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Carve Communications plans to hold its Carve-X product showcase inside the Javits Center during Toy Fair New York, Feb. 20-23, 2027. The apartment-style activation is designed for product demonstrations and media content, but the participating brand lineup has not been disclosed.
Carve Communications will bring its Carve-X media showcase inside the Javits Center during Toy Fair New York 2027, placing the activation at the venue for the first time. Scheduled for Feb. 20-23 in the Special Events (D-Hall) Lobby on Level 1, the showcase will give participating toy brands a setting to demonstrate products for reporters, influencers and content creators.
Carve-X will use an apartment-style layout with staged playrooms, bedrooms, outdoor areas and other settings intended to show products in use. Carve Communications says the New York setup will support hands-on demonstrations, photography, video, social media content and broadcast segments. The company describes the format as an alternative to presenting products only in conventional displays.
Brands can take part whether or not they also have a traditional booth elsewhere at Toy Fair. Carve Communications is offering sponsorship opportunities connected to the activation. The company has not yet announced which brands will participate in the 2027 showcase.
Credentialed reporters, producers and content creators can request appointments with Carve clients by emailing CarveX@CarveComms.com. Brands interested in participating or sponsoring can use the same address. Past Carve-X participants named in the announcement include Golden Bear, Red Toolbox, PLAYMOBIL and Ultra PRO; their prior involvement does not confirm participation in 2027.
A Media Showcase Inside Javits
Putting Carve-X inside the Javits Center gives participating brands a dedicated environment for product demonstrations during the toy trade show, with media and creator activity built into the format. For journalists and creators, the staged rooms are intended to make it easier to see products being used and to capture photo, video or broadcast material in one location.
The announcement also adds a new activation to Toy Fair’s 2027 plans. Greg Ahearn, president and CEO of The Toy Association, said the experience would add interactivity for members, attendees and media. The practical scale of that impact remains unknown: organizers have not provided a participating brand list, attendance figures or other measures of expected reach.
How Carve-X Is Set Up
Carve-X is a Carve Communications media experience in which products are placed in staged environments rather than kept behind packaging or on shelves. The company says the environments are designed to put products in view and ready for demonstrations and content creation. Toy Fair New York 2027 will be the first time the activation is located inside the Javits Center, according to the announcement.
The broader event will also include an expanded presence for The Toy Book x The Licensing Book, The Toy Insider and The Pop Insider, with further details expected in the months ahead. Editorial submissions for the 2027 edition of The BIG Toy Book are set to open in October. These are separate Toy Fair-related plans; the announcement does not specify how they will connect with Carve-X.
““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. Adding Carve-X to the floorplan furthers that mission, and we couldn’t be more excited to see our vision come to life.””
— David Barkoe, CEO and founder of Carve Communications
The 2027 Brand Lineup
Carve Communications has not disclosed the full list of brands taking part in Carve-X in 2027. The announcement also does not give expected attendance, the number of appointment slots, sponsorship details or the full floor plan. Previous participants are listed as examples of past involvement only, and no specific appointments or demonstrations have been confirmed publicly.
Appointments and Brand Details
Carve Communications says it will reveal the participating brands at a later date. Credentialed media and creators can contact CarveX@CarveComms.com to pre-register interest in appointments, while brands can use that address to ask about participation and sponsorship. Toy Fair New York 2027 and Carve-X are scheduled for Feb. 20-23, 2027, at the Javits Center.
Key Questions
When and where will Carve-X take place?
Carve-X is scheduled for Feb. 20-23, 2027, in the Special Events (D-Hall) Lobby on Level 1 of the Javits Center during Toy Fair New York.
What will visitors see at Carve-X?
Carve Communications says the activation will use an apartment-style setting with staged environments for product demonstrations, photography, video, social content and broadcast segments.
Which brands will participate?
The 2027 lineup has not been announced. Golden Bear, Red Toolbox, PLAYMOBIL and Ultra PRO are cited as past Carve-X participants, not as confirmed exhibitors for 2027.
Can a company participate without a Toy Fair booth?
Yes. The announcement says brands may participate in Carve-X whether or not they have a traditional Toy Fair booth. Carve Communications is also offering sponsorship opportunities.
How can media request an appointment?
Credentialed reporters, producers and content creators can email CarveX@CarveComms.com to pre-register interest in appointments with Carve clients during Toy Fair.
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