TOY FAIR 2017 PR MANUAL
24-26 January 2017: Grand Hall, Olympia, London
Welcome to the Toy Fair 2017 PR Manual – we hope that it answers your queries about the PR
opportunities available to you as a Toy Fair exhibitor.
As Toy Fair’s PR agency, our aim is to secure coverage about the fair, its exhibitors and their products
in the trade, consumer and national media before, during and after the event.
Last year, more than 300 journalists attended Toy Fair, including, The Guardian, Daily Telegraph,
Independent, The Times, Daily Mail, The Sun, The Evening Standard and the BBC radio network.
We’d love to match this for 2017 and you can help us achieve this. All you have to do is complete the
forms online and we’ll do the rest.
If you have any questions about PR before the show, please don’t hesitate to contact Ravi Vijh, Matt
Bowen or Dean Barrett at Bastion on 020 7269 7900. Or you can email us at [email protected]
TOY FAIR PRE SHOW 2017 PR OPPORTUNITIES
PR Forms
The main aim is to secure as much positive coverage as possible for Toy Fair 2017. By promoting the
show, we can raise awareness of the UK toy industry as a whole, whilst also raising awareness of
your company and products. That's why we need your help and why we ask that you fill in the PR
Forms we have created and return to us by their individual deadlines. This enables us to tell the
media what is happening at Toy Fair, who will be exhibiting and what wil l be on show.
Ask the Media
Toy Fair will be creating video content for exhibitors. Key journalists from different sectors of the
media will be invited to answer questions submitted by exhibitors. The videos will be available to
view on the Toy Fair website. Ask the Media will give exhibitors the opportunity hear from key
media and to find out what they look for in media stories, how best to pitch stories to them and
their plans for Toy Fair.
These videos will be available on the Toy Fair website through October and November.
To see talks from previous Meet the Media visit:
https://www.youtube.com/watch?v=arwqeeK8swc
Media invitations
Email-able media invitations are being created by the BTHA to allow you to invite media to Toy Fair
directly. We will send these to you as soon as they are ready. In the meantime, if there are any
media that you would like us to invite to Toy Fair on your behalf or you would like us to add to our
press centre to receive Toy Fair updates, please email [email protected] .
Media comic
The media comic is a document created by the BTHA to show off new products launching at Toy Fair
in a fun and friendly way. Products are presented in a comic book style like the Beano (see image).
The comic will be sent to everyone on the media list in early January to encourage them to register
for the fair. If you would like to be featured in the comic, please complete PR Form 2 by 10
November 2016.
Remember you are selling the story of your brand/product to the media – NOT BUYERS. To attract
the media to your story hint at hooks, angles, exciting launches of brands/companies and
accompany them with good quality images We use as many as we can but may need to pick the best
if we run out of space.
Toy Fair Best New Toy Awards 2017
The Toy Fair Best New Toy awards, judged by a panel of independent retailers, are open to any
exhibitors who have products at Toy Fair 2017 that are launching at or after the event. Complete PR
Form 3 by Tuesday 15th November and be sure to submit a new form for each product, up to a
maximum of three. Winning companies will be contacted before Christmas under embargo, sent a
certificate and logo and required to supply a sample product for display at Toy Fair. Winners in each
category will be announced in a press release released on the opening morning of the show and will
be displayed at the front of the press office.
New Product Guide
The new product guide is created each year to send to the media before the show, encouraging
them to cover the show, attend the event and seek out your product launches once they are in the
hall. The new product guide will also be placed online from the first day of the show. To be included
in this document, please complete PR Form 4 by 8 December 2016. We will include a maximum of
three entries per exhibitor.
VIP Christmas goody bags
We will be sending Christmas boxes of toys to our top 20 media this year, including the likes of; The
Sun, The Mirror, The Daily Mail, ITV. This is a fantastic opportunity to get your brand in front of VIP
journalists on the national newspapers and key parenting magazines. If you are interested in
providing toys (we need 5-10 toys from each exhibitor, toys must be no bigger than 20x20x20cm and
reasonably lightweight) please email [email protected] by the 24 November 2016. We will
endeavour to mail out all toys, but if there are any leftover we will take them to Toy Fair and donate
them to Toy Fair’s official charity, to be announced in October.
Toy Trades Previews
All three of the toy trades will be writing previews on Toy Fair 2017 for their issues that come out in
January. To suggest your product for potentially featuring in the magazine, contact the following
people by the given date:
ToyNews: Billy Langsworthy ([email protected]); 01992 535646)
Deadline: TBC
ToyWorld: John Baulch ([email protected]; 01442 502408)
Toy Fair Preview Deadline: 5 December 2016
Toys ‘N’ Playthings: Mirella Cestaro ([email protected]; 01442 289941)
Deadline: TBC
Toy Trade Features
Throughout the lead up to Toy Fair, the PR team at Bastion place features with the trade press.
Bastion will contact all exhibitors throughout the campaign to provide information for potential use
in these features.
