120th Toy Fair turns NYC into global playground

NEW YORK — The Toy Association will open the doors to the 120th Toy Fair on February 14 at the Javits Center, turning Manhattan’s West Side into a four-day event showcasing innovation, licensing, retail strategies, and global deal-making.

Running through February 17, the trade- and media-only event is billed as the largest toy show in the Western Hemisphere, bringing together more than 720 exhibitors and thousands of play professionals from nearly 100 countries. More than 170 companies will make their U.S. market debut, unveiling hundreds of thousands of new toys, games, collectibles, and youth entertainment products.

“For four days, the 120th Toy Fair will bring the energy of the global toy industry to New York City, filling the Javits Center with imagination, innovation, and a whole lot of fun,” said Greg Ahearn, president and CEO of The Toy Association. “From spotting the next big hit to making the right connections, it all happens here, only at Toy Fair.”

Spotlight on Trends, Retail and Safety

The show begins with a ribbon-cutting ceremony and parade of costumed characters at 9:45 a.m. on Saturday, followed by immediate access to the show floor for buyers, licensors, inventors, designers, and media.

Educational programming under the Toy Fair University banner will focus on the most critical business challenges in the $45.6 billion U.S. toy market. Highlights include:

• Toy Trends Briefing (Feb. 14): The Toy Association’s trends team will present 2026 toy trends and new consumer insights based on fresh survey data from U.S. parents.
• Creative Factor Track: Sessions tailored to inventors and designers, including collaboration between product development and sales teams.
• Toy Safety & Legislative Update (Feb. 16): Featuring a keynote by Peter Feldman, acting chair of the U.S. Consumer Product Safety Commission, with updates on U.S. and international safety regulations and advocacy efforts related to tariffs.
• Marketing, Licensing, Sustainability and Retail Tracks: Covering topics such as the rise of “kidult” collectors, Gen Alpha and Gen Z fandoms, biobased materials and playful retail strategies.

Ahearn underscored the show’s commercial impact, calling Toy Fair “where creativity meets commerce,” and emphasizing its role in connecting manufacturers with retailers and licensing partners.

Awards, Networking and Next-Gen Talent

Festivities kick off on February 13 with the Toy of the Year Awards, presented by The Toy Foundation at Pier Sixty. The event celebrates top toys and properties while raising funds to deliver toys to children in need.

Throughout the week, special events will include:

• Canada Night in partnership with the Canadian Toy Association
• Student Congress and a Student Showcase Gallery featuring work from the Fashion Institute of Technology and Otis College of Art and Design
• Networking events hosted by People of Play and Licensing International
• Creative Factor Inventor Day, where approved manufacturers hear product pitches from inventors
• The Toy Foundation’s Toy Chest Toy Collection to benefit tri-state area charities

Registration and credential verification are necessary to attend. Industry stakeholders and media who cannot be on site can stay updated through social media and the Toy Fair Online Press Room.

Produced annually by The Toy Association, Toy Fair acts as a key marketplace for sourcing new products, spotting trends, and steering retail strategies across mass, specialty, and global toy channels.