Toy Fair 2020
Licencing Report

A busy couple of months have taken us from Florida to New York and back to London to catch Toy Fair.

florida to new york
and back

A busy couple of months have taken us from Florida to New York and back to London to catch Toy Fair. We've collated our top picks from the show as well as the best bits from our visit to the Museum of Ice Cream (seriously) and our latest campaign for Disneyworld Florida.

sustainability

There seemed to be a lot of talk about sustainability at the show, but it was tricky to track down specific examples. Last year Hasbro announced its commitment to phase out all single use plastic in its packaging by 2022. This year, Mattel announced its new pre school range made out of bio-based plastics with the commitment that by 2030 they aim to make all of their products and packaging from ‘100% recycled, recyclable or bio-based plastics materials’.

At the show in London, we saw Posh Paws updated range of BBC Earth plush, where substantial changes have been made to the materials used including a 100% recycled post-consumer waste PET plastic (plastic bottles) filling with packaging made from 100 per cent recycled FSC certified craft paper and soy-based ink.

bladez toys - hot wheels

Sometimes its the simple things that stand out and we loved this cardboard POS from Bladez toys. (Pay rise to whoever worked on that diecut).

click distribution

Top marks to Click for recreating central perk, complete with coffee bar and sofa, one of the more creative displays at the show.

museum of ice cream

A recent trip to New York led us to the recently opened Museum of Ice cream, an immersive instagrammable experience based around the joy and happiness that ice cream brings. Bunn and co-founder Manish Vora launched the first Museum of Ice Cream in New York in 2016, the pop-up experiences have become a cultural phenomenon, selling out stints in Los Angeles, San Francisco and Miami in the blink of an eye. The 25,000 sq ft museum featured giant interactive keyboard, neon light tunnels, a 4 storey pink slide, the worlds largest ‘sprinkle’ pool (with diving board) and you guessed it, ice cream.

The MOIC is at the forefront of immersive experience based museums, signing up a 10 year lease for its newest location in New York. Pop ups are going permanent, with more brands investing in long term spaces that they can turn into customiseable and adaptable immersive experiences. You can find out more about the museum of ice cream here and more importantly shop their incredibly curated range here.

runaway railway

It’s a tough job but someones got to do it… so off we went to Florida to art direct the photoshoot for Disneyworld’s latest attraction, Runway Railway which opens at Disneys Hollywood studios in March.

Working with Disney we were able to maximise the impact of our illustrations using facebooks 3D photo, meaning this campaign is Disney’s highest clicked campaign of all time. You can see the final 3D version here.

Based on the recent award-winning Mickey Mouse cartoon shorts, Mickey and Minnie’s Runaway Railway is a brand-new attraction unique to Walt Disney World Resort and Disney’s Hollywood Studios – and the first ride at any Disney park that stars Mickey Mouse and friends. We’ll probably need another trip out there to check out the ride…

Share article

More articles

TREND SHOWCASE 26/27

April 15, 2026

Christmas Retail Report 2025

December 8, 2025