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London’s toy industry revolves around one event every January. Naturally, we’re talking about The Toy Fair, the UK's premier toy, game and hobby trade show, which in 2024 concluded its 70th-anniversary edition at Olympia London. The fair attracted over 250 companies and buried retailers, buyers, media, and industry professionals under an avalanche of new releases. Kidult toys and a wave of nostalgia took center stage at Toy Fair 2024, as exhibitors unveiled thousands of new products over three days. From classic favorites to innovative releases, the event provided a platform for industry players to network and showcase their latest offerings. London companies are also jumping on this trend!
The show garnered extensive media coverage from prominent outlets including ITV Regional News, BBC regional radio, The Guardian, and more. Celebrating milestones was a recurring theme, with iconic brands like Rubik’s Cube marking its 50th anniversary, TOMY celebrating its centenary, and Playmobil commemorating its 50th birthday. Responding to overwhelming demand, Toy Fair 2024 extended into part of the Upper West Hall. The expansion accommodated renowned brands such as The Lego Group, along with the return of TOMY and Spin Master, adding to the show’s vibrancy and diversity.
Toy Fair TV, a popular feature, returned to broadcast live from the show floor, showcasing the hottest new toys and games in action. The event also attracted notable personalities like Michael McIntyre, Ash and Anthony from The Traitors, Stephen Mulhern, and Matt Edmondson, all endorsing new launches and adding star power to the festivities. In addition to celebrity appearances, the final day of Toy Fair hosted the dedicated Influencer Day, with influencers capturing content and engaging with exhibitors. A new addition this year was the exclusive Inventors’ networking lunch, in collaboration with Mojo Nation, honoring and uniting the diverse talent within the inventor community.