If there's one event that makes me feel like a kid every single summer, it's The Toy Insider's Sweet Suite. I've been attending this fabulous soireé of play since 2017, and this year's event certainly didn't disappoint. The Toy Insider knows play and this event highlights the industry's newest, best and most exciting toys, collectibles, dolls, and more. Read on for a recap or just scroll through to rediscover your childhood love of play!
On July 8, 2026, I joined hundreds of fellow content creators, media members, influencers, and toy industry professionals at The Glasshouse in New York City for Sweet Suite '26, one of the year's biggest toy preview events. Hosted by The Toy Insider, Sweet Suite gives attendees an exclusive first look at the newest toys, games, collectibles, tech, outdoor fun, and family entertainment headed to store shelves for the upcoming holiday season.
As someone who has been reviewing toys and family products for years, this event is always one of the highlights of my summer. It's an opportunity to discover innovative products before they're released, speak directly with the people who created them, and see firsthand where the toy industry is heading. I also enjoy meeting and reuniting with my fellow toy content creators and PR friends (in person!).
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| Squishy Tushy, Insta Snap Camera, Hello Kitty Lincoln Logs |
A Toy Lover's Dream
Walking into The Glasshouse felt like stepping into one giant interactive playground. Every corner of the venue was packed with colorful displays, hands-on demonstrations and enthusiastic brand representatives eager to showcase their newest releases. There was a Tamagotchi-shaped cotton candy booth, a TikTok NYC subway photo op, a Butter Luvs ball pit, larger than life balloon sculptures, character meet and greets, delicious food and drinks, and so much more.
Rather than simply looking at products behind glass, attendees were encouraged to play, test, build, race, create, and experience the toys exactly as kids will. From classic board games receiving exciting updates to cutting-edge interactive technology, there was truly something for every age and interest.
Trends That Stood Out
One of my favorite parts of attending Sweet Suite each year is spotting the trends that will shape the holiday shopping season. This year, I noticed several themes appearing across many different brands:
- Interactive collectibles with digital and AI components (StickerBox was amazing!)
- Creative STEM and educational play (BigBlueMarble, SMART Games & Toys)
- Family games designed for multigenerational fun (Hitster, Hitster Bingo)
- Nostalgic brands making exciting comebacks (Popples and My Pet Monster to name a few)
- Screen-free imaginative play (Cheerylane from Melissa & Doug, BRIO Flora
- Musical and artistic toys (LoopsLab, Crayola)
- Collectibles and Blind Boxes/Bags (Momiji Message Dolls, Monboo, Peekimo, Onezzz)
- Plush characters, some with interactive features (Squishmallows, Elmo, Gabby Fur Real Tiger)
- Licensed toys inspired by today's biggest entertainment franchises (Minecraft, Sonic, Nintendo, KPOP Demon Hunters)
It's always fascinating to see how manufacturers continue blending creativity, technology, and classic play into products that appeal to today's kids while still capturing a sense of nostalgia for parents.
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| NeeDoh Dr. Pepper Nice Cube, Squishmallows from Jazwares, Momiji Message Dolls, TOMY |
Meeting the Brands Behind the Toys
One of the biggest advantages of attending Sweet Suite isn't just seeing the toys, it's meeting the people who design, market, and truly believe in them. I had the opportunity to chat with representatives from many well-known toy companies, learn the stories behind upcoming releases, and hear what inspired some of this year's newest products. Those conversations always add another layer to the reviews I'll be sharing in the coming months. It's especially exciting for me to meet the creators of some of these toys (like Squishy Tushy) and the legends behind the brand name (hello, Crazy Aaron!).
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| (L-R) Michele from KidCongeniality, Rachel from Playwise Partners, Debbie (The Jersey Momma) |
What's Coming Next
If you follow The Jersey Momma, you're going to be seeing many of the products featured at Sweet Suite on my website and social media throughout the rest of the year. I'll be sharing:
- In-depth toy reviews
- Holiday gift guides
- Family game recommendations
- Hands-on demonstrations
- Favorite picks by age group
- Must-have holiday toys
There were so many standout products that it's impossible to cover everything in one post, so consider this just the beginning! Also, be on the lookout for my Ultimate Holiday Gift Guide, which I publish every November. This guide features items hand-picked by yours truly, NOT product placement, NOT paid endorsements or ads. If I don't love the product, it's NOT going to be featured in my guide. If I didn't see it or sample it myself, it's NOT going to be in my guide. I only choose products that I love and highly recommend, so definitely check it out.
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| StickiMates from StickiRolls, USA 250 Fuggler, Disney ADOORBs Doll Maleficent |
Thank You, Toy Insider!
A huge thank you to The Toy Insider for hosting another fantastic Sweet Suite event. The organization, energy, and creativity that go into bringing so many incredible brands together under one roof is truly impressive. It's always inspiring to reconnect with familiar faces, meet new creators, and spend a day celebrating the importance of play. I left with pages of notes, plenty of exciting ideas, and more than enough inspiration for upcoming reviews and gift guides.
Stay tuned, because holiday toy season officially starts now!
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