The British Toy & Hobby Association (BTHA) is delighted to announce that Toy Fair 2024 has sold out five months ahead of the show opening and will expand into the Upper West Hall to accommodate the growing demand for space.

The UK’s largest toy, game and hobby trade show, which will be celebrating its 70th anniversary in 2024, will take place at Olympia London from the 23rd-25th January 2024. More than 200 exhibiting companies will be occupying the Grand and National halls on both levels- and now also part of the Upper West Hall.

One of the stands to occupy the Upper West Hall will be TOMY who are returning to the show in 2024.

Mary Wood, Managing Director, TOMY, said: “With Tomy’s 100th anniversary being celebrated in 2024, what better way to do that than being back at London Toy Fair! Our team have been working with incredible passion to bring an immense amount of new ranges and new product to the market. We can’t wait to show customers what we think is going to be our most stunning collection in years!”


The BTHA’s Director of Toy Fair, Majen Immink said:

“We are delighted to welcome back TOMY especially in their 100th year. To be able to expand into the Upper West Hall to accommodate the growing demand for space on top of an extremely high returnee rate speaks volumes for the strength of the show and the importance and value the industry places on it. It’s a fantastic achievement to have sold out of space with five months still to go. We have now opened up a waiting list and will endeavour to fulfil requests where possible.

We very much look forward to supporting all our exhibitors over the coming months and preparing for another jam packed three days of successful business.”

Neil Montgomery, UK Commercial Director of longstanding exhibitor Juratoys said:

“Without question the Toy Fair is the most important trade show for Juratoys and we are really looking forward to exhibiting again in January. It’s an excellent show which provides a great environment for us to meet all our existing customers and present the new products for the year. A great opportunity to start working with new customers too, it really does set the tone for the rest of the year.”

Other names joining the ranks for Toy Fair 2024 include Hasbro, Moose Toys, LEGO, Dolu, Funko, Kidicraft, ​​Rubies Masquerade, Rainbow Designs Ltd, Mood Bears, Zimpli Kids, PLAYMOBIL, Magformers, Playmonster UK, Reydon Sports PLC, movies inc, John Adams Leisure Limited, among many others.

Toy Fair TV will once again be on hand to capture exhibitors showcasing the thousands of new and exciting products, including many exclusive launches, ranging across categories including tech toys, plush, games and puzzles, construction and many more. There will be sneak previews of new themes and trends for 2024 and exclusive on-site retail offers as well as the BTHA conjuring up some nostalgia in celebration of the show’s 70th anniversary.

Any companies interested in joining the waiting list are encouraged to get in touch with [email protected].

Visitor registration will open on 26th September at when the full floor plans and exhibitor list will be available.

Press day will take place on the first day of the show.

Follow Toy Fair on Instagram and Twitter @toyfairuk for more updates.




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Notes to Editors:


About Toy Fair:

Toy Fair is the UK’s largest trade show for toys, hobbies and games, which takes place annually at the end of January at Olympia London. Each year, the show welcomes circa 250 companies exhibiting thousands of products to visitors including retailers, media, influencers, inventors, designers, licensors and the wider industry.


Toy Fair 2024 is taking place from January 23rd – 25th.  Visitor registration opens on 26th September 2023.


About the BTHA:

The British Toy & Hobby Association was established in 1944 to represent the interests of British toy manufacturers and to raise standards of practice in the industry. Today it has around 150 members ranging from international toy giants to small family-run businesses that together account for more than 80% of the UK’s legal branded toy market. Membership of the British Toy & Hobby Association shows the member’s commitment to adhere to the BTHA Code of Practice under the umbrella of the Lion Mark which includes assurances covering ethical and safe manufacture of toys, toy safety, a ban on counterfeit goods, an assurance to market responsibly, a commitment to improving sustainability and a desire to promote the value of all play through support of the Make Time 2 Play campaign and the design of fun toys. Our members are manufacturers committed to making good quality toys in a responsible way. The BTHA also administers the Toy Trust – the industry’s charity.