Spring Fair gets underway

Published on: 5th February 2024

As the event opens its doors, Spring Fair has announced a partnership with TikTok Shop to deliver business solutions in the new Masterclass Studio.

Spring Fair, which began on Sunday and takes place until Wednesday 7th February at NEC Birmingham, has announced a partnership with TikTok Shop to underscore the evolving nature of retail.

TikTok Shop is an e-commerce solution integrated within TikTok. It enables merchants and creators to showcase and sell products for the TikTok community to discover and purchase directly through a complete in-app experience. Sponsoring Spring Fair’s new Masterclass Studio, the partnership is dedicated to helping grow retail businesses by offering expertise in TED-style talks on an array of topics from social media skills, buying best practice, radical retail technology and conscious consumerism, from TikTok Shop’s experts and leading agencies including B Corp, Google, Avocado Social, Dalziel & Pow, and The Buyer and Retail Coach Ltd.

Jo Spence, head of Content, Spring Fair, said: “Collaborating with Tik Tok Shop has been a fantastic opportunity for us at Spring Fair. Not only are we gaining valuable insight into the future of digital retail, but to be able to share this with our audience and customers to help them thrive, is ultimately, why we do what we do. As eCommerce continues to thrive, collaborations like this pave the way for a future where digital and physical retail seamlessly coexist.”

Buyers will be able to discover TikTok’s latest retail benefits and immerse themselves in sessions that will provide invaluable insights and practical knowledge to boost their business using the platform, with fundamental tips on building authentic connections with their audience.

Ginny Major, Home & Living Category manager from TikTok Shop commented: “Spring Fair’s dedication to helping its customers’ businesses thrive provides an ideal event for us to collaborate and drive meaningful shopping moments across physical and digital retail.”

Soraya Gadelrab, Event director, Spring Fair, concludes: “This strategic alliance marks a paradigm shift, and businesses in the retail sector should be ready to embrace the exciting possibilities it brings.”

The full Masterclass Studio in partnership with TikTok Shop programme can be viewed here.

Spring Fair takes place from 4th – 7th February. The organisers describe this year’s iteration as “an inspirational experience dedicated to the magic of discovery”. Buyers can discover the latest products across four key destinations – Home, Gift, Moda, and Everyday – and 13 definitive sectors. In an exclusive interview in Toy World’s February issue, Soraya Gadelrab tells us what visitors can expect from the show, why sustainability continues to be a key focus and how upgrades to the show’s content will provide an even better experience. You can read the interview here and discover what companies of interest to toy retailers have to offer in our preview pages.

Meanwhile, select exhibitors told Toy World what Spring Fair means to them and what they are expecting from the show this year – find out what they had to say here.


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