Women Talking Visits Toy Fair 2026: Where Classic Play Meets Brilliant Innovation.
There’s something quietly magical about stepping into a space entirely dedicated to play — and Toy Fair 2026 did not disappoint.
Held annually at the end of January at Olympia London, Toy Fair is the UK’s largest dedicated toy, game and hobby trade show, welcoming more than 250 companies and showcasing thousands of products. From heritage brands we’ve grown up with, to inventive newcomers hoping to make their mark, the energy across the halls was a reminder that the toy industry is constantly evolving — and thriving.
Walking the floor, it was impossible not to feel a sense of nostalgia mixed with excitement. We saw timeless classics reimagined for modern families, alongside bold, playful concepts designed to reflect today’s world — from emotional wellbeing and STEM learning to pure silliness (yes, fart books and peeing puppies included).
Celebrating the Hero Toys of 2026
One of the highlights of our visit was the unveiling of Toy Fair’s Top 30 Hero Toys for 2026, revealed by the British Toy & Hobby Association (BTHA) and hosted by presenter Gavin Inskip on 20 January at Olympia.
Curated by a panel of independent retailers with years of hands-on buying experience, these 30 toys were selected from hundreds of submissions. Together, they offer a snapshot of what’s set to shape play in the year ahead — creativity, connection, value, and joy.
The Hero Toys span all ages and interests, covering construction, games and puzzles, collectibles, arts and crafts, soft toys, STEM and outdoor play. What stood out most was the balance: products that spark imagination, encourage learning, support emotional wellbeing, and — crucially — remain accessible during ongoing cost-of-living pressures.
Prices start from just £1.99, with over a third of the Hero Toys priced at £15 or under, and an average price of £27 — proof that great play doesn’t have to come with a hefty price tag.
Licensed Play & Cultural Moments
Licensed toys are set to be one of the biggest growth areas for 2026, fuelled by a packed calendar of global sporting events and blockbuster entertainment releases. With the FIFA World Cup 2026™ on the horizon, alongside upcoming films such as Toy Story 5 and Super Mario, brands are tapping into shared cultural moments that bring families together.
Among the Hero Toys are standout licensed products from Star Wars, Disney, Peaky Blinders and more — blending familiarity with fresh, playful design.
The Hero Toys for 2026
Below is the full list of Toy Fair’s 30 Hero Toys for 2026, including those available now and those launching throughout the year:
Available Now
- Fuggler Fugg Stars 9-Inch Plush by ZURU – £14.99
- FIFA WORLD CUP 2026™ Ballers by ZURU – £9.99
- NeeDoh Jelly Hops – £6.99
- Sylvanian Families Citrus Bird Juice Stand – £39.99
- Scratch and Sniff – Under the Sea Fart Book – £8.99
- LEGO Botanicals Tulip Bouquet – £54.99
- LEGO® Minecraft Mini Biomes – £54.99
- PLAYMOBIL ESA: Mars Research Rocket – £49.99
- Hex Bots Skitter Bots – £9.99
Launching Throughout 2026
- Smart Games – Hansel & Gretel – £19.99
- Race Across the World Card Game – £12
- Style 4 Ever Mini Camera Bag Charm Kit – £14.99
- Star Wars R2-D2 Magnetic Dartboard – £24.99
- Peaky Blinders Case File – £22.99
- Potions Lab – £19.99
- Casdon Heartbrands Ice Cream Parlour – £30
- Mega Cat Project – One Piece – £15
- Squeezy Sitting Highland Cow Stress Toy – £1.99
- Disney YuYus (Stitch & Pooh) – £14.99
- Emotional Support Pals Highland Cows – £14.99
- CONNETIX 48 Piece Pastel Portal Pack – £79
- Giftie Badge Maker – £34.99
- Care Bears Caring Cuties – £12.99
- Ravensburger Vase 3D Puzzle – £14.99
- Scan & Learn Checkout – £34.99
- ZipString Aracna – £29.99
- Hot Wheels Racer Ride-On – £64.99
- Pup-Pee Showdown – £19.99
- Butt Face – Chester Cheeks – £24.99
- Jelly Blox Squish Train Set – £39.99
Why Toy Fair Still Matters
Toy Fair isn’t just about what’s trending — it’s about the value of play itself. From pocket-money treats to statement gifts, the Hero Toys reflect an industry that continues to adapt, innovate and respond thoughtfully to families’ needs.
As Rebecca Deeming-Mitchell from the BTHA shared, this year’s selection highlights creativity, resilience and play-led design — qualities we felt throughout our visit.
Leaving Olympia, we were reminded that toys are far more than products. They’re tools for imagination, comfort, learning and connection. And if Toy Fair 2026 is anything to go by, the year ahead is set to be a joyful one for play — in all its wonderfully weird, heartfelt and creative forms.
Poppy Watt