by GREG AHEARN, President and CEO, The Toy Association

The energy is electric, the aisles are buzzing, and the global toy community has gathered in the heart of New York City, which only means one thing: Toy Fair is back! 

Every corner of the Javits Center is bursting with creativity, from booths brimming with innovation and groundbreaking products poised to define the upcoming holiday season to industry professionals reconnecting and meeting new partners. Walking the show floor is a powerful reminder of why we do what we do. The excitement of product discovery and reveals, the game-changing dealmaking, and the serendipitous “casual collisions” in every aisle of the show all reinforce Toy Fair as a cornerstone event of our industry.

But we’re not just celebrating being here today — we’re also looking ahead to the future of the Association, our members, and the toy industry. One of the most exciting milestones on the horizon is the grand opening of an all-new experience in El Segundo, the center of the emerging Toy District in Los Angeles, later this year. 

The Toy Building by The Toy Association is located at 101 Continental Blvd. and will be open August 1 to companies of all sizes, from the largest organizations to startups. We developed this project in direct response to the increasing demand for year-round showroom space in the heart of this fast-growing commercial hub. Being a part of the new toy building goes beyond simply renting space; it means having the support of The Toy Association’s resources to help you achieve results and grow your business.

In November, People of Play’s Inventor Pitch & Innovation Conference will bring together the creative communities that are a foundational part of our industry to share ideas, pitch the next great toy concept, and celebrate greatness at the Toy and Game International Excellence Awards (TAGIEs). Plus, the Chicago Toy and Game Fair will allow every company to participate in the ultimate kickoff to the holiday season, where consumers and national media will come together to see and experience the hottest toys of the year. 

We’re also excited about the 2025 LA Fall Preview market weeks, set for September 8-19. These weeks will be filled with several Toy Association events that will bring the global toy community together in fun and engaging ways. The new Toy Building will serve as the market center where we can collaborate, create, and build on the relationships that start right here at Toy Fair. We can’t wait until September to open this next chapter with all of you. 

Looking forward, The Toy Association’s mission remains clear: We exist to serve our members and the industry worldwide. Every initiative we undertake, every event we produce, and every advocacy effort we champion is designed to strengthen and support you. As we move forward, our work will be guided by the Association’s Three-Year Action Plan, focused on five core pillars that will drive tangible impact:

1. Engagement: A Stronger, More Connected Toy Industry

When we work together, everybody benefits. We are committed to delivering more ways for EVERY member to provide input — because every part of the toy community sparks great ideas. Our ability to be a unifying force within the industry can help drive collaboration, alignment, and new opportunities for every member. 

2. Experiences: Creating Opportunities for Growth

We understand great things happen when we come together as an industry, so we’re investing in events and platforms that connect the toy and play communities. From Toy Fair to the Fall Preview and every aspect of People of Play and beyond, we’re building experiences that facilitate growth, innovation, and partnership — ensuring that companies of all sizes can engage with buyers, media, consumers, and partners in meaningful ways.

3. Global Advocacy: Protecting & Championing Your Interests

As the representative body of the U.S. toy industry, we are your strongest advocate to protect and promote your interests worldwide. We ensure that your voice is heard and the greater interests of our entire industry are strongly supported where and when it matters most — whether it’s the halls of Capitol Hill, in international trade discussions, or throughout the regulatory and standard-setting process.

4. Inform & Educate: Empowering Companies to Succeed

The toy industry is evolving rapidly, and staying ahead of trends, regulations, and consumer behaviors is more critical than ever. That’s why we continue to deliver actionable insights, research, and educational programs designed to help you navigate today’s challenges and prepare for tomorrow’s opportunities. 

5. Giving Back: Elevating the Power of Play

Play has the power to change lives, and through The Toy Foundation, we’re committed to ensuring that every child has access to the joy and benefits of play, where and when they need it the most. From direct product donations to providing funds for hospital grants and disaster relief, together, we are making a significant, lasting impact, and we invite all of you to be part of this very important mission.

The Toy Association is here to serve you, advocate for you, and create opportunities to help you succeed in as many ways as possible. Enjoy Toy Fair, get energized by the passion and creativity, connect with friends and business partners (some are both!), and always know that we’re with you — here in New York, El Segundo, Chicago, and wherever your business goals take you next. I encourage you to stay connected, share your feedback, and contact me anytime at gahearn@toyassociation.org or connect on LinkedIn. Your voice matters.

To learn more about the new Toy Building by The Toy Association or People of Play’s roster of events, you can visit toyassociation.org/lafallpreview
or chitag.com.

A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!