The Toy Association has launched the Toy Desk – a support hub designed to connect members with the Association’s resources, expertise and services.

The Toy Desk provides a single point of entry for questions, requests and support needs. Through a streamlined online submission process, inquiries are routed directly to the appropriate Association team, helping members quickly access the information and guidance they need.

Members can use the Toy Desk to submit inquiries related to events and experiences, networking opportunities, policy and regulatory developments, tariffs and trade issues, safety and technical guidance, promotional opportunities, general membership support, and more.

The launch is the first phase of a broader initiative focused on modernising member engagement and services. Future phases will build upon the Toy Desk’s foundation with additional capabilities and enhancements.

“The Toy Desk reflects our ongoing commitment to putting members first and continually improving how we serve the toy community,” said Greg Ahearn, President & CEO of The Toy Association.

“The Toy Desk is an important step forward in strengthening that commitment. By creating one welcoming front door for support, we can point members to the right resources and expertise across our organization.”

The Toy Desk has a mascot in Gilbert, named in honour of A.C. Gilbert, inventor of the Erector Set, Olympian, entrepreneur and Founder of The Toy Association.

Members can access the Toy Desk on the Association’s website under the Services tab.

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Forever Young, Cosy Culture and Inspiring Inventors were among the trends revealed by the Toy Association at its 120th Toy Fair earlier today. Reflecting on changing lifestyles and cultural influences, the trends discussed are based on year-round meetings with toy companies, commissioned research on U.S. parents, shopping habits and budgets.

The notable top trends are:

Forever Young
Adults continue to engage with toys and games, both for themselves and as gifts. Specific examples referenced included the games Go F*** Yourself, Here for the Comments and Dungeon Crawler Carl.

Cosy Culture
Demand continues to grow for toys and games that prioritize comfort, sensory experiences and screen-free play. Specific examples referenced included SolarFlowers from Thames and Kosmos, Sussed from Games to Get and the KitchenAid Real Line.

Inspiring Inventors
Toys that encourage building, designing and customisation are gaining popularity, driven by platforms like YouTube, TikTok and streaming channels. Specific examples referenced included Crunchinator from Crunch Labs, Boxineers from Learning Resources and the Story Creator from Crayola.

Express Yourself
Toys are becoming expressions of personality; a way for consumers to signal their interests and identities. Specific examples referenced included License to Play’s Bad Date Bears and Match My Freak from Exploding Kittens.

Throwback Toys
Nostalgia for retro toys is driving interest, especially – and surprisingly – among younger consumers… Even though many of them didn’t grow up with those products. Specific examples referenced included the Modern Era Girl collection from Mattel’s American Girl.

Fan-Driven Play
Toy companies aren’t waiting for the next blockbuster hit, they’re adapting to cultural moments in real time.

“Play is no longer defined by age,” said The Toy Association’s Adrienne Appell. The Executive Vice President of Marketing Communications added, “It’s about how people want to feel. In 2026, we’re seeing a growing interest in play that inspires creativity, encourages out-of-the-box thinking, and celebrates self-expression… From collectible fandoms to toys and games that offer moments of calm and comfort. These trends reflect how play continues to evolve alongside culture, while remaining a meaningful and essential part of life at every age.”

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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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Guys, it’s great to catch up. The ‘move in’ date is fast approaching for the new Toy Building in LA. What do our readers need to know about this big moment for the Association – and the wider industry?
Andy Keimach, Special Advisor to the President & CEO, The Toy Association: Over the last two to three years, LA has become a centre point for the toy industry for the Fall and Spring preview periods. Manufacturers have been finding their way there, centred around the fact that you’ve got the world HQ for Mattel there – you’ve got Zuru there, you’ve got Moose there, you’ve got MGA, you’ve got Spin Master… The Toy Association made the decision a little over a year ago to see if we could create a centre point for the industry – a place where people can gather, feel and fuel this incredible energy that’s happening in LA. That’s essentially what we aim to do with The Toy Building.

Kim Carcone, EVP of Global Market Events, The Toy Association: It’s a real watershed moment for the organisation. It’s an exciting time.

