A group of small manufacturers are rolling up their sleeves to compete with major brands at the Toy Fair NY, taking place March 1-4, 2025 at the Javits Center in New York City – including several in the preschool sector.
“The Petite Pavilion, a pilot programme launching at Toy Fair 2025, was created to provide even more opportunity for small and emerging companies to showcase their limited products in smaller and lower cost spaces,” commented Kimberly Carcone, evp of Global Market Events at The Toy Association. “In partnership with Sari Wiaz of Baby Paper, Toy Fair continues to offer innovative market entry to maintain, foster and strengthen the toy and play community.”
Baby Paper and ChattySnaps are US-based businesses which are part of a nationwide group of toy, game, baby and gift small manufacturers which – while competitors – work together to help one another grow.
Baby Paper was born out of Sari Wiaz’s creativity in keeping her own children engaged when they were small. The soft, crinkly toys for babies are a sustainable version of a restaurant napkin. ChattySnaps, meanwhile, are personalised snap buttons designed for children of all ages.
Baby Paper’s Sari is enthusiastic about the opportunities exhibiting at Toy Fair will bring for the company, saying that she is looking to gain visibility, reconnect with existing contacts, attract new potential partners and establish credibility in a competitive market.
She commented: “Baby Paper came from my real-life experience as a mom. I created something simple yet joyful for babies, not a gimmick dreamed up by a marketing team.”
Meanwhile, Alicia Schwartz and Annalee Oakley, co-founders of ChattySnaps, commented: “We are excited to be part of Toy Fair this year and meet new retailers we wouldn’t meet anywhere else. We look forward to sharing our passion for conversation through our designs. Our goal has always been to create fun, engaging, wholesome products that resonate with kids and families.”
