Preview of the 2026 New York Toy Fair in the United States (US)

The U.S. toy market is valued at $41 billion, serving as a barometer for global play trends. In the first half of 2025, licensed toys accounted for 37% of sales, with an 18% year-on-year growth. IPs such as Pokémon, Minecraft, and F1 racing have rapidly gained popularity through films and streaming media, while adult players (Kidults) have also become a new driving force for growth.

At the exhibition site, participants can intuitively experience how these trends are being implemented, which products truly "go viral," and which brands are leading a new wave of consumer trends.

This exhibition has currently attracted buyers from 58 countries and regions to register for participation, including 18 of the world's top 25 retailers. These buyers collectively generate over $2.5 trillion in revenue annually.

For international brands, this is not only an opportunity to showcase products but also an excellent window to observe how global buyers prioritize categories and influence market shelves in various regions.

The first day of the Toy Trends Briefing will gather the American Toy Association's in-depth research findings from hundreds of companies, combined with on-site exhibits, to help attendees understand "what is popular now" and "what will be popular in the future."

In addition, the Toy Fair University educational series will continue, covering topics such as AI technology, sustainability, licensing operations, and more, helping international audiences translate trend insights into practical strategies for local markets.

The New York Toy Fair is not only a platform for new product launches and collaboration negotiations, but also an essential course for observing trends, gathering intelligence, and expanding markets in the global toy industry. Here, data is not just numbers, but the trajectory of industry development; exhibits are not just products, but previews of future markets, making it an indispensable stop for every company looking to compete and grow in the global market. Buyer registration for the exhibition is now open. It is important to note that the entry fee will increase starting January 1, 2026. Early registration not only allows you to enjoy discounted prices but also unlocks four days of access to the fair, covering all courses, networking opportunities, and special events.