The Toy Fair 2009 Branding
Identity and implementation
Identity and implementation
THE TOY FAIR, LONDON OLYMPIA
Organised by the British Toy and Hobby Association, The Toy Fair is an industry showcase of new products, aimed at businesses rather than consumers. Held annually at London's Olympia, it attracts approximately 250 exhibitors, ranging from large internationals to new start-up companies. It is the only dedicated toy, game and hobby exhibition in the UK.
In 2009, we were asked to design an Identity for The Toy Fair which could be ‘area specific’ whilst still retaining a generic identity. As a result, we had male and female hand models photographed empty-handed, to show an ‘offering up’ type image. Then, together with the BTHA (British Toy and Hobby Association), we came up with a wish-list of area specific toys that could be re-touched in situ. A good example demonstrating this was when we produced an advertisement for the magazine ‘Forecourt Trader’ – Playmobil kindly supplied a petrol pump kit giving us lots of fun making it! Illustrated below are a few examples of the advertisements in question.
SGW has been involved in the branding and the production of show collateral for The Toy Fair for the past 10 years, producing numerous items ranging from T-shirts to 12 metre banners.
