FALL 2026
LA,In Play The people, products and moments that made LA Fall 2026
“Great
products. Great conversations”
WHAT ’S
HOT
We bring you insights from the LA FALL TOY PREVIEWS 2026. Feedback, Photos and all the fun from two amazing weeks.
13-24 SEPTEMBER 2026 | LOS ANGELES | TOYPREVIEWS.LA
One Global Toy Community. Two Remarkable Weeks in Los Angeles. I’m writing this at the airport as I leave El Segundo - somewhere I’ve come to think of affectionately as Toytown, LA. For two weeks this September, El Segundo once again became the meeting point for the international toy industry and what an incredible two weeks they were. For the first time, the Official Guide brought everything together in one place, helping visitors navigate the showrooms, discover companies and make the most of their time in LA. As showroom doors opened and new products were unveiled, diaries quickly filled with meetings. Buyers, exhibitors, inventors, designers, agents and distributors travelled from around the world to reconnect, exchange ideas and plan for the year ahead. Introductions and product demonstrations soon developed into meaningful conversations and genuine commercial opportunities. Of course, anyone who attended will know that getting around El Segundo is also a very effective way to achieve your daily step count! What makes the LA Previews so special is the time they give people to talk properly. Inventors and designers can explore creativity alongside commercial viability, while buyers and agents can see products first-hand, understand the thinking behind them and give immediate feedback. Toy Previews.LA was created to help connect this growing community and make a busy, fast-moving period easier to navigate. Seeing so many people use the Exhibitor Directory, Official Guide and wider platform to plan their time and discover new companies was enormously rewarding. Most importantly, the Previews reminded us that the toy industry is built on people and relationships. The energy, warmth and level of international participation this year exceeded all our expectations. The International Toy Board welcomed 450 guests at its launch party reflecting the growing international conversation, while the Toy Previews. LA website welcomed visitors from 120 countries during September 2026. Thank you to everyone who exhibited, visited, supported and helped make the 2026 LA Previews such a success. Los Angeles certainly delivered, and we are already looking forward to welcoming everyone back. This roundup celebrates just some of the people, products and moments that made this year’s Previews so memorable.
Jonathan Busher Co-Founder, Toy Previews.LA
Behind the Showroom Doors The LA Previews transform El Segundo’s buildings into a network of showrooms, meeting spaces and product displays. This September, the main preview locations (1960 on Grand, 101C, OPEN and 400 Continental) covered an estimated three hundred and forty thousand square feet of showroom space. It was a pleasure to welcome the global toy community back to El Segundo and see the buildings come alive. Preparing for the Previews takes months of planning. Showrooms must be ready, temporary spaces allocated, deliveries coordinated and building information shared so visitors can move between appointments as easily as possible. This year, the buildings were busier than ever. Corridors, lifts and reception areas became meeting points in their own right, while the showrooms gave companies the space and time to present their ranges properly. What makes the LA model work is having so many toy companies located close together. Buyers can move between brands and categories throughout the day, while exhibitors benefit from a steady flow of international visitors. Planning is already underway for the Spring Previews, and companies wishing to secure temporary or permanent showroom space are encouraged to confirm their requirements early. A special thank you to Hermon Hagos, Laura Mangiaracina, Catherine Hutchings, Amy Bearn and Crystal Hernandez, together with their security, cleaning, engineering and maintenance teams who worked tirelessly behind the scenes. Thank you also to every exhibitor and visitor who helped make the 2026 Previews such a successful and enjoyable two weeks. And perhaps no one enjoyed the Previews more than my dog, Jack, who had the time of his life meeting everyone and is already looking forward to doing it all again in the spring!
John Ollen
Executive Managing Director, Newmark
Planning is already underway for the Spring Previews
“Corridors, lifts
and reception areas became meeting points in their own right”
THE TWO WEEKS IN NUMBERS LA FOOTPRINT
LA DIGITAL
4.2K new users 350 showroom locations 340K sq. ft. estimated showroom space 4.9K active website users Countless lift journeys* 82K tracked website interactions A lot of Wi-Fi passwords requested* More flights of stairs than anyone planned* Thousands of showroom appointments
Website source: Google Analytics, Toy Previews.LA, 25 August–25 September 2026 Showroom and Official Guide figures supplied by Toy Previews.LA.
