NEW YORK CITY — Toy Fair®, produced by The Toy Association, welcomed 17,803 attendees to the Javits Center in New York City March 1-4 to see the latest trends, products and news in the “ecosystem of play.”
“This year’s Toy Fair was nothing short of extraordinary. The energy on the show floor was palpable — every inch was brimming with discovery, connection and innovation. From the moment the doors opened, you could feel the excitement from exhibitors, buyers, licensors, media and industry professionals eager to experience the latest and greatest in toys, games and play,” said Kimberly Carcone, Executive Vice President of Global Market Events at The Toy Association.
“From the moment we cut the ribbon at the opening ceremony, Toy Fair ignited with an energy that carried through every aisle, stage, and networking event,” stated Greg Ahearn, President & CEO of The Toy Association™, producer of Toy Fair. “It was a powerhouse show filled with momentum as industry leaders, retailers, inventors, designers, and more came together to participate in the most efficient and valuable four days of the toy planning year. Deals were made, creativity flourished, and new opportunities emerged, reinforcing Toy Fair’s role as a cornerstone event of the global toy industry. This year’s show proved once again that when we unite, the possibilities are endless.”
By the Numbers
Compared to the 2023 edition, which ranked No. 31 on Trade Show Executive’s Gold 100, Toy Fair 2025 saw net square footage span 362,580 nsf this year compared to 413,372 nsf in 2023. Attendance grew to 17,803, with the 2023 show reporting just over 16,800 attendees.
“Toy Fair 2025 delivered an incredible, high-impact show that reaffirmed its status as the must-attend event for the global toy industry,” said Carcone. “The show floor was packed with a diverse mix of powerhouse brands, emerging innovators, and international companies, all bringing fresh ideas and game-changing products to market. The engagement between exhibitors and buyers was incredibly dynamic, with meaningful, deal-making conversations taking place at every turn.”
The show also featured 845 exhibitors, with the 2025 edition welcoming 22 of the top 25 toy retailers in the U.S. at the show.
“It was a really fantastic show for us,” said Mark Carson, President & Co-Founder of Fat Brain Toys. “There was a lot of great foot traffic, and [Toy Fair is] really in the center of the toy universe when it comes to specialty, mass, and everybody who wants to see what’s new in the industry.”
“We have had a fantastic Toy Fair,” said Ryan Hamilton, CEO of Plus-Plus USA. “This is our 15th year exhibiting here in New York, and it’s been a very busy show every day. We’ve had our appointment book full and lots of walk-by traffic as well, so we’re really happy with the show. We’re glad it’s back!”
A Shift in Show Dates
Toy Fair did not take place in 2024 because when the show came back post-COVID, it returned in Q4 of 2023, rather than its usual Q1 timeslot. The show announced it would return to its normal Q1 timeslot in 2025, with no show being held in 2024.
“At The Toy Association, we pride ourselves on being nimble and, above all, listening to our members and the industry at large. The shift to a September show in 2023 was a strategic response to the evolving post-pandemic buying cycle, and it served its purpose at that time,” Carcone said. “But we never stop listening, and as the industry continued to evolve, it became clear that a return to Q1 was what the majority of our stakeholders needed to optimize their business opportunities. We acted swiftly, and the result was a show that not only met but exceeded expectations — bringing unparalleled business opportunities, powerful educational programming, and an environment where innovation truly took center stage.”
In 2024, The Toy Association introduced its LA Fall Preview in September, providing the industry an opportunity to get together in between the flagship show dates. The inaugural event was sold out, and allowed companies to rent space which could then be used for showcases, buyer appointments and private preview meetings ahead of the holiday season and 2025 show.
“The demand for dedicated, high-quality showroom space in this region was evident, and the success of the 2024 LA Fall Preview led us to reflect, listen to industry feedback, and take the next exciting step,” Carcone said. “We are thrilled to debut The Toy Association’s Toy Building in El Segundo this year, a premier destination for toy companies of all sizes to establish a presence, conduct business year-round, and participate in key spring and fall preview activity. Located at 101 Continental Blvd., the Toy Building offers four fully renovated floors with 65 premium showrooms, ready for move-in on August 1, 2025. The demand has been so strong that all showroom spaces on the first floor are currently on hold, prompting us to open a second floor for leasing well ahead of the crucial fall preview season.”
