BTHA “blown away” as Toy Fair sees highest re-booking rate for many years

Toy Fair, celebrating its 70th anniversary in 2024, has attained its highest re-booking rate in many years, with more than 90% of the exhibition space being re-sold to returning exhibitors.

The entire ground floor and popular ‘Greenhouse’ area for smaller companies are already sold out with six months still to go until the show. Exhibitors looking to repeat a successful 2023 showing includes Golden Bear, Vivid Goliath, LEGO, Ty, Hasbro, Orchard Toys, Zapf Creation, Basic Fun!, Character Options and Funko.

Toy Fair has also received more than 60 new applications – some from companies returning after a period of absence and some brand new to the event.

“We are blown away by the support and loyalty the show continues to receive from its returning exhibitors,” said the British Toy and Hobby Association’s Head of Toy Fair, Majen Immink.

“It’s incredible to achieve such a high rate of re-bookings especially in the current climate, which reaffirms the value and importance the industry places on the fair. We continue to work hard to maintain the event’s relevance and hugely appreciate and acknowledge this ongoing support notably as we reflect back on the success of the past 70 years of Toy Fair.

“With many new applicants still to allocate and considerable ongoing enquiries, we are working with the venue throughout the redevelopments with regards to possible expansion of the show’s footprint in order to accommodate the growing appetite for space. The team very much looks forward to welcoming the industry back in January and celebrating the show’s 70th year by creating some nostalgic moments whilst also eager to witness the many incredible new products launching at the show and throughout 2024.”

Toy Fair returns to Olympia London from January 23rd to 25th 2024. Visitor registration will open in early October.

More Recent News

Our top 10 most read interviews of 2024

This year’s top 10 features interviews with Exploding Kittens’ Matthew Inman, Hasbro’s Angus Walker and Jazwares’ Magdalena Eichhorn.

AMIGO to meet game inventors at Mojo Pitch 2025

“We are thrilled to be back at the Play Creators Festival in 2025,” said AMIGO’s Alessandro Montingelli.

Think Influence eyes toy partners for Fisch

The popular Roblox game launched earlier this year and has over 800,000 concurrent users.

Transformers Age of the Primes figures land on Hasbro Pulse

The Transformers Age of the Primes Titan Class Thirteen Star Optimus Prime figure comes with a cannon blaster, shoulder blasters, and the Zodiac orb.

People of Play welcomes Shannon Swindle as Director

“I look forward to creating meaningful experiences, celebrating the work of toy and game designers and continuing to support the incredible people in this industry that I love so much,” said Swindle.

Rubies readies UK launch for Bluey costumes

“We are confident that Rubies’ new Bluey dress-up options will be popular with families on this side of the world, after the positive reception they received in Australia,” said Anita Majhu, Head of Licensing (Softlines) at BBC Studios.