When you were looking at options, what key boxes did this building tick?
Andy: Location, location, location. It needed to be in central El Segundo or surrounded by already existing toy manufacturing offices. It needed to be a building that had the right amount of amenities and space for us to be able to host industry-wide events and gatherings. And it needed to be a place where we could grow, expand and execute a multi-phase plan. We’ve got a three-phase plan. We are into it with selling phase one, which is four floors out of the 15 that are in the building.

Terrific. And does this building help you serve the broader industry? Do you see it having uses across your entire membership, from companies to inventors and beyond?
Greg Ahearn, President & CEO, The Toy Association: LA has grown organically from both a US and international perspective, but what we as The Toy Association can bring to the party is to provide a hub. That’s why we wanted a building and why we wanted to have naming rights on the building. It gives people a place to have these casual moments – these creative collisions. “Let’s meet at The Toy Building for a coffee”, right?

And there’s the inventor aspect. People of Play is looking at what we can do there, because there’s a big inventor community in LA too. It’s also a place where we can host the ‘inform and educate’ part of our three-year plan. We brought Circana to our LA activity last year and they’ll be back, but we’ll probably bring a little bit of Toy Fair University there too. And importantly, we’re going to have one, if not two, moments a year where the industry gathers there together in support of The Toy Foundation.

It’s got all of the ingredients needed to unite the industry and amplify connections and moments to make things richer for everybody.

LA is also home to some of the biggest entertainment companies around. Is that also a part of the appeal there – that it facilitates those connections between toy and entertainment?
Greg: Absolutely. LA has become what New York was a long time ago now. It really is becoming the hub where people are congregating. There are major manufacturers, both that are domestic as well as international companies that have put their HQs there. But yeah, it doesn’t hurt to have the major entertainment companies and the content producers literally 30 minutes away.

People still speak very fondly of the old Toy Building in New York and you mentioned having naming rights to this building in LA. Can you speak to the power of this being called The Toy Building?
Kim: The experience we are creating in Los Angeles pays homage to what was the beginning of a movement 119 years ago here in New York. It’s about the future and serving the industry in a way that provides an epicentre. It’ll be epicentre of efficiency for retailers that want to come to one location to see hundreds of manufacturers. Tenants in our building have year-round opportunities, whenever it works for them.

Our goal is to provide structure for what is organically happening in LA, and to really help companies enhance their business growth, their networking and their partnerships. I hope that 50 years from now, people will be talking about this building in the same way that they talk about the New York building.

Andy: And we’re building it from the ground up, so when you get off the elevator onto one of our floors, it’s going to feel toy and it’s going to look toy. It will have that lightness and fun vibe. You don’t necessarily get that in other places because they’ve had to retrofit into spaces that already exist.

Some associations – regardless of their industry – are very domestic-focused, while others lean into a global offering. Do you see The Toy Building being an important way for The Toy Association to engage in a deeper way with international companies?
Andy: I think you’ve hit on a distinct characteristic of this LA Toy Building – it’s going to be tremendously diverse. We’re going to have manufacturers from all over the world there. LA has become a gathering spot, especially for the Spring season – which is not as big a transition season in the US as it is in other international markets.

With this location, within literally a one-block area, there’ll be probably close to 300 toy manufacturers with showrooms by Fall. And that’s 300 companies that can be traversed very easily by global buyers, inventors, licensors… And it’s a unique environment in that it’s kind of a permanent home – you can sit down to have lengthy meetings and good in-depth discussions. It’s not a trade show environment.

Kim: The international component is important to the Association. At Toy Fair New York this year, we have over 100 countries represented here. They look to the Toy Association to provide a credible business environment for them. It’s something we’ve delivered for them on the East Coast, and because of that we’re trusted to deliver on the West Coast.

Greg: We’re not thinking of this as a US-centric moment in Los Angeles, it’s a global moment. We have done a significant amount of outreach with international partners, asking what they need.

And it makes sense in the wider cycle of our industry. LA represents the kick-off, where buyers and licensors are introduced to new product. In January, they meet in Nuremberg and start finalising and talking through the lines on a global basis. Then they come here to New York – and this is where things get locked in. I was speaking with a major manufacturer here at the show and they said that one of the top three retailers came through and the buyer saw a line that they hadn’t really thought about… They thought about it again here, bought the line and have committed to giving it a display area in Q4. He said it’s more than paid for the investment in Toy Fair.

