Olympia London is currently preparing to kick off its 2022 trade show activity with the return of the annual Toy Fair, one of the largest exhibitions in its market.
Following its cancellation last year, the UK’s largest dedicated toy, game and hobby trade show is set to go ahead on 25–27 January under Plan B measures.
Olympia London commercial director Anna Golden said: “We are delighted that the fair will run in its January dates and we’ve been working closely with organisers to ensure the needs of their exhibitors and visitors are met and collectively we can offer a great opportunity and the perfect environment to bring the industry together to do business.”
The show will host some 260 toy companies that are set to launch thousands of new toy lines this year. Spokespeople from the show’s organisers, the British Toy and Hobby Association (BTHA), will be present to discuss statistics on the toy industry and emerging trends for 2022.
Olympia London and the BTHA, have issued an update on changes to the show this year, including Covid-19 safety measures.
The current regulations allow for large indoor events like Toy Fair to take place with mandatory mask‐wearing and Covid‐19 status checks, which the venue will be operating for all participants. The show will require either proof of full vaccination, a negative PCR or lateral flow test within 48 hours prior to arrival, or medical exemption.
It recommends all participants to take a lateral flow test before entering the show, adding that enhanced cleaning, multiple hand sanitising stations and two points of entrance/exits will be in place to avoid crowding.
Organisers have recommended that exhibitors “strongly factor” hygiene into their planning by regularly cleaning high frequency touchpoints and demonstration products, as well as offering hand sanitizer to all visitors and monitoring numbers to avoid overcrowding on a stand.
Organisers added that exhibitors be “prudent” on expenditure where possible in case Government measures change. They also suggested participants make appointments before the show to help avoid potential overcrowding issues.
Following the increasingly popular role of influencers in the marketing strategies for toy companies, in 2020 the show introduced its first Influencer Day which will also feature this year.
Golden added: “Toy Fair is such an important event for the British toy industry to showcase all the amazing products, innovations and new lines that will be launching over the next 12 months.”
Elsewhere, Olympia London said it is investing in an out-of-home and digital advertising campaign to actively support organisers and events. The consumer campaign is now live in key London tube stations and on social media to boost the public’s appetite for attending large-scale events.