Companies still thinking about exhibiting next January are advised to apply soon, as space is filling up fast
With more than six months until the doors open, early exhibitor demand for Toy Fair 2027 – both from returning companies and brand new – is proving incredibly strong.
A large proportion of stand space is already allocated for next year’s event, which is returning to Olympia, London from 19–21 January 2027. The Gold Zone is sold out, and with ongoing demand from across the industry companies still thinking about exhibiting are advised to apply soon, as space is filling up quickly.
Applications can be made online at www.toyfair.co.uk.
Majen Immink, Head of Toy Fair, said: “We are very pleased with how plans for Toy Fair 2027 are progressing and the level of engagement we’re seeing from the industry at this stage. It’s fantastic to welcome back such a high number of returning exhibitors, alongside many first timers who will no doubt bring fresh ideas and energy to the show.
“The continued commitment to the show highlights the event’s importance as a place to generate business and strengthen industry connections, and we’re looking forward to welcoming everyone back to Olympia in January. With the venue redevelopments finalised, the transformed space -including a number of new restaurants, cafés hotels, bars and public spaces- will provide an enhanced backdrop for the show.”
As the first major industry event of the year, Toy Fair provides an essential platform for companies to meet face to face with existing and prospective customers, and for many it’s the first opportunity of the year to unveil brand new launches directly to a highly engaged audience. Buyers from across the full spectrum of retailers, as well as licensors, inventors, designers, media, influencers and the wider industry will attend to discover the latest products and trends.
Simon Prest, Sales Director of Orchard Toys, said: “Toy Fair is always one of the highlights of our year. The energy across the show is fantastic, and there’s no better place to strengthen relationships, meet new retail partners, and celebrate the role of learning through play. Being part of an industry that brings so much fun makes it a truly valuable event for us.”
Following a strong 2026 event, a wide range of companies from large brands through to start-ups have already committed to exhibiting in 2027, including The Lego Group, Asmodee, KTL, Jazwares, Coiledspring Games, Vivid Goliath, Just Play, tonies and many more.
Companies still considering participation are encouraged to apply as soon as possible, as demand remains high and remaining space is limited. For exhibition, general, and sponsorship enquiries, contact Majen@btha.co.uk or call 020 7701 7271.
