The Toy Fair 2027 | TradeShowIntel

Name: The Toy Fair 2027
Start: 2027-01-19
End: 2027-01-21
Location: Olympia Grand

Notable exhibitors

Companies exhibiting at The Toy Fair 2027 include 3Doodler, 8th Wonder, @GP, A.B.GEE and Alley Cat Games.

3Doodler
8th Wonder
@GP
A.B.GEE
Alley Cat Games

Event overview

Overview

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.

The toy industry’s showcase welcomes more than 200 exhibitors showcasing thousands of products to visitors including retailers, buyers, media and the wider industry.

TL;DR

1Dates and Venue: The Toy Fair 2027 runs from 19th to 21st January 2027 at Olympia Grand, London.
2Scale and Focus: As the UK’s largest dedicated toy trade show, it features over 200 exhibitors showcasing thousands of products.
3Organiser: The event is organised by the British Toy & Hobby Association, with more details available at toyfair.co.uk.
4Buyer Authority: Attendees include retailers, buyers, media, and industry professionals, all influential in purchasing decisions.
5Entry: The event is trade-only, not open to the general public or children aged 5 to 16.

Why visit

Visitors gain access to the latest toy innovations, networking opportunities with industry leaders, and exclusive on-site offers. Dates and Venue: The Toy Fair 2027 runs from 19th to 21st January 2027 at Olympia Grand, London. Buyer Authority: Attendees include retailers, buyers, media, and industry professionals, all influential in purchasing decisions.

Why exhibit

Exhibitors benefit from direct access to a targeted audience of buyers and industry professionals, enhancing visibility and generating leads. Scale and Focus: As the UK’s largest dedicated toy trade show, it features over 200 exhibitors showcasing thousands of products. Buyer Authority: Attendees include retailers, buyers, media, and industry professionals, all influential in purchasing decisions. The Toy Fair serves as a critical platform for the toy industry, allowing.

Attendees, exhibitors & solutions

Who this event is for

Visitor profile

Typical attendee groups you can expect to meet.

Retail buyers from toy and game stores

Media representatives covering the toy industry

Licensors and brand managers

Inventors and designers in the toy sector

Distributors and wholesalers

Educational professionals seeking toys for learning

Exhibitor profile

Main supplier and exhibitor segments present at the show.

Toy manufacturers and distributors

Game and puzzle developers and publishers

Hobby product suppliers

Educational and STEM toy companies

Licensed merchandise producers

Licensors and brand rights owners

Innovative startups in the toy and game industry

Product categories

Key solution areas showcased across the event.

Licensed toys and games

Construction toys and building sets

Board games and puzzles

Arts and crafts supplies

Plush toys and soft figures

STEM education toys

Location & Facilities

Venue

Open in Google Maps

Halls & areas

National HallUpper West Hall

Olympia Grand

London, UK

Entrances & gates

Main Entrance

National HallUpper West Hall

Facilities

Food options

On-site catering available

On-site dining

Parking: Parking availability should be confirmed on the venue or organiser site before travel.

Attend

Entry & tickets

Trade-only

Free registration

Event days & opening times

DayOpening hours

19 January –9:00 AM – 6:00 PM

20 January –9:00 AM – 6:00 PM

21 January –9:00 AM – 6:00 PM

Ticket info

Ticket notes

Confirm daily opening hours on the organiser registration page.

Who runs the show

Organisers

British Toy & Hobby Association

Website

How the last edition performed

Previous edition

Next edition

Not announced yet

Photos

Impact

A bigger and stronger platform

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. The toy industry’s showcase welcomes more than 200 exhibitors showcasing thousands of products to visitors including retailers, buyers, media and the wider industry. The Toy Fair serves as a critical platform for the toy industry, allowing businesses to connect, showcase new products, and strengthen partnerships. It highlights trends.

Audience quality

High-value decision-makers

Visitors typically include Retail buyers from toy and game stores, Media representatives covering the toy industry, Licensors and brand managers, Inventors and designers in the toy sector. Dates and Venue: The Toy Fair 2027 runs from 19th to 21st January 2027 at Olympia Grand, London. Scale and Focus: As the UK’s largest dedicated toy trade show, it features over 200 exhibitors showcasing thousands of products. Organiser: The event is organised by the British Toy & Hobby Association, with more details available at.

Exhibitor outcomes

Real business growth

Intelligence

Market context

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

London, UK

Why it matters

Attending The Toy Fair 2027 on 2027-01-19 to 2027-01-21 in London lets buyers and specifiers benchmark suppliers, see live demonstrations, and compress months of vendor meetings into one focused trade visit — worthwhile when your category roadmap aligns with the official exhibitor profile.

Industry trends

Key trends shaping this market and its wider industry.

Digital buyer journeys

What digital buyer journeys means for buyers and exhibitors in this sector.

Sustainability in procurement

What sustainability in procurement means for buyers and exhibitors in this sector.

