by MADDIE MICHALIK, Manager, Communications, The Toy Association
Running a small toy business often means wearing multiple hats — from product development and sourcing to sales and marketing — all within a lean team. What often falls outside of that bandwidth are the behind-the-scenes functions that are just as critical to a company’s long-term success. The Toy Association helps fill those gaps, offering structured support that allows all companies to operate more efficiently and make informed decisions.
“Emerging and specialty businesses are essential to the innovation and growth of the toy industry,” says Ken Ebeling, Executive Vice President of Strategic Development and Member Services at The Toy Association. “We provide the tools and support these companies need — whether we are advocating to protect their interests, connecting them with the right partners at our trade events, or offering complimentary, educational resources to help them grow with confidence and navigate complex regulatory requirements.”
Advocacy
In our industry, regulatory and policy shifts aren’t just background noise; they can directly impact costs, timelines, and the ability to bring products to market.
The Toy Association plays a central role in both representing the industry and helping members stay compliant. Last year, the Association tracked and engaged on nearly 350 bills nationwide, covering issues around extended producer responsibility (EPR), chemical safety, microplastics, and data privacy. Fewer than 10% of these high-priority bills were enacted — a strong indication of effective advocacy that helps prevent unnecessary requirements, particularly those that would burden small businesses without improving safety.
Safety is the No. 1 priority of The Toy Association and its members. The Association provides guidance on evolving requirements, works with regulators to support science-based policies, and raises awareness about risks such as counterfeit and non-compliant toys. These efforts help maintain a high level of safety while giving both companies and consumers confidence in the products on the market.
Tariffs remain a central focus. Through its global #KeepToysTariffFree campaign, The Toy Association continues to advocate against added costs on toys and games while providing members with timely, practical guidance as policies evolve. Beyond tariffs, members receive analysis and guidance on developments ranging from Consumer Product Safety Commission eFiling and product safety rules to Environmental Protection Agency chemical reporting and more. For smaller companies, this dual approach — advocacy paired with clear communication — helps reduce uncertainty and protect already tight margins.
Experiences
The toy business runs on relationships, and The Toy Association built the platforms where those relationships take shape. Across its portfolio of events, the focus is simple: bring the right people together in the right environment to drive business outcomes.
Toy Fair is the anchor of the industry calendar, with the next edition taking place February 20-23, 2027, at the Javits Center in New York City. As the largest toy show in the Western Hemisphere, the trade event remains the most efficient way to connect with the global toy ecosystem, bringing together retailers, licensors, distributors, and media in one place. For smaller brands, it compresses months of outreach into a few days of opportunity.
Then there’s the consumer lens. A division of The Toy Association, People of Play’s annual Chicago Toy & Game Fair (CHITAG), is taking place November 7-8 at the Donald E. Stephens Convention Center in Rosemont, IL. It’s a different kind of exposure — one that puts products directly into families’ hands ahead of the holiday season.
Education
Good decisions depend on having the right information at the right time, and The Toy Association is focused on delivering exactly that. Its educational offerings are designed to be practical, current, and applicable to how companies operate day to day.
Members get free access to webinars featuring subject-matter experts across licensing, compliance, marketing, emerging trends, and more. The sessions are paired with exclusive research and market data that support product planning, positioning, and strategy.
Members are encouraged to connect with The Toy Association team at any time for guidance and support by emailing memberservices@toyassociation.org or visiting toyassociation.org.
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
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