In just a few short weeks, Toy Fair®, the largest and most influential toy show in the Western Hemisphere, will welcome thousands of toy manufacturers, buyers, and media from around the world to the Javits Center in New York City from February 14 to 17.
As of this writing, 21 of the top 25 U.S. toy sellers representing the $42 billion U.S. toy industry and more than 1,500 retail outlets from all 50 U.S. states and 55 countries and territories are registered, with Toy Fair’s current overall attendees representing 80 countries and territories.
The global marketplace is also set to welcome hundreds of members of top-tier press, a testament to Toy Fair’s significance as the epicenter of toy and game innovation. Notable media outlets registered to date include The New York Times, Today Show, CNN, CNBC, NBC News, Fox Business, CBS News, Consumer Reports, Hearst Magazines, Forbes, BuzzFeed, Good Housekeeping, SHERRI, SHOP Today, PCMag, and more.
“Thousands of buyers, media, and play professionals will be at Toy Fair to explore the products everyone will be talking about all year long,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association™, producer of Toy Fair. “Exhibitors will be at the center of it all — growing their businesses, spotlighting their latest playthings for media to report on, and setting toy & play trends for 2026 and beyond.”
This year, continuing to enhance buyer engagement and media visibility, is the show's innovative and experiential visual merchandising initiative, which requires exhibitors to make products visible in at least 20 percent of their aisle-facing space. In tandem with this initiative, the third annual Reimagination Awards will recognize and celebrate the most playful, welcoming, and attractive booths.
Attendees can further boost their business savvy by attending Toy Fair University sessions held throughout the show. Seminars and panel presentations will feature nearly 100 experts addressing everything from product licensing and top marketing tips, to sustainable packaging guidance, to The Toy Association’s Toy Trends Briefing, which will unveil new consumer research about toys, play, and emerging trends.
“All attendees and exhibitors will have direct access to valuable connections and resources they need to succeed and break through the clutter across the play landscape,” added Carcone. “Whatever your place in this creative, vibrant, relevant, necessary, and playful industry, Toy Fair is where you need to be.”
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.