Interview: Greg Ahearn President & CEO, The Toy Association

Firstly, congratulations on your new role, Greg! Can you tell us a little about yourself?

And your experience in the toy industry?

Thank you! I got my start in the toy industry over 25 years ago and held roles at both large and small toy manufacturers, from Mattel and Hasbro to OddzOn and LeapFrog, plus over 12 years on the retail side at Toys“R”Us. I love and know this community well, so it feels like a homecoming to me.

The event returns to New York early next year. How are plans coming along?

We just announced (in early July) that about 600 companies have already registered to exhibit at Toy Fair New York! It’s incredible to see this early enthusiasm for the show, which is slated for March 1 to 4, 2025, at New York City’s Javits Center. Toy Fair will welcome a perfect mix of budding toy companies (in the popular “Launch Pad” section of the show for first-timers), international brands new to the U.S. market, and mid-sized and large companies, including BOTH Mattel and Hasbro exhibiting at Javits, spanning every type of toy you can think of – vehicles, R/C toys, action figures, collectibles, infant toys, arts & crafts, games and puzzles, outdoor toys, dolls and plush, and so on.

And will the event be even more global than ever next year? And can you outline some plans as how it will take place in the Javits – exhibitor numbers, etc.?

We are expecting attendees from about 100 countries. This includes retail buyers from all types of outlets (specialty, mass, e-commerce, etc), licensors and entertainment executives, inventors & designers, media guests, and more. As the largest toy marketplace in the Western Hemisphere, Toy Fair has become known as the key entry point to the U.S. market. It’s also the place to be for industry education and networking. Toy Fair University is currently in development and will include presentations throughout the four-day show on everything from safety and compliance to new tech, social media and influencers, IP protection, sustainability, play trends, and much more.

Can you tell us more about the LA market preview as well?

We created the LA Fall Preview in direct response to feedback from across the industry. We were asked to offer a solution for companies that want to be in LA during the crucial fall preview season but lack permanent showroom space in the area. We are pleased that all the rental space we are offering at 2250 East Imperial Highway in El Segundo, CA, is now sold out! The marketplace will be open throughout September to accommodate buyers; however, The Toy Association is hosting a dedicated market week from Sept. 9-13. During that time, we’ll be encouraging buyers to make appointments while also hosting two industry networking events – Party with a Purpose, to raise money for The Toy Foundation’s children’s hospital program and give the industry a chance to network and enjoy food and entertainment at TAO Los Angeles (Sept. 9), and a complimentary industry networking party at the Otis College of Art & Design (Sept. 10). Women in Toys, Licensing, and Entertainment (WiT) will also host its Wonder Women Awards Gala at the Beverly Hilton (Sept. 13).

And why do you think that New York is so synonymous with the toy industry?

Toy Fair New York is a part of the fabric of our industry. It’s been taking place in New York City – the media, financial, and creative capital of North America – for over a century. We are thrilled that our Toy Fair dates are confirmed at the Javits Center for the next three years (March 1-4, 2025, February 14-17, 2026, and February 20-23, 2027).

Things are certainly changing in the industry with mergers, takeovers and evolution – how is the Toy Association poised to continue its long reputation as champion for this ever-changing market?

We must never forget that The Toy Association exists to serve the industry and its membership. Our focus will be on enhancing the critical areas of regulation and advocacy at all levels – state, federal, and international – so we can continue to be leaders for safety and in shaping new legislation around the globe. We will continue to organize, produce, and promote events such as the LA Fall Preview and Toy Fair New York that create ways for people to build partnerships, exchange ideas, network, and, of course, generate growth. We will also focus on how we can continue to be a unifying force for the industry and create a more collaborative and integrated environment for members and partners of all shapes and sizes.

The needs of the industry are also changing – how will the TA support and promote essential elements such as sustainability and safety?

Our global government and regulatory affairs team is at the forefront of all legislative, regulatory, safety, compliance, and advocacy issues that impact the toy community. Our team works daily to support the industry in these areas; and, with feedback from members and other industry stakeholders and working with our Board of Directors, we are currently developing a strategic blueprint for 2025 and beyond to ensure that we continue to implement the resources, tools, and initiatives that will best serve the evolving needs of the industry.

What other trends do you see emerging in the market?

When it comes to toy retail, I know one thing for sure – we will continue to see new technologies, such as AI, integrated to create more engaging shopping experiences that better serve the customer. What form or function this will take is yet to be seen, but whether in-store or online, consumers will continue to demand more recommendations, personalization, and speed. Delivering convenient, frictionless experiences continues to be a key driver for consumers, so I expect technology to be integrated in ways that can meet the consumer where and when they want.

In terms of product, innovation will be the greatest catalyst for growth. We are in the most creative and playful industry on earth, so I have no doubt that toy companies are up to the task of creating new trends, breaking boundaries, pushing the status quo, and inventing incredible new ways for kids to play. The Toy Association is your partner in all this – we are committed to helping you create connections and fostering a greater sense of unity among everyone in the industry so that all companies – big and small – can flourish and grow.

Lastly – what was your favourite toy as a child – and now!

Growing up I was a huge football fan and there was nothing like taking the plastic wrapping off a fresh, new Nerf football and getting the neighborhood kids together for a game of streetball. To this day, I am still a football fan, but the ball of choice has changed a bit, in all the right ways. I now play catch with my daughter using the Nerf (originally Koosh!) Vortex football. It is one of the best examples of a toy not just delivering but overdelivering on its promise to be the “world’s farthest flying football.”