Australian Toy Hobby and Licensing Fair

Name: Australian Toy Hobby and Licensing Fair
Start: 2027-02-28
End: 2027-03-03
Location: Melbourne Convention and Exhibition Centre

Event overview

Overview

The Australian Toy Association delivers a dynamic, exciting and unmissable trade only event that provides attendees with a commercially valuable and enjoyable experience.

The Fair is strictly a trade-only event.

Those eligible for admission include retailers, wholesalers, buying groups, etc.

TL;DR

1Edition Dates: The Fair runs February 28 to March 3, 2027 at the Melbourne Convention and Exhibition Centre.
2Trade Access: A strictly trade-only event for retailers, wholesalers and buying groups, not the general public.
3Product Scope: Showcases toys, collectibles, hobby items and nursery products across the exhibition.
4Sector Hook: Includes an industry awards ceremony alongside the product showcase.
5Organiser: Hosted by the Australian Toy Association.

Why visit

Attendees will have the chance to discover the latest toy products, network with industry peers, and participate in valuable information sessions. The event is designed to enhance business opportunities and foster connections within the toy industry. Event dates: February 28 - March 3, 2027. Location: Melbourne Convention and Exhibition Centre. The Australian Toy Association delivers a dynamic, exciting and unmissable trade only event that provides attendees with a.

Why exhibit

Exhibiting at the Fair offers companies visibility among key industry buyers, the chance to showcase new products, and opportunities for networking. It is an essential platform for brands looking to expand their reach in the toy market. Opportunity to view innovative toy products. The Australian Toy Hobby and Licensing Fair is a key event for industry professionals, providing a platform for networking and sourcing new products. It showcases the latest trends and innovations.

Attendees, exhibitors & solutions

Who this event is for

Visitor profile

Typical attendee groups you can expect to meet.

Retail buyers from toy stores

Wholesalers looking for new products

Buying groups seeking innovative toys

Industry professionals and influencers

Licensing agents and representatives

Manufacturers showcasing their products

Exhibitor profile

Main supplier and exhibitor segments present at the show.

Toy manufacturers

Hobby product suppliers

Licensing companies

Retail service providers

Educational toy developers

Nursery product manufacturers

Product categories

Key solution areas showcased across the event.

Toys for children of all ages

Collectibles and hobby items

Educational toys and games

Outdoor and sports toys

Nursery furniture and decor

Licensing products and merchandise

Location & Facilities

Venue

Open in Google Maps

Melbourne Convention and Exhibition Centre

Melbourne, Victoria, Australia

Attend

Entry & tickets

Trade-only

Free registration

Who runs the show

Organisers

Australian Toy Association

Website

How the last edition performed

Previous edition

Last edition

—

Completed

Exhibitors: 40

This edition

2027

Next edition

Not announced yet

Impact

A bigger and stronger platform

The Australian Toy Association delivers a dynamic, exciting and unmissable trade only event that provides attendees with a commercially valuable and enjoyable experience. The Fair is strictly a trade-only event. Those eligible for admission include retailers, wholesalers, buying groups, etc. The Australian Toy Hobby and Licensing Fair is a key event for industry professionals, providing a platform for networking and sourcing new products. It showcases the latest trends and innovations in the.

Audience quality

High-value decision-makers

Visitors typically include Retail buyers from toy stores, Wholesalers looking for new products, Buying groups seeking innovative toys, Industry professionals and influencers. Event dates: February 28 - March 3, 2027. Location: Melbourne Convention and Exhibition Centre. Trade-only event for industry buyers. Opportunity to view innovative toy products. Australian Toy Hobby and Licensing Fair attracts an audience aligned with the organiser's published visitor positioning.

Exhibitor outcomes

Real business growth

Intelligence

Market context

Key market insights, trends, news and related events to help you understand the bigger picture.

Melbourne, Victoria, Australia — South Wharf / MCEC precinct on the Yarra River; the trade gateway for the Australian and New Zealand toy, hobby and licensing market.