The 2025 LA Fall Preview will take place Sept. 8-19 and include networking events, education, philanthropy opportunities and more for the industry.
Related. Toy Fair is Back in the Big Apple; Reverses Decision to Move to New Orleans
Show Highlights
This year marked the 119th edition of the show, and despite being well established, it was filled with firsts.
Toy Fair 2025 introduced the Student Showcase Gallery featuring student-created projects, products and artwork, and a Press Center on the show floor to easily allow media to cover all the biggest news from the show.
“One of the biggest milestones was Hasbro exhibiting on the show floor for the first time, alongside Mattel, LEGO, Jazwares, Spin Master, Moose Toys, and more, bringing the biggest powerhouses in the industry together under one roof at the Javits Center. And beyond the industry giants, Toy Fair 2025 showcased an incredible wave of fresh talent,” Carcone said.
The show also expanded networking opportunities with The Genius of Play Café and The Toy PLAYce Lounger, which provided meeting spaces on the show floor and were designed to encourage deal-making and collaboration.
“All of these enhancements complemented our signature Toy Fair initiatives, including the Student Congress, where hundreds of university students explored the show floor and participated in mentorship and recruitment sessions; Creative Factor Inventor Day, which connected select inventors and designers with manufacturers for exclusive product pitch opportunities; Toy Fair University, which provided essential educational sessions; and the Toy Foundation’s annual Toy Collection, which wrapped up the show by giving exhibitors the opportunity to donate products to children in need throughout the tri-state area,” Carcone said.
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First-Timers, Fresh Talent
This year’s show welcomed nearly 250 first-time exhibitors in its Launch Pad section.
“This reinforced that Toy Fair isn’t just the go-to destination for established brands — it’s also the place where startups and rising innovators introduce their products to the market, gain visibility, and build critical business relationships,” Carcone said.
The Toy Fair team puts together a robust first-time exhibitors’ program to help set the companies up for success, providing support at every step of the event. The year-long freshman class program educates, guides and empowers new exhibitors leading up to the show.
There is also the Exhibitor Academy program — a series of webinars that aim to break down the entire exhibiting process from marketing to booth design to handling logistics.
“All of this preparation culminated in our Rookies & Cookies Freshman Orientation on February 28, the day before Toy Fair officially opened,” Carcone said. “In addition to final steps in Preparing for the show, it’s about fostering community. First-time exhibitors get the chance to meet each other, share insights, and start building relationships that can last well beyond Toy Fair. This peer-to-peer networking, combined with expert guidance from Toy Fair Floor Managers, Javits Center staff, T3 Expo, and Cultivated, ensures they have the tools, strategies, and support to navigate the show floor with confidence.
“By the time the show opens, our first-time exhibitors aren’t just attendees — they are prepared, connected, and ready to succeed. Through this comprehensive yearlong program, we ensure that every new exhibitor at Toy Fair feels supported, empowered, and positioned for long-term growth in the toy industry.”
Want to know more about The Toy Assocation’s first-timers program? Check out highlights from Kimberly Carcone’s case study at TSE’s Gold 100 Awards & Summit here.
Future Dates
Toy Fair 2026 will take place Feb. 14-17 in New York City, with the 2027 edition already slated for Feb. 20-23 in the Big Apple.
“As we look ahead, our next major gathering for the industry will be our 2025 LA Fall Preview, which will once again serve as a critical touchpoint for retailers and manufacturers to align ahead of the holiday season and begin previewing what’s next. This event will bridge the gap between now and Toy Fair 2026, which returns to the Javits Center from February 14 to 17, 2026. With each event reinforcing the next, Toy Fair and LA Fall Preview together create a powerful ecosystem — one that keeps the toy industry connected, engaged, and thriving year-round,” Carcone said.
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