The UK toy market concentrates product launches and wholesale buying at the end of January in London. Three days at Olympia let manufacturers, distributors and buyers inspect ranges and close orders for upcoming selling seasons.
Practical information for The Toy Fair 2027
The Toy Fair 2027 runs from 19 to 21 January 2027 at the Olympia Exhibition Centre across the Grand, National and Upper West Halls. Visitor registration opened on 8 October 2026 and the event provides an official app to view exhibitors, the interactive floorplan and book meetings.
The show does not admit the general public or children aged 5 to 15. Exhibitor support materials on the site include stand options and show manuals.
Key numbers
- Exhibitors: more than 200 as stated in event materials.
This figure helps measure the commercial density and the variety of product lines on display.
Sectors and exhibitor profile
Exhibitors cover toys, board games, hobby items and licensed merchandise. Stand formats listed include Gold Zone, shell scheme and self-build, allowing brands to choose setups that match their visibility and budget requirements.
Attending buyers include independent retailers, chain buyers and trade press. The exhibitor list in the app can be filtered by product type to plan targeted visits.
Program highlights
The organisation provides a planning app and several stand options to accommodate companies of different sizes. Recent editions featured initiatives such as the Hero Toy Awards and student design activity, which are referenced in the event documentation.
B2B prospecting and practical tips
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Pre-schedule meetings. Use the app to shortlist 60 to 80 target contacts and secure 20-minute slots to avoid time wasted on the floor.
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Prepare core materials. Bring concise product sheets, price lists and compact demos or samples that can be shown in under a minute.
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Tailor your pitch. Create a 30-second pitch for retailers and a different version for distributors, highlighting margin, lead times and reorder terms.
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Team roles. Assign responsibilities at the stand for closing deals, demos and lead capture. Implement a simple lead form that captures essential follow-up data.
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Follow-up plan. Schedule thank-you messages and proposals within 72 hours, including links to digital catalogues and any show-specific terms agreed.
These steps shorten on-site decision cycles and increase the conversion rate from meetings to orders.
Closing note and next step
For companies in toys and hobby merchandise The Toy Fair 2027 is a moment to validate ranges and secure purchase orders at the start of the year. Check exhibitor lists, stand options and the official planning tools on the event website http://www.toyfair.co.uk and enter the show with a prioritized prospect list and a clear follow-up routine.
