The El Segundo Toy Zone is expanding.
The Toy Association signed a deal to build new permanent showroom space in the Los Angeles area, confirming a message it sent to members last month.
The Toy Association’s Toy Building is a newly renovated, long-term showroom located at 101 Continental Avenue. Located in El Segundo, California. Located just steps away from Mattel in the heart of the growing Toy District, the space features four floors of leasing space, including 65 showrooms, and is ready for occupancy on August 1, 2025, just in time for fall in Los Angeles Toy preview. The Toy Association said the expansion will include a staffed lobby and overall “thoughtful and attractive design”, with showroom space ranging from 475-1,920 sq ft (or larger by special approval only) and a three-year lease. -5 years or more.
True to the spirit of New York City’s original Toy Building, this newly created space in El Segundo will support productive business meetings and “accidental collisions” in common areas to promote networking and creative collaboration. It’s not just about providing a great showroom space – we’re designing an experience that’s conducive to getting business done and having fun doing it. That’s what makes this industry great."
—Greg Ahearn, President and CEO, Toy Association
Industry veteran Andy Keimach, who most recently served as interim president and CEO of the Toy Association, serves as a special adviser to Ahearn and is available to discuss options or arrange a tour of the facility.
This year’s Los Angeles Fall Toy Preview will be held September 8-19. The Toy Building will be officially opened during a two-week marketing event led by the Toy Association.
For more information and updates please visit toysassociation.org.
The Toy Book team will be in Los Angeles again this year for the Fall Toy Preview, a follow-up to last year’s critically acclaimed September issue.
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