Another New York Toy Fair is in the books. It seems the overall consensus was one of relief and cautious optimism as 2025 moves further away in the rearview mirror. It also appears that the lower-level had a lot of life and activity, with small publishers making big efforts to draw people in; we look forward to seeing continued growth of the lower-level in 2027! There were also butts and farts, lots and lots of butts, and even more farts. (If you know, you know…)
Here’s what our boots on the ground, Al Ullman and Michael Fisher, had to say:
Al: Now that we have all had some time to digest the 2026 New York Toy Fair, it is a perfect time for some reflection. This year’s show was a bit unusual; fewer exhibitors than at previous shows, but better attended overall. The 2025 show was shadowed by uncertainty and frustration over tariffs and how they would affect business. Now, with a year of dealing with tariffs under our belts, the uncertainty has diminished, but the frustration lingers. There is also a stark difference in the energy of the upstairs and downstairs halls; while more dollars may move upstairs in the enormous walled-off booths of the largest publishers, it is clear that the life of NYTF is actually on that lower level. Newer publishers are making huge innovations that should be in the limelight! I hope that NYTF continues to support and grow that part of the show every year.
Michael: Having attended the NY Toy Fair for close to 30 years now (all of us who are a bit long in the tooth may now fondly remember the 200 5th Avenue building…) I always look forward to it. And while there were markedly fewer exhibitors this year, due no doubt to a number of factors, there was no shortage of enthusiasm. I think this enthusiasm was fueled by a sense of being “glad that 2025 is behind us” and the recognition that a more reasonable (and hopefully stable) tariff policy toward imports from China would contribute to better business opportunities. That said, I do think the optimism was cautious at best, with concerns raised about general economic conditions, consumer buying trends, and policy instability at the Federal level. It is, after all, an election year in front of us. Product trends that I observed included anything that can be made soft and squishy. And let’s not forget the ever-present flatulence category- a crowd favorite, evidently. Lastly, I also heard several very positive comments about the Toy Fair University. The topics and location for panel discussions were engaging and quite valuable.
Thank you to everyone who took the time to meet with us and tell us about all the ways we can help you in 2026. If we missed you, or if you miss us, please don’t hesitate to reach out to us. You can email your favorite GPI contact directly, or you can reach out to info@madebygpi.com.