The other key differentiator between LA and New York is that here at Toy Fair there are 250 first time exhibitors. That’s not possible in LA – LA is not built for those people, but we know that’s what drives this business. It’s where Trivial Pursuit came from. It’s where Squishmallows came from. It’s where Polly Pocket came from. I would implore every major manufacturer and their inventor relations people to use New York as a place to find that next big thing down in the Launch Pad area.

Absolutely. And, speaking for myself a bit here, but do you see The Toy Building in LA as serving a purpose for the toy trade press?
Andy: This year’s Toy Fair was the first to have the Press Center here on the show floor. That’s gone down really well, and it speaks to the fact that within this LA building, we need to find a way to have a dedicated media space. We want The Toy Building to also be a media centre point for El Segundo. In addition to having these showroom suites, the Toy Association is going to have a West Coast office in that building – in the ground floor of the building. Within that space, I think we’ve got to make something like this Press Center that’s friendly to media, so you guys can do your thing and feel comfortable going there.

Kim: The building has some amazing communal spaces. To Andy’s point, we don’t want the press leaving to do their work. You can be on our campus to be inspired and do your writing, reporting, podcasting – all of that.

Before we start to wrap up, what would you say are some of the cultural differences between LA and New York? Is there a difference in business culture?
Greg: We can do this because Kim can do the New York side and Andy’s the LA guy!

And we should stress they’re equally great – I don’t want to end things on a row!
Kim: They’re equally great, it’s true. Well, New York is New York. Let’s be clear, right? New York is not going anywhere. New York is the epicentre of many things. Finance, fashion, toys, the event world… My experience is that things in New York are quite structured, whereas sitting and having a coffee outside to casually talk business is part of what I experienced as everyday life in El Segundo. That does not happen here in New York.

Greg: Don’t let New York get away with that, Andy!

Andy: Ha! Here’s what I will tell you, New York – and the East Coast of the US in general – thinks they came up with the whole concept of business casual. It’s been business casual in LA for as long as LA’s been around! And do not be swayed by the fact that you’re within three miles of a beach. There’s serious business done in LA, but it’s done with the sun shining all the time! People love to come to New York for the energy and the sizzle and the fast pace. People love to come to LA because you can take a deep breath and still do the things you need to do. I can get my work done, then I can go for a six mile walk on the beach.

Kim: I get that, I get that. It’s not very casual here in New York!

Greg: Billy, I get to play both sides because I’ve spent significant parts of my life on both coasts. I grew up on the West Coast, went to school on the East Coast and worked 12 years at Toys R Us in New Jersey. Like Kim and Andy said, they are so different, but both are incredibly conducive to do business.

Great answers – and we’re all still friends! Last question: for anyone who wants to get involved in The Toy Building, how can they do so?
Andy: Reach out to Kim or to Laura Mangiaracina, our Director of Sales. She can be contacted at LMangiaracina@toyassociation.org. There’s also more information on the building available here. We’re close to a third sold out for phase one already, so please reach out as soon as you can!

Great stuff. Huge thanks again guys. Let’s tie-in again soon.

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People of Play is merging with The Toy Association.

Mary Couzin, founder of People of Play, will be joining the senior leadership team at the Association, where she will be responsible for guiding the future and growth of its new People of Play arm.

People of Play’s assets and events, including Chicago Toy and Game Fair, The Toy & Game Innovation Excellence Awards, the Bloom Report, Young Inventor Challenge, Toy & Game Inventor Pitch & Innovation Conference, Play in Education and POP Platforms, and the People of Play Holiday Guide will join The Toy Association’s portfolio.

“Who knew that over 20 years ago, when I started Chicago Toy & Game Group, now People of Play, and hosted our first big event, the Chicago Toy & Game Fair, to promote play, we would add so many events and initiatives as well as have such an amazing, long-lasting effect on the industry,” said Mary Couzin, founder of People of Play.

