With a dramatic ribbon cutting and celebration, the LA Toy Preview opened on Monday, September 8, in what the Toy Association hopes will be the establishment of a toy district in the heart of El Segundo.
Even as the signage on the 101 Continental Avenue building continued to be installed, showrooms opened on the 10th-14th floors of the building. As TA president Greg Ahearn noted at the industry forum Tuesday morning, a space that a few short months ago had been exposed columns and hanging wires had been transformed into a bright, open, and inviting space. Featuring bright, well-sized showrooms and a commanding view of El Segundo, the goal is to create a permanent LA home for the toy industry.
At the forum, Ahearn also reiterated the Association’s mission: To be a unifying force in service to members ‘creativity, responsibility and global success advocating for their needs and championing the benefits of play. He added that “what we are trying to do every day is create opportunities,” emphasizing five key areas of function: experiences, engagement, global advocacy, educate and inform, and giving back.
Chief policy officer Kathrin Belliveau provided an update on the tariff situation and the efforts of the Association in Washington, DC to engage in advocacy. Belliveau said that the toy industry is “the most exposed industry to China of any industry,” saying that the TA had asked for an exemption, which as not granted. However, she said that they remain hopeful that when a trade deal is finalized that it may be possible to exempt toys and that TA had had productive meetings with many Congressional staffers who heard their case.
She did say that—at least for now—tariffs will be “part of the business landscape moving forward,” adding that the toy industry is not alone in challenging the tariffs, particularly as the case of the legality of the tariffs is headed to the Supreme Court. The position of the litigants, shared by the Association, is that the administration is illegally using emergency powers. This will be an important case, Belliveau added, because the law has never been tested before. For now the tariffs remain in place, despite being struck down by lower courts.
The other major issue the industry is facing are laws focusing on Extended Producer Responsibility (EPR), and environmental policy that makes manufacturers responsible for “end of life management.” Essentially this shifts responsibility for disposing of products safely to municipalities and away from consumers. The Association position is that the law is unconstitutional and interferes with interstate commerce. However, this is now law in Oregon, and seven other states are considering. Belliveau noted that were it not for tariffs, this would be the major regulatory issue facing the toy business right now.
She noted that as a result of efforts earlier this year, including a Day of Play on Capitol Hill, the Toy Caucus has been revitalized with Ted Lieu (D-CA) chairing.
Other speakers were Mary Couzin who talked about the Chicago Toys and Games Fair, the Inventors’ Conference, and a new initiative, “Wish List Weekend,” which the Association is sponsoring during ChiTag (the weekend of November 8) as a way to get consumer thinking about shopping for the holidays and making plans. This is consistent with all reports on the likelihood of early shopping for the holiday season this week.
And not to let LA steal all the focus, Kim Carcone, EVP of Global Experiences updated attendees on the many events the Association is planning, including New York Toy Fair 2026 (February 14-17), which Carcone says is currently 80 percent sold out.
We’ll be covering all of these issues in more detail in the coming weeks as they’re developing.
