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TOY FAIR 2027 STARTS IN

00 DAYS 00 HOURS
DISCOVER THE LATEST TOY, GAME, AND HOBBY INNOVATIONS WHILE NETWORKING WITH INDUSTRY LEADERS AND ACCESSING EXCLUSIVE TRADE OFFERS.
WHY VISIT?

MEET WITH 260+ EXHIBITING COMPANIES AND RECEIVE EXCLUSIVE RETAIL OFFERS

Toy Fair is a strictly trade event that welcomes members of the toy, game and hobby industry.

WHY VISIT?

The Toy Fair is the largest dedicated toy, game and hobby trade exhibition in the UK.

Three packed days of business, with more than 260 exhibiting companies ranging from the large renowned brands right through to the new start-up companies and one-man bands. The Toy Fair is a showcase, providing visitors with a real overview and insight into a fun, innovative and exciting industry. It offers an unrivalled opportunity to meet the toy industry, network with peers, be the first to see the new lines as they are launched for the year ahead and to plan your product range for the next 12 months- a great opportunity to touch, feel and experiment with the products of the future.

SHOW OFFERS: Visitors will also benefit from many exclusive on site retail offers.

FREE VISITOR WI-FI: Olympia offers a free 1 MB wi-fi offering for visitors throughout the halls.

CHARGING POINTS

VIEW VISIT TESTIMONIALS
RULES AND REGULATIONS

2026 EXHIBITOR LIST & FLOOR PLAN

2026 EXHIBITOR LIST & FLOOR PLAN

EXHIBITOR FLOOR PLAN

VISITORS TESTIMONIALS

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Becky Matthews, Sales & Marketing Director
Golden Bear Toys

“London ToyFair is a unique opportunity to present over 100 brand new toys for 2025 to all our customers in one place. The feedback we’ve received over three busy days has been fantastic and very encouraging for the year ahead.”

Clive Richardson, VP Sales & Marketing
VTech

“London ToyFair is a unique opportunity to present over 100 brand new toys for 2025 to all our customers in one place. The feedback we’ve received over three busy days has been fantastic and very encouraging for the year ahead.”

Brea Brand, CEO and Co-Founder
CONNETIX

“What an exciting and successful ToyFair, it’s been great to connect with current partners and meet so many new and potential retailers.”

Ali Brown, Marketing Manager
Orchard Toys

We've had such a positive response to our new Baby and Toddler Collection and the launch of our exciting new Bluey character license and three Bluey games. The enthusiasm and support from our trade partners has been great. Plus the new additions to THE WORLD OF PETER RABBIT collection, and our new educational games, have been brilliantly received by retailers. It's been another successful Toy Fair and we're looking forward to the year ahead, working with our retail partners to bring learning made fun to families across the UK.

Emma Weber, Senior Director Marketing and Licensing
Vivid Goliath

Toy Fair 2025 has been another great show. We loved opening on Tuesday with our Traitors press event, had over 250 meetings with our retailer, licensing and media partners and excited for the year ahead and finalising listing for our Christmas ranges.

View all testimonials

LOOK BACK AT THE 2025 SHOW

WATCH 2025 SHOW HIGHLIGHTS, VIEW EXHIBITOR LISTS AND FLOOR PLANS

WHO CAN ATTEND?

The Toy Fair is a strictly trade only event and is not open to the public. It is free to all pre-registered guests. If you intend to bring children to the event please note the strict age policy and refer to the Visitor Kids Policy below.

The Toy Fair welcomes

  • Buyers
  • Merchandisers
  • Licensors
  • The media
  • Influencers
  • Play specialists
  • Inventors
  • Marketeers
  • Designers
  • Suppliers to the trade
  • Distributors
  • Importers
  • Agents
  • Educational specialists
  • and others affiliated with the trade

VISITOR KIDS POLICY

Toy Fair is a strictly trade-only event and is restricted by health and safety regulations. In light of this, the decision has been taken to prohibit children under the age of 16 entering the fair. Children under the age of 5 however are permitted into the show when accompanied and supervised by a responsible adult. Children should be kept in pushchairs where possible but please be aware some exhibition stands may be too restrictive to safely allow access and therefore may not be able to permit them. Proof of age may be requested.

The reason behind this decision is to protect prototypes that many exhibitors bring to the show as well as to maintain a business environment for all exhibitors and visitors.

Please be aware that there is filming taking place at this event and therefore a chance of you being filmed across the entire venue. By entering Toy Fair you are giving your consent to be filmed. If you do not want your child caught on camera please can you be vigilant of cameras and any filming equipment to avoid your child being filmed.

Exceptions are made for child performers under the age of 16, but they must hold a child performance licence or have an education exemption notice from their local authority.