SOCIAL NETWORKING
Toy Fair PRs’ Facebook page
A Facebook page specifically for Toy Fair PRs can be found at http://on.fb.me/nV3ayM or search for
Toy Fair PRs - we keep this page updated with PR news, media opportunities and information from
the fair. We will also email you these updates. Please send up to date contact information to
[email protected]. If you do not wish to receive these updates, please let us know.
When requested to join the page, please note that you must make your request from an
individual/personal account and not a company/group/page.
Toy Fair is on Twitter
Please follow us at www.twitter.com/toyfairuk. If you would like to post Tweets about your Toy Fair
activity before or during the fair, please send 140 character Tweets to [email protected]. You
can join in the conversation using #toyfair17
You Tube
A dedicated Toy Fair UK You Tube channel can be found at http://www.youtube.com/toyfairuk. If
you have a video or ad sizzles you would like us to post on this channel, please contact
[email protected].
TOY FAIR AT THE SHOW 2017 PR OPPORTUNITIES
Toy Fair TV
Presented by Anna Williamson and Gavin Inskip, Toy Fair TV is an opportunity for your stand and
products to be broadcast on 24 screens around Olympia and streamed live through the Toy Fair
website. If you would like to be involved, please fill out Form 6 and return to us by 15 December
2016. You will be contacted by Matt Cummins, the Toy Fair TV producer, in January. To look at
highlights of last year’s show check out the Toy Fair website – www.toyfair.co.uk
Toy Fair Demo Zone
The Demo Zone is a programme within Toy Fair TV broadcast in the Toy Fair TV studio next to the
press office (see below). The zone will be hosted by TV presenters Anna Williamson and Gavin Inskip
and will give exhibitors the opportunity to demo a product they are launching at Toy Fair 2017.
There is also a selection of kids available on the day to help demo and give their opinion on the toys.
Each programme is 30 minutes long and dedicated to a particular category. Exhibitors will have the
chance to book a two-minute demonstration within a relevant category during each day of Toy Fair
and the timetable will be organised on a first come first serve basis. If you would like to be involved
in the Demo Zone please complete Form 5 and return to us by Thursday 15th December 2016.
Please note: All toys submitted to the Demo Zone must be presented by a member of your team at
the allotted time. The presenter will not be able to demonstrate your product for you. Please arrive
five minutes before the Demo Zone session starts and you must be available for the full demo slot as
we cannot guarantee the exact time your demo slot will be. Please arrive with your toy assembled
and ready to demo.
Broadcast media
If you are inviting broadcast media to Toy Fair, please let us know so that we can send them the
broadcast information pack. We can also email this to you to pass on. Please contact us at
[email protected] for your information.
BBC Breakfast
For the past few years, Toy Fair has been lucky enough to feature on BBC Breakfast on the opening
morning of the show. To help make the prospect of filming even more attractive, we’ve set out a
plan to have toys available on the day for the presenter to play with. If you have a toy that would
look good/work well on TV, please contact [email protected] and we will ask you to bring them
to the press office on build up (Monday 23 January 2017).
Please note: There is no guarantee that the BBC will come to Toy Fair. If they do, there is no
guarantee your toy will be used. This will be a purely editorial decision by the presenter and the
producer on the day. If a product needs to be demoed by a member of staff, you are more than
welcome to come into the hall at 6am to be on standby, but this must be cleared with Ravi at
Bastion and again there is no guarantee you will feature on BBC. (click on video to hear from BBC’s
Steph McGovern)
Press clippings
If you are launching a product at Toy Fair or holding an event with mass media appeal and would like
a record of coverage, we recommend that you book a press clippings agency such as Durrants (part
of the Gorkana Group) or Cision (formerly Romeike) to track this for you as Toy Fair does not have
the resources to make clippings available to exhibitors.
The press office
Around 300 journalists visit Toy Fair each year, and the press office is where they find out what is
happening, what is new and what they absolutely cannot leave without seeing.
Admission
Access to the Toy Fair press office is restricted to journalists on press day (Tuesday 24 January).
Holding meetings with journalists
On press day please use the café areas or your stand to hold meetings as there is no space in the
press office. On days two and three please check with reception for availability.
Internet access
The press office has a Wi-Fi network available for journalists. After press day, it may be possible for
exhibitors to have limited access. Please enquire at reception.
ISDN line
The press office has an ISDN line for high quality radio interviews. To use this facility, please contact
Matt or Ravi at Bastion on 020 7269 7900 before the show or ask at reception.
Displaying company media packs
We recommend you bring 50-100 media packs to Toy Fair to be displayed in the press office. The
BTHA is keen to make Toy Fair a socially responsible event and we would ask that, where possible,
you help us to reduce our carbon footprint by creating environmentally friendly press packs. Please
do not bring catalogues to the press office. Journalists never take them.
Please note: Media packs need to be delivered to the Toy Fair Press Office at Olympia by 4pm on
Monday 23 January 2017.
Toy Fair 2017 we will have dedicated facilities to display USB press packs. Please bring these by the
time noted above.
