Exclusive: Exhibitors reveal their top picks for Toy Fair

Published on: 15th January 2024

As the London Toy Fair approaches, Toy World has invited exhibitors to share the product ranges they’re most looking forward to presenting.

Toy Fair stands as a pivotal event in the toy industry. For exhibitors, it’s an opportunity to reveal meticulously developed new products and highlight existing ranges of which they are particularly proud. This year, Toy World asked about the ranges exhibitors are looking forward to presenting at the show and also captured memories from previous years.

Simba Smoby Toys is eager to showcase its brand-new licensed range from the Netflix show Wednesday. Following the programme’s success, the exhibitor is confident that this range will be successful among buyers. Ben Hogg, head of marketing at Simba Smoby Toys commented: “Visitors should keep an eye out for our RC Thing, which is both creepy and delightful at the same time – we can’t wait to show it to the trade.”

Ben also recalled actor Warwick Davies energetically navigating Toy Fair on an electric scooter, then being mobbed by photographers on the company’s stand clamouring for the winning shot of the launch of his new game.

Amber Elliott, Website, Marketing and Social Media manager at The Noble Collection will also be showcasing the company’s first licensed property from the gaming market. She comments: “Minecraft may be our first gaming partnership, but with the continued growth of the gaming industry and the opportunities it offers us to bring these incredible worlds to life, hopefully it will not be our last.”

Amber also told us about her first Toy Fair, which included surprise encounters with the event’s iconic mascots including Teletubbies, Blue, and Peppa Pig.

John Briggs, commercial director at Canal Toys, detailed all of the things that make him smile whenever he attends Toy Fair – from the double decker stands for the ubiquitous drinks and nibbles, to last minute sales discussions and confidential rooms under NDA on certain stands with “more bouncers than a nightclub”.

To read more detailed Touching Bases from Toy Fair exhibitors included in the January 2024 issue, click here.


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