First in a series of posts on preparing for the annual trade event
By Julie Livingston, director, business development and accounts, Child’s Play Communications, New York City
Toy Fair is a month away, and for many toy and youth entertainment companies, the annual event is an important media platform that can help drive brand awareness and buzz for hot items throughout the year. With approximately one thousand media representatives from around the world in attendance, how will your company or brand garner the attention it deserves? Following are tips and information collected during the six years I served overseeing public relations for the Toy Industry Association and Toy Fair, as well as serving toy and youth entertainment industry clients as a PR professional.
1. Prioritize your communications goals and objectives. For example, is it a new product line review you want the media to see? Or, do you have a hot item you want to hype to help drive holiday orders? Do you have an announcement about a licensing agreement or strategic partnership? Identifying your primary goals and objectives will provide a framework for all related activities, including any responsibilities that you want other communications personnel or a public relations agency to handle.