*Lift, Wi-Fi and stair figures were not officially tracked!
120 Website visitors from 120 countries 23K official guide impressions 9m49s official guide avg. read time
LOOKING FOR A SHOWROOM IN LA? For companies looking to establish a presence during the Spring and Fall LA Toy Previews, temporary showroom options are available across the El Segundo toy district, alongside opportunities for companies considering a permanent presence.
1960 on Grand
Spaces
1960 E. Grand Avenue
360 N. Pacific Coast Highway
Permanent showrooms
Temporary showroom space – 2nd-floor coworking environment
Contact: John Ollen Tel: 310.765.0599 Email: john.ollen@nmrk.com
101 Continental 1010 Continental Blvd Temporary and permanent showrooms Contact: Laura Mangiaracina Tel: 646.454.5589 Email: LMangiaracina@toyassociation.org
OPEN 360 N. Pacific Coast Highway Temporary and permanent showroom space – 1st & 3rd floors Contact: John Ollen Tel: 310.765.0599 Email: john.ollen@nmrk.com
Contact: Amy Bearn Tel: 310.228.7897 Email: Amy.Bearn@iwgplc.com
400 N. Continental Blvd Permanent showroom space – 1st & 3rd floors Contact: John Ollen Tel: 310.765.0599 Email: john.ollen@nmrk.com
Regus 400 N. Continental Blvd Temporary showroom space – 6th floor Contact: Amy Bearn Tel: 310.228.7897 Email: Amy.Bearn@iwgplc.com
PLANNING FOR FUTURE PREVIEWS Returning exhibitors: Companies returning for
future Previews are given priority for showrooms they have previously occupied.
Plan early: Temporary showrooms for the Spring Preview are typically allocated from late January/early February, while planning and allocation for the Fall Preview begins from May.
Whether you’re looking for a temporary base for your next Preview or considering a permanent presence in El Segundo, we recommend contacting the relevant location directly to discuss availability, space and booking options.
What you have to say about LA We’re relatively new to the LA Toy Previews but there was a marked difference between this year and last, well organized and sign-posted and a brilliant official guide, very busy and extremely worthwhile attending. We met with many different customers, potential partners, a real cross section from around the world, in a short space of time, which we would struggle to do in another environment. Zara Grindrod, Rainbow Designs
The previews have become an essential international meeting point. You arrive with a full diary, but some of the most valuable conversations are the ones you did not plan. Mark Whittaker, Spider IBD
LA has officially become the new toy centre! Distributor & Manufacturer, Spain
The value is in seeing so many ranges properly presented in one area. We can compare opportunities, speak directly with suppliers and make decisions while everything is still fresh. Top UK Retailer It was an amazing week welcoming so many buyers, retailers and distributors to the Two Skies showroom. We are grateful for the meaningful conversations, exciting opportunities and everyone who joined us. Martin Perticone, Two Skies
This was my second year attending the LA Toy Previews, and I had the opportunity to connect with even more people across the toy industry than I did last year. There was a noticeably different energy this year, with a strong sense of fun, innovation and creativity throughout the event. What stood out most to me was the incredible sense of community and support within the industry. Whether through a simple greeting, offering assistance, or collaborating with one another, everyone contributed to making the busy days more enjoyable and productive. That spirit of collaboration helped create a truly outstanding experience at this year’s Previews. Micah Reyes, The Monster Group
Showrooms may provide the setting, but it is the people who make the LA Previews matter. From long-standing partners reconnecting to companies meeting for the first time, these were some of the voices from across LA.
LA is a great reminder of how much we can accomplish together.
