Celebrating 100 Years Of Making Toys
By Beth
Michaels
December 1, 2002
Marking
its 100th anniversary next year, Toy Fair will break the current
Guinness World Record for “Most Participants in a Ribbon-Cutting
Ceremony” at its show opening event on Sunday morning, February
16.
With more than
15,000 buyers and 1,500 toy manufacturers, distributors, importers
and sales agents attending what will they see during the four-day
gathering?
Showcases of
toys for all ages, from classic to interactive, to holiday themed
items, to playground equipment or video games.
“A preview
of new toys for the upcoming season in hopes of discovering the
new hot toy,” says Kelli Biedenbach, president of The Cat’s
Meow, a small infants to ‘tweens retailer out of Cedar Rapids,
Iowa. Selling educational and specialty toys, Kelli adds that attending
the annual fair helps her company gain insight into changes in the
toy market and gives her ideas for new products and events. A representative
of The Cat’s Meow has attended Toy Fair for each of the 25
years the business has been in existence.
Large
retailers benefit for similar reasons. Eighty-year-old KB Toys is
the nation’s largest combined mall-based and online specialty
toy retailer and the nations second largest pure toy retailer, reports
John Reilly, Director for Sales Promotion & Public Relations.
John
says KB Toy’s biggest gain from attending the fair is to evaluate
upcoming buys and take the pulse of trends and the industry. “Our
buyers begin seeing new product lines for the upcoming year as early
as the summer. Toy Fair is often the second or third time our buyers
are seeing products.”
JAKKS
Pacific, Inc., which ranks as one of the top five U.S. toy companies
in the nation, has attended Toy Fair every year since the company
was founded in 1995. With a showroom in the International Toy Center
at 200 5th Avenue, Genna Goldberg, Director of Corporate Communications,
says, “We spend much of the year conceptualizing what our
showroom will look like, and with over 4,500 products, it is always
a challenge to discover new, interesting and effective ways of highlighting
our product lines.”
JAKKS
Pacific introduces many of their products through creating thematic
environments. For instance, one room takes you to a World Wrestling
Entertainment backstage event, while another gives you an interactive
Nickelodeon wonderland displaying their top-selling line of Nickelodeon
compounds. The company also has product demonstrations in each room,
hosts several special presentations for various groups, and throws
occasional private industry parties for their customers.
Besides showing off their new products, the biggest plus for manufactures
like JAKKS Pacific to attend is gaining new business from all over
the world. “Toy Fair marks the biggest selling season of the
year. [It] is the pinnacle event for us to showcase our entire line
to all of our customers worldwide,” explains Goldberg.”
All exhibit
sites are located in New York City’s Jacob K. Javits Convention
Center, in addition to local area showrooms in the Toy District
area.
For
more information: toy-tia.org/AITF
RELATED
LINKS:
ToyFair: Toy Fair: Postcards
from the Big Top
Side Bar: Tips on how to Maximize
your Time
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