TOY FAIR
INFORMATION FOR MEDIA & PR

Schedules

Press Timetable - 20 January 2026

TIMEEXHIBITORSTANDDETAILS
9.30amPress briefing and Hero Toy WinnersPress Office - UN80VIP Press Briefing with the BTHA and Circana followed by the unveiling ceremony of the Top 30 Hero Toys - hosted by Gavin Inskip, TV presenter and radio broadcaster: Unveiling of 2026’s Toy Fair’s Hero Toys & ribbon cutting ceremony - find out this year’s most coveted 30 Hero Toys selected by a panel of independent retailers with many years’ experience in buying and selecting toys.
9:30am, 11:30am, 1:30pm & 3:00pmMOMO-TOKOUN5415 min Spin-the-Wheel Giveaway
11.15am - 11.45amCharacter ParadeGrand Hall - commencing outside the Olympia RoomCharacter Parade and Photoshoot – well-known and loved characters will be parading around the Grand Hall (commencing from outside the Olympia Room) before lining up for a press photo shoot on the central aisle.
11:30am - 1:30pmClickN19Panini will have England football legend Phil Jagielka, who has 50 England caps and has also played in the EFL on the stand to discuss the brand new Panini Ballers England Edition Collection.
12:30pmMOMO-TOKOUN54Live Unboxing Session
12:00 - 3:30pmThe Mystery AgencyUL158 Upper LevelHenry Lewis, the creator of The Mystery Agency games, the co-founder of Mischief and writer of the multi award winning The Play That Goes Wrong that appears on West End and Broadway, will be on the stand.
As well as starring as The Riddlemaster on ITV’s Riddiculous game show, Henry is also set to star in the new Disney + Marvel series Vision Quest where he will play DUM-E - a robot created by Tony Stark to assist him in his workshop.
2:00pmMOMO-TOKOUN5410-15 min Surprise Drop
4:00pm - 4:30pmMOMO-TOKOUN54Super-Fun Gacha Machine 30-Second Grab
4:00pmCasdonE30Casdon will be marking its 80th birthday with a dedicated cake-cutting moment, bringing together industry partners, media, and guests to toast this significant milestone in Casdon’s history. The occasion will recognise eight decades of heritage, innovation, and play, while offering a great photo opportunity and shareable moment for press and social media.
4:00pm - 6:00pmMOMO-TOKOUN54Photo booth activation, soft drinks and alcoholic refreshments, meet the designer, Gacha machine play & giveaways, personality test experience
4.30pmRainbow DesignsB21-25Annual Cupcake and Bubbles Party at Toy Fair on the Rainbow stand to celebrate Rainbow's 55th Anniversary as well as many of Rainbow's licensed brand anniversaries that include: 160 years of Beatrix Potter, 100th Anniversary of Disney Winnie the Pooh, 55 years of Mr Men Little Miss and 45 years of Care Bears.
AfternoonThe Puppet Company & Wilberry ToysH46Celebrating our 25th anniversary - 25 years of fun and counting! Showcasing new arrivals, licenses and hero products - complete with balloons, some party decorations, goody bags and a few special treats.
All DayPaper ProjectsB75'Stick 'n Mix' sweets and sticker giveaway.
All DayReydon SportsUN78NERF Sports Brand Activation
All DayCurious UniverseD38Decoden Magic giveaways on the stand. Visitors to the stand will also be invited to "Spin the Wheel" for a chance to win a Decoden Magic Mini Kit.
All DayPaper Engine (Brand: Build Your Own)Upper Level 195Fun On-Stand Competition! Come and have your photo taken with our super-sized woolly superstar, Shaun The Sheep! (A giant version of our new kit). Share on social media at Toy Fair, tag us + you could WIN one of our NEW Shaun The Sheep kits. There are THREE prizes up for grabs. Launching Spring 2026.
All DayGalt (Part of the Jumbo Group)E9Visit our Retailer Engagement Zone on the stand in 2026 and take part in an Instant Party with Perfect Putt. Sink a hole-in-one to be entered into an exclusive prize draw for the chance to win WIN £1,000 worth of holiday vouchers. Proudly sponsored by our music party game hit, Hitster.
All DayFKA Brands - Motordayz RCUN36The Motordayz Stig will be with us for the full duration of the Toy Fair. He’ll be available for meet and greets, test-driving our amazing RC cars, and will strike a pose on request.
All DayCONNETIX TilesUN68A magnetic tile build that will stop passers-by in their tracks - a giant ball run built with a jaw-dropping 3,000 CONNETIX tiles. The impressive installation celebrates the magic of open-ended play, and shows just how far magnetic tiles can go when clever design meets pure creativity.
All DaySMARTF42Visitors must come to the Smart stand to enter the ‘Genius Battle’ competition. Visitors are invited to complete a round of the brand’s ever popular Genius Square game, where players must roll the dice, place the 7 blockers on the game board accordingly and complete the square using the 9 puzzle pieces. Everyone who enters, will have their ‘Genius’ time score recorded – there will be prizes for the fastest participant each day of the show!
All DayBladez ToyzE35Demos of new RC lines
All DayMighty Wheels / Smart Zone HKF25Mighty Man inflatable character on the stand
All DayJumpaH50Take part in the Monsmoto Challenge on our stand during Toy Fair
All DayCryptic KillersUpper Level 157Peaky Blinders Case File - new product launch. Pre-production samples will be available to view on stand.
All DayMarvin's Magic & Marvin's DistributionG60Live demonstrations. Meet and greet with Marvin Berglas - President of the Magic Circle
All DayCasdonE30The Casdon Stand will once again be home to a giant Build-A-Bear Stuffing Station. Casdon will be offering a limited number of visitors to London Toy Fair the opportunity to create their very own bear - complete with an exclusive branded t-shirt. The experience begins with selecting a bear and placing it on the stuffing nozzle. Visitors will then operate the pump to fill the bear with soft stuffing, watching as it comes to life. Each bear includes a small heart, allowing participants to recreate the cherished "heart ceremony" tradition - making a wish, giving the heart a kiss, and placing it inside their newly created companion.
All DayLe Toy VanF36We will be showcasing our brand new Made in England Wooden Toy Car Collection throughout the show. Visitors can come to create their own miniature car (whilst stocks last).
All DayUniversity GamesE50Visitors can have a go and play the Bullseye magnetic Dart Board as well as our new Squeeze Poppers that will be a bit of fun and we always have plenty of sweets!
All DayBasic Fun!N15Costume character appearance on the stand and around the show floor
All DayOrchard Toys LtdE10We are delighted to be hosting Bluey on our stand on Tuesday, so come along and say hello to her! We also have an exclusive show offer available for our customers, with an extra surprise to give an opportunity of winning some prizes! There will also be a lucky dip!
All dayClarendon GamesUN60Challenge the founder to a game, "Beat us at our own Game to Win!"
All DayAsmodeeN12We will have Pikachu Eevee and the Dobble Mascot for Photo Ops, plus we will have the Dobble screen.

