MY TOY FAIR BLOG
Just Play
Monday Blog Post
Author: Amy Saunders, UK Country Manager at Just Play UK.
As London Toy Fair 2025 approaches, the team and I have been reflecting on our past three shows. Just Play UK first exhibited in 2022, before we’d even shipped one carton! It really was a stake in the ground moment, letting the industry know that we were here, and it was integral to building our network and getting those early orders in.
Another key show that stands out for us was last year’s Toy Fair – 2024. Our team had doubled in size since 2023, and it was our biggest stand to date. We had such positive feedback from retailers and licensors alike, and it really served to put Just Play UK on the map.
With each Toy Fair, we’ve become bigger, better and braver, and we’ve continued to push the boundaries and disrupt the industry! London Toy Fair 2025 will see that trend continue; visitors can expect to visit our largest stand yet, where we’ll be showcasing our ever-expanding portfolio of amazing brands. We always like to include some theatre and entertainment, like the year we had our ‘Slinky Challenge’, with purpose-built steps incorporated into the stand to slide the Slinkies down. And 2025 will be no different – on the Just Play stand you can expect games, crafting and more!
For us, London Toy Fair presents a unique opportunity to showcase what’s coming through to our customers – both existing and prospective. The event offers a real springboard to the year, where we can shout about who we are, what we do that’s great, and ultimately drive anticipation for our ranges. And this show really is more important than ever, as it’ll be our first opportunity to showcase some of our newest, hottest lines, including the extensive new licensed arts and crafts range from the recently acquired Tara Toy. We’ll also be disrupting the girls collectibles aisle with Knotz, the DIY, customisable collectible that launches later this month. This brand-new IP brings together the tactile satisfaction of DIY in an easy-to-do, mess-free format that results in cute, poseable a uniquely styled collectible plushies.
PLUS, following Disney’s announcement that the live-action Lilo and Stitch movie will be launching on 23rd May, we predict that 2025 is set to be very blue and fluffy! With that in mind, buyers, retailers and press should all come along to the Just Play UK stand to see our extended Disney Stitch range, launching in line with the movie release.
As Stitch would say: “Goobaja!” (translation: “Let’s go!”)
