Toy Fair 2025 opened its doors this morning, unveiling the future of play in the heart of New York City. Tens of thousands of global play professionals walk through the doors of the Javits Center over the next four days to preview the hottest new toys, games, and youth entertainment products – many of which will only launch later this year in time for the holiday season.
Produced by The Toy Association™, the industry- and media-only trade show offered unparalleled access to the lucrative $42 billion U.S. toy marketplace and key markets around the globe.
Taking place Saturday, March 1 through Tuesday, March 4, the largest toy show in the Western Hemisphere featured the equivalent of nearly eight football fields filled with toys and games – as well as unique brand experiences, business insights, hands-on and experiential activities, and innovations in play.
Retail buyers from all 50 states and 75 countries and territories walked the expansive show floor in search of the latest dolls and plush, STEM toys, outdoor playthings, action figures, arts & crafts, specialty toys, retro, nostalgic and innovative games, toy vehicles, collectibles, licensed toys, and everything in between.
In total, representatives from 96 countries were expected at Toy Fair 2025.
“Toy Fair New York is known throughout the global play community as the place to forge partnerships, strike deals, and witness the creative talents of the toy industry come to life,” said Greg Ahearn, president & CEO of The Toy Association.
Toy Fair highlights the industry’s dedication to creating products that deliver social, emotional, cognitive, and physical benefits of play to children.
Attendees can browse distinct product zones to find what they are looking for; members of the media are invited to visit the Press Center on the show floor (Level 3, booth 3145), where the Toy Fair PR team can help them find specific products and where they can charge devices, hang their coats, and find a quiet place to work.
The Toy Association’s team of trend experts presented its Toy Trends Briefing, featuring products from exhibitors’ booths to illustrate each of the hottest trends of the upcoming year.
Toy Fair: is the largest and most comprehensive play-focused experience unifying the toy industry’s entire ecosystem with key players to help with business development and sourcing the latest products from across all forms and stages of play.
Featuring thousands of new and unique toys, games, edutainment, entertainment-driven experiences, and more from around the world, Toy Fair offers attendees a competitive edge no other trade event can match.
About The Toy Association: Founded in 1916, The Toy Association™, Inc. is the business trade association representing all businesses involved in creating and delivering toys and youth entertainment products for kids of all ages.
The Toy Association leads the health and growth of the U.S. toy industry, which has an annual U.S. economic impact of $157.5 billion, and its roughly 900 members drive the annual $42 billion U.S. domestic toy market.
The Toy Association serves as the industry’s voice on the developmental benefits of play and promotes play’s positive impact on childhood development.
The organization has a long history of leadership in toy safety, having helped develop the first comprehensive toy safety standard more than 40 years ago, and remains committed to working with medical experts, governments, consumers, and the industry on ongoing programs to ensure safe and fun play.
As a global leader, The Toy Association produces the world-renowned Toy Fair™ in New York City; hosts marketplace activities in Los Angeles; engages in state, federal, and international advocacy on behalf of its members; supports the inventor and design community through People of Play™ and its numerous assets and events, including the consumer-facing Chicago Toy & Game Fair; sustains the Canadian Toy Association; acts as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable; and chairs the committee that reviews and revises America’s widely emulated ASTM F963 toy safety standard.
The Toy Association’s philanthropic arm is The Toy Foundation™, a 501 (c)(3) children’s charity that acts as the uniting force for the collective philanthropy of the toy industry. To date, The Toy Foundation has delivered the joy of play to 33 million children in need worldwide.
It was well attended show with thousands of people in attendance from all parts of the world in attendance, debuting new products never seen before and dynamic speakers speaking on panels.
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