The vibe is definitely on! Agent, Spain
Alan Sutton, Jay At Play
An unbelievable Fall 2026 Preview. Samantha Burniston, Export Account Manager, Brainstorm Ltd
As a first time attendee and exhibiting The Calmness Crew for the first time, it was the most incredible experience and it still feels surreal that I was there amongst legendary names in the toy world. I hope it becomes a yearly event. Frances Williams, Founder, The Calmness Crew
What a week! LA Fall Toy Previews 2026 was busy, productive and full of momentum. First Time Visitor
What a week LA Previews turned out to be. With more than 100 meetings with distributors and retailers representing 53 countries, it was a fantastic reminder of just how global our industry has become and how important it is to stay ahead of the game. For me, LA is not simply about showing product. It is about strategic play. It is about getting new concepts in front of customers early, understanding what buyers are looking for 12, 18 and even 24 months ahead, and making sure we are developing products that can work across different markets, retailers and price points. The quality of conversations this year was exceptional. We were able to introduce new ranges, gather immediate feedback, explore new territories and have meaningful discussions about how our brands can grow with our partners. That direct contact with distributors and retailers from around the world is invaluable. You quickly understand which ideas resonate, where opportunities are emerging and how consumer expectations are changing from market to market. For us, the objective is clear: keep innovating, keep listening and keep moving early. Great products matter, but so do timing, relationships and execution. LA Previews gave us all three, along with plenty of exciting opportunities to build on. Rakesh Kakaya, Chief Sales Officer, Striders
Previews this year really excelled. I think across the main week, we saw more international customers than ever before, and our Americas business was really valuable. Seeing more partners and the buzz around the location shows that September Previews is establishing itself as one of the most important weeks in the annual toy calendar. The networking events, from The International Toy Board Launch Party, to Top Golf to the Taco Thursday all proved a great success, and the openness and hospitality from other brands in the area created an atmosphere unlike any other show. We were honoured to receive the award of Top 10 Showrooms, and the overwhelmingly positive feedback to the Brave Toys showroom spaces for both CONNETIX and My Creative Box and this has been shared across the company to the many people involved in creating this unique, impressive space to showcase our ranges. Glenn Harrison, Director of Sales and Growth, Brave Toys
Just wrapped up a wild two-week run in LA, previewing our latest lineup from ReeSee, kicking things off with an amazing opening party by ITB. It was awesome catching up with everyone and sharing what we’ve been working on— can’t wait for what’s next! Pavel Jelsik, VP of Global Sales, Reesee It’s been a great week connecting with retailers, industry partners and friends. The official guide was a game changer too! First Time Visitor
Such a fantastic week+ in LA!! Thank you for all of your guidance! See you soon! Jill Kimbrough, Fizz Creations, Director of Sales – USA We came to LA to champion our clients, open doors and build what’s next and we’re heading home energized by what’s ahead. After all these years in toys and licensing, one thing never changes: this business is built on relationships. And LA is always a great reminder of that. Jacqueline Vong, President, Playology International
Our first LA Toy Previews was a brilliant introduction to the show. We met a strong mix of US and international buyers, and there was real optimism about 2027. I’m especially passionate about our digital gaming range, so it was exciting to see the response to PAC-MAN and Tetris alongside our new Hasbro games. Fuggler brought a very different kind of energy to the line-up, and the reaction to that range was just as encouraging. We came away with great conversations to build on and plenty of momentum for the launches ahead. Matthew Scrase, Fizz Creations
You made LA Preview great and become one of most important toy event in the world. I met European customers this week and they are also first time here. I shared your guide to them. Sam Chung, Sales Manager, MSZDIECAST
Only getting bigger and better my friend. Scott Davis, Global Distribution & Licensing Turnaround Architect | Toy & Consumer Brands
LA Preview is a great event to showcase one’s products and get direct, candid feedback. It also is a great place to meet with your peers to share insights, exchange notes, and learn about trends or issues affecting the state of the Toy Industry. Ricardo Venegas, CEO Aleni Brands
Congratulations on a great show... While I wasn’t able to make it to LA this year I hear great things about the show from many friends in the Toy Industry. Ron Cantor, Consumer Durable Goods Professional You made an amazing fair! Adrienne Abrevaya, Founder and International Sales Director, AA Globalink
We certainly appreciate everything you’ve done to support our team and help make LA such an important gathering for the global toy community. Thank you! Tor Sirset, Growth and Marketing Executive | Head of Franchise, Entertainment, and Omnichannel Ecosystems
And thank you for a fantastic LA Toy Show. I’m quite certain it would never have grown into such a large and successful event without your incredible energy, dedication, and conviction. Carsten Nielsen, Bestyrelsesformand.
