Evil toilets, terror food and billionaire Squishmallows: my eye-popping day at the UK’s giant toy fair
With the UK toy market now worth £3.4bn, we storm the high-security world of fun – and find possessed loos, creepy-crawlies in sushi rolls and more plastic than a petrochemical convention
A chubby baby dinosaur waddles down a pink carpeted aisle, narrowly avoiding an army of Care Bears tramping in the other direction. Nearby, a sales rep shows off a collection of insect-breeding habitats, just as Pikachu scampers around the corner, bumping into her neat display. Across the hall, inventors show off their fiendish new board games, magicians demonstrate glowing plastic thumbs, while others grapple with instructions by a table covered with thousands of tiny plastic bricks.
Welcome to the Toy Fair, in London’s Kensington Olympia, the UK’s biggest bonanza of toys, games and hobbies, where the world’s manufacturers converge to peddle their latest wares, as retailers scour the endless stands for the hottest new trends. It’s a mind-boggling place of plushies and puzzles, remote-control cars and mud kitchens, and more plastic than you would find at a petrochemical convention. Here, the £3.4bn business of fun is taken very seriously indeed, with NDAs galore and not a child in sight. So where is the toy world heading in 2025?
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