To welcome in the new year, the kidults of Gallium headed to the London Toy Fair to scope out what ‘play’ looks like in the age of AI-powered everything.
We’ve come away with some feelings of déjà vu (capybaras, assemble!) along with some pleasant surprises. Here are our four takeaways for what’s leading in the toy industry this year.
1. It’s a K-Pop Demon Hunters world
The chart-topping, award-winning Netflix animation has, unsurprisingly, made it into the world of toys with Funko, other merchandise, and collectibles galore. There were even some fun themed photo ops at Toy Fair – if you ever wanted to see yourself as a Funko Pop, because who doesn’t?
With a Golden Globe and a Critics’ Choice Award under their belt, the Demon Hunters mark a milestone for animated movies, paving the way for unexpected hits to make their way to the top of the Billboard charts.
2. We’re still squishing
The stress toys market is thriving – for kids and adults alike. Maybe it’s a sign of the times, or maybe we just like squishing capybaras… bao buns… cats… pretty much anything you can think of! And yes, capybaras were still the most popular animal across every category of toy.
Fidget toys remain a hot topic, and there were plenty of those, from sensory experiences to absent-minded fidgeting with a nimble-limbed crustacean; your hands will be kept busy. Depending on how cute the toy, maybe your mind, too!
3. Kidults, shine!
Speaking with some of the biggest toy producers at the show, the consensus showed that party games showed majority growth in the adult category. Too right that adults should wind down and have some fun, and boy were there board games and card games for that!
While Cards Against Humanity may still hold the crown, there’s no shortage of board games that let you push the boundaries as far as your friend group dares.
4. Getting kids moving
The world is stressful right now and ‘mindfulness’ is not a new buzzword by any means. This year, however, we’ve seen it incorporated into activities for kids in the form of puzzles, colouring books, adorable yoga balls that will change mummy & me yoga forever.
Maybe it’s nostalgia, or perhaps it’s just embracing plain old fun, but bikes and scooters were found in every corner this year, providing a great excuse to get outside and have fun.
In summary…
The Toy Fair is an exciting time out for brands, investors, influencers, and journalists alike, as well as anyone who wants to see what competitors are up to (or what the next hot item for the holiday season will be).
Beyond that, it’s a perfect opportunity to secure media interviews and reviews, and if you think Gallium knows toys, you should see our media expertise. Between CES and Toy Fair in January alone, we at Gallium love our events and would love to support you with yours – why not get in touch at and we can chat!