The LA Toy Previews are the most important 2 weeks of the year for our business. As an International Sales Group, having all of our principals and customers together in one place is invaluable. Our permanent showroom, and those of our partners, all conveniently located in the same building, allows us to present the 2027 product lines in the best possible environment. It reminds me of when the industry travelled to HK for previews. With opportunities sparking not only from scheduled meetings and organised events but also from impromptu coffee breaks, or chance encounters in corridors. Stephanie Peyret, Firefly
THE MOMENTS THAT MADE LA
WHAT THE FALL 2026 LA PREVIEWS TOLD US The LA Previews offered a clear view of the trends likely to shape the toy market over the next 12 to 24 months: growing kidult demand, the continued strength of licensing and collectibility, and renewed interest in creative, tactile and analogue play. Research and anecdotal feedback during the two weeks support many of the movements visible in Los Angeles, particularly the convergence of physical and digital experiences, personalisation, co-creation, gamification and community-led participation.
From Collecting to Community Collectibility remained one of the most visible influences across LA. Products such as Deddy Bears, Kid Bear ID, JoJos Next Generation, Lansay’s Swap Pop, Momos and Squishmallows demonstrated how surprise, character, personalisation and display appeal are increasingly being brought together. Bandai’s One Piece Card Game highlighted the continued appeal of anime-led trading cards, combining collectability with strategic play, while limited editions added another dimension. Collectibles now account for almost 19% of global toy sales by value (Circana, January 2026). The most successful ranges are no longer simply items to acquire. They offer characters to follow, worlds to explore and communities to join. Blind-box formats, limited editions, social-media reveals and trading cards extend the excitement beyond the initial purchase, encouraging fans to discover, discuss, display and swap their latest finds, both online and face to face.
Squish, Sensory and Satisfying Play Tactile and sensory play continued to evolve across the previews. Circana’s regional research points to continued strong momentum for squish and sensory play. Australian squish sales grew by just over 400% in the first half of 2026, while US squishy toys recorded triple-digit growth in both sales value and units in the first four months of the year. Innovation increasingly centred on the sensory experience rather than simply the shape of the toy. Nonsticky textures, slow-release materials, crackable surfaces, putty and slime offered new ways to squeeze, stretch and interact. Products from Zoinks, KTL, Gui Gui, MushMeez and MushKinz highlighted the category’s diversity, while Cool Mix showcased slow-flowing gels with suspended fruit, crunchy shells with soft centres and hybrid textures. Ultra-soft, coconut-oil-infused compounds and realistic food shapes added further novelty, creating highly visual experiences ideally suited to short-form video and social commerce. #SquishTok is the new digital trend built around squeezing, unboxing, collecting and trading. This appeal extends beyond children, drawing in teens and adults who enjoy the tactile experience, discovering new designs and sharing their collections. Clear evidence of testing, responsible sourcing and straightforward communication helped build trust in the category over the two weeks. Fidgets were also popular, with products moving beyond the playground. Widgi showed how tactile, screenfree products are being designed as premium desk accessories for teenagers and adults, while Buzz Bee introduced a fidget toy created with the soothing sounds and sensory appeal of ASMR in mind.
