What It Costs a Toy Company to Get in Front of Toy Buyers in 2026

Toy companies often ask us where they should spend to reach buyers. There is no single answer. So here are published prices, with links, so you can compare for yourself.

Walking Toy Fair

Toy Fair 2027 is Feb. 20 to 23 in New York. A manufacturer or vendor that is not exhibiting and is not a Toy Association member pays $3,900 per person to attend, according to The Toy Association's Admission Policy. Travel and hotel are extra. Dates are also listed on TDmonthly's Toy Fair New York 2027 page.

Joining The Toy Association

Membership dues for manufacturers start at $2,200 a year for companies with under $1 million in annual North American sales of toys and consumer play products, according to The Toy Association's manufacturer application. Dues rise with sales.

Selling on Faire

For brands based in North America, Faire charges a 15% commission on marketplace orders, plus $10 on a new retailer's first order, and a payment processing fee of 1.9% to 3.5% plus $0.30, depending on payout speed. Orders through Faire Direct carry 0% commission (Faire). Rates differ for brands outside North America. For example, $10,000 in new-retailer marketplace orders would mean about $1,500 in commission before the $10 fee and processing charges.

Alibaba.com

Supplier plans vary by region. Alibaba.com's official pricing page does not publish a single worldwide annual rate and tells suppliers to check with a local account manager for exact prices (Alibaba.com seller pricing).

Global Sources

A free listing is available. Paid rates are quoted through the sales team (Global Sources).

ToyDirectory.com

A Starter listing with photos is $295 a year, or $29 a month. No commission. No setup fee. Cancel anytime in PayPal (Get Listed).

These are not the same thing

A trade show gets you face time. A marketplace handles orders and payment. A membership gets you a network and advocacy. A directory gets you found and contacted.

Many companies use more than one. We are not saying skip Toy Fair. We are saying no one should have to spend thousands just to be findable.

Who uses ToyDirectory.com

Wholesalers, importers, distributors and retailers use ToyDirectory.com to find toy suppliers by product category. We have been doing this since 1996.

Put your toy line where wholesale buyers search. Pay $295 for the year with PayPal. Questions? Call 424-272-6854 or email [email protected].