The Toy Association Announces 2027 Los Angeles Preview Market Week Dates, Expanding Footprint in El Segundo

The Toy Association has officially unveiled its strategic roadmap for the 2027 calendar year, confirming the highly anticipated dates for the LA Spring and Fall Preview Market Weeks. These events serve as the cornerstone for business development within the global toy and play community, acting as a critical nexus for retailers, manufacturers, and industry stakeholders. As the industry looks toward a period of renewed growth and innovation, these market weeks are poised to cement Los Angeles’s status as an indispensable hub for the toy sector, centered primarily around The Toy Association’s state-of-the-art Toy Building in El Segundo.

The LA Spring Preview Market Week is scheduled to take place from May 17th through May 21st, 2027. Following this, the industry will reconvene for the larger-scale LA Fall Preview Market Weeks, which are slated for September 13th through September 24th, 2027. These gatherings are designed to function as much more than simple trade shows; they are collaborative environments where buyers and sellers forge long-term professional relationships, align on strategic business priorities, and identify the burgeoning trends that will define the retail landscape in the months and years to follow.

The significance of these dates lies in their ability to facilitate the discovery of new toys and innovations, providing a venue where the creative output of the toy industry meets the practical demands of the retail market. By hosting these events across The Toy Building at 101 Continental Blvd. and dozens of additional showrooms throughout the broader Los Angeles Toy District, The Toy Association is providing a comprehensive platform that addresses the logistical and networking needs of companies ranging from boutique startups to global conglomerates.

Greg Ahearn, President and CEO of The Toy Association, emphasized that the 2027 schedule is built upon the significant momentum generated by the 2026 LA Fall Preview Market Weeks. According to Ahearn, the upcoming year represents a pivotal evolution in the LA preview experience. Working in conjunction with the newly formed International Toy Board, The Toy Association aims to refine its offerings to ensure that participating companies are equipped with the best possible opportunities for commercial success.

"The energy and enthusiasm from tenants, retailers, and industry partners at The Toy Building was truly remarkable," Ahearn noted. "We observed participants utilizing the event to put meaningful, actionable business plans into motion for the following year. This level of engagement reinforces Los Angeles’s role as a critical industry gathering place, and it highlights The Toy Building as the key hub for these essential activities."

The Toy Building itself has become a focal point of this revitalization. Located in the heart of El Segundo, the facility was designed specifically by "toy people, for toy people," ensuring that the infrastructure—from the layout of the showrooms to the on-site support services—is tailored to the unique requirements of the toy manufacturing and retail community. The building provides a year-round, professional environment that facilitates buyer meetings, product showcases, and high-level negotiations, with activity reaching a crescendo during the spring and autumn market periods.

The demand for space within this facility has been a clear indicator of the industry’s shift toward a more permanent, centralized presence in Los Angeles. Coming out of the successful September cycle, the original four floors of The Toy Building were reported to be almost completely filled with permanent tenants. In response to this robust interest and the growing need for dedicated showroom space, The Toy Association has initiated a project to expand the facility, adding two additional floors to the structure. This expansion is a direct reflection of the confidence the industry places in the Los Angeles market and the value stakeholders find in a centralized, professional venue.

For companies seeking a permanent footprint, the availability of year-round showroom options provides a consistent platform for brand visibility and operational efficiency. The convenience of having a permanent address at The Toy Building allows manufacturers to host retail partners at their own pace, rather than relying solely on the temporary windows provided by traditional trade show cycles. This stability is increasingly viewed as a competitive advantage in a fast-paced market where product discovery and rapid relationship building are essential.

The 2027 LA Preview Market Weeks will once again feature a robust schedule of networking opportunities and educational programming, maintaining The Toy Association’s commitment to professional development. The educational component of the 2027 cycle will include renewed partnerships with industry stalwarts such as Circana and the X Tracks Licensing Summit. These sessions are intended to provide data-driven insights into consumer behavior, market trends, and the complexities of global licensing, offering attendees a competitive edge in navigating the evolving play landscape. While the initial announcement outlines these foundational partnerships, The Toy Association has confirmed that additional educational sessions, seminars, and special events will be unveiled in the coming months, promising a dynamic experience that caters to the diverse needs of its members.

Beyond the Los Angeles events, The Toy Association continues to manage a portfolio of major industry touchpoints that support the global play community. This includes the consumer-facing Chicago Toy & Game Fair, scheduled for November 7th-8th, 2026, as well as the flagship Toy Fair New York, which will take place from February 20th-23rd, 2027. By balancing these various events, the association creates a comprehensive, year-round strategy that allows for consistent engagement across different sectors of the toy industry, from large-scale manufacturing to consumer-focused interactive experiences.

As the industry prepares for the 2027 cycle, the focus remains on creating a cohesive environment where innovation can thrive. Whether through the professional, year-round setting of The Toy Building in El Segundo or the high-energy atmosphere of the LA Preview Market Weeks, the objective is to ensure that the global toy and play community has the tools, connections, and knowledge necessary to flourish.

Companies interested in learning more about the upcoming 2027 LA Spring and Fall Preview Market Weeks, or those exploring the possibility of securing a permanent or temporary showroom space within The Toy Building, are encouraged to visit The Toy Association’s official website for further documentation and registration details. As the sector continues to evolve, these events will remain vital markers on the industry calendar, providing the necessary infrastructure for the next generation of toys and games to reach the global market.