Golden Bear gets a branding refresh | Source: Golden Bear Toys

UK-based Golden Bear Toys is celebrating more than 40 years in the toy industry with a refreshed identity and a new way to connect with customers.

For 2021, the company has updated its famous Golden Bear logo with a contemporary look which debuted on a brand new website that showcases the company’s full product portfolio, including top licenses and brands such as In the Night Garden, Hey Duggee, Love Monster, and more. The new website also includes information on the company’s history and legacy alongside details on its sustainability efforts.

Golden Bear is also launching its own, 360-degree interactive virtual toy fair platform that will debut in the weeks ahead.

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“We are exceptionally proud of our new virtual toy fair platform and I trust buyers, licensors and all our partners will enjoy being able to explore, interact and engage with our thrilling new products in this exciting online experience,” says Barry Hughes, managing director, Golden Bear. “The redesign of our logo and website brings our brand right up to date and aligns both our heritage and our contemporary outlook and vision. It is important that we continue to be seen as a trusted, responsible, committed toy supplier with family values at our heart whilst also continuing to be at the forefront of innovation within the industry. The Golden Bear icon represents the best of those qualities whilst keeping us relevant and fresh. We are delighted with the outcome and we look forward to hearing what our customers think.”

Registration is now open for Golden Bear’s virtual toy fair at