NEW YORK TOY FAIR 2026 REVIEW

NEW YORK TOY FAIR 2026 REVIEW: THE OLDEST TOY TRADE SHOW IN THE WORLD’S BIGGEST TOY MARKET, HOW IT WENT & WHAT IS IT GOOD FOR?

We’re currently recruiting for a Global Sales Director based in Hong Kong. If you have lived in HK or would like to, if you have experience successfully selling to Direct to Retailers in multiple markets, experience of building and structuring Sales teams and if you want to join a Toy & Game company which continues to grow successfully despite a tough market out there, check out the listing here for more details and get in touch to apply: https://www.toyrecruitment.com/post/global-sales-director-hong-kong-vacancy

After a few years of disruption through and beyond Covid-19, the New York Toy Fair returned to its traditional mid-February slot over the weekend just gone and into this week. Much of the previous debate about this show has been about the purpose and efficacy of a show which comes at the end of the sales cycle, after the biggest mass market retailers have already made all listing decisions. This sentiment (and period of disruption) has seen the establishment and growth of the Preview events in Los Angeles in both April and September.

So, let’s review both the show that has just been and its purpose and place in the Toy industry calendar.

THE 2026 SHOW – HOW DID IT GO?

Look, let’s keep things real here – the show in 2026 is smaller than it was pre-pandemic, mostly due to the above point about the impact of the LA Toy Previews. What do I mean by smaller? Well the main (upstairs floor, Level 3) was pretty much full this time round. Having said that there was some very well executed spreading out of certain areas to fill things out, and some very large Booths from some of the bigger Toy companies who I suspect may have been incentivised or at least encouraged to help to fill out the big floor space.

Downstairs, the more up and coming or typically niche product company section is the section most reduced since the turmoil around this show. There were still plenty of companies down there, including some of my clients, who I know from working to be successful fast-growing companies with products in demand from Retailers, but nevertheless there were fewer than there has been at some shows in the past.

Overall, the footfall seemed fairly strong albeit more condensed versus past shows. I spoke to 10-12 exhibitors who told me they were very pleasantly surprised with the Buyer time they got and even orders written. The reality of course though is that in this modern era, you could conceivably play the 80-20 rule, or Pareto Principle if you prefer, and focus on fewer bigger customers and bypass exhibiting at this show.

If you only sold to Amazon, Walmart & Target today you would capture the majority of the Toy & Game market in the USA. Walmart and Target have long since confirmed their listings for Fall by the time of NY Toy Fair, and Amazon is in effect a platform where you can put product live yourself whenever you want (depending on which Amazon model you prefer). Therein lies the source of most debate around the NYC show – is what’s left worth chasing by exhibiting at the Jacob Javits Center?

The question logically becomes whether each individual exhibitor can justify the financial and opportunity cost of exhibiting in Javits based on the Media/Influencer opportunities, East Coast retailers, Specialty retailers (for whom there are other specialist shows) and to spend more time with Buyers who have already completed their listings. Clearly every company will have their own experience and view on that.

Regardless. If 2/3rds of a $40bn market is already confirmed in effect for Fall by the time of New York Toy Faiur, the fact remains that the other 1/3 is still a bigger opportunity than any single export market opportunity you could pursue (with all the language and regulatory complications that export sales involve).

Moreover, relying on the juggernauts that are Walmart, Target and Amazon isn't likely to leave you feeling empowered and with true agency over all elements of your business. There's no doubt all three of these mighty Retailers can shift huge quantities of boxes, but they would not normally be described by their suppliers as 'flexible and amenable'. You might have to do five times the work to build up a Specialty business to add a fourth pillar to your revenues, but that 4th pillar could be a sound strategy to remove some of the trading risk of supplying such massive, highly demanding customers.

The other perspective which I think gets over looked by the long-established companies who dominate the discourse in our industry is that of new market entrants. In all my time in this business, my favourite dynamic is that of watching new start ups enter the industry and then watching some of them succeed with huge success. When I entered this industry back in the day, hardly anybody had heard of or cared about Spin Master or Asmodee – now look at them, at c. $1.5-2 Billion revenue companies and established pillars of our industry. The New York show represents a critical opportunity for up-and-coming companies to get Buyer time, for the Buyers to see hundreds of smaller vendors in one place and for the Spin Master's of tomorrow to accelerate their growth journey.

