PRESS RELEASE

Visitor registration for Toy Fair 2027 is now open – secure your place today

Visitor registration for Toy Fair 2027 is now open, ahead of the UK’s largest toy, game and hobby trade exhibition taking over Olympia, London from Tuesday 19th to Thursday 21st January 2027.

Those who attended any of the previous three shows will receive a ‘Smart Link’ to their existing profile, streamlining the re-registration process.

Toy Fair continues for its 73rd year to serve as the principal meeting point for retailers, buyers, licensors, designers, inventors, media, influencers, marketeers, educators, and the wider industry seeking early insight into the year ahead in toys and games, and provides an established platform for generating new business and reinforcing existing industry relationships.

As the first significant date in the industry calendar, Toy Fair offers visitors the earliest opportunity to network with peers and colleagues under one roof and view thousands of new product launches across categories including licensed toys, construction and building sets, board games, arts and crafts, plush toys and tech toys, among many others. Attendees are also able to take advantage of retail offers available exclusively on-site. A preview of what to expect, featuring highlights from the 2026 show, can be viewed here.

Toy Fair 2027 will encompass the Grand and National Halls, together with part of the Upper West Hall, at Olympia, London, and will bring together more than 200 exhibitors, ranging from established industry leaders to emerging start-ups, each presenting their latest ranges for the year ahead.

Returning exhibitors include The LEGO Group, Jazwares, Vivid Goliath, Rainbow Designs, Robbie Toys Limited, Wilton Bradley, Just Play and Zatu Distribution, alongside a significant number of first-time exhibitors.

Located within the Grand Hall, the Gold Zone remains the destination for discovering emerging talent within the industry, and demand for space has already resulted in a sell-out for 2027. This year’s

exhibitors include SQUEEK, Meet the Pods, Bunnies By The Bay, Dazzle Dots and First Bump Games, alongside a number of further newcomers making their Toy Fair debut. The full exhibitor list and floor plan can be viewed on the Toy Fair website here.

In addition, all registered attendees will also benefit from access to a new improved Toy Fair app- launching in November- which will host all show information, interactive floor plans and a networking portal whereby attendees can connect and set up meetings in advance.

Visitors will also be among the first to experience Olympia London’s recently completed redevelopments, with a new range of restaurants, cafés, bars, entertainment and hotel facilities now forming the backdrop to this year’s event, adding an enhanced experience for all attendees.

Geoff Sheffield, Buying Director, The Entertainer said:

“Toy Fair is a chance to engage with the UK toy community, touch base with the suppliers we don’t get to see at other events and get a sense of how products have moved on since the autumn previews. It’s a reaffirmation of what a great industry we work in and a chance to lock in plans, not to mention those impromptu corridor conversations, which are always full of gold bars.”

Ian Moore, Managing Director, Howleys added:

“Toy Fair is always one of the most important dates in our calendar. It gives us a fantastic opportunity to see new products first-hand, discover emerging trends and catch up with suppliers from across the industry. For an independent retailer, having so much of the toy industry together under one roof is incredibly valuable and always helps shape our buying decisions for the year ahead.”

Further visitor testimonials can be viewed here.

Majen Immink, Head of Toy Fair, said: “We very much look forward to welcoming the industry back to Olympia London in January, for what will be another busy and exciting three days. Toy Fair remains the key meeting place for the whole industry to come together, generate new business and strengthen existing relationships and this year, we’re pleased to be doing so against the backdrop of the newly transformed Olympia. As always, we would encourage attendees to register as early as possible, allowing time to download the Toy Fair app, begin connecting with fellow attendees, and arrange meetings in advance, in order to make the most of what promises to be a lively show.”

Toy Fair’s schedule runs across three days: Tuesday, 19th January and Wednesday, 20th January from 09:00 to 18:00, and Thursday, 21st January from 09:00 to 16:30, with ‘Press Day’ on the opening day and ‘Influencer Day’ on the last.

Please note that Toy Fair is a trade-only event and is not open to the general public or to children aged between 5 and 16, unless they are fully licensed to work and registered with the Toy Fair Press team.

PLEASE CLICK HERE TO REGISTER TO VISIT

 

For any visitor queries, please contact the hotline on 0845 868 5820. For all other Toy Fair operational, exhibitor and sponsorship enquiries, please contact [email protected] or telephone 020 7701 7127. Follow Toy Fair on Instagram (@toyfairuk) and LinkedIn for further updates.