Press Timetable - 21 January 2026

TIMEEXHIBITORSTANDDETAILS
9:30am, 11:30am, 1:30pm & 3:00pmMOMO-TOKOUN5415 min Spin-the-Wheel Giveaway
12:30pmMOMO-TOKOUN54Live Unboxing Session
2:00pmMOMO-TOKOUN5410-15 min Surprise Drop
4:00pm - 4:30pmMOMO-TOKOUN54Super-Fun Gacha Machine 30-Second Grab and Creator Spotlight Moment
4:00pm - 6:00pmMOMO-TOKOUN54Photo booth activation, Soft drinks and alcoholic refreshments, Meet the designer, Gacha machine play & giveaways, Personality test experience
5:00pm - 6:00pmBigjigs ToysG30Drinks available to customers
All DayBasic Fun!N15Costume character appearance on stand at some point
All DayPaper ProjectsB75'Stick 'n Mix' sweets and sticker giveaway.
All DayReydon SportsUN78NERF Sports Brand Activation
All DayCurious UniverseD38Decoden Magic giveaways on the stand. Visitors to the stand will also be invited to "Spin the Wheel" for a chance to win a Decoden Magic Mini Kit.
All DayPaper Engine (Brand: Build Your Own)Upper Level 195Fun On-Stand Competition! Come and have your photo taken with our super-sized woolly superstar, Shaun The Sheep! (A giant version of our new kit). Share on social media at Toy Fair, tag us + you could WIN one of our NEW Shaun The Sheep kits. There are THREE prizes up for grabs. Launching Spring 2026.
All DayGalt (Part of the Jumbo Group)E9Visit our Retailer Engagement Zone on the stand in 2026 and take part in an Instant Party with Perfect Putt. Sink a hole-in-one to be entered into an exclusive prize draw for the chance to win big. Proudly sponsored by our music party game hit, Hitster.
All DayFKA Brands - Motordayz RCUN36The Motordayz Stig will be with us for the full duration of the Toy Fair. He’ll be available for meet and greets, test-driving our amazing RC cars, and will strike a pose on request.
All DayCONNETIX TilesUN68A magnetic tile build that will stop passers-by in their tracks - a giant ball run built with a jaw-dropping 3,000 CONNETIX tiles. The impressive installation celebrates the magic of open-ended play, and shows just how far magnetic tiles can go when clever design meets pure creativity.
All DaySMARTF42Visitors must come to the Smart stand to enter the ‘Genius Battle’ competition. Visitors are invited to complete a round of the brand’s ever popular Genius Square game, where players must roll the dice, place the 7 blockers on the game board accordingly and complete the square using the 9 puzzle pieces. Everyone who enters, will have their ‘Genius’ time score recorded – there will be prizes for the fastest participant each day of the show!
All DayBladez ToyzE35Demos of new RC lines
All DayMighty Wheels / Smart Zone HKF25Mighty Man inflatable character.
All DayJumpaH50We are offering a Monsmoto Challenge during the fair in our stand.
All DayCryptic KillersUpper Level 157Peaky Blinders Case File - new product launch. Pre-production sample will be available to view on stand.
All DayMarvin's Magic & Marvin's DistributionG60Live demonstrations. Meet and greet with Marvin Berglas - President of the Magic Circle
All DayCasdonE30The Casdon Stand will once again be home to a giant Build-A-Bear Stuffing Station. Casdon will be offering a limited number of visitors to London Toy Fair the opportunity to create their very own bear - complete with an exclusive branded t-shirt. The experience begins with selecting a bear and placing it on the stuffing nozzle. Visitors will then operate the pump to fill the bear with soft stuffing, watching as it comes to life. Each bear includes a small heart, allowing participants to recreate the cherished "heart ceremony" tradition - making a wish, giving the heart a kiss, and placing it inside their newly created companion.
