Kidult toys and nostalgia were amongst the themes celebrated at Toy Fair 2024, as the toy industry came together over a busy three days to help celebrate the show’s 70th anniversary.

With more than 250 exhibiting companies launching thousands of new products in front of buyers, retailers, licensors, media and the wider industry, Toy Fair 2024 was, for many, the first opportunity of the year to network under one roof.

The show welcomed a cross-section of high-quality visitors over all three days and achieved media coverage including ITV Regional News, BBC regional radio, The Guardian, The Daily Mirror and the Daily Star, with online coverage including The Sun and Daily Express, and more coverage pending. In a nod to nostalgia there were many anniversaries celebrated at the show, including Rubik’s Cube’s 50th anniversary, Tomy’s 100th anniversary and Playmobil’s 50th birthday.

Due to the high demand for exhibiting space, the show increased its footprint by extending into part of the Upper West Hall, which played host to The Lego Group, as well as Tomy and Spin Master, which both returned to the show after a period away.

Claire Ridley, director of Marketing at Tomy, commented: “London Toy Fair 2024 has always been a significant milestone for our industry, and this year was no exception. It was fantastic to be back and see the magic of play come to life in every corner.”

Richard Dickson, general manager, UK & Ireland at Spin Master, added: “Toy Fair is an amazing opportunity to have meaningful conversations with all our customers – and this is invaluable to having a successful year. We’ve had an awesome show connecting with those buyers & cannot wait to be back for 2025”

Toy Fair TV returned once again, broadcasting live from the show floor. There were also famous faces in the crowds, including Michael McIntyre, Ash and Anthony from The Traitors, Stephen Mulhern and Matt Edmondson, all promoting new launches.

This year’s highlights can be watched on Toy Fair’s YouTube channel here. 

The final day of Toy Fair welcomed back Influencer Day, including previous Love Island winner, Nathan Massey. Introduced for the first time this year was an exclusive Inventors’ networking lunch, in partnership with Mojo Nation.

Majen Immink, director of Toy Fair, commented: “As show organisers, reaching 70 years of Toy Fair is not something we take for granted. A huge thank you must go to all of our exhibitors, visitors and contractors, who have supported the show – not only this year but over Toy Fair’s 70-year history, and who once again made this year’s show so vibrant, colourful and a great platform to kick off the business year. We wish everyone a successful year ahead and look forward to welcoming the industry back in 2025.”

Among the exhibitors celebrating a successful show, Anna Chapman of Just Play, said: “Connecting with our business partners could not be more efficient, having met with over 100 retailers across the three days, along with media, agencies and licensors. Thank you BTHA for yet another excellent Toy Fair.”

At Vivid Goliath, Emma Weber said: “It was great to be part of the Toy Fair’s 70th anniversary celebrations and the show felt as busy and vibrant as ever. A highlight has to be Press Day and meeting contestants from the most talked about BBC show, Traitors.”

Nathaniel Southworth of KAP Toys, added: “Toy Fair 2024 has been another successful year for KAP Toys, it’s the only place you can present great product to this number of customers within a 72-hour window.” Playmobil’s Adam Moore said: “There is only one place Playmobil UK could start our 50th birthday celebrations and that is London Toy Fair!”, while Jason McKenzie of Paper Engine – Build Your Own was delighted with feedback at the show. “We were thrilled to be interviewed by ITV Regions; the show was a huge success, and we can’t wait to return next year.”

Nestlums attended for the first time, and co-founder, Matt Hyde, said: “We have not only ended up with major UK retailers wanting to place orders but are now booking flights unexpectedly to Nuremberg to continue closing a deal that will both transform the volumes we were expecting for this year.”

Gavin Mansour of Learning Resources added: “We have seen most of our loyal customers and been introduced to many new ones. There has been a lot of positivity around 2024,” while Golden Bear’s Becky Matthews concluded: “Toy Fair has been fantastic this year, there has been a real buzz in the halls. I have a positive outlook for the year ahead, having identified that we have some absolute winners. Toy Fair is simply the best way to start the toy calendar year!”

The Toy World team would like to add its thanks to the BTHA Toy Fair 2024 team and the Retail PR team for all their hard work in making Toy Fair 2024 bigger and better than ever (and for all the coffee).

Applications for Toy Fair 2025 will open in March 2024 on the Toy Fair website www.toyfair.co.uk.To keep up to date with the latest Toy Fair news, follow Toy Fair on Instagram and Twitter @ToyFairUK.