Creativity Returns to Centre Stage
Craft is cool again. As younger consumers look for a break from constant screen time, creativity is growing across every age group. 72% of US adults completed a craft in the previous 12 months (Mintel, June 2025). Conscious crafting, drawing products, crystal art, jewellery making, and personalised accessories answer the desire to make something tangible and individual. Products from Sekoia, Science4You, Rainbow Loom, Wigston Global, StyleStix, Tree Town Toys, My Creative Box and CoiPlay reflected this movement in LA. These ranges combined creativity with sustainability, self-expression and cosy culture, broadening their relevance beyond a single play pattern. ToyMonster’s Pour Palz added another playful dimension, transforming fluid-art painting into an accessible activity in which every finished figure is unique. Craft Buddy illustrates the momentum behind this movement, having developed a large and highly engaged following and achieved 100% growth over the past 12 months. Social media has helped drive the revival rather than competing with it. Process videos, satisfying transformations and work-in-progress posts have made crafting highly shareable, bringing global communities together to exchange inspiration, techniques and finished creations. The experience may begin offline, but the creativity and community continue online.
Construction without a fixed outcome
Construction was one of the most developed categories in Los Angeles, with the focus moving from completing a prescribed model towards experimenting and building differently each time. CONNETIX was a leading example. Its magnetic tiles allow children to explore colour, shape, balance and engineering, progressing from simple flat patterns to ambitious three-dimensional structures. The Travel Mini Pack makes the system portable, while the Ball Run Launcher Pack introduces movement and cause and effect. SmartMax showed STEM Building and Magnetic Discovery for Toddlers and Preschoolers whilst Meccano represented a return to mechanical engineering play. Its reusable components develop patience, spatial reasoning and an understanding of structures, while the brand’s heritage gives it appeal across generations. Plantopia showcased ahead of its fall launch and connected construction with nature, using characters and activities such as building a working windmill and water play to explore sustainability, gardening and farming. Building Sets grew 22% by value in the US during the first half of 2026 and construction is the leading toy category in Europe and Australia by value over the 12 months to June 2026, reinforcing its importance across international markets (Circana, 2026).
STEAM becomes part of everyday play
STEAM was visible far beyond traditional science kits. It appeared in construction, active play, cosmetics, nature products and role play. Science4you continued to make chemistry, biology and cosmetic science approachable through practical experiments. Brainstorm brought together space, wildlife, dinosaurs, light and projection, using immediate visual results to make scientific discovery feel exciting. Barbie STEAM demonstrated how a familiar character universe can introduce science, design and problem-solving to children who may not initially choose a conventional experiment kit. The Learning range from ELC showed how it introduces children to letters, numbers, shapes, colours and the world around them through playful STEAM discovery. Meanwhile, National Geographic’s science, nature and discovery ranges continued to make hands-on learning accessible and engaging. Across these products, the educational value was built into the play rather than becoming the sole reason to buy them. The Toy Association’s 2026 research found that 78% of US parents wanted more toys that develop creativity and problem-solving skills, highlighting the appeal of products that encourage children to build, experiment and bring their own ideas to life.
Familiar Characters Find New Ways to Play
Licensing has always been central to the toy industry. What felt different in Los Angeles was the range of properties being used, the audiences they were reaching and the inventive ways familiar characters were being reimagined. Licensing International’s 2026 study, which measures 2025 sales, valued the global licensed toy category at $46.4 billion. Whilst nostalgia remained commercially important, the most convincing products did more than reproduce something familiar. They gave established properties a fresh format, audience or play experience. Godzilla and Care Bears appeared in an unexpected form through Super Impulse’s Drip Drops Micro Kicks, transforming the heritage characters into miniature collectible trainers complete with shoeboxes, display cases and accessories. The mix of properties was also widening. Alongside film and television favourites, the LA showrooms reflected the growing influence of streaming, gaming, anime, sport and digital-first characters. Licences were moving more freely between plush, collectibles, creative play, lifestyle products and room décor. Striders took Play-Doh into a new category through creative drawing products, while Fizz Creations transformed PAC-MAN, Tetris, The Grinch and Harry Potter into arcade games, handheld products, lighting and room accessories. Reesee’s Sesame Street collection drew on the educational trust and international recognition of another enduring preschool property, while Paddington demonstrated he is simply timeless.
