Toy fairs are crucial events for the industry, serving as hubs for launching new products, spotting trends, and building business relationships. They gather manufacturers, distributors, retailers, and enthusiasts from around the world. Here’s a look at some of the most significant toy exhibitions globally.
1. Americas
New York Toy Fair (Toy Fair NY)
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Location: New York, USA – Javits Convention Center.
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Date: Typically held in mid-February (e.g., February 14-17, 2026).
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Significance: It’s North America’s largest toy-specific trade show, organized by the Toy Industry Association. Major companies like Mattel, Lego, and Hasbro often debut new products here, and the trends announced are influential globally.
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Scope: Exhibits range from traditional toys (plush, dolls, models) to smart toys (programmable robots, AR/VR toys), educational toys (STEM products), outdoor toys, and collectibles.
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Value: It’s a key platform for accessing the North American market and a significant event for global industry networking.
2. Europe
London Toy & Hobby Fair
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Location: London, UK.
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Significance: A major toy trade platform in Europe that brings together numerous潮流 (trendy) toy brands.
Nuremberg Toy Fair (Spielwarenmesse)
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Location: Nuremberg, Germany.
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Date: Late January to early February (e.g., January 28 – February 1, 2025).
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Significance: Founded in 1949, it is one of the world’s three largest toy fairs and has a very broad international reach. It is a trade-only event focused on business-to-business connections.
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Scope: Its exhibits cover a vast array of products, including model trains, tech and electronic toys, educational toys, action toys, plush toys, games, books, and wooden toys.
3. Asia
Hong Kong Toys & Games Fair
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Location: Hong Kong Convention and Exhibition Centre.
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Date: Mid-January (e.g., January 12-15, 2026).
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Significance: It is the largest toy exhibition in Asia and the second largest in the world.
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Scope: The fair features a diverse range of products, including smart toys, sporting goods, playground equipment, models (for older children and collectors), and a dedicated Brand Name Gallery. It often runs concurrently with the Hong Kong Baby Products Fair, sharing buyer resources.
Tokyo Toy Show
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Location: Tokyo, Japan (typically at the Tokyo International Exhibition Center).
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Date: Usually in June.
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Significance: Organized by the Japan Toy Association (JTA) since 1962, this show is a key event in Asia for showcasing both Japanese and international brands. The first two days are typically for trade, while the latter two are open to the public.
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Trends: The show is known for highlighting technology and innovation (like AI-integrated companion toys), character IP licensing, and products appealing to adult collectors. Many Chinese潮玩 (trendy toy) companies also exhibit here to access the Japanese market.
4. The Value of Attending Toy Fairs
These fairs are more than just places to see new toys. They are important for:
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Spotting Trends: They reveal upcoming trends in design, technology (like eco-materials and smart interactivity), and play patterns .
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Business Opportunities: They offer unmatched opportunities for companies to meet distributors and retailers, expand their international channels, and secure deals .
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Networking: Professionals across the industry—including inventors, licensors, and media—connect, share ideas, and build relationships .
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Brand Exposure: Exhibiting provides significant global visibility and media attention .
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Learning: Many fairs host seminars and forums discussing market demands and the future direction of the industry .
5. Virtual Toy Exhibitions
In addition to physical events, online exhibitions like ToyFaire Online and Digital Toy Con have grown in popularity. These virtual platforms offer year-round access to new product displays and business transaction opportunities, making them accessible to those who cannot travel to major in-person events.
Here is a summary of the key toy fairs in a table for easier reference.
| Toy Fair Name | Location | Typical Timing | Key Characteristics |
|---|---|---|---|
| New York Toy Fair (Toy Fair NY) | New York, USA | Mid-February | Largest in North America, major trendsetter |
| London Toy & Hobby Fair | London, UK | Not Specified | Important European trade platform |
| Nuremberg Toy Fair (Spielwarenmesse) | Nuremberg, Germany | Late January | One of the world’s largest, historic, B2B focus |
| Hong Kong Toys & Games Fair | Hong Kong | Mid-January | Largest in Asia, second largest globally, highly diverse |
| Tokyo Toy Show | Tokyo, Japan | June | Strong in technology, character IP, and潮玩 (trendy toys) |
✨ Conclusion
Whether it’s the massive New York Toy Fair, the historic Nuremberg Spielwarenmesse, the Asian powerhouse Hong Kong Toy Fair, or the tech-savvy Tokyo Toy Show, each of these events plays a vital role in shaping the global toy industry. For professionals in the field, attending these fairs is essential for staying competitive and inspired. For enthusiasts, they offer a exciting glimpse into the future of play.
