Toy Fair of the Future Part 2: Where

March 4, 2009

We have heard lots of talk about where to hold Toy Fair. In fact, that question has been one of the most contentious issues to face the industry in years.

New York used to be seen as only place to hold Toy Fair for the same reason that major league sports used to primarily exist in the northeast. That was where the people were, that was where the companies were, that was where the media was and that was where the money was.

The US changed and people, money and business moved west. That’s why, back in the 1950’s the Dodgers and Giants moved to California. Toy Fair, however, stayed put.

Because the toy retailing and manufacturing headquarters are now spread out all over the world and because the toy industry has become so dependent upon the southern California based entertainment industry I am predicting that Toy Fair will move to Los Angeles. It will not move exclusively to LA but will rotate annually with NY. That way the industry will get the benefit from both media markets.

The industry as a whole will see this as a benefit. Being in LA will not only open the show to the retailers who cannot now afford to attend but will reduce costs for those who work out of the west coast. By being in Los Angeles, the industry will get access to the mighty entertainment press and the fun loving denizens of California who make shows like the San Diego ComicCon must attend events. The movie studios and the industries and disciplines that support them will help make the show a must attend event for anyone who cares about licensing and children’s products.

Which leads me to my next posting, in which I am going to predict a major shift in who exhibits and attends Toy Fair.

Posted by Richard Gottlieb on March 4, 2009 | Comments (6)

May 21, 2009

In response to: Toy Fair of the Future Part 2: Where
Kim commented:

Dear Richard, I got your email address from the Playthings Magazine, April 2009, which has now reached me in Barbados. You asked about the Toy Fair. I am quite happy to keep it in February. You are right in saying that it is hard for specialty stores/small stores to purchase goods in October for the following year... when Toy stores are very dependent on Xmas sales, and have no idea of what and how much will sell that Xmas. Over the years, the Toy Fair has gotten fewer and fewer booths. In 2009, it seemed that basically it was the bigger companies that were there.... the ones that could afford the exorbitant increases in Javitts rent. I know of a few companies that did not show because of the rent this year. I think that the Toy Fair should go somewhere more central, so that everyone gets a chance to go there, and at a Convention Hall that is more affordable for exhibitors. Yes, there is Chicago. But there are also convention centres in Dallas, Atlanta, or even Orlando. I know that Atlanta and Orlando are more East Coast. I think the rates for the exhibitors are a big issue. I also do find New York to be very expensive.... where small bottled water is US $4.00 (a price way higher than the same bottle in Barbados!) I would be quite happy to move to another location in February that is affordable to both Exhibitors and Buyers. It would encourage more of the smaller companies and close out suppliers. People are looking for bargains that would make their customers happy. In August, I usually travel to Las Vegas for a Trade Show there. Yes, I do have to travel further. The air fare may cost a bit more, but the hotels are way cheaper than NY, and much nicer. I think August is not a peak season for Las Vegas, whereas February most probably is. You can get the Hilton for like US $120.00 per night in August.

March 15, 2009

In response to: Toy Fair of the Future Part 2: Where
Mike Berke commented:

The biggest flaw in this discusion is that L.A. already has a Toy Fair. It's called the Western Toy and Hobby Show. It happens to be in its 48th year. 2009 show will be March 7-14th. The "mighty entertainment press and the fun loving denizens of California" have never overshadowed NY's Toy Fair...and never will.

March 15, 2009

In response to: Toy Fair of the Future Part 2: Where
Nate Scheidler commented:

I mostly attend the supercomputing and AV industry conferences. They tend to move between multiple locations. Supercomputing has never been in the same place twice since I have been attending... Seattle, Tampa, Reno, Austin, and Portland in 09. While it certainly behooves the TIA to focus on exhibitor centers of activity, diversity is a good idea.

March 4, 2009

In response to: Toy Fair of the Future Part 2: Where
Sarah Lee commented:

LA is a great idea! NYC in the snow has been tough! I am all for the change as a small manufacturer I would love to meet our west coast customers in LA, they often do not travel to NYC.

March 4, 2009

In response to: Toy Fair of the Future Part 2: Where
Aaron W Uribe commented:

I would still prefer that Toy Fair move to some place that would entice buyers to come to the show, such as Orlando. Better weather, cheaper facilities, more family attractions. This is what can help to bring back the Mom and Pop attendees to Toy Fair. I can carry all the catalogs I want and limited samples, but I can't even closely replicate the touch, feel and see experience that my accounts benefit most from.

March 4, 2009

In response to: Toy Fair of the Future Part 2: Where
Colleen McCarthy-Evans - Toying with Gam commented:

As one fun-loving California denizen, as well as a proponent of bringing Toy Fair into the 21st century, I support the LA/NY rotation concept!