Largest Toy Show in Western Hemisphere Welcomed Play Professionals from Nearly 100 Countries
NEW YORK, March 10, 2025 /PRNewswire/ -- 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 the latest trends and innovations in toys across the equivalent of nearly eight football fields of exhibition space. The global marketplace, which took place March 1 to 4, was alive with discovery — where retailers sought out the hottest new products, media uncovered future bestsellers, and exhibitors formed crucial partnerships that will be essential to their business' future. The global event delivered an engaging lineup of educational programming that empowered attendees with insights into the future of play, while networking and business opportunities reinforced the industry's collaborative spirit.
"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 & 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."
Toy Fair attracted thousands of buyers from mass, mid-sized, and specialty retail outlets spanning all 50 states and 79 countries and territories to preview 2025 holiday toy collections, and for some, spring 2026 products (In all, nearly 100 countries were represented by all categories of Toy Fair attendees). From Amazon and Barnes & Noble, to Five Below, Macy's, Target, and Walmart, 21 of the top 25 toy sellers were in attendance as tens of thousands of products were on display by nearly 850 exhibiting companies, from billion-dollar global brands to nearly 250 emerging toy companies exhibiting at Toy Fair for the very first time.
For first-time toy buyer Erin Schmidt, category manager at Kroger Inc. (Fred Meyer), Toy Fair was an immersive introduction to the world of toys, offering firsthand insight into the industry's latest products, trends, and innovations: "I would have to say, this show was amazing! It was incredibly educational to me, being new to toys, to not only see the items that I carry now, but also what is in the queue for fall. It was quite the experience to walk into the Javits Center on Saturday to music, a parade, and seeing characters throughout the day. [It was] truly an energetic, fun, and exciting show and I was thrilled to be part of it!"
Additional buyer feedback was positive with Kimberly Coelho, senior manager at Cineplex Entertainment, stating, "My experience at the show was uplifting and inspiring. You could feel the energy, innovation, and passion in the room, and I left feeling more excited about the future of toys. It was a fantastic opportunity to network, discover new trends, and hear inspiring speakers. I look forward to further building out the new and reenergized connections."
Added Anna Greusel, divisional merchandise director at SSA GROUP, which supports zoos, museums, and other cultural attractions: "Attending Toy Fair 2025 was an invaluable experience. 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."
Nearly 1,000 global print, digital, and broadcast journalists, plus an array of top-tier social media influencers and digital content creators, participated in Toy Fair to scoop the toy stories of the year and report on The Toy Association's top toy trends of 2025. Media outlets at Toy Fair included The Wall Street Journal, Fox Business, The Today Show, Good Morning America, CBS Mornings, The New York Times, BBC, Bloomberg, Reuters, Forbes, The Street, Cheddar, ABC News, The Daily Show, The Kelly Clarkson Show, The Tonight Show, Shark Tank, and many more. Top-tier influencers included We Wear Cute, Toy Testing Sisters, PCS Girls Official, Twindollicious, Play Live Repeat, and more. Hundreds of social media posts have rolled in from these major creators, totaling 10 million impressions at the time of this writing.
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, marketing in today's landscape, tools for inventors, and much more.
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. Attendees also had a chance to check out the new dedicated Student Showcase Gallery, which displayed the talents of toy design students from the Fashion Institute of Technology (FIT) and Otis College of Art and Design, while the spirit of innovation and celebrating the inventor community continued at People of Play's (POP) 25th Anniversary Toy Fair POP Pub Party.
"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!"
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 non-profit 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."
The global toy industry will come together once again for the 120th Toy Fair®, taking place February 14 to 17, 2026 at the Javits Center in New York City.
Make sure to check out the Toy Fair Online Press Room for Toy Fair stats, exhibitor press releases, high-res images from the show floor, broadcast quality b-roll, and more. Follow our post-show coverage on Instagram and LinkedIn (#toyfairlife).
About Toy Fair® ToyFairNY.com
Toy Fair® is the largest and most comprehensive play-focused experience unifying the toy industry's entire ecosystem with key players to help with business development and sourcing the latest products from across all forms and stages of play. Featuring thousands of new and unique toys, games, edutainment, entertainment-driven experiences, and more from around the world, Toy Fair offers attendees a competitive edge no other trade event can match.
About The Toy Association™ toyassociation.org / toyfoundation.org / peopleofplay.com / thegeniusofplay.org / playsafe.org
Founded in 1916, The Toy Association™, Inc. is the business trade association representing all businesses involved in creating and delivering toys and youth entertainment products for kids of all ages. The Toy Association leads the health and growth of the U.S. toy industry, which has an annual U.S. economic impact of $157.5 billion, and its roughly 900 members drive the annual $42 billion U.S. domestic toy market. The Toy Association serves as the industry's voice on the developmental benefits of play and promotes play's positive impact on childhood development. The organization has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, governments, consumers, and the industry on ongoing programs to ensure safe and fun play.
As a global leader, The Toy Association produces the world-renowned Toy Fair™ in New York City; hosts marketplace activities in Los Angeles; engages in state, federal, and international advocacy on behalf of its members; supports the inventor and design community through People of Play™ and its numerous assets and events, including the consumer-facing Chicago Toy & Game Fair; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America's widely emulated ASTM F963 toy safety standard. The Toy Association's philanthropic arm is The Toy Foundation™, a 501 (c)(3) children's charity that acts as the uniting force for the collective philanthropy of the toy industry. To date, The Toy Foundation has delivered the joy of play to 33 million children in need worldwide.
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SOURCE The Toy Association