So let’s just finish up on the seemingly perpetually endless need to justify this show by stating that hundreds of exhibitors decided to invest in this year’s New York Toy Fair, and presumably will again next year, enough said.

THE SHOW EXPERIENCE IN NEW YORK

February rarely sees tropical weather visit The Big Apple. This time round it was cold, but we fortunately avoided the ultra-cold weather of the previous few weeks. The only remnants of this were piles of ever dirtier frozen snow by the sides of the road across Manhattan. Of all the Toy trade shows, this one has the best after show options – the dining and nightlife opportunities of one of the world’s truly great cities lies within easy reach of the show doors.

While it’s hard to find a peaceful hotel room in Manhattan that isn’t subject to ludicrously loud fire engine or police sirens at 4am, there is no shortage of rooms and despite NYC being a very expensive settlement, hotel rooms are still cheaper than our annual pilgrimage en masse to Nuremberg.

Overall, even taking account of the unappealing weather, I do think that if you can’t enjoy and get energised by a trip to this one of a kind metropolis than there is a fair chance you are dead inside!

PERSONAL REFLECTIONS ON THE NY SHOW

My first visit to this show was in the year 2000. I had just started working for Hasbro Europe in a Consumer Research role. A new Head of Global Research had come into the business and demanded a Global research summit, and so I got on a plane and headed to the summit in NY state somewhere in the back waters. It would have been silly to not attend the Toy Fair as I passed through, even though at the time Hasbro was in the midst of significant budget cuts following the decline of the first Pokémon boom. I think there were literally only 4 people from Hasbro Europe at that show as a result, and the incredulous looks from the Head of Europe indicated that he couldn’t believe that a Junior consumer researcher had made the travel shortlist.

Back in the days of the old Toy building, I began to look at the New York show as an opportunity to get fitter for football (soccer if you must!) season, as the Toy building lifts were in high demand and being both hugely impatient but also highly claustrophobic, I was not keen on waiting to be cramped into a small metal box to get in between meetings. Thus the show became like my own personal bootcamp with 10-15 flights of stair climbing and descending in between meetings.

This was back when NYC was still in the midst of being cleaned up and made safer. My boss categorically told me at the time that the Subway was not safe and that I was to take a taxi to get around town. The famed New York ‘Crazies’ were in greater effect back then – there was a guy hanging outside our hotel who wore a bird feather hat and made cooing bird noises all day much to my amusement, and to the bewilderment of passers by. Nowadays, at least to an outsider like me, NYC seems much safer and more orderly. Sadly it is therefore less entertaining – the legalisation of cannabis seems to have supressed and calmed the more ‘boisterous’ street dwellers of Manhattan.

IN CONCLUSION: NEW YORK TOY FAIR 2026 REVIEW

This show is now about: meeting media & influencers, selling to smaller retailers, selling to East Coast retailers, another opportunity for mass market Buyer time (albeit post listing decisions) and an opportunity for newer companies who don’t yet have the contacts to pre-book meetings for the closed room LA events to step up and pitch to Retail.

The future of the show will be decided in the end by the Toy Association, their members and also the appetite of exhibitors to pay to exhibit at this show. For me though this still feels like an essential show, and I do believe that the industry as a whole would eventually regret any further moves to diminish or even abandon this landmark event. What do you think?

(Please feel free to disagree with me in the comments)

TOY RECRUITMENT

www.ToyRecruitment.com

We're currently recruiting for the following roles:

• Sales Director, HK

• Toy Sales Manager: North of England

• NPD Manager, Plush Toys, UK.

