 |
Behind The Scenes At ToyFair
February 1, 2003
With
TOYFAIR 2003 gearing up at the Javits Convention Center in
New York City (Feb.16-19), ToyDirectory spoke to Vice President
of Marketing for the Toy Industry Association (TIA), Laura Greene,
and Vice President of Communications for TIA, Terri Bartlett, for
some insider commentary on industry trends and strategies, and an
exclusive peek at some of the highlights of TOYFAIR 2003.
1. ToyDirectory: In a nutshell, what can TIA do in the short
term to help the Toy Industry recover from the sluggish season we've
just experienced?
Terri
Bartlett: Whether we're looking short or long-term, TIA's
mission is to promote the toy industry's growth globally, to ensure
the industry's right to market and manufacture fun, educational
and safe products to all ages in a free and fair manner, and in
so doing, support the positive development of children.
As we prepare for the 100th anniversary of TOY FAIR, TIA will
be introducing a number of once-in-a-lifetime programs to generate
added attention during the show in February. We're excited to
report that local, national and international media outlets are
showing heightened interest in covering the show, with segments
already confirmed. Because of this early response, we're expecting
the most successfully publicized show in the history of TOY FAIR.
After all, it's not every day you celebrate a 100th birthday.
TIA
is working closely with TOY FAIR exhibitors to capitalize on this
interest, and to provide outlets to preview new and existing toys
offered during the show. With this expanded coverage, we expect
to see more activity at the retail level during and after the show.
2. T.D: What about long term strategies? Are there trends
in the industry that cause you concern?
T.B:
Perhaps the most comprehensive long-term strategy TIA has developed
to enhance results throughout the North American toy industry,
is the new trade show calendar announced in October. The plan
includes a four-pronged proposal, of which two elements are already
under way and two need further research. First, TIA will work
to offer a new early mass-market show in October; second, we will
introduce some enhancements for the February TOY FAIR. Still in
development are the possibility of working with the Western Toy
and Hobby Reps Association on their Pomona Show for the West Coast
specialty market, and, a new Mass-Market Spring/Summer show. The
overriding objective of this new format is to service our customers-namely
the retailers--by helping them deliver toys to the marketplace
more effectively.
One of the most challenging - and ongoing - trends in our industry
is the disproportionate amount of toys sold in fourth quarter,
and our continual efforts to spread consumer toy buying more evenly
throughout the year. TIA is helping to counteract this trend through
a number of new and expanded programs, to be announced during
TOY FAIR and throughout the year. For instance, during the show
many exhibitors and attendees use the Conference Program to expand
their knowledge of the toy industry, to learn more about licensing,
production, marketing and the like, to enhance their bottom line.
(Click here
for more information about the TOY FAIR Conference Program, including
registration and fees.)
3.T.D:
Have the changing Toy Fair attendance figures among retailers and
manufacturers influenced TIA's decision to inaugurate the Early
Mass Market Show in October?
Laura
Greene: When TIA took over the additional space at the Javits
Center in 2000 in order to accommodate the Toy Fair exhibitor
wait-list, both the attendee and exhibitor numbers increased greatly.
In 2002, however, they were down about 10% due to the aftermath
of 9/11. Right now, we see these numbers rising as the nation
struggles to climb out of a recessionary economy. In fact, Toy
Fair 2003 is already larger than 2002 in terms of exhibit space,
and we've had a very strong buyer pre-registration.
The reasons for the launch of the mass market show in October
are not related to any changes at February Toy Fair. Rather, the
October show responds to the expressed needs of the mass market
retailers - that in order for them to service their vast numbers
of stores, they need to move up their buying schedules and gain
additional time to meet their volume and production demands. These
retailers have asked TIA to help them do that by implementing
a new trade show calendar for the industry. And that is what we
are attempting to do.
Page
2 | Page 3
|
|
