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TOTY

Join us
Feb. 14-17
at Toy Fair

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The Toy Association’s mission is to be a unifying force in service of members’ creativity, responsibility, and global success, advocating for their needs and championing the benefits of play.

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Engage with the people and programs making a difference in the toy industry.
2/3/2026

Engage with The Toy Foundation™ at Toy Fair®

From attending the Toy of the Year® (TOTY®) Awards fundraiser to donating product at the close of Toy Fair, there are multiple opportunities for every exhibitor and attendee to get involved and give back.

2/3/2026

U.S. Toy Industry Returns to Growth in 2025, Circana Reports

Following two years of stagnation and decline, the U.S. toy industry returned to growth in 2025.

Powerful Benefits

Tools to Help You Compete, Grow, and Thrive in the Toy Industry

The Toy Association is committed to empowering small and mid-sized businesses with the tools and support they need to succeed. Whether you’re just starting out or scaling up, we’re here to help you compete and grow in today’s market, offering support for navigating complex regulations, building retail relationships, and much more.

Small Business Resources

Mid Market

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Emerging

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New Emerging

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What Members are Saying

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The Toy Association team is quick to respond and support our needs, from showcasing our new innovation to coordinating industry-wide communications support, to sharing trends and insights that help us navigate the ever-changing toy landscape."

—Tammy Smitham, VP, Communications & Corporate Citizenship, Spin Master

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The Toy Association is dedicated to product safety and committed to educating both consumers and industry representatives. They are the voice of the industry, representing and advocating for members every day, at the state, federal and international levels. "

—Michille Balliet, Director Product Safety & Regulatory Affairs, Crayola

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The Toy Association is a lead voice in the industry with government officials and other stakeholders. Its active engagement can be especially important in raising awareness of the impact of legislative and regulatory proposals on the industry and pursuing workable solutions."

—Steve Totzke, President & Chief Commercial Officer, Mattel, Inc.