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Home > Exhibition > The Toy Fair 2024
The Toy Fair 2024
Event time: 2024-01-23 09:00 ~ 2024-01-25 16:30 Location:britain.England.London.Olympia London
Detailed address:Hammersmith Rd, London W14 8UX, United Kingdom
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Exhibition details

Olympia London

Grand & National Halls

The Toy Fair is the UK’s largest dedicated toy, game and hobby trade show taking place annually at the end of January at Olympia London. The toy industry’s showcase welcomes more than 260 companies exhibiting thousands of products to visitors including retailers, buyers, media and the wider industry.

NB: General public and children between the ages of 5 and 15 are regrettably not permitted entry to the show.

 


Why Exhibit?

The Toy Fair is THE industry showcase

No other event brings together so many toy manufacturers and retailers – from small innovative companies to the big chain outlets – all under one roof to do one thing: successful business.

The Toy Fair offers 23,000m² of space devoted to the toy, game and hobby business and is the only dedicated toy trade event in the UK.

Since the move back to Olympia London in 2010, the show now occupies the Grand and National Halls including the upper levels.

In 2022 the show attracted more than 260 exhibiting companies who came to meet buyers from the UK and abroad. As well as buyers from across the range of independent and multiple stores, online retail and catalogue retailers, the Toy Fair attracts a range of visitors from licensors and play specialists to designers, inventors and distributors. In 2022 it also attracted more than 300 members of the press.


Exhibitor Testimonials

Toy Fair 2023 reminded us of all the benefits of attending trade shows. It is not limited to just seeing customers! Our whole team has been lifted out of the ‚ covid malaise‚ and we are all back smiling! Well done to all involved in putting the toy industry on a positive footing for the year ahead! 

KAP Toys

Bigjigs Toys have exhibited at Toy Fair since 1998, firstly in the Greenhouse section and latterly on a much larger 108 sq mt stand. The service we have received , regardless of stand size has always been exemplary, if anything is ever needed, it is willingly provided. The BTHA staff are a dedicated team who support us as suppliers and nothing is ever too much trouble. Toy Fair is a fabulous, well supported, well organised event, the standard of which is unrivalled.” 

Bigjigs Toys

As first-time exhibitors we didn't know what to expect, but I can now say we have truly enjoyed meeting with everyone at Toy Fair 2023: media, buyers, influencers and other fellow exhibitors. It was a great week! 

Capikooa

 


Visit Toy Fair

Meet with 260+ exhibiting companies and receive exclusive retail offers. Toy Fair is a strictly trade event that welcomes members of the toy, game and hobby industry.

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
 

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. 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

Fantastic 2023 Toy Fair which was a great start to the New Year, thoroughly enjoyed the event and I can't wait for the next one. 

John Lewis

I love visiting the Toy Fair to reconnect with friends, and to make new ones in a fun, and fabulous industry. Always a highlight of my media calendar, and I look forward to attending every year! 

KiddyCharts

Amazing show, really enjoyed meeting with the different suppliers and seeing some interesting products. 

Sports Directory

Thoroughly enjoyed attending the Toy Fair this year. Excited to see some prototypes of up-and-coming items and trying out some toys already out there. It was great to be able to get out there and meet people in the industry and make some connections. I will be definitely attending again next year, can't wait! 

Corinne Mortimer

Toy Fair 2023 was the best Toy Fair yet! 

Come Round

Children 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 2023 dates (24-26 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.


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
  • 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

Media Testimonials

What an amazing experience! So much to see and do and so many adorable characters to meet.

I felt like a kid in a candy store discovering a diverse and exciting range of exhibitors!

I had so much fun at the Toy Fair. I picked up some really great insights and learned loads about trends, bestsellers, hero products and more in the kids’ category. The event was very well organised and went very smoothly from start to finish.

Great event. I was made to feel very welcome. The press office was excellently equipped and a great place to base myself for the day. Plenty to see and do on the show floor.

The Toy Fair was brilliant. I cannot recommend the experience enough. As a journalist we are always looking for the next toy to recommend so it was amazing to speak to so many providers and handle so many products. A week after the event I began including some of the toys in our content.


History of The Toy Fair

Est. BRIGHTON 22nd-26th FEBRUARY 1954

The Toy Fair Today

The Toy Fair is the only dedicated toy, game and hobby exhibition in the UK. In 2020 The Toy Fair welcomed more than 260 exhibiting companies – ranging from the large internationals to the new start-up companies, showcasing thousands of brand-new toys, games and hobbies to the UK’s largest gathering of toy industry professionals.

The Toy Fair provides visitors with a real overview and insight into a fun, innovative and exciting industry, as well as a great opportunity to touch, feel and experiment with the products of the future. The exhibition is a showcase, a networking opportunity and an ideal event to do great business in an exciting environment.

On the first night of the show, Toy Fair plays host to the annual Toy Industry Awards ceremony. Organised by the British Toy & Hobby Association and the Toy Retailers Association, the event celebrates the achievements from both manufacturers and retailers over the past year. The 2020 event saw the top prizes of Toy of the Year and Retailer of the Year, awarded to MGA Entertainment for their L.O.L. Surprise! 2-in-1 Glamper Fashion Camper and Smyths Toys, respectively.

Following the increasingly popular role of influencers in the marketing strategies for toy companies, in 2020 the show introduced its first Influencer Day. Toy influencers were invited to attend the show to build partnerships with exhibitors, and film coverage and toy demonstrations from the show in the Content Creation Zone, a new area dedicated to influencers. 

We were disappointed that we were unable to have a Toy Fair in 2021 for the first time since the show started due to restrictions surrounding Covid-19, but we’re looking forward to welcoming everyone through the doors again in 2022!

 
 
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