Toy Fair 2025: 3 Takeaways

The GRS team flew out to New York City for Toy Fair® 2025, hosted by The Toy Association Inc.™ While we had a ton of fun seeing toys that will hit shelves this year, we were also part of larger conversations about the issues facing the industry in 2025 and beyond.

Regulatory Updates and Industry Priorities

The Toy Fair Regulatory Session provided key insights into proposed regulatory changes and ongoing industry initiatives. A major focus was placed on aligning standards and regulations to create a more cohesive compliance framework. Industry stakeholders are working toward areas of consensus to improve clarity and reduce the burden of navigating inconsistent global requirements.

Another pressing topic was the rise of counterfeit toys, which continue to pose safety risks and undermine legitimate businesses. Regulatory bodies and industry leaders are looking at stronger enforcement measures to protect consumers and ensure that only compliant products reach the market.

U.S. Administrative and Congressional Priorities

At the federal level, several legislative and regulatory topics are shaping the landscape for toy manufacturers and retailers. Among the top concerns are trade and tariffs, with Toy Fair actively advocating against new tariffs on toys. While many companies have voiced concerns over what they see as unfair trade practices, Toy Fair has chosen not to take an official stance on the issue.

The conversation around regulatory reform also remains active, with efforts to streamline compliance requirements while maintaining strong consumer protections. Additionally, chemical and environmental legislation is expected to shift toward a more risk-based approach, targeting high-priority substances and focusing on sustainability.

What’s Next for the Industry?

With ongoing discussions about regulatory alignment, counterfeit prevention, and shifting legislative priorities, toy companies must stay engaged and proactive in compliance efforts. The coming months will be critical as trade and policy decisions continue to unfold—both at a state and federal level. As always, industry collaboration will play a key role in shaping a regulatory environment that balances safety, innovation, and business growth.