Olympia London, Kensington, London W14 8UX
Tuesday | Wednesday | Thursday | 19th – 21st January 2021
No other event brings together so many toy manufacturers and retailers from small innovative companies to the big chain outlets all under one roof to do one thing: successful business.
The Toy Fair is THE industry showcase
No other event brings together so many toy manufacturers and retailers – from small innovative companies to the big chain outlets – all under one roof to do one thing: successful business.
The Toy Fair offers 23,000m² of space devoted to the toy, game and hobby business and is the only dedicated toy trade event in the UK.
Since the move back to Olympia London in 2010, the show now occupies the entire Grand and West Halls including the upper levels.
In 2020 the show attracted more than 260 exhibiting companies who came to meet buyers from the UK and abroad. As well as buyers from across the range of independent and multiple stores, online retail and catalogue retailers, the Toy Fair attracts a range of visitors from licensors and play specialists to designers, inventors and distributors. In 2020 it also attracted more than 300 members of the press.
No other event brings together so many toy manufacturers and retailers from small innovative companies to the big chain outlets all under one roof to do one thing:
“This was our first Toy Fair and we’ve been blown away by the quality of not only the delegates, but the event on the whole. We’ve had a number of fantastic leads with some of the country’s best known retailers. We’re very excited about bringing the Birdie to the UK.”Michael Fulton, Bird
“London Toy Fair 2020 has been our biggest and best yet. We have debuted many new lines and a brand new stand that we hope everyone loves as much as we do! We have had plenty of extremely positive appointments and lots of newly discovered opportunities as people have walked by. A big thank you to the BTHA for putting on such a great event, we already cannot wait until next year!”James Brennan, Canal Toys UK
“We have had another good show. It has been hugely productive to meet with our customers, especially after a significant year of growth for the Clementoni business. We have exciting launches this year, including our 100% recycled materials range Play for Future, our Netflix licensed products and innovative STEM including Toy Fair Hero award winner Dynamix - all of which were positively received by visitors to the stand. Roll on 2020 and we look forward to returning in 2021!”Shahbaz Khan, Clementoni
“Our new packaging on Halilit Music was really well received and our Toddler Tribute Band created a stir! We were kept busy throughout the show.”Judith Stark, Halilit
“What a show! We could not have had better feedback not only for our core brands Lamaze, Toomies, Britainsand Aquadoodle but importantly for our new launches –Ritzy Rollerz & Adorbs. Drumond Park and TOMY games have been brilliantly received and the icing on the cake is our “secret” product –every retailer who has seen it, has told us it is the product of the show. TOMY is well and truly back.”Mary Wood, Tomy
“Intertek have attended the Toy Fair for many years now and have always enjoyed seeing the up and coming products brought into the industry as well as being part of the design process offering total quality and safety. Toy Fair has allowed us to assist many large brands in their testing requirements over the years as well as allowing us to join the journey of smaller start-up companies who continue to flourish in the industry, which is why we keep coming back!”Gin Grewal, Intertek
“Overall it was a positive show. A good mix of current and new customers visited our stand. We launched over 100 new products and based on the feedback, look forward to a strong 2020.”Thomas Baker, Learning Resources
“So many toy buyers in such a short space of time! It's been fantastic (and so fun!)”Sharon Keilthy, Jiminy Eco Toys
“What a fantastic event! A great way for us to introduce our product Snapfit to the industry in a fun, inviting environment alongside some phenomenal retailers, creating great memories from the week.”Clive Robertson, Little Athlete Games
“This is our first experience exhibiting at the Toy Fair! It has been great to showcase our Miffy & Egmont ranges. We particularly appreciated all the exhibitor opportunities for us to be featured in, it really made us feel welcome and part of the show, plus the free massage in the garden was a great touch too!”Laura Neville, S C Brands
“We’ve had another fantastic Toy Fair catching up with all our customers, partners and industry friends. The highlight has to be from Tuesday being honoured as Global Supplier of the Year at the annual Toy Industry Awards. As a team, we are thrilled to have this recognition and it’s such a positive start to the year for us all. With many constructive dialogues having taken place throughout the week, we are ready to focus on fulfilling our discussions and look forward to a fun and productive year ahead.”Hedley Barnes, Spin Master Toys
