‘Powerhouse’ Edition of Toy Fair Spotlights Hundreds of Toy Brands in NYC

2025.03.26

Thousands of new products for 2025 and beyond were on display for buyers during the 119th edition of Toy Fair, hosted by the Toy Association, earlier this month.

Taking place March 1-4  at the Javits Center in New York City, Toy Fair brought in thousands of buyers from all across the United States and nearly 80 countries. Nearly 850 companies were present to share their new lines, 2025 holiday toy collections and even some spring 2026 collections. More than 200 emerging toy companies were first-time exhibitors at Toy Fair.

“From the moment we cut the ribbon at the opening ceremony, Toy Fair ignited with an energy that carried through every aisle, stage, and networking event,” said Greg Ahearn, president and CEO of the Toy Association. “It was a powerhouse show filled with momentum as industry leaders, retailers, inventors, designers, and more came together to participate in the most efficient and valuable four days of the toy planning year.

“Deals were made, creativity flourished, and new opportunities emerged, reinforcing Toy Fair’s role as a cornerstone event of the global toy industry. This year’s show proved once again that when we unite, the possibilities are endless.”

This year’s Toy Fair featured many toys that included the emerging trend of “newstalgic” toys – toys that generate a nostalgic feeling coupled with a modern twist. It was also a hub for many industry conversations on AI in toys, today’s marketing landscape, tools for inventors and more.

“Attending Toy Fair 2025 was an invaluable experience,” said Anna Greusel, divisional merchandise director at SSA Group, which supports zoos, museums and other similar attractions. “It not only allowed me to explore the latest trends and innovations in the toy industry, but also gave me the opportunity to connect with our existing vendors, build new relationships, and discover unique products that align perfectly with the needs of my business.”

Mark Carson, president and co-found of Fat Brain Toys, praised the show’s attendance this year.

“It was a really fantastic show for us,” Carson said. “There was a lot of great foot traffic, and [Toy Fair is] really in the center of the toy universe when it comes to specialty, mass, and everybody who wants to see what’s new in the industry.”

Throughout the show, hundreds of industry professionals and companies donated nearly $1.3 million worth of products and financial contributions to the Toy Foundation’s Toy Chest initiative, the philanthropic arm of the Foundation that works to bring play to millions of children who may be in under-resourced communities, affected by disasters or undergoing medical treatment.

“We closed the show with an inspiring reminder of our industry’s generosity through The Toy Foundation’s toy collection,” Ahearn said. “Toys do more than entertain — they are a critical ingredient to a child’s physical, mental, and emotional development. Toys spark imagination, create lasting memories, and bring people together across generations, especially for kids who need the comfort of toys and play the most.”

The 120th edition of Toy Fair is scheduled to take place Feb. 14-17, 2026 at the Javits Center.