• Toy Buying Manager, Essex, UK

• Sourcing Manager, Ningbo, China

• Sourcing Manager, Hong Kong

If you, or someone you know, are interested in one of these roles AND have relevant experience in the stated country, please feel free to get in touch and we can discuss. If you are an Employer looking to fill roles, please just send me a DM to find out how we help companies around the world find great people. If you are a Jobseeker, unless you are applying for one of the above roles, sorry I can’t guarantee a reply to speculative applications due to a literally unmanageable volume of speculative enquiries, but you can sign up to our email newsletter at www.ToyRecruitment.com We do email out with any new Vacancies as they come in, so if you want to be advised as soon as we get new Job Vacancies in, that’s the most effective way.

FACTORIES

We consult with and/or represent the following factories:

·       Games factories in China, India, Vietnam

·       Sensory compounds and STEM/Science experiment kit factories in China, Cambodia & Europe

·       Leading Scooter & Ride On vendor in India

We also run paid for factory tour visits to India. If you’re interested in exploring India’s manufacturing options to deliver better geographical supply diversification, we can quote for a week of factory visits to India’s best factories, just get in touch.

INTRODUCING PLAYMETRIX

At the start of the year we launched www.PlayMetrix.biz with some Tech gurus to help Toy & Games companies profitably grow their Amazon, D2C & other e-comm business.

We have had some great meetings this show season and we’re now working away for new clients, but we’re always open to enquiries.

ACQUISITIONS

We're currently advising a European Construction Toy brand & also a Tech company with bespoke Toyetic AI platform looking to be acquired. Interested parties can DM for an NDA leading to more info.

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This article is copyright 2026 RG Marketing Ltd, all rights reserved. All contributors to this article contributed under a work for hire basis on behalf of RG Marketing Ltd. Please also note, this article was written and published in the United Kingdom.

From Discs to Display Shelves: How Digital Gaming Pushed Physical Stores Into the Kidult Toy Boom

From Discs to Display Shelves: How Digital Gaming Pushed Physical Stores Into the Kidult Toy Boom

For decades, the video game aisle was the beating heart of specialist entertainment retail. Stacks of boxed games, midnight launches, pre‑order bonuses, and the ritual of browsing physical shelves defined the culture of console gaming. But the last ten years have rewritten that script. As digital delivery has surged from niche convenience to dominant distribution model, the traditional revenue pillars of physical game stores have eroded. 

Yet the story isn’t one of decline — it’s one of reinvention. Faced with shrinking margins on physical software, retailers have pivoted into a category that has exploded in both cultural relevance and commercial value: Kidult toys.

This article explores how the shift from physical to digital game delivery reshaped the economics of game retail, why Kidult toys became the natural strategic pivot, and what this evolution means for the future of specialist entertainment stores.

1. The Digital Tsunami That Reshaped Game Retail

The move from physical discs to digital downloads didn’t happen overnight. It was a slow, steady migration driven by three forces: platform strategy, consumer behaviour, and economics.

Platform Strategy: The Console Makers Led the Charge

Sony, Microsoft, and Nintendo all recognised the long‑term value of digital distribution:

- Higher margins (no manufacturing, logistics, or retail cuts)  

- Direct consumer relationships (data, upsells, subscriptions)  

- Control of pricing and promotions  

- Reduced second‑hand market cannibalisation

The launch of digital‑only consoles — such as the PS5 Digital Edition and Xbox Series S — was the clearest signal yet. These devices removed the disc drive entirely, locking players into digital ecosystems.

Consumer Behaviour: Convenience Became King

Gamers embraced digital for reasons that are now obvious:

- Instant access  

- No need to swap discs  

- Cloud saves and cross‑device play  

- Frequent digital sales  

- No physical storage required  

By the late 2010s, digital accounted for the majority of console game sales globally. For many younger gamers, the idea of buying a boxed game is as archaic as renting DVDs.

Economics: The Retail Margin Squeeze

As digital adoption accelerated, retailers faced:

- Declining footfall  

- Fewer high‑margin accessories  

- Reduced pre‑owned trade‑ins  

- Less impulse purchasing  

- Fewer reasons for gamers to visit stores  

The result? A structural shift that forced retailers to rethink their product mix or risk going out of business.

2. Why Kidult Toys Became A Lifeline

As physical game sales declined, retailers needed categories that were:

- Collectible  

- Evergreen  

- Culturally relevant  

- Resistant to digital substitution  

- Appealing to the same demographic  

Kidult toys ticked every box.

