Olympia London, Kensington, London W14 8UX

Tuesday | Wednesday | Thursday | 21st – 23rd January 2020

Exhibit at Toy Fair

Why Exhibit?

Why Exhibit?

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.

Stand Options

Stand Options

There are a number of packages available at The Toy Fair to help you to make the most of your participation at the show.

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 22,000m² 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 2019 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 2019 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:

successful business.

Exhibitor Testimonials

“Toy Fair has been an amazing success, enabling us to launch our new “Only Fools and Horses” talking plush which are available for immediate delivery. Also our popular pre-school wooden Licensed Toys, “Hey Duggee, Something Special, Sarah and Duck” available from June.”

Louise Tyrer, 8th Wonder Ltd

“Our first day at Toy Fair was madness –there were so many appointments booked in and we were delighted with the response to our new products particularly EUGY and the new Brainstorm Toys addition –See the World Through Others’ Eyes. All in all another great show for us at Olympia and we look forward to coming back again in 2020.”

Debra Tiffany, Brainstorm Ltd

“Toy Fair has once again been a fantastic experience for us. It is such an important event in the calendar, not only allowing us the opportunity to catch up with colleagues and clients in the industry, but also provides an opportunity to meet new buyers. Our team has been busy showcasing our fantastic range of games, puzzles and jigsaws, including new product launches such as The Mind, Zombie Kidz Evolution and Planet. After such a positive start to the year, we’re looking forward to what 2019 brings!”

Roger Martin, Coiledspring Games

“2019 marks Gibsons’ 100 year anniversary of trading as a British, family business. Toy Fair was the first opportunity for us to celebrate with our colleagues, customers and friends. We want to thank everyone who came by...especially those who wished us a Happy Birthday! It was a truly fantastic show and will be remembered for many years to come.”

Kate Gibson, Gibsons

“Thank you Toy Fair 2019, we loved it! Now back to Green Bean Studios we go to continue creating precious moments through fun adventures.”

Anita Frost, Green Bean

“We’ve had an incredible show –not least with the announcement of the winning Young Games Inventor 2018. This year our portfolio is strengthened further by a variety of STEM inspired games and we are proud to be supporting Dyslexia Action and Anna Kennedy charities as part of our initiatives –all of which have been welcomed by retailers existing and new.”

Karen Nunn, Green Board Games

“It’s been another great and entertaining show for us! We’ve seen everyone we wanted to and gained a lot of new contacts! We also have some great plans to work on for retail, product development and driving a successful 2019 – which is what the show is all about!”

Steven Russell, Jumbo

“The reaction from our visitors goes to show that Toy Fair is still THE place to launch our new lines.”


“We launched JUNKO just before xmas and Toy Fair was our first foray into the toy industry. It has been useful on so many levels. We met press and retailers, got some orders which was great but the thing we never expected was the feedback and advice, which has really helped us understand both the industry and to plan for the future. An irreplaceable experience.”

Pete Rope, Laser Beam Eyes

“We always enjoy London Toy Fair. It is our home show and we have been attending for more than 20 years. We love the vibes here!”

Marie Bureau, Le Toy Van

“This is the second year of exhibiting here and we have been delighted with the quality contacts so far and the response to our newly rebranded product range. Definitely attending next year.”

Alan Ford, Rainbow Eco Products

“This was our first Toy Fair and it won’t be our last. We’ve made some invaluable contacts, met stockists from around the world and had a great reception to our new Dolls Pram range.”

Molly Francis Coleman, Roma

“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

“Tobar have had a great show, we’ve loved our new ground floor location. We’e seen lots of customers and our exciting new lines have been really well received by customers and the media.”

Patsy Boyle, Tobar

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 Chris@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)

£1,219 + 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 choice of a chair or a flat/sloping shelf (992mm x 300mm ) – 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 customerservice@ges.com

To view costs for all Shell Scheme and Greenhouse Optional Extras please contact Majen@btha.co.uk

Shell Scheme Package

£251 + 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 customerservice@ges.com.

To view costs for all Shell Scheme and Greenhouse Optional Extras please contact Majen@btha.co.uk

Self-Build Package

£197 + 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.

Floor Plan

Interactive Floor Plan below

View the 2020 exhibitor list 

Exhibitor List

Exhibitors Show Manual

The Show Manual is designed to help exhibitors with all aspects of exhibiting at the Toy Fair.

The Toy Fair team however is on hand to answer any questions at any stage of the process. Please call 020 7701 7127.

PR Manual

Please see below the 2020 PR Manual forms.

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.

For any questions Contact the Toy Fair PR agency

Toy Fair PR Tips

How to… Get Started With Toy Fair PR!
How to… Make a Good PR Story!
How to… Pitch A Journalist!
 How to… Ace the Demo Zone!
How to… Get Ready for Toy Fair!


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 toyfair@bastion.co.uk 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.


2019 sponsorship examples

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 are the the official Toy Fair charity for the 2020 event.  To look back at KidsOut at Toy Fair in 2019 please click below

Toy Fair 2019 Trolley Dash donates 4,000 toys to KidsOut