Ready , teddy , go .
Olympia London ’ s first trade show of 2022 , the Toy Fair saw thousands of buyers , hundreds of exhibitors and the launch of countless new products . With all other global toy exhibitions cancelled this year , the British Toy and Hobby Association told Exhibition News they were delighted to be first off the starting line
The global toy industry saw an unexpected surge in 2020 as families were forced to stay indoors and entertain themselves . But that didn ’ t mean the sector wasn ’ t desperate to get back out to making business deals face to face .
The very first Toy Fair was held in 1954 – across a string of locations in Brighton . Since then the fair has moved homes to the NEC , ExCeL , back to Brighton and has now been at Olympia London for more than a decade .
With just days before the three-day exhibition opened on 25 January , it became clear the London show would be the only international toy trade show taking place this year after the Nuremberg Speilwarenmesse was cancelled . New York and Hong Kong events had already announced plans not to go head in 2022 . Undeterred , and with a raft of extra Covid-19 safety measures in place , the Toy Fair welcomed some 260 toy companies , who between them will launch thousands of new toy lines this year .
Public relations and events manager Rebecca Deeming says : “ After a year away it feels great to be back . It seems to be buzzing and we ’ re so excited to be back .
“ From an organiser ’ s perspective we feel so much sympathy for the other organisers who have had to cancel because you know how stressful it can be to make sure you can go ahead . In the UK we have different set of circumstances and restrictions . Every country situation is difficult . But we just want to give people the opportunity to exhibit safely .
“ Whilst we are so happy we are able to hold a show , the safety of all or exhibitors and visitors is our number one priority by making sure all our visitors and exhibitors feel safe , by showing a Covid-pass , mandatory mask wearing , extra hand sanitiser stations and opening a second entrance to prevent crowding .
“ Our exhibitors are keen to do business .”
The January 2020 fair was unaffected by the pandemic , but after cancelling in 2021 , the toy sellers where buzzing to be back .
“ We have had really great support ,” says Deeming . “ Up until show opening we were getting daily enquiries for stands at the show . We have been very lucky with the willingness of everybody to attend and we ’ ve had lots of new exhibitors as well .”
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