Wholesale Card Games at The Toy Fair 2026

Wholesale Card Games exhibited at The Toy Fair 2026 at Olympia Grand, National and Upper West Halls in London from Tuesday 20th to Thursday 22nd January. The event marked our first Toy Fair and only our second convention to date, making it a significant milestone for us as an independent, family-run publisher.

We exhibited across all three days at Stand B43, using the show as an opportunity to increase brand exposure, build new distribution channels, and strengthen relationships already forming within the industry.

Attending The Toy Fair for the first time gave us direct access to a wide cross-section of the games industry. Across the three days, we spoke with independent retailers, national and international distributors, manufacturers, suppliers, and members of the press.

The stand saw a steady and consistent flow of visitors throughout the event, with most conversations turning into meaningful discussions rather than brief introductions. For a first appearance at Toy Fair, this level of engagement exceeded our expectations.

Our full product range was on display, allowing visitors to see how our catalogue works as a cohesive offering rather than isolated titles.

Games showcased included:

• Guess That Noise

• Guess That Noise Vol 2

• Guess That Action

• Guess That Doodle

• Sneaky Goose

• Spooky Goose

• 2 Player Games for Kids

• Cursed Tides

• Punchy Kicky

Guess That Doodle and 2 Player Games for Kids were presented as new releases, giving buyers a first look at how these titles sit alongside our existing range.

The Guess That series and Sneaky Goose consistently attracted the most attention, particularly from retailers looking for easy-to-demonstrate games with broad appeal. Titles such as Cursed Tides and Punchy Kicky received more mixed reactions, often due to them targeting more specific audiences.

Visitors were encouraged to play demos, explore the full range on display, and speak directly with the team, including directors and designers. This direct access helped conversations move quickly from product features to retail suitability.

We provided samples to distributors, members of the press, and other publishers, allowing them to review products beyond the show floor. Influencers and content creators also recorded and photographed games during the dedicated influencer day.

Retailers and distributors responded positively to how our range is structured for wholesale.

Key points that resonated included:

• Smaller minimum order quantities, which allow retailers to trial products without committing to large stock volumes

• A mix of box sizes that support different shelf layouts and seasonal selling

• Simple rule sets, particularly within the Guess That series

• The distinct identity and recognisable theming of Sneaky Goose and Spooky Goose

Many visitors commented on the visual impact of the Guess That collection when displayed together, noting its strong shelf appeal.

The show resulted in a high volume of follow-up conversations, particularly with distributors, alongside discussions with independent retailers who have previously stocked our games and are now looking to place new orders.

One of the most positive outcomes was the level of networking with other publishers. Building relationships within the industry was an unexpected highlight and reinforced the value of attending Toy Fair beyond sales activity alone.

We were also honoured to receive an award during the event, which we will be covering in detail in a separate blog post.

Overall, The Toy Fair 2026 exceeded our expectations and confirmed that exhibiting was the right decision for our stage of growth.

Toy Fair has opened the door to broader reach and expanded channel distribution throughout the year. The conversations started in London will shape much of our focus over the coming months.

We will also be exhibiting at UK Games Expo later this year for the first time, continuing our push to increase visibility within the tabletop games industry.

For retailers and distributors interested in stocking Wholesale Card Games products, we welcome follow-up discussions and enquiries as we build on the momentum from Toy Fair 2026.