by GREG AHEARN, President and CEO, The Toy Association
The Toy Association consistently provides its members with one of the most important things: opportunity.
The opportunity to create relationships, develop new ideas, and engage with retail partners, all with the goal of growing members’ businesses. Creating a place where opportunity thrives has been our guiding principle throughout the development and building of The Toy Building in El Segundo. On behalf of The Toy Association, I’m excited to welcome all play professionals to this brand-new toy industry hub on the West Coast — a space designed by toy people, for toy people.
The Toy Building is a testament to our collective commitment to cementing Los Angeles as an essential stop on the calendar for doing toy business year-round. It’s your headquarters on the West Coast where buyers, manufacturers, designers, licensors, the media, and every member of the toy industry come together to ink deals and connect as a community. We thoughtfully designed every floor to inspire collaboration, facilitate meetings, and strengthen the meaningful relationships that drive our industry forward. It provides an environment conducive to those unexpected coffee breaks or hallway meetings that often result in an incredible new opportunity.
Inside, you’ll find stunning new showrooms featuring major toy companies, brands, and entrepreneurial ventures, ready to present their latest innovations. Our tenants — including Crayola, Carrera Revell of Americas, Fashion Angels, Funko, Hasbro, NECA, Playmobil, and many others — are eager to present their products and services, so schedule your appointments and take your time exploring each space.
WELCOME TO LA-LA LAND
Our LA Fall Preview Market Weeks also provide an opportunity to network with leaders from across our industry. That’s why we’ve planned a series of must-attend events from Sept. 8-19, including cocktail parties, educational sessions, philanthropic opportunities, and more, all meant to bring our global toy community closer together.
We’re kicking things off with our opening-night celebration on Monday, Sept. 8, at The Toy Building (101 Continental Boulevard). A true housewarming for the toy industry, join us at 5 p.m. for an evening of drinks, hors d’oeuvres, and an opportunity to tour the new space.
The fun (and impact) doesn’t stop there. On Tuesday, Sept. 9, we’ll tee off The Toy Foundation’s LA Golf & Give FUNdraiser at Topgolf El Segundo. This night of friendly competition and giving back will raise critical funds to support The Toy Foundation’s disaster relief programs, including efforts to aid children and families impacted by California wildfires. Whether playing in the tournament or hanging out with industry friends, your presence helps make a difference.
On Wednesday, Sept. 10, at 5 p.m. at The Toy Building, we welcome everyone for a beach-themed happy hour, with street tacos, grilled skewers, frozen margaritas and daiquiris, music, and more. Then, on Thursday, Sept. 11, Women in Toys, Licensing & Entertainment will host the 2025 Wonder Women Awards at the Beverly Hilton to celebrate the inspiring leaders who make our industry strong.
Check out registration information and additional Market Week events (more were just added!) at toyassociation.org/lafallpreview. These include a People of Play (POP) event and educational sessions from Circana, Spielwarenmesse, and more.
MORE FUN TO COME
Of course, our fall calendar doesn’t stop here. From Nov. 8-9, the industry will head to Rosemont, Illinois, for the Chicago Toy & Game Fair (CHITAG), where consumers can get hands-on with products people will talk about throughout the season. Exhibit at the fair to be a part of our inaugural Wishlist Weekend, during which buzz will build around the hottest toys and The Toy Association reveals the 2026 Toy of the Year (TOTY) finalists.
And then, of course, Toy Fair 2026 takes place Feb. 14-17 at the Javits Center in New York City. There’s no substitute for the connections, visibility, and momentum this iconic marketplace delivers. If you want to lead, grow, and thrive in this industry, Toy Fair is where you need to be. Visit toyfairny.com to learn more.
At The Toy Association, we are dedicated to creating opportunities that build relationships and inspire new ideas. Our new Toy Building in El Segundo represents this commitment, standing proudly alongside legacy gatherings like CHITAG and Toy Fair New York that have united and energized the global toy community for many years. We look forward to your participation. For more information, please visit toyassociation.org/events.
So, welcome to our industry’s new gathering space on the West Coast. We built it for you. Let’s make it the vibrant, connected, future-forward home our industry deserves — starting now and for years to come.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2025 LA Fall Toy Preview Issue of The Toy Book. Read the full issue here!
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