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Toy Fair’s Greenhouse Area sells out in show of strength for new toy companies

Toy Fair’s commitment to supporting new toy companies in the Greenhouse Area goes from strength to strength for 2020, having already sold out the space for next year’s show.

The Greenhouse Area is dedicated to smaller, start-up companies looking to cement their place in the toy industry, and gives smaller exhibitors space in the main hall alongside other, well known brands such as LEGO, Character Options, Asmodee UK,  or TOMY.

For Greenhouse exhibitors, this prime location provides an opportunity to network with industry leaders, discover other brands on a similar journey to their own and meet with the country’s top retailers and licensors.

The Greenhouse Area has proved to be a launchpad for previous exhibitors such as Eduk8 Worldwide, The Elf on the Shelf, Insect Lore and Bigjigs, who have seen such success that they have moved out of the Greenhouse Area, becoming an established brand, and now exhibit on the main floor of the show.

Since the expansion of the area in 2018 – which saw an increase of 80sqm to the Greenhouse – exhibitor demands have flourished with 47 per cent new exhibitors and 53 per cent returning exhibitors. Exhibitors in the Greenhouse Area for 2020 include WOW Toys, Green Bean Collection, Risk & Rewards Board Games, Jumini, Rainbow Eco Products and Paper Engine Ltd.

Returnee Rachel Lowe, of Rachel Lowe Games and Puzzles, enjoys the prime location of the Greenhouse Area. She said: “I love the Greenhouse Area as it showcases new releases and it has a real community feel. As a creator of board games and puzzles, which are mostly licensed products, I have new releases at every show, so this is a perfect location for Rachel Lowe Games and Puzzles.”

Elsewhere on the show floor, Toy Fair has a small number of stands remaining which are selling out fast. Toy Fair 2020 will take place once again at Olympia, London, from January 21 to 23, 2020.

For exhibiting and sponsorship enquiries, please contact the Toy Fair team on 020 7701 7127 or email Rebecca@btha.co.uk.

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