Toyfair
- Company typePrivate
- Founded1944
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2B
- OfferingServices
Toyfair firmographics
Firmographics- Name
- Toyfair
- Legal name
- British Toy & Hobby Association Limited
- Website
- https://toyfair.co.uk
- Company type
- Private
- Founded year
- 1944
- Operating status
- Operating
- Ownership category
- akta.pro rank
Toyfair industry classification
Industry- Product category
- Toy Trade Exhibition
- akta.pro primary industry
- Family, Kids & Education Fairs (MPAGAFAH)
Keywords
Where Toyfair is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Toyfair business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Infrastructure, Others
Revenue model
- Exhibition Stand Fees: Revenue generated from exhibitors who pay for stand space at the annual Toy Fair event. Pricing tiers include space-only, shell scheme, and shell scheme economy packages. Exhibitors pay a non-refundable 25% deposit to secure booking with balance due by specified deadlines.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Space-only stand package |
| One time/ perpetual license | Multi-year contract | Shell scheme stand package |
| One time/ perpetual license | Multi-year contract | Shell scheme economy package (Gold Zone) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Toyfair product offering
Product offeringCore offering
Toy Fair organizes the UK's largest dedicated toy, game and hobby trade exhibition, held annually over three days at the end of January at Olympia London. The event sells exhibition stand space to more than 250 toy manufacturers, distributors, and licensors, and provides free trade visitor registration for retailers, buyers, media and other industry professionals. Supporting offerings include sponsorship packages, an on-site press office, Toy Fair TV & Demo Zone coverage, an Influencer Day, the Toy Industry Awards, and Hero Toys selections.
Product overview
Toy Fair is a trade show event (not a technology product) organized by the British Toy & Hobby Association (BTHA). It is the UK’s largest dedicated toy, game and hobby trade exhibition taking place annually at Olympia London. The event features more than 200 exhibiting companies showcasing thousands of products to visitors including retailers, buyers, media and the wider industry. The show runs over three days at the end of January each year and includes exhibitions, networking opportunities, press events, and industry awards. The Toy Fair also operates a MyToyFair Blog, a members area for exhibitors, and provides visitor registration services through their website.
Differentiator
Problem solved
Functional benefit
Products and services
- Toy Fair Annual Trade Exhibition The UK's largest dedicated toy, game and hobby trade exhibition, held annually over three days at Olympia London. More than 250 exhibitors showcase thousands of products to trade visitors including retailers, buyers, media and the wider industry. Sold via tiered exhibition stand packages (space-only, shell scheme, and shell scheme economy Gold Zone).
- Toy Fair Sponsorship Opportunities
Quantifiable outcome
- More than 90% of exhibition space re-booked by returning exhibitors for 2024 show
- +2 more outcomes
Companies that use Toyfair
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles2 records
Toyfair technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Toyfair partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- KidsOutminorOfficial charity partner for Toy Fair, receiving toy donations through the annual Trolley Dash. KidsOut helps children who are victims of abuse and had to leave home, providing toy boxes. Toy Fair exhibitors donated 5,000 toys in 2023.
- Retail PRminorToy Fair's official PR agency starting from 2023, handling press office and media relations for the show.
- British Toy & Hobby Association (BTHA)coreThe BTHA is the organizing body behind Toy Fair. Established in 1944, it represents British toy manufacturers and administers the Toy Trust charity. BTHA members account for more than 80% of the UK toy market.
- Olympia LondoncoreVenue partner hosting Toy Fair annually at Olympia London, Grand, National and Upper West Halls. Venue undergoing £1.3 billion redevelopment program.
- Mojo NationminorPartnership for the Inventors Lunch networking event and Design Student Seminar, inspiring the next generation of toy designers.
- CircanaminorGlobal market research company providing annual industry data and insights on UK toy market performance, presented at Toy Fair.
- Toy Fair TV TeamminorOn-site production team featuring presenters like Maddie Moate and Gavin Inksip interviewing exhibitors throughout the three-day show.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Toyfair competitors and assessment
Company assessmentDirect peers
- Origins Game Fair: A US-based hobby games trade and consumer show run by GAMA. Comparable as a hobby/games exhibition organized by an industry trade association, attracting publishers, distributors and retailers with product launches and awards programming similar to Toy Fair.
