For toy companies, the holiday season doesn’t begin when products hit store shelves—it begins when media, influencers, and content creators start discovering what will capture consumers’ attention. That’s exactly why Holiday of Play has become one of the industry’s most valuable marketing events.
Taking place on September 23 at Pier 59, Chelsea Piers in New York City, Holiday of Play brings together top media outlets, digital creators, and industry influencers for an exclusive first look at many of the season’s most anticipated toys and games. Exhibiting brands have the opportunity to generate early buzz, secure editorial coverage, create social media momentum, and build excitement well before the peak holiday shopping season officially begins.
A major highlight of the event is the debut of The Toy Insider’s 2026 Holiday Gift Guide, one of the industry’s most influential holiday buying resources for parents, families, and gift-givers. Being featured alongside the year’s hottest products gives participating brands valuable exposure that can extend through the entire fourth quarter, helping drive both consumer awareness and retail conversations.
The event also continues to expand with Sweet Beginnings at Holiday of Play, a dedicated showcase featuring standout products for infants and toddlers across multiple categories. This focused experience gives juvenile brands an opportunity to connect directly with media looking for age-specific recommendations and emerging trends in early childhood products.
Beyond traditional exhibit booths, Holiday of Play offers numerous sponsorship opportunities—including branded photo activations, swag box inclusions, and premium event branding—that allow companies to maximize visibility and create memorable touchpoints with attendees throughout the day.
Global Toy News Insight
As competition for holiday shelf space and consumer attention continues to intensify, events like Holiday of Play have evolved from simple product showcases into strategic marketing investments. Companies that secure media coverage and creator engagement months before Black Friday often enter the holiday season with stronger brand awareness, greater retail support, and a significant advantage over competitors waiting until products reach the shelf. For brands looking to maximize their holiday impact, Holiday of Play remains one of the industry’s premier opportunities to put their products directly into the hands of the voices shaping this year’s gift-buying decisions.
| Contact the Toy Insider Team to reserve your space! James Devin | jd@toyinsider.com Lisa Gunner | lisa@toyinsider.com Stephanie Katz | stephanie@toyinsider.com Jackie Breyer | jackie@toyinsider.com |
Check out the Holiday of Play 2025 photo gallery!