Why it matters

The Australian Toy Hobby and Licensing Fair is the main national trade-only window for toys, hobbies, models, games and licensing across Australia and New Zealand. Retail chains, independent toy and hobby retailers, online sellers, licensors, distributors and media use the four Melbourne days to set ranges, agree ANZ representation and position products ahead of the Christmas trading cycle — making it the most efficient single point of contact with the region's buying community outside the international circuit.

Industry trends

Key trends shaping this market and its wider industry.

Licensing-led product ranges

Kidult and collectibles growth

Sustainability and packaging compliance

Supply-chain diversification

Digital-first independent retail

Global toy, hobby and licensing trade circuit

Book stand space and South Wharf hotels 3–6 months ahead; rates spike when the fair overlaps other Melbourne events.

The Australian fair anchors the ANZ season. The international loop runs from Hong Kong and London in January, through Nuremberg and New York in late winter, to licensing-focused shows in May — exhibitors and buyers commonly plan a 12-month loop across these events.

Early January

Hong Kong Toys & Games Fair

Late January

London Toy Fair

Late January – early February

Spielwarenmesse

February – March

Toy Fair New York

Late February – early March

Australian Toy Hobby and Licensing Fair

May

Licensing Expo

Peer events and typical timing compiled from public show calendars — confirm exact dates, halls and registration rules on each organiser site before planning travel.

Plan your trip

Travel & logistics

Local currency · USD

Arrival airports

Choose from the following airports, with convenient access to the event and venue.

MEL

Melbourne Airport (Tullamarine)

Primary international gateway for Melbourne.

about 25 km (15.5 mi) by road

to venue

about 20–25 minutes by car or taxi

by car

AVV

Avalon Airport

Secondary airport for some domestic and low-cost services.

about 54 km (34 mi) by road

to venue

about 38–50 minutes by car

by car

Hotel tiers

A range of accommodation options near the venue and across key areas.

Budget

Southbank / CBD, 10–20 min walk or short tram ride to MCEC

USD 70–130 / night

Late February–March is peak Melbourne events season — book 3–6 months ahead and confirm cancellation terms.

source

Mid-range

South Wharf / Southbank, 5–15 min walk to the MCEC exhibition halls

USD 130–220 / night

South Wharf properties are the most convenient for early stand set-up and buyer meetings.

source

Premium

South Wharf and Southbank riverfront, on-site or under 10 min walk to MCEC

USD 230–420 / night

Best for hosted buyers, licensing meetings and teams needing meeting space in-house.

source

Local transport

Get around the city with these convenient transport options.

airport_bus

Estimated costAUD 20–22 one way (approx. USD 13–15)

Best forSkyBus Melbourne City Express — Melbourne Airport (MEL) Tullamarine to Southern Cross Station, then walk/tram to MCEC

Frequent departures, roughly 30–40 minutes to Southern Cross; then a 15–20 minute walk or tram 96/109 to Stop 124 MCEC.

taxi

Estimated costAUD 60–80 taxi (approx. USD 40–55)

Best forMelbourne Airport (Tullamarine) (MEL) to Melbourne Convention and Exhibition Centre

About 20–25 minutes off-peak; allow 40+ minutes in the weekday morning peak and use the MCEC drop-off on Convention Centre Place.

ride_hail

Estimated costAUD 50–70 (approx. USD 33–46)

Best forMEL Tullamarine to MCEC / South Wharf and CBD hotels

Uber and DiDi operate in Melbourne; pick-up zones are signposted at terminals and surge pricing applies at peak times.

tram

Estimated costMyki 2-hour fare approx. AUD 5.30; daily cap approx. AUD 10.60 (approx. USD 3.50 / 7)

Best forYarra Trams routes 96 / 109 (and 12) along Collins Street to Stop 124 MCEC

Touch on and off with a Myki card or mobile Myki; the CBD Free Tram Zone does not cover the MCEC stop, so a valid fare is required.

rail_walk

Estimated costFree when walking (approx. 15–20 min); Myki fare approx. AUD 5.30 by tram

Best forSouthern Cross Station to MCEC, South Wharf (walk or tram)

SkyBus and regional V/Line services arrive at Southern Cross; walk via Spencer Street and the South Wharf promenade.

airport_bus

Estimated costAUD 25–30 one way (approx. USD 16–20)

Best forAvalon Airport (AVV) to Melbourne Convention and Exhibition Centre

Avalon is roughly 55 km from MCEC; total door-to-door time is usually 90 minutes or more including the Southern Cross transfer.

