Ty Inc. – New York Toy Fair 2025
- 50ft x 55ft + 20ft x 50ft – Crystal Palace
At Toy Fair 2025, Ty Inc. transformed the show floor at the Javits Center in New York City into a destination that reflected the playful personality of its Beanie Bouncers while delivering a powerful brand message to buyers. Working closely with Crossroads Exhibits and Events, Ty set out to create an experience that invited interaction, sparked excitement, and made a lasting impression from every angle.
Brand Immersion
Entering the World of Ty
The experience began the moment attendees entered the exhibit hall, immediately captivated by the 50 by 55-foot island booth and a 20 by 50-foot inline booth positioned directly across from each other, creating a gauntlet that fully immersed visitors in the Ty-branded world. A large 10 by 18-foot LED wall broadcast the Ty message from outside the space while bringing characters to life in bold, vibrant motion. Overhead, four rotating backlit cube signs added dynamic movement, while glowing heart logos and sleek SEG panels reinforced a polished, modern aesthetic unmistakably Ty.
At the front of the booth, hands-on Beanie Bouncer games invited visitors to stop, play, and connect directly with the product. Throughout the space, over 10,000 Beanie Plush toys were strategically positioned, infusing playful energy and reinforcing the brand’s iconic characters. Every element of the layout and flow was carefully designed to maintain high energy and maximize engagement, delivering an unforgettable, fully immersive experience.
Total Immersion
Transforming the Crystal Palace
Beyond the booths, Ty’s presence extended throughout the Crystal Palace. With nearly 90 percent of the air, floor, and door rights secured, Crossroads orchestrated the placement of more than 40 hanging banners and window clings across halls, entryways, and the main staircase. Each element was strategically positioned to spotlight new products while maintaining the integrity of existing lines, creating a cohesive brand takeover that could not be missed.
The result was a Toy Fair experience that blended playfulness with purpose. Buyers were drawn in, products were remembered, and Ty’s brand presence stood out across the entire venue, all brought together through Crossroads’ thoughtful design, execution, and strategic leadership.