Toy Fair is returning to Olympia, London from 19th to 21st January 2027 for its 73rd show. With more than six months until the doors open, early exhibitor demand -both from returning companies and brand new- is proving strong, with a large proportion of stand space already allocated, including a sold-out Gold Zone, with ongoing demand from across the industry. Companies still thinking about exhibiting are advised to apply soon, as space is filling up quickly.
As the first major industry event of the year, Toy Fair provides an essential platform for companies to meet face to face with existing and prospective customers, and for many it’s the first opportunity of the year to unveil brand new launches directly to a highly engaged audience.
Buyers from across the full spectrum of retailers, from grocers to multiples, online, specialists and independents, as well as licensors, inventors, designers, media, influencers and the wider industry will attend to discover the latest products and trends, making the show a critical point in the toy industry calendar to build on existing partnerships and forge new business.
Following a strong 2026 event, a wide range of companies from large brands through to start-ups have already committed to exhibiting in 2027, including The LEGO Group, asmodee, KTL, Jazwares, Coiledspring Games, Vivid Goliath, Just Play, tonies and many more.
Simon Prest, Sales Director of Orchard Toys: “Toy Fair is always one of the highlights of our year. It gives us the chance to step away from the day-to-day, spend valuable time face-to-face with our customers, and share the latest games and puzzles we’ve been developing. The energy across the show is fantastic, and there’s no better place to strengthen relationships, meet new retail partners, and celebrate the role of learning through play. Being part of an industry that brings so much fun makes it a truly valuable event for us.”
Toy Fair continues to hold its position as the UK’s largest trade event dedicated to toys, games and hobbies. The show brings together businesses of all sizes and offers direct access to a vast network of decision-makers and industry professionals, creating a dynamic environment for growth, collaboration and innovation.
Jamie Dickinson, Head of Marketing at Playmobil: “Playmobil UK has been attending Toy Fair for many years because we see real benefit in the event. There is nothing else like it for bringing the industry together, providing the space to showcase our new products alongside our best sellers, all in a relaxed environment among peers who are ready to do business for the year ahead. The organising team are great, bringing many years of experience and a can-do attitude to solving problems and delivering an excellent show – all with a smile.”
To view other Exhibitor testimonials, click here
The Gold Zone, situated within the Grand Hall, remains a key destination for visitors looking to discover new and emerging brands. Known for showcasing creativity and innovation, it provides a valuable launchpad and environment for smaller companies and entrepreneurs entering or expanding within the market. Demand for the area has been exceptionally strong, and the Gold Zone is now sold out for 2027, highlighting its continued popularity and importance.
Majen Immink, Head of Toy Fair, commented: “We are very pleased with how plans for Toy Fair 2027 are progressing and the level of engagement we’re seeing from the industry at this stage. It’s fantastic to welcome back such a high number of returning exhibitors, alongside many first timers who will no doubt bring fresh ideas and energy to the show. The continued commitment to the show highlights the event’s importance as a place to generate business and strengthen industry connections, and we’re looking forward to welcoming everyone back to Olympia in January. With the venue redevelopments finalised, the transformed space -including a number of new restaurants, cafés hotels, bars and public spaces- will provide an enhanced backdrop for the show.”
Companies still considering participation are encouraged to apply as soon as possible, as demand remains high and remaining space is limited.
Applications can be made online at www.toyfair.co.uk.
For exhibition, general, and sponsorship enquiries, contact [email protected] or call 020 7701 7271.
Visitor registration will open in early October via the Toy Fair website. To stay informed on all the latest updates, follow Toy Fair on Instagram @ToyFairUK and visit www.toyfair.co.uk.
