Toy Fair 2021 unable to take place

We have been working closely with Olympia London and we have together taken the decision that despite all best efforts and endeavours by both parties, regrettably the Toy Fair 2021 is unable to take place. This conclusion is due to government restrictions now in place on large scale indoor events in light of the Covid-19 pandemic.
The wellbeing of our exhibitors, visitors, staff and contractors is paramount and currently the risks are considered too great to allow the show to go ahead as dictated by the government regulations.

We empathise with the industry’s disappointment- this is the first year that Toy Fair will not take place in 66 years.
We express our thanks to our exhibitors for their patience and understanding and for the support of the wider industry, and very much looking forward to a big return in 2022 from 25-27 Jan.
As previously stated, we will be refunding exhibitors all stand space fees already paid. We will communicate directly with exhibitors in due course.

Visit Toy Fair

Why Visit?

Why visit?

Meet with 250+ exhibiting companies and receive exclusive retail offers.

Who can attend?

Who can attend?

Toy Fair is a strictly trade event that welcomes members of the toy, game and hobby industry.

February 13, 2021 in Press Release

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February 11, 2021 in Press Release

Toy Fair 2021 unable to take place

Statement from the BTHA “We have been working closely with Olympia London and we have together taken the decision that despite all best efforts and endeavours by both parties, regrettably…
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February 20, 2020 in Press Release

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For Exhibitor News updates please follow us on Twitter: @toyfairuk

Why Visit

The Toy Fair is the largest dedicated toy, game and hobby trade exhibition in the UK.

Three packed days of business, with more than 260 exhibiting companies ranging from the large renowned brands right through to the new start-up companies and one-man bands. The Toy Fair is a showcase, providing visitors with a real overview and insight into a fun, innovative and exciting industry. It offers an unrivalled opportunity to meet the toy industry, network with peers, be the first to see the new lines as they are launched for the year ahead and to plan your product range for the next 12 months- a great opportunity to touch, feel and experiment with the products of the future.

SHOW OFFERS: Visitors will also benefit from many exclusive on site retail offers.
FREE VISITOR WI-FI: Olympia London offers a free 1/2 MB wi-fi offering for visitors throughout the halls.
CHARGING POINTS: Charging points are positioned around the show.

The Toy Fair is a strictly trade only event and is not open to the public. It is free to all pre-registered guests otherwise you will have to pay £15 cash on site and will be asked to show your trade business card. If you intend to bring children to the event please note the strict age policy and refer to the Visitor Kids Policy below.

 The Toy Fair welcomes

  • Buyers
  • Merchandisers
  • Licensors
  • The media
  • Play specialists
  • Inventors
  • Marketeers
  • Designers
  • Suppliers to the trade
  • Distributors
  • Importers
  • Agents
  • Educational specialists
  • and others affiliated with the trade

Visitor Testimonials

I’ve come to see all of the great innovation… to catch up with industry colleagues, catch up with retailers, licensees and really get a sense of where the UK Toy Industry is going”

Mark KingstonNickelodeon

We attend to see what’s new for next Christmas, it’s the biggest part of our year, so really looking for some newness, and we’ve seen some actually, really exciting stuff. It’s like an overwhelming shopping experience, where there’s just every single toy you can possibly imagine, it’s amazing, it is overwhelming, because there is so much here, but is it brilliant because you can see so much in one day it’s great.

Lucy HendersonWaitrose & Partners

I come to the show because it’s where you come to see everyone in the UK toy industry, so i’m based in hong kong but work for a uk retailer so i came here early to see everyone, and see what’s going on. Toy Fair is the place to come and see what’s going on in the local market, what’s coming up and what the trends are going to be for the next 12 months.

Nat EastmentHamleys

We are a kid influencer marketing management agency, we work with a lot of influencer who are here and also brands. It’s a great place to be a part of all of the new up and coming toys, from start ups to established companies. it’s a great way to interface with people that are looking to increase their trading size, and really look to develop their brand and integrate on a global level. So it’s a really great opportunity to meet a lot of people at one time.

Catherine KimsenToyBox Marketing

We are working on many different brands rolling out and we are pitching for a lot of master toy opportunities. Everybody’s here, everybody here that you want to see, everybody’s laughing, everybody is here so you can see everybody in three days, all of the key partners. All of the leading manufacturers are here, and you can talk to them, all of their product development are here, so it’s like basically having all of the meetings that you’d need to have in about three months, but you can have them in three days. And it’s at the right time as well, so it’s at a time when retailers are making decisions.

Caroline HighBoat Rocker Studios

I attend Toy Fair looking for exciting new products for 2019. The atmosphere is good, there’s a good buzz about it, so hopefully it’ll be a successful year in 2019. It has a great buzz so hopefully that’ll continue on for the rest of the year

Jack StrachanStrachans Inverurie

The atmosphere is tremendous, this is only my second year, and it’s exciting!

