Following a standout debut in 2025, the Danish creative toy brand returns to CHITAG with an expanded presence for the 2026 holiday season 

GREENVILLE, S.C. — October 1, 2026 — Plus-Plus USA, the American arm of the award-winning Danish toy brand known for its simple building shape and endless creative possibilities, today announced it will return as an exhibitor at the 2026 Chicago Toy & Game Fair (CHITAG), taking place November 7–8 at the Donald E. Stephens Convention Center in Rosemont, Illinois. CHITAG is North America's largest consumer toy and game fair and serves as the family-facing centerpiece of POP Week, the toy industry's annual gathering hosted by People of Play, a division of The Toy Association. 

Plus-Plus made its first appearance at CHITAG in 2025, arriving with 500 giveaway samples that sold out well ahead of schedule as families lined up to build at the booth. The brand quickly partnered with Chicago-based retailer Timeless Toys to meet consumer demand on-site — a partnership that turned first-time booth traffic into real sales and new customers within a single weekend. 

"We came to Chicago last year just hoping to introduce families to Plus-Plus," said Ryan Hamilton, CEO of Plus-Plus USA. "What we found instead was a room full of kids who couldn't put the pieces down. That's the whole idea behind Plus-Plus — one simple shape, and there's no wrong way to play with it. We're coming back this year ready for even more of that." 

At this year's fair, Plus-Plus USA will showcase hands-on building stations featuring its most popular product lines, including: 

- Scooops — bright, collectible, transformation-style ice cream cups perfect for impulsive, imaginative building 

- HEXEL — the 2025 Toy of the Year Award-winning fidget toy, offering a fresh, artful spin on the classic Plus-Plus shape 

- BIG — oversized pieces designed for younger builders and early hands-on play 

- Activity Pads — guided 2D and 3D creative play for on-the-go families 

- Pet Packets — collectible, sugar-free "treat" packets featuring buildable animal characters, each with its own personality (expressive sticker eyes), plus a collectible sticker and play mat 

Families attending CHITAG will have the opportunity to build alongside the Plus-Plus team, take home samples, and shop the collection directly on the show floor as part of the fair’s Wishlist 

Weekend®, which connects holiday shoppers with the season’s most-wanted toys both in person and online. 

"Plus-Plus is exactly the kind of product story CHITAG was built for," said Kate Brady, Product Development Manager at Plus-Plus USA "It's simple to explain, but you have to see a kid's face the moment they realize what they can build. That reaction is the whole reason we do this." 

Plus-Plus USA will be exhibiting both days at the Chicago Toy & Game Fair, November 7–8, 2026. Members of the media and content creators interested in scheduling an on-site interview, product demo, or interview with company leadership may contact Jasmine Trocchia at Jasmine@plus-plus.us. 

About Plus-Plus USA
Plus-Plus USA is the American division of Plus-Plus, a Danish toy brand built around a single, endlessly versatile building shape. Sustainably manufactured in Denmark using 100% renewable energy, Plus-Plus is designed to set play free — encouraging open-ended, screen-smart creativity for kids and kidults alike. Plus-Plus products are sold online at plusplususa.com and through retail and specialty partners across the United States. Learn more at plusplususa.com. 

About the Chicago Toy & Game Fair
The Chicago Toy & Game Fair (CHITAG) is North America's largest consumer toy and game fair, produced by People of Play, a division of The Toy Association. Held annually in Rosemont, Illinois, CHITAG connects families, inventors, and toy brands in a hands-on, consumer-facing environment during the height of holiday shopping season. Learn more at chitag.com.