Trentod y s, s & trade Rebecca Deeming-Mitchell, Senior Communications & Events Manager at British Toy & Hobby Association shares the insider insights of Toy Fair 2026 Tell us a bit about what we can expect from Toy Fair this year? Toy Fair 2026 is just around the corner and promises to be an exciting showcase for the industry. We’re now just three months away from opening the doors of Olympia and we have more than 200 exhibiting brands looking forward to presenting their brand-new products to visitors, buyers, licensors and media in attendance. The show will run from Tuesday 20th through to Thursday 22nd January 2026 and will span multiple halls - the Grand Hall, National Hall, and a section of the Upper West Hall. This expansive layout provides a great opportunity for networking and establishing connections between the whole industry. This year, for the very first time, we’re introducing the Toy Fair app, which will help encourage seamless networking opportunities between all of those attending the show, across exhibitors and visitors. Anybody who downloads the app can pre-schedule meetings to make connecting easier. Toy Fair is a one stop shop for all those in the games, toys and hobby industry. The app provides all of the information attendees require in one place including exhibitor lists, floor plans, exclusive show offers, sponsor information and event schedules. An interactive element of the floor plans will also assist visitors to navigate around the show. What new companies are you excited to welcome to the Toy Fair family this year? Every year at Toy Fair we’re thrilled to welcome a mix of new exhibitors to the show floor. This year we have over forty new companies attending Toy Fair for the very first time, each bringing unique product offerings and innovation to the halls of Olympia. From competitive party games and board games to educational books and children’s sporting equipment, the new companies in attendance cover a wide section of the toy industry, and we’re looking forward to seeing what they showcase on their stands. We’re excited to welcome Bitter Rivals; the game company behind the boardgame of the same name, CORE Action Sports; designers of stunt scooters, skateboards and protective gear for action sports enthusiasts alongside Educating AMY; developmental specialists merging science and play, along with many other new faces. Fresh innovation will also come from Little Acorn Games, Gen42 Games and book specialists Jo & Nic’s Crinkly Cloth Books, who are all set to showcase their latest launches and bestsellers. What stalwarts can we expect to return to Toy Fair this year? It’s always encouraging to see exhibitors return to the show time and time again, and this year is no different. We look forward to seeing some of our industry stalwarts again this year, including The LEGO Group, the global brand behind the bricks that inspire creativity, imagination, and hands-on learning through play; Vivid Goliath, the developers, manufacturers and distributors whose portfolio is brimming with a plethora of products and whose mission is to inspire and connect families and young minds; Playmobil, the creators behind the detailed playsets and figures that encourage imaginative role-play and storytelling in children; Orchard Toys, whose educational games and puzzles help children learn whilst they play; Skillmatics, helping children build core skills through playful, learn‑through‑play experiences and Jazwares; designing and manufacturing plush toys and licensed own-brand toys including including the viral Squishmallows line, to name just a few. What should visitors do in preparation for the show? To get the most out of this year’s show, visitors should first head to the Toy Fair website, where they will find a full list of exhibitors lined up for 2026, and register to attend the show. Regularly checking social media channels as well as the website ahead of the show is always advised and with the introduction of our app, visitors are able to plan their schedule in advance. All those who download the app in advance will be able to access vital exhibitor information, press releases and FAQs whilst managing meeting schedules efficiently to make the most of every minute. With the right level of pre-event planning, each visitor will get the most out of Toy Fair. Visitors can also view the online exhibitor listing on the Toy Fair website, for a more detailed look at the products that our exhibitors will be showing. There are lots of amazing exhibitors to get through across the three days, so make sure to plan accordingly. IN BRIEF: Who: Toy Fair, www.toyfair.co.uk Where: Olympia, London When: 20-22 January, 2026 36
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