The Rise of the Kidult Consumer

The “Kidult” — typically aged 18–45 — has become the most powerful force in the toy industry. They buy for themselves, not for children, and they spend big on:

- Collectibles  

- Premium figures  

- Model kits  

- Trading cards  

- Pop culture merchandise  

- LEGO 18+ sets  

- High‑end replicas  

- Plush, blind boxes, and novelty items  

Kidults now account for over 25-35% of all Toy sales in many Western markets, and the category is still growing.

Why Game Retailers Were Perfectly Positioned

Game stores already had:

- A customer base overlapping heavily with Kidult demographics  

- Staff knowledgeable about fandom culture  

- Shelf space freed up by declining physical game inventory  

- Strong supplier relationships with entertainment brands  

- A culture of collecting, pre‑ordering, and limited editions  

The pivot wasn’t just logical — it was inevitable.

3. The New Store Layout: From Game Wall to Geek Culture Hub

Walk into any modern game retailer and you’ll see the transformation immediately.

The Old Model

- 70–80% physical games  

- A small accessories section  

- A modest pre‑owned area  

- A few licensed items near the counter  

The New Model

- 20–30% physical games  

- Massive walls of collectibles  

- Dedicated Funko, Pokémon, and LEGO zones  

- Anime and manga merchandise  

- Plush, blind boxes, and gachapon  

- Premium statues and replicas  

- Board games and tabletop RPGs  

- Apparel and lifestyle products  

The store has shifted from a transactional space to a fandom destination.

4. The Economics Behind the Pivot

Kidult toys offer retailers something physical games never could: healthy margins and repeat purchasing.

Higher Margins

Collectibles often carry margins of 40–60%, compared to the razor‑thin margins on new game releases.

Repeatability

Gamers buy a new title every few months. Collectors buy:

- Entire sets  

- Variants  

- Seasonal drops  

- Limited editions  

- Mystery boxes  

- Accessories and display items  

Impulse Purchases

A £12 blind box or £20 plush is an easy add‑on. A £60 game is not.

Shelf Life

Games depreciate quickly. Collectibles often appreciate.

Cross‑Category Synergy

A fan who buys a digital game might still buy:

- A figure of their favourite character  

- A replica weapon  

- A plush  

- A T‑shirt  

- A soundtrack vinyl  

Digital delivery killed physical game sales, but it didn’t kill fandom. Retailers simply shifted to selling the physical expressions of that fandom.

5. The Cultural Shift: Gaming as Lifestyle, Not Just Entertainment

The rise of Kidult toys isn’t just a commercial trend — it reflects a deeper cultural shift.

Fandom Has Become Identity

People don’t just play games; they express them:

- On shelves  

- On desks  

- On clothing  

- On social media  

- In their homes  

Collectibles are a form of self‑branding.

The Aesthetic Economy

Instagram, TikTok, and YouTube have turned collectibles into content. Display shelves, unboxings, room tours, and desk setups have become cultural currency.

Nostalgia as a Market Force

Millennials and Gen Z grew up with Pokémon, Mario, Sonic, Halo, and Zelda. As they enter higher‑earning years, they’re buying back pieces of their childhood.

The Blurring of Toy and Hobby

Adult LEGO sets, premium model kits, and high‑end statues have normalised “grown‑up play”.

Game retailers didn’t just pivot to Kidult toys — they tapped into a cultural moment.

6. Case Studies: How Retailers Reinvented Themselves

GameStop / GAME

Both chains dramatically expanded their toy and collectible ranges, dedicating entire walls to Funko, Pokémon, and anime merchandise. Some stores now resemble hybrid toy‑pop culture boutiques.

Independent Game Stores

Indies have leaned heavily into niche collectibles, tabletop gaming, and community events. Many now run:

- Trading card tournaments  

- Model‑building workshops  

- Anime nights  

- Collector meet‑ups  

Hybrid Retailers

Stores like Forbidden Planet, HMV, and BoxLunch have blurred the lines between entertainment retail, toy store, and lifestyle brand.

The common thread? Diversification into Kidult culture for physical merchandise.

