The Toy Association™ Unveils New Branding & Tradition for the Toy Building

Matt Nuccio of Design Edge Creates Lasting Iconography for the Industry’s New LA Hub

September 16, 2025 | Fresh off its grand opening in El Segundo at 101 Continental Boulevard, The Toy Association’s Toy Building is unveiling bold and playful new branding designed by industry creative Matt Nuccio of Design Edge. The visual symbols mark the start of a new chapter for the toy community’s West Coast headquarters in the expanding El Segundo Toy District.

Nuccio, who has collaborated with The Toy Association on numerous initiatives over the years, created the logos for both the Toy Building and LA Fall Preview®, as well as a collectible poster for this year’s LA Fall Preview® Market Weeks. The designs are inspired by El Segundo’s Toy District and pay homage to the rich history of New York City’s International Toy Center, while celebrating The Toy Association’s historic establishment of a permanent home in Los Angeles for its members and the industry.

“For years, toy people have dreamed about having a central gathering place in LA, and now that has become a reality. To be asked to memorialize that through design is deeply meaningful,” Nuccio said. “The Toy Building is a once-in-a-generation milestone, and creating something that visually represents it — something that people will see every time they walk through the doors or gather for market weeks — is incredibly rewarding.”

The new collectible poster also celebrates the Toy Building’s grand opening and kicks off what promises to be a tradition in the making. A new limited-edition print will be released with each preview season in the spring and fall as a keepsake that captures the energy and creativity of The Toy Association’s market weeks in LA. To receive a copy, visit The Toy Association’s office on the first floor of the Toy Building.

“The Toy Building project is especially close to our hearts,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association. “Los Angeles has always been a hub for toy companies, inventors, and buyers, but now the industry finally has a true home on the West Coast that reflects that importance. Matt’s ability to translate this moment in time into a vibrant, lasting design is remarkable. These visuals will help carry the spirit of the Toy Building forward, reminding us all of the creativity, innovation, and community that come together here.”

Located in the heart of El Segundo’s Toy District, the Toy Building houses showrooms for household names to mid-sized and emerging companies, including Hasbro, LEGO, Crayola, Funko, Playmobil, Crazy Aaron’s, Faber-Castell and more, providing a destination for retailers, licensors, media, and other partners to preview products year-round. This permanent West Coast presence from The Toy Association creates a centralized hub in Los Angeles for the industry and cements its role as a gathering place for the global toy community.

Nuccio added: “A logo may seem like a small thing, but it becomes the face of a place and the way people identify and connect with it. My hope is that these new designs not only celebrate this historic moment but also become part of the visual language of the toy industry for years, even decades, to come.”

Showrooms in The Toy Association’s Toy Building in El Segundo are now open. LA Fall Preview® Market Weeks, featuring dedicated educational and networking activities, is now taking place from September 8 to 19. Click here for more information.