Lockdown boom Whilst the toys and games industries saw a boost from lockdown , many of the individual businesses have suffered during the pandemic , says Deeming .
“ In 2020 we had a bumper year – up 5 % on 2019 . With people being at home during Covid-19 lockdowns and people spending more family time time at home and spending less money on experiences and holidays . Boardgames , jigsaws , construction sets all saw a boost , that was a huge year for the toy industry – but it doesn ’ t replicate the hardships the toy industries faced businesswise .
“ They suffered from supply problems and Brexit . For 2021 we are down 3 % on 2020 but up 2 % on pre-pandemic . Comparing with 2019 , a more normal year , it shows the toy industry is resilient and the demand for toys and games is there . We are a £ 3.2m UK market .
“ Buyers , retailers and licensors were really pleased to be back , in person and get their hands on products . It ’ s things you can ’ t do over Zoom .
“ It ’ s also really important for the toy industry because 80 % of the market is made up of SME companies , a show like this is such a good platform to build new relationships they possibly wouldn ’ t have been able to do online .”
In-person experience For buyers especially , being able to play with product for real is crucial to gauging the functions and durability . For that , only face-to-face exhibitions will do , says Deeming .
“ Buyers , retailers and licensors were really pleased to be back , in person and get their hands on products . It ’ s things you can ’ t do over Zoom .”
“ There are so many different toys and different functions – you can ’ t get a really good grasp of what that toy does as well as in person .
“ We didn ’ t do a virtual exhibition , but in 2021 we did an extended online exhibitor list , so people could upload more information and photos , videos , product catalogues and videos . We wanted to do as much as we could to support the industry a bit more . We have kept that for this year as well .
“ There are some excellent virtual technologies out there but having an in-person show is so special . In the toy industry everyone knows each other and its nice for everyone to catch up in person . The show floor has been really busy . It has been so nice to see so many people .”
The Toy Fair has become the toy industry ’ s showcase for new product launches and the barometer of the hottest toys of the year . This year ’ s Hero Toys – tipped to become the most sought after playthings of 2022 – spanned all age brackets – with Tamagochi , Peaky Blinders and Hey Dugee all joining the mix .
BTHA said that although UK toy sales declined by 3 % in 2021 to £ 3.2bn , some toy categories grew last year including plush , up 9 %, and vehicles , up 7 % year on year and classics like Star Wars and Barbie still amongst the fastest growing properties .
Roland Earl , director general at the BTHA says there is reason to be hopeful .
“ The UK toy market has held relatively firm compared to pre-pandemic figures and there are signs to be optimistic about the year ahead with some categories showing growth and a strong line up of new releases for 2022 .” EN
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