Toy Association to Unveil 2026 Play Trends at Valentine's Day Briefing

Event summary

  • The Toy Association will host a Toy Trends Briefing on February 14, 2026, at Toy Fair® in New York City.
  • The session will reveal top toy and play trends for 2026, backed by a national survey of U.S. parents.
  • Toy Fair® runs from February 14 to February 17, 2026, at the Javits Center.
  • The Toy Association represents over 800 members with a $45.6 billion U.S. domestic toy market impact.

The big picture

The Toy Association's annual trend briefing comes at a time when the toy industry is navigating shifting consumer preferences and increasing competition from digital entertainment. With a $45.6 billion domestic market impact, the insights shared could influence product development and marketing strategies for key players. The event also underscores the association's role in shaping industry standards and safety protocols.

What we're watching

Trend Validation
Whether the identified trends align with actual consumer spending patterns through the 2026 holiday season.
Industry Collaboration
The pace at which global toy companies adopt and commercialize the highlighted trends.
Regulatory Compliance
How new trends may impact adherence to existing toy safety standards like ASTM F963.