Toy Fair 2025 returned to the Javits Center in New York City this year, concluding its four-day run on March 4. The timing and location were almost back to normal after a period of flux consisting of a three-year hiatus during the pandemic, a move to a fall timeframe in 2023, an unpopular and quickly reversed plan to move the event to New Orleans, and a 2024 without a show, to accommodate the move back to a winter slot.
There were notably fewer exhibitors this year. The Toy Association, which produces the event, said there were close to 850 companies showing kids’ products at the show. That compares with just over 1,000 in 2023, 2019, and 2018. The 2020 Toy Fair, affected by the coming pandemic, had 890 exhibitors, as the significant contingent of Chinese toymakers were already under lockdown at home.
There was also a decrease in the number of publishers exhibiting this year, but those who attended told PW that they were pleased with the show. They reported making inroads with significant new accounts, connecting with potential new licensors, meeting with existing partners, and writing orders.
Bendon, known for its coloring and activity books and arts and crafts kits, has been doing more book-plus products of late. It is also expanding its paint-and-color books, a good format that is popular again after a short hiatus, according to Chad Marth, senior manager, sales. It also added a line of standalone stickers. The company’s products are driven by licensed properties, with Minecraft being a new addition this year. Marth called out Pokémon, Bluey, Lilo & Stitch, and Peeps as among the properties doing very well, echoing other exhibitors. In general, licensed products—always with a big presence at Toy Fair—seemed to be even more prominent than usual this year.
Peter Pauper Press was highlighting an expansion of its Color-by-Sticker line. “Anything stickers across the entire line is doing great, for kids and adults,” said Wendy Millard, merchandise manager, confirming what toy companies across the show floor were saying as well. “They’re easy to travel with, they don’t make a mess, and kids love them.” The children’s business has been the fastest growth area for the company over the past five years, Millard said.
Fox Chapel was highlighting its latest BigFoot title, The Day I Met BigFoot, and Made a New Friend. This is the first picture book in the series, which began with the flagship seek-and-find before expanding to about 10 coloring and activity titles. “Kids’ books are expanding tremendously for us,” said Michele Sensenig, VP of sales, citing its interactive board book line as another success story. The company also highlighted its Curious Fox nonfiction imprint, which launched in early 2024.
Retro and “kidult” products remain a key trend in the toy industry, and Choose Your Own Adventure publisher Chooseco was an example on the publishing side. Christina Miller, sales director, said fans were excited about the re-release of a retro box set of four older titles, with original covers and interiors and a paper stock similar to the late 1970s versions. Notably, the set will include Choose Your Own Adventure #1, Edward Packard’s The Cave of Time, which came out in 1979 and is being reprinted for the first time in more than 25 years. The Choose Your Own Adventure books had a big impact on kids, Miller said. “You are the hero of the story; you have agency over your life, maybe for the first time,” she said. “We keep hearing, ‘You’re the reason I’m in game development now,’ or ‘Everything I do now I attribute to the books I read as a kid.’ ”

The same is true for Highlights for Children, another brand with retro appeal. “Everyone has their Highlights story,” said Rachel Barry, director of marketing and publicity. “They’re crediting Highlights for changing their lives.” Highlights is adding more book-plus product to its line and was touting titles such as Rainbow Neon Hidden Pictures, with neon markers, as well as its new licensing deal with Plus Plus, a Danish maker of construction kits, with the first title being Christmas Fun: Build, Puzzle, and Play with 100 Pieces. Highlights met Plus Plus at the last Toy Fair. “It underscores the value of being at this show,” Barry said. Highlights was also showing The Ultimate Science Cookbook for Kids, with more than 75 “edible experiments.” This is another new direction for the publishing program; it is being supported by a publicity tour and bookstore events and has received 1,000 preorders.
Insight Editions was getting a lot of attention for its Wicked line, including a pop-up and a collectors’ journal, both unique formats that replicate props seen in the movie. The company was showing a lot of its stationery products, as well as a variety of book titles, especially licensed examples, from Peanuts to Minecraft to its number-one external IP, Harry Potter. “Toy stores and distributors are asking us, how can I get more of this in my toy store?,” said Jeff Barton, sales manager. “They’re looking for things to support the toys, and they’re really interested in books.”
Educational Development Corporation was seeing a lot of interest in its middle grade readers by Sara Ann Juckes, which focus on kids dealing with tough social-emotional issues. Stephanie Henderson, business development manager, and Tiffaney Rusk, trade sales coordinator, like other exhibitors, noted that buyers at the show were looking for anything to help kids deal with their emotions and anxiety. EDC was also getting a good reaction to its Shine a Light Books, which have sold 1.5 million copies across 29 titles, and was highlighting its SmartLab Toys line, acquired in 2022. One notable series from the latter consists of 11 tiny science kits, including Tiny Baking, which has been trending on social media for two years, and the newest title, Tiny Volcanoes.
Scholastic’s Klutz imprint had a meeting room off the show floor. Klutz, known for its activity kits, is adding more activity books into its line under the Klutz Press brand, according to Debra Dorfman, VP and publisher, global licensing, media and brands. It is integrating its own brands and some of its long-held licensing partnerships into the Klutz program. One example is Scholastic’s bestselling Wings of Fire series, which encompasses novels, graphic novels, advanced coloring books, and now a stained-glass activity book from Klutz Press. Gabby’s Dollhouse, Goosebumps, and Harry Potter are also being carried into the Klutz brand.
Among the entrepreneurial publishers at Toy Fair was Hopscotch Girls. It has sold 1.3 million copies of its first girl-empowering title, I Am Confident, Brave, and Beautiful, mostly through Amazon, according to Melissa Foley, founder. It has since expanded to a dozen other coloring and activity titles, as well as producing a hardcover companion to the flagship title where kids are prompted to create their own book. Hopscotch Girls expanded into middle grade readers last year through a deal with Andrews McMeel. Hopscotch Girls: Mia Madison, CEO was the first title, about a girl who becomes a consultant to kidtrepreneurs after launching a number of successful kid businesses herself. The Pop-Up Shop Predicament followed, and a third title is in the works.
The next two Toy Fairs are set for February 14–17, 2026, and February 20–23, 2027, at the Javits Center, returning to the fair’s traditional mid-February schedule.
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