Toy Fair® 2026 Invites Toy Brands to Shine on a Global Stage

August 6, 2025 | With Toy Fair® 2026 general exhibit sales currently open, hundreds of global toy brands — including Crayola, Hasbro, LEGO, Just Play, Jazwares, Mattel, Spin Master, and more — are eagerly preparing their plans for the premier event in the toy industry. Potential exhibitors can apply to secure booth space, private meeting suite space, and lock in promotional opportunities for the show, taking place February 14 to 17 at the Javits Center in New York City.

“From gaining visibility with buyers and media to networking with industry leaders and unmatched programming, exhibiting at Toy Fair delivers opportunities you simply can’t find anywhere else,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association. “We’re excited to welcome both familiar faces and first-time exhibitors as we create another exciting chapter for the toy industry in New York City.”

In 2026, the show floor will welcome thousands of play professionals — from retail buyers to inventors and designers, licensors, and media from around the world — to explore the equivalent of nearly eight football fields filled with toys and games. At the last Toy Fair, the event attracted buyers from mass, mid-sized, and specialty retail outlets spanning all 50 states and 79 countries and territories, with nearly 100 countries represented across all categories of attendees. From Amazon and Barnes & Noble to Five Below, Macy’s, Target, and Walmart, 21 of the top 25 toy sellers were in attendance to discover tens of thousands of products from nearly 850 exhibiting companies — including nearly 250 emerging toy companies showcasing for the very first time.

Across every aisle, attendees will find every product category imaginable — from dolls, plush, and action figures to STEAM toys, collectibles, licensed products, outdoor play, and more — reflecting the innovative spirit and boundless creativity of the global toy industry. The dedicated Launch Pad area on the show floor will also showcase cutting-edge concepts from startups and inventors.

Toy Fair is also a magnet for the media, with nearly 1,000 global journalists, social media influencers, and digital content creators attending the last show to report on the industry’s hottest trends and biggest stories. Coverage from outlets like The Wall Street Journal, Good Morning America, The New York Times, and Bloomberg, along with top-tier influencers such as We Wear Cute and Toy Testing Sisters, generated millions of impressions — giving brands visibility and buzz that extends far beyond the show floor.

Building on the success of past editions, the show’s visual merchandising initiative will return, requiring exhibitors to make products visible in at least 20 percent of their aisle-facing space, enhancing engagement and media visibility. Additionally, the Reimagination Awards will recognize standout booth displays, judged by industry experts across four categories, and will be announced during the show.

Toy Fair University will also return, offering top-notch educational programming covering industry trends, IP protection, licensing strategies, and more throughout the event's four days. The call for speakers is currently open; click here to complete an application and here for more insight into the speaker selection process. More programs and initiatives will be announced in the upcoming months.

Interested companies are encouraged to contact their account executive with questions about exhibiting at Toy Fair. Company names beginning with A–M: contact Peri Halprin; N-Z: contact Stacy Liebensohn.

Toy Fair® will take place February 14 to 17, 2026 at the Javits Center in New York City. Attendee registration will open in September. Visit ToyFairNY.com to learn more.