Play AND business T
oy Fair is the third stop on the toy- buying circuit that starts in Asia in January, moves to Europe a few weeks later, and continues to North America shortly thereafter. Though long-lead buyers started their process months earlier at TIA’s Fall Toy Preview, held
each October in Dallas, the globe-trotting schedule at the beginning of the year is gruelling. Yet an ever- expanding audience of buyers, exhibitors, licensors, entertainment executives and media representatives is flocking to New York City in mid-February for Toy Fair; overall participation increased 2% from 2011 to 2012 and international participation was up 5%. Toy Fair’s appeal is as varied as those who attend:
networking, order writing, formal education programs, and more. Even the casual stroll through the aisles can lead to the discovery of a hot new product or licensing opportunity.
What does 2013 have in store? In terms of attendance, TIA expects to connect nearly 1,100 toy sellers with an expected 10 000+ forward- looking and fast-acting retailers from 6 000 retail outlets in more than 100 countries to attend this year’s show, being held 10-13 February 2013. Toy Fair also provides a vital component of
TIA’s annual ‘Knowledge Network’ educational programming. Content Connection is a brand-new, two-day (10-11 February) programme of interactive and research-driven sessions led by licensing experts. Building upon a well-received curriculum from 2012, topics to be covered include: opportunities for traditional and e-enhanced toy manufacturers and designers, pre-school market research, demographic trends, media use and retail infrastructure in youth markets around the world, basic concepts and best practices for licensing brands and properties, and more.
The 7th Annual Digital Kids Conference will also take place at Toy Fair on 12-13 February. Presented by Engage Digital Media, this two-day event will bring youth-focused digital media executives, brand owners and licensors together to learn critical information about engaging children online and through digital devices. Whether from a focused start-up or a top Fortune company, participants will benefit from valuable market insights on product development, establishing successful online and mobile revenue generation strategies, and leveraging the social media best practices. Buyers on the lookout for the latest trends will be scouring aisles filled with a diverse assortment of inspiring products – including classic toys and games, tech toys, arts and crafts, hobby products and accessories, dolls and plush, stationery and party items – to find the perfect playthings to attract attention on their store shelves. Thirteen ‘Product Zones’ help to focus the shopping experience and
112 Toyworld
make the show floor more efficient for buyers. Zones include arts and crafts; board games, online games and puzzles; children’s books and music; dolls and soft toys; earth-friendly; educational toys and games, science and discovery kits; infant and preschool toys and accessories; outdoor toys and sporting goods; hobby and accessories; tech toys, interactive gaming and robotics.
What will the buyers see? A sneak peek into TIA’s Toy Fair trend tracking report reveals an increasing number of toys and games geared toward the tween/teen market. Supporting the expansion of product in the teen/
tween demographic, there also are an increasing number of licensed toys and games that engage older kids and adults who may be attracted to items based on favourite television shows, pop culture icons or apps. Capturing a staggering 26% of total industry sales in 2011, licensed products are also holding steady, if not increasing, in popularity. Several classic brands will be introduced to new
generations in 2013 as Dr Who and The Avengers celebrate their 50th anniversaries; Cabbage Patch Dolls, Fraggle Rock and My Little Pony each turn 30; and the Power Rangers turn 20. Disney will have Planes, a major straight-to-DVD release with a jet-propelled marketing push. More movie magic will come from the much anticipated releases of
Predictions indicate that worldwide toy and game sales will rise to almost $95b by 2016, marking an unprecedented 22% increase for the toy industry. In preparation, businesses around the globe are looking for new ways to grow their supplier and distribution networks so they can tap into emerging opportunities. The Toy Industry Association’s (TIA) American International Toy Fair has become an important destination to foster business growth.
The Hobbit 2, Superman – Man of Steel, Smurfs and Monsters University, all of which will spark a host of wonderful licensed toys to prolong the fun for the audience. TIA’s trend experts are also expecting to see a high
volume of smaller, compact toys that are perfect for on-the-go play, food-themed playthings that will encourage and inspire little chefs, an expansion of technology into augmented reality products, and a resurgence of retro, nostalgic and classic toys. The full roster of trends for 2013 will be revealed to the media on the second day of Toy Fair. Press from around the globe attend the show and work with the Toy Fair trends team to identify top product and trends and report on them throughout the year.
Making connections at Toy Fair Toy Fair provides a terrific opportunity for manufacturers to gain exposure for their products, for retailers to find the newest and latest craze for their store shelves, and for licensing and entertainment executives to find the next top brand or license. “The trifecta of brand owners, manufacturers/
distributors and retailers makes Toy Fair a great meeting place for the toy and licensing industries,” said Marian Bossard, TIA’s vice president of meetings and events. “The deal-making possibilities are enhanced because all three are present. We look forward to welcoming everyone to New York City in February.”
Toy Fair 2013 will be held at the Jacob Javits Convention Center in New York City from 10-13 February 2013. For complete details on registering, exhibitor listings, educational seminars, hotel reservations, or to learn more about Toy Fair, visit
www.ToyFairNY.com.
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