“By joining The Toy Association with their additional resources and new vision, we can strengthen our brands for generations to come. I’m thrilled that People of Play will continue to grow and flourish and want to thank everyone who has been a part of our initiatives. As we have shown, everything is possible when people of play collaborate.”

Greg Ahearn, President and Chief Executive of The Toy Association, added: “We saw the opportunity to be a catalyst for creativity and innovation by aligning with Mary Couzin and People of Play and utilizing our assets and experiences to help People of Play and its events grow.

“Mary, a toy industry Hall of Famer, has built an amazing community with some of the most unique events, consumer engagement moments, compelling content, and industry resources and we are excited to have her and People of Play as part of The Toy Association. With People of Play and The Toy Association working together, the possibilities are endless.”

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As The Toy Association’s Marian Bossard retires, we find out which achievements mean the most… And invite some colleagues to say goodbye.

Marian Bossard, let me start with a question I meant to ask when we very first met… The name Bossard: sounds like it probably has a solid meaning. Does it?
Well, it’s not my own but I’ve borrowed it for the last 40 years. Let’s look it up… French and English: composed of the elements bos – “audacious”, and “hard; hardy, brave”.

That’s about right, then isn’t it?!
That’s not too shabby! Wait… It’s also a French nickname for a hunchback! From the Old French bosse meaning hump. Well! I DO have a slight curvature of the spine…

So we’re saying “Hardy hunchback”? I almost daren’t ask: what was your name before you married?
I’m a Maguire, which I believe translates to “pub dweller”.

Perfect! This is the best start to an interview ever! And I’ll share a secret with you. My surname, Johnson, means “Son of John”.
You don’t say?!

I do say! And oddly enough, my dad’s name really is John, which is the icing on the cake! Now, Marian: despite quite a lot of protest, you’re retiring from the role of Executive Vice President of Global Market Events at The Toy Association. What are you retiring to do?
Every opportunity that’s come my way has been more kismet than conscious orchestration. I’ve thought about this question and right now I keep landing on “Just create more space in each day.” Let’s see what happens…

Okay. I shall trust the universe… And if you had no conscious orchestration, I’m curious: what did you do before you worked at The Toy Association?
In order, I was a grocery store clerk, a gas-station attendant, and a waitress. Then I was an airline employee…

An airline employee? Dealing with what?
They didn’t let me fly a plane but that aside, pretty much everything! Reservations, customer service, domestic tariff agent, training and development, baggage handler, ramp worker, ticket counter. The whole shebang! After that I was an exhibit fabrication coordinator, then I moved into live-event operations.

And what skills did you learn in those earlier roles? Which ones shaped you, do you think?
ALL of them shaped my work ethic. I’d also add that my grade-school experience, while not a job, added an important element, too.

How so?
We were always told that if we went to the mall after school, and we were in uniform, that we represented the school and should behave accordingly. Part life sentence, part life lesson. I got very comfortable with the idea that I am what I do and so it’s important to me that I only connect myself with ‘uniforms’ of which I’m proud.

That’s quite profound. And what about the other roles; what did you learn?
As a teenage clerk and working the airport ticket counter, I learned about public contact. And everyone should work jobs with public contact! Looking people in the eye and dealing with issues in the moment is very important. Also, I’ve always thought that if you segment customer service into a department, you’ve already lost. Every person and every voice is your sales and customer service team.

That’s very true! It’s an ethos, not a department…
Right! As a gas-station attendant I learned to move quickly, never sit and remember to check the oil! And as a baggage handler… Teamwork! In fact, back then, Delta Air Lines required that – before you could put on the snappy uniform and work the ticket counter – you had to work on the ramp bringing in planes and loading bags. That way you could properly manage inquiries upstairs, about downstairs, with empathy.

The principle being you understand even the most hands-on part of the process?
Exactly. And that made quite an impression with me. Later, when running trade shows, I felt it was important to understand what’s happening on the loading dock, and really respect the labour pool. They’re less visible – but still critical to your success.

