What to Expect at London Toy Fair

Toy Fair 2023 returns for its 69th year with 250 exhibiting companies.

Ian Hart, Senior Digital Editor U.K. & EMEA

January 23, 2023

4 Min Read
Rebecca Deeming.
Rebecca Deeming.British Toy & Hobby Association

Ahead of this week’s London Toy Fair, Rebecca Deeming, communications and events manager, British Toy & Hobby Association, spoke with License Global about what attendees can expect at the event, some of the exhibitors and more. 

The event has been sold out for a while now. How pleased are you that exhibitors are so keen to return to face-to-face events and how confident are you that this will translate into high numbers of visitors? 

Rebecca Deeming: We are delighted by the support the industry has shown the show, as was evident with last year’s Toy Fair. The fact that Toy Fair 2023, which is returning for its 69th year, sold out months in advance, speaks volumes as to how the show is shaping up and with the show now only a few days away, the excitement across the industry is palpable. This will be the second year using the new floorplan layout across the Grand and National Halls, including the gallery levels, which this year we have expanded to occupy the full space, which we think displays how keen exhibitors are to return face-to-face. We had a great turnout at last year’s show despite the challenges and hope that we will have an even higher footfall this year. Visitors can expect to meet 250 incredible exhibiting companies, all under one roof and we have a brilliant schedule of events for press and influencers so there is so much to do and take in at the show. 

Related:London Toy Fair 2023 Product Launches

What can visitors expect to see at the event; is there anything new on the show floor that they may not have seen before?  

We are so excited that Toy Fair TV and the Demo Zone are returning to the show this year, for the first time since 2020! The Toy Fair TV team, led by the presenters, Anna Williamson and Gavin Inskip, will be working their way around the show chatting with key spokespeople from exhibiting companies on their stands, as well as capturing all the funny and great moments of Toy Fair. The Demo Zone, where exhibiting companies will be able to showcase their latest launches and offerings will also be filmed by Toy Fair TV and this year it will be located by the press office, so it will certainly be a buzzing area of the show. We’re also delighted to be welcoming back influencers to Toy Fair this year, with our dedicated Influencer Day taking place on Thursday, Jan. 26. And finally, we have a brand-new Toy Fair Instagram page up and running, so make sure to follow @toyfairuk if you aren’t already as there’s lots of brilliant content, updates and blogs to engage with.  

What are you most looking forward to about the event?  

For me it has got to be seeing the toy industry come together under one roof; it’s lovely seeing familiar faces who have been exhibiting for years and there’s such a sense of community – I can’t wait. I’m also looking forward to seeing the thousands of exciting new products that are being launched this year. We are lucky to be able to facilitate a show for such a creative industry. It’s always very exciting to see the top-trending toy category/ product for the year ahead.  

Tell us about some of the companies that will be exhibiting. Are there new exhibitors in additional to regular ones?  

Among the 250 exhibiting companies, there are around 50 exciting new exhibitors that we are looking forward to welcoming to the show this year, and many returning faces and re-bookings from last year, all showcasing a great range of products. As a little sneak peek of what’s to come, Little Brian will be at Toy Fair 2023 for the first time, showcasing their colorful range of paint sticks to help make painting less messy. You can also expect to see new exhibitors, Razor USA, who make scooters for kids; Sequin Art Limited, who produce a range of sparkly, sequin craft kits; The Mystery Agency, who make escape room puzzles and Smiffy’s, showcasing their fancy dress costumes.  We can’t reveal too much but expect big launches from favorites such as Asmodee, LEGO, Ravensburger, Hasbro, Jazwares and Schleich to name a few.  

How do you think licensees and licensors could benefit by attending the event?  

It’s a great opportunity to see new products and exciting interpretations of licensing agreements. A whole host of exhibitors will be showcasing licensed toys on their stand, including the likes of Just Play, 8th Wonder, Bladez Toys, Jazwares, who will cover a range of licensed products from preschool licenses such as Bluey and Peppa Pig, to Harry Potter, Sesame Street and Barbie. As well as being the perfect place to seek out lucrative opportunities and build connections with toy companies, Toy Fair is a creative environment that will get you thinking outside the box.  


Toy Fair takes place at Olympia London Tuesday, Jan. 24 to Thursday, Jan. 26. Visitors can register for their free pass on the Toy Fair website Toyfair.co.uk. 

Read more about:

Toy Fair

About the Author(s)

Ian Hart

Senior Digital Editor U.K. & EMEA, License Global

Ian joined the License Global editorial team in May 2022 as digital editor for the U.K. and EMEA, becoming Senior Digital Editor in April 2023.

Ian is a huge fan of sports and entertainment brands and, as a father, toys and kids' brands are a large part of his life!

He has been at Informa (formerly UBM) since 2018, where he was previously the editor of SHP, a B2B digital publication aimed at health & safety professionals.

Ian studied journalism at university before spending seven years in online fantasy gaming. Prior to moving to Informa, Ian worked in B2B trade print media, in the automotive sector, working on various publications aimed at independent automotive technicians and parts distributors.

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