It was the bomb heard ’round the toy industry.
Not even halfway through Toy Fair’s much-anticipated return to the Javits Center in New York City after a 3.5-year pandemic-fueled pause, The Toy Association revealed plans to take 2024 off, move the event back to the first quarter for a show in March 2025, and then relocate to New Orleans for 2026, 2027, and 2028.
By the close of Toy Fair on Oct. 3, word was already spreading that a grave mistake had been made for a multitude of reasons.
Following a survey sent to members of the overarching global play community by The Toy Association this week, the feedback was crystal clear: The move to New Orleans was unwanted — not due to fault with the city itself, but due to the needs of the business. Had a move to another city, say Orlando (a rumored contender) been announced, the reaction would’ve likely been the same.
The Toy Book has confirmed that an email sent to members of The Toy Association this afternoon declared that plans to move the show have been scrapped. Toy Fair will move back to February in 2026 in New York. In the meantime, plans are in motion for some sort of event designed to support the toy industry in Los Angeles during the traditional “fall previews” in August/September 2024.
A formal statement from The Toy Association is expected to be released shortly.
UPDATE: A copy of this afternoon’s original email, titled “An Open Letter to Our Toy Association Members: The Future of Toy Fair,” has been published on The Toy Association’s website. It’s a worthwhile read that explains the position of The Toy Association and its Board while delving into the nuances of the complex — and still evolving — nature of an event with the size and importance of Toy Fair.
