Toy companies are encouraged to book their space early, with incentives available until mid-May
Applications for exhibition space at Toy Fair 2027 are now officially open via the Toy Fair website.
Organised by the British Toy & Hobby Association (BTHA), Toy Fair will once again return to Olympia, London, from the 19-21 January 2027, for three dynamic days of business, networking and product discovery.
As the UK’s largest toy trade exhibition of the year, Toy Fair offers toy, game and hobby manufacturers and distributors a prime opportunity to unveil their newest launches and upcoming ranges face-to-face with a diverse audience. Buyers, licensors, inventors, media and wider industry professionals gather under one roof, creating an unrivalled environment to spark new partnerships and strengthen established relationships.
Majen Immink, Head of Toy Fair, said: “Toy Fair 2026 marked a positive step forward for the industry, with a sense of optimism returning to the halls through an impressive lineup of exhibitors and a vibrant audience of visitors. We are excited to build on the momentum at Toy Fair 2027. We have already seen significant interest in stand bookings and anticipate a high number of returning exhibitors, so I would urge companies considering exhibiting to submit their applications as soon as possible.”
Exhibitors can choose from three stand options to suit their objectives and budget: space-only, shell scheme, or a shell scheme economy package within the Gold Zone, an area designed to champion smaller, up-and-coming companies. Full package details and prices can be viewed here.
Anticipation is already building for 2027, with strong early interest from returning and new exhibitors alike. Companies are encouraged to apply early and those who pay a 25 per cent deposit by 15 May will benefit from a three per cent early booking discount applied to their balance invoice.
The event draws toy companies both big and small, new and established from across the industry. Jacqueline Taylor-Foo, General Manager UK & Ireland at James Galt & Co Ltd, said the show is a “great opportunity to meet so many connected industry partners”.
“This year we felt was one of our best: the atmosphere and opportunities were brilliant and we’re already marking our diaries for 2027,” she added.
To apply for a stand, please click here. For more information on exhibiting and sponsorship, contact majen@btha.co.uk or call the team on 020 7701 7127. Visitor registration will open in October.
