consumer products · El Segundo
LA Spring Preview 2027Exhibitor guide: booth costs, dates and deadlines in El Segundo
Showrooms, not booths: LA Spring Preview 2027 in El Segundo
- Event dates
- May 17–21, 2027
- Exhibit hall
- May 17–21, 2027 (No exhibit hall; showroom hours vary by tenant, by appointment)
- Venue
- The Toy Building, El Segundo
4.9 star rating from clients10,000+ booths built3,000+ exhibitors servedSince 2015
Quick answers
LA Spring Preview 2027 in 30 seconds
The quick version for exhibitors. Sources for each LA Spring Preview figure are further down the page.
- When is LA Spring Preview 2027?
- May 17–21, 2027, at The Toy Building, El Segundo.
- When is the hall open at LA Spring Preview?
- May 17–21, 2027, No exhibit hall; showroom hours vary by tenant, by appointment.
- How big is LA Spring Preview?
- 65 showrooms leased exhibitors (2026 edition).
- How much is a 10×20 booth at LA Spring Preview, all-in?
- $7,500 – $15,000 for a Purple rental in El Segundo: design, graphics, lighting, install and dismantle. Space and show services are billed separately by LA Spring Preview.
Everything about LA Spring Preview 2027 in one place
LA Spring Preview 2027 fact sheet
| Official name | LA Spring Preview and LA Fall Preview Market Weeks by The Toy Association |
|---|---|
| Event dates | May 17–21, 2027 |
| Exhibit hall dates | May 17–21, 2027 (No exhibit hall; showroom hours vary by tenant, by appointment) source |
| Venue | The Toy Building 101 Continental Blvd, El Segundo, CA 90245 |
| Organizer | The Toy Association |
| Size (2026) | 65 showrooms leased exhibitors source |
| Nearest airport | Los Angeles International Airport (LAX) |
| Hotels | Official housing for the 2027 market weeks is not confirmed yet |
| Official website | toyassociation.org |
Official LA Spring Preview resources
LA Spring Preview 2027 calendar
LA Spring Preview 2027 show dates
The 2027 LA Spring Preview show days, each linked to the page that states it.
01 Purple at LA Spring Preview 2027
Showrooms, not booths: LA Spring Preview 2027 in El Segundo
We fit out Toy Building showrooms so a buyer from a national chain can see your holiday line, sit down and talk volume in one visit. Suites arrive with paint, carpet and basic lighting only, so we build the fixtures, sample walls and display lighting around your products.
- May 17–21 and Sept 13–24
- The Toy Building, El Segundo
- Showrooms by appointment
What makes LA Spring Preview different, and how we build for it
LA Preview is a showroom market, not a hall show.The Toy Association opened the Toy Building at 101 Continental Blvd. in El Segundo for the 2025 LA Fall Preview, a short walk from the U.S. headquarters of several global toy makers, and its original four floors are now almost fully leased. Spring Preview runs one week, May 17–21, 2027; Fall Preview runs two, September 13–24. Buyers book appointments with each tenant, from Hasbro, Crayola and Funko to emerging brands, and the Association layers on programs such as Circana's State of the U.S. Toy Industry and the X Tracks Licensing Summit. Two new floors, about 50,000 square feet, are being added.
A private hour with your holiday and next-year line, retail-ready samples on fixtures, and a table to talk price, volume and exclusives; The Toy Association names Amazon, Walmart, Five Below and Learning Express among the retailers meeting here.
Finished product that shows a property working on shelf, and a showroom calm enough for a licensing conversation during the X Tracks Licensing Summit week.
A showroom that works for spring, fall and year-round meetings without a rebuild each season, with fixtures that change as the line changes.
Your team in El Segundo
One project manager, two shops, the whole LA Spring Preview build
Our Fishkill, NY production shop and our Las Vegas hub build the booth, we ship it to the Toy Building, and our own project manager runs the LA Spring Preview install on the floor with vetted local labor. Turnaround is a predictable 30 to 45 days, with pre-show QA and secure storage for your LA Spring Preview booth.
