Loading...

It was incredible to attend the UK Toy Fair 2025 and witness the industry buzzing with innovation and energy. The halls were alive with creativity, collaboration, and a clear sense of excitement for the year ahead. As we connected with industry friends and partners, we gained valuable insights into the latest trends, challenges, and opportunities shaping the toy industry.

One of the most interesting (and exciting!) revelations from our conversations was the undeniable demand for bold, impactful ideas to drive success in 2025. Brands are striving to stand out in an increasingly competitive marketplace, and many are recognizing that traditional channels, like YouTube, are no longer enough to guarantee the sales and engagement they need. The call for innovation is louder than ever.

A standout theme? Gaming. It’s clear that gaming is no longer just an adjacent market for toys: it’s becoming a critical channel for activation and brand-building. Partners are eager to explore gaming activations that elevate their brands, create unforgettable experiences, and connect authentically with kids. Gaming continues to grow as a cultural powerhouse for younger audiences (Gen Alpha and young Gen Z), merging seamlessly with toys to spark imagination and excitement.

As we wrap up another successful Toy Fair, one thing is crystal clear: the brands that thrive in 2025 will be those that embrace bold strategies, invest in channels like gaming, and remain committed to innovation. Kidoz is excited to partner with forward-thinking brands ready to take the leap into gaming.

Next week we will be at Spielwarenmesse in Germany - let's connect if you're going!