Great. And on that, then, how did you get into the toy-and-game industry?
Fortune smiled! After 16 years, I’d left Delta and really thought I’d stay in hospitality. I took a temp job, though, at a company that designed and fabricated trade-show exhibits. One day I hand-carried a piece to the Javits Center for a client and it was the first time I’d seen a trade show. It reminded me of the circus moving in – which was another career path I considered. I set my sights on working for an event organiser, and did so a short while later.

Wait a minute! Back up… You considered the circus as a career path?
Yes! When I was in college. I seriously considered applying to Ringling Bros Clown College, and struck up a penpal relationship with their first female graduate. I still have the two unsubmitted applications. Those applications, with their unusual questions, shaped the way I interview people to this day.

What kind of thing did they cover?
The questions were designed to introduce you to yourself at the same time as the admissions director was getting to know you. Questions about books, and quotations and memorable turning points in your life.

Great! You have to send me a picture of some of those questions!
I also have a Ringling Bros jump suit, you know…

Again: a picture is needed! You know, in my head, a clown college would also ask if you’re prepared to carpool with 20 other people in a tiny vehicle…
It might say that… I’ll dig one out! Also, I need to tell you that when I left Delta’s sales office to go to the airport, it was actually because the New York office was closing. But when I got the interview with the event organiser, Miller Freeman Inc, they gave me the address in New York… It was the same building Delta had occupied – and the same floor!

No?!
Yes! My first and second jobs in New York City were in the same exact place. I was so nervous in that interview but stopped and told the woman that if I seemed distracted it was because I’d “grown up” in this same space for 12 years. Anyway, I witnessed my first Toy Fairs because the show for which I worked was the General Merchandise Show…

Every February, we shared the building with Toy Fair. And one year there was a Greenpeace protest at Toy Fair, and Batman and Robin were climbing on the steel supports in the Crystal Palace, and I thought: now THAT’s a trade show. A couple years later, a colleague told me he’d gotten a call from the Toy Manufacturers of America about a job at Toy Fair. He wasn’t interested, but he told me I should go for it. I did.

And the Toy Manufacturers of America was an earlier incarnation of The Toy Association?
Right. And by the way… The friend that wasn’t interested was John Klein – now our Director of Event Operations. When the opportunity came to fill THAT role a few years back, I called him and asked him if he was interested. He was.

They got him in the end! Now look, you’ll want to tell me it’s impossible to answer, but – apart from meeting Billy Langsworthy – what were some of the highlights of your career?
So true – and thanks for taking that option off the plate. What will I think about for the rest of my days? Too many, I fear. We have to keep moving and thinking of ways to serve the industry and the Association really supports our entrepreneurial approach… So in addition to Toy Fair, I’d say Play Fair: because I still believe in this consumer-facing experience. Also, the International Business Development… Exploring market access for members in new markets with trips to India, Dubai, Russia, China, Hong Kong, London and Nuremberg.

Any others? I knew this would be a tough one…
Toy Fair Everywhere, certainly: eight years in, it’s simple, elegant, highly functional. And Creative Factor! Somewhere around 2002, 2003 Brett Klisch told me we weren’t doing enough to serve inventors and designers and, from that, Creative Factor was born. Creative Factor and Brett are both highlights.

Conversely, then, what was the biggest challenge you faced?
Not exactly a personal challenge, but there was a challenge I took personally on behalf of the Association… In the early days we were criticised for not doing enough for this group or that group, and then when we dedicated more resources toward activities that serve a broader industry beyond toy manufacturers, there were some responses that we should stay in our lane… That by us doing more, we were intentionally doing harm to others. That always strikes me as unfair and all we can do is continue to serve the toy community in whatever way we can.

Interesting. I think we live in a “can’t win, have to try age”, though, don’t we? And I guess – on that point – my next question would be who has the unenviable job of stepping up to fill your shoes?
The indefatigable and well-accessorised Kimberly Carcone. Buckle-up.

Buckle up! Brilliant. I like the word “indefatigable”, by the way! I guess you need to be in that role. Now as I understand it, you’re staying on in an advisory capacity? Generally speaking, what’s the best piece of advice you can give?
Tough one. Build talent for tomorrow and practice humility. Maybe in reverse order.

