Fewer members of the UK toy industry still make the trip across the pond to visit the US Toy Fair. Lewis Tyler asks the TIA’s Marian Bossard why more people should head Stateside
WHEN IT comes to show season, many of the top global players save their best products until last: New York Toy Fair – the final event in the trade fair calendar.
It’s a bit of a no brainer
really. Most of the biggest toy companies are from the United States and North America is the world’s biggest consumer market for toys, so it makes sense to reveal those big lines on home turf.
But despite the big lines and the excitement and the allure of the Big Apple, the New York Toy Fair – once an essential date in the diaries of UK toy people – has wavered to competition from other shows. But now its organisers are looking to tempt visitors of old back, particularly those from the UK and Europe. “When I was a child we had a tongue twister
‘unique New York’,” explains Mariain Bossard vice president meetings and events, at the US Toy Industry Association. “And that’s what we are.
We are unique, but in the last 25 years or so we’ve learned to share the stage with the other great shows around the world like Nuremberg and Hong Kong. “But I think the ‘unique
New York’ nature of this show is starting to become apparent again.”
Although the TIA has
recently seen a boost in international visitors to US Toy Fair, it is now focused
on winning back friends from the UK. Bossard explains that,
while shows close to home are more convenient, New York still has a lot to offer: “We want people to
reconsider and come where they used to go 25 years ago because it was the event – we still think we are. How do we change that perception that close is not enough?”
FACTFILE
1. 110th show 2. Takes place between February 10th and 13th at the Javits Center 3. Over 1,000 exhibitors 4. Over 250 new exhibitors 5. Over 100,000 toys and products
HERE’S A FEW GOOD TOY-RELATED REASONS FOR YOU TO BOOK THAT TICKET TO NEW YORK 1 ‘UNIQUE NEW YORK’
2 IT’S BIG
n The TIA is proud of its nurturing nature and how it helps small exhibitors and also new ones (250 at this year’s show) get their foot in the toy industry’s door.
n Bossard comments: “While we are appreciative of the global brands which are our anchors, the show would be far less appealing if it weren’t for those other – almost 1,000 companies – which are lesser known on a global basis.”
n Everything is bigger in America and that adage is also true of US toy industry.
n Bossard says the show is ideal if you’re a buyer looking for big lines, or if you’re a supplier with a line which you think is made for the US market.
n “For our members it isn’t enough that this is the biggest consuming market for toys. They need more. So does everyone sell- ing toys and youth product around the world. So why would you not seek lucrative dis- tribution in this market?”
n “We are look- ing for ways to pro-
vide those companies bringing product to the US with help and knowledge about the market.”
72 February 3 AMERICAN DREAM
n Hamburgers and fries, Route 66, the Statue of Liberty – if you’re an American dreamer and you also love toys, then the US Toy Fair is the place to be.
n Suppliers like NECA and Diamond Select Toys produce a plethora of action figures and toys emanating from US comic books, cult fiction and computer games – all on show in the Pop Stop.
n “We’ve re-branded what used to call Urban Bizarre to the ‘Pop Stop’, because there is a constant flow of pop culture inspired and themed product. You won’t see the same thing two years in a row.”
n “The categories people are searching for are action fig- ures. This area is getting stronger.”
4 HISTORY
n When it comes to history you simply can’t beat the US Toy Fair, which has seen the launch of many legendary toys.
n The famous compound known as Silly Putty was officially unveiled at the US Toy Fair in 1950. Since then more than 300 million eggs of Silly Putty have been sold.
n Mr Potato Head, originally a set of plastic accessories which were pinned on to real potatoes, was first shown at Toy Fair in 1952.
n Barbie was introduced in 1959 by Ruth and Elliot Handler, founders of Mattel Toys. A brunette Barbie wore a black and white swimsuit.
n 1984 saw the launch of the now billion-dollar bot brand Transformers.