BTHA unveils Toy Fair’s Hero Toys for 2024

Published on: 23rd January 2024

The British Toy & Hobby Association has unveiled Toy Fair’s Hero Toys for 2024 at London’s Toy Fair, on its prestigious 70th anniversary.

The British Toy and Hobby Association (BTHA)has revealed its highly anticipated 27 Hero Toys for 2024. Carefully selected by an independent panel of retailers, the winners of this year’s Toy Fair’s Hero Toys represent a selection of the most exciting toys launching at Toy Fair. The winners were unveiled on 23rd January at this year’s Toy Fair held at Olympia London, with the presence of broadcaster and presenter, Anna Williamson.

As the BTHA celebrates its 80th anniversary, these Toy Fair Hero Toys are a key part of the association’s commitment to promoting excellence and innovation in the toy industry.

The Hero Toys line up showcases an extensive range of toy categories, including games and puzzles and plush and collectibles, sectors which all saw growth throughout 2023. Arts and crafts, outdoor toys and licensed toys provide something for every interest and imagination.

The emphasis on providing great value to consumers is evident, with 15 out of the 27 Hero Toys priced under £25, starting at just £4.99. This focus on affordability is particularly relevant in helping families navigate the challenging economic landscape. While the trend of ‘new nostalgia’ products, including the Rubik’s 50th Anniversary Retro Cube by John Adams Leisure and the Paddington in a Phone box Soft Toy by Rainbow Designs, breathe new life into familiar playthings.

Television personality, Toy Fair TV presenter and mother of two, Anna Williamson, who hosted the unveiling of the Hero Toys today, also selected LeapFrog’s Magic Adventures Binocular Camera, as her “Top Hero Toy” for 2024 from the stellar Hero Toy line up.

“As a mum of two, I am always looking for ways to entertain my children for longer periods of time that doesn’t just involve a tablet and YouTube. Engaging with my kids during play is so important, and finding a toy that is also subtly educational, lasts more than 5 minutes and is interesting for them is a win-win. The Magic Adventures Binocular Camera is the perfect Hero Toy to aid and encourage children’s curiosity of nature and the world we live in, particularly when the environment is such a hot topic in schools now.’”

Reflecting on the exceptional line up of Hero Toys at this year’s Toy Fair, Rebecca Deeming, Communications & Events manager at the BTHA, acknowledges the record-breaking number of entries (over 330 products) and the diversity across the Hero Toys categories.

“We are thrilled with the breadth and quality of this year’s entries,” said Rebecca Deeming. “The Hero Toys winners represent a fantastic cross-section of the toy industry, showcasing some of the best new toys launching in 2024. Toys that offer multi-generational play have always been popular with families, as they allow for children to bond and learn with their parents and grandparents. At a time when cost is a continuing concern for many households in the UK, toys that can bring a family together for entertainment and offer a cost-effective way to make memories, have fun and learn together are becoming more popular, and many of this year’s selection of Hero Toys offer this.”

Toys offer an opportunity for families to reconnect and provide entertainment for all generations. Two great examples that have made it onto the Hero Toys 2024 list include Fart Yoga by Golden Bear Toys and Cartamundi‘s Surrounded By Idiots Game.

Notably, 4 of the 27 winners are available to buy now with prices starting at £10.00. The other winners will be released into retail throughout the year. The complete list of Toy Fair’s Hero Toys 2024 can be found below and will be on display outside of the Press Office for the duration of Toy Fair 2024.

Toy Fair’s Hero Toys

  • Learning Resources – Numberblocks Rainbow Counting Bus – Infant Toddler  – Stand D36
  • Orchard Toys – Peter Rabbit Fish and Count – Games & Puzzles – Stand E10
  • Simba Smoby UK – Jada Wednesday RC Thing – Robots/tech – Stand B50
  • Vivid Goliath – Go Go UFO – Games & Puzzles – Stand B70
  • Cartamundi Entertainment – Surrounded By Idiots 11 – Games & Puzzles – Stand E35
  • Character Options – Heroes of Goo Jit Zu Hero Creator Pack – Action Toys – Stand N16
  • Character Options – Purro – Robots/tech – Stand N16
  • Craft Buddy – Crystal Art Buddies Series 3 – Harry Potter Buddies – Arts & Crafts – Stand E2
  • Epoch Making Toys – Pati-school Party Creations Starter Kit – Arts & Crafts – Stand N7
  • Golden Bear Toys – Smart Ball Kick Tracker – Outdoor Toys/sport – Stand E69
  • Golden Bear Toys – Fart Yoga – Plush – Stand E69
  • Halilit – Jellystone Design Calm Down Bottle – Galaxy – Infant/toddler – Stand E16
  • HTI – Teamsterz Pirate Ship – Vehicles – Stand E42
  • Galt – Natural History Museum: Let’s Learn Dinosaurs – Explorative & others – Stand E9
  • John Adams Leisure – Decora Girlz 5” Sticker ‘n Style Dolls – Dolls & Fashion Dolls – Stand N6
  • John Adams Leisure – Rubik’s 50th Anniversary Retro Cube – Games & Puzzles – Stand N6
  • Just Play – Disney Doorables Squish’alots Squish Machine – Collectibles – Stand B90
  • Just Play – Disney Stitch Crack Me Up Laughing Plush – Plush – Stand B90
  • LeapFrog – Magic Adventures Binocular Camera – Explorative & Others – Stand N19
  • Mookie Toys – Build My Ice Cream Truck – Construction Toys – Stand N10
  • Mookie Toys – TP Balance Bike to Trike – Outdoor Toys – Stand N10
  • Rainbow Designs – Paddington in a Phone Box – Preschool Licensed – Stand B21/B25
  • Simba Smoby UK – Godzilla x Kong Heat Ray Breath RC – Action Toys – Stand B50
  • Smart – Smart Games IQ Gears – Games & Puzzles – Stand F42
  • Spin Master Toys – Rubble & Crew – Barkyard Crane Tower – Pre-school Licensed – Stand UW40
  • Spin Master Toys – Unicorn Academy Rainbow Light Up Wildstar – Dolls & Fashion Dolls – Stand UW40
  • Playmobil – Playmobil 71335 Miraculous: Paris Fashion Show – Licensed Toys – Stand UL 206


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