What’s the one question you’ve never been asked in an interview that it would be great to answer?
That would be straight out of the clown college application… Do you compete better with others than yourself?

And what’s the answer?
You go first…

Hmmm. That actually needs a little bit of thought! Tell you what, I’ll fill in the form! Alright, Marian… I’m going to wrap this up by thanking you for your time and saying this: I have every confidence that in whatever you do next, you’ll deal with issues in the moment, be brave as a Bossard – and funny as a clown. And I sincerely hope we work together again but until then, all the best with your retirement.

Some Messages for Marian…

“Damn you, Marian Maguire Bosssard! You went and created a special space of humanity and humour in our lives that was uniquely yours. Relentless passion. Passionate caring. To say a simple thank you, that you are loved, deeply valued, and have left a lasting imprint on our lives all fall far short of who you are and what you mean to each and to all of us. You are and will always be a blessing. Lucky to have travelled in your orbit.

Yeah, yeah, yeah, all the business impact stuff too… So many across the toy and play community may never realise their companies, their own careers, their industry have been profoundly touched by your hand and actions. Who you are and who better you helped us to be will forever outshine all you shaped and all you built. Here’s to time with your beautiful family, enjoying brilliant sunrises over the coast of Maine, a sunset toast with Rich and all the happiness and good health this world can provide. Excelsior!”
Steve Pasierb, President & CEO, The Toy Association

“When I look back on the last 14 years – and it’s passed in a blink of attempts, achievements, teamwork, smiles, laughter, and even the occasional failure – it’s then that I realise it’s because there’s been a driving force inspiring and challenging me each and every day. That force is Marian Bossard…

A visionary, a leader, an innovator, a mentor; a fearless mover of ideas and partnerships, and a true believer in the importance of progress, I’ve had the absolute fortune of being in Marian’s orbit since my arrival at the Toy Association so many years ago.

Marian’s belief in the work of the Association and her dedication to exploring and executing market opportunities has never waned, and her example is unmatched. Marian’s departure will leave a hole in my universe, but her bright star will always be part of my professional and personal galaxy. To say I will miss her is an understatement.”
Kimberly Carcone, Vice President Market Events, The Toy Association

“Marian and I met when we both worked for Miller Freeman. She went on to Toy Fair and I was working on legal events. When Marian asked me to join Toy Association in 2015, I said yes… And it has become one of the best places to work due to Marian’s leadership. Marian has always taken the time to share her knowledge of the industry, both toy and trade shows. She has expanded Toy Fair from being on one level of the Javits Center to the whole building – and THE place to be every February.”
John Klein, Director, Event Operations, The Toy Association

“Marian is an inspiration! When we started The Creative Factor together in 2003, it was the industry’s first platform for creative people be seen and heard. Marian saw the worth of showing the artistry and invention that goes into the creative process. She opened the door through which many other events came to showcase inventors and designers.

Many years ago, I remember reminiscing with Marian about our mutual aspirations to run away with the circus – and how that desire shaped our careers! Well, to our travelling troupe of artists, designers, engineers – and all sorts of other clowns – Marian has been our steadfast ringleader for nearly two decades. We will be eternally grateful to her for the unwavering support you’ve given each of us. Thank you, Marian.”
Brett Klisch, Creative Director, Peru Meridian Studios

“How does one summarise 22 years with just a few words? Marian is the epitome of a true leader. She’s compassionate and her door is always open. She leads not only with words but also by her actions. She has a strong work ethic and wouldn’t ask you to do anything that she wouldn’t do herself…

Now, 22 years later, I’m still in awe of her communication skills, regardless of how difficult the conversation. Everyone leaves her conversation satisfied. Her motto of ‘iron fist in a velvet glove’ guides our team when communicating to our customers. Finally, her integrity has inspired our team to treat all customers equally. Although I’ll miss my daily interactions with Marian, I know that I have a friend for life.”
Jackson Wong, Senior Director, Event Data & Technology, The Toy Association

“Creative, forward-thinking and a mean darts player, Marian is your classic triple threat. Her generosity, passion and willingness to expand the opportunities for inventors and creatives working in the play space has been inspirational. Her constant encouragement and enthusiasm has truly helped shape what we do at Mojo Nation – and want to do looking ahead.

