Toy Fair achieves highest re-booking rate in many years

Published on: 19th July 2023

Toy Fair announces that it is 90% full, with the ground floor and Greenhouse area are both sold out and exhibition areas potentially expanding.

Toy Fair, celebrating its 70th anniversary in 2024, has attained its highest re-booking rate in many years with more than 90% of the exhibition space being re-sold to returning exhibitors. With approximately six months still to go, the show has also received more than 60 new applications, some from companies returning after a period of absence, some brand new.

The British Toy and Hobby Association’s head of Toy Fair, Majen Immink, commented: “We are blown away by the support and loyalty the show continues to receive from its returning exhibitors. It’s incredible to achieve such a high rate of re-bookings especially in the current climate, which reaffirms the value and importance the industry places on the fair.”

Exhibitors looking to repeat a successful 2023 showing earlier this year include renowned companies such as Golden Bear, Vivid Goliath, Lego, Ty, Hasbro UK, Orchard Toys, Zapf Creation, Basic Fun!, Character Options and Funko, amongst many others.

Longstanding exhibitor, Emma Weber of Vivid Goliath said: “UK Toy Fair is always a key part of the calendar for Vivid Goliath. All our retailer partners attend the show and it allows us the perfect opportunity to display the entire portfolio across toys, games and Crayola for retailers to see our extensive ranges. We also see Toy Fair as a great point in the calendar to meet with our licensor, inventor and media partners.”

To view other previous exhibitor testimonials, click here

Toy Fair, the largest dedicated toy, game and hobby trade show in the UK, returns to Olympia London from 23rd-25th January 2024, across the Grand and National Halls (including both galleries), with the entire ground floor and popular Greenhouse area for smaller companies already sold out.

The event provides a perfect platform for exhibitors to meet face to face under one roof, with an extensive range of visitors including the full spectrum of retailers, licensors, media, influencers, inventors and designers, whilst networking with industry colleagues, building new partnerships and enhancing current relationships.

Majen said: “We continue to work hard to maintain the event’s relevance and hugely appreciate and acknowledge this ongoing support as we reflect back on the success of the past 70 years of Toy Fair. With many new applicants still to allocate and considerable ongoing enquiries, we are working with the venue throughout the redevelopments with regards to possible expansion of the show’s footprint in order to accommodate the growing appetite for space.”

The team says it looks forward to welcoming the industry back in January and celebrating the show’s 70th year by creating some nostalgic moments. “Everyone is also eager to witness the many incredible new products launching at the show and throughout 2024,” added Majen.

The popular Greenhouse area, dedicated to smaller and up-and coming toy companies, is once again sold out with six months to go. Located in the Grand Hall, the Greenhouse is a hub of creativity, and exciting new product launches, which has a community feel where Greenhouse exhibitors offer support and tips to one another as many look to break into the toy industry for the first time.

Greenhouse returnee, Nazneen Yasin of Fabula Toys, said: “2024 will be our third year at Toy Fair. Our first two visits have been hugely successful, and we have had many exciting partnerships arise out of it. The Greenhouse represents innovation, newness, ambition and hunger. The Toy Fair holds a very emotional place in our hearts – and we can’t imagine having to miss it.”

Companies still considering exhibiting are encouraged to apply as soon as possible to avoid missing out.  Apply online here. For exhibitor and sponsorship enquiries, contact or phone 020 7701 7271.

Visitor registration will open in early October; to stay up to date with the latest Toy Fair news, follow Toy Fair on Twitter and Instagram @ToyFairUK and visit

Team Toy World will see you there!


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