From Show Floor to Story Pipeline: Unlocking Media Coverage at Toy Fair New York
Toy Fair New York has always been a critical moment for media engagement in the toy industry, but in today’s media landscape, what coverage looks like and how brands should think about it has evolved significantly. That’s not to say coverage opportunities have disappeared. They’ve shifted.
Today, Toy Fair is best understood as a starting point – a place where conversations begin, stories are seeded, and relationships are strengthened, all with a goal of fueling coverage well beyond show week.
Where the Real Media Opportunities Exist During Toy Fair
With hundreds of brands vying for attention, the most successful Toy Fair PR strategies focus on tapping into built-in opportunities that extend a brand’s visibility beyond its booth.
One of the most valuable (and often underutilized) resources available to exhibitors is the support offered by The Toy Association. In the weeks leading up to the show, brands have the opportunity to upload press releases, high-resolution imagery, product information, and details on booth activations into the official Toy Fair press portal. This content is accessible not only to media attending the show, but also to reporters and editors covering Toy Fair remotely, expanding reach beyond the Javits Center.
Another key moment happens before the doors even open. The Toy Association’s Product Preview event, held the day ahead of Toy Fair, gives brands dedicated time to demo their top products directly to the Association’s internal PR team and agency partners. Those brief, focused sessions help ensure the most compelling stories are identified early and shared with media throughout the show, often informing broadcast segments and “best of Toy Fair” roundups.
As Christie Ziv puts it:
“The Toy Association offers a variety of opportunities to get brands and products in front of the media during Toy Fair, and those touchpoints are designed to arm the PR team with the information they need to seed meaningful coverage throughout the show.“
Timing and context also matter. Media attending Toy Fair aren’t just looking for what’s new now – they are also scouting products that fit into broader cultural and seasonal conversations. Moments like Easter, major sporting events such as the World Cup or Olympics, and other 2026 tentpoles naturally shape what reporters are looking to spotlight. Brands that arrive prepared with timely hooks, clear POVs, and concise media toolkits are far better positioned to break through.
Turning Onsite Meetings Into Long-Term Coverage
While coverage during Toy Fair is important, much of the show’s PR value lies in what happens after those initial conversations.
On the show floor, the goal isn’t just to pitch media – it’s to listen. Learning about a reporter’s beat, planning cycles, preferred formats, and working style can make future outreach far more effective. Those insights help brands tailor follow-ups that feel relevant rather than transactional.
“When connecting with media onsite, you want to share your brand’s key messaging, but also take the opportunity to learn more about them and their outlet,” says Jenna Schwartz. “Understanding how they work strengthens not just that moment, but future storytelling opportunities.”
Maintaining momentum post-show is where many brands fall short. The strongest follow-ups reference specific conversations, products viewed, or ideas discussed at Toy Fair. Even more importantly, not every touchpoint needs to be a pitch. A thoughtful check-in, a congratulatory note on a recent story, or an offer to provide data or assets can go a long way in building trust.
“By positioning yourself as a helpful point of contact,” Jenna adds, “you build the trust necessary to turn a one-time meeting into a year-round coverage opportunity.”
How the Media Landscape Has Changed, and What That Means for Toy Fair
Toy Fair coverage today looks very different than it did a decade ago. The media ecosystem is more fragmented, more commerce-driven, and more closely tied to how consumers discover and purchase products.
As Josslynne Welch reflects:
“When I started in 1998, a single print or broadcast segment could move the needle for weeks. Today, coverage isn’t just about awareness anymore, it’s about performance.”
That shift is evident on the Toy Fair floor. While national and local TV still deliver reach and credibility, PR strategies now also account for affiliate inclusion, SEO value, commerce editors, and AI-curated shopping content. Increasingly, coverage opportunities are evaluated not just by visibility, but by how and where they influence consumer behavior.
What hasn’t changed, however, is the importance of relationships.
“Whether it’s a morning show producer, a commerce editor, or a creator on the rise, trust still fuels results,” Josslynne says. “Showing up with relevance, responsiveness, and a real understanding of what matters to them is just as essential as it was 25 years ago.”
Treating Toy Fair as the Start of the Story
When brands approach Toy Fair with a clear understanding of today’s media environment and a plan to nurture connections, they unlock far more value than a handful of hits during the show. The right PR strategy, approach, and vision for coverage transform Toy Fair New York from one moment in time into a year-long story pipeline.