Automation and labour efficiency

What automation and labour efficiency means for buyers and exhibitors in this sector.

Regional supply-chain resilience

What regional supply-chain resilience means for buyers and exhibitors in this sector.

Hybrid engagement models

What hybrid engagement models means for buyers and exhibitors in this sector.

Construction trade fair circuit

Book hotels and meetings 8–12 weeks before opening day; peer shows in the same sector often fall in adjacent months.

Buyers covering construction often plan The Toy Fair 2027 alongside regional peer shows to compare products, pricing, and service coverage across markets.

Pre-show

Confirm exhibitor meetings and product demos for The Toy Fair 2027.

Show week

Hall walk-throughs, live demos, and supplier negotiations.

Peer events are widely known sector fairs; verify dates on each organiser website before booking.

Plan your trip

Travel & logistics

Local currency · GBP

Arrival airports

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

LHR

London Heathrow

London Heathrow (LHR) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

to venue

by car

LGW

London Gatwick

London Gatwick (LGW) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

to venue

by car

STN

London Stansted

London Stansted (STN) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

to venue

by car

LTN

London Luton

London Luton (LTN) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

to venue

by car

LCY

London City

London City (LCY) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

to venue

by car

SEN

London Southend

London Southend (SEN) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

to venue

by car

Hotel tiers

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

NOX Olympia

boutique

about 110 m from Olympia Grand to venue

Hilton London Olympia

midscale

about 220 m from Olympia Grand to venue

Hilton London Kensington

upscale

about 940 m from Olympia Grand to venue

St Paul's Hotel

boutique

short walk from Olympia Grand to venue

Local transport

Get around the city with these convenient transport options.

taxi

Estimated costEUR 40–90 / USD 45–100 taxi or rideshare to venue

Best forLondon Heathrow (LHR) to Olympia Grand

London Heathrow (LHR) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

taxi

Estimated costEUR 40–90 / USD 45–100 taxi or rideshare to venue

Best forLondon Gatwick (LGW) to Olympia Grand

London Gatwick (LGW) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

taxi

Estimated costEUR 40–90 / USD 45–100 taxi or rideshare to venue

Best forLondon Stansted (STN) to Olympia Grand

London Stansted (STN) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

taxi

Estimated costEUR 40–90 / USD 45–100 taxi or rideshare to venue

Best forLondon Luton (LTN) to Olympia Grand

London Luton (LTN) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

taxi

Estimated costGBP 35–70 taxi or rideshare to the venue district

Best forLondon City (LCY) to Olympia Grand

London City (LCY) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

taxi

Estimated costGBP 35–70 taxi or rideshare to the venue district

Best forLondon Southend (SEN) to Olympia Grand

London Southend (SEN) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.

Weather

January 2027

Plan for the climate

Check temperatures and pack accordingly

Venue connectivity

UK mobile networks offer prepaid SIM and eSIM options for visitors; venue Wi‑Fi availability varies — confirm with the organiser.

Ride-hailing

Taxis

Public transit

Car rentals

Cultural notes

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

Business dress

Smart casual is typical at UK trade shows unless meetings require formal attire.

Arrival

Arrive early on day one for badge collection and venue orientation.

Practical guides

Visitor & Exhibitor Essentials

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

Flights

Destination: LHR

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

Transport

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

Airport → venue: Primary gateways: London Heathrow (LHR): London Heathrow (LHR) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.; London Gatwick (LGW): London Gatwick (LGW) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.; London Stansted (STN): London Stansted (STN) is the main commercial gateway serving London; allow 45–60 min by road or rail to Olympia Grand.; London Luton (LTN): London Luton (LTN) is the main comm

Hotel → venue: Precinct hotels near Olympia Grand: NOX Olympia; Hilton London Olympia; Hilton London Kensington.

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

Public transit: Check local bus/metro options for routes to Olympia Grand.

Parking: On-site parking is available at Olympia Grand; confirm daily rates and hall access on the organiser or venue site.

Weather

Plan and pack for the event climate.

Month: January 2027

Packing: January 2027

Plan your trip

Planning

Confirm UK entry requirements for your nationality and check passport validity for travel to London — Toy Fair 2027 runs at Olympia Grand from 19 to 21 January 2027.

Register online for a trade visitor badge via toyfair.co.uk/register — Toy Fair is trade-only and is not open to the general public or children aged 5 to 16.

Book flights into London Heathrow (LHR) or a second London airport — LHR is the primary gateway; LGW, STN, LTN, LCY and SEN also serve the city.

Reserve a hotel near Olympia Grand for 19-21 January 2027 — NOX Olympia (about 110 m) and Hilton London Olympia (about 220 m) are walkable to the venue.

Download the Toy Fair show guide, hall plan and exhibitor directory — Use the listing to shortlist booths before you travel.

