Licensing Magazine interviewed Kimberly Carcone, Executive Vice President, Global Experiences at The Toy Association, to learn more what to expect for the upcoming New York Toy Fair and share some thoughts on the fast-changing industry trends.
Toy Fair® New York is fast approaching. What can attendees expect when it comes to trends and big-picture insights at the upcoming show?
Toy Fair 2026, taking place February 14 to 17, is designed to show where the industry is going, both through the tens of thousands of products you can explore on the show floor and through the broader context around them. Trends come alive when you can touch, test, and experience them firsthand, and that’s what makes Toy Fair so powerful. Attendees can see how brands are responding to shifting consumer behavior, retail realities, and cultural influences in real time.
At the same time, we know the industry is always looking for fresh insights on the bigger forces shaping the toy and retail landscape. That’s where our Toy Fair University educational programming comes in. Not only does it play a critical role, but the slate of top speakers and panels continues to grow year over year. Through a curated lineup of education sessions, we’re offering a roadmap to the macro trends influencing the business, from evolving retail strategies and licensing models to emerging tech, safety, and changing expectations around value and play.
For those who want a forward-looking snapshot focused explicitly on toys and play, The Toy Association’s Toy Trends Briefing on day one of the show brings it all together, providing insights into what’s shaping product development and consumer demand in the year ahead, paired with product examples straight from the show floor. Together, the exhibitors, Toy Fair University, and the Trends Briefing create a complete picture connecting big ideas to real products and real opportunities.
Storytelling and transmedia have become central to many toy strategies. How is this playing out across Toy Fair?
At Toy Fair, you’ll see toys designed as extensions of broader worlds and narratives spanning entertainment, gaming, publishing, and digital platforms, as well as first-timers launching in the marketplace and bringing new storytelling experiences to life.
Transmedia strategies likewise allow brands to build deeper connections with fans, while toys bring those stories to life in the real world. New York’s role as a global media and licensing capital makes Toy Fair a natural meeting ground where creative and commercial decision-making can happen in one place.
The industry continues to navigate economic uncertainty and shifting consumer behaviors. How are toy companies adapting during this challenging period?
The toy industry is incredibly resilient, and that adaptability is on full display at Toy Fair. Companies are becoming more agile, whether by streamlining their portfolios, responding faster to cultural moments, or placing greater emphasis on value and meaningful play.
We’re also seeing licensors, manufacturers, retailers, and inventors working together earlier and more closely to align product development, storytelling, and go-to-market strategies, underscoring a renewed emphasis on collaboration across the toy ecosystem. In a complex retail environment, this kind of shared approach helps companies move faster, manage risk, and deliver products that resonate with today’s consumers.
Looking ahead, what future plans does The Toy Association have in store for 2026?
While our focus is firmly on delivering a strong Toy Fair New York in February, we’re always looking ahead to the future. Save the dates for Toy Fair® 2027, which will bring everyone back together in New York from 20-23 February, 2027 and start planning your long-term strategies and travel.
We’re also continuing to help strengthen our People of Play programming, including the Chicago Toy & Game Fair, which helps companies engage directly with consumers ahead of the critical holiday selling window; the Young Inventor Challenge, inviting kids around the world to pitch their original inventions to major toy and game companies and industry professionals; and the Toy & Game Innovation Excellence Awards, which celebrate the inventors behind families’ favorite playthings. Events like these help nurture new connections while complementing Toy Fair New York’s global reach.
Taken together, these initiatives reflect our broader approach for 2026 and beyond: being present where the industry needs us most, creating multiple entry points for engagement, and supporting the business of play year-round.
Read another article on Licensing Magazine about the Toy Fair New York — How the toy market is evolving through play, creativity, and connection.
