Toy Fair shows strong sales momentum for 2026
Toy Fair will return to Olympia, London from 20th to 22nd January 2026 for its 72nd show. With approximately six months to go, demand for exhibition space is already very high, driven by a strong returnee rate and keen interest from new applicants. The popular Gold Zone, which houses the smallest stands- and often is the spot to find hidden treasures- is already sold out, and there is limited space available across both levels in the rest of the halls.
Organisers, the British Toy and Hobby Association (BTHA), encourage any companies still thinking about exhibiting to apply soon, as space is filling up quickly.
Exhibiting at Toy Fair provides companies with the first opportunity of the year to showcase their new product ranges in person to a wide range of buyers, licensors, inventors, media, influencers and the wider toy industry, all under one roof. An expansive range of retailers attend the show including John Lewis, Smyths Toys, TK Maxx, The Entertainer, Toymaster, B & M Retail, Tesco, The Works, Aldi, and many more.
A high number of exhibitors are returning after a successful 2025 show, including The LEGO Group, Target Darts, Playmobil UK Ltd, CONNETIX, Galt (part of the Jumbo Group), Vivid Imaginations, Toytopic and House of Marbles, amongst many others. The event continues to attract a broad mix of companies, from large renowned brands through to SME’s from across the toy industry.
Debra Tiffany, Marketing Manager at Brainstorm Limited, commented: “We have exhibited at Toy Fair for many years now, moving from a small stand to a bigger, more central position a few years ago. We absolutely love everything about the show – the atmosphere is always brilliant and is a testament to the organisation and close-knit toy community. As well as enabling us to organise meetings with key retailers and partners, we always write new business, so it’s definitely a must-attend on our trade show calendar.”
Toy Fair is the UK’s largest trade event for toys, games, and hobbies, providing companies of all sizes a chance to showcase their latest products. It is a hub for retailers and the wider industry to meet face-to- face with manufacturers and distributors over three busy days, making it the ideal place to build new business connections and strengthen existing relationships.
The Gold Zone, located in the Grand Hall, is once again fully sold out. This popular area is dedicated to smaller and emerging toy companies and has become known as a space where visitors can discover some hidden gems, as it showcases innovative new brands and products from new companies looking to break into the industry. The area also provides a supportive space for entrepreneurs and start-ups to connect, share ideas, and build valuable industry relationships.
Majen Immink, Head of Toy Fair, commented: “We are delighted to once again see such strong interest in Toy Fair from returning and new exhibitors alike. We hugely appreciate the continued loyalty of our exhibitors, particularly in the challenging current climate. We are looking forward to supporting exhibitors in their preparations and welcoming the industry back to Olympia in January.”
Companies still considering participation are encouraged to apply as soon as possible, as remaining space is limited and demand remains high. Shell scheme and space-only packages are still available. Applications can be made online at www.toyfair.co.uk.
For exhibition or general enquiries, contact Rebecca@btha.co.uk or call 020 7701 7271. For sponsorship enquiries, contact Majen@btha.co.uk.
Visitor registration will open in early October via the Toy Fair website. To stay informed on all the latest updates, follow Toy Fair on Instagram @ToyFairUK and visit www.toyfair.co.uk.
