The Toy Association’s 119th Toy Fair brought the global play community to New York City’s Javits Center to place orders, build business connections and explore trends and innovations in toys across the exhibition space. The global marketplace, which took place March 1-4, helped retailers to find new products, showcase future bestsellers and develop partnerships.
“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," said Greg Ahearn, president and 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.”
The Toy Association said the show attracted thousands of buyers from mass, mid-sized and specialty retail outlets spanning all 50 states and 79 countries to preview 2025 holiday toy collections and for some spring 2026 products.
“Attending Toy Fair 2025 was an invaluable experience,” shared Anna Greusel, divisional merchandise director at SSA Group. “It not only allowed me to explore the latest trends and innovations in the toy industry but also gave me the opportunity to connect with our existing vendors, build new relationships and discover unique products that align perfectly with the needs of my business.”
The Toy Association unveiled its Top Toy Trends for 2025 during the event. Some trends include interest in personalization with toys, nostalgic toys, collectible toys as well as toys that encourage mental, emotional and social health.
“In response to today’s conscientious consumers, toymakers are delivering long-term value, enhancing play experiences, and designing products that resonate across generations,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “From products that boost emotional and social learning to collectibles that fuel fan engagement, the toys on display right here at Toy Fair reflect how play continues to be a powerful force at every stage of life.”
Toy Fair exhibitors showcased an array of toys designed for kids (and kids at heart), including “Newstalgic” toys with a modern twist, personalized play experiences that reflect kids’ “vibes,” the hottest new collectibles, toys inspired by popular entertainment, and everything in between. Toy Fair also served as a hub for exchanging ideas on the most critical issues and topics impacting the play industry, with the Toy Fair University stage presenting sessions that delved into toy safety and compliance, generative AI, toy trends and marketing in today’s landscape.
Additional programming included Toy Fair Student Congress, which connected almost 500 university-level students with toymakers at the show, and Creative Factor Inventor Day, which closed out Toy Fair by providing select up-and-coming inventors with the opportunity to pitch their ideas to top toy professionals and manufacturing partners.
“It was a really fantastic show for us,” said Mark Carson, president and co-founder of Fat Brain Toys. “There was a lot of great foot traffic, and it 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,” added 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.”
Hundreds of toy professionals and companies also generously donated nearly $1.3 million worth of products and financial contributions to The Toy Foundation’s Toy Chest initiative, the philanthropic arm of The Toy Association, which delivers the power of play to children when they need it most. The donations will directly impact 35,000 children and families and are currently being distributed to nonprofit organizations, schools and children’s hospitals nationwide.
Ahearn added, “We closed the show with an inspiring reminder of our industry’s generosity through The Toy Foundation’s toy collection. Toys do more than entertain — they are a critical ingredient to a child's physical, mental and emotional development. Toys spark imagination, create lasting memories and bring people together across generations, especially for kids who need the comfort of toys and play the most. Toy Fair is where the magic of play begins, and the impact from this year's charitable giving will have a positive impact on many families this year through the holiday season.”
