Toy Fair® attendees will be able to take a piece of the show home and give back to children in need with the debut of the Toy Fair Store, located on the show floor’s third level at Booth 3156, near the Toy PLAYce Lounge. The limited-edition retail pop-up shop will be open throughout all four days of the show (February 14 to 17) while supplies last.

“Showgoers can shop official Toy Fair merchandise onsite, with 100 percent of the proceeds benefiting The Toy Foundation™, which delivers toys and play to children in need around the world,” said Kimberly Carcone, executive vice president of global experiences at The Toy Association™. “This shop adds a new experiential layer to the show, giving attendees a fun, tangible way to commemorate the 120th Toy Fair while directly supporting children in need.”

The Toy Fair Store will operate as a cashless retail experience and feature a curated assortment of Toy Fair-branded items, including apparel such as beanies, caps, and T-shirts, alongside everyday essentials like tumblers, notepads, stickers, and more.

Plus, attendees can shop special Toy Foundation editions of five popular Crazy Aaron’s Thinking Putty tins and the first annual Toy Fair collectible postcard, with three original 2026 designs. Each item will be produced in limited quantities, so once products sell out, they’re gone for good — making every purchase a true Toy Fair collectible.

“Every item in the Toy Fair Store represents more than a souvenir; it’s a simple but powerful way to support children in need with the joy of play,” said Pamela Mastrota, executive director of The Toy Foundation. “Let’s come together to sell out the Toy Fair Store, support our mission, and create the greatest impact possible.”

Toy Fair® will take place February 14 to 17, 2026 at the Javits Center in New York City. Attendee registration is now open. Limited space is available to secure a spot to exhibit. Visit ToyFairNY.com to learn more.