All DayLe Toy VanF36We will be showcasing our brand new Made in England Wooden Toy Car Collection throughout the show. Visitors can come to create their own miniature car (whilst stocks last).
All DayasmodeeN12We will have Pikachu Eevee and the Dobble Mascot for Photo Ops, plus we will have the Dobble screen.

Influencer Schedule - 22 January 2026

TIMEEXHIBITORSTANDDETAILS
9:30amPlus-Plus UK & IrelandB19We will be offering the first 20 influencers to visit our stand on Thursday 22nd January the opportunity to receive a goodie bag containing samples of Plus-Plus
9:30am, 11:30am, 1:30pm & 3:00pmMOMO-TOKOUN5415 min Spin-the-Wheel Giveaway
10.30amRainbow DesignsB21-25We will also be holding two Content Creator Walk Rounds for those wishing to work with Rainbow during 2026
10:30amPress OfficeUN80Influencer briefing in the Press Office
11:00amOutside the press officeUN80Character photocall
12:30pmMOMO-TOKOUN54Live Unboxing Session
1:30pm - onwardsClickN19Tattoo Zoo 'tattoo transfer' giveaways and personality activity sheet! And World Cup area for Panini
2:00pmRainbow DesignsB21-25Content Creator Walk Round for those wishing to work with Rainbow during 2026
2:00pmMOMO-TOKOUN5410-15 min Surprise Drop
4:00pm - 4:30pmMOMO-TOKOUN54Super-Fun Gacha Machine 30-Second Grab and Creator Spotlight Moment. Photo booth activation, soft drinks and alcoholic refreshments, meet the designer, Gacha machine play & giveaways, Personality test experience
All DayPaper ProjectsB75'Stick 'n Mix' sweets and sticker giveaway.
All DayReydon SportsUN78NERF Sports Brand Activation
All DayCurious UniverseD38Decoden Magic giveaways on the stand. Visitors to the stand will also be invited to "Spin the Wheel" for a chance to win a Decoden Magic Mini Kit.
All DayPaper Engine (Brand: Build Your Own)Upper Level 195Fun On-Stand Competition! Come and have your photo taken with our super-sized woolly superstar, Shaun The Sheep! (A giant version of our new kit). Share on social media at Toy Fair, tag us + you could WIN one of our NEW Shaun The Sheep kits. There are THREE prizes up for grabs. Launching Spring 2026.
All DayGalt (Part of the Jumbo Group)E9Visit our Retailer Engagement Zone on the stand in 2026 and take part in an Instant Party with Perfect Putt. Sink a hole-in-one to be entered into an exclusive prize draw for the chance to win big. Proudly sponsored by our music party game hit, Hitster.
All DayFKA Brands - Motordayz RCUN36The Motordayz Stig will be with us for the full duration of the Toy Fair. He’ll be available for meet and greets, test-driving our amazing RC cars, and will strike a pose on request.
All DayCONNETIX TilesUN68A magnetic tile build that will stop passers-by in their tracks - a giant ball run built with a jaw-dropping 3,000 CONNETIX tiles. The impressive installation celebrates the magic of open-ended play, and shows just how far magnetic tiles can go when clever design meets pure creativity.
All DaySMARTF42Visitors must come to the Smart stand to enter the ‘Genius Battle’ competition. Visitors are invited to complete a round of the brand’s ever popular Genius Square game, where players must roll the dice, place the 7 blockers on the game board accordingly and complete the square using the 9 puzzle pieces. Everyone who enters, will have their ‘Genius’ time score recorded – there will be prizes for the fastest participant each day of the show!
All DayBladez ToysE35Demos of new RC lines
All DayMighty Wheels / Smart Zone HKF25Mighty Man inflatable character.
All DayJumpa LimitedH50We are offering a Monsmoto Challenge during the fair in our stand.

