Held annually at Olympia, London, the Toy Fair is strictly a ‘trade-only’ event, tailored specifically for retail buyers, licensors, media, inventors, and industry professionals, excluding the general public and usually children, due to safety precautions around prototypes.
Spanning three days from January 20 to 22, 2026, the Toy Fair promises to be an expo of the latest trends and innovations across the toy and game industry.
Registering early, trade professionals can expect to meet over 250 exhibiting companies showcasing toys, games, hobbies, and licensed products in the expansive halls of Olympia.
The event serves as a hub for networking, product launches, show-only deals, and invaluable industry insights.
Toy Fair 2026, marking the 72nd edition of the exhibition, continues to play a pivotal role as the annual opener for the UK toy business calendar.
Beyond showcasing the latest trends and releases in the industry, the event acts as a platform for trade professionals to plan their buying year ahead, often setting the tone for toy and game trends all year round.
It is also where retailers strategise their spring/summer buying, and where major media coverage and product launches often make their debut.
The anticipated display trends, as seen in early previews, include educational and hands-on kits reflecting a strong future for STEM toys and creative play.
Additionally, collectible figures, blind boxes, and licensed IP (TV/film/animation) are expected to gain traction.
Board games, puzzles, and hobbyist kits are also anticipated to take centre stage, particularly as adults increasingly embrace ‘play’ beyond kids.
Functioning as the vital calendar event for the UK toy industry, the Toy Fair unites manufacturers, retailers, licensors, and inventors for three days of product discovery, industry insight, and impactful networking.
Media personnel, similarly, find value in the press-accredited and media-friendly environment of the event, full of opportunities for photography, video content, product demonstrations, and interviews.
With exhibitor slots already selling out, especially in the high-demand ‘Gold Zone’, exclusive early signs reveal a surge of industry interest.
Around 40 new companies are expected to join longstanding exhibitors, refreshing the floor with novel ideas and innovative products.
Covering industry trends, consumer interests, and category growth across numerous aspects including toys, games, STEAM, collectibles, and licensed items, the fair provides a valuable overview of the market.
As the Toy Fair steps into its 72nd year, with slots selling out rapidly and new companies set to enhance the variety of products available.
The British Toy and Hobby Association (BTHA)-organised show continues its legacy as the key player in setting the tone for the toy industry for the year ahead.
It marks the beginning of a vibrant year in toys, games, and hobbies, carrying the potential to shape how we, and especially our youngest generations, play, learn, and grow.