Children who are performing/working at Toy Fair 2025 must be licensed and pre-registered with the Toy Fair PR agency Retail PR. Contact rebecca@btha.co.uk for more details.

Regrettably a crèche is not provided at the Toy Fair.

For a child between the ages of 5 and 16 to be permitted to attend, you must provide by January 6th 2026 the following to The Toy Fair press team:

  • Completed Toy Fair registration form found HERE
  • Written permission from the child’s school
  • Child performance licence or notice of education exemption issued by local authority
  • Child chaperone licence if person responsible for the child at Toy Fair is not their legal guardian

Once all information has been provided, a press badge can be applied for in October 2025. The Toy Fair press team will only give final approval of a press badge once all of the above documents have been provided.

Please note
The Toy Fair and Toy Fair press team cannot apply for or issue licences, this must be done by the parents and local council of the child.

IMPORTANT CHILDREN’S LICENCE INFO:

Children attending

CHILDREN ATTENDING THE TOY FAIR

If you wish to bring a child on-site, you have a legal responsibility to ensure that the child is properly licenced. Licences are required for child performers to:

  • Demonstrate products on exhibiting stand
  • Film content for social media channels
  • Pose for photography
  • Any involvement in blogging

If your local authority does not issue a child licence, please request an education exemption notice. This should be an email/letter from your local council detailing:

  • Child’s name
  • Child’s school
  • Permission to be out of school for the Toy Fair 2026 dates (20-22 January)

Once approved by the press team, each child will be issued a badge to be worn at all times.

The Toy Fair is the UK’s largest dedicated trade show. Toys displayed on stands are examples of future product, with many still in the prototype stage, and can only be handled with the permission of exhibitors. Please make sure children are always kept under close supervision while on-site.

Obtaining the child licence

CHILDREN ATTENDING THE TOY FAIR

If you wish to bring a child on-site, you have a legal responsibility to ensure that the child is properly licenced. Licences are required for child performers to:

  • Demonstrate products on exhibiting stand
  • Film content for social media channels
  • Pose for photography
  • Any involvement in blogging

If your local authority does not issue a child licence, please request an education exemption notice. This should be an email/letter from your local council detailing:

  • Child’s name
  • Child’s school
  • Permission to be out of school for the Toy Fair 2026 dates (20-22 January)

Once approved by the press team, each child will be issued a badge to be worn at all times.

The Toy Fair is the UK’s largest dedicated trade show. Toys displayed on stands are examples of future product, with many still in the prototype stage, and can only be handled with the permission of exhibitors. Please make sure children are always kept under close supervision while on-site.

A chaperone licence

CHILDREN ATTENDING THE TOY FAIR

If you wish to bring a child on-site, you have a legal responsibility to ensure that the child is properly licenced. Licences are required for child performers to:

  • Demonstrate products on exhibiting stand
  • Film content for social media channels
  • Pose for photography
  • Any involvement in blogging

If your local authority does not issue a child licence, please request an education exemption notice. This should be an email/letter from your local council detailing:

  • Child’s name
  • Child’s school
  • Permission to be out of school for the Toy Fair 2026 dates (20-22 January)

Once approved by the press team, each child will be issued a badge to be worn at all times.

The Toy Fair is the UK’s largest dedicated trade show. Toys displayed on stands are examples of future product, with many still in the prototype stage, and can only be handled with the permission of exhibitors. Please make sure children are always kept under close supervision while on-site.

Children under five

CHILDREN ATTENDING THE TOY FAIR

If you wish to bring a child on-site, you have a legal responsibility to ensure that the child is properly licenced. Licences are required for child performers to:

  • Demonstrate products on exhibiting stand
  • Film content for social media channels
  • Pose for photography
  • Any involvement in blogging

If your local authority does not issue a child licence, please request an education exemption notice. This should be an email/letter from your local council detailing:

  • Child’s name
  • Child’s school
  • Permission to be out of school for the Toy Fair 2026 dates (20-22 January)

Once approved by the press team, each child will be issued a badge to be worn at all times.

The Toy Fair is the UK’s largest dedicated trade show. Toys displayed on stands are examples of future product, with many still in the prototype stage, and can only be handled with the permission of exhibitors. Please make sure children are always kept under close supervision while on-site.

LATEST NEWS

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TRAVEL INFORMATION

ACCOMMODATION

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TRAVEL

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PARKING

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EXPLORE THE AREA

The Toy Fair takes place at Olympia in Kensington, West London, providing a great opportunity for visitors to see London after hours.

Olympia is situated right next to Kensington High Street where there are plenty of restaurants, shops and tourist landmarks such as Harrods, Kensington Palace, the Design Museum and the Natural History Museum.”

Please visit the Olympia website for useful information about the surrounding area.