- The Toy Association (Toy Fair New York): Operates the Toy Fair New York trade show, the leading B2B toy exhibition in North America, organized by the US industry trade association. Directly comparable business model and exhibitor base to Toy Fair, anchored by many of the same global toy brands.
- Japan Toy Association (Tokyo Toy Show): Operates the Tokyo Toy Show, Japan's leading B2B and consumer toy exhibition organized by the country's industry association. Directly comparable as a national toy trade fair with manufacturer/distributor exhibitors, awards programming and an industry association organizer structure.
- Game Manufacturers Association (GAMA): US trade association for the hobby games industry that runs the GAMA Trade Show and Origins Game Fair. Directly comparable as a hobby/games industry trade show organizer serving publishers, distributors and retailers, overlapping with Toy Fair's games and hobby segments.
- Hong Kong Trade Development Council (Hong Kong Toys & Games Fair): Runs the Hong Kong Toys & Games Fair, one of Asia's largest B2B toy trade exhibitions. Comparable as a major international B2B toy show attracting manufacturers, distributors and licensors with the same exhibitor profile as Toy Fair.
- Spielwarenmesse eG (Nuremberg International Toy Fair): The world's leading B2B toy trade fair held annually in Nuremberg, Germany. Directly comparable as the dominant global toy, game and hobby exhibition serving the same manufacturers, distributors and retailers that exhibit at Toy Fair (e.g. LEGO, Hasbro, Spin Master).
- UK Games Expo: The UK's largest hobby games convention, including a dedicated trade day for publishers, distributors and retailers. Comparable as a UK-based B2B-adjacent games and hobby exhibition overlapping with Toy Fair's games and hobby product segments.
Emerging players
- Brand Licensing Europe: A leading European B2B licensing trade show (operated by Informa) covering toy, entertainment and brand licensors. Comparable as a sister B2B exhibition serving a subset of Toy Fair's exhibitor base (licensors, manufacturers) with overlapping buyers and exhibitor rosters.
Broad incumbents
- NürnbergMesse: Major German exhibition organizer that runs Spielwarenmesse and other consumer goods and hobby events. Comparable as an incumbent trade fair venue and organizer whose infrastructure and event portfolio overlap with Toy Fair's toy, game and hobby category.
- Messe Frankfurt (Consumer Goods fairs): One of the world's largest trade fair operators, running consumer goods and lifestyle exhibitions such as Ambiente. Comparable as a large incumbent trade show operator with multi-vertical event portfolios and venue partnerships, contrasting with Toy Fair's single-event focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Toyfair social profiles
Digital presenceToyfair financial estimates
Financial estimateRevenue estimate
Valuation estimate
Toyfair leadership team
Management profileNumber of profiles
Profiles4 records
Toyfair funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Toyfair M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Toyfair
What does Toyfair do?
Toy Fair organizes the UK's largest dedicated toy, game and hobby trade exhibition, held annually over three days at the end of January at Olympia London. The event sells exhibition stand space to more than 250 toy manufacturers, distributors, and licensors, and provides free trade visitor registration for retailers, buyers, media and other industry professionals. Supporting offerings include sponsorship packages, an on-site press office, Toy Fair TV & Demo Zone coverage, an Influencer Day, the Toy Industry Awards, and Hero Toys selections.
Is Toyfair a public or private company?
Toyfair is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Toyfair founded?
Toyfair was founded in 1944.
Where is Toyfair based?
Toyfair is headquartered in London, United Kingdom, in the Europe region.
How does Toyfair make money?
One revenue line is on record: exhibition Stand Fees.
Who are Toyfair's main competitors?
Direct peers on record are Origins Game Fair, The Toy Association (Toy Fair New York), Japan Toy Association (Tokyo Toy Show), Game Manufacturers Association (GAMA), Hong Kong Trade Development Council (Hong Kong Toys & Games Fair), Spielwarenmesse eG (Nuremberg International Toy Fair) and UK Games Expo. Brand Licensing Europe is listed as an emerging player. Broad incumbents are NürnbergMesse and Messe Frankfurt (Consumer Goods fairs).
Does Toyfair have an API?
No public API is recorded for Toyfair.
What industry is Toyfair in?
Toyfair's product category is Toy Trade Exhibition. Its primary akta.pro industry code is MPAGAFAH, Family, Kids & Education Fairs.