Shortlist exhibitors by category (toys, games, hobby, educational, licensed) — Prioritise suppliers that match your retail or distribution buying needs.

Request and confirm meetings with priority exhibitors — Toy Fair typically runs 09:00 to 18:00 daily across the three days.

Plan your route to Olympia Grand by Tube, bus, taxi or rideshare — Allow extra time on day one for badge collection.

Prepare buyer requirements, meeting notes and business cards — Include budget bands and any licensing or private-label interest.

Check the January London forecast and pack layers plus a waterproof jacket — January in London is cold and can be wet; dress for walking between halls.

Arrange airport transfers from LHR or LGW to your hotel — Pre-book or check rail connections to avoid queues at peak arrival times.

On arrival, collect your badge at Olympia Grand and complete a Day 1 hall walk-through — Confirm stand locations against your shortlist before meetings begin.

Budget

Costs & budget

Build your working budget

Adjust the inputs below to create a directional event budget.

Number of nights

Estimated budget

Live estimate

Per diem × 2£150.00

Estimated total£150.00

This is a directional estimate. Please verify live rates before booking.

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

Assess how this option fits your objectives.

Best for

Independent toy retailers, buying groups, and licensing or brand managers sourcing new lines for the 2027 season at Olympia Grand.

Min. budget

$350.00

Timeline

4-6 weeks to confirm flights into LHR or LGW and a room near Olympia Grand.

Risks

January is a busy London travel period and hotel rates near Olympia rise closer to the show.

UK entry rules and any visa lead time should be checked well before booking.

Popular exhibitor meeting slots fill early, so shortlist and request meetings in advance.

exhibit

Assess how this option fits your objectives.

Best for

Toy, game, hobby and educational product makers seeking UK and European retail, distribution and licensing partners.

Min. budget

$2,200.00

Timeline

3-6 months for stand design, build and freight ahead of January 2027.

Risks

Prime hall positions at Olympia Grand are allocated early and can sell out.

Build-up and freight schedules tighten in the run-up to the show.

Missing organiser forms for electrical or rigging can delay stand readiness.

skip

Assess how this option fits your objectives.

Best for

Professionals outside the toy, game and hobby sector with no sourcing, distribution or licensing interest in January 2027.

Timeline

Not applicable if you are not attending.

Risks

Toy Fair is trade-only and excludes the general public, so consumer-focused visitors gain little.

Gallery

Photos

Official imagery from The Toy Fair 2027

Official The Toy Fair 2027 event branding

FAQs & glossary

Answers

Frequently asked

What are the opening dates and times for Toy Fair 2027?

Toy Fair 2027 will be open from 19th to 21st January 2027, with daily hours from 09:00 AM to 6:00 PM.

Is Toy Fair open to the general public?

No, Toy Fair is a trade-only event and is not open to the general public or children aged 5 to 16.

How can I register to visit Toy Fair?

You can register to visit Toy Fair through the official website at https://toyfair.co.uk/register/.

What types of exhibitors will be present at Toy Fair?

Exhibitors include toy manufacturers, game developers, licensors, and educational toy companies.

What is the venue for Toy Fair 2027?

Toy Fair 2027 will be held at Olympia Grand in London.

Where can I stay near Olympia Grand during Toy Fair 2027?

Hotels close to the venue include NOX Olympia (about 110 m away), Hilton London Olympia (about 220 m) and Hilton London Kensington (about 940 m). Booking for the 19-21 January 2027 dates is advised early.

Which airports serve Toy Fair 2027 at Olympia Grand?

London Heathrow (LHR) is the main international gateway, with London Gatwick (LGW), Stansted (STN), Luton (LTN), London City (LCY) and Southend (SEN) also serving the city. Plan onward travel to Olympia by road or rail.

Glossary

Toy Fair: An annual trade show dedicated to the toy, game, and hobby industry.
Exhibitor: A company or individual that showcases products at the trade show.
Visitor: A person attending the trade show, typically a buyer or industry professional.
Trade-only: An event that is not open to the general public and is restricted to industry professionals.
Gold Zone: A designated area at the Toy Fair showcasing new and emerging brands.
BTHA: British Toy & Hobby Association, the organiser of the Toy Fair.
Licensing: Granting a brand, character or rights owner the right to use its property on toys and games, usually in return for royalties.
Licensor: The brand, studio or rights holder that grants licensing rights to toy and game makers exhibiting at the fair.
Trade buyer: A retail or distribution professional attending Toy Fair to evaluate and purchase products for resale.
Sourcing: Reviewing and selecting new toy, game and hobby lines from exhibitors for retail or distribution.

Trust footer

Sources

References

Publishers

Date checked

British Toy & Hobby Association

Official Website
Lang: EN
event_website

Toy Fair

Instagram - Toy Fair UK
Lang: EN
event_social
LinkedIn - The Toy Fair
Lang: EN
event_social
YouTube - Toy Fair
Lang: EN
event_social

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