I’m sad to see her go, but also feel incredibly fortunate to have been lucky enough to collaborate with her in recent years – and for a little while yet moving forward!”
Billy Langsworthy, Co-Founder, Mojo Nation

“Bravo to Marian, a kindred spirit who shares the same belief as me when it comes to everyone’s favourite villain, Darth Vader! Can Lord Vader really be evil and villainous 24/7? Or is he a fun-loving, jovial chap in his off hours and weekends? Marian and I strongly believe it’s the latter! I have the image to prove it, and Marian has the Halloween costume to prove it!

Marian made an indelible impact on both the toy industry and on myself. I’ll forever be grateful for her seeing something in me that perhaps I hadn’t seen in myself. Marian invited me to exhibit and speak at TFNY 2020, and in doing so challenged me and forced me way out of my comfort zone. It ended up being the most epic experience of my career. I grew leaps and bounds because of her belief in me – something I’ll forever be grateful for. Marian, you’re a force of nature and I am incredibly honoured to call you my friend.”
Mitch Wu, Founder, Mitchel Wu Toy Photography

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The Toy Association has detailed the winners of the 2021 Toy of the Year Awards.

TOTY awards were also handed out in 16 categories and given to the following:

Toy of the Year: Star Wars: The Child Animatronic Edition Toy (Hasbro)
People’s Choice: Story Time (Chess) / The Original Spawn Action Figure and Comic Remastered (2020) (McFarlane Toys)
Action Figure of the Year: Fisher-Price #ThankYouHeroes Line (Mattel)
Collectible of the Year: LEGO Super Mario Character Packs (LEGO)
Construction Toy of the Year: LEGO Star Wars The Razor Crest (LEGO)
Creative Toy of the Year: Crayola Colors of the World Crayons (Crayola LLC)
Doll of the Year: Barbie Color Reveal (Mattel)
Game of the Year: Pokémon Trading Card Game Battle Academy (The Pokémon Company International)
Infant/Toddler Toy of the Year: Fisher-Price Laugh & Learn Grow-the-Fun Garden to Kitchen (Mattel)
Innovative Toy of the Year: Star Wars: The Child Animatronic Edition Toy (Hasbro)
License of the Year: Star Wars: The Mandalorian (Disney)
Outdoor Toy of the Year: Ultimate Go-Kart (Radio Flyer)
Playset of the Year: LEGO Super Mario Bowser’s Castle Boss Battle Expansion Set (LEGO)
Plush Toy of the Year: Star Wars: The Mandalorian The Child 11″ Plush (Mattel)
Preschool Toy of the Year: PAW Patrol Dino Patroller (Spin Master)
Specialty Toy of the Year: LEGO Ideas Grand Piano (LEGO)
STEAM Toy of the Year: Mega Cyborg Hand (Thames & Kosmos)
Vehicle of the Year: PLAYMOBIL Back To The Future DeLorean (PLAYMOBIL)

“From 117 outstanding finalists to this year’s TOTY winners, to Hasbro’s Toy of the Year Award and two unique People’s Choice winners, each underscores the joy of play in uncertain times, the togetherness of family game night, as well as the swiftly-evolving retail and e-commerce landscape,” said Steve Pasierb, president and CEO of The Toy Association.

“The TOTYs continue to reflect the toy and play community’s passion and perseverance, all while honouring the richly deserving Hall of Fame inductees. It also raises vital funding for The Toy Foundation as it embarks on impactful new programs supporting children’s hospitals and driving diversity, equity, inclusion, and access in the toy industry. We thank the independent expert judging panels and the tens of thousands of individuals who voted this year!”

During the event, four toy industry visionaries were officially inducted into the esteemed Toy Industry Hall of Fame: Philip Bloom, founder & former publisher of The Bloom Report; William C. Killgallon, chairman of the board at The Ohio Art Company; Pleasant T. Rowland, founder of American Girl, a division of Mattel, Inc.; and the late Margarete Steiff, founder & creator of Steiff.

