The 10 Best Toy Fairs and Toy Industry Shows in 2027

1Nuremberg International Toy Fair

Nuremberg International Toy Fair ranks first because it is the world's largest toy industry trade show, drawing roughly 2,800 exhibitors from over 60 countries across 170,000 square meters of exhibition space. Held each January in Nuremberg, Germany, it sets the global product calendar, with Spielwarenmesse unveiling the ToyAwards and TrendGallery themes that shape retail buying for the year. No other show matches its combination of scale, press attendance, and order-writing volume.

It is built for manufacturers, distributors, and large retail buyers rather than the general public, since admission is trade-only and four days are rarely enough to cover every hall. Smaller brands trade away booth visibility against the massive halls dominated by Lego, Mattel, and Hasbro, and travel plus hotel costs in January are steep. Compared to the New York Toy Fair below it, Nuremberg is broader internationally but closed to consumers.

2New York Toy Fair

New York Toy Fair ranks second as North America's definitive toy trade event, traditionally staged at the Jacob K. Javits Convention Center in Manhattan each February with over 1,000 exhibiting brands. It hosts the Toy of the Year Awards and draws roughly 30,000 industry professionals, including buyers from Walmart, Target, and Amazon. Its Manhattan location makes it the easiest major show for US retailers to attend.

It suits American toy companies, licensing executives, and media seeking domestic press coverage, though it is trade-only and offers less international reach than Nuremberg. Exhibitors trade away some global buyer traffic for proximity to the US market. Compared with Nuremberg above, it is smaller and more regionally focused, but far more convenient for North American attendees.

3Spielwarenmesse

Spielwarenmesse ranks third as the annual German trade fair brand operated by the same Nuremberg organizers, functioning as the umbrella identity for the January Nuremberg event and its international spinoffs. It publishes the annual ToyTrends report and runs the Spielwarenmesse Digital platform, extending exhibitor reach beyond the physical halls. Its TrendGallery showcase highlights roughly a dozen emerging product categories each year.

It is aimed at exhibitors and buyers who want year-round industry data and digital matchmaking rather than a single week of meetings. Smaller companies trade away the physical booth intimacy of a regional show for access to a global audience. Compared to the New York Toy Fair above, Spielwarenmesse is more data- and trend-driven, but its digital tools matter less to buyers who only attend one in-person event.

4Hong Kong Toys and Games Fair

Hong Kong Toys and Games Fair ranks fourth as Asia's largest toy trade event, organized by the Hong Kong Trade Development Council each January at the Hong Kong Convention and Exhibition Centre. It draws more than 2,000 exhibitors and around 50,000 buyers, with strong representation from mainland Chinese manufacturers. Its proximity to Shenzhen factories makes it the key sourcing show for private-label and OEM toy production.

It is essential for sourcing agents, importers, and retailers who manufacture in Asia, rather than for consumer-facing brand marketing. Attendees trade away Western brand showcases for direct factory access and lower-cost sourcing. Compared with Spielwarenmesse above, it is more production- and supply-chain-oriented, while Nuremberg remains stronger for branded consumer launches.

5Tokyo International Toy Show

Tokyo International Toy Show ranks fifth as Japan's leading toy trade exhibition, organized by the Japan Toy Association and typically held in Tokyo each June with several hundred exhibitors. It showcases Japanese design innovation, from capsule toys and model kits to character merchandise tied to anime and manga licenses. The show anchors the domestic market where Bandai, Takara Tomy, and Sanrio dominate.

It is best for companies seeking Japanese licensing partners or entry into the Japanese retail market, which has distinct distribution and packaging norms. Western exhibitors trade away broad international buyer traffic for deep access to one of the world's most brand-loyal toy markets. Compared to the Hong Kong fair above, Tokyo is smaller and more design- and license-focused than sourcing-focused.

6London Toy Fair

London Toy Fair ranks sixth as the UK's largest dedicated toy trade show, held each January at Olympia London and organized by the British Toy and Hobby Association. It hosts around 250 exhibitors and roughly 8,000 visitors, including UK retailers such as Smyths, Argos, and The Entertainer. Its compact three-day format is popular with buyers who want efficient meetings without long travel.

It is tailored to UK and Irish retailers, distributors, and press, with no public admission. Exhibitors trade away the international buyer pool of Nuremberg for concentrated access to the British market. Compared with the New York Toy Fair above, London is significantly smaller but easier to navigate and closer for European attendees.

7Australian Toy Hobby and Licensing Fair

Australian Toy Hobby and Licensing Fair ranks seventh as the Southern Hemisphere's main toy trade event, held annually in Melbourne and organized by the Australian Toy Association. It combines toys, hobbies, and licensing under one roof, drawing several hundred exhibitors and buyers from Australia and New Zealand. Its timing in late February or March aligns with the region's retail buying cycle.

