Positive start to the year at a busy Toy Fair 2025

“A blast”, “fantastic to reconnect”, “very positive”, “exciting and successful”, “a unique opportunity” – that was just some of the feedback from exhibitors at this week’s Toy Fair.

The show, which was held at London’s Olympia from 21-23 January, welcomed 250+ exhibitors, unveiling thousands of new products – including trending categories such as collectables, pocket money toys and licensed toys.

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.

Toy Fair TV returned to the show capturing appearances from a host of familiar faces, including Stephen Mulhern, Matt Edmondson and Touker Suleyman from Dragons’ Den, all promoting new launches.

The Traitors’ stars Armani and Lisa made an appearance promoting the popular The Traitors board game, and Luke ‘The Nuke’ Littler attracted a buzzing crowd demonstrating his new dart range.

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 Influencer Day, as well as the exclusive Inventors’ Lunch, organised in collaboration with Mojo Nation.

“Thank you to all our exhibitors, visitors, and contractors who once again made this year’s Toy Fair such a vibrant and exciting event,” commented Majen Immink, director of Toy Fair. “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.”

Toy Fair 2025 exhibitor feedback:

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.”

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 and 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.”

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 set up, 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!”

Becky Matthews, sales and marketing director, Golden Bear Toys

“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.”

Applications for Toy Fair 2026 will open in March 2025 on the Toy Fair website: www.toyfair.co.uk.

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