Thousands of global play professionals attended the 2026 Toy Fair from Feb. 14-17 at the Javits Center in New York. The 120th edition of the show offered attendees a combination of product discovery, innovation and business insights on the $45.6 billion U.S. toy marketplace and key markets around the globe.
Show organizers reported that retail buyers came from all 50 states and nearly 100 countries and territories, looking at the latest in building sets, arts & crafts, collectibles, board games, puzzles, dolls, plush, licensed products and everything in between.
“If you are in the business of play and want an on-the-ground read of what’s coming next across the toy landscape, there is no better place to be than standing on the floor of Toy Fair,” said Greg Ahearn, president and CEO of The Toy Association as the event kicked off. “For over a century, it has served as a bellwether for our industry, highlighting our industry’s vitality, creativity and resilience, while also serving and uniting everyone with a stake in the toy business.”
In addition to browsing nearly 750 exhibits, attendees also benefited from Toy Fair University, which offered free educational seminars with sessions on consumer insights, licensing & entertainment updates, product development, IP protection and more.
The Toy Association’s team of trend experts also presented its annual Toy Trends Briefing, showcasing products from exhibitors’ booths to illustrate the key trends expected to influence the year ahead.
“Play is no longer defined by age,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “It’s about how people want to feel. In 2026, we’re seeing a growing interest in play that inspires creativity, encourages out-of-the-box thinking and celebrates self-expression — from collectible fandoms to toys and games that offer moments of calm and comfort. These trends reflect how play continues to evolve alongside culture, while remaining a meaningful and essential part of life at every age.”
The Toy Association reported that adults now serve as one of the fastest growing segments of the market, with one Circana study finding that “kidults” accounting for roughly one-quarter of U.S. toy sales, spanning collectors, gamers, puzzle fans, parents and some seniors. The Toy Association’s research also shows that 81% of parents in 2025 were likely to add a toy or game for themselves to their holiday shopping list, up from 72% the previous year. As a result, toymakers are designing products that balance play value with display appeal, nostalgia and premium finishes.
There is also a growing fondness for low-tech and no-tech play experiences that help families to counterbalance constant digital stimulation and overstimulation. The Toy Association reported that consumers across all age groups are embracing toys and games that prioritize comfort and engage the senses, such as tactile materials or natural design aesthetics. Rather than rejecting technology outright, this movement represents a conscious reset, with play serving as a screen-free space for emotional regulation, creativity and connection.
The Toy Association reported several other toy trends, including:
- Demand for toys that encourage building, designing and customization
- Interest in collectible, wearable, shareable and personal toys
- Continued interest in throwback toys and play
- Consistent demand for toys tied to pop culture favorites and cultural moments such as the FIFA World Cup or 2026 Winter Olympics
Show organizers also recognized 18 exhibitors with Reimagination Awards for outstanding exhibit design. Exhibitors receiving awards include Delca Corporation, Firebomb Company, Teddy Mountain, Grandpa Joe’s Candy Shop, Connetix & My Creative Box, Guangzhou Moetch Cultural & Creative Co. Ltd., Target Darts, Kawaii Slime Company, Douglas Cuddle Toys, PlayMonster, Crazy Aaron’s, Safari Ltd., Ty Inc., Spin Master Inc., Jazwares, LEGO Systems Inc., Articulatus 3D and Schnerds.
“For more than 120 years, Toy Fair has been the place where imagination meets opportunity, and the creativity showcased in these booths is a powerful reminder that innovation doesn’t stop at the product itself,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association. “Our exhibitors continue to raise the bar, transforming the show floor into an immersive playground for buyers, media and global play professionals.”
Toy Fair will return to the Javits Center in New York Feb. 20-23, 2027.
