The American International Toy Fair, commonly referred to as simply Toy Fair even though there are other Toy Fairs, is a major annual event by the Toy Industry Association which offers toy companies a platform to show off their current and future products to peers and the press. The event takes place mid February in the Toy Center in New York City and is regularly used by companies to display their Fall line-up for later that year, while San Diego Comic-Con International is used to present the Spring line-up for the next year.

Mattel is a regular at Toy Fair. Ever After High was given its first stand at Toy Fair in 2014, which also was the first time the franchise had a stand at an event in the USA at all.


Though Ever After High was launched halfway 2013, well in time for a stand at San Diego Comic-Con International, it wasn't until American International Toy Fair over half a year later that the franchise was featured at an event in the USA. However, despite the build-up and the example of sister-franchise Monster High, the Ever After High display was limited. It comprised three public sections: one for 'Signature' dolls, one for Thronecoming dolls, and one for merchandise; and one backstage section.

The 'Signature' doll section contained ten dolls, nine of which the ones already out in store. The tenth, Cedar Wood, was the only future release shown. The Thronecoming section was an all-new display, if limited to only four dolls and their accessories, while the merchandise section featured both old and new merchandise, which were organized non-separately. As for the backstage section, it held little more, being only of interest for the second wave of Legacy Day dolls.

Date February 16-19
New display 'Signature - Rebels': Cedar Wood
Thronecoming: C.A. Cupid, Blondie Lockes, Raven Queen, Apple White
Legacy Day: Ashlynn Ella, Madeline Hatter, Cerise Hood
Old display 'Signature - Rebels': Hunter Huntsman, Madeline Hatter, Cerise Hood, C.A. Cupid, Raven Queen
'Signature - Royals': Ashlynn Ella, Briar Beauty, Blondie Lockes, Apple White
Merch display The Storybook of Legends
Bags: messenger bag, backpack
Clothes: Apple White-inspired skirt, Raven Queen-inspired skirt, white top with the franchise logo, white T-shirt with Apple and Raven
Jewelry: purple heart necklace, key necklace
Mirror-shaped makeup set
Purple diary with mirror cover
Nightstand mirror
Art book
Feather stylus
Raven Queen phone case

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