Casdon Ltd

Friday Blog Post

Author: Eleanor Connolly, Head of Sales and Marketing, Casdon Ltd.

Introduction: 

I’m Eleanor Connolly, Head of Sales and Marketing at Casdon. We’re a family-run business that’s been around since 1946, founded by Thomas Cassidy, and now in its third generation with Phil and Peter Cassidy (Thomas’ grandsons) at the helm. Though we’re a small team, we’ve got a global presence and are proud to be the UK’s top manufacturer of infant-preschool role-play toys. Our line-up includes some amazing licensed products from brands such as Dyson, De’Longhi, Ooni, Morphy Richards, and Henry & Hetty. We’re always on the lookout for the next big thing, and for 2025, we’re super excited to introduce three brand new licences at Toy Fair London!

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

My favourite part of working in the toy industry is definitely the people—it’s such a creative and passionate community. Of course, we wouldn’t all be here if it weren’t for the products themselves. There’s always something new and exciting being developed every year, which keeps things fresh and inspiring. Plus, there’s a wonderful sense of nostalgia that comes with it all. Toys have a way of bringing back cherished memories and being part of that is truly special.

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

We’re thrilled to reveal that we’ll be launching 16 new products this year at Toy Fair 2025. Role-play remains at the heart of what we do, and you’ll see that reflected in several exciting new releases. However, we’re also branching out into fresh territories too, blending role-play elements with plush toys. If this sparks your curiosity, why not stop-by our stand, where we’ll be hosting engaging activities—and perhaps some giveaways—to bring our latest innovations to life.

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

For Toy Fair 2025, I predict a strong focus on play that sparks emotional connections and taps into nostalgia, particularly in the preschool role-play space. Alongside this, we’ll see a rise in experiential marketing activations, where brands create more immersive and interactive experiences to engage their audiences. These two trends—emotionally-driven play and hands-on marketing—will likely be major forces in shaping the industry.

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

We’re proud to say that Casdon has been exhibiting at Toy Fair London for as long as the event has existed. It’s been an incredible journey watching both our team and product range grow, along with the evolution of the Casdon brand itself. We’re lucky enough to have a library of imagery that showcases this transformation over the years, which is something we’re really proud of.

What is your favourite toy?

It’s hard to pick just one favourite toy with so many great options, but for 2024, our De’Longhi Barista Coffee Machine has really stood out. It’s been incredibly well received, as shown by the 4.7-star average rating from customers across various retailers. That said, we have some exciting new products launching in 2025. So, if you stop by our stand during the show, I might just let you in on the clear winner for Autumn/Winter 2025!

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

My favourite toy craze, both past and present, has to be the Sindy doll. She was my favourite toy as a child, and the nostalgia surrounding her still brings back such fond memories. So, for that reason alone, I have to give her some well-deserved recognition!

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

For exhibitors attending their first Toy Fair, my top tip is to start your PR efforts early. Building buzz before the show will help draw people to your stand. Make sure your stand is visually interesting and interactive to attract visitors and keep them engaged too. And don’t forget to network! Toy Fair is a great opportunity to connect with other industry professionals, so take the time to build relationships and share ideas. It’s all about making an impact and making connections!