The annual show season can leave some of us longing for the relative comfort of the office. Based on his own experience – but also the invluable advice of others – Lewis Tyler gives some tips on how to survive the show with mind, body and reputation intact
Okay, so it’s not as if we had to consult Ray Mears in putting together this guide on how to survive Toy Fair. To him, the complaints of
worn out show-goers would sound like the wails of a privileged teen that didn’t get an iPad for Christmas. But still, show season is an affair that should not to be taken lightly. What we did do was ask a handful of Toy Fair regulars for their survival tips. The best policy, as one clever person put it, is to
124 February
remember the five Ps: “Proper Preparation and Planning prevents a Pitifully Poor Performance”.
PREPARATION Ultimately Olympia is a great place to do business, make new connections and discover new toys, but the potential pitfalls are many. Basically, if you don’t get your shit together in advance, you’re going to come unstuck. Sore feet, missed appointments, poor
nutrition, leaving your lucky socks at home, spending evenings alone and the besmirching of your carefully built reputation are just some of the possible perils of a three-day trade show, but almost all of them can be eliminated with a bit of the aforementioned proper preparation. Essentials are business
cards (you’re beyond help if you forget these), a deodorant which works, paracetamol, bottled
water, chewing gum and snacks. Use the provided map too – it's what it’s there for.
DRESS TO IMPRESS When it comes to attire, it’s all about options. At set-up time when the halls are empty, the air is adequately described as ‘very cold’, but later when everyone’s marching the halls the temperature rises, so pack your best deodorant and give yourself options in terms of layers.
Speaking of clothes,
apparently some people think ties, slacks and shiny shoes are important so if you’re intent on winning business then go for this look. Leave the jeans and unbuttoned shirt sans tie look to the buyers. Be crease-free and
presentable. This means you’ll either need to be an expert suitcase packer or hope your hotel room includes a Corby press and one of those tiny irons. Dudes, make sure to do