Special Feature - Toy Fair New York

Opportunity awaits at Toy Fair New York 2025

The business of play has evolved – and one of the most iconic trade shows in the Toy & Games industry is evolving along with it, as Toy Fair New York returns to the Javits Center in New York City between 1st-4th March 2025. Here, The Toy Association, which organises the event, details what there is to look forward and why visitors should be booking their tickets right now.

The 119th Toy Fair New York is just around the corner. The 2025 edition not only represents a return to the show's traditional Q1 timing, but also its firm commitment to providing toy professionals with a competitive edge in the global toy market. Here's why it's worth making the trip across the pond next month.

launchpad into the North American market

At $41b, the US represents one of the world's largest and most lucrative toy markets. Toy Fair New York is the perfect entry point for those looking to break into the market or simply see the latest innovations from exportready American and global toymakers.

Toy Fair New York attracts key decision-makers looking to scout new products and make deals. This includes 15 of the top 25 global retailers (Walmart, Target, Amazon and others) and top-tier specialty retailers such as Learning Express. New York's proximity to major entertainment hubs has also made the show a key meeting ground for studios, which gather to unveil new licensing partnerships and IP-driven products.

New exhibitors will showcase their products in Toy Fair New York’s ‘Launch Pad’, which offers buyers and other attendees a dedicated zone in which to explore unique, never-before-seen products and innovations. This year's Launch Pad will benefit from an expanded footprint in direct response to increased interest from first-time exhibitors. Additional product zones will help buyers easily navigate the show floor and find exactly what they’re looking for, from well-established categories including Action Figures and Games & Puzzles to dedicated areas that highlight the influence of global trends. ‘Hot for Holiday’, for example, spotlights toys to watch for the 2025 holiday season.

A global influence

Many of the industry’s latest innovations and trends are first seen at Toy Fair New York, from classic brands such as Barbie and G.I. Joe to modern-day must-haves like Tickle Me Elmo and Hatchimals.

The Toy Association's annual Toy Trends Briefing, taking place on day one of Toy Fair New York, is just one way that attendees can access these trends. Based on insights gathered from meetings with hundreds of manufacturers, trend tracking across parallel industries (fashion, beauty, tech, social, gaming and others) and data from a recent Toy Association-commissioned survey of US parents' toy and shopping preferences, the presentation will provide insights that can directly influence future business growth and product development. It will also feature real-world products straight from the show floor that exemplify the trends.

Attendees can take this knowledge with them as they explore the show floor. In years past, The Toy Association was among the first to bring several key trends into the media conversation, such as the growth of adults shopping for toys for themselves, now known as Kidults, and anime-inspired toys.

In addition, visitors are encouraged to take advantage of the 50+ other Toy Fair University educational sessions held throughout the show. With a mix of solo and panel presentations from experts across all sectors of the industry, toy professionals can gain critical information about new tech innovations, product safety and regulations, consumer insights, global market research, licensing and more, to help inform their business strategies.

There’s no place like New York City

As one of the major media, business and cultural capitals of the world, New York City plays a key role in Toy Fair New York’s history and enduring appeal. The show attracts roughly 1,000 members of the press, including some of the world’s biggest players in media (many of which are headquartered in New York City), all in search of the next big toy story of the year. At Toy Fair New York 2023, 3.5b media impressions were garnered by the event and its exhibitors.

Toy Fair New York guests come for the show but often stay for all that New York City has to offer. From worldclass dining and iconic landmarks (the Empire State Building, Statue of Liberty, Central Park, etc.) to cultural treasures such as the Metropolitan Museum of Art and Broadway shows, the city’s vibrant energy inspires creativity and connection.

Opportunities abound

Within the bustling halls of Toy Fair New York, every moment is an invitation to connect and gain knowledge. Visitors can attend a panel discussion, reconnect with old colleagues and network with new ones, or just stop by that one booth that caught their eye when walking between meetings.

Visit www.ToyFairNY.com to register and find out more about the show, which runs from 1st-4th March 2025 at the Javits Center in New York City.