Produced by The Toy Association, Toy Fair is the largest trade show in the Western Hemisphere for the toy, game and youth entertainment world.

Toy Fair New York wanted to ensure that the brand was aligned with its industry, which has grown beyond the physical manifestation of toys to include playful experiences, edu- and entertainment and environments across all ages. Research and a brand audit revealed that the show’s name equity was too great to warrant a change. A new tagline (“Play Reimagined”), a logo refresh and a slight adjustment to the show name (“Toy Fair”, without “New York”) were showcased in a rebrand launch video. This video re-introduced the event as a global destination for retailers and manufacturers seeking solutions across all types of play experiences — while retaining Toy Fair’s core identity and existing emotional value with audiences.