Skillmatics, Imagination Gaming, EDX Education, Click Europe and BTL Diffusion share what they’re looking forward to as first-time exhibitors at Toy Fair.

Skillmatics only launched in the UK in November and VP Sales & Marketing, David Kelly, describes the fair as the “perfect platform” to officially launch the business to the industry and get retailer attention from early on. The company creates new kids’ games, family games, arts & crafts and learning activities – and everything is designed and manufactured in-house.

David said: “We want consumers to instantly recognise that Skillmatics products offer great value as well as great design.  That’s what we are about, and we can only show that if retailers speak to us and give us an opportunity to really make a difference.”

2024 marks the first full year in the market for Imagination Gaming. Its partnership with online gaming platform Gamestar+ is what makes it stand out in the market according to UK managing director Will Stewart, and visitors to the stand will be able to play the games themselves.

Will told us: “At our first London Toy Fair, our biggest goal is market awareness, showing the industry we are here and highlighting all the great games we are creating and bringing to the UK market.”

Edx Education has been around for more than two decades providing educational toys for schools around the world. It was only after there was a big shift to homeschooling after the Covid pandemic that the company saw a space in the market to extend its offering to parents and toy retailers. Edx Education will be showcasing its new maths, construction, active play and sensory toy product ranges at London Toy Fair.

To read more about these and other new exhibitors, click here for the full feature.