Exclusive: Rex London – present and correct

Published on: 25th January 2021

Despite the lack of trade fairs in early 2021, Rex London is ready to support new and existing trade customers and showcase the company’s new products.

Rex London is the home of ‘Gifts of Random Kindness’, an assortment of beautiful, affordable and thoughtfully designed products ranging from kids’ toys to lunch ware and just about everything in between. Toy World spoke to marketing and communications manager Anna Williams to find out more.

The company has over 40 years’ experience as a leading toy and giftware supplier, following humble beginnings in 1981 as a stall in London’s Portobello market. Today, Rex London’s portfolio of products can be seen all over the world, from small independent shops to galleries, museums and large department stores.

“The relationships we have with our trade customers are extremely important to us, and we nurture those relationships carefully,” Anna told Toy World. “We strongly believe that working collaboratively, both with our traders and with our colleagues internally, we can achieve something truly great.”

She told us more about the company’s best sellers, particularly in toys and games, where the focus is very much on products that have a classic retro feel with a modern twist.

Rex London works hard to offer competitive trade prices to wholesale customers, with a range made up of thousands of products in original, award-winning prints designed by the in-house team. The company’s environmental impact is also of utmost importance, and Anna talked us through the steps being taken to reduce it.

Rex London had a very good year in 2020, as trade customers adapted to ever-changing conditions. “In the latter months of 2020, we were  pleased to see so many of our traders bouncing back and recovering some of their lost revenue,” Anna explained.

To read the  full article, which appeared in the January edition of Toy World, click here.

For more information, readers should visit, call 020 8746 1700 or email


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