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Carve Communications will stage its Carve-X media-focused product showcase inside Toy Fair New York 2027 at the Javits Center for the first time, running Feb. 20-23 in the D-Hall Special Events Lobby. Brands can participate with or without a traditional booth; the 2027 lineup has not been announced.
Carve Communications will bring its Carve-X media-focused product showcase inside Toy Fair New York 2027, staging the activation within the Javits Center for the first time. According to an exclusive report from The Toy Book, Carve-X is scheduled to run Feb. 20-23, 2027 in the Special Events (D-Hall) Lobby on Level 1, giving toy brands a dedicated space to present products directly to media, influencers, and content creators.
The New York edition of Carve-X will use an apartment-style layout designed for hands-on demonstrations, photography, video, social content, and broadcast segments. Rather than placing products in traditional display cases, the setup moves them into staged playrooms, bedrooms, and outdoor environments intended to show them in use. Carve Communications describes the format as built for user-generated content, photo opportunities, and television coverage.
Toy companies can take part in Carve-X whether or not they have a traditional booth elsewhere at Toy Fair, according to the announcement. Carve is also offering sponsorship opportunities around the activation. Credentialed reporters, producers, and content creators seeking appointments with Carve clients can pre-register by email, and brands interested in participating or sponsoring can use the same contact address.
Carve has not yet revealed the full 2027 brand lineup. Previous Carve-X participants include Golden Bear, Red Toolbox, PLAYMOBIL, and Ultra PRO, according to The Toy Book.
Why the Javits Placement Matters
The move places a media-and-influencer activation directly on the Toy Fair floorplan rather than off-site, reflecting how toy marketing has shifted toward content creation and social media coverage alongside traditional buyer meetings. For brands — particularly smaller companies without a full booth — Carve-X offers a route to press exposure at the industry’s flagship U.S. trade event.
For The Toy Association, the addition supports its effort to make Toy Fair New York more interactive for attendees, buyers, distributors, and media, Greg Ahearn said in the announcement. It also gives journalists and creators a centralized location for product demonstrations, potentially increasing the volume of coverage emerging from the show.
Carve-X Format and Past Editions
Carve-X is a showcase produced by Carve Communications, a communications agency focused on the toy and family-entertainment sectors. The format departs from standard trade-show booths by placing products inside realistic staged environments — a setup Carve says keeps items accessible and camera-ready rather than sealed in packaging.
Prior editions have drawn participants including PLAYMOBIL, Golden Bear, Red Toolbox, and Ultra PRO. Toy Fair New York is organized by The Toy Association and held annually at the Javits Center. Separately, The Toy Book reported that its affiliated publications — The Toy Insider and The Pop Insider — will have a newly expanded presence at the 2027 show, with details to come, and that editorial submissions for the 2027 edition of The BIG Toy Book open in October.
“Integrating an immersive experience like Carve-X into Toy Fair just makes sense. Both organizations are aligned in making Toy Fair New York the most engaging event on the calendar for brands, buyers, distributors, media, and influencers.”
— David Barkoe, CEO and Founder of Carve Communications
Brand Lineup Still Unannounced
Carve Communications has not disclosed which brands will participate in the 2027 edition, so the scale of the activation remains unknown. Details about the expanded presence of The Toy Book’s affiliated publications at the show have also not been released. Descriptions of the experience — such as its suitability for viral content and broadcast segments — come from Carve executives and have not been independently demonstrated.
Registration and Show Preparations
Interested media, producers, and content creators can pre-register for appointments by emailing CarveX@CarveComms.com; brands can use the same address for participation and sponsorship inquiries. Additional details on the expanded publishing presence at Toy Fair are expected in the months ahead, and editorial submissions for The BIG Toy Book’s 2027 edition open in October. Carve-X runs during Toy Fair New York, Feb. 20-23, 2027.
Key Questions
When and where will Carve-X take place at Toy Fair New York 2027?
Carve-X is scheduled for Feb. 20-23, 2027, in the Special Events (D-Hall) Lobby on Level 1 of the Javits Center.
Can toy brands participate in Carve-X without a regular Toy Fair booth?
Yes. According to the announcement, companies can take part in Carve-X whether or not they have a traditional booth elsewhere at the show. Sponsorship opportunities are also available.
How can media and influencers book appointments at Carve-X?
Credentialed reporters, producers, and content creators can pre-register by emailing CarveX@CarveComms.com. Brands can use the same address for participation inquiries.
Which brands have participated in Carve-X before?
Previous participants include Golden Bear, Red Toolbox, PLAYMOBIL, and Ultra PRO, according to The Toy Book. The 2027 lineup has not yet been announced.
What makes Carve-X different from a standard trade-show booth?
Per Carve Communications, products are displayed in staged apartment-style environments — playrooms, bedrooms, and outdoor areas — rather than behind packaging, allowing hands-on demonstrations and content filming for media, social platforms, and broadcast.
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