Olympia London, Kensington, London W14 8UX

Tuesday | Wednesday | Thursday | 19th – 21st January 2021

2021 PRESS day: Tues 19th January

Cover Toy Fair


Press releases

Press releases

View the latest show news here.

Why cover?

Why cover?

Get the first look at all the hot new products for 2020.

Latest News

February 5, 2020 in Press Release

Toy Fair 2020 Trolley Dash donates over 4,000 toys to KidsOut

The 16th annual Toy Fair Trolley Dash once again marked the end of Toy Fair 2020, with hundreds of exhibitors kindly donating toys during the anticipated event. More than 4,000…
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January 23, 2020 in Press Release

Mindful play and inclusive toys make headlines at Toy Fair 2020

Mindful play and inclusive toys make headlines at Toy Fair 2020 Toy Fair 2021 to return 19th-21st January at Olympia, London 23rd January 2020, London: Top retailers, inventors and exhibitors flooded…
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January 22, 2020 in Press Release

Hidden Side Haunted Fairground by LEGO® wins Toy Fair 2020 Editor’s Choice Award

Top three most exciting toys of the show voted on by attending journalists  (London, UK) 22 January, 2020 – Hidden Side Haunted Fairground by LEGO® has been crowned the overall…
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For Exhibitor News updates please follow us on Twitter: @toyfairuk

Why Cover the Toy Fair?

Toy Fair provides an insight into the toy, game and hobby industry and affords media the first look at what will be hot new products for the year ahead.

As a member of the media at Toy Fair you will be able to:

Discover the hottest new toys, trends and crazes for the year ahead

Bring (licensed to work) press children along to demonstrate the toys

Obtain current market stats and information on the industry

Watch live demonstrations in the Demo Zone and on the show floor

Uncover the ‘Toy Fair’s Hero Toys’ display, showcasing the best products from the show floor

Access the Press Office and gain insight into exhibitors and product launches

Meet the toy industry all under one roof

Arrange interviews with specialised industry spokespeople

Discuss the wider issues surrounding the industry

Representatives of BBC Breakfast, The Gadget Show, The Telegraph, The Guardian, The Times, Independent, The Sun, Daily Express, Daily Mail, Metro, Huffington Post, The Grocer, Parent Dish and Talk Talk are among the journalists who have attended before.


Always good to see the trends laid out for the year ahead. Great to see the simplicity of the Hornby Harry Potter layout prove that classic dexterous toys still have a place in the development of children’s imaginations and skills.

Mark KehoeSunday Express

It’s great to see all the major toy makers under one roof and get a sense of what’s coming up for 2019, an opportunity to check out any products or trends that could be used as pegs for any potential news stories or features, and to find out what children will be playing with and hassling their parents for over the coming year. The fair is well laid out and organised too.

Katie GrantThe i

2021 Exhibitor List

Please note that 2021 floor plans will be published here soon

Press Office

PRESS Day is on Tuesday 19th January 2021

The on-site Toy Fair press office, run by Bastion, provides you with:

– A quiet working environment with Wi-Fi and power points
– A press-only area with complimentary refreshments
– Comprehensive exhibitor and show information
– Access to BTHA and industry spokespeople
– An ISDN line for radio interviews
– Storage facilities for camera crew
– Photographs from the event
– A vantage point for filming (the Press Office is situated on the balcony)
– Helpful, knowledgeable staff


Only validated press who write about the toy industry will qualify for a press badge. All press pass applications will be vetted to assess qualification. Journalists who register on site will need to bring one of the following: a national press card, a valid NUJ card, a by-lined article from the last six months, a signed letter from your editor, publisher or producer on letterhead. Failure to do so may result in the removal of your press pass.

Press Kids

All members of the media are invited to bring press children along to Toy Fair to help to demonstrate the products. Please note however that you have a legal responsibility to ensure that the child is properly licensed, and we have a legal responsibility to check and hold a copy of that license.

If you wish to bring a child on site, please check the relevant permissions and arrange for the child to have the correct license (as well as any chaperone license you might need). You will need to share that license with the Toy Fair press team (ravi@bastion.co.uk) before passes are issued to gain admittance to the fair. Please note that licenses can take 30 days to issue from your local council.

Each child will be given a badge upon entry to the show as well as a Press Kids sticker which we ask them to wear at all times to distinguish them from other children.

To bring press children along to the exhibition they must be registered with the Toy Fair PR agency prior to the show opening. Please contact toyfair@bastion.co.uk for a registration form and further details or enquiries regarding licenses.

Please note exhibitors and visitors are not permitted to bring children between the ages of 5 and 16 to the fair, so please use this opportunity responsibly. Please make sure children are kept under close supervision at all times.