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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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