Ni Feb10 PG06:NOV_08_p.6-13_News_legal.qxd 24/02/2010 15:54 Page 6
Ni Toy Fair Review
Toy Industry fights back after a tough
year of trading
The British Toy & Hobby Association has reported a major surge in
attendance figures following its move to London. The 57th Toy Fair,
which was sold out in December, took place in the Grand Hall at
Olympia from 26th to 28th January 2010. Nursery Industry was
there to report on its success...
Feedback from buyers and visitors was positive as the UK’s largest toy
showcase changed location and moved to a three-day midweek format.
"This has been a major milestone year for Toy Fair as our move back to
Olympia has coincided with a renewed optimism within the market. The new
format and new venue have clearly injected a new energy into the event which
is illustrated by the numbers and very positive feedback we have received,”
commented Jon Diver, Toy Fair Chairman.
“There was an amazing buzz in the hall this year with a great quality of
visitors, including some faces that we haven’t seen for a few years,” added
Steve Reece-Gresty, Managing Director, Imagination Games.
The increase in interest in the event has resulted in sales enquiries for Toy
Fair 2011 from some suppliers who have been absent from the show over the
past few years. Media attention has also grown, resulting in increased coverage
in the national press, helped no doubt by the presence of X Factor runner-up
Stacey Solomon, who was there to meet the costume characters.
There was an amazing buzz in the hall this year with a
great quality of visitors
with well over 300 visitors to the Stand over the three days. The combination
“It’s been very, very busy over all three days. It’s great to be back at Olympia,
of new Brands such as BRIO, Uberstix and Wedgits alongside BabyDan, Bright
we even had a queue outside our room on the first day," enthused a
Starts and Baby Einstein on the nursery side, attracted great attention and
spokesman for Toymaster.
enthusiasm - a fitting way to celebrate our 10th anniversary. Treasure Trove and
Organised by BTHA (British Toy & Hobby Association), Toy Fair will return to
its visitors seemed to enjoy the Olympia venue very much; a great start to
Olympia, London, for its 58th outing from 25th-27th January 2011.
the year.”
Character Options is one of the leading suppliers of pre-school licensed toys
Meeting the faces behind the brand
and master toy licensee of the hugely popular Peppa Pig, Postman Pat and
Fireman Sam properties. In a well attended seminar Dr Amanda Gummer
Tomy introduced Mr Colour Maker at the show, which teaches children
spoke about pre-school licensed toys and their place in children's development.
colours and colour creation in a highly engaging and fun way, but without any
She said: "Licensed products engage children in activities and play that they
mess. Hold one of the three primary colour pots over Mr Colour Maker and
may not otherwise have thought to explore and children use the safety of
watch as the mixing pot magically lights up with the colour! With three
mimicking the characters' behaviour to build confidence, but soon extend the
modes and over 50 sayings, learning colours has never been this much fun,
play with their own imagination.” Amanda successfully made the case for
said Tomy's Amanda Loveday.
reassuring parents that children who are encouraged to take a character from
Haba is a wood manufacturing company known for its high-quality baby
a book or television programme and discuss it, play with it and use it in a
and children's toys, as well as its children's games and furniture. The Nursery
variety of settings will not be any less imaginative or creative than children
Industry team took a stroll round the stand and left very impressed by both the
given generic toys. Rather, when licensed products are carefully chosen they
material quality and educational value of the range.
encourage development and prolong play by providing children with models to
Early Engineers from Learning Curve, the new, easy, creative train play
copy which, in turn, provide a launch pad for a child's own imagination, she
concept specifically designed for aspiring young engineers aged 18 months
said, helping them to develop
and over, won a Best New Toy Award in the vehicles category at this year’s Fair.
creativity and improve social
Katy de Looze, brand manager preschool/youth, at Learning Curve said: “It’s
skills. Presentations on each of
a great start for the brand new product range which made its debut at Toy Fair
the properties followed, with
and goes on sale in February. From now on it’s full steam ahead and we have
new products unveiled and
high hopes for this new brand. Its frustration-free features will encourage
goody bags handed out to all
more young ones into train play and ensure they stay longer with this play
attendees!
activity. Early Engineers is fully compatible with Thomas & Friends Wooden
Railway and is a natural first stage on the train play learning curve.”
A busy show with a great
We also dropped in to Treasure Trove Toys Nursery Division to take a look at
deal to offer the retailer,
their varied range, said hello to Wow Toys and found out more about Re:
we would encourage you
Creation, home to a number of licensed products.
to expand your range
Paul Sirett, Business Director of Treasure Trove Nursery Division said: “Toyfair
further by visiting
was excellent for Treasure Trove both on the toy side and the new nursery side,
Toy Fair 2011.
Stacey Solomon
6
•
NURSERY INDUSTRY
•
MARCH 2010
•
www.nursery-industry.co.uk
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