The 2025 London Toy Fair, held from January 21 to 23 at Olympia London, was a celebration of creativity, innovation, and the ever-evolving toy industry. Organised by the British Toy & Hobby Association, this major event brought together over 250 companies, including both established giants and emerging brands. With thousands of new toys, games, and hobbies on display, the fair provided attendees with a glimpse into the future of play, sparking fresh excitement among retailers, buyers, media professionals, and industry insiders alike.
Among the many highlights were live-play activations, allowing attendees to experience the toys firsthand, and the highly anticipated Toy Fair Hero Toy Awards, which spotlighted the year’s most exciting product launches. The Gold Zone was another key feature, showcasing small, emerging brands that are shaking up the industry alongside the prominent stands of top-tier companies.
The 2025 event didn’t just feature innovations in toys and board games; it also served as a platform for the introduction of new games for inventors like Manic Minute, which we proudly presented to several leading publishers at the fair.
New Card Games and Family Games: A Focus on Innovation
One of the most notable trends at the 2025 London Toy Fair was the growing presence of card games and family games. The fair revealed numerous exciting new releases that cater to a wide variety of tastes, from quick-play card games to longer, more strategic family board games.
Star Wars: Unlimited by Asmodee UK
A standout launch in the card game space was Star Wars: Unlimitedby Asmodee UK, a highly anticipated new addition to the Star Wars universe. This trading card game allows players to collect and play cards featuring characters, ships, and locations from the iconic franchise. The game’s strategic elements, combined with the appeal of Star Wars lore, make it a must-have for both casual fans and dedicated card game enthusiasts. Players will be able to engage in epic battles across the galaxy, crafting personalised decks and facing off in head-to-head duels. The introduction of Star Wars: Unlimited is expected to capture the attention of both long-time Star Wars fans and the growing community of competitive card gamers.
Disney Lorcana: Archazia’s Island
Another major announcement at the fair came from Ravensburger, who revealed the next expansion for Disney Lorcana: Archazia’s Island. This new set, scheduled for release in March 2025, introduces fresh gameplay mechanics and new characters from Disney’s expansive universe. Players will embark on an adventure to uncover the secrets of Archazia’s Island, with the game expanding on the core mechanics that have made Lorcana a hit since its debut. With new cards featuring beloved Disney characters such as Aladdin, Belle, Mirabel, and Big Hero 6, the expansion promises to keep the game exciting and dynamic, while building on its already successful foundation. Archazia’s Island will appeal to both collectors and strategic players looking for a game that blends Disney charm with competitive depth.
Introducing Manic Minute to Publishers
As part of the exciting developments at the 2025 London Toy Fair, we had the pleasure of introducing our game, Manic Minute, to several key publishers. This fast-paced and fun game challenges players to complete tasks within a set timeframe, encouraging laughter, excitement, and friendly competition.
During the fair, we had the opportunity to meet with representatives from several prominent publishers, including University Games, Lucky Egg Games, Blue Sky Games, and Ginger Fox Games, all of whom expressed enthusiasm for the game’s energetic style and family-friendly appeal.
Our conversations with these publishers were an exciting part of the fair, and we are hopeful that these discussions will lead to new opportunities for Manic Minute in the near future.
Emerging Industry Trends: Collectibles and Retro Revival
Beyond the card and family games showcased at the fair, the 2025 London Toy Fair also highlighted a number of significant trends that are shaping the toy industry.
The Resurgence of Collectibles
One of the most notable trends at this year’s fair was the resurgence of collectibles, which have become a booming sector worth £500 million in the UK. Collectible toys, particularly blind box toys, remain incredibly popular, driven by both nostalgia and the excitement of mystery reveals. Items like Funko’s Bitty Pops and Squishmallows were displayed in various booths, with Squishmallows continuing to be a top-seller in the UK.
“Kidult” toys, aimed at both children and adult collectors, also gained considerable traction. Influenced by pop culture, anime, and video games, these collectibles often come in the form of small figurines and merchandise, with limited editions driving their appeal. The presence of such toys at the fair underscored the growing role of community-driven fandoms and the cultural significance of collectible items.
Retro Toys and Nostalgia
Another fascinating trend at the fair was the revival of retro toys from the 1980s and 1990s. Tamagotchis, Care Bears, Stretch Armstrong, and Sylvanian Families were reintroduced with modern updates that reflect contemporary preferences. These nostalgic toys, which appeal to both parents and their children, are increasingly popular as collectors’ items. The incorporation of modern tech features, like enhanced interactivity for Tamagotchis, has helped these toys resonate with today’s audience while tapping into the growing trend of nostalgia. This year’s Toy Fair also revealed how retro games like marbles and jacks are being rebranded for younger generations, offering a mix of classic play with new twists. University Games launched Bullseye, another retro title which was enormously good fun to play with a live action Bully there for photographs!
Conclusion: A Bright Future for Toys and Games
The 2025 London Toy Fair showcased the vibrancy and diversity of the toy industry, blending nostalgic reboots with innovative designs and cutting-edge gameplay. From the card games of Star Wars: Unlimited and Disney Lorcana to the new family fun offered by Manic Minute, the fair revealed an exciting future for the world of toys and games. With new trends in collectibles, retro toys, and interactive play, the industry is constantly evolving to meet the needs and desires of a broad audience. As the year unfolds, we look forward to seeing how these innovations will shape the world of play and bring families and fans together for years to come.
