Gift Focus - Nov/Dec 2017 (Issue 104)

With Brexit looming, it’s not all fun and games. Kerry Atherton, Public Affairs Manager for The British Toy and Hobby Association, gives Gift Focus the lowdown looking ahead: the toy industry in 2018 The toy industry is a thriving, crucial part of the UK economy. We boast the largest toy market, and the highest per capita spend on toys, in all of Europe.* On average, kids aged nine or under received £350 worth of toys in the last year alone.** The UK is the fourth largest toy market in the world, employing almost 51,000 people in the UK and it depends on a global network of support that goes beyond the design, development, sales and marketing we do here in the UK. With many of our toy and games products being manufactured outside Europe, but our legislation coming from within the EU, it’s an interesting time for many UK companies. It’s no wonder that the UK toy industry is watching Brexit negotiations carefully. Toy companies have ongoing currency fluctuations to contend with, as well as uncertainty over whether the UK will retain access to the single market and continued alignment of regulation, in order to export to Europe, the UK toy industry’s largest export market. At the BTHA, we believe the UK toy industry is robust enough to weather the upcoming challenges. We represent 130 members and they’ve told us that they remain optimistic about their ranges and their ability to trade through these uncertain times; they trust in the industry’s ability to innovate and grow. To ensure the UK toy industry remains successful, companies must stay focused. By maintaining investment in their products, they can continue to deliver the high-quality service customers demand, both at home and abroad. It’s essential to gaining customer trust and, hopefully, has the potential to strengthen a company’s position in the market in this turbulent time. Events allow companies to showcase their products and are vital for sustained growth and also present opportunities to gain new customer interest. As the UK’s largest dedicated toy, game and hobby trade show, Toy Fair is one of the most highly anticipated events. The event brings together the whole industry, from innovative start-ups to the biggest names from toy manufacturers and retailers, all under one roof, and is a key date in the calendar for launching new toys and gift products. For UK companies, shows like these are a fantastic opportunity to promote their latest creations and meet potential new clients to get ahead in a competitive market. Similarly, international companies flock to the show to get insight on the movers and shakers in the UK. At its heart, Toy Fair is a trade show about UK innovation. This year we expect to see fantastic new products in diverse categories such as collectibles, board games, licensed toys, robotics and even toys specifically focused on developing S.T.E.M skills. Looking ahead, the UK toy industry can take confidence that there’s still a huge demand for our great designs and ongoing innovation – not just within Europe, but throughout the world. British toy design has always been celebrated and that will continue beyond the tribulations of the current policy landscape. * NPD group ** NPD group About the BTHA The British Toy & Hobby Association was established in 1944 to represent the interests of British toy manufacturers and to raise standards of practice in the industry. Today it has around 130 members ranging from international toy giants to small family-run businesses that together account for more than 80 per cent of the UK toy market. Toy Fair 2018 takes place from 23 rd - 25 th January. Press day is Tuesday 23 rd January. giftfocus 87 toy fair