Plan your trip

Visa & entry documents

Check the latest visa requirements and entry guidelines before travelling.

Visa required

ATA Carnet: accepted

Type	Who needs it	Fee	Processing
ETA (subclass 601)	Passport holders from eligible countries, including the United States, United Kingdom, Canada, Japan, South Korea, Singapore, Malaysia and Brunei	$13.00	Usually minutes to 24 hours via the Australian ETA app or online
eVisitor (subclass 651)	European Union/EEA and certain other European passport holders travelling for business meetings or trade fairs	—	Usually within 24–72 hours
Visitor visa (subclass 600) — Business Visitor stream	Nationalities not eligible for an ETA or eVisitor; attending trade fairs, meetings and negotiations	$125.00	Commonly 3 weeks to 3 months depending on nationality — apply early

New Zealand citizens travel visa-free and are granted a Special Category Visa on arrival; eVisitor (subclass 651) is free for eligible European passports.

Australia accepts ATA Carnets for temporary admission of commercial samples, professional equipment and exhibition goods. Confirm exhibition-goods and stand-material procedures with the organiser and your issuing chamber before shipping, and carry the carnet with the consignment.

Official visa page

Weather

February is late summer in Melbourne: typical daytime highs of 26–28 °C (79–82 °F) and overnight lows around 15–16 °C (59–61 °F), with relatively low rainfall (roughly 40–50 mm across about 7 rain days). Occasional hot spells above 33 °C (91 °F) are followed by sharp cool changes, so pack a light layer for the evenings and air-conditioned halls.

Plan for the climate

Check temperatures and pack accordingly

Venue connectivity

Confirm mobile roaming or local SIM options for business visitors to Australia.

Ride-hailing

Taxis

Public transit

Car rentals

Cultural notes

Useful information to help you have a smooth and respectful visit.

Tipping and service

Tipping is not mandatory in Australia — award wages are built into prices and GST is included on displayed prices. Rounding up or adding about 10% for good restaurant service is a welcome but optional gesture; taxis and rideshare drivers are typically not tipped.

Business dress and greetings

Smart casual to business attire works for the trade floor and meetings. A firm handshake and first names are the norm, appointments start on time, and a short, direct pitch is preferred over long presentations.

Trade-only fair etiquette

The Australian Toy Hobby and Licensing Fair is a trade-only event — carry photo ID and business credentials for badge collection, and note that children and the general public are generally not admitted. Peak meeting times are mid-morning and early afternoon; pre-book appointments with distributors and licensors.

Practical guides

Visitor & Exhibitor Essentials

Everything needed to arrive prepared, navigate the event, and make the visit productive.

Flights

Destination: MEL

Book flights to MEL when possible for the shortest transfer to the venue; compare AVV only if fares are materially lower.

Visa

Australia requires a visa or electronic travel authority for almost all international visitors — there is no visa on arrival for most nationalities. Eligible passport holders can apply for an ETA (subclass 601, approx. USD 13 / AUD 20) or the free eVisitor (subclass 651); everyone else needs a Visitor visa (subclass 600, Business Visitor stream, approx. USD 125 / AUD 190). New Zealand citizens do not need a visa and receive a Special Category Visa on arrival. Apply at least 4–8 weeks before the fair (28 Feb – 3 Mar 2027) and carry business credentials — the fair is trade-only.

Estimated cost: Varies by visa type and nationality (check official site).

Processing: Varies by nationality; apply several weeks before travel.

AUD 20 fee (approx. USD 13). Apply before departure; the ETA is linked electronically to your passport. Free of charge; apply online before travel. Business visitor activity is permitted.

