By Gary Symons
TLL Editor in Chief
The Toy Association just held the grand opening of the Toy Building, a new complex in El Segundo’s growing “Toy District” that will serve as a hub for manufacturers, licensors and buyers worldwide.
The facility brings together leading global toy companies, mid-sized manufacturers and startups in a single location, offering private showrooms for product previews, trend scouting and business meetings. Industry leaders say the development strengthens Southern California’s role in the $100 billion global toy and play industry.
“The strategic opening of the Toy Building further establishes Southern California as a key hub for international trade, innovation, and business in the toy and play sector,” said Greg Ahearn, president and CEO of the Toy Association. “The Toy Building provides toy manufacturers from around the globe the opportunity to establish a West Coast presence, helping businesses to work together and thrive, making El Segundo’s Toy District an economically important and growing part of the LA business landscape.”
The ribbon-cutting ceremony featured city and state officials, including El Segundo Mayor Chris Pimentel, who presented an official certificate to mark the opening. Other attendees included Melissa Ramoso, representing Assembly member Al Muratsuchi; Deputy City Manager Barbara Voss; and Samantha Gallegos, district representative for Sen. Ben Allen’s office, as well as members of the City Council and Chamber of Commerce.
Their participation highlighted the building’s potential impact not only on the toy industry but also on El Segundo’s local economy and commercial real estate sector.
Among the building’s first tenants are some of the world’s best-known toy brands, including Hasbro, Lego, Crayola, Funko, Playmobil, Crazy Aaron’s and Faber-Castell. Over the next two months, about 200 companies are expected to preview their 2026 product lines during the industry’s “Fall Preview” season.
The Toy Association will host its dedicated LA Fall Preview Market Weeks from Sept. 8 to 19, featuring showroom visits, educational programming and networking events. Special activities include the Toy Foundation’s Golf & Give fundraiser at Topgolf El Segundo, with proceeds supporting children in need, and the Women in Toys, Licensing and Entertainment Wonder Woman Awards at the Beverly Hilton.
Industry officials say the Toy Building is expected to draw international buyers and licensors, creating more opportunities for collaboration and growth. It is also intended to support startups and smaller toy makers seeking exposure alongside larger competitors.
Founded in 1916, the Toy Association represents about 900 member companies involved in designing, manufacturing and selling toys and youth entertainment products. The group estimates the U.S. toy industry contributes more than $155 billion annually to the economy and generates $42 billion in domestic toy sales.
By providing a year-round West Coast hub for the toy business, the association hopes the Toy Building will accelerate innovation and reinforce the role of play in childhood development.
“The Toy Building will not only be a hub for innovation and international commerce, but also a driver of economic growth and opportunity for the region,” Ahearn said.