American International Toy Fair New York 2011
Because even big girls love toys
Today wraps up a very exciting Toy Fair, which began on Valentine’s Day 2011. At the Jacob K. Javits Convention Center in New York, bigwig toymakers strutted their stuff amongst an 18-and-over crowd (which doesn’t make sense to me at all… why wouldn’t they allow kids at a toy tradeshow? That has to be classified as child abuse) and unveiled the latest and greatest in toy-riffic fun!
About 197 international toy manufacturers and brands were all in attendance, representing the “talent and innovation” of the $75 billion industry.
The tradeshow touts itself as the largest in the Western Hemisphere based on the number of guests, overall attendance and international buyers’ presence at the event.
More than 9,500 buyers – 2,200 of which were new to the Toy Fair – checked in from more than 91 countries across the globe to catch a glimpse of more than 100,000 much-anticipated products that will hit shelves throughout the coming year, and into the holiday shopping season.
The Wall Street Journal blogged about the convention “going to the movies,” aptly noting the multiple media tie-ins and the expansion of licenses that coincide with major film releases like Harry Potter and Pirates of the Caribbean.
Mattel, for example, introduced a Cars 2 assortment of vehicles, track sets, play sets and accessories; a Green Lantern ring blast jet figure and vehicle and figurines of the penguins from the Madagascar movie featuring a Regurgitating Rico launcher (which is exactly what it sounds like. Kinda.)
Now in its 108th year, the Toy Fair smartly targets advertising and marketing executives as well as product development and public relations professionals. Publicity is everything for the toy industry. Without tantalizing advertisements geared towards kids, it would be exceedingly more difficult to sell those suckers.
It's so interesting to me how one person or one brand can become an entire franchise. Case in point: Justin Bieber. It’s unreal how big he’s become in such a short amount of time.
Recent publicity stunts have put him at the center of attention by way of a Super Bowl XLV commercial with the Prince of Darkness; a biographical, documentary-style theatrical release Never Say Never; an homage from the cast of Glee; and yes, a Justin Bieber doll (with “Real Hairstyle”), also introduced among the Toy Fair hubbub.
At the end of the day, it’s just so hard to resist a great toy. I mean, where would I be without my childhood playthings that have made me who I am today? Maybe next year the Toy Fair will revert back to the classics that we all know and love – the things that can’t ever be replaced and are now highly encouraged as the government urges kids to go outside and play. Jump ropes, maybe? Big Wheel trikeys? Even a piece of sidewalk chalk would be preferable to a pop star’s likeness, but hey, who am I to judge?
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