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Behind The Scenes At ToyFair
February 1, 2003
7.
T.D: ToyDirectory is new to hosting TIA's T.O.T.Y. (Toy Of
The Year) Awards voting. Do your awards affect manufacturer strategies
in presenting their products at Toy Fair?
T.B:
This was the first year we worked with ToyDirectory.com to invite
toy retailers to vote for the People's Choice Award, as part of
the T.O.T.Y. Awards program. This was one of several ways utilized
to reach retailers and to expand participation in the program.
Regarding the Awards and how they affect manufacturers' marketing
strategies during TOY FAIR, we are seeing more and more nominees
and winners including the T.O.T.Y. Awards logo and mention in
marketing materials. While this is only the third year of the
program, the industry and public alike are gaining awareness of
this industry award, and it is gaining acceptance as the industry's
own "seal of approval."
During TOY FAIR, TIA offers T.O.T.Y. Award winners a sign to promote
this achievement, to be displayed in booths and/or showrooms during
the show. In addition, TIA has created a merchandising program,
which allows T.O.T.Y. Award nominees and winners to utilize the
logo and/or award mentions on packaging and/or marketing materials.
8.
T.D: How can you characterize the results of being nominated
or elected as a T.O.T.Y. (Toy Of The Year) Award?
T.B: The purpose of the T.O.T.Y. Awards is to create the
most inclusive program in the toy industry, with representatives
from the entire industry participating to salute the success,
creativity and playful spirit of the toy industry. These awards
are fast becoming the most prestigious acknowledgement within
the children's entertainment industry; our intent is to expand
the awareness and reputation to include consumers as well.
9.
T.D: Do you have any figures on the amount of orders that
are placed during Toy Fair?
L.G:
We really have no way of tracking closed transactions between
exhibitors and buyers. And, of course, while many exhibitors do
write orders at the show (which we know from the post-show surveys
that we do of exhibitors), others are showing their product for
the first time and may not actually write the order until they
have met with the smaller buyers one or more additional times
later in the year. But because we have a better than 80% exhibitor
return rate each year, it is clear that the vast majority of exhibitors
are meeting their objectives at Toy Fair - otherwise, they wouldn't
come back!
For
ongoing information about TIA's efforts to support the industry,
visit www.toy-tia.org.
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