From shelf staples to the next big thing: Find it at Toy Fair® 2027

The next bestseller, breakout brand, or product your customers can’t stop talking about could be waiting on the Toy Fair® show floor. At Toy Fair 2027, taking place February 20 to 23 at the Javits Center in New York City, retailers can explore thousands of toys and games across every category of play, bringing the full spectrum of the global toy marketplace together under one roof at the largest toy show in the Western Hemisphere.

From dolls, action figures, collectibles, and plush to games, puzzles, arts & crafts, building sets, outdoor toys, STEAM products, infant & preschool items, and more, the Toy Fair show floor offers a comprehensive look at products across every major category of play. Buyers can discover new introductions from established global brands while also scouting emerging companies and first-time exhibitors bringing fresh concepts to market. That breadth makes Toy Fair a valuable sourcing destination for retailers of every size and format.

“Retailers come to Toy Fair with different customers, different footprints, and different assortment strategies, and the strength of the show is that there is something here for all of them,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association™, producer of Toy Fair. “And because so much of the industry is together in one place, buyers can reconnect with trusted partners, discover companies they may never have encountered before, and get a much broader view of where the toy marketplace is headed. In just four days, retailers can come away with a clearer picture of what will resonate with their customers in the year ahead.”

That opportunity has long made Toy Fair a destination for buyers across every segment of retail. At the 2025 show, thousands of buyers from mass, mid-sized, and specialty retailers spanning all 50 states and 68 countries and territories came to New York in February to preview upcoming holiday collections.

Amazon, Barnes & Noble, Five Below, Macy’s, Target, Walmart, and all of the top 25 US toy retailers were represented as buyers explored tens of thousands of products from more than 720 exhibiting companies. The exhibitor mix ranged from billion-dollar global brands to more than 175 emerging toy companies exhibiting at Toy Fair for the first time.

Beyond the show floor

Product discovery is only part of the value the show offers retailers. Toy Fair also equips attendees with the tools they need to anticipate consumer purchasing patterns and make data-driven decisions, thanks to the wealth of educational programming available at the show.

The curriculum for Toy Fair University includes seminars, dialogues, and panel discussions led by top industry experts and thought leaders. Featuring timely topics impacting the toy marketplace, attendees can take insights from these sessions back to their businesses as they consider everything from product selection and merchandising to marketing and customer engagement.

Attendees can also gain a forward-looking perspective at The Toy Association’s annual Toy Trends Briefing, where the Association’s trends team will unveil the key trends expected to influence toys, play, and consumer purchasing in the year ahead. This briefing represents the culmination of the trends team’s hundreds of meetings with toy & kids entertainment companies leading up to Toy Fair, while also addressing the impact of parallel industries on the toy space. The team will present key data and insights from a new survey of 1000 US parents and reveal the trends expected to shape the toy industry in 2027. The briefing will also feature product examples from the show floor, offering attendees a hands-on look at the products poised to make a splash in the year ahead.

As Toy Fair 2027 approaches, now is the time to plan your trip. Registration is open to the trade at ToyFairNY.com. Secure your badge, book hotels through onPeak – Toy Fair’s exclusive housing partner – for the best rates near the Javits Center, and map your personalized agenda with the Toy Fair mobile app.

Toy Fair will take place February 20 to 23, 2027 at the Javits Center in New York City. Visit ToyFairNY.com to register and for more information.