Your staff walks onto the LA Spring Preview floor and the booth is already lit and stocked. You just show up.
Inside LA Spring Preview 2027
LA Spring Preview rules that shape your booth
Showroom hours vary by tenant and are not guaranteed each day, and buyers schedule appointments with each company directly. We plan the room for seated meetings of an hour, with samples on fixtures rather than stock on the floor.
The Toy Association invites companies in the children's toy, play and youth entertainment space to lease Toy Building showrooms. We design for that buyer: age-grade zones, price-point walls and room for licensing partners.
Tenants take suites in as-is condition and supply their own furniture, fixtures, display materials and any additional display lighting (2026 brochure). We build all of it to work with the standard ceiling and electrical.
Toy Building suites lease for 3 to 9 years in the 2026 brochure, and The Toy Association also offers temporary spaces for seasonal market weeks. We build fixtures that suit either: fixed for a lease, packable for a single week.
Programs worth planning for
Circana's briefing on spending trends, consumer preferences and emerging categories, held at the Toy Building during Fall Preview 2026 and named in the 2027 educational program.
A one-day licensing summit of panels, keynotes and fireside chats at the Toy Building, held September 22 in 2026 and announced again for the 2027 market weeks.
Year-round showrooms for toy companies of all sizes, plus temporary space for market weeks; two new floors of about 50,000 square feet are being added to meet demand.
LA Preview is the West Coast showroom market for U.S. toys, with spring and fall weeks at the Toy Building; choose it over Toy Fair New York when you want planned, appointment-only meetings with buyers rather than four days of hall traffic. Compare all the consumer products shows we build for →
consumer products at LA Spring Preview
The industry behind LA Spring Preview, in pictures
02 Booths & pricing for LA Spring Preview 2027
Popular booth sizes at LA Spring Preview
LA Preview sells no booths. Companies lease Toy Building suites, from about 475 to 1,920 square feet in 2025 terms, or take temporary space for a market week, and others show from their own LA Toy District offices. We fit out showrooms with fixtures, graphics and display lighting rather than building a booth.
LA Spring Preview sells its own exhibit formats, so we build graphics, counters, lighting and displays sized to the space the organizer assigns, on one fixed proposal.
In Purple's LA Spring Preview price
- Design work and a 3D rendering, with revisions until the LA Spring Preview layout is right
- The structure, printed graphics, counters and storage your LA Spring Preview plan specifies
- Lighting plus power distribution within the booth at LA Spring Preview
- Installation and dismantle in El Segundo, run by our project manager on the floor
- Show-service orders and deadlines for LA Spring Preview, tracked on your behalf
Billed by LA Spring Preview and its contractor
- Booth space, paid to The Toy Association
- Material handling / drayage, if the LA Spring Preview space rate leaves it out
- Electrical service, internet and rigging at the Toy Building
- Booth cleaning and any union labor the Toy Building requires
Rates to plan with for LA Spring Preview:
- Suite rent, year one $57.00 per rentable sq ft, January 2026 brochure source
- Example small suite 707 RSF suite, $40,299 in year one (2026) source
- Lease terms 3 to 9 years, 3 percent yearly increase, 2-month deposit (2026) source
Before you sign, your proposal already estimates each of these show charges, so the LA Spring Preview total is on paper.
Prices are all-in 2026 rental ranges for design, structure, graphics, installation and dismantle; custom builds are quoted per project. Get an exact number for LA Spring Preview with the booth cost calculator or the 2026 booth cost guide.
Share the booth size you have at LA Spring Preview and what you need the space to do. We reply within one business day and send a rendering and a fixed proposal, usually within a week. No charge.
At LA Spring Preview, your team walks into a lit, stocked booth. You just show up.
03 Built by Purple
Purple booths we designed, built and installed
Case study · French Avenue
French Avenue at a fragrance and beauty trade show
A premium fragrance environment built around discovery, with a flow designed for real conversations and product sampling.
