ED.UK.8 Worldwide Ltd.

Please provide a brief introduction to yourself and the company you work for

Hi, my name is Sabrina Tweddle. I work at Eduk8 Worldwide, where we specialise in the design and manufacture of educational toys and resources.

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

Not only is it a fun friendly sector, knowing that we are supplying toys to children that will educate, inspire and entertain, always puts a smile on my face. As a company we will always ensure our products are as inclusive as possible, so that no child misses out.

Give us the inside scoop, what products are you launching at Toy Fair 2024?

Recycling has already been at the forefront of Eduk8’s commitments but this year it is more prevalent than ever. The focus for 2024 is sustainable eco friendly, outdoor play and science products. It is clear from our research and sales that these ranges are what parents are currently looking for.

What trends do you predict for the Toy Fair industry in 2024?

More growth and demand for outdoor Educational Toys.

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

Eduk8 has been exhibiting for a decade now. The atmosphere was the first thing that hit me when I walked into Toy Fair on Day 1…everyone is in high spirits and it’s such a charming industry to be a part of. It can be tiring – but work hard, play hard as they say!

What is your favourite toy?

When I wasn’t playing with my brother’s hand-me-down Transformers, I always loved Barbie as a ‘bairn’. (For the uninitiated, this is the Geordie meaning for child). Now a decade (or two) later, it is so refreshing to see Barbie has taken the next step in developing diverse and inclusive dolls.

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

Make sure your schedule is organised and keep your goals in mind. Social Media – if you’ve taken the effort to put in all the hard work for the stand and run up to the show, make sure to take lots of pictures for your marketing team, and to look back in years to come. Wear a big smile – you are the brand. Don’t forget your business cards! And finally and possibly the biggest tip there is – as my director Christine has drilled into me for years – wear comfortable shoes!