About Toy Fair
Toy Fair is the UK's largest dedicated trade show for toys, games and hobbies, organised by the British Toy & Hobby Association and held annually at the end of January at Olympia London. It is a trade-only event: the general public cannot attend, and children are not admitted, which keeps the focus firmly on business.
More than 200 exhibitors typically take part, from global toy companies to specialist hobby, puzzle, craft and board game businesses and newer start-ups. Visitors are retailers and buyers from independent toy shops, larger chains and online sellers, joined by distributors, licensing professionals and the trade media.
The show's value lies in its timing and concentration. Buyers attend to see new lines for the year before ranges are finalised, so this is the point at which listings are won and shelf plans are shaped. Meeting so many UK buyers in one place over three days is far more efficient than chasing individual appointments across the country. The programme adds further reasons to visit, including the Hero Toy Awards and a student design seminar, and an official app helps visitors plan and book meetings.
Toys are best understood through play, so stands tend to give products room to be handled and demonstrated, whether through a game table, a build station or a small play area. Many exhibitors keep new products confidential until launch and use private viewing areas for key accounts. Bright, clear branding helps buyers find categories quickly across a busy hall.
Next edition
Toy Fair 2027: what to expect
Toy Fair 2027 runs from 19 to 21 January in the Grand, National and Upper West Halls at Olympia London. Doors open at 9:00, closing at 18:00 on the first two days and 16:30 on the Thursday. Visitor registration opens on 8 October 2026, and the organiser has reported strong exhibitor demand for the 2027 show.
Exhibitors can choose between the Gold Zone, shell scheme and self-build space, which affects how much design freedom you have and what your builder needs to deliver. Spreading across three halls means checking which hall and level your stand sits in, since access routes and load-in arrangements differ. Olympia's central London location makes delivery timing particularly important.