It is aimed at Australian and New Zealand retailers, licensors, and distributors who cannot easily attend European or American shows. Exhibitors trade away global reach for focused regional relationships and lower shipping costs. Compared to the London Toy Fair above, it is smaller but serves an entire continent with almost no competing trade event.

8Toy Fair Dallas

Toy Fair Dallas ranks eighth as a regional US trade show produced by the Toy Association, typically held in the fall at Dallas Market Center. It focuses on holiday and spring buying for independent retailers, gift shops, and specialty stores across the central and southern United States. Its timing lets buyers place orders closer to the selling season than February shows allow.

It is designed for independent and regional retailers rather than mass-market buyers, who typically commit earlier at New York Toy Fair. Exhibitors trade away national media attention for direct order-writing with smaller accounts. Compared to the New York Toy Fair above, Dallas is more intimate and timing-flexible but lacks its international exhibitor base.

9Spiel Messe Essen

Spiel Messe Essen ranks ninth as the world's largest public consumer toy and game fair, held each October in Essen, Germany, with over 1,000 exhibitors and roughly 200,000 visitors. Unlike trade-only events, it welcomes families and hobbyists, making it the premier venue for board game and tabletop launches. Its game designer showcases and demo tables drive word-of-mouth for new titles.

It is built for consumers, game publishers, and hobby retailers rather than mass-market toy buyers. Exhibitors trade away trade-only efficiency for enormous public foot traffic and direct player feedback. Compared to the Nuremberg fair above, Essen is consumer-facing and game-centric, while Nuremberg remains the professional product-ordering show.

10Canadian ToyCon

Canadian ToyCon ranks tenth as a Canadian toy and collectibles convention, held in the Toronto area and combining dealer tables with fan events and guest signings. It attracts hundreds of vendors selling vintage toys, action figures, and collectibles alongside newer releases. Its convention format gives smaller sellers and hobbyists a low-cost entry point into the toy show circuit.

It is aimed at collectors, hobbyists, and small dealers rather than large retail buyers or manufacturers. Participants trade away corporate trade-show infrastructure for a fan-driven atmosphere and direct consumer sales. Compared to Spiel Messe Essen above, Canadian ToyCon is far smaller and collectible-focused, but offers a more accessible regional alternative for Canadian enthusiasts.

How we ranked these

We ranked 2027's toy fairs and industry shows by weighting four measurable factors: verified exhibitor counts from prior editions, buyer attendance density (retail buyers per exhibitor), international reach across continents, and deal-flow relevance to toy, game, and licensing categories. Trade-only events scored higher than hybrid consumer shows. We also factored venue capacity, historical growth trajectory, and whether organizers publish audited attendance figures.

We deliberately ignored booth pricing, marketing spend, and social media buzz, since these reward deep-pocketed organizers rather than genuine buyer access. Consumer-facing foot traffic was excluded because it dilutes wholesale meetings. We also skipped subjective awards, celebrity appearances, and sponsor logos, none of which help a toy company decide where to spend a finite travel budget in 2027.

What to look for

What matters most is whether your category is actually represented: a plush maker gains little from a show dominated by electronics. Check the exhibitor list from the prior edition, count direct competitors, and confirm major retailers attend as buyers, not just browsers. Timing relative to your product development cycle matters too, since January shows favor holiday 2027 line reviews.

The mistake most buyers make is choosing the biggest show by square footage rather than the one with the highest buyer-to-exhibitor ratio. A smaller regional fair with 400 qualified retail buyers can outperform a mega-event where you compete with 3,000 booths for attention. Book meetings before the show, not on the floor.

Related questions

What is the largest toy industry trade show in the world?

The Nuremberg International Toy Fair, held annually in Germany, is generally considered the largest, drawing roughly 2,800 exhibitors and tens of thousands of trade visitors from over 100 countries. Its January timing makes it the first major global buying moment of the year for toys, games, and hobby products.

When is Toy Fair New York held in 2027?

Toy Fair New York typically runs in late January or February at the Javits Center. The Toy Association organizes it as a trade-only event for retailers, licensors, and press. Confirm exact 2027 dates directly with the Toy Association, since the show shifted its schedule in recent years.

Are toy fairs open to the public?

Most major toy industry shows are trade-only, meaning you need a business license, retail credentials, or press badge to enter. A few events, like some European consumer fairs, sell public tickets on specific days. Always verify admission rules before booking travel, because trade-only enforcement is strict.

Which toy show is best for small toy companies?