S C BrazierHexCel Solutions

From a licensing perspective, you can’t not go to Toy Fair. Toy Fair is a shop window for toy manufacturers of all sorts, from all over the world, and retailers can come and see the product and make their buying choices going forward.

Jane GarnerKilogrammedia

2020 Show Highlights

Here is your chance to look back at the 2020 show…

The 2020 event attracted more than 260 exhibiting companies, ranging from large renowned brands to smaller start-up companies, all looking to showcase their innovations across the toys, games and hobby sector.

Look back at 2020 exhibitors and floor plans here

Toy Fair 2021


Product and company information for those who were scheduled to exhibit at Toy Fair 2021

Visitor Kids Policy

The Toy Fair is a strictly trade-only event and regulations prohibit children between the ages of 5 and 16 entering the fair. Exceptions are made for child performers under the age of 16, but they must hold a child performance licence or have an education exemption notice from their local authority.

For a child to attend, you must provide by January 6 the following to The Toy Fair press team:

  • Completed Toy Fair registration form found HERE
  • Written permission from the child’s school
  • Child performance licence or notice of education exemption issued by local authority
  • Child chaperone licence if person responsible for the child at Toy Fair is not their legal guardian

Once all information has been provided, a press badge can be applied for HERE. The Toy Fair press team will only give final approval of a press badge once all of the above documents have been provided. 

Attending The Toy Fair

If you wish to bring a child on-site, you have a legal responsibility to ensure that the child is properly licenced. Licences are required for child performers to:

  • Demonstrate products on exhibiting stand
  • Film content for social media channels
  • Pose for photography
  • Any involvement in blogging

If your local authority does not issue a child licence, please request an education exemption notice. This should be an email/letter from your local council detailing:

  • Child’s name
  • Child’s school
  • Permission to be out of school for the Toy Fair 2020 dates (21-23 January)

Once approved by the press team, each child will be issued a badge to be worn at all times.

The Toy Fair is the UK’s largest dedicated trade show. Toys displayed on stands are examples of future product, with many still in the prototype stage, and can only be handled with the permission of exhibitors. Please make sure children are always kept under close supervision while on-site.

Obtaining a Child Licence

All children need written permission from their school and the correct child licence, which must be shared with organisers (the BTHA) prior to gaining entry. Child licences are authorised by the child’s local council. If a local council does not issue a child licence, written permission from the child’s local authority will be required. Please note that licences can take 30 days to be issued.

Please note

The Toy Fair and Toy Fair press team cannot apply for or issue licences, this must be done by the parents and local council of the child.

Obtaining a Chaperone Licence

All children attending The Toy Fair must be accompanied by a chaperone. If the chaperone is the legal guardian of the child, no additional licence is required. If the chaperone is not the child’s legal guardian, the chaperone will require a chaperone’s licence. Chaperones need to apply for a licence from the local council at least 3 months before the start of Toy Fair on January 21.

Children Under Five

All children below the age of five can attend The Toy Fair without a licence under the supervision of a guardian or chaperone, but please note a chaperone will still require a licence. If a child under five is attending in a performing capacity, a completed Toy Fair registration form must be provided to the press team before applying for a press badge.

Feature Areas

The Toy Fair includes several communal seated cafes/lounges on both levels as well as the Feature areas detailed below.


Toymaster Members Lounge (The London Room)

The Toymaster Lounge (limited entry to Toymaster members only) offers a cloakroom, complimentary wi-fi, experienced personnel to offer advice and free tea/coffee facilities. It is located in Olympia’s London Room just off the main hall floor.

BTHA Exhibiting Members Lounge

The BTHA Lounge is open to BTHA members who are exhibiting at the fair and their guests. It is situated on the gallery edge overlooking the show and offers ample meeting space, free wi-fi and complimentary refreshments throughout the day.

Relaxation Garden

The Toy Fair offers all visitors and exhibitors the chance to take advantage of the complimentary reflexology, Indian head massage, or a simple head, shoulders and neck massage. Book early each day to avoid disappointment.

 TFTV Demo Zone and Toy Fair’s Hero Toys Display

The Toy Fair TV Demo Zone is located next to the Press Office and plays host to the Demo Zone and TFTV interviews/photo shoots. The camera crew will also be roving the fair reporting live from the show floor.

Content Creation Zone

The Content Creation Zone is a dedicated area for influencers, vloggers and media, that will provide the chance to get hands-on with some of the sought-after toys from Toy Fair, as well as provide the tools to film live from the show floor and create their own videos.

Design Student Seminar

Accommodation / Travel / Parking

 For information on getting to Olympia London,  visit Olympia’s travel guide

  For Parking, please visit Olympia Parking

Explore the area

The Toy Fair takes place at Olympia London, Kensington, providing a great opportunity for visitors to see London after hours.

Please visit the Olympia website for useful information about the surrounding area.

For further entertainment and eating out ideas please use the following links: