Skip to main content

Toy Fair's Hero Toys Unveiled At Toy Fair 2018

Press release   •   Jan 23, 2018 09:00 GMT

Top toys predicted to influence the industry in 2018 include entries from Playmobil, TOMY and Character Options

23 January 2018, London: The British Toy & Hobby Association (BTHA) today announced the winners of Toy Fair’s Hero Toys, a prestigious new award for market-leading toys at Toy Fair 2018. These 25 toys, including entries from Playmobil, TOMY and Character Options, were selected by an independent panel of retailers and industry experts. The shortlist is on display at Toy Fair, the annual toy, games and hobby show that opened today at Olympia, London.

Toy Fair’s Hero Toys represents some of the most exciting and innovative products launched at Toy Fair today.The awards provide one of the first opportunities to see these potentially best-selling toys, before they are officially launched throughout the year.

There’s something in the list for everyone, form traditional play platterns like collectables and action toys, to puzzles, puppets and STEAM toys. The list represents all the benefits that children can get from play, from inspiring imagination and getting kids active to learning about emotions and exploring the world around them, there’s even something in there for the adults.

“Toy Fair’s Hero Toys celebrates the success and ingenuity of the UK toy industry,” commented Rebecca Deeming, Public Relations Manager. “The awards judge major brands and start-ups equally, so both can be recognised for their innovative ideas across all toy categories. From the next collectables craze to this year’s must-have Christmas present, we believe these toys could be the talk of the playground in the coming months. Congratulations to everyone that was selected!”

Toy Fair’s Hero Toys winners can be found on display outside the Press Office at Toy Fair.

The full Toy Fair’s Hero Toys list is:

Hasbro Nerf N-strike Elite Surgefire blaster £25.99 Gallery Suites
Wind Designs Glove a Bubbles £3.99 H52
Character Options Soft’n Slow Squishies ™ £4.99 / £9.99 E119
Clarendon Games Poppycock £25.00 F115
Gibsons Rubik’s Cube 500 pieceJigsaw Puzzle £15.95 E40
Fiesta Crafts Charlie and the Chocolate Factory Hand Puppet and Finger Puppet Set £24.99 D2
MV Sports Marshall’s 6vFightin’ Fire Truck £139.99 B30
Jetson Electric Jetson Electric Jetskates £399.00 Gallery 155
Learning Resources Botley™ the Coding Robot Activity Set £79.00 D36
AugmentifyIt® AugmentifyIt® SPACE Augmented Reality (AR) Quiz Game £9.99 GH30
H Grossman Limited Twist Slime £1.99 E49
Playmobil Playmobil 9227 Wedding Limo £29.99 Gallery 210
Vivid Toy Group Talk and Sing Nella £22.99 B70
John Adams Leisure Strictly Come Dancing – The Board Game £29.99 G100
SpinMaster Meccano Ferrari F1 £39.99 E131
Ginger Fox Love Island The Game £10.00 B115
EPOCH-Making Toys Sylvanian Families Grand Department Store Gift Set £119.99 B130
Re:Creation Of Dragons, Fairies and Wizards Wands £59.99 E125
Bladez Toys Hot Wheels DRX Monster X-Terrain Drone £49.99 Gallery 123
Flair Leisure Products Ben 10 Omni Launcher Battle Figures £19.99 E39
Posh Paws International My Teddy Bear Pooh 10” £12.99 B90
Clementoni Mind Designer £49.99 Gallery 140
NMP Collins Innovations Max Mindpower £39.99 GH29
Educational Advantage Sensory Balance Beams £167.99 - £480 Gallery 149
TOMY Soccerborg £59.99 Gallery 520


Follow the latest Toy Fair news on Twitter at @toyfairuk. Toy Fair is the UK’s largest trade exhibition dedicated to the toy, game and hobby market. The event opened at the Olympia in London on 23 January and remains open until Thursday 25. PLEASE NOTE: TOY FAIR IS A TRADE ONLY EXHIBITION AND IS NOT OPEN TO MEMBERS OF THE PUBLIC.

Notes to editors:

For more information please contact 


Toy Fair Press Office (Tuesday 23 – Thursday 25 January): 020 7598 6514

Bastion Office: 020 3841 7660 

About Toy Fair

Toy Fair is the UK’s largest dedicated toy, game and hobby trade exhibition taking place at Olympia London. The event takes place over three days at the end of January each year and plays host to hundreds of exhibitors, from startups to some of the biggest toy companies, launching thousands of new toy lines.

Toy Fair 2018 takes place from Tuesday 23 – Thursday 25 January. Press day is Tuesday 23 January. To register for a press pass, visit

Please note the opening times are 09:00-18:00 Tuesday 23 and Wednesday 24, and 09:00-17:30 Thursday 25 January.

About the BTHA 

The British Toy & Hobby Association was established in 1944 to represent the interests of British toy manufacturers and to raise standards of practice in the industry. Today it has around 125 members ranging from international toy giants to small family-run businesses that together account for more than 85% of the UK toy market. Membership of the British Toy & Hobby Association shows the member’s commitment to adhere to the BTHA Code of Practice under the umbrella of the Lion Mark which includes rules covering ethical and safe manufacture of toys, toy safety, a ban on counterfeit goods, an assurance to market responsibly, a commitment to improving sustainability and a desire to promote the value of all play through support of the Make Time 2 Play campaign. Our members are manufacturers committed to making good quality toys in a responsible way. The BTHA also administers the Toy Trust - the industry’s charity.