Olympia, Kensington,
London, W14 8UX
Tues 23rd Jan
Weds 24th Jan
Thurs 25th Jan
Olympia, Kensington, London, W14 8UX
Tues 23rd January 2018
Weds 24th January 2018
Thurs 25th January 2018

Apply to exhibit at Toy Fair 2019


STEAM, Collectables and Board Games Lead Toy Fair 2018


Toy Fair Trolley Dash 2018 donates toys to 3,500 children


Toy Fair's Hero Toys unveiled at Toy Fair 2018


The Toy Fair is the UK’s largest dedicated toy, game and hobby trade show taking place annually at the end of January at Olympia Grand and West Halls, London. The toy industry’s showcase welcomes more than 270 companies exhibiting thousands of products to visitors including retailers, buyers, media and the wider industry.

NB: Children between the ages of 5 and 15 are regrettably not permitted entry to the show.


The show has been amazing for us this year! We’ve had a huge amount of buzz around Roblox in particular and Fingerlings from WowWee Toys is certainly causing a stir – we are confident both programs will pack a punch in 2017. We have also had a really strong reaction to our new line of Nerf core accessories and First Act range of musical instruments. Overall, we’ve had a brilliant three days and look forward to returning in 2018!

Jonny TaylorJazwares

This year we made the decision to move to a bigger more central stand and it has shown dividends. There was a real buzz around the stand thanks to our StikBots Green Screen allowing us to take pics of visitors in different locations with celebs. Toy Fair is always a great show for us with packed diaries of appointments and its always great to see everyone. It was also great to welcome Zing and Yulu onto the stand as we make plans to grow their brands in the UK throughout 2017.

Nick SaundersBrainstorm Ltd

We’ve had some really good meetings and we are excited for 2017. We’ve had an amazing reaction to our new products and the launch of the new developmental Taf toys has been very well received. Dr Pooch winning the Best Infant and Preschool Toy at the awards was certainly the icing on the cake!

Judith StarkHalilit

Toy Fair was excellent for us and attracted a great mix of independent and major retailers as well as generating very strong national media interest for the toy trade, which is vital for everyone in it. We set an ‘unofficial world record’ for the fastest Magformers rhombicuboctahedron (26-sided shape) ever built, in 12.62 seconds, and we were absolutely delighted when our new Neon LED Set was awarded a ‘Best New Toy’ accolade by the BTHA in only our second year of exhibiting. The show goes from strength to strength in my opinion.

David KellyMagformers UK

This has been our busiest show ever! We think our quirky ‘Menagerie’ stand design definitely had people intrigued to find out more, so it was a great way of enticing people to come in and see the games. Our First Dates game has proved popular – visitors have been pleasantly surprised with the gameplay. Overall, all the new 2017 lines have been really well received so we are excited for the year ahead.

Dean TempestBig Potato

2018 Sponsors