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New York Toy Fair 2022 has been dated to take place from Saturday, February 19th  to Tuesday, February 22nd, 2022 in the newly expanded Jacob K. Javits Center in New York Cit

“We are thrilled to announce Toy Fair New York’s return to its usual timeframe and to highlight the opportunities the new state-of-the-art Javits Center will bring with it,” said Marian Bossard, executive vice president of global market events at The Toy Association.

“With an expanded footprint for the overall show, Toy Fair NY 2022 will open the doors to new exhibitors and allow for new educational offerings, expanded networking opportunities, sponsorship opportunities, and more!”

Planning remains underway for the in-person Toy Fair New York 2021, set to take place from May 1st to May 4th 2021.

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A study of 1000 US parents has found that 83% of parents say their kids receive toys from grandparents and other gift-givers which they suspect are not purchased from verified sellers, including 48 percent who say it happens “frequently”.

The study, conducted by Wakefield Research for The Toy Association, also found that 2 in 5 parents (45%) say they would keep a toy even if they suspected it was counterfeit and potentially unsafe – more than double the 19% who said the same in 2019.

“Products sold at retail by legitimate US toy companies, whether in brick-and-mortar stores or online, are rigorously tested for compliance as part of our nation’s world-class safety system,” said Steve Pasierb, president & CEO of The Toy Association.

“Yet consumers must be vigilant as illicit sellers of counterfeit and dangerous imitation products have infiltrated online marketplaces, deceiving shoppers and gift-givers while posing a serious safety threat to children.

“The Toy Association works year-round with government agencies and leading e-commerce platforms to combat this menace and to educate shoppers on how to avoid unintentionally bringing unsafe fakes into the home.”

Nearly a fifth of parents (19%) say their child has already received a counterfeit or knock-off toy purchased online, and the likelihood of a child receiving a counterfeit toy may increase with the age of the gift-giver.

Among those whose children receive gifts from grandparents or great aunts and uncles who shop online, 71% of parents have doubts that those gift-givers know how to ensure the toys they purchase online are coming from verified sellers.

The Toy Association’s top tips for avoiding counterfeits are as follows:

TIP #1 – AVOID SHADY SELLERS: Dig deep into a lesser-known seller’s online presence and reviews to be sure the toy under consideration is authentic – and therefore, safe. Can’t find a website for the manufacturer or seller? That’s one red flag. Multiple grammatical errors in a product description or poorly photoshopped pictures are also red flags. A great alternative is to visit the toy brand’s website and either purchase directly from the site or follow links to an official retailer to purchase. And remember: if a deal seems too good to be true, the product might be a counterfeit or imitation. A fake toy or cheaper alternative might be unsafe; it’s just not worth the risk.

TIP #2 – AGE MATTERS: Following the age label on toy packaging can save a child from serious injury. For example, toys labelled 3+ might contain small parts that are a choking hazard for children under three (or those who still mouth toys). More than a quarter (26%) of parents surveyed said their child has a received a toy intended for older children, proving that gift-givers need to be better educated on the importance of heeding age labels.

TIP #3 – AVOID DANGEROUS NON-TOY GIFTS: 15% of parents surveyed said their child has received a gift that was not a toy. Yet items like office supplies, desk puzzles, home decorations, watches, and remote controls that are not meant for children may contain small batteries and/or high-powered magnets that can be accessed by children and very dangerous if accidentally swallowed. Your best bet is to stick with purchasing toys intended for children, since there are strict federal standards in place to make sure those products are safe.

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The Toy Association has confirmed that next year’s New York Toy Fair will take place at the Javits Center from May 1st to May 4th 2021.

“We have been presented with a window in the opening days of May and we are willing, ready, and able to put resources toward the show and any other projects that will continue to help members grow their businesses,” said Toy Association President and CEO Steve Pasierb.

“While none of us can be certain what the nation and world will look like some seven months in the distance, we all need the promise of a future for the toy and play industry, a return to a degree of business normalcy, and to reclaim some aspects of our collective pre-COVID-19 lives.”

The Toy Association added that it expects the May show to be different to the usual January New York Toy Fair offering, and is anticipating “smaller footprints, a different exhibitor mix and less extravagant if not workmanlike displays”.

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