Q&A with CHITAG Founder Mary Couzin

July 3, 2025 | The Chicago Toy & Game Fair (CHITAG) returns November 8 to 9 in Rosemont, IL, marking more than 20 years as North America’s largest consumer toy and game fair. This year’s “Wishlist Weekend” invites families to kick off the holiday season by discovering and playtesting the hottest toys and games in person. Toy News Tuesday editors caught up with Mary Couzin, senior vice president and founder/leader of People of Play™ at The Toy Association™, about what makes CHITAG a must-attend event and why these authentic, hands-on experiences matter so much.

CHITAG has such a long history. How has the event evolved over time?
When I first started this event, the goal was simple: share the importance of play and connect toy and game companies with the people who actually play with their products. Over the years, it’s grown into this incredible community event that draws families, educators, inventors, and media. We’ve kept the core idea — hands-on, authentic engagement — but we’ve also expanded the platform to offer even more opportunities for brands and attendees. 

What also makes the event so special is its timing, taking place right in that sweet spot when the last of the Halloween candy has been eaten and holiday toys and gifting shift fully into focus. CHITAG is the ultimate Wishlist Weekend, creating a moment that kicks off the entire holiday season in the most playful way possible for the industry and families alike.

What makes CHITAG different from other industry events?
CHITAG is all about real, meaningful connections — it’s open to the public and designed for families to get hands-on with toys and games. That transparency is so important. Companies get to see kids playtest, hear unfiltered feedback, and create genuine excitement. At the same time, families get to discover new favorites, in some cases, before they hit store shelves or become massive hits. It’s a win-win, and there’s really nothing else like it.

There’s also huge media value! From national news outlets to digital content creators, everyone is there covering what’s new and exciting. Last year, we saw over 1.5 billion media impressions! But at its heart, it’s about authenticity. Companies get to share their stories in a human way, and that’s incredibly powerful in today’s world.

For companies considering participating, what do you hope they take away from the experience?
I hope they see the value of showing up — not just to sell, but to truly engage with the end consumer. There’s something incredibly powerful about watching a child fall in love with your product right in front of you. You can’t replicate that in an online ad or on a store shelf. And beyond that emotional connection, companies get to be part of a holiday tradition that families look forward to every year. We have second generations now attending with their kids.  They gain insights, create buzz, and help shape what ends up on those wish lists. CHITAG is the unofficial start of the holidays. It’s a time for families to make memories, for brands to shine, and for all of us to remember why we do this work in the first place: to inspire joy through play.

To secure your presence with exhibit space, sponsorships, or both, or for more information, reach out to Stacy Liebensohn, senior account executive at The Toy Association. 

CHITAG is North America’s largest consumer toy and game event, taking place November 8 to 9 in Rosemont, IL. CHITAG is hosted by People of Play™, a division of The Toy Association™. Click here to learn more.