Applications for exhibition space at Toy Fair 2027 are now officially open via the Toy Fair website.

Organised by the British Toy & Hobby Association, Toy Fair will once again return to Olympia, London, from January 19th to 21st 2027, spanning the Grand, National and Upper West Halls.

Exhibitors can choose from three stand options to suit their objectives and budget: space-only, shell scheme, or a shell scheme economy package within the ‘Gold Zone’ – an area designed to champion smaller, up-and-coming companies. Full package details and prices can be viewed here.

Companies that pay a 25% deposit by May 15th will benefit from a 3% early booking discount.

“Toy Fair 2026 marked a positive step forward for the industry, with a sense of optimism returning to the halls through an impressive lineup of exhibitors and a vibrant audience of visitors,” said Majen Immink, Head of Toy Fair at the BTHA.

“We are excited to build on the momentum at Toy Fair 2027. We have already seen significant interest in stand bookings and anticipate a high number of returning exhibitors, so I would urge companies considering exhibiting to submit their applications as soon as possible.”

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Last month’s London Toy Fair 2026 culminated in a ‘trolley dash’ which saw exhibitors generously donate thousands of toys and games to the children’s charity Kids in Mind.

In its second year as the show’s official charity partner, Kids in Mind brought in more than 60 volunteers who sped up and down the aisles at the end of the show collecting products.

Kids in Mind supports children who have experienced severe trauma. The product has now been sorted and more than 6,000 toys will be shared directly with vulnerable children.

“We are once again thrilled to be able to partner with Kids in Mind on this incredible initiative that gives our exhibitors the opportunity to donate their products directly to children in desperate situations displaced from abusive homes,” said Majen Immink, Director of Toy Fair at the BTHA.

“We can’t thank the charity staff and volunteers enough for their efforts in bringing Toy Fair to a close on such a positive and uplifting note. We are again humbled by the show of support from our exhibitors who continue to give so generously and are so pleased to be able to form an alliance with a charity that links our wonderful industry directly with children in need of support.”

Julian Margolin MBE, Chief Executive of Kids in Mind, added: “I am deeply moved by the extraordinary kindness shown by every exhibitor at Toy Fair 2026. For the children we support – many of whom have fled their homes with nothing – these toys are far more than playthings. They are symbols of safety, comfort and hope at a moment when their world has been turned upside down.

“To see such generosity, year after year, reminds us that even in the darkest circumstances, humanity shines through. We cannot thank the Toy Fair team and its exhibitors enough for standing with us and helping to bring light, joy and healing to children who desperately need to feel seen, valued and cared for.”

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Majen, it’s great to catch up. How was 2025 for the British Toy & Hobby Association? What were some highlights?
2025 was another productive year for the BTHA, with Toy Fair once again kicking off the calendar year bringing industry together for three days of business, networking and product showcasing. The event featured more than 250 exhibiting companies and welcomed visitors from across the sector, including retailers, licensors, inventors and designers, media, influencers and the wider industry, who came to explore new products and emerging trends.

Toy Fair TV captured the vast spectrum of products on show including many new launches, illustrating the incredible design talent and innovation in our industry. The 2025 event also marked the rebranding of the former ‘Greenhouse’ as the ‘Gold Zone’, created to put the spotlight on new companies and emerging talent.

Elsewhere in 2025, we also worked closely with the Play Commission and the Centre for Young Lives to support the launch of their new report – ‘Everything to Play for’ – calling for a new national play strategy for England. The BTHA sponsored their event in Parliament to discuss the importance of play in childhood development with parliamentarians, sector leaders and key decision-makers. Our Director General, Roland Earl, opened the event by reflecting on the value of play, emphasising that toys are the tools of play and play is essential to childhood development.

The BTHA’s annual Industry Day once again continued to provide an opportunity for members to hear key updates about the Association, learn from keynote speakers and have the opportunity to network with colleagues from the industry. This year’s keynote speakers was Alastair Campbell, former Director of Communications for the Labour Party and co-host of ‘The Rest is Politics’ podcast, who provided insight into the current political world – and attendees also got to hear about the current retail climate from Ashley Rolls of KPMG.

