by GREG AHEARN, President and CEO, The Toy Association
After an energizing return to Toy Fair, the toy industry is riding a wave of momentum, and we’re building on that energy in a big way. One of the most exciting milestones ahead at The Toy Association is the grand opening of our Toy Building in El Segundo, California, which is ready for tenant move-in Aug. 1. This space has been thoughtfully designed to serve as a West Coast home for the toy industry, and we can’t wait to welcome you.
This project reflects our long-term vision to support the global toy industry with year-round showrooms that can build value through connection, collaboration, and business growth. Located at 101 Continental Blvd., The Toy Building provides brands with an incredible selling environment and features four fully renovated floors with 65 premium showroom suites available for lease to companies of all sizes.
This building is a strategic step forward for businesses aiming to establish a presence in the heart of the West Coast toy district, offering proximity to key partners, fellow toymakers, and the entertainment capital of the world. With suite sizes ranging from 624 to 2,524 square feet (or larger by request) and flexible multi-year lease options, tenants can design immersive, on-brand showrooms to fit their needs and budgets. Whether you’re a household name or an emerging brand, this new space has been designed with your needs in mind.
But what truly sets The Toy Building apart is its sense of community. We believe in the power of “casual meeting moments” — those serendipitous hallway conversations, pop-in product demos, or over-coffee unplanned brainstorming sessions that can lead to new ideas, partnerships, and opportunities are the genesis of the next billion-dollar brand. Whether you’re sharing a hallway conversation, previewing a new product for a buyer, or networking during a Toy Association event, you’ll be surrounded by the most strategic and creative people in the world, who are also our colleagues and friends.
We’ve already seen just how powerful these opportunities can be. Last September, our sold-out LA Fall Preview welcomed 78 companies for a month of private meetings and product previews. It reaffirmed what we’ve always known: in-person collaboration drives business forward. The energy was electric, the deal-making was real, and the appetite for a permanent West Coast hub was loud and clear. That’s why we acted — and the response to the new Toy Building has been incredible.
At the time of this writing, almost half of the available showroom space leases are in process, prompting the early opening of additional floors for leasing earlier than planned. Companies including Hasbro, Playmobil USA, Carrera Revell of Americas, Insect Lore, Kid Galaxy, and Maccabi Art are among the first to sign onto this space, with many others in the final stages of the leasing process.
The official grand opening of The Toy Building will coincide with the 2025 LA Fall Preview market weeks, taking place Sept. 8-19. Throughout the two-week period, The Toy Association will host a full calendar of programming, from networking events to educational sessions and opportunities to give back through The Toy Foundation.
We invite you to explore this opportunity if you’re interested in learning more or securing your place. We have detailed renderings available, and our team is happy to set up a tour of the building or answer any questions.
Visit toyassociation.org/lafallpreview or contact Laura Mangiaracina
(lmangiaracina@toyassociation.org), director of sales at The Toy Association, for more information.
We look forward to opening our doors and welcoming you to the future of play in El Segundo. ≤
A version of this feature was originally published in the 2025 Licensing & Entertainment (+Baby!) Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