7. The Role of Licensing and IP Expansion

The explosion of Kidult toys is fuelled by the strength of gaming IP.

Gaming IP Has Become Mainstream

Franchises like:

- Pokémon  

- Fortnite  

- Minecraft  

- Zelda  

- Elden Ring  

- Final Fantasy  

- Halo  

- Assassin’s Creed  

…have become cross‑media giants.

Licensing Has Matured

Toy companies now produce:

- Premium statues  

- High‑end replicas  

- Limited‑run art pieces  

- Apparel collaborations  

- Plush lines  

- Trading cards  

- Vinyl collectibles  

Retailers benefit from a constant pipeline of new SKUs tied to major releases, anniversaries, and cultural moments.

8. The Future: What Comes Next for Physical Game Retail?

The pivot to Kidult toys isn’t a temporary fix — it has to be the new foundation. But the evolution isn’t over as these game retailers are now also competing with the mighty juggernaut that is Amazon. Just as these retailers have already embraced the concept of 'evolve or die', so they will keep on having to do that

1. More Experiential Retail

Expect more:

- In‑store events  

- Launch parties  

- Build nights  

- TCG tournaments  

- Photo‑ready displays  

Retailers will lean into community as a differentiator.

2. Exclusive Merchandise

Retail‑exclusive collectibles will become a key competitive advantage.

3. Subscription Boxes and Memberships

Curated collectible boxes, loyalty tiers, and VIP drops will drive recurring revenue.

4. Hybrid Digital‑Physical Bundles

Digital game + physical collectible bundles will grow, bridging the gap between digital delivery and physical retail.

5. Expansion Into Adjacent Categories

We’ll see more:

- Anime and manga  

- K‑pop merchandise  

- Home décor  

- Desk accessories  

- Lifestyle products  

The store becomes a fandom hub, not a game shop.

9. Conclusion: Digital Hasn't Killed Physical Game Stores Yet— It Forced It to Evolve

The shift from physical discs to digital downloads was a seismic change for the gaming industry. For retailers, it removed their core product overnight. But instead of fading away, many reinvented themselves by embracing the booming Kidult toy market.

This pivot wasn’t just commercially essential— it aligned perfectly with cultural trends. Gaming fandom is bigger, broader, and more expressive than ever. Kidult toys give fans a way to display their passions, and retailers a way to stay relevant in a digital‑first world.

Physical game stores are not obsolete yet - they transformed. And in doing so, they tapped into one of the most powerful consumer movements of the decade.

How To Grow International Toy & Games Sales

How To Grow International Toy & Games Sales

The toy and games industry continues to offer strong opportunities for businesses aiming to expand beyond their home markets. With ongoing interest in licensed products, collectibles, educational items, and digital-hybrid toys, companies have multiple paths to capture new customers worldwide. International expansion allows brands to diversify revenue, reach new consumer groups, and build resilience against local economic shifts.

Growing toy and games sales globally requires careful planning, cultural awareness, and smart execution. Whether you run a small independent studio, a family-owned manufacturer, or a growing brand, the process involves understanding different markets, adapting products and messaging, building reliable distribution, and creating effective marketing that resonates locally. This article provides a practical, step-by-step guide to help you scale internationally. We cover market selection, localization, distribution and logistics, marketing and branding, legal compliance, digital channels, partnerships, real-world examples, and ways to measure and scale success.

Understanding the Global Toy Market

The international toy and games landscape is diverse and dynamic. Building sets, puzzles, action figures, dolls, and board games—continue to perform well, particularly when tied to popular entertainment properties or trending themes. The rise of “kidults”—adults who purchase toys and collectibles for nostalgia, hobbies, or relaxation—has created a significant new consumer segment that many brands are now targeting successfully.

Different regions show distinct preferences. North America tends to favor licensed merchandise and high-production-value items. Europe often prioritizes educational, eco-friendly, and high-quality toys. Asia-Pacific markets are growing quickly, with strong demand for tech-integrated play, compact designs, and character-based collectibles. Latin America and parts of the Middle East and Africa present emerging opportunities as middle-class populations expand and retail infrastructure improves.

