The Toy Association

What The Toy Association does

The Toy Association, Inc. is a 501(c)(6) business trade association founded on June 9, 1916 (originally as the Toy Manufacturers of America, Inc.) and headquartered at 1375 Broadway in Manhattan, New York City. It represents more than 900 member companies — manufacturers, retailers, inventors, licensors, sales representatives, and service providers — across a U.S. toy market it sizes at $45.6 billion with a $155.7 billion annual economic impact. The Association's core functions are industry advocacy at state, federal, and international levels; toy safety standards leadership (it chairs the ASTM subcommittee that reviews the ASTM F963 Toy Safety Standard); and the production of trade and consumer experiences, most notably Toy Fair, described as the largest toy show in the Western Hemisphere, held at the Javits Center in New York City.

The organization is not a technology developer; it operates a portfolio of programs and services rather than a proprietary product. These include Toy Fair (North American International Toy Fair), Toy Fair University education, the Toy of the Year (TOTY) Awards, the People of Play division (which runs POP Week, the TAGIE Awards, and the Chicago Toy & Game Fair), the charitable arm The Toy Foundation (a 501(c)(3)), the consumer-facing Genius of Play and PlaySafe.org initiatives, STEAM Accreditation, Small Business Resources, and the newly launched Toy Desk member concierge hub. It also serves as secretariat for the International Council of Toy Industries and the International Toy Industry CEO Roundtable, and sustains the Canadian Toy Association.

The Association is member-funded, governed by its member companies, with an annual budget of approximately $20 million. Revenue mechanics rest on recurring annual membership dues from 900+ companies plus event-driven, largely one-time revenue: Toy Fair exhibition and booth fees (e.g., $40 per square foot of raw space, $2,100/$2,800 tabletop pricing for members/non-members, $4,000 first-time exhibitor packages), attendee registration fees, sponsorships, and educational programming. Go-to-market is event-driven, reaching members through Toy Fair, Toy Fair University, advocacy events such as the DC Fly-In and Day of Play on Capitol Hill, and digital/PR channels. Customer segments span toy manufacturers, retailers, inventors/designers, licensors, sales reps, and both small/emerging and large toy companies including Hasbro, Mattel, Spin Master, and LEGO.

Name

The Toy Association

Legal name

The Toy Association, Inc.

Website

https://toyassociation.org

Company type

Private

Founded year

1916

Operating status

Operating

Headcount range

11–50 employees

Short description

The Toy Association is a 501(c)(6) trade association founded in 1916 representing 900+ toy industry companies, providing global advocacy, ASTM F963 safety standards leadership, and trade events including Toy Fair, the largest toy show in the Western Hemisphere.

Ownership category

akta.pro rank

Product category

Industry Trade Association

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Traditional Toy Stores (CRALAFAA)

akta.pro secondary industry

Traditional Toys Distribution (CRAOAMAA)

Keywords

• Toy industry trade association
• Trade show exhibition services
• Industry advocacy representation
• Product safety standards
• Membership organization services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Membership Dues: The Toy Association generates revenue through annual membership dues from over 900 toy industry companies including manufacturers, retailers, inventors, licensors, and service providers. Membership provides access to advocacy, events, research, and member services.
2. Trade Show and Event Revenue: Revenue generated from Toy Fair exhibition fees, booth space sales, registration fees, and sponsorship opportunities. The annual Toy Fair at Javits Center is the largest toy show in the Western Hemisphere.
3. Toy Fair Exhibitor and Registration Fees: Trade show fees including booth pricing ($40 per square foot raw space), tabletop exhibitor pricing ($2,100 member/$2,800 non-member), and first-time exhibitor packages ($4,000 includes 10x10 space and 1-year membership). Registration fees for attendees.
4. Educational Programs: Revenue from Toy Fair University sessions, webinars, and educational programming for toy industry professionals.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

The Toy Association is a 501(c)(6) nonprofit business trade association representing more than 900 toy industry companies. It delivers value through flagship trade events (Toy Fair®, People of Play's POP Week and Chicago Toy & Game Fair), Toy of the Year (TOTY) and TAGIE Awards, government advocacy and standards leadership (chairing the ASTM F963 Toy Safety Standard subcommittee), member services such as the Toy Desk concierge and Small Business Resources, and consumer-facing initiatives like The Genius of Play™ and PlaySafe.org.

