UK Toy Fair 2018 Disappointment

Toy Fair season is upon us, and the UK Toy Fair, held in London, kicked off its three day run earlier today.┬áThe decisions taken by Hasbro, LEGO and Mattel not to exhibit in the UK (on the show floor at least, more on that later) meant that for Star Wars fans there wasn’t a whole lot to see.

The companies that we can report on are Amerang (European distributors for Hot Toys, Sideshow and Kotobukiya), Asmodee (Fantasy Flight Games), Bladez Toys, Cartamundi, Funko, Posh Paws, Re:creation, Revell, Star Images (a UK wholesaler), and Winning Moves. Frustratingly though, there wasn’t very much new stuff at all to report on — as you’ll see from our galleries in due course.

Whilst Hasbro made a big deal of not being on the show floor, they did have a ‘hidden’ showroom that was accessible by appointment only, and even if we did get to meet with them we couldn’t tell you (such are NDA’s today)!

With only 121 days (roughly 4 months) until Solo: A Star Wars Story is released in cinemas around the globe you’d have thought we would’ve seen some product from the film, but alas the only product we saw was a mock-up box from Revell featuring the Solo logo for an advent calendar coming out in September.

With the expectation that the trailer for Solo will drop on on the same day as the Super Bowl, Sunday 4th February, we can only hope that the International Toy Fair held in New York starting on Saturday 17th February will have more to offer; Jedi News will be there as usual to cover the event. As part of that, LEGO have reached out to let us know that “only products launching the first half of 2018 will be in the LEGO booth this year at Toy Fair. We will not be showing any products launching June or later.” This means that even though the summer LEGO sets for most lines have already leaked, they will not be shown in New York.

This all makes for interesting times, and questions the viability/need for these shows. With the way the UK Toy Fair is heading, and talking to many of the companies there today, the future of the show doesn’t look good. It was very apparent how much free space there was and how wide the aisles were. This was the most disappointing show from a Star Wars and LEGO perspective I’ve attended in over 15 years; roll on New York.

James is an active member of the Star Wars collecting community, and is the Brand Director for Jedi News. James is also the host of the Star Wars Collectors Cast, and co-host of RADIO 1138 on the Jedi News Network.