Top Toy Sellers Representing $40 Billion U.S. Toy Industry Registered for Toy Fair®

May 18, 2023 | From Amazon and Barnes & Noble to Dollar General, Target, Walmart, and more, 17 of the top 25 toy sellers representing the $40 billion U.S. toy industry have already registered for Toy Fair®. This year’s show, taking place September 30 to October 3 in New York City, will offer an all-in-one solution for both mass and specialty buyers looking to source eye-catching and innovative products to draw in shoppers and gain a competitive edge.

“Toy companies and retailers need to continually assess the play landscape in order to create products that lean into viral and societal trends, children’s asks, parental preferences, and consumer shopping habits,” said Kimberly Carcone, executive vice president of global market events at The Toy Association. “It’s a competitive industry that demands a lot from companies that want to break through the clutter and succeed. At Toy Fair, toy companies and play professionals will be able to access the most valuable, relevant, and forward-looking content available to help drive their businesses forward, ace essential buyer interactions, unlock supply chain solutions, and tap into new strategies to meet consumer demands.”

Over the course of the four-day event, attendees can tap into Toy Fair University educational programming curated to address the most pressing needs of the global toy industry. From unpacking the latest trends in toys, games, and entertainment to guidance on safety and compliance issues, to new insights on AI, the metaverse, supply chain solutions, and licensing opportunities, this year’s lineup of sessions will deliver research, case studies and best practices from a slate of top-tier toy, play, academic, and toy-adjacent thought leaders. Each session will be followed by an audience Q&A.

Toy Fair will also lean further into its position as a meeting ground for media and relationship-building with new initiatives like the Visual Merchandising Initiative, which will require exhibitors to make product visible in at least 20 percent of their booth space. Companies that create the most visually creative and inviting booths to engage buyers and press will receive one of Toy Fair’s inaugural Reimagination Awards.

The influence of global trends and parallel industries will also be seen across the show’s new dedicated product zones, showcases, and pavilions. The World of Toys Pavilion in partnership with Spielwarenmesse eG will spotlight brands and playthings from around the world; a Halloween Pavilion will dig into the influence of Halloween-related products and experiences; a “Hot for Holiday” display will key into what families will be vying for in Q4 2023; and the “Pet PLAYce” section will put the focus on playful products for pets.

“We invite every exhibitor and attendee to take advantage of the show’s world-class content and opportunities to put their products front and center to meet their business needs,” added Carcone. “At Toy Fair, you’ll find everything you need to succeed, whatever your place in the business of play.”

Toy Fair will take place September 30 to October 3 at the Javits Center in New York City. Visit for more information.