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- 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
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.
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
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.
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
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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