New Exhibitor Guide
19—21 January 2027
Olympia, London
Part 1
Your exhibitor journey
Welcome, we’re delighted you are joining us for Toy Fair 2027. This is a quick guide to help you prepare for Toy Fair. It is not exhaustive, but rather a condensed checklist. Please read the full Exhibitor Manual for more detail.
August
- Check your allocated stand location on the floor plan
- Read the full Exhibitor Manual thoroughly
- Start thinking about stand design and objectives
- Book accommodation early
- Contact the BTHA Ops team if any early questions
September
- Continue planning your stand design and presentation
- Operations Webinar — 11am, 16 September
- Review the Supplier section of the Manual and consider any extra services e.g. electrics, furniture, stand enhancements, graphics etc
October
- Pay your balance invoice (issued 1 October)
- Log in to your Exhibitor Portal to review tasks to complete
- Complete your online exhibitor profile by 16 October
- PR Webinar — 10am, 21 October
- Continue planning your stand and booking extra services
- Shell Scheme/Gold Zone Exhibitors: Contact GES to discuss any stand customisations or extras
November
- Download the new Toy Fair app
- Start networking and contacting buyers to set up meetings
- Submit draft stand design plans by 4 November (ONLY Self-Build Exhibitors)
- Submit Risk Assessment and H&S Declaration (ALL exhibitors)
- Continue to book services via the manual
- Book on-site parking at Olympia (as required)
December
- Submit final stand design plans by 4 December (ONLY Self-Build Exhibitors)
- Book your visitor scanner through Reftech via your Exhibitor Portal
- Register your stand staff via your Exhibitor Portal
- Book your vehicle slot for build and break via Olympia Voyage Control (Olympia’s traffic marshalling system)
- Arrange deliveries and couriers
- Consider your waste removal process and check supplier orders
- Submit any exclusive show offers via your Exhibitor Portal
Final checks
- Check your access times in the Build/Open/Break Schedules
- Finalise stand staff by 7 January in order to receive badges by post (UK post only)
- Print everything (on-site printing is very limited)
- Re-check travel, hotel and vehicle slot
- Comfortable shoes and layers are highly recommended
Top tip Buyers fill their diaries before the show opens. Make sure to book in your meetings in advance! Do not just rely on footfall.
Send couriers to
Exhibiting name and stand number, The Toy Fair, (relevant hall), Olympia London, Hammersmith Road, London W14 8UX
Part 2
Key documents to review in the Exhibitor Manual
Part 3
Free PR opportunities for all exhibitors
Read the PR manual for all opportunities and guidance (published in October).
Toy Fair TV
Get your product filmed and featured. Watch past years.
The Toy Fair blog
Pitch your story and reach the trade before doors open. Read the blog.
Social media frame
A ready-made “we’re exhibiting” graphic for your channels. Coming soon.
Enter the Toy Fair Hero Awards
View the PR Manual for more info.
Six things to help maximise your ROI
01
Download and access the Toy Fair app (from November)
02
Make contact and book buyer appointments
03
Promote your presence on social media
04
Carefully plan your stand layout and demonstrations — make yourself stand out!
05
Engage in free PR opportunities
06
Order a visitor scanner and follow up every lead post show
Part 4
Show days
Tue 19 Jan
9am—6pm
Access from 7:30am
Wed 20 Jan
9am—6pm
Access from 8am
Thu 21 Jan
9am—4:30pm
Access from 8am
Good to know at Olympia
Catering — options within the halls, plus Emberton Walk’s restaurants up the external escalator.
Wi-Fi — free visitor Wi-Fi, but contact the IT supplier for a more robust service.
Information desk / Charging points — middle of the Grand Hall, open all show, with free charging lockers.
Stand catering — exclusively via HOST Olympia (found in our suppliers list), including coffee machines and water coolers.
Parking — very limited, first come, first served. Booking opens in November.
Any questions & lost property — Organisers’ Office, Grand Hall Gallery.
Cleaning — basic overnight vacuuming and emptying of bins is included. Exhibitors must remove all excess waste or will be charged.
Things to consider packing
Extension leads (NO daisy chaining)
Chargers
Business cards
Notebook & pens
Water & snacks
Wipes & bin bags
Tape, scissors, stapler
Tape measure
Handheld hoover
Comfy shoes
Who to ask
Stands, invoices, ops
[email protected]
[email protected]
[email protected]
020 7701 7127
PR & Toy Fair TV
Retail PR
[email protected]
020 7952 5061
All services
Official suppliers
Full contact list
No question is too small
Everything in detail lives in the Exhibitor Manual.
New Exhibitors Guide · Toy Fair 2027 · Olympia, London