“It’s the first time Moose Toys has exhibited at Toy Fair and we’ve had an incredibly positive reception. As one of the fastest growing toy companies in the UK, we’re investing heavily into our UK business for 2020 and the Fair has been the best platform to showcase our innovative products across preschool to collectibles. From Kindi Kids winning Hero Toy status, to our Oh My Gif brand being named ‘one to watch’, we’re excited for the year ahead. And winning Best Stand Design of the show is a testament to the huge effort of the team - bring on 2020!”Neil Shinner, Moose Europe
“Toy Fair 2020 has been a brilliant launch platform for our new eco-friendly range of Build-Your-Own products. Having the opportunity to meet with retailers, demo our products and get such positive feedback has been invaluable. We’re very excited for the year ahead - to be coming away with a wealth of toy industry knowledge and boosted confidence as a fresh start-up.”Keith Finch, Paper Engine
“Toy Fair is an extremely exciting platform to launch multiple new products at the beginning of the year for Hippychick. Yet again, the 2020 show has been an amazing opportunity to see our products tested, talked about, and broadcast to a huge number of important customers. Thank you Toy Fair!”Alex Molyneux, Hippychick
“This was a first for me, as a start-up I found the event an incredible insight into the industry, and gained fantastic contacts and networks I otherwise would not have been able to attain. All in all the event has been brilliant.”Patch Fordham, Patch Games
“Great show - we had a great reaction to our new lines and are looking forward to a successful year.”David Mordecai, Tobar
“After a challenging 2019, the Toy Fair has been a great opportunity for our Members to catch up with each other and see all the new products and ranges our Suppliers have on display. The independent sector is still strong and there is plenty of optimism for a good year in 2020.”Brian McLaughlin, Toymaster
“London Toy Fair 2020 has been a great experience. Really informative and a perfect opportunity to reveal our new game Bill & Ted’s Riff In Time to the perfect audience.”Gary Moore, Warcradle Studios
“This has been the first time we have presented Ridley’s and Petit Collage at London Toy Fair and we’ve had a brilliant show. The quality of the retailers that we’ve met has been incredible from Sainsbury’s/Argos through to Harrods, the show has been a great platform to launch our new Games, Toys and Puzzles for 2020. We’re going to be very busy this year thanks to London Toy Fair!”James Mountfield, Wild + Wolf
2021 Stand Options
There are three different packages available at The Toy Fair to help you to make the most of your participation at the show.
For prices and availability call a member of the team on 00 44 (0) 20 7701 7127 or email Rebecca@btha.co.uk
If you wish to view visual examples of stands from previous years please email Majen@btha.co.uk
NB: ALL the below stand packages include show services such as event security, basic stand cleaning, venue lighting and PR opportunities.
Prices can be found on the application form.
PLEASE NOTE – Exhibitors located outside of the UK are not subject to VAT
Economy package (The Greenhouse)
£1,255.50 + VAT / per 5m2
Economy packages are available in the Greenhouse Area. This is a dedicated space in the middle of the Grand Hall for companies wishing to take a small space. The Greenhouse Area was introduced in 2004 and has proved extremely popular with new and small exhibitors, usually selling out by late Summer.
Economy packages can be booked in 5, 10, 15 or 20 square metre units and are built of GES Complete walling with a green overhead leaf design top up panel, grey carpet (surrounding carpet is green) and an overlay name board for the company name and stand number. The structure is 2.5m high and is made from aluminium upright posts and a combination of 1m and 0.5m infill panels.
Included in the package price is the stand build, grey carpet, fascia/name board with stand number, a fluorescent strip light and a chair – one item per each 5 sq.m unit. Please note power socket fittings are NOT included.
IMPORTANT: Please take care to review the technical specification of the GES Complete system here. If you have any technical questions or are concerned that existing graphics you have will not fit the GES Complete system, please contact email@example.com
To view costs for all Shell Scheme and Greenhouse Optional Extras please contact Majen@btha.co.uk
Shell Scheme Package
£258.50 + VAT per m2
Shell Scheme Packages are available in any size upwards of 6m2 and in any area of the halls (excluding the Greenhouse Area), according to availability at time of booking. Shell scheme stands are built for you and are made from GES Complete (1m W x 2.5m H) wall panelling. Straight facia boards are provided to each open side of your stand displaying your company name and stand number. Facias are 300mm deep with the underside at 2.2m from the floor and aluminium trim at the top and bottom. Facia supports are generally every 4 metres located at the contractors discretion.