French Avenue's fragrance space was built for discovery and real conversations, the same job a Toy Building showroom does when a buyer has a full hour with your line.
Read the French Avenue case study All case studies →“Purple Exhibits made us look good. The booth was one of the nicest displays in our section of the convention center and generated a lot of positive comments from both customers and industry peers. Their attention to detail, professionalism, and willingness to go above and beyond made a huge difference.”
Kimberly Owens, Brand Manager, Owens Products · more client reviews
Trusted by exhibitors including
04 Designing for toy, game and youth entertainment companies showing in El Segundo showrooms at LA Spring Preview
Four things we get right for LA Spring Preview exhibitors
1Fixtures are on you
Toy Building suites come with paint, carpet, a standard ceiling with general lighting, standard electrical and a glass storefront. Furniture, fixtures, display materials and extra display lighting are the tenant's job, so we design modular shelving and track lighting that install without changing the base build-out.
2One room, two seasons
Spring Preview is a single week in May and Fall Preview runs two weeks in September, with year-round appointments between. We build swap-in graphic panels and shelf headers, so moving from the spring line to holiday is a one-day refresh, not a new showroom.
3Read the line through the glass
Every suite fronts the corridor with a glass storefront and entry door. We place the strongest category, and a lit price-point wall, where a buyer walking between appointments in the Toy Building sees it before your door opens.
4A table for the real meeting
Appointments here run long because buyers come to plan, not to browse. We give the room one proper meeting table with a screen for sell-through data and a sample shelf within reach, so the conversation does not stall while someone fetches product.
Concept rendering
Every proposal comes with a rendering like this
The 3D view shows layout, graphics, lighting and product positions before we cut a panel, and we revise it until the LA Spring Preview booth is right. Above: a Purple concept for marKibar.
Start my LA Spring Preview conceptFloor at a glance
Where you could be at LA Spring Preview 2027
LA Preview spreads across one Toy Association building and the LA Toy District around it. There are no halls; these are the spaces buyers visit.
The Toy Building, original four floors
Opened for the 2025 LA Fall Preview with 65 showrooms on four renovated floors; The Toy Association says those floors are now almost completely filled with permanent tenants.
Our advice Neighbors here are household names, so we light your storefront wall brighter than the corridor to hold a buyer's eye between appointments.
Tenth-floor suites
The 2026 brochure lists suites from about 470 to 1,924 usable square feet, delivered with paint, carpet, general lighting and glass storefronts.
Our advice We measure your suite before design, because fixtures must fit the existing ceiling and electrical without altering the base build-out.
LA Toy District showrooms
Dozens of additional company showrooms around El Segundo, listed on The Toy Association's Toy District map.
Our advice If you show from your own office, we bring the same fixture system and graphics, so buyers see one brand whichever door they walk through.
05 The Toy Building · El Segundo
Logistics for LA Spring Preview 2027, handled
LA Preview has no exhibit hall, general service contractor or drayage tariff: each company works in its own suite or LA Toy District office. Toy Building rent includes utilities, Wi-Fi and basic janitorial; monthly parking costs extra, and tenants deliver suites in as-is condition with their own furniture and fixtures. We build fixtures and graphics at our Las Vegas hub or our shop in Fishkill, NY, schedule delivery with Toy Building management before the market week, and our project manager installs on site with vetted local labor, so your team walks into a finished room for the first appointment.
What Purple handles
- Showroom fixtures, shelving and display lighting for Toy Building suites
- Seasonal graphic panels that swap between spring and fall lines
- A glass-front display plan that sells the line from the corridor
- Delivery and install scheduled with Toy Building management
- Portable displays for temporary market-week space
- Fixture systems that also travel to Toy Fair New York
Your LA Spring Preview timeline, from move-in back
We need design sign-off by early March 2027.
- Winter 2026 to 2027Suite or temporary market-week space agreed with The Toy Association; we measure the room and plan fixtures for spring and fall.