Product overview

The Toy Association is a business trade association representing 900+ companies in the U.S. toy industry ($45.6 billion market, $155.7 billion economic impact). Rather than a single product, it offers a portfolio of programs and services: Toy Fair® (North American International Toy Fair®) is the flagship trade show at the Javits Center in New York City, while People of Play™ supports inventors and designers through POP Week, TAGIE Awards, and the Chicago Toy & Game Fair. The Toy Foundation™ is its charitable arm, and The Genius of Play™ promotes play benefits. Additional services include Toy Desk (member concierge), STEAM Accreditation, Small Business Resources, Standards & Safety Programs, Advocacy & Government Affairs, and Ethical Supply Chain Program support. Toy Fair University provides educational sessions, and the Toy of the Year Awards celebrates industry excellence.

Differentiator

Problem solved

Functional benefit

Brands

• Toy Fair®: The North American International Toy Fair® - the largest toy show in the Western Hemisphere held annually in New York City
• Toy of the Year (TOTY) Awards
• The Toy Foundation™
• People of Play™
• The Genius of Play™
• PlaySafe.org
• TAGIE Awards
• POP Week
• Toy Fair University

Products and services

• Toy Fair® (North American International Toy Fair®) The largest toy trade show in the Western Hemisphere, held at the Javits Center in New York City. Features hundreds of thousands of toys and youth entertainment products from over 720 exhibiting companies. Serves as the primary B2B platform for industry networking, product launches, and strategic insights, attracting buyers from all 50 U.S. states and nearly 100 countries. Next event scheduled February 20-23, 2027.
• Toy of the Year (TOTY) Awards Annual awards ceremony recognizing top toys and games across 16 categories of play. All proceeds benefit The Toy Foundation's mission to bring play to children in need.
• Toy Fair University The official education program of Toy Fair, offering sessions covering industry trends, retail strategy, marketing, licensing, compliance, and inventor education.
• People of Play™ A division of The Toy Association supporting inventors and designers through pitch opportunities, intellectual property resources, and events including the Chicago Toy & Game Fair and POP Week.
• POP Week Four-day toy and game industry event featuring the Global Inventor & Innovation Conference, TAGIE Awards, Chicago Toy & Game Fair, and Young Inventor Challenge.
• TAGIE Awards (Toy & Game Innovation Excellence Awards) Toy & Game Innovation Excellence Awards honoring inventors, designers, suppliers, retailers, marketers, and PR teams across 13 categories celebrating product invention, design, marketing, retail, and PR excellence.
• Chicago Toy & Game Fair Consumer-facing event hosted by People of Play, bringing together inventors, manufacturers, retailers, media, and families for industry engagement and celebration.
• The Genius of Play™ Consumer-facing initiative dedicated to promoting the proven benefits of play and providing information, tips, and resources to inspire play for kids of all ages through its website and social media channels.
• PlaySafe.org Consumer website offering parents and caregivers tips for safe and fun play through every stage of a child's life, including Toy Safety Awareness Month each November.
• The Toy Foundation™

