The 120th annual Toy Fair New York transformed the Javits Center into a global epicenter of imagination, commerce, and connection, proving that the business of play is stronger than ever.
From February 14 through 18, 2026, the 120th annual Toy Fair New York returned to the Jacob Javits Center, marking a historic milestone for the largest toy show in the Western Hemisphere. Produced by The Toy Association, this year’s show reflected more than a century of industry growth while spotlighting what lies ahead for the $45.6 billion U.S. toy market.
The celebratory tone was set with a ribbon cutting ceremony and parade of costumed characters that welcomed tens of thousands of global play professionals from nearly 100 countries. More than 720 exhibitors, including over 170 companies debuting in the U.S. market, filled the show floor with hundreds of thousands of toys, games, collectibles, plush, STEM kits, and licensed products expected to shape 2026 retail shelves.
One of the most anticipated moments was the Toy Trends Briefing, which outlined six themes defining the year ahead:
- “Forever Young” highlighted the continued rise of adult consumers in the toy space.
- “Cozy Culture” emphasized screen-free and sensory-focused play.
- “Inspiring Inventors” underscored the influence of creator culture and STEM learning.
- “Express Yourself” focused on collectibles and personality-driven products.
- “Throwback Toys” captured the ongoing power of nostalgia.
- “Fan-Driven Play” demonstrated how licensing and cultural moments are accelerating product momentum. Licensing now accounts for more than one-third of U.S. toy sales, reinforcing the importance of fandom and cross-platform storytelling.
Toy Fair University further elevated the experience with educational sessions spanning creative development, marketing strategy, licensing, sustainability, retail, and legislative updates. From discussions on intellectual property protection to insights on tariff advocacy and toy safety regulations, the programming reinforced Toy Fair’s role as both marketplace and strategic forum for the global toy ecosystem.
Women in Toys, Licensing and Entertainment, a non-profit organization advocating for the advancement of women in the toy and licensing industries, maintained a strong presence at this year’s Toy Fair. WiT hosted small group mentorship sessions with members of its Board of Directors and senior executives from companies such as Spin Master, Mattel, TOMY International, and The LEGO Group. These sessions allowed attendees to gain practical insights while fostering meaningful industry relationships, reflecting WiT’s mission to share knowledge and create opportunities that support its members at every stage of their careers.
The networking momentum continued Sunday evening at WiT Lounge: Beats, Bites + Bevvies, hosted at Music for a While inside Hotel Alameda. The exclusive member event brought together executives, creatives, marketers, and innovators for an evening of conversation, cocktails, and connection in an intimate setting just steps from the Javits Center.
As the nephew of WiT’s Executive Director, Angelina Castro, I was particularly moved to see the culmination of WiT’s efforts and help out with the event behind the scenes along with the staff and team of volunteers. Supported by annual sponsors including Amazon, Hasbro, Mattel, Paramount, Disney, LEGO, Spin Master, Bandai Namco, VTech, and others across Platinum, Gold, Silver, Bronze, and Supporting tiers, WiT’s extensive New York City network was evident throughout the evening. The gathering reflected the strength of the organization’s community and its growing influence within the global play industry.
As Toy Fair marked its 120th anniversary, the message was clear. Play continues to evolve alongside culture, commerce, and community. From trend forecasting and deal making on the show floor to mentorship and high-level networking after hours, Toy Fair New York 2026 reaffirmed its position as the leading global platform where the future of play takes shape.
One memorable toy from the event that stood out was the Dizzy Dreidel from Hootenanny Games at Toy Fair. Spinning the dreidel is an active part of Hanukkah and the game looked like a lot of fun. It will be available in October.