- Early March 2027Design sign-off for fixtures, graphics and display lighting, about ten weeks before May 17.
- March to April 2027Production over 30 to 45 days; shelving sized to your packaging, graphics printed for the spring line.
- Days before May 17, 2027Delivery and install at the Toy Building by our project manager and vetted local labor, with a walk-through before the first appointment.
- May 17–21, 2027LA Spring Preview Market Week; buyers visit by appointment, and we stay on call for changes.
- Early September 2027Graphics and fixture refresh for LA Fall Preview Market Weeks, September 13–24, 2027.
Purple's planning timeline for LA Spring Preview. The official LA Spring Preview move-in, freight target and order dates come from your exhibitor kit and assigned schedule; when you book, we confirm them against your booth.
Print the LA Spring Preview budget & deadline sheetTravel to LA Spring Preview 2027
Getting to LA Spring Preview 2027: airport and hotels
Fly in
Los Angeles International Airport (LAX)
Stay
Official housing for the 2027 market weeks is not confirmed yet
Travel facts from toyassociation.org.
LA Spring Preview by the numbers
LA Spring Preview year by year
How LA Spring Preview 2027 compares with other consumer products shows
The consumer products shows closest to LA Spring Preview on the calendar, with the latest size each organizer has published. Every show name links to our exhibitor guide for it.
| Show | Dates | City | Latest published size |
|---|---|---|---|
| New York Tabletop ShowThe Tabletop Association | April 6–9, 2027 | New York, NY | – |
| High Point MarketHigh Point Market Authority (HPMA) | April 10–14, 2027 | High Point, NC | – |
| Sea Otter ClassicLife Time | April 15–18, 2027 | Monterey, CA | 350 athletes and 150 spectators attendees (1991) |
| GAMA ExpoGAMA: The Tabletop Game Association | April 25–29, 2027 | Baltimore, MD | 50 first-time exhibitor booths offered for 2027 |
| ECRM SessionsECRM | May 3–5, 2027 | Atlanta, GA | – |
| ABC Kids ExpoAll Baby & Child Corporation (ABC) | May 12–14, 2027 | Las Vegas, NV | 350–400 exhibitors projected for 2027 |
| LA Spring PreviewThe Toy Association | May 17–21, 2027 | El Segundo, CA | 65 showrooms leased exhibitors (2026) |
| Licensing ExpoInforma Markets | May 25–27, 2027 | Las Vegas, NV | 12,500+ attendees · 410 exhibitors (2026) |
| ASTRA Marketplace & AcademyAmerican Specialty Toy Retailing Association (ASTRA) | June 6–9, 2027 | Pittsburgh, PA | – |
| Grassroots ConnectGrassroots Outdoor Alliance | June 11–15, 2027 | Oklahoma City, OK | 100+ retailers expected attendees · 120+ brands and reps expected (2026) |
LA Spring Preview exhibitor questions
Questions exhibitors ask us before LA Spring Preview
When is LA Spring Preview 2027?
LA Spring Preview Market Week runs Monday, May 17 to Friday, May 21, 2027, in El Segundo, California. The 2026 Spring Preview ran April 20 to 24, so 2027 sits about four weeks later in the year.
When is LA Fall Preview 2027?
LA Fall Preview Market Weeks run September 13 to 24, 2027, two weeks at the same Toy Building in El Segundo. The 2026 Fall Preview ran September 14 to 25, and The Toy Association said it surpassed even its most optimistic expectations.
Where is LA Spring Preview held?
At The Toy Association's Toy Building, 101 Continental Blvd., El Segundo, and in dozens of other showrooms across the LA Toy District, which the Association maps on its LA Preview page. Several global toy makers keep their U.S. headquarters a short walk from the building.
Is LA Preview a trade show with booths?
LA Preview has no exhibit hall or booths. It is a showroom market: companies show in permanent or temporary suites at the Toy Building or in their own LA Toy District showrooms, and buyers book appointments with each one. We fit out showrooms rather than build booths.
How do buyers get meetings at LA Preview?
