The 33-year-old singer kicked off the largest toy show ever held in North America, with 30,000 attendees from 100 countries expected to view the hundreds of thousands of toys and games.
The Girl On Fire singer was edgy and styling in a black and brown leather jacket over a black turtleneck top, teamed with black jeans, and black trainers.
Kick off: The New York Toy Fair got off on the right foot - with an opening headlined by none other than Alicia Keys
A main event! The 111th American International
Toy Fair - where new games and toys are introduced to the public - is
being held at the Jacob K. Javits Convention Center in New York this
week
Her hair was thick and voluminous.
Alicia also executed the ribbon cutting ceremony and then held a press conference on the interactive children's app she co-created, entitled The Journals of Mama Mae & LeeLee.
It is a work of storytelling that aims to help children develop the courage to stand up to and prevent bullying.
The project is a partner of PACER's National Bullying Prevention Center.
Massive proportions: The 33-year-old singer
kicked off the largest toy show ever held in North America, with 30,000
attendees from 100 countries expected to view the hundreds of thousands
of toys and games
The second volume has been released - entitled Mookey! and features Alicia's music. Not pictured was her three-year-old son, Egypt, with husband Swizz Beatz - who probably would enjoy the toy fair very much.
Alicia has discussed how raising a son has made her more of a feminist.
'I am honoured to be raising a son and to be the example [for him] of what a woman is, should be or can be - I find that to be a really powerful position,' she told WonderWall earlier this month.
Edgy chic: The Girl On Fire singer wore a black
and brown leather jacket over a black turtleneck top, teamed with black
jeans, and black trainers
Beautiful brunette: Her hair was thick and voluminous
'My
mother was an absolute self-pronounced feminist. I think I have that
same desire to uplift the female race, so to be able to raise a man who
can also uplift and respect women in the world is a really big honour.' Becoming a mother has entirely changed her worldview.
'Things become so much more poignant and so much more real to you,' the Empire State Of Mind singer said. 'I've always been empathetic.
New endeavours: Alicia held a press conference
on the interactive children's app she co-created, entitled The Journals
of Mama Mae & LeeLee
A good cause: The app is a work of storytelling
that aims to help children develop the courage to stand up to and
prevent bullying
'I've
always been a compassionate human being who sees people in struggle and
wants to supply a friendly ear, conversation, assistance, love, a
voice, something.
'[But] the things that are going on in the world, you feel them more closely knowing that your son or daughter has to go out in that world and win or function or have a positive outcome. So it really does change things so much.'
This year, the If I Ain't Got You singer won a Grammy Award - her 15th win - for Best R&B Album, beating out John Legend, Faith Evans, Chrisette Michele, and TGT.
As for the toy fair, the Mookey wasn't the only new game or toy introduced at the annual event.
'[But] the things that are going on in the world, you feel them more closely knowing that your son or daughter has to go out in that world and win or function or have a positive outcome. So it really does change things so much.'
This year, the If I Ain't Got You singer won a Grammy Award - her 15th win - for Best R&B Album, beating out John Legend, Faith Evans, Chrisette Michele, and TGT.
As for the toy fair, the Mookey wasn't the only new game or toy introduced at the annual event.
The vampire craze meets dolls! Other new toys
introduced at the fair include the Monster High Frights Camera Action
doll, displayed at the Mattel booth
Always a best seller: The Spider=Man Web Swing Drop-Out Play set by Hot Wheels was also on display at the fair
For the mystical child: Hasbro unveiled a new My Little Pony princess creature called Twilight Sparkle pony
Doll maker Mattel unveiled a pretty scary doll modeled on the recent vampire craze.
She's called the Monster High Frights Camera Action doll and features a Bratz-type face with vampire fangs. Naturally, the doll is sold with chic clothing accessories.
Hot Wheels also brought back Spider-Man, but with a twist. The red-and-blue costumed crime fighter is being paired with a nifty miniature play set, which is sure to attract boys under 10, especially with the new Amazing Spider Man 2 soon to be released.
Hasbro also trotted out a new My Little Pony creature, a pretty princess pony called Twilight Sparkle.
Motherhood: Alicia has a three-year-old son, Egypt, with her husband Swizz Beatz
Glamorous: Alicia pictured at the 2014 Grammy Awards, where she won an award for Best R&B Album
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