Paper Engine Ltd

Thursday Blog Post 

Author: Jason McKenzie, Commercial Director for Paper Engine Ltd.

 

We first attended Toy Fair in January 2020 – a fresh start-up with one product in the marketplace (our now award-winning Telescope), and two more soon to launch.

 

We were interviewed and subsequently featured by the BBC due to our eco credentials, which was hugely encouraging. Our range of eco-friendly kits are made from sustainable cardboard with minimal plastics, and our company ethos is ‘Less plastic, paper fantastic.’

 

During our time at our first Toy Fair, we met with multiple retailers and made fantastic connections. Buoyed by positive feedback and an incredibly warm welcome into the toy industry, we left knowing we were creating something that people liked!

 

TOY FAIR HERO AWARDS + NATIONAL TV COVERAGE

 

At Toy Fair 2022, we were delighted to win the Best Designed Stand award – our innovative, eco-friendly stand was made entirely from sustainable cardboard. Our new Pinball Machine also won a Toy Fair Hero award which was incredibly exciting.

 

The following year, we were thrilled to win a Toy Fair Hero award for a second time with our new Wallace & Gromit Rocket – our first licensed product. Created in partnership with Aardman Animations, our Rocket then went on to feature on ITV’s This Morning show in their ‘Top Toy Trends for 2023’ segment. This was an amazing opportunity and helped put our new kits firmly on the map.

 

2024 saw me interviewed by ITV News Meridian – talking about the kidult trend and how adults are embracing their inner child. Big kids love our kits too!

 

Our time at Toy Fair is always hugely positive – to date we’ve met some fantastic mainstream media journalists and influencers, gained invaluable insights into the toy industry, and so much more. And we’re happy that our entire (and growing!) team can attend over the few days to experience it all.

 

TREND PREDICTIONS FOR 2025

 

A focus on sustainability and planet-friendly products is an extremely important and growing trend. Post-pandemic, consumers are making considered choices about the brands they purchase from and expect transparency about their eco-credentials.

 

All our kits are made from sustainable paper and board; we will continue to innovate in this environmentally friendly space as we develop and grow our product range. And we already have many products which are 100% plastic-free – including our two recently launched Christmas Eve Boxes.

 

Cost of living pressures mean that consumers are also placing a strong emphasis on value for money.

 

TOY FAIR 2025

 

We are delighted to be showcasing our seasonal products at Toy Fair 2025 – two fun-filled Christmas Eve Boxes and our popular Pinball Machine Advent Calendar. These kits have received an incredible response in our Christmas marketing campaign to date.

 

We’ll also have our exciting new launches for the kidult category – these will be a brilliant addition to our existing range, and we can’t wait to show our stand visitors.

 

We are really looking forward to Toy Fair TV and the Influencer Day – both are great opportunities for Build Your Own. Plus of course, meeting and building relationships with retailers and the media.

 

We will be there with our full range of kits – we now have 34 in the marketplace, with more in the pipeline. Ready for a fantastic few days immersed in the world of toys. We can’t wait!