Mastering The NY Toy Fair Show Floor

An Insider’s Guide to The Business of Play; an 18-Minute Podcast

By Genna Rosenberg, CEO, GennComm

Walking into the Javits Center for New York Toy Fair can be an exhilarating and also overwhelming experience. For everyone from a first-timer or industry newbie to seasoned veterans who have seen it all, the sheer scale of the event, with over 600 exhibitors, thousands of products, and the buzzing action of the global toy industry is enough to make your head spin. To truly succeed, you need to do more than just show up; you need to understand what’s going on from a business perspective all around you.

This 18-minute Podcast is an Insider’s Guide to Mastering Toy Fair, designed to help shift your perspective to understand the lay of the land. Sure, hug giant Minions, snag some swag and sing some karaoke in the lobby, but keep your eyes on the big prize by noticing important business trends and potential that others might miss.

Check out the Podcast

This Podcast does a deep dive into a presentation prepared for Toy Fair Student Congress, but is really for anyone else who’d appreciate Genna Rosenberg’s Insider’s Guide to Mastering Toy Fair.

Look Through a Sophisticated Lens

As you walk the aisles, don’t forget: “There’s More Than Meets The Eye.” To maximize the time, set intention to see the wonder through a more sophisticated lens; A perspective that understands, its all one half magic, and one half dedicated to the serious business of play. 

It is easy to get distracted by the wonder, but don’t just look at the products; look at the positioning. Ask yourself:

• How are brands telling their stories?
• How are causes like inclusion, sustainability and representation showing up?
• What packaging trends are dominating the aisles?
• How are companies leveraging licenses and partnerships?
• How you can use X-ray vision to decode what trends are driving dominant play patterns. 
• How are important IPs smartly targeting every potential customer from babies to collecting kidults?
• What’s going on behind closed doors? 

By adopting this analytical mindset, you transform from a passive observer into an active strategist. And, for entrepreneurs, service providers or newbies, Toy Fair is not just about seeing what others are doing; it is about contextualizing your own potential within the market.

Conclusion

Use the show floor as a mirror. Every booth you visit should spark an idea about your own path in this vibrant industry.

New York Toy Fair is a marathon, not a sprint. It is a place where careers are launched, and brands are built. By mastering the show floor with a sophisticated lens and a strategic plan, you ensure that your trip is not just a sightseeing tour, but a pivotal step in your career.

Welcome to the big leagues. Get out there and master the floor! Take in the wonder of The Genius of Play, and make sure you wear comfortable shoes to keep you going! 

About Genna Rosenberg

Genna Rosenberg is a 30-year toy, licensing and entertainment industry executive, focused on Social Impact, Consumer Products and Business Strategy. An official Genius of Play Ambassador, she was named by Women in Toys, Licensing & Entertainment as their 2025 Wonder Woman Catalyst for Change, and by License! Global Magazine as their Inaugural Catalyst for Change. She has been focused on workforce development, empowerment, diversity, inclusion, disability, social responsibility and social innovation in myriad ways, including through her GoodWorksXGennComm division. Rosenberg has served in executive roles at publicly-traded and private toy companies and agencies, and has run her global agency GennComm for the past 13 years.  The ThinkTank GennComm ImaGENNation develops and licenses GennComm-owned IP, including six patents in the sensory tactile toy category invented by Jeremy Medwed. She has been retained by top manufacturers, entertainment companies and gaming studios in the world, promoting global entertainment brands, video game titles and beloved classic toy brands. Rosenberg’s Design Your Career in Toys, Entertainment and Licensing coursework has been attracting young people into diverse career paths into the $42 billion entertainment-driven US Toy Industry, with over 300 employers in Southern California alone.

Connect with Genna Rosenberg:LinkedIn: Genna Rosenberg