19 SHOWS & EVENTS SPRING FAIR PARTNERS WITH TOTAL LICENSING ON EXPANDED LICENSING SECTOR FOR 2027 Spring Fair has announced a major new partnership with Total Licensing to accelerate the growth of its successful Licensing sector and strengthen its position as the leading destination for brand-led retail opportunities in 2027. The partnership comes following the successful launch of the Licensing Lab at Spring Fair 2026, which attracted exceptional audience engagement, welcomed some of the industry’s most recognisable names, and highlighted the growing importance of licensing as a commercial driver across multiple retail categories. Building on this momentum, Spring Fair 2027 will see Licensing expand to more than 800sqm in Hall 5, representing over 900% year-on-year growth. Licensing will sit alongside the brand-new Gift Edit, The Gift of the Year Showcase, and the Kids, Toy & Play and Food & Drink sectors, creating even greater opportunities for product discovery and collaboration. Licensing, in partnership with Total Licensing, will provide a dedicated space for designers, artists, brand owners, licensing agents, licensees, museums and manufacturers to meet with retail buyers, licensing managers and product development teams to explore new commercial opportunities and transform intellectual property into successful retail ranges. The partnership will include a dedicated Licensing Lounge for meetings, Licensing Studio, a co-branded content stage with daily industry insight sessions, distribution of Total Licensing magazines at the event, and year-round editorial collaboration across Spring Fair’s Inside Retail platform, podcasts, newsletters and digital content channels. Already confirmed for Spring Fair 2027 are leading designers including Kate Merritt, Emma Lawrence, Everyday Womtras and Nicole Elders; agents Jehane and Tantau Studio; and licensees including Bluesky Studios, Difuzed and Widdop & Co. The partnership reflects wider changes taking place across retail, with buyers increasingly using licensed products, limitededition collections and cross-category collaborations to create differentiation, drive footfall and strengthen margins. Becky Ash, Editorial Director at Total Licensing comments: “Licensing continues to be one of the most dynamic and commercially exciting areas of retail, creating opportunities for brands, manufacturers and retailers to reach new audiences and unlock growth across multiple product categories. Spring Fair offers unrivalled access to the UK retail market, making it the ideal environment in which to connect licensing with buyers, suppliers and businesses that may be exploring the sector for the first time. We want to make licensing more visible, accessible and commercially relevant, while showcasing the breadth of brands, properties and partnerships available.” The Licensing sector has been designed to support every part of the licensing ecosystem, from independent artists and illustrators seeking representation, to global brand owners looking to connect with retailers and manufacturers. commercially successful products and open new revenue Spring Fair takes place at the NEC Birmingham from 7th to 10th February 2027. Visit www.springfair.com for more information. THE CREATIVE BRANDS BRINGING INSPIRATION TO TOY FAIR 2027 Toy Fair 2027, the UK’s largest dedicated toy, game and hobby trade show, returns to Olympia London from Tuesday 19th to Thursday 21st January 2027, bringing together leading brands, innovative suppliers and the latest trends from across the creative play, hobby and craft sectors. Now in its 73rd year, Toy Fair remains the industry’s premier meeting place for retailers, buyers, distributors, designers, inventors, manufacturers and the wider industry, offering an unrivalled opportunity to discover the products, partnerships and innovations set to shape the year ahead. Whilst renowned for its toy and games offering, Toy Fair has increasingly become a destination for retailers seeking products that tap into the growing demand for creativity, crafting and hands-on hobbies. From art materials and paper crafts to model building, activity kits and mindful making, visitors will find a wealth of inspiration across the show floor. Among the exhibitors set to return are Craft Buddy, DalerRowney, STAEDTLER, STABILO, Plus-Plus, CONNETIX & My Creative Box, Paper Projects and Dazzle Dots to name just a few, all of which will be showcasing innovative products that blend creative play with artistic exploration. “Creative hobbies and craft-inspired products continue to perform strongly as consumers seek rewarding, screenfree activities that encourage creativity and self-expression,” says Majen Immink, Head of Toy Fair. “Toy Fair provides buyers with an excellent opportunity to discover the latest craft kits, hobby products, art materials and creative play concepts from both established brands and emerging suppliers.” For craft retailers, hobby specialists and creative buyers looking to identify the next trend in making, creating and imaginative play, Toy Fair 2027 promises to be an invaluable source of inspiration and discovery. Be the first to discover thousands of new products and innovations across the industry and head to the Toy Fair website, www.toyfair.co.uk for more information.
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