Included in the package price is the stand build, fascia/name board with stand number and grey carpet to allow your products to stand out. Carpet and fascia colour can be upgraded at a cost.
IMPORTANT: Please take care to review the technical specification of the GES Complete system here. If you have any technical questions or are concerned that existing graphics you have will not fit the GES Complete system, please contact firstname.lastname@example.org.
To view costs for all Shell Scheme and Greenhouse Optional Extras please contact Majen@btha.co.uk
£203 + VAT per m2
Self-Build Packages are available for those wanting to build their own stands. This package is simply the ‘space-only’, no walls or carpet are included. It is also the responsibility of the exhibitor to ensure that their space is finished to a high standard.
Please also note that due to the structure of the venue, there may be columns within your stand area. The BTHA will not charge for the area taken up by the column/s but more importantly please ensure you incorporate these columns when designing your stand.
As the Toy Fair includes the Grand Hall Gallery, it imperative that if your stand is visible from the Gallery, the top of your stand is finished to a high standard – hiding any lighting/wiring tracks with suitable fire proof material and if so desired enclosing your meeting rooms. NB: Please be aware that depending on the size of the meeting room you may need to install suitable evacuation directional lighting. More operational guidance and rules can be found in the Exhibitor Show Manual.
All self-build exhibitors will be required to submit stand plans for approval prior to arriving on site.
Look back at 2020 exhibitor list and floor plan
Please note that 2021 floor plans will be published in late summer 2020
Exhibitors Show Manual
The Show Manual on this page is shown as a guide and is designed to help exhibitors with all aspects of exhibiting at the Toy Fair.
The 2021 exhibitor show manual will appear here later in the year.
The Toy Fair team however is on hand to answer any questions at any stage of the process. Please call 020 7701 7127.
The Exhibitor PR Manual is an invaluable guide to getting the most in terms of PR from your time at the show. It includes opportunities to get involved in PR activities in the run up to and during the fair.
The forms below are listed as a guide and the 2021 PR manual will be shown here later in the year
- PR Manual – a guide to all PR opportunities in the run up to and at the show including deadline document
- PR Forms
- Hints and Tips
- Media Invite
Exhibitor Kids Policy
During the build and break periods, children under the age of 16 are not permitted within the venue – please refer to the Build/Open/Break schedules in the Exhibitor Manual for specific timings. Proof of age may be requested.
Once the show is open, exhibitors who have children on their stands to help promote and demonstrate their products must ensure all children are fully licensed and pre-registered via the Toy Fair press agency as ‘press children’ prior to Toy Fair.
Contact Bastion (the Toy Fair press agency) at email@example.com for more details and to register your press kids.
All approved children and chaperones will be able to collect their badges from the on-site registration desk in the Grand Hall foyer. Press children will be given a PRESS KIDS sticker which must be worn at all times to signify they are working at the exhibition and fully licensed to do so.
Toy Fair Sponsorship options are open not only to exhibitors but also licensors within the industry. We have designed packages to suit every budget.
For details and prices of all Sponsorship opportunities please contact Majen@btha.co.uk or call 020 7701 7127.
In addition to the chosen sponsorship option, the sponsor’s logo (deadline & date dependent) will also appear hyperlinked (where possible) on the following:
- The initial ‘registration is open’ e-shot that is sent to the entire Toy Fair visitor database
- Every visitor registration confirmation email
- The letter that accompanies badge mailing to all exhibitors
- The on-site stand drop letters that are presented with important information to every exhibitor
- The Toy Fair website homepage
Toy Fair Charity
Each year many of the Toy Fair exhibitors generously donate products to the Toy Fair designated charity at the end of the show equating to thousands of pounds worth of toys. This is done via a ‘trolley dash’ undertaken by volunteers at the end of the final day of the show.
KidsOut were the the official Toy Fair charity for the 2020 event. To look back at KidsOut at Toy Fair in 2020 please click below