Toysmith introduces a broad brand reset at Toy Fair New York, marking a new chapter for the 43-year-old toy company. The reintroduction reflects updated product development, design, packaging, merchandising, and marketing strategies, with a renewed emphasis on supporting specialty and independent retailers.
“Toysmith is personal for me,” shares Todd Spang, CEO of Toysmith. “I grew up riding along on sales calls with my dad, helping reset displays, and watching relationships get built one store at a time.”
The reset builds on Toysmith’s existing foundation while repositioning the company around trend-forward assortments, tactile play, and impulse-driven price points. Product development now centers on identifying gaps at retail by tracking cultural trends, category movement, and in-store behavior, with assortments designed to merchandise cleanly and encourage hands-on interaction.
Design and packaging have become central to the strategy, featuring bold colors, tactile elements, and formats intended to invite touch and support standalone or cross-brand merchandising. The approach extends across multiple high-growth categories, including sensory play, vehicles, novelty, DIY, and creator-led collaborations.
“This reset is about honoring that foundation while building a smarter, faster company, one that creates toys people instantly connect with and gives retailers the tools they need to succeed,” Spang adds. “We’re focused on growth, relevance, and bringing the fun back in a way that works for today’s market.”
Alloy Alley adds pull-back die-cast vehicles with wholesale pricing starting at $1. | Source: Toysmith
Doctor Squish expands through a new partnership. | Source: Toysmith
Red Toolbox offers licensed DIY play. | Source: Toysmith
Key brands highlighted for 2026 include Doctor Squish, which is expanding through a new partnership with a popular YouTube creator and growing beyond squishies into customizable squishy-making kits and refill programs. Alloy Alley adds pull-back die-cast vehicles with wholesale pricing starting at $1, supported by stackable packaging designed for merchandising. Sugar Skwisheez and Sugar Skwisheez Noods introduce plush-meets-squish characters and slow-rise sensory fidgets. Additional expansions include Red Toolbox licensed DIY play and expanded partnerships with Moose Toys brands.
“This year represents a huge moment for Toysmith,” says Jodi Losee, VP, marketing and e-commerce. “Our team has worked incredibly hard behind the scenes to reinvent the brand, bring fresh energy to everything we make, and ensure buyers and retailers can see, touch, and feel the fun we’ve been building toward — momentum reflected in our Pulse of Play Award finalist nomination for Distributor of the Year, and nearly 9,000 active retail customers across a portfolio of [more than] 1,200 products.”
Toysmith is also debuting new vehicle assortments, including race pull-backs, Bluetooth-powered R/C cars, and a vehicle display program designed to support strong price points and exclusive specialty retail assortments.
The company’s Booth, No. 2619, showcases these updates through hands-on demos and interactive play experiences.
Learn more about the company at toysmith.com.
