After more than 65 years as a standalone show, ToyFest, produced by the Western Toy & Hobby Representatives Association (WTHRA), is teaming up with The Reunion, a fast-growing souvenir, gift, and resort show, to offer specialty buyers more discovery, more categories, and more ROI in a single trip.
With planning underway, The Toy Book caught up with ToyFest Chairman John Hansen for details on why the industry needs to be at the Expo at World Market Center in Las Vegas, April 14-16, “where play meets retail heaven in ’27.”
“ToyFest has always been known for its welcoming atmosphere and strong relationships between retailers, manufacturers, showrooms, and sales representatives,” Hansen says. “By co-locating with The Reunion, we’re expanding those opportunities without changing what makes ToyFest special.”
The combined event will give buyers access to more products, educational programming, and networking while opening the door to retail audiences beyond the traditional specialty toy channel. Through The Reunion’s network, exhibitors can connect with buyers representing gift shops, museums, zoos, resorts, and other specialty businesses.
“One of the most exciting aspects of this partnership is the opportunity to broaden exhibitors’ reach,” Hansen says. “As consumer shopping habits continue to evolve, helping manufacturers build relationships across multiple retail channels creates new opportunities for sustainable growth.”
Attendees will be able to shop more than 300 booths across the two events, with thousands of products from an estimated 500 manufacturers, but ToyFest and The Reunion will retain separate exhibit areas and branding. Organizers say the layout will allow buyers to navigate each show according to their needs while moving between the two.
“Our goal is to create an experience that feels expanded, not overwhelming,” Hansen says.
Preserving each show’s individual character is also part of the plan.
“Respecting the identity of each event has been a priority from day one,” Hansen says. “The partnership is about complementing one another.”
Independent sales reps also remain central to the ToyFest experience.
“The reps serve as trusted advisors to retailers and manufacturers alike,” Hansen says. “The co-location gives reps the opportunity to continue serving their existing accounts, while introducing their product lines to new retail audiences they may not have traditionally reached.”
Hansen says organizers have already heard enthusiasm from buyers, showroom operators, exhibitors, and sales reps, but attendance alone will not determine whether the partnership succeeds.
“Our gauge of success isn’t measured solely by attendance numbers — it’s measured by business outcomes,” Hansen says. “If retailers discover new products, exhibitors open new accounts, sales representatives strengthen relationships, and attendees leave feeling their time was well spent, we’ll consider the partnership a success. Our goal is to create an experience that generates lasting value and encourages the industry to return year after year.”
Exhibitor and attendee registration is now open. Visit ToyFestUS.com for full details and to plan your trip.
Stay on the Pulse of Play!
A version of this feature appears in The Toy Book‘s 2026 Fall Toy & Licensing Preview Issue. Read the full issue here!
Want The Toy Book delivered straight to your desk? Subscribe today and get seven big issues a year — packed with the stories, trends, and insights that keep you on the #pulseofplay.
