The Toy Association officially cut the ribbon this week on The Toy Building, a new four-storey business hub in El Segundo’s rapidly growing Toy District. The opening was timed with the start of the LA Fall Preview Market Weeks, when toy companies unveil new lines and trends to buyers, licensors, and decision makers from around the world.
Inside, The Toy Building houses some of the most recognizable brands in play, such as Hasbro, LEGO, Crayola, Playmobil, NECA, and Super7, alongside mid-sized companies and startups. The venue features branded suites, private showrooms, and meeting spaces designed to spark collaboration and encourage innovation in an industry valued at more than $100 billion worldwide.
El Segundo Mayor Chris Pimentel joined industry leaders and local leaders for the grand opening celebration, underscoring the building’s significance not only in the toy sector but also for the city’s growing reputation as a hub for creative business.
“The strategic opening of The Toy Building further establishes Southern California as a key hub for international trade, innovation, and business in the toy and play sector — a $100+ billion global industry that supports tens of thousands of U.S. jobs across design, manufacturing, distribution, and retail,” stated Greg Ahearn, president & CEO of The Toy Association. “The Toy Building provides toy manufacturers from around the globe the opportunity to establish a West Coast presence, helping businesses to work together and thrive, making El Segundo’s Toy District an economically important and growing part of the LA business landscape.”
Throughout September and October, around 200 companies take part in LA Fall Preview Market Weeks across the district, showcasing their fall 2026 product lines and networking at events, such as The Toy Foundation’s Golf & Give FUNdraiser and the Women in Toys, Licensing, and Entertainment (WiT) Wonder Woman Awards.
With this new initiative, the Toy Association strengthens El Segundo’s Toy District as a gathering place for competitors, partners, and innovators alike, while also reinforcing Southern California’s prominence in the global toy industry.
It’s a busy time for The Toy Association, which also opened registration for Toy Fair 2026 on the heels of the ribbon-cutting ceremony.
