Messeservice
World of Toys – USA / North America
Your leap across the big pond
From 0 to 100: the potential of the US market
With a market volume of approximately USD 42 billion, the U.S. remains one of the most important markets for the global toy industry. While sales saw a slight year-over-year decline of 0.3%, the long-term trend is clearly upward: compared to 2019, the market has grown by an impressive 26%.
Outdoor and sports toys lead the way, generating USD 4.3 billion in revenue. Building sets showed exceptional growth of 16%, driven in part by the success of LEGO’s Botanicals series. Explorative toys – including NBA-branded products – also recorded a strong increase of 10%.
These developments highlight a key message: those who spot trends early and create innovative play experiences have great potential to succeed in this highly competitive, yet opportunity-rich market.
Toy Fair New York
Are you interested in the world's largest toy market?
Spielwarenmesse eG is once again offering you the opportunity to exhibit on a World of Toys joint stand at Toy Fair New York in 2026.
Become part of the World of Toys Pavilion at the Toy Fair New York
Create visibility for your company in the World of Toys Pavilion at the Toy Fair New York 2026! Use the network of Spielwarenmesse eG to plan your trade fair presentation in a professional and relaxed way.
Dates and facts
Next Toy Fair New York: 14 - 17 February 2026
Visitors: only for registered trade visitors, no admission for under 18 years of age
Organiser: The Toy Association, Inc.
Review Toy Fair New York 2025
From 1 to 4 March, Spielwarenmesse eG presented itself for the second time with its own World of Toys Pavilion at the Toy Fair New York. A total of 13 exhibitors from 8 different countries took advantage of the comprehensive package to present their new products at the fair.
Impressions
What our exhibitors say
“Thank you for inviting Warmies to participate in the World of Toys Pavilion. The space was well laid out and presented well. Traffic was good and we had a very successful show.”
Scott Wehrs (Warmies)
“This is the second year we've had the opportunity to exhibit at the New York Toy Fair, thanks to Spielwarenmesse. We're still delighted. The team is there for you, doing their best to help you and find solutions if needed. The stand is given turnkey, which is very practical and saves us a lot of time. We get great visibility from this location and look forward to returning next year.”
Alain Briand (Madcow Entertainment)
“I was delighted to be back exhibiting in New York after a long absence. The show was well attended and we made some interesting contacts. The positioning in the upper hall was good, although it would be desirable to move the stands further forward. The stand system and on-site support were excellent and made the show a lot easier. Even though the mood in the country is a bit down, we will be back next year.”
Joachim Schäfer (Schäfer Toy Company GmbH)
Your contact person
You would like to participate as an exhibitor in our World of Toys programme in the United States? Your contact persons look forward to hearing from you and will be happy to answer any questions you may have.