Buyers book appointments with each company. The Toy Association lists Toy Building tenants with contact details and says showroom hours vary and are not guaranteed each day, and it notes retailers such as Amazon, Walmart, Five Below and Learning Express meet here year-round, not only in market weeks. Your showroom needs to be ready for the first booked meeting.
How much does a showroom at the Toy Building cost?
The January 2026 leasing brochure lists tenth-floor suites at $57.00 per rentable square foot in year one, rising 3 percent a year, on 3 to 9 year terms with a two-month deposit. A 707-square-foot suite was $40,299 for year one. Fixtures and display lighting are extra, and that is the part we build.
Can we get a temporary showroom for LA Preview market week?
The Toy Association offers temporary spaces for seasonal market weeks as well as long-term showrooms; 2027 temporary space pricing is not confirmed yet. Its sales team handles both. For a temporary suite we design a portable display that installs in a day and ships on to your next show.
What comes with a Toy Building showroom?
Suites are delivered built out with paint and carpet, a standard ceiling with general lighting, standard electrical and a glass storefront with an entry door. Rent covers utilities, Wi-Fi and basic janitorial. Furniture, fixtures, display materials and added display lighting are the tenant's responsibility.
Who organizes LA Spring Preview and LA Fall Preview?
The Toy Association, which owns the Toy Building market program and also runs Toy Fair New York at the Javits Center. It schedules the market weeks, leases the showrooms and adds programs such as Circana's industry briefing and the X Tracks Licensing Summit.
Which companies show at the Toy Building?
Crayola, Funko, Hasbro, Horizon Group USA, Playmobil, Ravensburger and tonies are among the Toy Building tenants The Toy Association names, with emerging brands in smaller suites alongside them. Its tenant list links each logo to contact details for booking meetings, and more companies show from offices across the LA Toy District.
What events run during LA Preview?
For 2027 The Toy Association has announced educational programming with Circana and the X Tracks Licensing Summit, with more sessions to come. During the 2026 Fall Preview, Circana presented its State of the U.S. Toy Industry at the Toy Building on September 15, and the summit ran September 22.
Can Purple fit out our Toy Building showroom?
We design and build showroom fixtures, shelving, graphic walls and display lighting for suites like these, ship them from our Las Vegas hub or Fishkill shop, and install with our own project manager. The same system can be refreshed for Fall Preview and reused at Toy Fair New York.
Should we choose LA Preview or Toy Fair New York?
They do different jobs. Toy Fair New York is the February hall show at the Javits, with 720+ exhibitors in 2026; LA Preview is a showroom market for planned, appointment-only meetings in May and September with buyers and partners working from the West Coast.
Before you sign for LA Spring Preview
Five questions to ask any exhibit builder for LA Spring Preview:
- Is every fee on the proposal, including what the LA Spring Preview show contractor bills?
- Who builds the LA Spring Preview booth: your own shop or a subcontractor?
- Does your project manager stay on the floor through install and dismantle in El Segundo?
- For LA Spring Preview, what is in the rental and what is billed by the show?
- Where does the booth go after the show, and what does storage cost?
Common situations
Already own a booth? We refresh the graphics, repair what is worn, ship it to the Toy Building, install it and store it between shows. You keep the structure you paid for and bring it to LA Spring Preview.
Exhibiting from outside the US? We are your team on the ground at the Toy Building: freight to the advance warehouse, show-service orders, installation and storage, with one project manager on your emails in your time zone.
Short on time? With a rental, your graphics can be ready in two to three weeks. On the first call, we tell you what is realistic for LA Spring Preview.
Get a proposal
Tell us about your LA Spring Preview booth
What happens next
- Within one business day we write back to ask about your products, your goals for LA Spring Preview and your footprint.
- Your LA Spring Preview concept rendering and fixed proposal usually arrive within a week. Each LA Spring Preview fee listed upfront and in full, on paper.
- The build takes 30–45 days; we ship to the advance warehouse and install before the hall opens at the Toy Building.