TOY FAIR STATEMENT:

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.
Latest News
Toy Fair 2020 Trolley Dash donates over 4,000 toys to KidsOut
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.
Who Can Attend?
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
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
Companies
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.
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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: