Simba Smoby

Mayur Pattni, Head of Marketing

The countdown to Toy Fair is on and I’m looking forward to my 10th year exhibiting at the show. Simba Smoby has enjoyed a great period of growth over the past few years, climbing up the NPD supplier rankings and challenging for a top 15 spot. We’re confident we’ll continue on that trajectory in 2023 with some really cool new launches.

Action figures have been a favourite of mine since I was a kid so I’m particularly excited about showcasing the new action figures and die-cast product from our Jada range at Toy Fair. It will also be a great opportunity for us to show off the latest colour change in the Smoby range and introduce new additions to doll brands Steffi Love, Evi and BeKind.

2023 is a milestone year for Disney as the brand marks its 100th year. Our range of Disney plush will reflect the big occasion and there will be plenty of ways for our retailers to join in on the celebrations with special anniversary FSDUs and CDUs.

This Toy Fair, I’ll be making the most of face time with our customers to hear all about what marketing support they need for the year ahead. To date the toy market has been somewhat resilient to economic factors – as parents always want to put a smile on their children’s faces – but the uncertainty with exchange rates and freight will play a factor in pricing next year. We will be supporting our retailers as much as possible throughout the year with a marketing plan that involves digital and print advertising, social media, PR and influencer activations.

Business aside, Toy Fair is genuinely a fun place to be. There’s always excitement and enthusiasm in the air and it’s a brilliant opportunity to catch up with colleagues and customers and hear what everyone’s been up to. We’ll be at Stand B50 so make sure you pass by and say hello!