Toy Fair Is Bigger Than the Booth: How to Maximize Every Onsite Opportunity
Toy Fair New York is one of the rare moments each year when the toy industry truly comes together. Brands, retailers, media, licensors, creators, partners, and peers are all under one roof. And just as importantly, they’re spilling out into hallways, dinners, panels, parties, and conversations that extend beyond the show floor.
Start With a Plan, Then Leave Room for the Unexpected
Toy Fair moves fast. Four days filled with meetings, events, and miles of show floor can blur together quickly if you don’t go in with a plan. Knowing who is attending, which relationships you want to prioritize, and where you want to spend your energy ahead of time helps ensure the right conversations don’t get lost in the shuffle.
At the same time, some of the most valuable moments you’ll have at Toy Fair aren’t going to be pre-planned on your calendar. They happen in the aisles, over impromptu coffees, or during a few extra minutes lingering in a booth catching up.
“Toy Fair isn’t just about the meetings on your calendar, it’s about the moments in between,” says Josslynne Welch. “A quick intro, a genuine conversation, a chance to be helpful without an agenda, that’s the kind of stuff that sticks. That’s how relationships (and reputations) are built.”
Being prepared, without overscheduling yourself, allows space for organic connection. It also creates opportunities to play an often-overlooked but powerful role: connector. Introducing clients to new partners, bringing together peers who could benefit from knowing one another, or sparking a conversation that leads to a future collaboration adds value far beyond a single meeting.
Lean Into Opportunities Created by The Toy Association
Whether you’re exhibiting or attending, The Toy Association builds moments into Toy Fair that are designed to educate, inspire, and amplify brands – yet they’re easy to miss if your focus never leaves your booth.
From early-stage opportunities like the Product Preview, which helps brands put their key products and initiatives on the radar of the Association’s PR and media teams, to industry-celebrating moments like the TOTY Awards, these touchpoints play a meaningful role in shaping conversations during and after the show.
“The moments The Toy Association creates at Toy Fair aren’t just programming, they’re strategic tools,” says Christie Ziv. “These touchpoints help shape the narrative around what matters in the toy industry right now, and give brands a clear, credible way to plug into those conversations during the show and beyond.”
Opening Day moments, like the Character Parade and opening ceremony, set the tone for the show, while the annual Toy Trends Briefing offers valuable insight into the themes and consumer behaviors shaping the year ahead. These insights can directly inform booth conversations, media angles, and broader storytelling and marketing strategies. Ongoing sessions through Toy Fair University also provide opportunities to learn from peers and industry leaders, adding depth and perspective beyond the show floor.
Don’t Underestimate What Happens After Hours
When the show floor closes, Toy Fair is far from over. Some of the most impactful networking happens at dinners, receptions, and industry gatherings that bring together familiar faces and new ones alike.
These after-hours moments create space for more relaxed, meaningful conversations and connections – the kind that strengthen relationships, spark ideas, and reinforce trust in a way that’s hard to replicate during a 15-minute booth appointment.
“Toy Fair brings the industry together in a way that goes well beyond The Javits Center,” shares Kaylie Easton. “After-hours events are a chance to reconnect, meet new people, and build relationships in a more organic, personal way.”
Events hosted by The Toy Association, Licensing International, Women in Toys, People of Play, and other industry groups and brands, offer valuable opportunities to unwind while continuing conversations that began during the day or starting entirely new ones.
Maximizing the Moment
Ultimately, making the most of Toy Fair means embracing the full experience. It’s about balancing preparation with flexibility, structured meetings with spontaneous connection, and brand objectives with a broader view of the industry ecosystem.
Toy Fair might revolve around booths, but its real power lies in the moments between them – the conversations, insights, and relationships that shape the year ahead. Those who recognize and capitalize on those opportunities don’t just attend Toy Fair, they expand its impact long after the show ends.