Named customers3 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Canadian Toy AssociationcoreStrategic or Co-development PartnerThe Toy Association sustains the Canadian Toy Association as part of its global leadership role, providing support and coordination for the Canadian toy industry within the broader international toy community.
• International Council of Toy Industries (ICTI)coreStrategic or Co-development PartnerThe Toy Association acts as secretariat for the International Council of Toy Industries, coordinating global toy industry standards, advocacy, and collaboration across international markets.
• International Toy Industry CEO RoundtablecoreStrategic or Co-development PartnerThe Toy Association serves as secretariat for the International Toy Industry CEO Roundtable, bringing together global toy industry leaders for strategic coordination and advocacy.
• Ethical Supply Chain ProgramcoreStrategic or Co-development PartnerThe Toy Association partners with the Ethical Supply Chain Program to educate designers, inventors, and manufacturers on compliance with ethical manufacturing standards. Members have access to tools for supplier certification, social impact assessments, and sourcing tools.
• Buy Safe America CoalitionminorStrategic or Co-development PartnerThe Toy Association is a member of the Buy Safe America Coalition, representing responsible retailers, consumer groups, manufacturers, and IP advocates working to protect consumers from counterfeit goods.
• Circular Action Alliance (CAA)minorStrategic or Co-development PartnerCAA serves as the producer responsibility organization (PRO) in several states. The Toy Association directs members to CAA for EPR compliance technical questions and support.
• Children's Advertising Review Unit (CARU)minorStrategic or Co-development PartnerThe Toy Association promotes industry compliance with guidelines for child-directed advertising through CARU, the children's arm of the advertising industry's self-regulation program.
• National Association for Media Literacy Education (NAMLE)minorStrategic or Co-development PartnerAs a member of NAMLE, The Toy Association supports advancing media literacy education and assists members in compliance with guidelines for marketing to children.
• The Strong National Museum of PlaycoreStrategic or Co-development PartnerThe Toy Association supports the Strong National Museum of Play as part of its philanthropy initiatives, recognizing the museum's role in celebrating play and toy history.
• Fashion Institute of Technology (FIT) Toy Design ProgramminorStrategic or Co-development PartnerThe Toy Association supports the FIT Toy Design Program as part of its philanthropic commitment to education and workforce development in the toy industry.
• Otis College of Art and Design Toy Design ProgramminorStrategic or Co-development PartnerThe Toy Association supports the Otis College of Art and Design Toy Design Program through its philanthropic initiatives to nurture future talent in the toy industry.
• Consumer Product Safety Commission (CPSC)coreOthersThe Toy Association works closely with the CPSC on ongoing toy safety programs, regulatory compliance, and consumer education, including Toy Safety Awareness Month each November.
• ASTM InternationalcoreStrategic or Co-development PartnerThe Toy Association chairs the subcommittee that reviews and revises the U.S. ASTM F963 toy safety standard, the gold standard in toy safety emulated worldwide.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• National Retail Federation (NRF): Largest U.S. retail trade association, operating the annual NRF Big Show conference. Comparable as a U.S. industry trade association serving retailers with advocacy, education, and a flagship event, and a natural partner for toy retailers.
• Consumer Technology Association (CTA): Operates CES, the world's largest consumer electronics trade show, and serves as a U.S. industry trade association. Comparable as a membership-funded trade body monetizing a flagship event plus advocacy, standards, and research services.

Direct peers

• Hong Kong Toys & Games Fair (HKTDC): Operated by the Hong Kong Trade Development Council, this is one of the largest Asian toy trade fairs, comparable to Toy Fair as a global B2B sourcing and exhibition venue for the toy industry.
• Spielwarenmesse eG: Organizer of the Nuremberg International Toy Fair, the world's leading toy trade fair. Direct comparable as a toy-industry trade fair organizer and industry convener in Europe.
• Australian Toy Association: Australian toy industry trade association serving a smaller but comparable role: member representation, advocacy, and industry events for the Australian toy market.
• Japan Toy Association: Japanese toy industry trade body that operates the International Tokyo Toy Show and represents Japanese toy manufacturers. Comparable as a national-level toy trade association serving a major toy market.
• British Toy & Hobby Association (BTHA): UK toy industry trade association representing British manufacturers and serving a similar advocacy, standards, and member-service role for the UK toy market. Comparable in mission and structure to The Toy Association.

Regional players

• American Apparel & Footwear Association (AAFA): U.S. trade association for the apparel and footwear industry, focused on standards, advocacy, and supply chain compliance. Comparable in mission (industry standards, government affairs, member services) though serving a different consumer goods vertical.

Emerging players

• Game Manufacturers Association (GAMA): Trade association serving the tabletop and hobby game industry, with a focus on game publisher support, retail advocacy, and industry events. Adjacent peer serving a related (game) product category that overlaps with the toy industry.
• International Council of Toy Industries (ICTI): Global toy industry body for which The Toy Association serves as secretariat. Comparable as a coordinating industry body for toy safety, ethical manufacturing, and global advocacy, though ICTI is a coalition of national associations rather than a single-membership trade group.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ToyIndustryAssn
• YouTubeyoutube.com/c/TheToyAssociation
• Facebookfacebook.com/93917064185
• LinkedInlinkedin.com/company/thetoyassociation

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Toy Association