Forty years ago, the first print issue of The Toy Book debuted at the 1985 North American International Toy Fair in New York City. Dubbed “A Toy Department in Print,” the way the content was assembled — by department rather than manufacturer — was revolutionary for toy industry trade publications at the time. While times have changed, The Toy Book’s unwavering commitment to providing the North American toy industry with the best and most comprehensive coverage has not.
Now, as we kick off our 41st volume, the industry — and the world — is changing faster than ever. When you pull back the camera and look at things through a wide lens, you’d be hard-pressed to find another segment of the consumer products space that’s faced more challenges and fought more battles than the toy industry over the past decade.
The closure of the original Toys “R” Us (2018), the China-U.S. Trade War (2019), the COVID-19 pandemic (2020-2023), the global supply chain crisis (2021-2022), and the upheaval and ongoing evolution of the trade show calendar and buying timelines have forced pivots and accelerated evolution across every facet of the business.
If you’re reading this magazine, you’re already a winner, a survivor who turned challenges into opportunities, fought the battles, and lived to fight — to PLAY — another day!
STRENGTH BEYOND STRENGTH
At press time, this year has already delivered a heavy dose of déjà vu with President Trump back in the White House and new tariff threats churning up unpleasant memories from the pre-pandemic era. The good news is that the toy industry is 26% larger today than in 2019, per Circana. And, as those who attended last year’s LA Fall Toy Previews or this year’s Spielwarenmesse can attest, the toy industry has some surprises up its sleeves, including one of its strongest new product lineups in years. As Friedrich Nietzsche (and Kelly Clarkson) once said, “What doesn’t kill you makes you stronger.”
NEW YORK STATE OF MIND
That brings us to Toy Fair. For the first time since 2020, the annual gathering in The Big Apple is back in its winter position, albeit a little later than usual. After skipping 2021 and 2022 due to the pandemic and sliding into an unusual fall slot for 2023 before taking what we could call a “gap year” reset in 2024, North America’s biggest toy show is open for business. The Toy Book is in the house alongside its sister publications, The Toy Insider and The Pop Insider (with a hot new issue!), in Booth No. 3327.
The success of Toy Fair will shape plans for the future, and new product discovery is a major part of that experience. In this issue, you’ll find hundreds of new product previews across 17 categories reflective of the modern toy department.
Our annual State of the Industry features insights from some of the top voices in the business. Like last year, the story continues with extended Q&As with every participant available right here at toybook.com.
As always, we have actionable insights from The Toy Association, Circana, ASTRA, and others, alongside in-depth looks at the latest trends shaping the business across retail, packaging, marketing, legal, and beyond.
For the first time, we’re celebrating the finalists and winners of The Toy Book’s Pulse of Play Awards. Our inaugural awards program was a smash hit, and I’m happy to confirm that nominations for the 2026 edition open this summer!
A wise person once told me that “edit” and “tide” are simply the same word in reverse, both signifying the same constant: change. The Toy Book has seen a lot of change in the past four decades, and our team is ready for more. Let’s rock!
A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
