Tag Archives: uk toyfair 2022

UK Toy Fair 2022: A Resounding Success

UK Toy Fair 2022: A Resounding Success

The UK’s toy community gathered this week in London for the BTHA’s UK Toyfair. After the event was cancelled in 2021, there was some ‘umming’ and ‘aahing’ in the run up to the London show. As the other major shows fell by the wayside, the UK governments approach to starting to live with Covid worked in favour of the toy industry.

Sadly, I would love to be writing a report of the show from the perspective of someone who visited, but in a bittersweet ironic moment which even Alanis Morisette would have referenced in her famous song, I tested positive for Covid and sat at home while the show went on. Reports from people who did make it to the show suggest a sheer sense of relief and happiness to be back amongst our people, the show has generally been declared a resounding success!

Alongside the show, the NPD group released a statement on the UK toy market’s performance in 2022, with overall toy market sales being down by 3% in 2021 versus 2020. This may look like negative news, but we have to bear in mind that a). supply chain woes were worse for the UK than some markets due to the added complication of Brexit with reports of stock arriving in market late. b). NPD’s report does point out that the market is still 2% up versus the last pre-pandemic year of 2019.

All in all, it looks like the UK’s toy trade is in robust shape ahead of a major movie year in 2022.


We run a Consultancy business helping toy & games companies get ahead. For more information, check out www.KidsBrandInsight.com/services

We also run a Strategic Sourcing Consultancy advising toy & game companies around the world on their Sourcing strategies, reviewing their vendor base & suggesting improvements. To date our Sourcing services have saved our clients $tens of millions. For more information on how we can help, just go to: www.ToyTeamAsia.com