Throughout the year, the BTHA continued to represent the interests of its members to government and policymakers on changing regulations. One of the Association’s biggest priorities was to continue highlighting the high levels of unsafe toys being sold through online marketplaces that put children at harm and undermine reputable toy makers, and to push for new regulation. After many years of campaigning on this issue, in 2025, the UK government finally introduced and passed legislation entitled the Product Regulation & Metrology Act, which gives the government the ability to create new requirements for online marketplaces regarding the safety of all the products on their platforms. The BTHA worked with other organisations to strengthen the primary legislation in Parliament, with detailed work on regulations continuing into and throughout 2026.

2026 London Toy Fair is next week! What can we expect from the show this year?
We are gearing up for another exciting event packed full of new product launches. We will welcome back many returning companies, but we will also have more than 40 new exhibitors joining the show for the first time, including Thumbs Up!, OOLY, KTL, MCHUGS and many more. They add to an already diverse range of exhibitors, including The LEGO Group, Basic Fun, Orchard Toys, Vivid Goliath, Skillmatics, Marvin’s Magic, Baby Republic, Paper Engine and many more.

Terrific. What else is new?
We have launched a brand-new app designed to enhance the networking experience for everyone at Toy Fair. The new app will allow exhibitors and all attendees to connect before the show and arrange meetings in advance, ensuring attendees make the most of the three busy days of Toy Fair. The app features detailed exhibitor profiles, interactive floor plans with navigation function, sponsor information, media information, exclusive show offers and other show information. Once registered to attend the show, visitors will receive a login key via email, giving instant access to their personal profile within the app.

The last few years has seen the BTHA engage more with inventors, adding a dedicated ticket option for them alongside the Inventor Lunch. Why do you feel it’s important for the show to engage with inventors directly in this way? And is this a community the BTHA would like to engage with further?
Inventors play a vital role, bringing fresh innovation and creativity, keeping the sector exciting and dynamic. Over the past two years, we have enjoyed running the Inventors Lunch at Toy Fair, and it has been a wonderful way to highlight how integral inventors are to the toy and game community whilst facilitating valuable connections.

This year, Toy Fair will welcome back the Student Design Seminar on the third day of the event, offering a great opportunity to inform and inspire product design undergrads who may be thinking about the toy industry as a future career destination. We are grateful to the speakers who will generously share their expertise with the emerging talent.

Olympia is also going through some exciting changes. Will these impact this year’s show?
While Olympia’s developments will not be completed until mid-2026, they will enhance the Toy Fair experience in the years to come. Once finished, the venue will offer new restaurants, cafés, hotels, theatre and a live music venue, creating an impressive and vibrant destination for all our exhibitors and attendees to extend their Toy Fair experience and networking after the show’s open hours.

Alongside the core reasons for attending, do you think London Toy Fair can be a great source of inspiration for creatives?
Toy Fair can be a fantastic source of inspiration for creatives, with its vibrant, buzzing atmosphere to fully immerse yourself. Toy Fair is filled with an enormous variety of innovative, creative and sometimes wonderfully whacky products – from board games and puzzles, plush toys and tech toys, to arts and crafts, ride-on-vehicles and construction toys, there’s so much to take inspiration from. Walking the aisles and getting hands on with thousands of products from across the categories will inevitably spark ideas and fuel the imagination.

The Gold Zone is a hotspot for discovering emerging trends, innovation and talent, as it is known to showcase smaller, up-and-coming companies and entrepreneurs. Conversations with designers, inventors and exhibitors across the show floor often will lead to unexpected connections, and we have seen products that started as a simple chat at Toy Fair go on to become fully developed concepts.

Last question! What helps you and the team have ideas for innovations to bring to the show?
Inspiration for new initiatives at Toy Fair comes directly from the toy and game industry itself. The innovation and ambition inspire us to explore new initiatives. We are constantly looking for ways to elevate Toy Fair as a leading platform for business, networking, and product showcasing. Feedback plays a big role in this. We actively listen to all feedback from exhibitors and visitors, using it to refine and adapt the Toy Fair experience year after year.

Ultimately, it’s the creativity, innovation and passion of the toy and game industry that motivates us to keep improving Toy Fair to be the best it can be.

Thanks Majen – see you next week!

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London Toy Fair is re-introducing its Student Design Seminar at this year’s show.

Working in partnership with Mojo Nation, the British Toy & Hobby Association has tailored a seminar aimed at inspiring university design students and nurturing the next wave of toy and game innovators.

Taking place on the final day of the show in the Henley Suites, students will hear from a panel of celebrated independent inventors, including Gary Pyper of Fun-Damental Invention, board game inventor Ellie Dix, and Fi Murray of Making Things Studio. Together, they will offer invaluable guidance for those eager to break into the world of toy and game invention.