Key trends shaping the market include sustainability (consumers increasingly seek toys made from recycled or responsibly sourced materials), the blending of physical and digital play (app-connected toys, augmented reality experiences), and the influence of social media on discovery and virality. Seasonal peaks around holidays remain important, but year-round demand is growing thanks to collectibles, adult-oriented products, and gifting occasions beyond Christmas.

Challenges include varying safety regulations, counterfeit products in some regions, supply chain complexities, and the need to stand out in crowded categories. However, brands that address these thoughtfully can turn them into points of differentiation.

Market Research and Selection

Effective international growth begins with solid research. Identify promising markets by examining consumer demographics, purchasing power, retail landscape, and cultural attitudes toward play. Look at which categories perform best in each region—educational toys in parts of Asia, collectibles in North America and Europe, affordable family games in emerging markets.

Start with markets that offer lower entry barriers and cultural or language similarities to your home base. English-speaking countries like the United Kingdom, Australia, Canada, or Ireland can serve as natural first steps. From there, move into nearby or similar markets before tackling regions with greater differences in language, regulations, or consumer behavior.

Use available industry reports, trade show insights, online forums, and conversations with local retailers or distributors to build a clear picture. Analyze competition in each target market: Where are the gaps? Are there underserved niches such as STEM-focused toys, inclusive play items, or adult collectibles? Consider logistics costs, import duties, and existing trade agreements when ranking potential markets.

Conduct a simple SWOT analysis for each country or region under consideration. Identify your brand’s strengths (unique designs, strong IP, quality reputation), weaknesses (limited brand awareness, higher pricing), opportunities (growing adult collector base, demand for sustainable options), and threats (local competitors, economic instability). Begin with two or three pilot markets to test strategies without spreading resources too thin.

Localization Strategies

Localization goes far beyond translation. Successful brands adapt products, packaging, marketing, and even product names to feel native to each market. Cultural sensitivity is critical—certain colors, symbols, character designs, or themes can carry very different meanings across borders.

For example, packaging and instructions should be available in the local language, and any text or imagery should align with cultural norms. In some markets, compact or travel-friendly items perform better due to living space constraints. In others, larger, more elaborate sets are preferred. Character designs may need adjustment to reflect local beauty standards, modesty preferences, or popular aesthetics.

Pricing should reflect local purchasing power. Premium positioning works well in affluent markets, while value-oriented bundles or entry-level versions can open doors in more price-sensitive regions. Test localized versions through small-scale launches or focus groups to gather feedback before full rollout.

Packaging design should also meet local expectations around sustainability labeling, safety icons, and visual appeal. The goal is for the product to feel like it was made with that specific market in mind, not simply exported from elsewhere.

Distribution and Logistics

Choosing the right distribution model is one of the most important decisions in international expansion. A multi-channel approach often works best: combine direct-to-consumer e-commerce with partnerships in local retail and wholesale channels.

Online marketplaces such as Amazon’s international sites, Alibaba/Tmall for China, Mercado Libre in Latin America, and Shopee or Lazada in Southeast Asia make cross-border selling more accessible. These platforms often handle much of the customs, payment processing, and last-mile delivery.

For brick-and-mortar retail, work with established local distributors who already have relationships with toy stores, department stores, and hypermarkets. In some cases, opening a small local subsidiary or sales office can provide better control and faster response times once volume justifies it.

Partner with reliable third-party logistics providers to manage shipping, warehousing, and customs clearance. Consolidated shipping, regional fulfillment centers, and just-in-time inventory practices help control costs and reduce the risk of overstock during slower periods. Track shipments in real time and maintain clear communication with partners to avoid delays.

Marketing and Branding

A strong, consistent brand identity is essential, but marketing execution must be localized. Digital channels are the most cost-effective way to build awareness quickly. Platforms like TikTok, Instagram and YouTube allow you to reach consumers directly through short-form video, unboxings, play demonstrations, and user-generated content.

Influencer and creator partnerships can be highly effective. Work with family-oriented creators, toy reviewers, adult collectors, or niche hobbyists who already have engaged followings in your target markets. Authentic endorsements often outperform traditional advertising.

