February 18, 2026 | During an upcoming Toy Association webinar, participants will learn key findings from new research conducted by BrandTrends on U.S. kids’ behavior, including their daily routines, media consumption habits, and more. The session, which expands upon the information shared during a Toy Fair® University presentation at Toy Fair 2026, will also highlight parent and gift-giver shopping trends. Registration is now open.

Taking place Thursday, March 19 at 2 p.m. (Eastern), “Understanding the 2026 American Kid Consumer: Routines, Media Behaviors, & Brand Influence in the U.S. Toy Market,” will give participants a clear understanding of how U.S. children’s daily routines shape the way they play, consume media, engage with brands, and influence family purchase decisions. Participants will learn how changes in time allocation, media usage, and digital behaviors are reshaping play patterns and brand discovery, and why these shifts are driving earlier brand preferences and new paths to purchase. The session will also clarify how parents navigate shopping and gift giving in this environment, and what this means for product positioning, marketing strategy, and portfolio planning in the U.S. toy market in 2026.

The webinar will be presented by Philippe Guinaudeau, CEO of BrandTrends. Anne McConnell, The Toy Association’s senior director of market research & educational initiatives, will moderate.

The session is open to Toy Association members at no cost; non-members may join for a $99 registration fee. It is specifically recommended for executives and staff responsible for business development, sales, marketing, and research.

Questions about this webinar and other educational opportunities The Toy Association™ offers may be directed to Anne McConnell, senior director of market research & educational initiatives.