TRENDS, TOYS & TRADE Craft Focus chats with Rebecca Deeming-Mitchell, Senior Communications & Events Manager at British Toy & Hobby Association all about 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 two 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 craft products can be expected at Toy Fair 2026? The craft sector continues to be an essential part of the toy landscape at Toy Fair and this year is no exception. We’re pleased to welcome a whole host of craft-focused exhibitors to Toy Fair 2026 with innovation at their core. Some of those exhibitors include; Craft Buddy; specialists in premium arts and crafting kits alongside Creative Scavenger who combine nature with art to spark curiosity, outdoor play and innovation. SES Creative will also be onboard focusing on fun craft kits and developmental learning whilst Paper Engine is expected to showcase a range of tactile pop‑up books. Paper Projects will also be bringing children’s favourite characters to life in engaging sticker packs and stationery essentials. Visitors can expect to see a wide variety of additional exhibitors with craft ranges. 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 40 new companies attending Toy Fair for the very first time, each bringing 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 30
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