Toy Fair, the largest toy industry trade show in the Western Hemisphere, returned for its 120th annual event, complete with reveals, demos, and fun for all ages. Held at the Javits Center in New York City from February 14-17, 2026, tens of thousands of industry guests got first looks at the latest innovations from toy companies representing dozens of countries. From early childhood development toys to trading cards, there’s a toy at Toy Fair for every kid, even if that kid is you!
Produced by The Toy Association, Toy Fair is an industry-exclusive trade show for toy retailers, executives, and creatives who can step inside expansive booths to see what’s new, up & coming, and even some prototypes from giants such as Hasbro, Mattel, Bandai Namco, Funko, McFarlane Toys, Kess, Blokees, Relatable, Super Impulse, LEGO, and Pokemon. These companies showcased iconic properties such as Star Wars, Transformers, Marvel, Peanuts, Sanrio, One Piece, and Disney, alongside all-new original characters and rising sensations like last summer’s blockbuster KPop Demon Hunters, which undoubtedly took over the Exhibit Hall with a slew of action figures, assorted roleplay toys, and Spin Master‘s hands-on creative activities (below).
There’s no better way to experience these toys than with their very own creators, developers, and brand experts. From young to old, there’s something for everyone: building toys, sports equipment, digital games, plushies, science kits, R/C toys & drones, art supplies, board games (like Kess Entertainment’s reveal of Sonic Knock, below), costumes, musical instruments, and electronics.
Trading cards continued to have a major presence as well. In addition to household names like Pokemon, Konami’s Yu-Gi-Oh, Cryptozoic, Ultra Pro, Ravensburger’s Lorcana, Panini, Pulse Sports Cards, and last year’s debut of Cookie Run TCG, the new trading card company KAYOU made a huge splash with a stunning wall featuring cards of My Little Pony, DC Comics, Harry Potter, Transformers, Powerpuff Girls, SpongeBob SquarePants. They also revealed plans to release a KPop Demon Hunters set this summer!
Toy Fair is also a first-hand way to keep a finger on the pulse of what’s trending! Thanks to the annual “Toy Of The Year Awards”, on display are not only winning toys like this year’s American Girl Disney Moana Collection by Mattel or “kidult” toy of the year LEGO Game Boy, but all of the nominated innovative & viral creations! There were truly countless standouts for 2026.
But, of course, everyone has a soft spot for their favorites, whether it’s for the 30th anniversary of Tamagotchi (above), last year’s acquisition of Mighty Morphin Power Rangers by Playmates, Super7’s retro-style superhero figures, the limited edition Stern Pinball machine celebrating Pokemon’s 30th anniversary, Ty Beanie Babies, or the patent pending TalkBak by Smith Brands (below), reminiscent of the Yak Bak voice recorder from the mid-1990s!
It was ever-so evident at the 120th Toy Fair that fun knows no bounds! And 2026 is already shaping up to be a huge year for the U.S. toy industry, already a $45.6 billion market. Who knows what next year will bring? In the meantime, be sure to see more images in our photo gallery as well as our video recap from the event below. For more information on Toy Fair, visit the official Toy Fair website.
lesdudis.com 