PPenny Psikalis:enny Psikalis:
vice president and
show manager
Art Buyer spoke to Penny about what we can expect to
see at this year’s show.
There are a lot of licensing trade What has changed within the What are you looking forward to at
shows – what makes Surtex so
industry in the past few years? this year’s show?
special?
“The industry is getting stronger, and those “We’re looking forward to a strong show.
“Surtex is the only trade show that features involved in art licensing are getting smarter Businesses that off er new, exciting product
original art and design for all product and more creative. We’ve seen exhibitors are faring best in this tough economic climate
categories – from textiles to wall coverings, expand their off erings across multiple product – and where else but Surtex does product
to tabletop, giftware and personal care, to categories – including categories that are fairly development begin? Every smart art buyer
stationery, paper products, toys and more – new, such as the growing digital world. Other and licensee should be at Surtex to capture the
rather than a select product sector as other sectors that have seen recent growth include most innovative design – to translate it into the
shows do. An art buyer and/or licensee can paper, scrapbooking, publishing and quilts. And most saleable product.
come to Surtex and fi nd a plethora of styles whereas the textiles sector has been declining For me personally, I’m always excited to see
from the most avant-garde artwork to the over the past six to eight years, we’re seeing the great talent every year, and wonderful
most traditional, suiting a wide range of it come back to life with licensing becoming creative artwork. It’s inspiring on many levels,
product development needs. Thousands of a more common form of business. We’re also including the ongoing desire to make Surtex
artists, designers, properties and images can seeing more licensors presenting their artwork better year after year.”
be seen at Surtex – conveniently under one in product mock-ups, rather than strictly two-
roof. Exhibitors enjoy Surtex, saying it’s the dimensional.”
What advice would you give to
most important trade venue for them – where
a fi rst-time visitor who wants to
they meet and do business with the greatest
What improvements have been
make the most of the show?
concentration of customers in three short
made to this years show?
days. The show’s collocation with the National
“Research, research, research! First-time
Stationery Show and the ICFF also guarantees a
“This year’s show will be remarkably diff erent
exhibitors should do as much research as
solid attendee base as well as an opportunity to
because we’ve fi nally been able to situate
possible, and talk to as many other artists as
develop new business relationships.” Surtex all on one fl oor (rather than divided
possible. Be a sponge and take everything in,
into two halls) – on the main level of the
as all will be helpful once on site at the show.
Why do you think there is such
Javits Center, directly adjacent to the National
Carefully read the show’s website: www.surtex.
a strong demand for licensed
Stationery Show and directly above the ICFF.
com to learn about the numerous marketing
product, particularly in the current
The shift to Hall 3A is a tremendous benefi t
opportunities available, how to make the
economic climate?
for all participants, making the show easy
most of your booth display, how to arrange
to navigate for attendees, while providing
cost-eff ective hotel and travel, and more.
straightforward access from both related
“Licensed product is here to stay. Licensing
There’s much to know, but it is also a learning
shows. In addition, we’ve added a new section
is a viable way of doing business, and it also
process. Gear up, be smart, and be open to
for emerging talent, called ‘designext’ where
provides certain guarantees and attributes to
a world of opportunities. Lastly, do not set
about a dozen up-and-comers – new designers
the seller and end-user.”
high expectations – it takes several shows to
and students – will be situated.”
maximize one’s return.”
9
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