The annual trade event is expected to bring over 32,000 visitors, including 21,000 retailers, wholesalers, importers, buying groups and trade guests from nearly 100 countries.
Also exhibiting in the Javits Convention Center, will be over 1.100 companies including 285 first time exhibitors.
Organiser, the TIA estimates that over 100,000 new products will make their US debut throughout the show.
Carter Keithley, president of the TIA commented: "Toy Fairmarries the creative spirit of the industry with the business focus required to preview product, write orders and strike the next big deal."
The exhibition is divided into 12 product zones including a new Earth Friendly area, featuring green, eco-friendly, sustainable toys.
Reyne Rice, TIA toy trend specialist said: "This year, we are seeing more toys than ever before that incorporate multiple levels of play for a very attractive price.
"Toys are keeping kids engaged whether through physical activity, entertainment and empowerment. Families will be delighted with the fresh and fun choices they will find of the retail shelves this year."
Toy Fair 2010 will take place February 14-17, 2010