Dear Toy Association Members,

As we begin 2026, the toy industry stands at an important moment — one defined by opportunity, innovation, advocacy, and a continued sense of collective purpose.

At The Toy Association™, our focus in the coming year is clear: to build on the strong foundation we’ve created, listen closely and react to our members’ needs, and continue delivering experiences, insights, and advocacy that move the toy community forward.

It all kicks off with Toy Fair® 2026! This international event returns to the Javits Center from February 14 to 17, once again bringing the global toy and play industry together for the most productive four days of the year. Everyone is invited to the Toy of the Year® (TOTY®) Awards on Friday, February 13, where we celebrate excellence, creativity, and innovation while supporting The Toy Foundation’s mission to deliver play to children who need it most. Throughout Toy Fair, exhibitors and attendees can expect a broad array of retail, licensor and media representation, expanded education, inventor programming, student engagement, and increased networking opportunities designed to ensure every participant leaves with new ideas, new connections, and real momentum.

On the West Coast, The Toy Association’s Toy Building in El Segundo will continue to serve as a year-round hub for business and collaboration. In 2026, we’re expanding activity with the LA Spring Preview® (April 20–24) and a 2-week LA Fall Preview® (September 14–25), further establishing Los Angeles as a vital center for early toy discovery, valuable meetings, and relationship-building. The initial success of the building confirmed what we believed from the start: our industry benefits when it has dedicated spaces designed by toy people, for toy people built with the singular goal of helping companies grow.

And we will enter the second full year of People of Play™ as part of The Toy Association, including its key events hosted in Chicago and beyond, as we continue to inspire innovation and creativity and provide the perfect kickoff to the holiday shopping season with The Chicago Toy & Game Fair.

Advocacy will remain a central focus of our team this year. Building on the success of 2025’s Washinton D.C. Fly-In event, we will return to Washington in June to amplify the toy industry’s voice, highlight the economic and social value of play, and ensure policymakers understand the unique needs of our industry. These efforts are essential to protecting innovation, jobs, and access to play for families everywhere.

As we look forward, it’s also important to reflect on how far we’ve come. In 2025, we launched our three-year action plan centered on Engagement, Experiences, Advocacy, Information, and Giving Back — a roadmap designed to meet the evolving needs of our members. That plan guided a year filled with milestones, including the return of Toy Fair to Q1 in New York, the rapid development and opening of the Toy Building in El Segundo, new government engagement events (including the White House Easter Egg Roll and International Day of Play initiatives), expanded People of Play programming in Chicago, and a renewed focus on member engagement through in-person and webinar forums and listening sessions.

2025 also tested our industry. From tariff uncertainty to regulatory complexity, the toy community faced real challenges. What stood out most was the unity and resilience of companies large and small. Through ongoing member briefings, global coalition-building, and direct engagement with lawmakers, the industry united to share insights, support one another, and create change. It was a powerful reminder of what’s possible when we act collectively.

Equally important was the continued growth of The Toy Foundation. Through the Toy Chest, Play Fund, and a massively successful fundraising outcome from the Toy of the Year Awards and Golf & Give events in New York City and LA, the industry’s generosity helped bring comfort, joy, and play to children in hospitals, disaster-impacted communities, and underserved areas — reinforcing that giving back is not just part of what we do, but who we are.

As 2026 begins, I’m confident in the path ahead and The Toy Association’s ability to provide support as we navigate challenges and create new opportunities. The toy industry is a unique community: creative, collaborative, and deeply committed to the development and well-being of children and families everywhere. When we stay connected, informed, and engaged, we can (and will) achieve greatness together.

With appreciation and enthusiasm,
Greg Ahearn
President & CEO
The Toy Association™