Applications for exhibition space at Toy Fair 2027 are now officially open via the Toy Fair website.
Organised by the British Toy & Hobby Association (BTHA), Toy Fair will once again return to Olympia, London, from the 19th to 21st January 2027, spanning the iconic Grand, National and Upper West Halls for three dynamic days of business, networking and product discovery.
As the UK’s largest toy trade exhibition of the year, Toy Fair offers toy, game and hobby manufacturers and distributors a prime opportunity to unveil their newest launches and upcoming ranges face-to-face with a diverse audience. Buyers, licensors, inventors, media and wider industry professionals gather under one roof, creating an unrivalled environment to spark new partnerships and strengthen established relationships.
Retailers in attendance represent every corner of the market, from grocers and national multiples to independent retailers and specialist toy stores, making Toy Fair a vital platform for brands looking to broaden their reach and build partnerships.
Whether as an emerging business ready to make a debut or a global brand returning to the vibrant show floor, Toy Fair is the ideal platform to help all types of companies, from large renowned brands, through to smaller and emerging start-ups, to generate quality leads, expand their network and start the year with momentum.
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.
Anticipation is already building for 2027, with strong early interest from returning and new exhibitors alike. Companies are encouraged to apply early and those who pay a 25% deposit by the 15th May will benefit from a 3% early booking discount applied to their balance invoice.
To view the 2026 show highlights, exhibitor list and floor plans, visit the Toy Fair website.
To hear what previous exhibitors say, read below:
Jacqueline Taylor-Foo, General Manager UK & Ireland at James Galt & Co Ltd:
“Our team really loves the London Toy Fair. It is a great opportunity to meet so many connected industry partners. We showcase our brands, have a chance to thank our regular customers, plus network with a huge range of partners and new customers. We have conversations with prospecting companies, inventors and licensing contacts, the list goes on. This year we felt was one of our best, the atmosphere and opportunities were brilliant and we’re already marking our diaries for 2027!”
Jen Shillitoe, Director of Little Acorn Games:
“We have just had the most incredible week of the business so far at our first Toy Fair! The opportunity to constantly pitch our products and network with so many different people from across the toy industry was a truly invaluable experience for us as a growing brand. It has opened up many exciting doors for us and we can’t wait to see the results over the coming months!”
Gareth Edwards, CEO of Frog Hall Games:
“London Toy Fair has been crucial to the development of Frog Hall Games – it is one of the key places we have met amazing contacts and licensed games and launched the results from previous licensing at the show. I cannot recommend it enough to any toy or game company as being a vital tool to help them network and grow.”
To read more exhibitor testimonials, visit the Toy Fair website.
Majen Immink, Head of Toy Fair, said: “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. 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.”
To apply for a stand, please click here.
For more information on exhibiting and sponsorship, please contact majen@btha.co.uk or call the team on 020 7701 7127.
Visitor registration will open in October on the Toy Fair website.
