All Photos By Gail
Toy Fair, held annually at NYC’s Javits Center, is one of the largest and most exciting toy industry trade shows in the world. It’s where toy manufacturers, buyers, and industry professionals come together to showcase and discover the latest in toys, games, collectibles, and licensing trends. Toy Fair is a dream event for anyone who loves toys, pop culture, and creative product design, though it’s traditionally a trade-only event and therefore not open to the general public). Bummer for you!
Fortunately, I was able to snag a press badge this year and make my inaugural visit, where I had an amazing time! Toy Fair runs for four days (four days!) but my busy social calendar only allowed me one day at the show. This meant that I had a lot of ground to cover, but I made the most those seven or eight hours. Let’s check out some of my favorite finds!
Toy Fair: Why is it So Much Fucking Fun?
- Exclusive Sneak Peeks – You get to see new toys before they hit the shelves.
- Interactive Demos – Many booths have hands-on play areas where you can test products.
- Big Brand Showcases – Companies like LEGO, Hasbro, Mattel, and Funko go all out with immersive displays.
- Indie Creators & Innovations – There are always cool, unexpected finds from smaller toy makers.
- Collectibles Galore – Action figures, limited-edition toys, and nostalgia-driven merch are everywhere.
- Celebrity & Influencer Sightings – Sometimes industry icons and pop culture figures make appearances.
- Themed Installations – Giant toy displays, photo ops, and interactive exhibits make it visually exciting.
- Networking & Swag – Attendees often walk away with exclusive samples and promotional goodies.
For the sake to attempting to distill this wildly comprehensive event, I will divide the days’ adventure into three categories. Let’s Play!
The Colossal
In Part One of my recap we will cover the Colossal — or Big Things — of Toy Fair! First off, let us marvel at this gleefully gigantic inflatable Pikachu which greeted all attendees as they entered the Javits lobby! Way to set the mood, Toy Fair!
Many of us have experienced the excruciating agony of stepping barefoot onto a Lego. Well, check out these monumental Lego Bricks hovering over the Lego Booth and imagine that they are about to step on you! They are so big!
Spin Master is a leading global children’s entertainment company, creating exceptional play experiences through its three creative centres: Toys, Entertainment and Digital Games. For their affiliation with popular puzzle game Rubik’s Cube they created an immersive disco dance floor experience with a monumental cube sitting in for the requisite mirror ball! Look out below!
Making sure your brand stands out in the crowd means your display design must go big or go home! The Otamatone — Japan’s favorite musical synthesizer toy — is a cute, quirky, and fun to play electronic musical toy characterized by its eighth note-shaped body. It makes sense then that they used a giant Smiling Blue Eighth Note to draw folks into their booth.
This promo display for the Fart Monster — a whoopee cushion inside a “scented plush cover” — needs no explanation. These guys were placed strategically in various locations around the fair and yes, they gave off a distinct smell.
Making a larger-than-life-size replica of your signature toy is a win-win situation. Tubbz Ducks has moved away from the beloved bathtub toy to become the first source for cosplay duck figures from movies, TV, gaming and other popular culture phenomena. This giant Yellow Rubber Duck takes you back to where it all started.
Here’s Pikachu again as a ginormous plushie playing the ultimate Velvet Rope VIP just outside the Pokemon booth. He gets more love than most, because look how cute he is. (Also, look at this eyes. He is on something.)
It’s a Peep World and we just live in it.
The Squishmallows Throne, comprised of assorted adorable soft toys, not only served as an excellent ambassador for the popular brand, but also posed as a memorable step-and-repeat photo spot for the Instagrammers! Sit on it!
Not all of big things were merely part of a booth display — many were actual toys! Kids Preferred makes lots of oversize plush toys including Batman and Robin, Wonder Woman and this enormous Hagrid from the Harry Potter world which is larger than most children!
Kidrobot, purveyor unique art toys, says this giant Hello Kitty Kaiju can be yours, if the price right.
The Cute
If you think you’ve already seen a ton of cuteness in the big things coverage, get ready for the small cute, as I will call it.
Hello Kitty Monopoly (from The OP Games): for the completist HK collector who has everything.
Hello Kitty and Friend’s shelf shaped like Hello Kitty’s head. Is it sick that I want to own this?
What kid wouldn’t want to play the part of Backyard Grillmaster with this Miniature Outdoor BBQ Set? I am so jealous. Spotted in the booth for Joyin.
Tiny Barbies, how can you not love them?
OMG, it’s a tiny plush Onion with a face courtesy of Bazuuyu, who specialize in plush food toys. Each one is just insanely cute.
Is it hot in here, or is it just this Hot Dog on Fire? Spotted at Aqi International.
Here I am, having a rest.
Continuing on in the food with a face category, this wee Pink Macaron is one of the Munchlings; a line of anthropomorphic candy and sweets. This one is named Marie Pink Rose and they are from Disney, believe it or not.
Push N’ Go Bunny Car by Toysmith: Yes, it Exists.
Definitely one of the cutest things I saw at Toy Fair is the Mush Spirit figure set from Strangecat Toys. These four sprite-like characters based on different species of mushrooms are sold separately in a ‘blind box,’ so you can’t be sure which one you will get. For some reason, the high potential for disappointment makes them very collectible! I am dead now, from the cuteness.
Squishmallows Costumes: Very Figure-Forgiving
The Cool
OK, admittedly all the toys you’ve seen are cool toys, but now let’s get to some playthings that have more of a quirky adult appeal.
Plague Doctor Squishmallow. That is all.
Creepy Lobster Pool Float. Scary.
Cows vs. Aliens Abduction Game by Cepia.
Elvira Mistress of the Dark and her mean-looking little dog. Grrr.
Sesame Street’s 1970s Game Show Host Guy Smiley as a Super7 Action Figure! Yes, please!
Clue is a game the I never really got, but a What We Do In the Shadows Clue Game? Now, that intrigues me
The gang also has their own Action Figure line for Toony Terrors as well! And that, my friends, is a recap wrap! See you next year, Toy Fair!