Official

Transport

Get to the venue and around the city with these options.

Airport → venue: Primary gateways: Melbourne Airport (Tullamarine) (MEL): about 20–25 minutes by car or taxi; Avalon Airport (AVV): about 38–50 minutes by car. Allow road or rail time to Melbourne Convention and Exhibition Centre; on-site parking is usually available at major exhibition venues.

Hotel → venue: Precinct hotels near Melbourne Convention and Exhibition Centre: Southbank / CBD, 10–20 min walk or short tram ride to MCEC: Travelodge Hotel Melbourne Southbank, ibis budget Melbourne CBD, Space Hotel Melbourne; South Wharf / Southbank, 5–15 min walk to the MCEC exhibition halls: Novotel Melbourne South Wharf, Mantra Southbank Melbourne, Quay West Suites Melbourne; South Wharf and Southbank riverfront, on-site or under 10 min walk to MCEC: Pan Pacific Melbourne (adjacent to MCEC), Crown Towers

Ride-hail: Ride-hailing apps are commonly used in Melbourne; confirm local availability before travel.

Public transit: Check local bus/metro options for routes to Melbourne Convention and Exhibition Centre.

Parking: On-site parking is available at Melbourne Convention and Exhibition Centre; confirm daily rates and hall access on the organiser or venue site.

Weather

Plan and pack for the event climate.

Month: February 2027

Temperature: 15–28 °C (59–82 °F) typical February day/night range in Melbourne; occasional hot spells above 33 °C (91 °F)

Seasonality: Late summer: relatively dry, roughly 40–50 mm of rain over about 7 days, with rapid cool changes after hot days — pack a light jacket for evenings and air-conditioned halls.

Packing: Late summer: relatively dry, roughly 40–50 mm of rain over about 7 days, with rapid cool changes after hot days — pack a light jacket for evenings and air-conditioned halls.

Plan your trip

Planning

Best day to visit: Monday 1 March 2027 (day 2 of the four-day fair)

Opening day draws the registration and press surge, while the final day is quieter as stands wind down. Day 2 gives full exhibitor staffing, complete range displays and better access to senior distributor and licensing staff for meetings. If you can only attend one day, target day 2 and pre-book appointments; add a second half-day for licensing and packaging-compliance follow-ups.

Confirm passport and Australian visa or ETA requirement — Check passport validity and apply for an Australian visitor visa or Electronic Travel Authority if required for your nationality.

Book flights to Melbourne — Compare fares into Melbourne Airport (Tullamarine, MEL) and Avalon Airport (AVV); MEL is roughly 20 to 25 minutes by car from the venue.

Reserve accommodation near the venue — Book rooms in central Melbourne or the South Wharf precinct for easy access to the Melbourne Convention and Exhibition Centre.

Complete trade visitor registration — Register through the Australian Toy Association at austoy.com.au/toy-fair/attendees/registration/ and keep the confirmation email.

Download the programme and hall plan — Review the exhibitor list, hall layout and session schedule so you can plan a route across the four show days.

Pre-schedule meetings with exhibitors — Contact target toy, hobby, licensing and nursery suppliers to lock in appointment slots before the Fair opens.

Shortlist sessions and awards timings — Note the timing of the industry awards ceremony and any seminar programme you plan to attend.

Arrange airport to venue transport — Compare taxi, rideshare, SkyBus and metro options from MEL and AVV, and allow extra road time during the February 28 to March 3 window.

Prepare packing and buyer materials — Pack business cards, buyer credentials, a tablet for digital catalogues and comfortable shoes for walking the halls.

Finalise documents and Day-1 arrival plan — Confirm badge collection details, hotel booking, travel insurance and an early arrival at the venue on the first show day.

