How to Navigate and Engage Media, Influencers, and Creators at Toy Fair
At Toy Fair New York, media, influencers, and creators are all walking the same show, at the same time, to tour the same booths. For marketers, that creates both opportunity and complexity.
While brands have plenty of other things going on within the booth between sales and partner meetings, from a PR perspective, success hinges on understanding that not every audience enters your booth with the same expectations, motivations, or definitions of value. Treating these groups interchangeably could risk missing meaningful opportunities, or unintentionally blurring lines in ways that hurt credibility.
Here’s how to think about engaging each audience thoughtfully, while making the most of limited time and attention on the show floor.
Media: Make Every Conversation Focused, Relevant, and Human
Toy Fair remains one of the most valuable opportunities for face-to-face connection with journalists and editors. But those conversations need to be intentional.
Preparation is critical. Knowing what a reporter covers, how they work, and what they’re actively looking for allows brands to lead with relevance rather than a generic pitch. The strongest booth conversations are concise, two-way, and tailored – designed to spark interest, not deliver a full download of information.
“The best way to connect with media onsite is to be intentional, prepared, and highly focused,” says Julia Ledford. “A strong onsite appointment should leave media with a memorable takeaway, a clear story angle, and a reason to continue the conversation after the show.”
Equally important is respecting time. Toy Fair moves quickly, and media schedules are tight. The goal isn’t to land coverage in the booth – it’s to build rapport, reinforce trust, and set up a seamless follow-up that continues the story beyond show week.
Influencers & Creators: Design for Content, Not Just Conversation
Influencers and creators often arrive at Toy Fair with a different goal: capturing content that performs. Brands hoping for real-time or near-term content need to make it easy and worthwhile for creators to hit “record.”
Visual impact plays a major role. Booths that feature strong visual moments, interactive elements, or unexpected displays naturally encourage filming and photography. Team members onsite should be knowledgeable about the brand and what’s new, and be available to guide creators through products and moments that translate on camera.
“Influencers are far more likely to film content when the booth features a strong visual moment that naturally draws people in,” explains Kristin Hoberman. “Having someone walk them through products and spark interest makes it easier for them to capture authentic, engaging content on the spot.”
But not every creator interaction needs to result in immediate posting. Understanding the people/personalities behind the influencer/creator channels can build brand relationships that can deliver throughout the year. Ultimately, brands should be clear about who they’re prioritizing, what success looks like, and how content fits into broader marketing goals.
Where Brands Blur the Lines, and What to Watch Out For
With multiple audiences cycling through the same space, it’s easy for brands to default to a one-size-fits-all tour. That’s often where opportunities are lost.
For media, focusing solely on priority products without first understanding what they’re actually covering can limit relevance and the conversation. A quick question at the start of a tour about their interests or upcoming coverage can make the experience far more valuable, and increase the likelihood of inclusion in coverage later.
Influencers benefit from interaction within the booth. Static walk-throughs rarely translate into compelling content. Encouraging hands-on demos, fun photo opps, or behind-the-scenes access gives creators more to work with to inspire unique and worthwhile content.
“Don’t let conversations end,” advises Marissa Lambert. “Always take notes during your tours as media and influencers often share insights that can shape future outreach and content opportunities.”
Across all groups, documentation matters. Capturing preferences, interests, and offhand comments during the show creates a foundation for smarter, more personalized follow-up.
Bringing It All Together
Brands that approach Toy Fair with a clear understanding of who they’re talking to, why they’re there, and how each audiences defines value are better positioned to turn booth traffic into lasting impact.
Respecting the differences between media, influencers, and creators, and designing experiences that meet each group where they are, ensures Toy Fair supports not just one moment, but a broader, more effective strategy throughout the year.