It’s official: The Toy Association will have a presence in Los Angeles this fall.
Following months of rumblings, the Association secured three floors at 2250 East Imperial Highway in El Segundo, directly across from LAX. The LA Fall Preview market week will take place Sept. 9-13, 2024.
“We have heard loud and clear the desire for a Toy Association-hosted market week that will bring the industry together and accommodate their needs as they continue to grow and evolve,” says Aaron Muderick, Chairperson of The Toy Association Board of Directors and Founder and Executive Chairman of Crazy Aaron’s. “This solution is designed to be beneficial to those who are looking for a temporary space to conduct important presentations and meetings as well as those looking to network with industry friends and colleagues.”
In recent years, the U.S. toy industry’s move to Los Angeles has been an organic occurrence with previews in April and September organized without a sanctioning body. Retail buyers and other members of the trade visit permanent showrooms throughout the Los Angeles area, with El Segundo serving as an unofficial hub for the industry. Beyond the companies with LA-area headquarters, permanent, semi-permanent, and temporary spaces have grown, with 1960 on Grand in El Segundo being dubbed “the new Toy Building” by many in the business.
The Toy Association’s space is available to parties interested in renting a temporary location to host meetings and previews. The Association says that the space will be available throughout the entire month of September for contracted marketplace participants to host meetings with buyers outside the preview week.
Additionally, a free networking party hosted by The Toy Association will take place during the event.
As the industry timeline continues to evolve, The Toy Association notes in a FAQ that plans for an LA presence beyond 2024 have not yet been confirmed and that this marketplace is “simply a solution for 2024,” although a future LA presence is likely.
More information on getting involved can be found at The Toy Association’s website.
The Toy Book will also support the LA Previews with a BIG September issue akin to last year’s epic October Toy Fair issue. Contact our team today to book your space in the magazine!
- Jackie Breyer: jackie@toybook.com
- James Devin: jd@toybook.com
- Stephanie Infantino: stephanie@toybook.com
- Thomas Stephen: thomas@toybook.com
