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GM Thought of the Week: What will be the Top Toy of 2018?

The last week of January can only signify one thing…no, not a countdown of how many days of Dry January are left before you can treat yourself to that first glass of prosecco since NYE, but the start of the UK Toy Fair. It is a red letter week for Generation Media as one of the biggest weeks in the UK toy industry calendar. With manufacturers and distributors heading in their droves to Olympia we are excited to see the launch of many products that may be this year’s top toy. For that reason, it is interesting to take a look back at January 2017 and review what products the trade were highlighting as potential success stories for the year ahead. Was the industry able to predict in January what would be the winners come the end of the year?


If we cast our mind back to popular news surrounding Toy Fair 2017, there was the announcement of Bladez Toys and Mattel partnering for the new line of Hot Wheels as well as the launch of Glimmies from GP Flair. Not to mention L.O.L. Surprise! collectable range from MGA Entertainment and Fingerlings Monkeys from Jazwares. However, one phenomenon that no one predicted was fidget spinners, that whirled into a storm last Easter. Whilst I personally cannot quite ascertain whether they are in fact a toy, it was certainly a product that dominated the school playground…until they were banned from schools of course…a badge of honour I have no doubt some manufacturers would welcome this year!


So as we all take a walk around Toy Fair this year, will the top selling toy for 2018 be one of those we spot across a crowded stand or will it be a product no one saw coming..?


Lauren Coombs, Director of Client Services