Measuring What Matters at Toy Fair New York: PR Value and the KPIs that Count
For toy companies of all sizes, Toy Fair New York remains one of the most important moments within the industry. While coverage and impressions are often top of mind, the true PR value of Toy Fair goes far deeper than what appears in a post-show coverage recap deck.
From a PR perspective, Toy Fair is a rare opportunity to connect with media in person, gather insight directly from reporters, and lay the groundwork for storytelling that extends throughout the year. Understanding how to approach the show strategically and measure success beyond surface-level metrics is key to making Toy Fair work harder for your brand.
The True PR value of Toy Fair: Face Time that Fuels Long-Term Coverage
One of Toy Fair’s greatest strengths is something brands can’t replicate over phone, email, or Zoom: meaningful, in-person interaction with media and influencers.
“Toy Fair’s true value from a PR perspective really comes down to relationship building and meaningful face time with media,” says Jenna Schwartz, LPR Account Supervisor and member of the team working behind-the-scenes with The Toy Association to support Toy Fair. “It’s one of the few moments in the year where brands can connect with reporters in person, strengthening existing relationships and building new ones in a way that’s difficult to replicate virtually.”
Those conversations allow brands to move beyond a single product pitch. Reporters can see, touch, and experience products first-hand, while brands gain valuable context about how their stories may fit into larger editorial plans. Equally important, Toy Fair provides insight into the media landscape itself.
“Toy Fair is a great opportunity to understand what reporters are prioritizing, the types of stories they’re looking to tell, and how their coverage plans are evolving,” Jenna explains. “That insight can directly inform how brands tailor their PR approach, not just around Toy Fair, but through the entire year, which can lead to more relevant, effective outreach and stronger long-term media relationships.”
Rethinking PR KPIs for Toy Fair Success
Because Toy Fair plays such a distinct role in the overarching PR strategy, the KPIs used to evaluate success should reflect that broader impact.
“The ‘right’ KPIs will vary depending on your presence at and goals for Toy Fair, but they should go beyond impression counts and reflect the role Toy Fair plays as a relationship builder,” says Kaylie Easton, Senior Vice President at Litzky PR.
Quantifying onsite engagement is a strong place to start, including:
- Media and influencer meetings, both pre-scheduled and organic
- Walk-ins and introductions that lead to follow-up conversations
- Quality interactions vs. sheer volume
Traditional metrics still have a place, particularly during show week.
“Real-time coverage metrics still matter, such as impressions and sentiment, as do social metrics that indicate how your booth and products caught people’s attention, which can lead to future opportunities with creators and partners,” Kaylie notes.
Looking Beyond Show Week: Measuring Long-Term Impact
Some of the most meaningful Toy Fair KPIs don’t fully reveal themselves until months later.
“Dependent on your goals heading into the show, additional KPIs can elevate the big picture, such as share of voice vs. your competitors or key message pull-through that indicates your news is being communicated clearly,” Kaylie explains.
Long-term relationship outcomes are another critical indicator of success.
“If a new contact you met at Toy Fair ends up covering your brand during the holiday season or another key editorial moment later in the year, that’s another meaningful indication of ROI,” Kaylie adds.
These delayed wins underscore why Toy Fair should be viewed as a strategic PR inflection point, not a standalone event.
Treating Toy Fair as a Launchpad for Year-Round PR
When brands approach Toy Fair with a clear understanding of its PR value, and KPIs that reflect both immediate and long-term impact, they’re better positioned to turn a few days on the show floor into sustained visibility throughout the year. By focusing on relationships, insight-gathering, and measurement that goes beyond vanity metrics, Toy Fair New York becomes the foundation for smarter, more effective PR in 2026 and beyond.