Toy Fair 2026 returned to New York City this year, filling the Jacob K. Javits Convention Center with the biggest names in toys, games, collectibles, and play innovation. But this year, there was another group drawing attention across the show floor: Zigazoo’s next-generation creators.

More than 30 Zigazoo kid creators attended the show, bringing high energy and curiosity as they explored the latest trends shaping the future of play. While Toy Fair has always been a place where the industry unveils what’s new, the presence of Gen Alpha creators offered something different. These are the kids who are actively shaping what becomes popular with their generation. 

Throughout the event, Zigazoo creators walked the show floor capturing content, testing products, and talking directly with the people behind the toys. Their coverage included product demonstrations, hands-on experiences, and exclusive interviews with toy makers and industry leaders, giving audiences a kid-first perspective you rarely see from a traditional trade show.

From major global brands to innovative emerging companies, the creators visited booths across the show, including, Spin Master, Mattel, Just Play, Crazy Aaron’s, Play Monster, Bandai, Moose and spotlighting the products and experiences that caught their attention.

For many brands, the opportunity to interact directly with these creators was more than just fun content creation. It was real-time feedback from the audience that ultimately determines what resonates with Gen Alpha. In today’s creator-driven media landscape, kids are not just consumers of trends. They are helping set them.

The Zigazoo presence extended beyond the show floor. At the Toy of the Year Awards, Zigazoo served as a supporting sponsor of the celebration honoring the best innovations in play. Zigazoo creators walked the purple carpet and interviewed leaders from across the toy industry, representing the next generation of voices shaping how toys are discovered and shared.

Q&A with Zigazoo President, Ashley Mady

Why is the kid-creator presence at Toy Fair Growing?

“Kids today are not just watching content about toys, they are creating it. Gen Alpha discovers what’s cool through creators they trust. Events like Toy Fair are realizing that if you want to understand what kids actually care about, you need to hear directly from them. Our creators bring authentic reactions, curiosity, and a perspective that brands simply can’t replicate through traditional marketing.”

How is being a Zigazoo creator different from being a typical kid-influencer?

“Zigazoo was built by parents and educators, so our creator community is fundamentally different from the traditional influencer ecosystem. Our creators are not chasing followers or algorithms. They are participating in a safe, moderated community where creativity and positive engagement comes first. Kids are creating to express themselves and connect with other kids, which leads to more authentic content and healthier digital habits,” Mady said.

What are you working on right now that excites you the most?

“We’re really focused on empowering our creators. Soon, we’re launching a Creator Academy, which will help kids learn the art of storytelling and educate them on digital citizenship while building confidence in front of the camera. We’ll also be expanding opportunities for our creators to collaborate with brands they love, while keeping everything rooted in safety and positivity.”

Across both Toy Fair and the TOTY Awards, the message was clear. When kids are given a safe space to create, explore, and share their perspectives, they become powerful storytellers for the products and experiences they love.

And if this year’s show floor was any indication, Gen Alpha isn’t just watching what the toy industry does next.

They’re helping decide what’s cool.

*Special thanks to On the Scene Adventures for the great recap videos!

https://youtu.be/mukrXfcAE8c?si=igFJ4mDBWwBFYHC1

https://youtu.be/Za84omujuis?si=XOpU158CKUIx0L8K