Originally Published 7/31/2025 | Updated: 8/7/2025
by KIMBERLY CARCONE, Executive Vice President, Global Market Events at The Toy Association
At The Toy Association, we couldn’t be more excited to welcome our global community to El Segundo this year for two milestone moments for our industry: the grand opening of The Toy Building on August 1 and the 2025 LA Fall Preview Market Weeks, taking place September 8 to 19.
For years, vendors and buyers have flocked to Southern California each fall, but they’ve lacked a true “home base.” We built one. Right in the heart of LA’s toy district — just minutes from the headquarters of several major industry players — the new Toy Building features 65 fully renovated showrooms, collaborative lounges, and sun-filled courtyards designed to spark the kind of casual conversations that lead to big deals. Early interest has been phenomenal: American Plastic Toys, Crayola, Crazy Aaron’s, Funko, Hape, Hasbro, Playmobil USA, Insect Lore, and a host of innovative companies of all sizes have already secured space, and we’re fielding inquiries daily.
The LA Fall Preview Market Weeks will serve as our official launch party filled with nonstop industry activity. Over two weeks, international manufacturers, licensors, inventors, buyers, and media will converge for concentrated product previews, buyer meetings, and hands-on demos. We’re layering in targeted education sessions, special networking events, and more to further deepen the value of being part of this community, including:
- Monday, September 8, 5 p.m.: The Toy Association will host a “come one, come all” industry networking party at The Toy Building. RSVP
- Tuesday, September 9, 11 a.m.: Toy Association Member Forum at The Toy Building with President & CEO Greg Ahearn and the Association’s senior leadership. RSVP
- Tuesday, September 9, 6 p.m.: The Toy Foundation’s LA Golf & Give FUNdraiser tees off the week with a night of networking and giving back at Topgolf El Segundo. Purchase tickets
- Wednesday, September 10, 2-7 p.m.: The Future of Licensing Executive Summit presented by X Tracks. Register here
- Wednesday, September 10, 5 p.m.: Endless Summer Happy Hour at The Toy Building, sponsored by DeForest Search & powered by Talento. RSVP
- Thursday, September 11: Toy Association & Toy Foundation Leadership Meetings at Otis College of Art and Design (by invitation only)
- Thursday, September 11, 6-10 p.m.: Women in Toys, Licensing & Entertainment will host its annual Wonder Women Awards Gala at the Beverly Hilton. Purchase tickets
- Friday, September 12, 5:30-7:30 p.m.: 400 Continental Grand Barbeque, located in the courtyard between 400 and 300 Continental Blvd.
- Tuesday, September 16, 11 a.m.-noon: Spielwarenmesse Dialogue at The Toy Building, Floor 10
- Tuesday, September 16, 5-7 p.m.: Networking Night at 1960 Grand
- Wednesday, September 17. 3-4 p.m.: State of the U.S. Toy Industry – Fall Update. Circana’s Juli Lennett will present the latest industry insights at The Toy Building, Floor 10. RSVP
- Wednesday, September 17: People of Play networking event at the Laugh Factory, El Segundo. Details TBA.
All events listed above are subject to change. Click here for the latest schedule.
With the industry continuing to navigate a shifting business landscape and cost pressures from tariffs, our goal is to make The Toy Building as accessible as possible for all companies during the important fall preview season. In addition to long-term leases (3, 4, or 5 years), we’re also offering temporary space for all toy companies for this year’s fall preview season, running from August 25 to October 3.
Why does this matter? Because the U.S. remains the world’s single largest toy market, and companies from around the globe need predictable, professional spaces to make their case to buyers. Modeled on the collaborative spirit of New York’s original Toy Building — aka the International Toy Center — our LA hub adds modern amenities and year-round access to a proven concept. Whether you’re entering the U.S. market for the first time or simply need seasonal visibility, you’ll find unmatched value here.
We invite you to participate in this next chapter. Permanent leases begin August 1, and temporary showrooms open September 1. If you’re ready to showcase your new lines, meet key decision-makers, and cement your place in one of the industry’s fastest-growing hubs, visit toyassociation.org/lafallpreview for full details or to schedule a tour.
See you in El Segundo this fall!
A version of this feature was originally published in the 2025 Action & Adventure Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
