The decision to focus our presence consistently on New York this year is the result of this development – with the aim of continuing to provide our users with a complete overview of new products, market movements and the strategic positioning of leading manufacturers. Discover exciting new products from the toy fair on Messe TV.
Toy Fair 2026 in New York in an international context
Toy Fair 2026 in New York is considered one of the central platforms of the global toy industry. Manufacturers, retailers, licensors and media representatives from numerous countries use the event to present new product lines and for strategic market positioning. Unlike purely national formats, New York directly reflects the international interconnection of brands, distributors and retail chains.
While Nuremberg is celebrating its 75th anniversary, the USA can look back on 120 years of toy fairs. This historical dimension underlines the growing importance of the location. For European companies, this opens up not only access to the North American market, but also to global licensing and distribution partnerships.
Toy Fair 2026 also clearly shows how strongly markets influence each other. Trends no longer emerge in isolation, but develop through the interaction of international distribution structures and media reach.
Toy industry: return to analogue
The toy industry is in a phase of consolidation. After a strong focus on digital additions and hybrid play concepts, classic analogue play is once again taking centre stage. Vehicles, figures, board games and haptic construction systems are regaining importance.
This development is less nostalgic than strategically motivated. Retail partners report stable demand for durable products with clear game mechanics. Parents are placing greater emphasis on quality, materiality and long-term usability. Digital components remain part of many concepts, but are more often used as a supplement.
At the same time, the pressure for international visibility is increasing. Brands must define their positioning more clearly in order to compete globally. Presence on internationally recognised platforms is thus becoming a relevant factor in brand management.
Discussions with manufacturers in New York
As part of our reporting, Messe.TV spoke to numerous companies on site. Instead of simply listing names, we document the manufacturers represented in a structured form:
- Bruder
- Carrera
- PlayMonster
- Ravensburger
- Schleich
- Spin Master
- Wild Republic
- Other international toy manufacturers
All articles can be found here: Toy Fair
The discussions focused on product strategies, market positioning and international expansion. Bruder explained the further development of its vehicle portfolio and the importance of global distribution networks. Carrera presented new racetrack systems and licensing themes. Ravensburger spoke about the role of classic games in an international context. Schleich addressed brand management in the figurine sector. Spin Master and PlayMonster provided insights into international growth strategies, while Wild Republic focused on sustainable product lines.
This breadth demonstrates the strategic diversity within the industry. Innovation is currently emerging less from short-term hype and more from consistent product range management, international scaling and clear brand profiles.
Accreditation and editorial independence
Despite fully meeting all accreditation requirements and years of editorial reporting on the Spielwarenmesse, Messe.TV was denied access by Spielwarenmesse eG in 2026. We consider such exclusion of an editorial medium to be legally problematic, at the very least, but have deliberately refrained from taking legal action. If an organiser does not want us on site, we accept that decision.
It is striking that press work is increasingly being structured around guided tours. In our view, this approach conflicts with the traditional freedom of research. Editorial work thrives on independent topic selection, critical analysis and independent discussion.
In order to still offer our users a comprehensive overview of the latest developments in the toy industry, the Toy Fair in New York City presented a viable alternative. The international openness and long history of the location enable independent and differentiated reporting.
For many German toy manufacturers who exhibit exclusively in Nuremberg, this development is not without consequences. In a market where online visibility is a key factor in determining perception, the exclusion of a high-reach specialist portal can have noticeable effects.
Global visibility as a competitive factor
The strategic question of which platforms manufacturers are present on is becoming increasingly important. Leading national events retain their role, but international trade fairs offer a different reach – both in the retail sector and in the digital space.
New York is a prime example of how closely media coverage, social media dynamics and global distribution structures are intertwined. Exhibiting here automatically positions you in the international discourse.
For Messe.TV, this means consistently internationalising its editorial work. The toy industry operates across borders – our reporting reflects this reality.
Thanks to our sponsor
We would like to express our special thanks to Onlinemarketing B2B for supporting this international reporting. The company assists B2B brands with strategic positioning in the digital environment and, through its commitment, helps independent trade media to continue their work internationally. Further information can be found at Onlinemarketing B2B.
Media Contact
Company Name: Messe.TV - Deutsche Messefilm & Medien GmbH
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Country: Germany
Website: https://www.messe.tv/
