The trade war continues, but the show must go on!
ABC Kids Expo is in the final planning stages for its next event at Mandalay Bay Convention Center in Las Vegas, May 21-23, 2025. This year, the annual trade show overlaps with the adjacent Licensing Expo, conveniently offering attendees of both shows the opportunity to connect, make deals, and discover something new.
While concerns about tariffs and international trade have alarms sounding globally, the organizers of ABC Kids Expo are charging ahead with more than 325 exhibitors, 23 of whom just signed on within the past two weeks, ready to show off new products across multiple categories, from baby gear to preschool toys to furniture and beyond. Some exhibitors familiar to Toy Book readers include Baby Paper, Blue Orange Games, Delta Children, Manhattan Toy, Melissa & Doug, Micro Kickboard, Peg Perego, Radio Flyer, Ravensburger North America, TOMY, TriAction Toys, and more.
According to Aaron Pederson, President & CEO of All Baby & Child/ABC Kids Expo, the show remains true to its purpose in these chaotic times: “to bring people together, encourage important dialogue, and help us all move forward.”
For more on what makes ABC Kids Expo an important, cross-industry event, The Toy Book caught up with Jill Hegstad, Manager of Marketing and Sponsorships, to discuss the latest developments.
The Toy Book: What makes ABC Kids Expo a must-attend event for retailers?
Jill Hegstad: ABC is truly more than just “the baby show.” It’s a comprehensive event showcasing various products, ranging from baby gear and toys to apparel and gifts. It is unique because we bring together established brands and emerging startups, offering a diverse mix of exhibitors. This diversity allows retailers to discover products across categories they might not have considered before. We have baby stores that will find products they can sell for older siblings. We also have apparel stores that will find plush, gifts, and room décor to surprise and delight customers. They often find exciting new opportunities that could enhance their offerings and create fresh revenue streams for their businesses.
TB: How does ABC Kids Expo help retailers differentiate themselves in a competitive marketplace, especially in the baby gear, toys, and apparel categories?
JH: Consumers today have so many shopping options, and they’re savvier than ever, so retailers really need to stay ahead. ABC is the perfect place for that. It’s not just about seeing the products that will be in demand in the future — it’s also a great opportunity to learn. Our exhibitors do an amazing job of not only showcasing their products but also showing retailers how to merchandise them in their stores to maximize sales. It’s inspiration central for anyone looking to grow their business.
TB: How do the traditional toy and baby markets converge at ABC Kids Expo?
JH: We’re definitely seeing a lot of brands expand their product offerings these days. At ABC, that’s really on full display because our buyers come from so many different markets. For example, we’re seeing baby gear brands venturing into apparel, and brands traditionally focused on toys are now branching into categories like feeding and soft goods. While these brands might only showcase toys at toy shows, ABC gives them the opportunity to show off their entire product range. It’s a great way for retailers to see the bigger picture of what these brands offer.
TB: What opportunities does the show provide for discovering emerging brands or exclusive product launches?
JH: We love emerging brands! Many iconic baby products actually made their debut at ABC or were part of our New Product Showcase over the years. ABC is so special because it’s a highly collaborative event — everyone there is focused on elevating and shaping the future of the juvenile products industry. For buyers, it’s not just about what’s new from well-known brands like UPPAbaby; they’re also interested in discovering fresh, innovative products, even something as simple as a single SKU from a mom inventor. For emerging brands exhibiting at ABC, it can be their best chance of getting picked up by a major retailer or even landing a licensing deal.
TB: How does face-to-face interaction with manufacturers and brand reps at ABC Kids Expo influence purchasing decisions or strengthen partnerships?
JH: Conversations at ABC are much more authentic and in-depth than emails or other communication forms. It’s a two-way exchange—while brands are educating buyers about their new products, they’re also gaining valuable insights into what’s really happening in the retail world. They hear directly from buyers about what customers are saying, how they’re shopping, and what trends are emerging. You can have isolated conversations, but the sheer number of interactions over a focused 3-day period really gives you the full picture. By the show’s end, attendees are buzzing with new ideas and energized by the opportunities they’ve discovered.
TB: What types of show specials or buyer incentives can retailers expect to take advantage of during the event?
JH: The vast majority of ABC exhibitors offer show specials exclusive to attendees, and these deals can easily cover the cost of your trip to Las Vegas. We see a lot of discounts, free freight, and great offers on “best seller bundles.” ABC is often the first opportunity for retailers to place orders for brand-new products, so they get early access before anyone else. In today’s world, where consumers expect fast delivery, being the first to get these products is a huge advantage.
TB: What advice would you give retailers who haven’t attended before on making the most of their time at ABC Kids Expo?
JH: Start preparing now! Getting ready for a big event like the ABC Kids Expo is key. Follow our social media channels for essential updates and sneak peeks leading up to the show. On our website, you can start your Show Planner, where you can check out show specials, add your favorite brands to your list, and begin strategizing how you’ll navigate the floor. On a personal note, I always recommend wearing comfortable shoes, bringing a bag that can hold lots of catalogs and samples, and carrying a refillable water bottle. We also provide complimentary coffee every morning and snacks throughout the day on the show floor, so take advantage of those!
The Toy Book team will be in Las Vegas for ABC Kids Expo and Licensing Expo next month. The Toy Book’s Licensing & Entertainment (+Baby!) issue debuts May 20, 2025. Want to get your company and products in front of retailers and the rest of the trade in one shot? Limited ad space is still available!
Contact the marketing team and book your spot today:
James Devin, jd@toybook.com
Stephanie Katz, stephanie@toybook.com
Kate Kenny, kate@toybook.com
Jackie Breyer, jackie@toybook.com
The post Talkin’ Toys: ABC Kids Expo 2025 Greets Retail Rockstars with Big Ideas for Little Ones appeared first on The Toy Book.
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