Feature - Toy Association LA Preview

The Toy Association builds a presence in El Segundo

Toy World spoke to Kimberly Carcone, executive vice president, Global Experiences, The Toy Association, about the Association’s new Toy Building in LA.

How is this year’s Fall Toy Preview event shaping up?

A number of permanent tenants at The Toy Association’s Toy Building at 101 Continental Boulevard, including Crayola, Funko and Hasbro, have already begun moving in, and you can really feel the momentum. Companies are excited and anticipating their meetings coming up this month, and then, of course, during the September LA Fall Preview Market Weeks.

Despite the current tariff policy - and the market uncertainty around it - the interest in El Segundo and the new Toy Building remains strong.

Any feel for how attendance from retailers is shaping up?

We’ve been in contact with all the major retailers, and the feedback has been overwhelmingly positive. Many have confirmed that they’ll be coming to town - and specifically to The Toy Building - including Amazon, Barnes & Noble, Bealls, Inc. (Bealls Outlet/Burkes Outlet), Big W, BJ’s Wholesale Club, Blain Supply, Inc., Boscov’s, Burlington Stores, Camp NYC, Cracker Barrel, CVS Health, Disney Theme Park Merchandise, El Corte Inglés, Family Dollar, Five Below, GameStop Canada, Hot Topic, Indigo Books & Music, Indigo Kids, Kroger, Inc. (Fred Meyer), Lakeshore Learning Materials, Learning Express (Corporate), Liverpool Mexico, Mind Games LLC, Nordstrom, Red Apple Stores Inc., Rofu Kinderland Spielwarenhandels GmbH, Showcase, Sunman, Temu, The Warehouse Ltd New Zealand, TJX, Inc. (Marshalls/TJ Maxx), Toys R Us Canada, Toys R Us Asia Limited and WHP Global/Toys R Us.

Currently, nearly 20% of the tenants at The Toy Building are international, which is a great beginning. Having been leasing space for less than six months - while simultaneously constructing and designing this new space - we’re optimistic about all we can provide for the global toy and play community in the weeks, months and years to come.

How do you see the tariff situation impacting this year’s event?

No matter what challenges the industry faces, whether it’s Covid or shifts in business and buying cycles, the Association remains committed to creating solutions and opportunities. We will collectively work through the tariff situation and support the industry’s needs, as they emerge and evolve. The LA Preview activity is a major focus of that support

How is The Toy Association helping to support the toy community during Preview weeks?

In addition to creating the new Toy Building - designed by toy people for toy people - The Toy Association has developed a robust schedule of networking and educational events, most of which are free of charge and open to everyone during LA Fall Preview Market Weeks (September 8th-19th).

Networking kicks off with a grand opening and ribbon-cutting party on Monday 8th September, followed by a fundraiser for The Toy Foundation at Topgolf on 9th, a beach-themed Endless Summer happy hour on 10th, the Women in Toys Wonder Women Awards on 11th and a barbecue at 400 Continental on Friday 12th. The evenings of the first week will be fun-filled and action-packed.

In addition, there are exciting content partnerships that will make The Toy Building a hub of learning. Highlights include Circana’s State of the US Toy Industry presentation; the Future of Licensing Executive Summit presented by X Tracks; Ethical Supply Chain Program’s Smarter Sourcing for a Better Future discussion; sessions hosted by Spielwarenmesse and inventor-focused activities brought by People of Play. We promised a well-curated, dynamic slate of engagements, and we are delivering on that promise.

Anything else we should share with our readers…

It’s a true privilege to be part of the Association as we embark on such an exciting new chapter. The organization’s leadership, its vision and our commitment to El Segundo - not only to those who already reside here, but also to those who will come eventually - is truly inspiring. Laying the groundwork for the future is a labour of love by all who believe in it. And while these first steps are just the beginning, our journey promises to be long and fruitful, setting the stage for the next hundred years.

We welcome the global family of toys and play to visit our new home at 101C, to meet all of our new neighbours and to experience El Segundo - this fall, next spring, any time in between and for many years to come.