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Behind The Scenes At ToyFair
February 1, 2003
4.
T.D: Will the Early Mass Market Show (EMMS) be presented
in the same manner as Toy Fair?
L.G:
No, these are quite different events. As you know, February Toy
Fair is a multi-location and multi-format show. We have about
1,200 companies exhibiting in temporary booths at the Javits Center,
and another several hundred showing in permanent showrooms in
several buildings in the Toy District across town. The October
early Mass Market Show (and by the way, that is still only a working
title; we'll be announcing an official name at Toy Fair in a few
weeks!), will be a showroom-based show primarily in the International
Toy Center, with whom we are working closely. For those few manufacturers
who need to exhibit at this event but do not have Toy District-based
showrooms, TIA will be leasing space in the ITC and will sublease
that space so these manufacturers can set up temporary displays.
5. T.D: Will the EMMS have the same exhibitors and attendees?
L.G: Based on feedback from mass-market retailers with
whom TIA has met, there are approximately 40 to 50 key manufacturers
who sell to them. The majority of the exhibitors at the October
show will be based on input from the retailers. So, the core group
are the mass market retailers and their existing vendors. Many
of these exhibitors and retailers will still continue to attend
February Toy Fair. The big retailers have told us that by completing
a large portion of their programs in the fall, they will be better
able to focus on smaller manufacturers in February. Though they
hope to complete the majority of their programs in the fall, the
balance won't be sorted out until February. That is when they
will be able to spend time with smaller manufacturers.
6.
T.D: How will the Specialty market benefit from a more tightly
focused Toy Fair?
L.G:
The primary advantage that we see right now for February Toy Fair
exhibitors is that the mass-retailers will be able to pay more
attention to them, and will have more time available for seeking
out those unique, new products that require a bit more research
to uncover. By the time these buyers arrive at Toy Fair in February,
they will have completed the majority of their programs and they
will be concentrating on the smaller, less known manufacturers
who may have creative and innovative products and can meet the
balance of their needs. February will remain the right time for
these exhibitors to meet the mass-retailers.
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