Greg Ahearn – President and CEO at The Toy Association – talks Toy Fair, LA Previews and industry unity

Greg, it’s always great to catch up. How was 2025 for The Toy Association?
2025 was an amazing year for The Toy Association, filled with major accomplishments and more than a few challenges. Our team truly lived up to our mission to be in service of our members. At the beginning of the year, we hit the ground running with the launch of our three-year action plan – a roadmap built around five pillars: Engagement, Experiences, Advocacy, Information, and Giving Back – that reflects the current needs of the toy community. Our goal is to unify and strengthen the industry while creating tangible value for members by continually creating new opportunities.

During the first week of January 2025, we announced The Toy Association’s Toy Building in Los Angeles, located in the heart of El Segundo’s Toy District. Within eight months of the start of construction, we had tenants moved in, buyers walking the showrooms and two full market weeks filled with meetings and networking events under our belts. It took the collaboration and commitment from our Board, our partners, and our staff to deliver this new, modern industry hub that will create year-round opportunities for our toy community to connect for years to come.

In February, we successfully moved Toy Fair New York back to Q1, setting the tone for a truly exciting 2025 slate of events, including the annual Toy of the Year Awards. The return of Toy Fair to its traditional timing was a welcome homecoming for the toy community, bringing our industry together to build momentum at the start of what would be a very interesting year. We welcomed more buyers, media and partner companies to Toy Fair than ever before, confirming it as the most efficient and powerful four days in our industry. It was an event filled with meetings, deal-making, and those valuable “casual collisions” in the walkways that happen “only at Toy Fair.”

Since the start of 2025, The Toy Association advocated on behalf of all members to reduce the impact of tariffs, which were officially announced in April. In June, we hosted the First Annual Day of Play on Capitol Hill to reinforce the importance of play – not only for children, but for the economy, education and family well-being. The following day, our D.C. Fly-In brought leadership from members together with lawmakers and policymakers across the House and Senate to discuss the impact of tariffs on the toy industry. Those two days demonstrated just how powerful our collective voice can be, and how vital it is that we continue informing leaders about the impact and needs of our unique industry.

September brought the historic opening of the LA Toy Building in El Segundo – a defining accomplishment for the Association and a major investment in the future of how we do business on the West Coast. And in November, the full slate of People of Play events in Chicago brought together inventors, creators, companies, consumers, media and even young inventors showcasing the spirit of innovation that drives this industry forward.

On the philanthropic side, The Toy Foundation continued to grow its impact in meaningful ways. The rebrand of its programs to the Toy Chest and Play Fund created clearer pathways to support children in need year-round, whether they’re recovering from natural disasters, facing long hospital stays, or simply living in communities where resources are scarce. The industry’s generosity fuels this work, and it’s inspiring to see how deeply our members value giving back.

And while the big announcements tend to get the spotlight, there were also important member engagement programs, such as our new online member forums and listening sessions, that strengthened the Association’s relationships and created better communication. These grassroots programs are essential because they allow us to better serve our members in a more effective and, more importantly, personal way.

And yes, 2025 had its challenges – from regulatory complexities to tariff uncertainty – but it also reaffirmed the incredible resilience and unity of the toy community. What I’m most proud of is that we never lost sight of our mission: to show up for our members and support the broader toy ecosystem in ways that help everyone succeed.

On those challenges, what did you learn about the toy community through that tough time?
When challenges arise, this industry shows up with unity, purpose and an incredible willingness to support one another. When the stakes are high, toy companies don’t retreat, they come together and collaborate. They lend their voices, data, and expertise to the collective effort.

We saw companies big and small working side by side, sharing real-world examples of how tariffs would impact jobs, innovation and families. During our D.C. Fly-In, company leaders took the time to tell their stories to lawmakers who needed to understand the impact and long-term consequences of tariff policies. And we saw larger companies using their resources to amplify the message.

This is an industry made up of people who care deeply about their employees, about children and families, and about one another. That unity made our advocacy stronger, helping our industry become front and centre and creating awareness at levels that significantly outperformed other much larger industries. Throughout the year, I was reminded daily of The Toy Association’s role to not just represent the industry, but to harness its shared purpose and passion toward better outcomes. It’s very clear that when we act together, we are incredibly effective.

Absolutely. And on the Toy Building in El Segundo – what impact has that already had for the LA toy community?
The opening of the Toy Building in El Segundo has already had a tremendous impact on the Los Angeles toy community and the industry at large. The building has quickly become a true home base on the West Coast. It’s a place where retailers can see brands and products more efficiently, companies can host productive meetings and play professionals can connect in a modern, purpose-built environment that was created by toy people, for toy people.