Licensing remains one of the most powerful tools in the toy industry. Securing rights to popular movies, TV shows, video games, or sports properties can dramatically boost visibility and sales when the license aligns with local tastes.

Create region-specific campaigns tied to local holidays, school breaks, or cultural events. Use paid social advertising, search engine marketing, and content marketing to drive traffic to localized landing pages or e-commerce stores. Track performance closely and reallocate budget toward what delivers the best return.

Legal and Regulatory Compliance

Compliance is non-negotiable. Toy safety standards differ significantly by region—ensure your products meet the relevant requirements in each market you enter. Work with accredited testing labs to verify compliance with chemical, mechanical, and flammability standards.

Protect your intellectual property by registering trademarks and designs in key markets. Counterfeit goods remain a persistent issue in some regions, so proactive monitoring and enforcement are necessary to safeguard brand value and consumer safety.

Understand import duties, value-added taxes, and any product-specific regulations (such as battery requirements or packaging waste rules). Engage local legal counsel or experienced customs brokers to navigate paperwork and avoid unexpected costs or delays.

E-commerce and Digital Expansion

Online sales continue to grow as a share of the toy market. A well-optimized, multilingual e-commerce site with localized currency, payment methods (including popular regional options), and shipping estimates builds trust and reduces cart abandonment.

Augmented reality features, virtual try-on experiences, and interactive product pages can differentiate your brand and help consumers visualize items in their own environment. Subscription models—monthly curated toy boxes, collector drops, or loyalty programs—encourage repeat purchases and deepen customer relationships.

Invest in local search engine optimization so your products appear when consumers search in their native language. Use data from website analytics, advertising platforms, and customer feedback to continuously refine your digital presence.

Partnerships and Collaborations

Strategic alliances can accelerate entry and reduce risk. Joint ventures or distribution agreements with established local players provide instant market knowledge, retail access, and credibility.

Co-branding opportunities with non-toy companies—fashion brands, food chains, sports teams, or environmental organizations—can create unique products that stand out. Pop-up shops, experiential events, and collaborations with local retailers allow you to test concepts with lower upfront investment.

Participate in major international toy fairs to meet potential partners, gather trend intelligence, and build relationships that support long-term growth.

Case Studies

Several brands illustrate successful international expansion. Pop Mart grew rapidly by focusing on collectible “blind box” formats and leveraging social media virality, celebrity endorsements, and pop-up retail experiences to enter markets across Asia, Europe, and North America.

Hasbro increased its international presence significantly by acquiring or partnering with local distributors, adapting product lines to regional preferences, and investing heavily in global marketing for core brands.

Lego recovered from near-collapse by refocusing on its core building-block system, crowdsourcing ideas from fans worldwide, creating region-specific sets, and expanding digital integrations that appealed to both children and adults.

These examples highlight the importance of staying true to brand strengths while adapting thoughtfully to local tastes and channels.

Measuring Success and Scaling

Define clear key performance indicators: revenue growth by market, customer acquisition cost, repeat purchase rate, online conversion, and retail sell-through. Use analytics tools to monitor performance in real time.

Conduct regular reviews to assess what is working and where adjustments are needed. Be prepared to pivot—exit underperforming markets if necessary and double down on high-potential ones.

As you grow, reinvest in infrastructure: regional warehouses, local teams, automated systems, and expanded product development capacity. Build an agile culture that learns quickly from each market and applies those lessons globally.

Conclusion

Expanding toy and games sales internationally is a rewarding but demanding journey. Success comes from thorough preparation, genuine adaptation to local consumers, strong distribution and marketing execution, and disciplined measurement. The global appetite for creative, fun, and meaningful play remains strong. Brands that approach expansion with curiosity, flexibility, and a commitment to quality can build lasting international presence.

Start with research and small, focused steps. Learn from each market you enter. Play the long game, and your brand can find new homes—and new fans—around the world.

If you already have some international distribution, maybe it's time you went direct to retail in some overseas markets. We can help you with key new hires overseas. Check out www.ToyRecruitment.com, we help companies like yours hire top performers across Global markets.