Digital characters enter the physical world
Licensing in Los Angeles increasingly focused on turning screen-based characters into physical play. Outfit7’s T alking Tom & Friends demonstrated the scale of this opportunity, bringing a franchise with more than 27 billion mobile downloads and 122 billion YouTube views into toys and real-world experiences. Imaginmat created physical settings for characters from PAW Patrol, Peppa Pig, CoComelon and Teenage Mutant Ninja Turtles. These products allow children to move beyond watching a character and begin handling it, building its world and creating stories of their own. Pop Paper City brought its colourful on-screen world into paper craft, encouraging hands-on creativity, imaginative play and storytelling, whilst Sticki Rolls featured recognisable properties such as Minecraft. The popularity of TUBBZ® continues as they transform iconic characters from films, television and video games into collectable cosplaying rubber ducks and we also saw the physical launch of Milo and his friends Lark and Lofty from the award-winning animated series for children aged 3–6. Milo celebrates the values that help children grow into confident explorers of the world and the range was well received.
AI as a focus of industry conversation
For the first time, artificial intelligence became a central focus of many conversations in Los Angeles. Mattel’s collaboration with OpenAI points to new possibilities for AI-powered products and play experiences. For families, the question is how that technology will enhance play - and what safeguards will accompany it. Much of the discussion in LA concerned its use behind the scenes - in concept development, consumer research, forecasting, localisation and content creation - but buyers were also beginning to see practical product applications. Eastcolight’s Human Body AI was one of the clearest examples. The product combines physical anatomy with an interactive AI experience, allowing children to investigate the human body and explore questions in a more responsive way. The technology supports the educational subject rather than distracting from it. The discussions in LA did not assume that every toy now needs AI. Buyers wanted to know whether the technology genuinely improved the experience and whether accuracy, privacy, safety and children’s data had been properly addressed.
Real-world play
Play is extending from pretend activities into practical experiences - children, particularly girls, are moving toward real beauty, fashion and lifestyle activities. These changes create opportunities both to support emerging behaviours and to reinvent traditional imaginative play through stronger playsets and compelling experiences. Theo Klein approached learning through realistic role play. Its miniature kitchens, workshops, tools and household equipment allow children to understand everyday activities by imitating the adults around them and Vicam Toys, S.L. displayed engaging role-play items such as fully equipped cleaning carts and shopping carts. Muñecas Antonio Juan showcased highly realistic newborn dolls, with lifelike features and carefully crafted details whilst New Adventures highlighted the enduring appeal of dolls with its Sweet Dreams range. MYA stood out in Los Angeles with real make-up designed specifically for preteens and teenagers (ages 8-14) combining a broad product range, with polished presentation and sophisticated packaging. Its emphasis on carefully selected ingredients was a notable feature in a category where transparency and parental confidence matter. With Circana reporting that beauty and fashion are drawing spending away from toys among young girls in Europe and the United States (toy sales to girls under 15 declined 4% between 2020 and 2025), MYA offered an example of how products can bridge play and emerging lifestyle interests. For the toy industry, this raises the opportunity to develop more products that connect play with personal expression.
Plush moves beyond softness Plush continued to develop through sound, fragrance, transformation and collectability. Aleni Brands’ Bizzikins demonstrated the strength of original character creation. Each product combines the comfort of a plush toy with an interactive themed busy book, hands-on developmental activities and a mini doll inside. Pudgy Penguins captured the hearts of buyers and retailers, while Happy Yappers brought sound and personality into interactive plush. Beverly Hills Teddy Bear had the showroom of dreams, Cuddle Barn demonstrated animated musical plush and Calmness Crew showed how plush can be linked to improving wellbeing and Pugs at Play combined interactive plush with playful concepts. ToyMonster’s I Love Aromie was one of the most original concepts shown. The I Love Aromie Bakery collection transformed familiar baked treats into cuddly characters, complete with sweet scents including blueberry pie.