The response during our first two market weeks exceeded expectations – and it wasn’t only because of the In-N-Out food truck! We saw strong buyer turnout, meaningful business conversations, and a tangible increase in the energy and activity throughout the building, which was very positive for our industry. And what’s most exciting is that this type of engagement and networking is not an isolated event; the building is now driving value year-round.

How are you looking to build on that this year?
We’re strengthening the foundation we’ve established in a very intentional way. We’re already planning our LA Spring Preview market week, taking place April 20th to 24th, and our LA Fall Preview market weeks, scheduled for September 14th to 25th. We’ll also keep expanding the building’s role as a collaborative, creative, business-centric space. The early success shows us we’re meeting a need of our industry, and we’re committed to nurturing its growth so the building becomes an essential, long-term asset for the toy community.

​​Last year also saw you host the second POP Week since the merger between POP and The Toy Association – how did that go?
POP Week 2025 was a terrific example of what’s possible when creativity, companies, consumers and media come together under one umbrella. The week was packed with energy, from the Global Inventor Pitch & Innovation Conference and the always-inspiring Toy and Game Innovation Excellence Awards to the Young Inventor Challenge and the Chicago Toy & Game Fair. Each event highlighted a different part of the innovation pipeline, from early ideas to consumer engagement.

A standout moment this year was the thousands of kids and families attending CHITAG as toy companies showcased some of the hottest toys for the holiday. For the first time ever, the TOTY finalists were announced at CHITAG, which created a wonderful bridge between industry celebration and building consumer awareness during the critical holiday sales period. Finally, our first-ever Wishlist Weekend gave companies a direct line to consumers, boosted visibility during the critical holiday shopping period, and reminded families that some of the year’s most innovative products come directly from the inventors and creators celebrated throughout the weekend.

By combining POP’s creative culture with the Association’s resources and reach, we’ve added a powerful new dimension to how we support innovation. It allows us to champion inventors in a different way, provide new pathways into the industry, and connect companies to a deeper bench of creative talent.

New York Toy Fair is just around the corner. What should guests expect from this year’s show?
Toy Fair 2026 – taking place February 14th to 17th at the Javits Center – will continue the show’s legacy of supporting business conversations that matter most. Exhibitors and attendees will experience everything they love – new products, hands-on demos, trend insights, education and a global gathering of retailers and media.

We’ll kick off the weekend with the TOTY Awards on Friday, February 13th at Pier Sixty, a larger venue that will make the event easier to navigate and mingle – and less hot! As the “Oscars of the toy industry,” it is THE most energising celebration of creativity and excellence of the year. From honouring top products and innovations, to recognizing Hall of Fame trailblazers whose work has shaped generations of play, the evening brings us all together for networking – and, more importantly, giving back.

Even though everyone wants to take home a TOTY, simply showing up to the awards ceremony supports an amazing cause, with all proceeds from the event benefiting The Toy Foundation’s work to bring comfort, joy, and play to children where and when they need it most. It’s an inspiring way to come together, commemorate the best of the industry, and set the tone for the days ahead at Toy Fair.

We also took member and exhibitor feedback to heart. This year, the show floor will open on Saturday, February 14th at 10AM – an hour later than in past years. This shift gives exhibitors more first-day set-up time the morning after the TOTY Awards, creates a smoother start to the four-day fair, and allows everyone to attend the favorite Toy Fair character parade and opening ceremony – reflecting our commitment to listening and making adjustments that improve the experience for everyone.

Throughout the show, attendees will also find Toy Fair University education, Creative Factor inventor-focused programming, Student Congress and even more special events woven across every day of the show to provide ample opportunities for learning, networking and discovery. Our goal is simple: to create an experience where every attendee – whether they’re a buyer, brand owner, inventor, or member of the media – walks away with something that moves their business forward. I think guests will feel that throughout the entire event.

Beyond Toy Fair, what dates on the calendar should our readers mark out?
We’re looking at a very active 2026 for the industry. Beyond the 2026 TOTY Awards and Toy Fair, and the previously mentioned Spring and Fall LA Preview market weeks, we will build on the important public affairs work we began this past year.

In June, we’ll once again host our Day of Play on Capitol Hill to celebrate the International Day of Play, followed by our D.C. Fly-In, giving members the opportunity to meet directly with lawmakers, share their stories and help shape policy conversations that affect the toy community. These gatherings were incredibly powerful in 2025, and we’re looking forward to expanding them even further as annual events on The Toy Association’s calendar.

And in from November 5th to 8th, POP Week returns, bringing together inventors, creators, students, companies, media and families for a celebration of innovation, awareness and play. Taken together, these events create a year filled with meaningful opportunities for companies to build their business from coast to coast, learn, advocate and connect – all central to our mission of serving the toy community.

Greg, thanks again – looking forward to catching up at Toy Fair.

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