Magicbox

Friday Blog Post

Author: Suzie Howes, Head of Marketing UK, Magicbox UK. 

Introduction: 

I’m Suzie Howes and I have worked in the toy industry for 24 years now, which is very scary! I work for Magicbox UK and love it. We have a small but dedicated team that’s ‘a little out there’!

What is your favourite part about working in the toy industry?

I love it when you put your heart and soul into a product or brand and then work with it all the way through to seeing it on the shelf. There is nothing more rewarding… well, when it sells out, that’s even better!!!

Give us the inside scoop, what products are you launching at Toy Fair 2025?

We are launching a BRAND NEW CLASSIC in PIRATIX. The range has everything you need – Collectability, Pirates, Action Play, Discovery and Amazing Value – the perfect recipe for success!

What trends do you predict for the Toy Fair industry in 2025?

I think the key for 2025 will be value! There’s a lot of retro and classic properties trending, too. But there’s definitely demand for toys that offer great value for money! 

How many years have you exhibited at Toy Fair? Any favourite memories?

I think I have done 23 Toy Fairs now and I have even done 2 whilst being heavily pregnant, so there really is no excuse. I do miss the days of 3 days of building and eating takeaways on the floor, as you wait for the paint to dry on the shelves!!! 

What is your favourite toy?

My favourite toy is a Care Bear. I got bought my first Bedtime Bear by my grandfather, in Hamley’s, back in 1985. It’s a childhood memory I will never forget.

What’s your favourite Toy craze, past or present?

It has to be the Hacky Sack, dating back to the 80s! I made a fortune selling them to my school mates for a massive profit

What top tip would you give to a fellow exhibitor or visitor attending their first Toy Fair?

It is obvious, but it’s crucial to have your comfy shoes on!