The El Segundo toy district is expanding.
Confirming news sent to members last month, The Toy Association inked a deal for a new, permanent showroom space in the Los Angeles area.
The Toy Building by The Toy Association is a newly renovated long-term showroom space at 101 Continental Blvd. in El Segundo, California. Just steps from Mattel in the heart of the growing toy district, this space features four floors of rental space, including 65 showrooms ready for move-in on August 1, 2025, just in time for the LA Fall Toy Previews. The Toy Association that the build-out will include a staffed lobby and an overall “thoughtful and inviting design” with showroom spaces of 475-1,920 square feet (or larger, by special approval only) for leases of 3-5 years or longer.
In the spirit of New York City's original Toy Building, this newly created space in El Segundo will support productive business meetings and 'casual collisions' in common areas to foster networking and creative collaboration. This goes beyond providing premium showroom space — we are designing an experience that is conducive to getting business done — and having fun doing it. That's what makes this industry great."
Industry vet Andy Keimach, who recently served as interim President & CEO at The Toy Association, is serving as a Special Advisor to Ahearn and is available to discuss options or schedule a tour of the facility.
This year’s LA Fall Toy Preview is set for September 8-19. The Toy Building will officially open its doors with two weeks of marketplace activity led by The Toy Association.
Additional information and updates can be found at toyassociation.org.
The Toy Book team will be in town for the LA Fall Toy Previews again this year with a follow-up to last year’s well-received September issue.