The seminar will also showcase perspectives on the world of in-house toy and game design. Speakers include Alpesh Patel, VP of Global Toy Design at TOMY; Bob Moog, President of University Games; Rory Edwards, Design & Development Manager at Vivid Goliath; and Alex Reynolds, Global Head of R&D & Licensing at Casdon. Their discussion will provide students with an inside look at designing for global brands and developing products that resonate with consumers around the world.

Beyond the seminar, students will have the opportunity to explore the show floor, with scheduled stand visits arranged with exhibitors. These visits will offer valuable insight into emerging industry trends and the wider market landscape.

“We are so pleased to be able to bring back the Student Design Seminar this year,” said Majen Immink, Head of Toy Fair.

“The toy industry is so vibrant and creative, and this seminar is a great opportunity to inspire the next generation of up and coming designers to think about the toy industry as a future career destination.”

Toy Fair 2026 will take place Tuesday January 20th to Thursday January 22nd. To register for your visitor pass please click here https://toyfair2026.eventreference.com/register.

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The British Toy & Hobby Association is once again teaming up with Mojo Nation on an Inventors Lunch, hosted at London Toy Fair 2026.

Following the success of a lunch hosted at this year’s show, the Inventors Lunch will return to Toy Fair on Thursday, January 22nd at 12PM. It will be hosted upstairs on the Toy Trust Lounge (stand number UL 161).

The lunch is free and exclusively for inventors, designers, studios and inventor relations execs. It’s a chance to enjoy a lunch and some relaxed networking on the final day of the show.

“As organisers of Toy Fair, we are proud to support inventors and the important role they play in the toy industry,” said BTHA’s Head of Toy Fair, Majen Immink.

“Hosting the Inventors Lunch again in 2026 gives us the chance to bring the community together, fostering connection and collaboration.”

Mojo Nation co-founder Billy Langsworthy added: “We’re delighted to once again bring the industry’s creative community together for this event at London Toy Fair – it promises to be a great show.”

Advanced registration to attend the Toy Fair Inventors Lunch is required. To register your place, please email Mojo Nation’s Billy Langsworthy at billy@mojo-nation.com.

To enter Toy Fair you have to be a registered guest. You can register for free here: https://toyfair2026.eventreference.com/register

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The BTHA is reporting that – with approximately six months to go – demand for exhibition space at London Toy Fair 2026 is already very high.

Toy Fair will return to Olympia, London from January 20th to 22nd for its 72nd show, and the demand for exhibition space is being driven by ‘a strong returnee rate and keen interest from new applicants’.

The Gold Zone, which houses the smallest stands, is already sold out, and there is limited space available across both levels in the rest of the halls.

Exhibitors already confirmed to be returning after a successful 2025 show includes The LEGO Group, Target Darts, Playmobil UK Ltd, CONNETIX, Galt, Vivid Imaginations, Toytopic and House of Marbles.

“We are delighted to once again see such strong interest in Toy Fair from returning and new exhibitors alike,” said Majen Immink, Head of Toy Fair at the BTHA.

“We hugely appreciate the continued loyalty of our exhibitors, particularly in the challenging current climate. We are looking forward to supporting exhibitors in their preparations and welcoming the industry back to Olympia in January.”

Companies still considering participation are encouraged to apply as soon as possible, as remaining space is limited and demand remains high. Shell scheme and space-only packages are still available. Applications can be made online at www.toyfair.co.uk.

Visitor registration will open in early October via the Toy Fair website.

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The British Toy & Hobby Association is once again teaming up with Mojo Nation on an Inventors Lunch, hosted at London Toy Fair 2025.

Following the success of a lunch hosted at this year’s show, the Inventors Lunch will return to Toy Fair on Thursday, January 23rd at 12PM. It will be hosted upstairs on the Toy Trust Lounge (stand number UL 161).

The lunch is free and exclusively for inventors, designers, studios and inventor relations execs. It’s a chance to enjoy a lunch and some relaxed networking on the final day of the show.

“We were delighted to bring the industry’s creative community together at London Toy Fair 2024, and we’re excited to do the same again at January’s show,” said Mojo Nation co-founder Billy Langsworthy.

Head of Toy Fair, Majen Immink, said: “The inventors community is a really valued part of the toy industry and it is really important for us as organisers of Toy Fair to support inventors at our show. We are really pleased to be able to host this Inventors Lunch once again for 2025, which we hope will help to facilitate valuable networking and partnerships at the show.”

