Get ready — The BIG Toy Book is back! The 2027 edition of The Toy Book’s flagship annual — featuring The Licensing Book as an internal supplement — will debut February 20, 2027, at Toy Fair New York, kicking off our 43rd volume in a big way.
As the most-read issue of the year, The BIG Toy Book is where the industry looks to see what’s next — and we’re calling on toy and game makers to share their hottest new products for 2027.
Submissions are being accepted via OpenWater, the official submission portal of Adventure Media & Events.
Here’s what we’re looking for:
NEW FOR ’27
The hero products of the year — those big, must-have items coming for spring, summer, fall, and holiday 2027. Any category.
THE LICENSING BOOK
A showcase of the hottest licensed toys and games hitting retail in 2027.
THE ACTION AISLE
Action figures, vehicles, playsets, and accessories.
BUILDING & EXPLORING
Building sets, construction sets, magnetic kits, and models.
CREATIVE CORNER
Arts, crafts, puzzles, and hands-on activities.
SHARED ADVENTURES & HEATED BATTLES
Board games, tabletop, strategy, and card games.
DRIVEN TO PLAY
Vehicles and R/C — from die-cast and drones to trains and tanks.
THE LEARNING LAB
STEM, STEAM, and MESH toys that build minds and skills.
CUTE, CUDDLY, & COLLECTIBLE
Plush of every kind — from soft characters to huggable icons.
LET’S PLAY OUTSIDE!
Outdoor and active toys, plus ride-ons, scooters, and wheels that keep play moving.
ADORABLE, FASHIONABLE, & ADVENTUROUS
Dolls of all types — baby, fashion, and everything in between.
IMPULSE & NOVELTY
Rack toys, pocket money fun, and irresistible shelf-fillers.
YOU’RE NEVER TOO OLD TO PLAY
Toys, games, and collectibles for adult collectors and enthusiasts.
THE HOBBY
Trading cards (sports and non-sports), supplies, and accessories.
TOY ADJACENT
Products that complement the toy aisle — gifts, hobby items, and more.
OH BABY!
Toys, games, and gear for infants and toddlers.
PLAYFUL PRESCHOOL
Toys made for kids ages 3–4.
Deadline: December 7, 2026 — 11:59 pm, ET
Submit now: Click here!
This is the one everyone reads — make sure your 2027 lineup is part of The BIG Toy Book.
Marketing Packages Available Now
Book your space today to reach decision-makers across North America and beyond in The Toy Book!
Contact: Jackie Breyer | James “JD” Devin | Stephanie Katz | Lisa Gunner
