London Toy Fair Highlights 2019


Written by Jenna Galley

12 February 2019

As the UK’s largest dedicated toy, game and hobby trade show, The London Toy Fair welcomes more than 270 companies exhibiting thousands of products each year. In January, our Trend Researchers attended the show to spot emerging trends as well as monitoring how the trends we forecast are being reflected in product design.

This year, we evidenced an increasing number of brands responding to sustainability concerns with new alternative materials for baby and children’s products. We’ve also seen technology open up new play opportunities, moving from the screen to voice controlled toys and entertainment. Tactility remained key for 2019, balancing digital play with sensorial, hands on activities for the whole family.

Soothing Sounds


Left to Right: Taf Toys, Tonies, Moshi Twilight

With the growing popularity of sound technology, brands such as Moshi Twilight and Taf Toys introduced sleepy sounds and lulling music to enhance the storytime experience. Similarly, the Toniebox aims to combine listening with play. The fabric-covered, cube design works with ‘Tonies’ — little toys that contain audio content (music and stories), which are instantly downloaded and start to play through the Toniebox when they are placed on top of it.

Eco Materials


Left to Right: Play Mais, Junko, Dura Sense, BigJigs Toys 

Consumers are more aware than ever of the impact of their consumption on the planet. Across the show brands were offering more eco-friendly propositions, from reusing waste to complete plastic alternatives.

Slime Continues


Left to Right: Cyber Strike, Bandai UK, Science MAD!, Bandai UK

The slime phenomenon continues into 2019, with slime guns and snot monsters inspiring fun, tactile product offerings.

Full highlights from the show, as well as analysis on the wider societal and cultural trends, are covered in our ‘Future of Play-What’s Next?’ report as part of The Edit. The Edit is our new subscription service designed to cut through the noise and help brands and retailers stay in the know on what’s driving change in the Baby & Kid’s industry. Click here to find out more. Or get in touch to register your interest. 


Easy to digest, visually inspiring, and just the right dose of information.

Webb deVlam


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