As it approaches its 120th anniversary, Toy Fair® New York continues to evolve beyond its role as a traditional trade event, positioning itself as a broader brand platform shaped by the industry’s experience, shared responsibility, and community.

A visible example of this shift will debut at Toy Fair 2026 (14–17 February) with the launch of the Toy Fair Store, an on-site retail pop-up designed to connect attendees with the show’s legacy while supporting a wider social purpose.

Located on the show floor’s third level at Booth 3156 near the Toy PLAYce Lounge, the Toy Fair Store introduces a retail-style experience that blends celebration with philanthropy. All proceeds from sales will benefit The Toy Foundation™, the philanthropic arm of The Toy Association™ in the U.S., which delivers toys and the power of play to children in need around the world.

Kimberly Carcone, executive vice president of global experiences at The Toy Association said:

“This initiative reflects how Toy Fair is thinking more intentionally about how people experience the show. As we mark 120 years, we’re focused on creating meaningful touchpoints that connect today’s industry with Toy Fair’s long-standing values.”

For many international companies, Toy Fair New York represents a key moment on the global business calendar, recognized as a place where retail strategy, market visibility, and long-term relationships intersect. The Toy Fair Store gives that shared identity a tangible presence through a curated selection of Toy Fair-branded apparel and accessories, alongside limited-edition philanthropic items created exclusively for the show.

The assortment will include limited-quantity items such as beanies, caps, T-shirts, tumblers, notepads, stickers, and special Toy Foundation editions of Crazy Aaron’s Thinking Putty, along with a first-ever Toy Fair collectible postcard series created for 2026. All items will be available only while supplies last.

Beyond merchandise, the concept reflects a broader emphasis on experience-driven engagement, as Toy Fair continues to explore new ways for attendees to connect with the show floor and with one another.

“By embedding charitable impact directly into the Toy Fair experience, the store makes generosity a visible and collective part of the event,” said Pamela Mastrota, executive director of The Toy Foundation. “Each purchase helps extend the joy of play well beyond the walls of the show floor.”

Toy Fair® will take place February 14 to 17, 2026 at the Javits Center in New York City. Attendee registration is now open. Limited space is available to secure an exhibit space. Visit ToyFairNY.com to learn more.