Brands including Cartoon Network, Hasbro, Just Play, LEGO and Moose Toys will showcase their holiday offerings.

NORTH AMERICA–The Toy Association will host its second annual Play Fair this weekend in New York, featuring more than 60 entertainment, pop culture and toy companies in an event open to the public.

The inaugural Play Fair took place in February 2016 alongside New York Toy Fair, but this year’s event was moved to an earlier date to allow companies to showcase their brands and holiday offerings in advance of Black Friday. The 2018 Toy of the Year Awards finalists will also be unveiled at the event.

“Play Fair highlights play and entertainment during peak toy season, and is the perfect backdrop to unveil and celebrate the 2018 TOTY nominees,” says Ken Seiter, vice president, marketing communications, the Toy Association. “The TOTYs recognize the year’s hottest toys and games–all of which build important, lifelong skills through play. The nominated toys also highlight great gift ideas for kids of all ages for the upcoming holiday season.”

The 2016 Play Fair was visited by 20,000 parents, children and toy enthusiasts, and this year, the event has tripled in size. Presenting sponsors include Spin Master and Toys ‘R’ Us.

Developed by the Toy Association, in partnership with Leftfield Media, this year’s Play Fair will include extra stages featuring exclusive content, additional character appearances, hands-on exhibits and demonstrations, displays and demos. 

Among the companies and brands slated to exhibit are Alex Brands, Cartoon Network, Hasbro, Just Play, K’Nex, LeapFrog, LEGO, Midtown Comics, “Minecraft,” Moose Toys, WowWee and more.

The experiential event will feature a host of activations and demonstration areas including:

Play Fair is open to the public Nov. 4 and 5 at the Javits Convention Center and costs $30 each day for regular admission or $50 for a VIP pass with goodie bag. Family discounts are available.

Stay tuned to License Global Monday for full coverage of the event.