London Toy Fair
Since 2016 Pokémon has been the headliner for the London Toy Fair. The Toy Fair is the UK’s largest dedicated toy, game and hobby trade show taking place annually at the end of January at Olympia London. Everyone who comes to the event passes through the Pokémon sponsored registration area and connected grand foyer before entering into the main hall where the booths are set up. I designed Pokémon’s 2019-2022 Toy Fair entry hall and booth.
My Role
This design is from the 2020 showcase. I worked with the Trading Card Game and Video Game departments to define what they wanted to showcase for release the following year. I then explored 2D concepts using these themes. Upon sign off they move to the production company where I worked with a 3D structural designer to build the foyer from the ground up. I then applied my designs to these files to create the event space that everyone entering Toy Fair passes through along with the booth that is visited by retailers.
Outcomes
+ The London Toy Fair significantly impacts the toy business by driving sales, showcasing new products, and facilitating networking and partnerships.
+ It's a key event where retailers and manufacturers connect, resulting in new business opportunities and the unveiling of upcoming trends in the toy industry.
Team
1 Graphic Designer, 1 3D Structural Designer, 1 Marketing Associate, 1 Production Manager
INSPIRATION
I had very limited info on the new video game, Sword & Shield, which the Trading Card Game would align with. I knew the two new featured Pokémon, color palette, and logos. The game was based around medieval England and had “royal” themed Pokémon. I wanted to use castle style banners in the room along with red, blue, and gold colors. The two featured Pokémon were all I could use but they are considered “Legendary” and therefore very powerful. I wanted to show this off by using their stats in a way a sports channel might cover a pro athlete.
