in New York Breaking with a long-held tradition, the 118th edition of Toy Fair New York next year will take place at the Javits Center from September 30 to October 3 instead of its traditional February timeframe. “With the dates now set, businesses have ample time to plan for what is sure to be an exceptional and much-anticipated show,” noted Kimberly Carcone, The Toy Association’s senior vice president of global market events.
aspect of Toy Fair – from timing and location to in-show experiences and content, to the Toy Fair brand itself. The agency completed a comprehensive brand audit and held multiple focus groups of exhibitors, retailers, and attendees, which was presented to the board of directors of The Toy Association. It was clear that “change” or “evolution” was simply not enough. With the insight gathered from member surveys, interviews, and research work from both mdg and the Trade Show Committee, the board discussed what the ideal timing of the event would be, and a fall timeline had broad consensus.
What issues had the most influence?
In a recent interview, Kim explained why the change came about and how it benefits the industry.
Was the date change an idea that had been percolating for a while? KC: It was clear several years ago that the February timing of Toy Fair New York was no longer right for many in the industry. We decided to launch a Toy Fair Reimagination project to reflect on the show’s future and ensure it remained relevant to a host of different audiences. We worked with mdg, experts in the trade show and association space, to look at every
A confluence of factors brought us to this shift in timing to fall. The development and selling-in calendars of our members and exhibitors, together with retail buying cycles, has progressively shifted earlier, putting great pressure on February as a viable time for the majority of these sectors. Though it feels like – and it is – a big change for the industry, our board’s goal is to help the greatest number of members successfully grow their businesses as retailers seek increased lead times for buying decisions. Late September through mid-October, making certain to avoid key holidays, becomes the most viable window between summer vacation season and the vital year-end holiday selling season for companies. Fall also offers companies a perfect opportunity to exhibit holiday drivers in front of media covering holiday trends, toys, and play. It’s the time of year when toys are top-ofmind for consumers as the holidays draw near. The fall dates are perfect for generating toy stories and timely product exposure – it will ultimately help drive sales.
Finally, fall is a powerful time for entertainment companies to promote content in advance of fourth quarter activity.
So it will have a positive impact on buyers.
The fall timing aligns with longer lead-time requirements for retailers’ purchasing cycles – longer design lead-times to increase play value in products and experiences, and longer lead-times in production and supply chain sourcing. A fall show aligns inperson tradeshow meetings to support buyers with access to our members’ latest innovations on a timeline to increase industry sales.
Will there be differences in the format compared to the February event?
We are constantly introducing new content and programming, partnerships, and enhanced opportunities for all who rely on Toy Fair New York for their business, networking, and professional development needs. Each year, the show presents not-to-be-missed opportunities for toymakers, retailers, inventors and designers, students, trade media, and others. Our fall 2023 show will be no different. For more than a century, Toy Fair New York has brought together global buyers, sellers, importers, inventors, licensors, entrepreneurs, media, and everyone else with a stake in the play business – a legacy that we will continue while moving forward with a re-imagined show in the heart of New York City. The show will continue to serve all audiences looking to advance business in a rapidly evolving retail and manufacturing environment and tap into New York’s unique position as a finance and media hub. (continued on page 38)
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