Digital Press Pack

  Toy Fair Hero Toys 2026

  Spokespeople

Chloe Marshall-Burrowes

Chloe Marshall-Burrowes

Marketing ControllerVivid GoliathB90

Katy Fletcher

Katy Fletcher

Head of Marketing and Product DevelopmentRavensburger LTDN13

Simon Tomlinson

Simon Tomlinson

Managing Director
Learning Resources
D30

Rob Trup

Rob Trup

General Manager
The Mystery Agency
Upper Level 158

Lucia Kreuzer

Lucia Kreuzer

General Manager UK
Tonies
F50

Matt Bowden

Matt Bowden

Sales Director UK
Tonies
F50

Hannah Mason

Hannah Mason

Senior Marketing Manager
asmodee
N12

Richard Dickson

Richard Dickson

General Manager UK & Ireland
Spin Master
UW50

Press Office Key Contacts

Ellie Truscott

Retail PR

Retail PR Account Manager

Izzie Harman

Izzie Harman

Retail PR Senior Account Executive

Media FAQs

What is Toy Fair and who organises it?

Toy Fair is the UK’s largest dedicated trade show for the toy, game and hobby sector, bringing together the entire industry and providing a platform for exhibitors to share their creativity and innovation. The event is organised by the British Toy & Hobby Association (BTHA) and is an essential date in the international toy industry calendar.

When and where does Toy Fair take place?

Toy Fair returns to Olympia, London, from 20–22 January 2026, promising three dynamic days of innovation, product launches, trend discovery and unrivalled industry networking.

Who can attend Toy Fair and how can media register?

Toy Fair is a trade-only event and is not open to the general public. Attendance is restricted to toy industry professionals, buyers, licensors, and accredited media. Journalists, broadcasters, and content creators can apply for media accreditation in advance via the Toy Fair website. Accreditation is subject to approval by the BTHA.

Are interviews, photography, and filming permitted at the show?

Yes, interviews, photography, and filming are permitted; however, permission must always be obtained from exhibitors before capturing content on their stands. Some products may be under embargo or confidential, and media are expected to respect any restrictions communicated by exhibitors or the BTHA press team.

Who should media contact for press information or support during Toy Fair?

The BTHA press office is available before and throughout Toy Fair to assist with media enquiries, interview requests, image approvals, and show information. Contact details for the press team are provided on the Toy Fair website and in official media communications.

Are there Awards at the show?

Each year the Toy Fair’s Hero Toy Awards represent some of the most exciting and inspiring toys, showcasing new toys that stand out against what has been seen before with exceptional play value. For winning manufacturers, the list of Hero Toys continues to offer a promotional platform, whilst providing retailers with insight into which products are likely to perform well in the year ahead.