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The Toy Association’s mission is to be a unifying force in service of members’ creativity, responsibility, and global success, advocating for their needs and championing the benefits of play.

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Engage with the people and programs making a difference in the toy industry.
6/15/2026

Circana: U.S. Toy Industry Posts Double-Digit Growth Through April

The U.S. toy industry posted 13% dollar growth from January through April 2026 compared to the same period last year, according to new data from Circana. Unit sales increased 5%, while average selling prices rose 7%, making toys one of the strongest-performing discretionary categories amid broader softness in consumer spending.

6/12/2026

Submit Your Nominations for the Toy Industry Hall of Fame & Alan G. Hassenfeld Humanitarian Award

The Toy Association™ announced that nominations are now open to submit candidates for induction into the 2027 Toy Industry Hall of Fame

Powerful Benefits

Tools to Help You Compete, Grow, and Thrive in the Toy Industry

The Toy Association is committed to empowering small and mid-sized businesses with the tools and support they need to succeed. Whether you’re just starting out or scaling up, we’re here to help you compete and grow in today’s market, offering support for navigating complex regulations, building retail relationships, and much more.

Small Business Resources

Mid Market

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Emerging

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New Emerging

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What Members are Saying

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The Toy Association team is quick to respond and support our needs, from showcasing our new innovation to coordinating industry-wide communications support, to sharing trends and insights that help us navigate the ever-changing toy landscape."

—Tammy Smitham, VP, Communications & Corporate Citizenship, Spin Master

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The Toy Association is dedicated to product safety and committed to educating both consumers and industry representatives. They are the voice of the industry, representing and advocating for members every day, at the state, federal and international levels. "

—Michille Balliet, Director Product Safety & Regulatory Affairs, Crayola

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The Toy Association is a lead voice in the industry with government officials and other stakeholders. Its active engagement can be especially important in raising awareness of the impact of legislative and regulatory proposals on the industry and pursuing workable solutions."

—Steve Totzke, Executive Advisor and President, Strategic Transition, Mattel, Inc.