Exhibit at Toy Fair
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.
Why Exhibit?
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 in 2010, the show now occupies the Grand, National and Upper West Halls.
In 2026 the show attracted more than 200 exhibitors 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, distributors, media and influencers.
Look back at the
2026 show
WATCH 2026 SHOW HIGHLIGHTS, VIEW EXHIBITOR LISTS AND FLOOR PLANS
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, or to view visual examples of stands from previous years call a member of the team on 00 44 (0) 20 7701 7127 or email [email protected]
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
2027 stand costs are listed below
Economy package : The Gold Zone
2027 rate: £1,484+VAT per 5 sqm
Economy packages are available in the Gold Zone – an area that visitors have been accustomed to finding many hidden treasures. The zone is a dedicated space in the Grand Hall for companies wishing to take a small space. The Gold Zone proves 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, grey carpet 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 sqm unit.
NB. Power socket fittings are NOT included in this package.
Exhibitors are not permitted to make any structural alterations to Gold Zone stands e.g. removal of fascia boards.
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 protected]
Shell Scheme Package
2027 rate: £304.50+VAT per sqm
Shell Scheme Packages are available in any size upwards of 6m2 and in any area of the halls (excluding the Gold Zone), 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 fascia boards are provided to each open side of your stand displaying your company name and stand number. Fascias are 300mm deep with the underside at 2.2m from the floor and aluminium trim at the top and bottom. Fascia 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 colour and fascias can be upgraded at a cost.
Exhibitors are not permitted to make any structural alterations to shell scheme stands e.g. removal of fascia boards.
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 protected].
Self-Build Package
2027 rate: £240+VAT per sqm
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 and National Galleries, it is 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 stand build rules and regulations 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.
Exhibitors Show Manual
The Show Manual is designed to help exhibitors with all aspects of exhibiting at the Toy Fair. Follow the link to view an example of the 2026 show manual.
PR Manual
The Exhibitor PR Manual is an invaluable guide to getting the most in terms of PR from your time at the show.
There are plenty of free PR opportunities for exhibitors to get involved with for Toy Fair 2027. All the opportunities have been curated to give exhibitors the best chance to get their products in front of the media to gain media coverage across print, digital and broadcast. The various initiatives to get involved with include:
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Toy Fair’s Hero Toys – an independent panel of retailers will pick 30 brand new toys launching in 2027 where winners which will be displayed outside the press office to media and all other visitors
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Contributing new product descriptions and images for the New Toys for 2027 Guide, a helpful guide for media which splits the toys and games into categories
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Submitting product samples to the VIP Media goody bag
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Influencer Day passport initiative – take part in the Influencer passport to encourage networking and discussion with influencers on your stand
This year’s PR Manual will be live here in October 2026.
Children at Toy Fair policy
As it is a trade show, Toy Fair runs a strict children’s policy. Please note, exhibitors and visitors are not permitted to bring children between the ages of 5 and 16 to the fair, unless they are working at the show. Please follow the link below to view the Children at Toy Fair policy in full.
Sponsorship
Toy Fair Sponsorship options are open not only to exhibitors, licensors and media partners within the industry. We have designed packages to suit every budget.
For details and prices of all Sponsorship opportunities please contact [email protected] or call 020 7701 7127.
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.
Kids in Mind were the official Toy Fair charity for the 2026 event. For more information on Kids in Mind please contact Julian Margolin MBE
Toy Fair exhibitors donate thousands of toys and games to children’s charity Kids in Mind
