Toy Fair is the largest toy industry trade show in the country with over 8 football fields’ worth of toys represented by companies from all 50 states and over 80 other countries. Returning to the Javits Center in New York City from March 1-4, 2025 for 20,000+ attending industry professionals, this was the 119th Toy Fair and featured household names like Crayola, Mattel, Hasbro, LEGO, Ty Inc., Funko, Bandai, Spin Master, Pokemon, and nearly 900 other exhibitors.
Produced by The Toy Association, Toy Fair is the place to be for toy retailers, executives, and creatives. Not only will you discover what’s new, up & coming, and still in the works, but thanks to the “Toy Of The Year Awards” you’ll learn about the hottest trends and most viral creations. It’s 2025 and exhibitors now have signage indicating that their toys are an internet sensation on TikTok & beyond: popular toys like ZipString, Tipsyland, and Kanoodle… just to name a few!
Of course there are brands & licensed properties we all know & love: Sesame Street, Hello Kitty, Bluey, Paw Patrol, Spider-Man, Power Rangers, Garfield, Sonic, Star Wars, and so on. And this year Mattel was celebrating their 80th anniversary with a special showcase for their products which include Barbie, Hot Wheels, Fisher Price, Uno, American Girl, and other iconic toy lines. Plus plenty of other exciting displays for both kids & ‘kidults’ alike, as well as mascot appearances all throughout the weekend! We’re talking about opportunities to meet Paw Patrol’s Marshall & Skye, Care Bear’s Funshine Bear, Pokémon’s Eevee (below), Bluey & Bingo, various Furbies & Squishmallows, and so many others!
And as you learn about these characters, you’ll also learn about all of the new toys that will soon be hitting the market. Get connected with distributors like Entertainment Earth, ACD, MJ Holding, Excell, and Diamond so that your store can carry the latest & greatest in collectibles like Hasbro Marvel figures, McFarlane anime toys, Blokees model kits, Kess board games, and exclusive Funko Pops… or trading card company offerings such as CyberCel, Konami’s Yu-Gi-Oh, Evo Retro, Panini, Ultra Pro, Cryptozoic Entertainment, Pulse Sports Cards, Ravensburger’s Lorcana, Magic: The Gathering, or all-new TCG products like CookieRun (below) & TOTYM which are both launching later this year.
And it looks like retro is so back in 2025! Yo-yos are on the rise again with a huge presence at the show by Yomega, Duncan, and Bandai’s newest Hyper models, along with other classic (but never forgotten) toys & funtivities like Koosh, Pinewood Derby, Tamagotchi, Beanie Babies, Choose Your Own Adventure, and even Highlights Magazine. But times are changing and so are the ways that kids learn & play. It was amazing to see all the new STEM, MESH, and other various critical thinking toys & games that will be available very soon:
LukiLab, Learning Resources, BasicFun!, and Horizon Group (above) are just some of the many companies doing great things in these categories. Even athletic toys (sports, scooters, inflatables, etc.) & musical instruments (ukuleles, Otomatones, percussion kits, etc.) could be found at Toy Fair. Such fun ways to help develop motor skills & encourage creativity!
The possibilities at Toy Fair are endless with a plethora of every kind of toy imaginable: self-transforming robots from Robosen, out of this world action figures from NECA & Super7, party games from Exploding Kittens (Throw Throw Burrito, Really Loud Librarians), Op Games (Tapple Mini, Hues & Cues), and Goliath (Unsolved Case Files, Only Murders In The Building), or even costumes from Rubies & their parent company’s acquisition of Party City… it goes on & on!
The dates for next year’s Toy Fair have already been set for February 14-17, 2026. If you are in the toy industry and are interested in exhibiting or attending, click here for more information. In the meantime, check out our full photo gallery from this year’s Toy Fair.
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