The Toy Fair 2025, scheduled for January 21-23 at Olympia London, is set to be the UK's largest dedicated toy, game, and hobby trade show. As reported by the British Toy + Hobby Association, this premier event will welcome over 250 exhibiting companies, showcasing thousands of products across 23,000 square meters of exhibition space to retailers, buyers, and industry professionals.
Hero Toy Awards Highlights
The 2025 Toy of the Year (TOTY) Awards, organized by The Toy Foundation, are set to celebrate innovation in the toy industry with 115 finalists across 16 categories. Notable contenders include LEGO, with nominations in multiple categories such as Action Figure of the Year for their Batman Construction Figure and the Bat-Pod Bike, and Educational Toy of the Year for the LEGO Technic Planet Earth and Moon in Orbit. Other highlights include Spin Master's Bitzee Disney in the Tech Toy category and Mattel's Pictionary vs. AI, showcasing the industry's embrace of artificial intelligence. The winners will be announced at a gala event on February 28, 2025, kicking off the Toy Fair 2025 in New York City.
Emerging Brands in Gold Zone
The Gold Zone, formerly known as the Greenhouse, is a dedicated area at Toy Fair 2025 showcasing innovative products from smaller and startup companies. Located in the Grand Hall, this sold-out section highlights emerging talent and first-time exhibitors eager to make their mark in the toy industry. Notable Gold Zone participants include IGLOO, Creative Scavenger, Max and Ivy, and Little Pledgers. This hub of creativity offers visitors a unique opportunity to discover hidden treasures and potential future industry leaders, while providing a networking platform for entrepreneurs and startups to share experiences and knowledge.
Live-Play Activations and Demos
At Toy Fair 2025, attendees can expect an array of engaging live-play activations and product demonstrations that bring toys to life. The Demo Zone will showcase complex toys in action, allowing buyers and industry professionals to experience products firsthand. Toy Fair TV will return to highlight innovative products through stand visits and live streams broadcast throughout the venue and online.
These interactive experiences cater to the growing trend of experiential retail in the toy industry. Brands are leveraging hands-on demonstrations and immersive displays to create memorable experiences that captivate consumers and generate buzz. This approach not only enhances engagement but also provides valuable opportunities for manufacturers to showcase the unique features and play value of their products in a dynamic, real-world setting.
Booking Information:
Given the busy nature of events like the Toy Fair, it's recommended to book early to secure your accommodation. You can book directly through the Mercure London Paddington or via major travel booking platforms. This hotel offers a convenient location, comfortable amenities, and a great base for those attending the London Toy Fair 2025.