Networking spots

MCEC South Wharf Promenade cafés and bars

Exhibitor and buyers' lounge, MCEC exhibition halls

Crown Melbourne riverfront bars, Southbank

Budget

Costs & budget

Cost reference

Official cost items and estimated ranges for exhibitors.

visitor_ticket

visitor · trade_registration

—

official

visa_fee

visitor · ETA (subclass 601)

USD 13 / per person

official

visa_fee

visitor · Visitor visa (subclass 600)

USD 120–130 / per person

official

exhibitor_stand

exhibitor · minimum shell scheme

USD 2200–4000 / per stand (estimate, typically 9 sqm shell)

estimate

visa_fee

visitor · Visitor visa (subclass 600) — Business Visitor stream

USD 125 / per application

official

Item	For	Tier	Estimated range	Status
visitor_ticket	visitor	trade_registration	—	official
visa_fee	visitor	ETA (subclass 601)	USD 13 / per person	official
visa_fee	visitor	Visitor visa (subclass 600)	USD 120–130 / per person	official
exhibitor_stand	exhibitor	minimum shell scheme	USD 2200–4000 / per stand (estimate, typically 9 sqm shell)	estimate
visa_fee	visitor	Visitor visa (subclass 600) — Business Visitor stream	USD 125 / per application	official

Decision

Visit, exhibit, or skip?

Should you go?

Pick the closest answer for each. Your recommendation updates live.

QUESTION 1 OF 6

What is your primary role?

Decision matrix

Compare participation options side by side to choose the best fit for your objectives.

visit

You need to compare toy, hobby and licensing ranges and meet Australian/NZ distributors in a single four-day window before the Christmas buying cycle.

Best for

Independent toy and hobby retailers, online sellers and licencors scouting ANZ ranges, plus media and agents

Min. budget

$500.00

Timeline

8–12 weeks (free trade registration, flights, South Wharf hotel)

Risks

Budget estimate from listing cost signals — confirm live rates.

Trade-only registration may require business credentials and can be declined.

Late February–March is peak Melbourne events season; hotel rates and availability tighten.

exhibit

You have appointed Australian distribution, retail commitments or licensing partners to activate and want direct buyer contact rather than an agent-only presence.

Best for

Brands and distributors with an ANZ distribution or licensing plan, or an IP slate to launch into Australia and New Zealand

Min. budget

$2,500.00

Timeline

4–6 months (space booking, stand build, freight, staffing, customs/carnet)

Risks

Budget estimate from listing cost signals — confirm live rates.

Stand, freight, labour and carnet costs vary widely — request the organiser rate card.

Trade-only audience: ROI depends on buyer and licensor appointments booked before the show.

skip

Australia/New Zealand is outside your 2027 plan, or your category is already covered by distribution partners and one annual review is sufficient.

Best for

Vendors without an ANZ route to market, consumer-only brands, and teams already fully represented by local agents or distributors

Timeline

Not applicable — monitor via distributor reports and the 2028 edition

Risks

No major risks listed.

Book with

Partners

Recommended providers

Visa

Australian Department of Home Affairs

Gallery

Photos

Official imagery from Australian Toy Hobby and Licensing Fair

Official Australian Toy Hobby and Licensing Fair event branding

FAQs & glossary

Answers

Frequently asked

What are the registration requirements?

Registration is required for all visitors to the Fair and is free for trade visitors.

Who can attend the Fair?

The Fair is strictly a trade-only event. Those eligible for admission include retailers, wholesalers, buying groups, etc.

What products will be displayed?

The Fair will showcase a variety of toys, collectibles, hobby items, and nursery products.

When will the Fair take place?

The Fair will be held from February 28 to March 3, 2027.

What is the location of the Fair?

The Fair will take place at the Melbourne Convention and Exhibition Centre.

Glossary

Trade-only event: An event that is exclusively for industry professionals and not open to the general public.
Exhibitor: A company or individual that displays products at a trade show.
Retail buyer: A professional who purchases products for resale in retail stores.
Wholesaler: A business that sells goods in large quantities at lower prices, typically to retailers.
Networking: The act of interacting with others to exchange information and develop professional contacts.

Trust footer

Sources

References

Publishers

Date checked

Australian Toy Association

austoy.com.au
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Instagram - Australian Toy Association
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LinkedIn - Australian Toy Association
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Facebook - Australian Toy Association
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