Positive start to the year at a busy Toy Fair 2025

The toy industry reunited at Olympia London for Toy Fair 2025, a dynamic three-day event that showcased the latest trends and innovations shaping the world of play. With more than 250 exhibiting companies unveiling thousands of new products, including trending categories such as collectibles, pocket money toys and licensed toys, the event was a true celebration of the creativity and ingenuity of the toy industry and a positive start to the year.

It was an incredibly busy three days connecting exhibitors with high-calibre visitors including buyers, licensors, inventors, media and the wider industry, all under one roof, establishing new connections as well as building on existing relationships.

Becky Matthews, Sales & Marketing Director at Golden Bear Toy said: “Toy Fair 2025 has been a blast. We have had a very positive three days. It’s been fantastic to reconnect with our customers, agencies and industry friends, and to showcase our exciting ranges in such an inspiring environment. We’re already looking forward to being back next year!”

Emma Weber, Senior Director Marketing and Licensing at Vivid Goliath added: “Toy Fair 2025 has been another great show. We loved opening on Tuesday with our Traitors press event, had over 250 meetings with our retailer, licensing and media partners and are excited for the year ahead and finalising listing for our Christmas ranges.”

Toy Fair TV returned to the show capturing appearances from a host of familiar faces, including Stephen Mulhern, Matt Edmondson and Touker Suleyman from Dragon’s Den, all promoting exciting new launches. The Traitors’ stars Armani and Lisa made an appearance promoting the popular The traitors boardgame, and Luke ‘The Nuke’ Littler attracted a buzzing crowd demonstrating his new dart range. You can catch up on all the highlights of Toy Fair TV on YouTube here. Toy Fair and its exhibitors gained coverage in The Guardian, The Sun, The Mirror, BBC News, The Daily Star and BBC Regions Radio, with more to come.

The final day of Toy Fair 2025 celebrated the return of the popular Influencer Day as well as the exclusive Inventors’ Lunch, organised in collaboration with Mojo Nation. This exclusive, invite-only event reflects the vital role that inventors play in contributing to creativity and innovation within the toy industry. 

Majen Immink, Director of Toy Fair, commented: “Thank you to all our exhibitors, visitors, and contractors who once again made this year’s Toy Fair such a vibrant and exciting event. Your continued support has helped us to create a colourful and bustling event to kick off the business year in the best possible way. The energy and enthusiasm at this year’s show was palpable and we hope it sets the tone for a successful year ahead for everyone involved. We are already looking forward to welcoming the industry back in 2026!”

Applications for Toy Fair 2026 will open in March 2025 on the Toy Fair website www.toyfair.co.uk. To keep up to date with the latest Toy Fair news you can follow us on Instagram @ToyFairUK.