From emerging toy inventors and entrepreneurs to major manufacturers and retailers, Los Angeles is preparing for two important industry gatherings in 2027. Here’s what newcomers and seasoned toy professionals should know.
There is something magical about walking into a toy store and discovering a product that sparks imagination. But long before that toy reaches a store shelf, an entire industry is working behind the scenes, bringing together inventors, designers, manufacturers, retailers, and business leaders to turn creative ideas into products families can enjoy.
For anyone who has ever dreamed of creating the next must-have toy, launching a toy company, or simply understanding how the business of play operates, the upcoming Los Angeles toy preview markets offer an interesting look into that world.
The Toy Association has officially announced the dates for its 2027 LA Spring Preview Market Week and LA Fall Preview Market Weeks, reinforcing Southern California’s growing importance as a destination for the global toy industry.
Mark Your Calendars: 2027 LA Toy Preview Markets
MAY
17–21
2027
LA Spring Preview Market Week
Monday, May 17 through Friday, May 21, 2027
Five days of industry meetings, product discovery, and business development.
SEP
13–24
2027
LA Fall Preview Market Weeks
Monday, September 13 through Friday, September 24, 2027
Two weeks focused on new product lines, buyer relationships, and future retail opportunities.
Primary industry hub: The Toy Association’s Toy Building, 101 Continental Boulevard, El Segundo, California, with additional participating showrooms throughout the LA Toy District.
What Exactly Is a Toy Preview Market?
If you have never heard of a toy preview market, you’re certainly not alone.
Unlike a traditional toy store or a public toy festival where families can explore and purchase products, a toy preview market is primarily a business-to-business gathering.
These events allow toy companies to introduce upcoming products, meet retail buyers, explore licensing partnerships, and discuss business opportunities before toys reach consumers.
Think about the toys that become holiday sensations, the educational games that find their way into classrooms, or the collectibles that suddenly capture everyone’s attention. Many begin their commercial journeys through conversations between creative entrepreneurs and industry decision-makers.
For retailers, preview markets provide an opportunity to evaluate upcoming merchandise and plan future assortments. For manufacturers and inventors, they offer a chance to build relationships that may lead to distribution, licensing, or new collaborations.
While established companies are familiar with this process, newcomers should understand that preview markets are not necessarily open to the general public. Participation, showroom access, and appointments should be confirmed with organizers or individual companies.
Why Los Angeles Matters to the Toy Industry
Los Angeles has long been associated with entertainment, creativity, and storytelling, all of which play an important role in the toy business.
From character licensing and collectibles to interactive play experiences and educational products, the relationship between toys and entertainment continues to create commercial opportunities.
At the center of the Association’s Los Angeles activities is its Toy Building in El Segundo.
The facility provides permanent showrooms where toy businesses can meet buyers, present products, and develop relationships throughout the year, rather than limiting those activities to a few annual events.
According to The Toy Association, its original four floors were nearly fully occupied following the September 2026 market. The organization is now working to add two more floors, representing approximately 50,000 square feet of additional space.
That expansion reflects growing demand for a dedicated industry environment where businesses of different sizes can maintain a presence.
A Strong 2026 Sets the Stage for 2027
The Association is building on what it describes as a successful September 2026 LA Fall Preview Market.
Greg Ahearn, president and CEO of The Toy Association, credited the momentum among manufacturers, retailers, and industry partners for helping shape plans for 2027.
He also emphasized the importance of Los Angeles as a gathering place for companies looking to establish meaningful business relationships.
Kimberly Carcone, executive vice president of global experiences at The Toy Association, described the 2026 market as exceeding expectations, with active showrooms, productive appointments, and new partnerships.
The Association expects its 2027 programming to include educational collaborations with market research company Circana and the X Tracks Licensing Summit, with additional sessions and special events to be announced.
Opportunities for Entrepreneurs, Inventors, and Small Businesses
One aspect of this announcement that particularly interests me is what these industry gatherings can mean for entrepreneurs who may not have considered the toy business as a possible career or business opportunity.
The industry extends far beyond traditional dolls, action figures, and board games.
There are opportunities in educational play, STEM products, arts and crafts, collectibles, licensed merchandise, games, and innovative products designed for different ages and interests.
For emerging businesses, understanding how toy preview markets operate can be an important first step toward entering this competitive industry.
Aspiring entrepreneurs may want to research manufacturers, study retail buying cycles, learn about intellectual property protection, and understand product safety requirements before pursuing meetings with industry professionals.
And for creators interested in culturally representative toys and storytelling, these conversations can also open the door to exploring products that reflect the diversity of the families purchasing them.
Of course, attending a market does not guarantee a retail deal or business partnership. Preparation, a well-developed product concept, pricing, manufacturing capabilities, and an understanding of the intended customer are essential.
More Than Toys: A Multibillion-Dollar Industry
Founded in 1916, The Toy Association represents businesses involved in creating and delivering toys and youth entertainment products.
The organization reports that the U.S. toy industry generates approximately $155.7 billion in annual economic impact, while its roughly 900 members help drive a $42 billion domestic toy market.
Beyond organizing industry events, the Association advocates for toy safety, promotes the developmental benefits of play, supports inventors and designers, and works with industry stakeholders on public policy.
Its activities also include Toy Fair New York, the Chicago Toy & Game Fair, and programs connected to People of Play.
How to Prepare for the 2027 Preview Markets
For professionals already working in the toy industry, the announcement provides an opportunity to begin scheduling buyer meetings, reviewing product development timelines, and preparing upcoming collections.
For those exploring the industry for the first time, now is a good opportunity to learn how the market operates.
Before making travel arrangements, interested individuals should confirm attendance requirements, determine whether they qualify for industry access, and inquire about available educational programming.
Entrepreneurs seeking to present products should also investigate whether showroom appointments, exhibitor arrangements, or other business participation opportunities are appropriate for their goals.
Additional event details are expected in the coming months.
The Future of Play Is Also About Opportunity
What makes the toy industry so fascinating is the intersection of creativity, business, technology, education, and culture.
A toy can entertain a child, introduce a new skill, celebrate cultural identity, or inspire a future inventor. Behind that experience is an industry filled with people transforming ideas into tangible products.
The 2027 LA Spring and Fall Preview Markets represent another opportunity for those professionals to connect and shape what comes next.
Whether you’re an established toy executive, an independent inventor, a retailer, or an entrepreneur curious about entering the market, understanding these events is a valuable starting point.
After all, play may be serious business, but imagination remains at the heart of it.
For information about the 2027 LA Preview Market Weeks, visit The Toy Association’s official website.
Michelle M. Mitchell is the Publisher of OMG Culture Magazine, a global multicultural online news publication. With a passion for storytelling and a keen editorial vision, she leads the magazine’s coverage of culture, society, and luxury lifestyle. As a contributor, Michelle brings her expertise in high-profile events, entertainment, and community features, offering readers a distinctive and engaging perspective.
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