NEWS
TOTAL LICENSING
With more than 60 per cent
of toys reportedly us-
Venue: ExCeL, London
ing a license and the
Dates: January 30 – February 2, 2008
market for licensed
Please register for tickets at
www.toyfair.co.uk
toys growing by 12
per cent between
There are still a number of ex-
2005 and 2006
citing opportunities remaining
(as opposed to
for 2008, including the Toy Fair
an overall growth
Planner, the show Lanyards,
in the toy market
and the Toy Fair party.
of five per cent),
Licensors are welcome to ap-
there is no doubt-
ply for sponsorship through the
ing the powerful and
BTHA on 020 7701 7127.
profitable link between
Toy Fair also invites license
the licensing and toy in-
holders to bring their characters to the event each year to meet and
dustries.
greet visitors and, perhaps more importantly, to take part in the an-
At Toy Fair – the only dedicated toy,
nual photo call to which hundreds of journalists are invited to attend
game and hobby exhibition in the UK
on press day. Licensees who are interested in this opportunity should
– organisers, the British Toy & Hobby
contact Toy Fair in advance or register their characters and ‘minders’
Association (BTHA), have watched
online at
www.toyfair.co.uk.
with their brands.
The last point is really not surprising,
when you consider that more than
250 companies exhibit at Toy Fair,
ranging from large internationals, to
brand new start ups and entrepre-
neurs in the Greenhouse Area.
This year, the exhibitor list includes
the likes of Bachmann, Bandai, Bedlam
Puzzles, Born to Play, Character Op-
tions, Corgi Classics, Drumond Park,
Golden Bear, Halsall International,
Hasbro, Leapfrog Toys, Lego UK, Play-
mobil, RC2, Spin Master Toys, Upstarts,
Vivid Imaginations, Vtech Electronics
Europe and Zapf Creation. For a full
up to date exhibitor list, please visit
www.toyfair.co.uk.
Together, Toy Fair’s exhibitors, show-
case thousands upon thousands of
new toys, games and hobbies designed
for all ages, from infants up to adults,
making Toy Fair the perfect place to
spot successful licensing products and
with interest as the growing impact of
work with and find potential future partners.
licensing in toys has been mirrored in
licensees and to see brand new toys In addition to using Toy Fair as a win-
the activity, attendance and products
and concepts that could work well dow on tomorrow’s world of toys,
at the show in recent years. As a re-
licensors are also increasingly
sult, more and more license holders
using marketing and sponsor-
attend Toy Fair each year including
ship opportunities at Toy Fair
globally known companies, such as
to maximise the potential the
Cartoon Network, BBC Worldwide,
event has to reach the entire
The Walt Disney and Warner Broth-
UK toy industry with one hit.
ers.
Cartoon Network, for exam-
Research has shown that licensors at-
ple, has sponsored the official
tend Toy Fair for a number of reasons:
exhibition bags for the last
to meet existing toy partners, to net-
five years.
60
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