Joules Market Square

Discover a world inspired by a love of the countryside…

Founded on the country show circuit, Joules has been part of The Game Fair for over 30 years and are so pleased to be back.

And this year, there will be even more to explore as the brand is bringing the Joules Market Square to The Game Fair for the first time. This specially designed area has been inspired by Joules’ love of the countryside and features a whole host of exciting things for you (and your four-legged friend) to see and do.

Within the Joules Market Square you’ll find:

Joules’ Dog Agility – open to dogs of all sizes, shapes, breeds and barks!

Joules Pet Collection Stand with an exclusive 10% off all weekend, plus free home delivery on pet beds

Friends of Joules – a bunch of brilliant British brands and inspiring small businesses for you to explore

Belvoir Farm, so that you can sample refreshing drinks inspired by nature

A local musician will also be on hand to provide a soundtrack to the weekend

Meet the Friends of Joules

Apatchy London

Great British designers and makers of luxury leather bags, bespoke gifts and lifestyle accessories.

Eleanor Tomlinson Art

Eleanor Tomlinson is an award-winning artist and illustrator inspired by the Yorkshire countryside that she calls home. Her original artworks are developed into beautiful greeting cards, stationery, prints and homeware ranges.

Fable England

A British jewellery and accessories brand celebrating the heritage of craftsmanship. Inspired by nature, vintage charms and all animals great and small.

Living Nature

Living Nature’s beautiful animal soft toys bring joy and comfort to animal lovers around the world.

The Lounging Hound

The Lounging Hound is the home of luxury, comfort and classic design for dogs.


Tillyanna is a small family business based in South Wales. They specialise in personalised accessories, which are all lovingly hand-printed using the highest grade printing technology and materials.