Allison Watkinson
TLL Reporter
The America’s largest trade show for the toy industry gets underway this weekend, with hundreds of creative toy companies showing their wares at the 120th annual Toy Fair.
The annual event, produced by The Toy Association starts this Saturday, February 14, with a ribbon-cutting ceremony and a parade of costumed mascots from various entertainment and toy franchises. Is it any coincidence the show kicks off on Valentine’s Day?
Either way, the Toy Fair is a great place to share the love as the world’s best toyco’s will be showcasing their toys, games, youth entertainment products, and with plenty of options for the kidults in the room.
Immediately following the opening celebration, the show floor will welcome thousands of global play professionals from nearly 100 countries, from inventors and designers to retail buyers, licensors, and media.
“For four days, the 120th Toy Fair will bring the energy of the global toy industry to New York City, filling the Javits Center with imagination, innovation, and a whole lot of fun!,” said Greg Ahearn, president & CEO of The Toy Association. “More than 720 exhibitors, including more than 170 up-and-coming companies making their debut in the U.S. market, are set to unveil hundreds of thousands of creative, innovative, and skill-building toys.
“Attendees will dig into the trends and conversations shaping the toy industry through a variety of seminars, expand their professional networks, and discover new opportunities to drive their businesses forward,” Ahearn added. “From spotting the next big hit to making the right connections, it all happens here; only at Toy Fair.”
From traditional media to online content creators, members of the global press will be the first to see the must-have products coming out throughout the year before they hit store shelves.
From viral nostalgic and pop culture toys, to collectibles that allow kids to express themselves, and products that offer intentional screen-free moments for families, plus everything else in between, there will be plenty of buzz surrounding the hottest toys, games, and youth entertainment products.
Ahearn says this year’s Toy Fair University educational programming will offer show goers a robust assortment of business-building seminars that tackle the most pressing needs of the global toy industry. Special after-hours networking events will also take place throughout Toy Fair week.
“As the largest and most influential toy trade show in the Western Hemisphere, Toy Fair is where creativity meets commerce,” Ahearn said. “Whether you’re here to strike deals, explore licensing opportunities, or gain insight from the industry’s thought leaders, this is the place to tap into the $45.6 billion U.S. toy market.”
TOY FAIR 2026 EDUCATIONAL SESSION HIGHLIGHTS
Toy Fair will feature a vast variety of events this year, to large to include here, but a sample of events is included below. As well, the full schedule is available at ToyFairNY.com and through the free Toy Fair Mobile app, which is available on the Apple App Store or Google Play Store. Note that Toy Fair University sessions are free to all Toy Fair registrants.
On day one, The Toy Association’s team of trends specialists will unveil the hottest toy trends of 2026 and new consumer shopping insights, supported by new data from a survey of U.S. parents, during its Toy Trends Briefing. The team will present the trends and the latest developments in play with product examples straight from the show floor. Saturday, February 14 at 1 p.m. in the General Session Theatre, Hall 1D.
Toy Fair’s Creative Factor educational track is tailored specifically to the needs of the toy inventor and designer community. Sessions will offer expert advice on How Product Development and Sales Work Hand in Hand (Feb. 14), How Inventors and Companies Build Hits Together (Feb. 14), Designing Toys with Soul (Feb. 17), and more. These sessions will take place all four days in the Toy Fair University Theater (Level 3, Booth 3103).
The Toy Association’s Toy Safety & Legislative Update will provide manufacturers, retailers, toy inventors, testing labs, and others in the toy industry with news and developments related to toy safety laws and regulations in the U.S. and abroad, including an update on the Association’s ongoing advocacy against tariffs on toys. Peter Feldman, acting chair of the U.S. Consumer Product Safety Commission, will be the keynote speaker. The session is open to all Toy Fair attendees. Monday, February 16 from 8:30 to 11 a.m. in the General Session Theatre, Hall 1D.
Through the Marketing educational track, attendees will learn about the latest strategies, trends, and innovations shaping brand engagement, consumer outreach, and retail success in the toy industry. Sessions include The Kidult Collector: Defining and Capturing the Growing Audience (Feb. 14), The Playbook for Safe, Authentic, High-Impact Engagement (Feb. 16), How Fandoms Develop and Stick with Gen Alpha/Z (Feb. 17), and more. These sessions will take place all four days in the Toy Fair University Theater (Level 3, Booth 3103).
In addition, the Licensing, Sustainability, and Retail tracks will offer practical insights and case studies on evolving consumer behavior, brand partnerships, and sustainability initiatives. These include How Licensing Can Grow Your Business (Feb. 16), The Future of Biobased Plushies (Feb. 16), The Power of Playful Retail (Feb. 17), and more. These sessions will take place all four days in the Toy Fair University Theater (Level 3, Booth 3103).