Toy Association Sets 2027 Los Angeles Preview Market Dates

The Toy Association’s 2027 Los Angeles preview calendar gives toy companies two dedicated windows to meet buyers, present upcoming lines and plan ahead: the spring market runs May 17–21, and the fall market takes place September 13–24. The schedule also arrives as demand at The Toy Building continues to grow, with two new floors adding 50,000 square feet of showroom space.

The Toy Association confirmed the spring dates and set the fall dates for its 2027 LA Preview Market Weeks. Activities will be held at The Toy Association’s Toy Building in El Segundo and at dozens of other showrooms across the LA Toy District. For buyers and sellers, the format creates room for product discovery, business meetings and early planning across two points in the retail calendar.

A growing showroom hub

The Toy Building, at 101 Continental Blvd. in El Segundo, has expanded from a year-round showroom destination into a notably busy gathering place during the spring and fall markets. Its original four floors are now almost completely occupied by permanent tenants. In response to demand, The Toy Association is adding two more floors, bringing 50,000 square feet of additional showroom space.

The building offers showroom options for companies of different sizes, from established global brands to emerging toy businesses. The association describes it as a place for ongoing buyer meetings, product discovery and relationship building, with especially high activity during the preview weeks. The added space is intended to accommodate that interest and give companies more room to show products throughout the year.

Greg Ahearn, president and CEO of The Toy Association, said the organization and the newly formed International Toy Board want to build on the momentum of the 2026 fall markets. He described 2027 as a year for strengthening and developing the LA preview experience, with the aim of creating more opportunities for companies. Ahearn pointed to activity among tenants, retailers and industry partners at The Toy Building, where participants used the 2026 event to begin planning business for the following year.

What buyers and exhibitors can expect

The two 2027 market periods are designed to help companies form connections, advance business priorities and identify opportunities for future growth. The schedule also gives buyers an early look at toys and trends as companies prepare their product lines for upcoming seasons. The dates are set; details of the wider program are still to come.

Kimberly Carcone, executive vice president of global experiences at The Toy Association, characterized the September 2026 fall markets as exceeding expectations. She said showrooms were active, appointments were productive, and companies of varying sizes used the event to build partnerships and reveal new products. Her account underlines the practical role of in-person meetings: participants can discuss products directly, develop working relationships and connect those conversations to business plans.

The 2027 program will again include educational partnerships with Circana and the X Tracks Licensing Summit. The Toy Association says more sessions and special events will be shared in the coming months. For attendees, those additions should provide further opportunities to consider market trends and licensing alongside showroom appointments.

Dates across the association’s event calendar

The LA preview weeks are part of a broader schedule of Toy Association events. The consumer-facing Chicago Toy & Game Fair is listed for November 7–8, 2026. Toy Fair New York is scheduled for February 20–23, 2027, and is described by the association as the largest toy trade show in the Western Hemisphere.

Founded in 1916, The Toy Association represents businesses involved in creating and delivering toys and youth entertainment products. It says its roughly 900 members drive a $42 billion U.S. domestic toy market, while the industry has an annual U.S. economic impact of $155.7 billion. The organization also produces Toy Fair in New York City, hosts marketplace activities at The Toy Building, and supports the inventor and design community through People of Play and its events.

The association’s philanthropic arm, The Toy Foundation, works with the toy industry to bring play to children in need. The organization says the foundation has delivered play to 33 million children worldwide. Further information about the 2027 LA Spring and Fall Preview Market Weeks and showroom opportunities is available here. With dates established and showroom capacity expanding, the next concrete details to watch are the additional 2027 sessions and special events.

About The Toy Association toyassociation.org / toyfoundation.org / peopleofplay.com / thegeniusofplay.org / playsafe.org
Founded in 1916, The Toy Association, Inc. represents businesses involved in making and delivering toys and youth entertainment products. Its work includes promoting the developmental benefits of play and supporting toy safety. The association also sustains the Canadian Toy Association, serves as secretariat for the International Council of Toy Industries and International Toy Industry CEO Roundtable, and supports the ASTM F963 toy safety standard. The Toy Foundation is its philanthropic arm.

SOURCE: The Toy Association