Active, social and analogue play The LA showrooms highlighted the appeal of physical activity, face-to-face games and hands-on play alongside current trends such as collectibles and digital innovation. Games & Puzzles was the fastest-growing toy category across Circana’s 12 tracked markets in 2025, with sales value rising 30% year on year. Trading cards contributed to this growth, so the figure reflects a broader category than traditional board games and puzzles alone. Wider research also points to an appetite for real-world experiences. Posterscope reported that 81% of Gen Z and Millennials wished it were easier to disconnect from digital devices, while 71% of consumers said physically experiencing a brand deepened their connection to it. Although these findings concern broader consumer behaviour, they provide context for the appeal of shared, tangible experiences. Hy-Pro and Golden Bear connected sport with active play, while Micro Scooters and Chillafish showcased premium products with an emphasis on quality, thoughtful design and long-term play value. Together, they reflected the continued importance of movement, outdoor activity and physical engagement. Tabletop play also had a strong presence, with familiar formats refreshed through licensing, humour and contemporary themes. Relatable introduced a Harry Potter edition of its word-decoding party game Incohearent, while Deqube, Bigjigs® and Trefl offered further games and puzzles. Stormin’ Studios added innovative, trend-led titles to the mix.
The power of fandom
Gaming, anime and online creators were an increasingly visible part of the licensing mix in Los Angeles. Alongside familiar film and television properties, the showrooms reflected audiences discovering characters through games, streaming, books and online communities. Anime ranges, Funko POP! Figures and FunMax’s Disney Shorts illustrated the breadth of this influence. Toy Monster’s Jurassic World and WWE attracted interest and Character Options brought blockbuster action to the showroom with its Godzilla vs. Kong Super Nova range. Harry Potter ranges demonstrated the enduring appeal of the Wizarding World fandom, while Monchhichi illustrated how heritage characters bring nostalgia and collectability together through distinctive designs and miniature formats. Fandom continues to bring established fan communities into toys, with opportunities spanning figures, plush, trading cards and collectibles. The opportunity goes beyond recognition alone. Understanding the humour, stories and details that matter to each fandom helps create products fans want to collect, display and share - turning a connection formed through content into something tangible.
FROM SHOWROOM TO WHAT’S NEXT - Los Angeles Delivered! The Los Angeles previews showed an industry working across several worlds at once. A buyer might spend half an hour exploring a product in a showroom, while a consumer might first encounter it in a few seconds of video. The ranges that stood out made an immediate impression and then offered a reason to keep playing: creativity, discovery, collecting or connection. That breadth was visible throughout LA. AI appeared alongside crochet and magic. New construction systems sat beside familiar brands, while long-loved characters shared showroom space with entirely new properties. Squish remained prominent, but the products were becoming more varied. Licensing was strong, though the best examples made the character part of the play rather than simply putting it on the box. Children want to build, customize, solve and create. Adults, too, are looking for comfort, fandom, creativity and permission to play. Across age groups, products that people can make their own - and share with others - had a particular pull. Digital characters moved into physical play, while craft, construction and analogue products gave children something to do away from a screen. For buyers, the question was what would last beyond the first demonstration. The strongest products offered a clear point of difference, repeat play and a convincing place on the shelf. Inventors and designers brought the ideas; buyers and agents tested them against price, margin, safety and the potential to grow. The numbers tell part of the story (Google Analytics): 4.9K active website users, 82K tracked interactions, across 120 countries and 10K directory views. The official guide generated 22,739 impressions and an average read time of 9 minutes 49 seconds. The real measure of the previews, though, was in the meetings, introductions and unexpected conversations taking place behind the showroom doors. Los Angeles delivered new ideas and new opportunities. Now those conversations continue - and the work begins on what we’ll see when the global toy community returns in the spring. Yours, LA, In Play
Children want to build, customize, solve and create. Adults, too, are looking for comfort, fandom, creativity and permission to play.
17-21 MAY 2027
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