What to Expect at London Toy FairWhat to Expect at London Toy Fair

Ahead of London Toy Fair 2025, set to take place from Jan. 21 through 23 at Olympia Events London, License Global sat down with Rebecca Deeming-Mitchell, senior communications & events manager, British Toy & Hobby Association, to look ahead to the show. Within the interview, we discuss what licensing opportunities the event has on and off, as well as look at the toy trends shaping the market and look ahead to what the future holds for toys and games …

License Global: Why is London Toy Fair seen as such a must-attend show for those connected with toys, and what can visitors expect to see at the show this year?

Rebecca Deeming-Mitchell: Toy Fair plays a pivotal role as the industry’s kickoff event showcasing the hottest new toys and emerging trends right at the start of the calendar year. It presents unparalleled exposure for brands, especially in the licensed toys sector.

The show is set to offer an extensive showcase across three days spanning both levels of the Grand and National Halls as well as part of the Upper West Hall. Attendees can look forward to a jam-packed three days of networking opportunities for developing key business relationships and discovering innovative product lines. 

New for 2025 is the exciting rebrand of the Gold Zone after 20 years staged as the Greenhouse. The revitalized space is buzzing with an array of new discoveries and brands, some of which are new to the industry and looking to make their mark on the toy world. The Gold Zone will play host to a range of companies including Igloo Books, Robert Frederick and Pantasy which are all showcasing beloved characters re-envisioned through innovative approaches.

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You can also expect the return of the ever-popular Character Parade, as well as the Toy Fair’s Hero Toy Awards – a must-see display located outside the Press Office, of some of the most exciting and stand-out toys on display at the show.

Why should licensees and licensors attend, who can they expect to meet at the event and how can they make the most out of the show?

Toy Fair serves as an important meeting point for the industry, especially for licensees and licensors navigating the current market landscape. With over 250 exhibiting companies including, Golden Bear, Jazwares, Big Potato Games, Orchard Toys, tonies, University Games, Ravensburger, Hallmark, The Noble Collection U.K., plus hundreds more, all showcasing a vast range of products from arts and crafts, plush toys and tech toys, to boardgames, puzzled and dressing up clothes, there is something for the whole licensing industry to explore.

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Visitors can maximize their experience by planning their visit, scheduling meetings with key exhibitors and allocating time to discover unexpected opportunities. To aid with the planning process, there is an interactive floor plan and detailed online exhibitor listing on the Toy Fair website.

London Toy Fair at Olympia London

What are the core trends permeating the kids’ entertainment and toy markets? How can we better engage younger audiences through crossing the bridge between watching, learning and playing?

Licensed toys are rapidly diversifying, reflecting changes in consumer demands and cultural trends, and thus reinforcing their significance in the market. Innovation has become essential for captivating younger audiences, indicating a comprehensive approach to product development and marketing.  Spanning movies, gaming influencers, streaming services, and traditional TV, popular culture envelops us. The richness of children's media consumption opens abundant opportunities for engagement – all of which are in abundance to see at Toy Fair.

Speaking more generally, how do you see the toy market changing in 2025 and what will consumers, especially families with young children, want to see in the aisles?

The beauty of the toy industry is that there is so much variation and something for everyone, it is difficult to predict what families with young children are wanting to see the most next year as every child is different. Licensed toys with preschool characters are always popular however, and will no doubt continue to be a favorite in 2025.

Finally, what are you, personally, most looking forward to about the event in 2025?

I’m most looking forward to the opening morning and the buzz that will radiate around the show floor. After a year of planning, it is always so exciting to see the fantastic, bright and colorful stands come to life and how well received they are by attendees as they filter through the doors. Our exhibitors put in a huge effort to make the show the buoyant and fun show that it is, so it’s always nice to see everyone enthusiastic and raring to go on the first morning. We can’t wait for the show to open and wish all exhibitors and attendees a successful show and year ahead.  

Watch: License Global at London Toy Fair 2024 ...

London Toy Fair takes place at Olympia London Tuesday, Jan. 21 to Thursday, Jan. 23. Visitors can register for their free pass on the Toy Fair website Toyfair.co.uk.