Imagine stepping into a world where retro play meets innovation, where table-top card battles share space with digitally driven play experiences. That’s the magic Toy Fair® New York (14–17 February 2026) promises. The event has become a high-impact checkpoint for understanding how consumer behaviour, the evolution of entertainment, and retail priorities are shifting the global toy market.
Curated by Jennifer Lynch, The Toy Association
Kimberly Carcone, executive vice president of global experiences at The Toy Association™, said:
“Toy Fair gives you visibility into how the North American market is thinking and buying; it’s a living narrative of how play adapts to culture, technology, and imagination that you simply can’t capture in any report or webinar. There’s no substitute for being in the mix with the retailers, creators, and trend leaders shaping what comes next.”
The U.S. toy industry, valued at $41 billion, remains a powerful driver of global play trends, and entertainment-driven product lines remain a key factor. Licensed toy sales from January through September 2025 rose 14% (Circana), underscoring how pop-culture universes and gaming franchises continue to steer demand. Fan-fueled brands like Pokémon, Formula 1, and Minecraft have benefitted from streaming exposure and cross-platform visibility. Further adding to the momentum: the “kidult” audience. Spending by adult collectors rose 18% year-over-year in the first half of 2025, demonstrating that fandoms, nostalgia, and hobby-driven collectibles are no longer niche categories but core contributors to the industry’s overall growth.
“At Toy Fair, these trends are reflected in the conversations sparking new ideas, the immersive product displays throughout the aisles, and the buzz of buyers and media navigating the show floor,” said Carcone. “Attendees can track in real time which themes are taking hold and how companies are pivoting to meet demand.”
Toy Fair’s retail presence reflects a similar trend. As of this writing, buyers representing 67 countries and territories (and counting!) — including 18 of the top 25 global retailers — have already confirmed their attendance for the 2026 show. Together, these attendees generate $2.5+ trillion in annual revenue. For international visitors, the concentration of these decision-makers under one roof provides a global perspective on retail strategies and their potential impact on assortments worldwide.
Toy Fair University will address some of the most urgent topics shaping the business of play today, from AI and consumer behaviour forecasting to sustainability, safety, licensing, and more. The sessions are designed to offer key takeaways that international teams can adapt to their own markets. Attendees can pair these insights with The Toy Association’s annual Toy Trends Briefing. This must-attend day-one session offers a focused look at what’s driving product development and consumer interest. Based on hundreds of conversations with manufacturers and kids’ entertainment companies of all sizes, the briefing highlights the themes and play patterns expected to influence retail in the year ahead.
Companies planning to attend are encouraged to register before the 1 January rate change. Early registration ensures full access to all four days of the show, including every Toy Fair University session, trend presentation, and networking opportunity, at one of the most cost-efficient entry points for international teams.
“As global companies refine their 2026 and 2027 strategies, Toy Fair is where they come to stress-test assumptions, compare notes with key partners, and sharpen their plans,” Carcone added. “It’s an invaluable investment for any business working to expand internationally or stay ahead of consumer expectations.”
Toy Fair® 2026 will take place 14–17 February at the Javits Center in New York City. Visit ToyFairNY.com for additional details.