Advanced registration to attend the Toy Fair Inventors Lunch is required. To register your place, please email Mojo Nation’s Billy Langsworthy at billy@mojo-nation.com.

To enter Toy Fair you have to be a registered guest. You can register for free here: https://toyfair2025.eventreference.com/register

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London Toy Fair has again welcomed a high returnee booking rate for next year’s event, with the entire ground floor and newly branded Gold Zone – formerly the Greenhouse – already sold out.

With more than six months still to go, the show has also received a high level of new applications and therefore any companies still considering booking exhibition space at the 2025 show are encouraged to apply now.

Exhibitors returning to build on their successful 2024 showing, includes The LEGO Group, Spin Master Toys, EPOCH Making Toys, Hasbro, Vtech/LeapFrog, Bandai UK Ltd, Casdon, Trends UK Ltd, Cheatwell Games, PAPO, and Schleich among many others.

Toy Fair returns to Olympia London from January 21st to 23rd 2025 across the full Grand, National and Upper West Halls.

“We are once again so pleased with the continued high returnee rate for Toy Fair as well as the numerous new applicants,” said The British Toy and Hobby Association’s Head of Toy Fair, Majen Immink.

“We do not underestimate the ongoing challenges the industry faces and therefore hugely appreciate the loyalty and support of our exhibitors and the value placed on the importance of the UK’s trade fair.

We very much look forward to welcoming the industry back again in January and to witness the thousands of exciting new launches to the market.”

Spaces are still available on the upper level and can be allocated as shell scheme or space-only.
Prospective exhibitors can apply online at www.toyfair.co.uk.

For exhibition and general enquiries, contact Rebecca@btha.co.uk or phone 020 7701 7271.

Visitor registration will open in early October via the Toy Fair website.

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Exhibitor applications for Toy Fair 2025 are now open via the Toy Fair website.

Organised by the British Toy & Hobby Association, Toy Fair will return to Olympia London between January 21st and 23rd 2025, occupying the Grand, National and Upper West Halls.

Exhibitors can choose from three stand packages: space-only, shell scheme and the economy package in the ‘Gold Zone’ – a hub of stands for smaller, and up-and-coming companies, formerly known as The Greenhouse.

“Toy Fair 2024 was a great celebration of not just 70 years of the show, but also of our exhibitors and visitors who continue to support the show and make it a vibrant and enjoyable experience for all involved,” said Majen Immink, Head of Toy Fair at the BTHA.

“We can’t wait to welcome everyone back through the doors of Olympia for 2025 to kickstart the business year. We have already been inundated with exhibitor enquiries for 2025 so I’d encourage anyone wanting to exhibit to get their applications in early to avoid disappointment.”

Exhibitors who pay a 25% deposit by April 26th 2024 will benefit from a 3% early booking discount applied to their balance invoice.

To view stand package options, costs and to apply to exhibit, please click here. For more information on exhibiting and sponsorship, contact Rebecca@btha.co.uk or call the team on 020 7701 7127.

Visitor registration will open in September on the Toy Fair website.

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Visitor registration is now open for Toy Fair 2024, the UK’s largest dedicated toy, game and hobby exhibition.

Taking place between January 23rd and 25th 2024 at Olympia London, the show returns to celebrate its 70th anniversary with a sold-out floorplan and extended footprint.

Exhibitors at Toy Fair 2024 will include TOMY, HTI, Spin Master, Funrise, LEGO, Character Options, Funko, Hasbro, KAP TOYS, Jazwares, Vivid Goliath, tonies, Skillmatics, heo, Insect Lore, and many more.

To view the full floor plan and Exhibitor list click here.

“We are really looking forward to welcoming back visitors, both familiar and new, to Toy Fair in January,” said Majen Immink, Director of Toy Fair.

“With a sold-out floorplan, an increased footprint and celebrating the show’s 70th anniversary, Toy Fair 2024 is shaping up to be a very exciting and busy show. To have reached our 70th Toy Fair is an amazing achievement, one which wouldn’t have been possible without the continued support from both our visitors and exhibitors, which we are incredibly grateful for.”

Press day will take place on the opening day and Influencer Day on the third day of business. Toy Fair will be open 09:00 to 18:00 on Tuesday 23rd and Wednesday 24th January, and 09:00 to 16:30 on Thursday 25th January.

PLEASE CLICK HERE TO REGISTER

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