sell it.
Keeping on the plush side of things, Mood Bears was a great concept with a range of fluffy cuddly toys all based on various ‘moods’ – happy, sad, angry, calm, nervous, hope, love and silly.
“Mood Bears cannot offer a long-term solution to anyone’s deep-seated issues, but just having a Mood Bear to offer a friendly face, a squishy cuddle and to listen to your problems can lift someone’s mood and brighten someone’s day,” say the Loughborough-based firm.
International flavour was provided by SandArt, who are trying to replicate their South Africa success here in the UK. They sell bright little pictures that are filled in with different coloured sands, rather than pen, ink or paint, and are sure to take off if they get a foothold over here.
Displaying Lego products is always a winner and Denmark’s Nordic Houseware Group, primarily a seller of ‘organised living in beautiful Nordic design’ products, had a range of unique wooden drawers, wall hangers and picture frames designed in the form of the famous bricks.
Area sales manager Kristoffer Bork Kühnel told me they had a deal in place with the famous brand, with plenty of storage ideas based all around the simple Lego brick idea. They also carry a licence to sell Crayola products, too.
Magician Marvin Berglas was also there with his Marvin's Magic stand, selling tricks and art products. One of his team showed me a card trick and managed to change a whole pack of cards right in front of my eyes, leaving me dumbfounded.
Meanwhile the BTHA 25 Hero Toys were revealed, with 10 available to buy now with prices starting from £12.99. Rebecca Deeming, communications and events manager at the BTHA, said: “This year’s Toy Fair’s Hero Toys are bigger and better than ever! We received over 250 product entries – the greatest number of entries we have ever had – and the competition was very strong.
“We are confident that our winners perfectly encompass the wide-ranging categories of toys on display at Toy Fair and they represent everything our industry is about: ensuring every childhood is filled with play.”
Several of the winning toys are based on characters who reigned during the 80s like Elmo, Barbie, Sylvanian Families, and Wallace and Gromit, as nostalgia looks set to be a strong theme this year.
Rebecca added: “We know that parents, grandparents and carers love passing on traditions to their children and purchasing toys that remind them of their childhood, such as the Care Bears Dare to Care and the Build Your Own Wallace & Gromit Rocket, both Hero Toys. We expect to see this trend continue in the next year, with the nostalgic trend clearly popular with consumers.”
The 25 winners were:
– Bluey Wooden BBQ and Salad Set (8th Wonder Ltd, £29.99)
– Miraculous Magic Heroez Dolls (Bandai UK Ltd, £22.99)
– Green Science Magic Water Tap (Great Gizmos Limited, £22.99)
– Sesame Street Potty Time Elmo (Just Play, £34.99)
– Magic Mixies Colour Surprise Magic Cauldron (Moose Toys, £24.99)
– Woodland Animal Balancing Game (Orange Tree Toys Limited, £15.99)
– Playmobil 71202 City Life Ambulance with Lights and Sound (Playmobil UK Ltd, £49.99)
– Plus-Plus Learn to Build People of the World (Plus-Plus, £15.99)
– Eco Earth Cute Baby Animals Plush Toys (Post Paws International, £12.99)
– LEGO® Friends Heartlake Downtown Diner (The LEGO Group, £24.99)
– Care Bears Dare To Care Bear (Basic Fun!, £19.99)
– Obey The Clay (Big Potato Games, £24.99)
– BarbieTM EXTRA Make Your Own Night & Day Pop-Up Party House (Bladez Toyz Ltd, £24.99)
– Heroes of Goo Jit Zu Deep Goo Sea King Hydra (Character Options, £39.99)
– Sylvanian Families - Baby Mermaid Castle (Epoch Making Toys, £64.99)
– Curlimals Flutter Wonders Deer (Golden Bear Toys, £29.99)
– Rainbow Learning Lights MixerTM (LeapFrog, £39.99)
– Design & Drill® Rivet Pop Workshop (Learning Resources®, £25.00)
– Melissa & Doug Barber Shop Play Set (Melissa & Doug, £34.99)
– Build Your Own - Wallace & Gromit Rocket (Paper Engine Ltd, £29.99)
– Pigs on Trampolines (Playmonster, £19.99)
– Taf Toys Urban Garden In Car Activity Centre (Halilit, £42.99)
– Paddington's Tea Set (Rainbow Designs Ltd, £34.99)
– Toy RC Hydro Park Racer with Pool (Redlands Distribution Limited, £69.99)
– RC Transforming Optimus Prime (Simba Smoby Toys UK, £79.99)
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