With the global toy community heading to New York City for Toy Fair, which runs at the Javits Center from 1-4 March, LicensingSource.net catches up with Kimberly Carcone, evp of global events at The Toy Association, to find out more on what’s planned.
After a year off in 2024, New York will once again play host to the global toy community in March when Toy Fair returns to the Javits Center.
“It remains the most influential industry event in the Western Hemisphere, offering exposure and business opportunities for all – from first-time exhibitors and up-and-coming international companies looking to enter the US market, to buyers, press and the inventor community,” Kimberly Carcone, executive vice president of global events at The Toy Association tells us.
More than 750 exhibitors will be showcasing their products from 1-4 March, while some 196 will be exhibiting at the show for the first time.
When it comes to retailer attendance, at time of writing, there were retailers registered from 48 US states and 53 countries/territories and counting, including 15 of the top 25 toy retailers such as Amazon, Walmart, Target, Macy’s, Barnes & Noble and Five Below.
There has always been a “powerful synergy” between the toy and licensing industries, Kimberly points out, which benefits both sectors.
She continues: “Licensed toy sales in the US for the first half of 2024 accounted for 32% of the total toy market (according to Circana). Licensing brings beloved characters, franchises and brands to life in the form of toys, tapping into built-in fan bases and boosting demand. For Toy Fair and the greater toy industry, licensing is an opportunity to leverage the cultural impact of movies, TV shows, video games and more and deepen a product’s connection with consumers. For licensors, Toy Fair opens new avenues to expand their brand’s reach and profitability, keeping their intellectual properties fresh and relevant.”
Throughout the show, there will be in-booth activations, branded experiences and dedicated educational programming that highlights the collaboration between the two industries.
“Two Toy Fair University sessions are planned: The Licensing Trends Driving Toy Sales presented by Licensing International’s Maura Regan and Jazwares’ Jeremy Padawer; plus Storytelling Should Not Stop at Retail Placement, presented by PowerStation Studios’ Sharon Weisman, Netflix’s Cindy Chan, BBC Studios’ Kristin Fallon and Jazwares’ Kevin Tully,” says Kimberly.
Notably, The Toy Association and Licensing International have a long history of collaboration and partnership. As well as the involvement in TFU, the licensing industry trade body will also be hosting a networking party on Monday 3 March during the show.
Away from the Javits, and kicking off the activity for the show, The Toy Foundation’s 25th Toy of the Year Awards will take place on Friday 28 February at Cipriani in New York City, unveiling winners across 16 categories including licensed product.
It’s set to be a packed four days and Kimberly is clear on the show’s aims: “We heard the industry’s feedback loud and clear. Toy Fair is back in Q1, staying in Q1, and remains the premier North American show for the global toy and play ecosystem. We are confident in our offerings for buyer-seller activities, education, networking and the overall health of the creative pipeline. Additionally, we view Toy Fair as the pipeline for future growth of the North American toy industry, providing opportunities for all stages of business, from students to long-time professionals,” she concludes.
This feature originally appeared in the spring 2025 edition of Licensing Source Book. To read the full publication, click on this link.