Smaller regional and niche shows often deliver better returns for startups than mega-fairs. Look for events with lower booth costs, dedicated new-product zones, and matchmaking programs. Regional gift and specialty toy shows in the US and Europe frequently give small brands direct access to independent retailers without competing against global giants.

What is the difference between a toy fair and a licensing expo?

Toy fairs focus on finished physical products sold to retailers. Licensing expos, such as Licensing Expo in Las Vegas, focus on intellectual property rights, brand extensions, and character licensing deals. Many toy companies attend both, using toy fairs to sell goods and licensing events to secure character rights.

How far in advance should I book for a toy trade show?

Book booth space six to twelve months ahead, since prime floor locations sell out early. Hotel rooms near major venues like Nuremberg or the Javits Center should be reserved as soon as dates are announced, often nine months out. Meeting schedules with key buyers should be locked in three to four weeks before opening day.

Do toy fairs generate real wholesale orders?

Yes, but the largest orders usually close after the show, not on the floor. Buyers use fairs to evaluate ranges, compare pricing, and shortlist vendors. Companies that follow up within one week with samples, terms, and shipping timelines convert far more leads than those relying on booth conversations alone.

What should I bring to a toy industry trade show?

Bring product samples that can be handled, clear wholesale price sheets, minimum order quantities, lead times, and compliance certificates such as CE or ASTM documentation. Also pack a lead-capture system, business cards, and a follow-up plan. Buyers increasingly ask about sustainability credentials and packaging recyclability on the spot.

FAQ

How many major toy fairs happen worldwide each year?

There are roughly 20 to 30 significant toy and game trade events globally, with the biggest concentrated in Germany, the United States, Hong Kong, China, and the United Kingdom. Dozens of smaller regional and specialty shows fill out the calendar, giving exhibitors options across every quarter.

Is the Hong Kong Toys and Games Fair worth attending?

Yes, particularly for sourcing and manufacturing contacts. Organized by the Hong Kong Trade Development Council, it draws strong Asian supplier representation and international buyers. It is especially useful for companies seeking OEM manufacturing partners, component suppliers, or lower-cost production rather than Western retail buyers.

Which toy show has the most international buyers?

Nuremberg consistently ranks highest for international buyer diversity, with attendees from over 100 countries. Its central European location and January timing make it the default global meeting point. Spielwarenmesse organizers publish detailed post-show attendance breakdowns by country, which helps exhibitors assess fit.

Can I attend a toy fair without exhibiting?

Yes. Most trade fairs sell visitor or buyer badges separately from exhibitor space. Attending as a visitor is a common, lower-cost way to scout competitors, meet suppliers, and test whether a show justifies a booth the following year. Register early, since buyer verification can take time.

What are the best toy shows in the United States?

Toy Fair New York is the largest US trade event. Beyond it, Dallas Toy Preview, the ASTRA Marketplace and Academy, and the Chicago Toy and Game Fair serve different segments. Specialty, educational, and outdoor toy categories each have dedicated regional shows worth evaluating against your buyer profile.

How much does it cost to exhibit at a toy fair?

Costs vary widely. A small regional show might charge a few hundred to a few thousand dollars for a booth, while major international fairs can exceed ten thousand dollars for raw space, before build, travel, and staffing. Total budgets often run two to four times the booth fee.

Are virtual toy trade shows still relevant in 2027?

Virtual components persist as supplements rather than replacements. Digital catalogs, video meetings, and hybrid appointment systems extend reach for buyers who cannot travel. However, physical fairs remain dominant for hands-on product evaluation, which is essential for toys, where touch, sound, and play value drive purchase decisions.

What trends will dominate toy industry shows in 2027?

Expect heavy emphasis on sustainability, recycled packaging, STEM and coding toys, collectibles, and licensed entertainment tie-ins. Retailers are also prioritizing products with strong online content support. AI-enabled toys and screen-free play categories will likely occupy prominent floor space at major 2027 events.

Do I need a visa to attend international toy fairs?

It depends on your nationality and destination. US citizens attending Schengen-area shows like Nuremberg generally do not need a visa for short business trips. Attendees from many other countries do. Apply at least two to three months ahead, and carry an invitation letter from the show organizer.

How do I choose between two toy fairs on the same date?

Compare buyer lists, not booth counts. Check which retailers and distributors attended each event last year, whether your direct competitors exhibit, and how many qualified meetings you could realistically book. If overlap persists, split your team or alternate years rather than skipping both.

Sources

• https://www.spielwarenmesse.de/en/
• https://www.toyassociation.org/
• https://www.hktdc.com/
• https://www.licensingexpo.com/
• https://www.astra.org/
• https://www.chitag.com/
• https://www.kidscreen.com/
• https://www.toyworldmag.co.uk/

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