The spring trade show calendar has kicked off in earnest and next it’s the turn of the toy shows – Toy Fair at London’s Olympia (21-23 January) and Spielwarenmesse in Nuremberg (28 January – 1 February). LicensingSource.net catches up with the organisers of both events to find out more.
“Licensed toys have not only grown at Toy Fair but in the toy industry in general,” begins Rebecca Deeming-Mitchell, senior communications and events manager at the BTHA. “In recent years we’ve seen an increase in the presence of licensed toys at the show and the variety of licences change too, ranging from evergreen characters to the latest pop culture phenomena.”
The licensing landscape at Toy Fair – which takes place at London’s Olympia from 21-23 January – has evolved alongside media consumption over the show’s seven decades, says Rebecca, reflecting a range of characters which bridge generations and digital frontiers we know today.
Rebecca continues: “Enduring figures such as Paddington Bear who’s now over 60 years old, and Hello Kitty, who celebrated 50 years last year, have been joined by modern sensations like Peppa Pig and Bluey, mirroring the expansion of media and broadcast platforms. The Character Parade at Toy Fair dazzles with these icons and new faces from trending computer games and streaming hits, like Pikachu, marking the sector’s growth in this area too.”
Hunter Price International will be one of the companies taking to the show floor at Olympia.
“I’ve been attending Toy Fair for 15 years and one thing which hasn’t changed since my very first show is the pure excitement and adrenaline you get trying to ensure you get quality show time with each of your customers – organised chaos at its best,” says Richard Belford, sales director for toys and activities at Hunter Price International. “Even though we’ll regularly welcome customers to our HQ, there’s special show buzz you get when you get to walk them through our latest new launches in Olympia.”
The company will be highlighting its new look following a brand refresh, with its Consumer Product Playhouse readying for a ‘show stopping’ start to the New Year. When it comes to licensed lines, following a host of new arrivals to the portfolio, newcomers to Hunter Price’s Toy Fair stand for the first time will include Mood Bears, Stitch and Fugglers.
The selection of exhibitors at Spielwarenmesse – running in Nuremberg from 28 January to 1 February – with licensed toys is also diverse, Christian Ulrich, board spokesperson for Spielwarenmesse eG tells us. “Licensed toys are regarded as reliable revenue generators,” he begins. “According to Licensing International, the market for licensed goods continued to consolidate in 2023, reaching an impressive volume of $336 billion across all sectors. Toys were one of the largest product categories. Accordingly, we have seen the range of licensed toys at the trade fair grow for several years now.”
Spielwarenmesse has a long-standing relationship with industry trade body, Licensing International. Christian continues: “Together with the association and our own B2B networking event BRANDmate, we are creating a special platform for licensees and licensors with the LicenseLounge in the foyer of Hall 12.0. The LicenseTalks will also take place here – not traditional presentations, but informal discussions with experts from the licensing industry.”
Both London Toy Fair and Spielwarenmesse also attract a vast number of licensees outside of the toy category who attend the shows to pick up on trends and innovations which can be applied to their product sectors.
“Staying up to date with what is new in regards to products, licensing, retail or general market performances is invaluable to the success of any business but especially in trend-led consumer product businesses,” says Matthew Reynolds, md at Little Brother Books. “Trade fairs are key times of the year when everyone shares news and updates with you. However it is not just the formal discussions and presentations you have at these fairs that are the most insightful, it is often casual conversations with non-competitive business friends that can be equally insightful.”
For the organisers, their aims for their respective shows are clear. “We want to ensure the show has a buzzing atmosphere full of excitement surrounding the new launches at the show, to facilitate new partnerships and strengthen current relationships for those in attendance, all to help put the toy industry in a prosperous position for the year ahead,” says the BTHA’s Rebecca.
Spielwarenmesse’s Christian concludes: “Our aim is to convey an up-to-date picture of the global toy industry. In addition, the Spielwarenmesse should be a place where contacts are made, and the entire diversity of the toy world unfolds. We are a source of inspiration for the entire industry and at the same time we want it to be an unforgettable experience for all participants.”
Across the Toy Fair show floor
“We are very fortunate at Toy Fair to have such a broad range of exhibitors showcasing a variety of different licensed toys and products,” says BTHA’s Rebecca. “Examples of exhibitors with licensed product for 2025 include Peg Perego with its battery-powered ride-on vehicles for kids ranging from motorbike brand Ducati, exclusive John Deere tractors, and rugged Polaris 4×4 ride-on vehicles; Rainbow Designs will be bringing timeless characters like Peter Rabbit and Paddington Bear to life; and Golden Bear Toys, renowned for transforming beloved children’s TV characters into high-quality toys, plus many more.”
In addition, Toy Fair’s Hero Toys display will once again take pride of place outside the Press Office, highlighting a range of new toys which have been picked by an independent panel of retailers. Notably, last year around 20% of the winning entries were licensed products, reflecting the importance and popularity of branded toys in the market.
This feature originally appeared in the spring 2025 edition of Licensing Source Book. To read the full publication, click on this link.
