Toy Fair 2027: A Planning Guide for Buyers and Suppliers

Toy Fair 2027 runs Saturday, Feb. 20, through Tuesday, Feb. 23, 2027, at the Jacob K. Javits Center in New York (official show site; also listed on TDmonthly's Toy Fair New York 2027 page). Hours are 10 a.m. to 6 p.m. on Saturday, 9 a.m. to 6 p.m. on Sunday and Monday, and 9 a.m. to 4 p.m. on Tuesday, according to The Toy Association's Toy Fair FAQs.

Buyers are already signing up. Nearly 1,000 retail outlets committed to attend in less than two months after registration opened, The Toy Association said on Oct. 26, 2026.

Who can get in

Toy Fair is trade only. It is not open to the public. Attendance is based on your primary business role, and you must register and be approved. Prior approval does not guarantee future entry, according to The Toy Association's Admission Policy.

There is no on-site registration. Everyone registers online, and credentials must be in English (Admission Policy).

What retailers need to send

Retailers send company credentials plus one form of employee ID (Admission Policy):

• Brick-and-mortar stores: two wholesale invoices from the last 12 months showing purchases of finished products from toy manufacturers.
• Start-up stores without invoices: an active store or commercial lease with a verifiable address and type of business, and a letter of intent to conduct business on letterhead from a lawyer or bank.
• E-commerce retailers not selling on Amazon or eBay: two wholesale invoices and a company website that directly sells multiple branded products to an end consumer.
• Third-party resellers on Amazon, eBay and similar sites, with no brick-and-mortar store: at least six wholesale invoices, last year's 1099-K (or the current-year form if last year's is not available), and the complete third-party seller website address. A general site such as amazon.com is not accepted.

Companies selling out of a residential location will not be approved as retailers (Admission Policy).

What it costs

Admission is free for qualified retailers, distributors, importers, wholesalers, sales representatives, press and government employees. A non-member Trade Guest pays $199 through Jan. 22, 2027, and $349 beginning Jan. 23. A non-exhibiting manufacturer or vendor that is not a member pays $3,900 per person. Member companies have a limited number of complimentary badges; extra non-exhibiting member badges are $500 each. Refunds of Trade Guest and non-exhibiting company fees require written cancellation by Jan. 31, 2027 (Admission Policy).

Rules to know before you walk the floor

• No one under 18, with narrow exceptions approved by The Toy Association for content creators or kid demonstrators ages 5 to 17. Infants are not permitted under any circumstances (Admission Policy).
• Photography of exhibitor booths is prohibited except with permission from the exhibitor.
• Non-exhibiting companies may not solicit on the floor. Sharing badges or "suitcasing" can get you removed and barred from future events.

For inventors

Creative Factor applications are due Friday, Nov. 13, 2026, at 5 p.m. Eastern. Notifications go out Wednesday, Dec. 16, 2026, and Inventor Day is Tuesday, Feb. 23, 2027, according to The Toy Association's Creative Factor page.

Mark your calendar through 2032

The show stays at the Javits Center each February: Feb. 26 to 29, 2028; Feb. 24 to 27, 2029; Feb. 23 to 26, 2030; Feb. 22 to 25, 2031; and Feb. 21 to 24, 2032 (Toy Fair FAQs).

A 14-week plan

• Now: Register. Gather your invoices and ID so approval is not a last-minute scramble.
• December: Build your vendor list by category. You can browse toy suppliers by product category on ToyDirectory.com before you book a single meeting.
• January: Request appointments. Ask each supplier for wholesale pricing, minimums and lead times ahead of time.
• Before Jan. 22: If you are a Trade Guest, register while the $199 rate applies.
• Show week: Walk your must-see list first. Leave the last afternoon for discoveries.

Toy manufacturers and other suppliers: buyers are researching now. Get listed on ToyDirectory.com so you are on their list before they get to New York.