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EXHIBIT

TOY FAIR STARTS IN

00 DAYS 00 HOURS
BRINGING TOGETHER TOY INNOVATORS, MAJOR RETAILERS, AND INDUSTRY EXPERTS UNDER ONE ROOF FOR SUCCESSFUL BUSINESS CONNECTIONS.

NO OTHER EVENT BRINGS TOGETHER SO MANY TOY MANUFACTURERS AND RETAILERS

from small innovative companies to the big chain outlets all under one roof to do one thing: successful business.
Why exhibit? Watch here!

WHY EXHIBIT?

The Toy Fair is THE industry showcase

No other event brings together so many toy manufacturers and retailers – from small innovative companies to the big chain outlets – all under one roof to do one thing: successful business.

The Toy Fair offers 23,000m² of space devoted to the toy, game and hobby business and is the only dedicated toy trade event in the UK.

Since the move back to Olympia in 2010, the show now occupies the Grand, National and Upper West Halls.

In 2025 the show attracted more than 250 exhibiting companies who came to meet buyers from the UK and abroad. As well as buyers from across the range of independent and multiple stores, online retail and catalogue retailers, the Toy Fair attracts a range of visitors from licensors and play specialists to designers, inventors, distributors, media and influencers.

VIEW EXHIBITOR TESTIMONIALS

EXHIBITOR 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 2026 SHOW

WATCH 2026 SHOW HIGHLIGHTS, VIEW EXHIBITOR LISTS AND FLOOR PLANS

STAND OPTIONS

There are three different packages available at The Toy Fair to help you to make the most of your participation at the show. If you wish to view visual examples of stands from previous years and for prices and availability call a member of the team on +44 (0) 20 7701 7127 or email Majen@btha.co.uk

 

NB: ALL the below stand packages include show services such as event security, basic stand cleaning, venue lighting and PR opportunities. Prices can be found on the application form.

PLEASE NOTE – Exhibitors located outside of the UK are not subject to VAT

VIEW OUR STAND OPTIONS

The Gold Zone

THE GOLD ZONE

Economy package

2027 RATE: £1,484 +VAT PER 5 SQM

Economy packages are available in the Gold Zone – an area that visitors have been accustomed to finding many hidden treasures. The zone is a dedicated space in the Grand Hall for companies wishing to take a small space. The Gold Zone proves extremely popular with new and small exhibitors, usually selling out by late Summer.

Economy packages can be booked in 5, 10, 15 or 20 square metre units and are built of GES Complete walling, grey carpet and an overlay name board for the company name and stand number. The structure is 2.5m high and is made from aluminium upright posts and a combination of 1m and 0.5m infill panels.

Included in the package price is the stand build, grey carpet, fascia/name board with stand number, a fluorescent strip light and a chair – one item per each 5 sqm unit.

NB. Power socket fittings are NOT included in this package.

Exhibitors are not permitted to make any structural alterations to Gold Zone stands e.g. removal of fascia boards.

IMPORTANT: Please take care to review the technical specification of the GES Complete system here. If you have any technical questions or are concerned that existing graphics you have will not fit the GES Complete system, please contact customerservice@ges.com

Shell Scheme

Shell Scheme

2027 RATE: £304.50 +VAT PER SQM

Shell Scheme Packages are available in any size upwards of 6m2 and in any area of the halls (excluding the Gold Zone), according to availability at time of booking. Shell scheme stands are built for you and are made from GES Complete (1m W x 2.5m H) wall panelling. Straight fascia boards are provided to each open side of your stand displaying your company name and stand number. Fascias are 300mm deep with the underside at 2.2m from the floor and aluminium trim at the top and bottom. Fascia supports are generally every 4 metres located at the contractors discretion.
Included in the package price is the stand build, fascia/name board with stand number and grey carpet to allow your products to stand out. Carpet colour and fascias can be upgraded at a cost.

Exhibitors are not permitted to make any structural alterations to shell scheme stands e.g. removal of fascia boards.

IMPORTANT: Please take care to review the technical specification of the GES Complete system here. If you have any technical questions or are concerned that existing graphics you have will not fit the GES Complete system, please contact customerservice@ges.com.

Self-Build

Self Build Package

2027 RATE: £240 +VAT PER SQM

Self-Build Packages are available for those wanting to build their own stands. This package is simply the ‘space-only’, no walls or carpet are included. It is also the responsibility of the exhibitor to ensure that their space is finished to a high standard.
Please also note that due to the structure of the venue, there may be columns within your stand area. The BTHA will not charge for the area taken up by the column/s but more importantly please ensure you incorporate these columns when designing your stand.
As the Toy Fair includes the Grand Hall and National Galleries, it is imperative that if your stand is visible from the Gallery, the top of your stand is finished to a high standard – hiding any lighting/wiring tracks with suitable fire proof material and if so desired enclosing your meeting rooms.

NB: Please be aware that depending on the size of the meeting room you may need to install suitable evacuation directional lighting. More operational guidance and stand build rules and regulations can be found in the Exhibitor Show Manual. All self-build exhibitors will be required to submit stand plans for approval prior to arriving on site.

Exhibitor Show Manual

The Show Manual is designed to help exhibitors with all aspects of exhibiting at the Toy Fair. Follow the link to view the 2026 show manual.

Exhibitor PR Manual

The Exhibitor PR Manual is an invaluable guide to getting the most in terms of PR from your time at the show. It includes opportunities to get involved in PR activities in the run up to and during the fair.

View PR manual 2mb

EXHIBITOR KIDS POLICY

During the build and break periods, CHILDREN UNDER THE AGE OF 16 ARE NOT PERMITTED within the venue – please refer to the Build/Open/Break schedules in the Exhibitor Manual for specific timings. Proof of age may be requested.

Once the show is open, exhibitors who have children on their stands to help promote and demonstrate their products must ensure all children are fully licensed and pre-registered and send the licenses for the Toy Fair press agency to collate as ‘press children’ prior to Toy Fair.

The link to fill out the the Toy Fair 2026 children’s application form will appear here shortly.

All approved children and chaperones will be able to collect their badges from the on-site registration desk in the Grand Hall foyer.

SPONSORSHIP

SPONSORSHIP OPTIONS

Toy Fair Sponsorship options are open not only to exhibitors but also licensors within the industry. We have designed packages to suit every budget. For details and prices of all Sponsorship opportunities please contact Majen@btha.co.uk or call 020 7701 7127.

SPONSORSHIP EXAMPLES

TOY FAIR CHARITY

Each year many of the Toy Fair exhibitors generously donate products to the Toy Fair designated charity at the end of the show equating to thousands of pounds worth of toys. This is done via a ‘trolley dash’ undertaken by volunteers at the end of the final day of the show.

Kids in Mind were the the official Toy Fair charity for the 2025 event.