Last week the Quadrant2Design team were thrilled to attend the Toy Fair 2024 at Olympia London – the show’s incredible 70th anniversary! 

Our team had a fantastic time as they explored the Toy Fair 2024, got sneak peeks at some exciting new releases, met up with some famous faces (looking at you Ninja Turtles!) and of course caught up with our brilliant clients exhibiting at the show.

The Toy Fair is the UK’s largest dedicated toy, game and hobby event and this year’s 70th anniversary was, by all accounts, a roaring success!

Recognisable faces at the show included Michael McIntyre, Stephen Mulhern, The Traitors’ Ash and Anthony, Love Island’s Nathan Massey, Matt Edmondson and Richard Hammond, as well as Sonic the Hedgehog, the Ninja Turtles, Elf on the Shelf, Batman, Peppa Pig and the Teletubbies!

Katie and Annie from Quadrant2Design meet the Teletubbies at The Toy Fair 2024

Katie and Annie from Quadrant2Design meet the Teletubbies

Roland Earl, Director General of the British Toy and Hobby Association, had this to say about the landmark event

“We want to express our gratitude to everyone who has attended, exhibited and supported Toy Fair throughout its incredible 70-year history. We couldn’t have reached this milestone without your contributions, and we’re excited to continue to support the industry together.”

Director of Toy Fair, Majen Immink, also commented

“As show organisers, reaching 70 years of Toy Fair is not something we take for granted. A huge thank you must go to all of our exhibitors, visitors and contractors, who have supported the show – not only this year but over Toy Fair’s 70-year history, and who once again made this year’s show so vibrant, colourful and a great platform to kick off the business year. We wish everyone a successful year ahead and look forward to welcoming the industry back in 2025.”

The Toy Fair at Olympia London

London Olympia main entrance during the Toy Fair 2024

The Toy Fair was first hosted at Olympia London in just its second event, in 1954. The show has since returned to the iconic venue every year since 2010!

With over 250 industry-leading exhibitors, this year’s Toy Fair expanded its exhibitor space into the Upper West Hall.

Anna Golden, the Commercial Director of Olympia London, said about the partnership

 “We’re thrilled to be The Toy Fair’s home and to help the show this year celebrate its 70th birthday. It’s the flagship event for an innovative and exciting industry and we’re looking forward to continuing our long partnership with the British Toy & Hobby Association in the future.”

Quadrant2Design’s exhibition stands at The Toy Fair 2024

An important part of our trip to the Toy Fair’s 70th anniversary was catching up with Quadrant2Design’s clients exhibiting at the show.

Cheatwell Games

Cheatwell Games colourful blue and yellow Exhibition Stand at Toy Fair 2024 with lots of display showcases displaying Cheatwell's puzzle collections

Cheatwell started out producing board games in 1986 and has gained an unrivalled reputation for the design and development of innovative toys, puzzles and gifts.

The name Cheatwell has since become synonymous with fun, bright and quirky products with huge consumer appeal.

From Board Games to Bookmarks, Puzzles to Jigsaws, Marble Runs to Gifts, the Cheatwell range is now exported worldwide.

Cheatwell Games Exhibition Stand at the Toy Fair 2024

Exhibiting on stand E20, Cheatwell’s stand included multiple branded counters where visitors could try out their games and view product demonstrations. Their entire collection of puzzles was on display in the stand’s abundant integrated product showcases.

The stand’s aesthetic was complimented by a colourful Quadrant2Design Photo-Floor which extended the graphics onto the flooring, attracting more eyes and, ultimately, more visitors to the stand.

Before the show, Rob and Paul from Cheatwell Games joined Quadrant2Design in our pre-build facility and had a chance to explore and test out their exhibition stand ready for the big event.

Quadrant2Design invites all of our customers to attend their pre-build, as it provides a perfect opportunity to get a feel for their stand, test out any display features and plan out how they will use the stand during the event.

Today in pre-build video thumbnail Cheatwell Games

Mighty Jaxx

Mighty Jaxx Large Yellow and Black Exhibition Stand Toy Fair 2024 with lots of display showcases

A Singaporean company with offices in SG, China, the UK, US, Mighty Jaxx has collaborated with 120+ artists and brands across the world, including DC Comics, Netflix, Disney and F1.

Home of fandoms and all things collectables, sculpting a wide range of high-quality phygital collectables for every collector — casual or dedicated.

Mighty Jaxx Exhibition Product Showcases

Exhibiting on stand UN36, Mighty Jaxx displayed their vast variety of collectibles in all of their glory, with illuminated product showcases integrated into the stand’s main body, as well the as multiple standalone counters.

Mighty Jaxx Exhibition Stand at the Toys Fair 2024

The brightly coloured yellow and black stand was complimented by a contrasting black and yellow branded Quadrant2Design Photo-Floor, enhancing the aesthetic of the stand and attracting even more visitors.

During their visit to the Toy Fair 2024, the Quadrant2Design team had the opportunity to see exhibition stands of all shapes, sizes, colours and designs.

For a lot of these exhibitors, the Toy Fair marks the first event in a much larger exhibition calendar, with more exhibits planned for shows including the Nuremberg International Toy Fair and the Autumn Fair 2024 in the Birmingham NEC.

The majority of these exhibitors will need to have a brand new stand created for each of the events in their calendar, based on changing marketing messages, key objectives, stand requirements, sizes and layouts.

Because Quadrant2Design stands are modular and reconfigurable, our clients can reuse their stands and simply alter them to meet the changing requirements for each event. They can change marketing messages, add or remove stand features or alter the size and layout of stands, saving as much as 70% on repeat exhibiting, whilst also contributing to their sustainability goals.

If you’re thinking about your 2024 exhibition calendar and are looking for creative, modular, reusable exhibition stand ideas with impact, contact our team today on 01202 723 500 or email for your free, no-obligation design proposal.

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