There is limited space in the press office but we can store up to one box per exhibitor. We will
ensure your packs are replenished throughout the show, but please label them with PR contact
details and stand information so we can contact you if they run out.
Unused media packs can be retrieved from the press office from 4pm on Thursday 26 January 2017.
Any packs remaining at 6.30pm will be disposed of.
We do not allow exhibitors to take copies of other companies’ press packs.
Onsite PR briefing
Bastion will hold an onsite PR briefing at 4pm on Monday 23 January 2017, when we will show you
around the press office, outline which press will be in attendance, what press events are happening
when, and discuss the show’s marketing messages. If you woul d like to attend, simply turn up.
Press events diary
The Toy Fair press events diary is a list of all press events taking place at Toy Fair and is sent to
journalists ahead of the fair, allowing them to plan their visit. If you would like your event to be
included in this schedule, please complete PR Form 7 and return to us by 12th Jan 2017.
Accessing the Toy Fair press events diary
Please note – this is very important: Times are allocated on a first-come-first-served basis. However,
due to the limited number of time slots available during press day compared to the volume of
exhibitors on site, it is NOT possible for Bastion or Toy Fair to guarantee that your event will be the
sole occupier of that time slot.
We will advise you if any events crop up post-booking that clash with yours so that you can choose
to make alternative arrangements. However, it’s important to note that, due to the last minute
nature of event confirmations at Toy Fair, we may not become aware of this until days – sometimes
even hours – before the show opens.
VIP media goody bags (Onsite)
Each year we create goody bags for the VIP media to take away with them. If you would like to be
included, please bring between 5 and 20 toys to the press office on Monday 23 January 2017 b efore
12pm. Please use common sense when providing gifts for the goody bags. Heavy toys cannot be
accepted.
Toy Fair Daily News
The Toy Fair Daily News is the official Toy Fair daily paper produced on each of the three days of Toy
Fair. The paper contains only news from Toy Fair exhibitors and is distributed throughout the hall for
visitors to read.
Toys N Playthings is responsible for writing the Toy Fair Daily News. Please contact the editorial
team: [email protected]; [email protected]
The post show press release
Each year we write a post-show release to send to the media telling them about the three days.
If you would like to submit a comment or quote from your company’s experience at Toy Fair 2017,
or some news about orders/leads achieved, for potential inclusion in the post-show release, please
contact [email protected] by 10am on Thursday 26 January 2017.
Toy samples
Toy samples will be on display in the Toy Fair TV studio, as well as being used as a backdrop; media
often use them as a background while filming at the fair. If you would like your toys to be included in
this display, please provide a card to accompany each toy that can stand next to your products that
details your contact name and onsite phone number, company name, stand number and
information about the product including price.
Please note: Toy samples need to be delivered to the press office on Monday 23 January 2017 by
12pm and it is your responsibility to retrieve the toys once Toy Fair has closed. Any toys left over at
5pm will be donated to the official show charity Barnardo’s.
Photography
If you would like to book the official show photographer to take shots of your stand, please contact
and book your requirements via the exhibitor show manual.
Costume characters
Toy Fair welcomes you to bring costume characters to the show free of charge.
Please note: All costume characters must be pre-registered so that we can send them an entry
badge in advance. Please book an exhibitor pass for them and their minder so that they can gain
access to Toy Fair before 9am when the show opens.
If you would like to bring a character, please contact [email protected] or call us on 020 7269
7900 so that your character can be included in the annual photo shoot. We do ask that you also
inform us in advance if you need space in the changing area for your character.
If you would like a character created, please contact Rainbow Productions.
The character line up will take place on Tuesday 24 January at 11:15.
Children at Toy Fair
Toy Fair operates a strict trade only policy and is restricted by health and safety regulations. In light
of this, the decision has been taken to prohibit children between five and 16 from entering the fair.
Children under the age of five are permitted when accompanied and supervised by an adult.
Children should be kept in pushchairs where possible. Proof of age may be requested. Prams and
pushchairs are allowed at Olympia.
The reason behind this decision is to protect prototypes that many exhibitors bring to the show as
well as to maintain a business environment for all exhibitors and visitors.
There will be no crèche provided at the Toy Fair in 2017 but the website – www.toyfair.co.uk – has
details of local crèches in the area.
Please note: A special consideration will be made on press day – Tuesday 24 January – when preregistered publicity children are allowed to attend for the purposes of demonstrating product only.
To apply, please contact [email protected]. All children must be licensed by their local council
and this licence must be shared with Bastion and the BTHA before entry can be permitted. If the
child requires a chaperone, the chaperone must be licensed as well and the BTHA and Bastion must
be in possession of this licence before entry is permitted.
Please note: Children are not allowed into the press office on press day due to health and safety
considerations, except under exceptional circumstances.
Please note: Toy Fair will not be able to provide children for press events. Any press children hired
by Toy Fair will only be available for Toy Fair specific activities.
No children between five and 16 will be allowed into Toy Fair without the required licence. The Toy
Fair has a legal responsibility to uphold this requirement.