Showrooms at Fifth Ave. Building to Display Products During NY Toy Fair

During American International Toy Fair in New York City, 20 floors of showrooms at 230 Fifth Avenue will showcase various types of toys, gift items, general merchandise, books, seasonal, stationery, and related products. The Toy Fair will run from February 12-15.

A listing of all participating showrooms can be picked up from one of the registration coordinators at the lobby registration desk in the building. Special perks and amenities, including the newly designed Buyers Lounge, will be available to all attendees.

This post was originally written by Elizabeth A. Reid and published by ToyBook.com. For more news, visit www.toybook.com, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

Countdown to Toy Fair: Identifying Your Communications Objectives

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.

[Read more...]

TIA Announces 2012 TOTY Finalists

The Toy Industry Association (TIA) has announced the 77 finalists for the 2012 Toy of the Year (TOTY) Awards. Through January 15, toy lovers of all ages can vote for their favorite toys by visiting www.ToyAwards.org.

The finalists, representing 67 unique products or properties from 51 companies, were selected from nearly 600 nominees. TIA invites consumers, mass retailers, specialty retailers, media, and members of the toy industry to vote. Each of the five types of ballots will be weighted and used to determine the winners and the overall “Toy of the Year” award. Winners will be announced during the awards ceremony on Saturday, February 11 as the kick-off to the 109th American International Toy Fair.

[Read more...]

TIA Partners with Adventure Publishing for Licensing Showcase Co-Located at Toy Fair

New York City is slated to become the next stop on the global licensing circuit as the Toy Industry Association (TIA) launches its new Brand & Entertainment Showcase in February. Co-located with the 109th American International Toy Fair, to be held February 12-15 in New York, the showcase offers an impactful and convenient content connection for entertainment licensors and brand owners alike. The event provides opportunities for exclusive access to top-tier media, marketing agencies, and an audience of 30,000+ tradeshow guests from more than 90 countries. Adventure Publishing Group is the exclusive media partner of the Brand & Entertainment Showcase.

The new Brand & Entertainment Showcase satisfies increased demands from the licensing community to collaborate in a formalized setting at the show. Content providers will be able to simply show up and show off in small, private meeting spaces or large, public theaters. Turnkey presentation solutions and an audience of marketers ensure that all participants’ needs will be met.

As the largest and most important gathering for youth entertainment in the Western Hemisphere, Toy Fair last year welcomed an unprecedented surge in entertainment executives (+31 percent) and licensors (+8 percent). In 2010, licensed toys represented 25 percent of total industry sales. In addition, the co-located Brand & Entertainment Showcase gives participants access to the important ancillary advertising, marketing, and promotion-oriented industries that are concentrated in and around the media epicenter of the world.

Adventure Publishing’s signature publications—The Licensing Book and The Toy

Book—and its online communities will be a primary conduit of information and updates about the showcase to the global community, and the key vehicles for brand advertisers during the event itself.

For more information about participating in TIA’s Brand and Entertainment Showcase, contact Jennifer Coleman, sales executive and producer (973.760.8181, jennifer@jcinc.biz); for information about advertising opportunities, please contact Jonathan Samet at Adventure Publishing (212.575.4510, jsamet@adventurepub.com).

New Product: Eco Eggs

Eco Eggs are new-to-market plastic Easter eggs for egg hunts that are made in the U.S. from corn starch, 100-percent renewable content, and are fully compostable after use. The eggs are available in three box sizes of 10, 28, and 48.

[Read more...]

First-Ever Victorious Products Launch at Toy Fair

Nickelodeon Consumer Products announced its first toy lines for Victorious with products from master toy licensee Spin Master as well as Sakar International. The Victorious toy lineup, which debuted at Toy Fair, will feature fashion dolls, role play, play sets, and consumer electronics.

From Spin Master will come the Make it Shine Doll, Tori Doll, Victorious Locker Decorator, and Victorious Microphone, all to be released in October.

Beginning this fall, Sakar will ship more than 20 Victorious-branded electronics and computer accessories, including MP3/4 players, boom boxes, karaoke machines, text messengers, doorbell answering machines, digital cameras, and portable DVD players. Non-electronic merchandise, such as computer sleeves and gaming accessories, will also join the lineup.

For more information on the Victorious lines, click here.

Photo Credit: Nick.com

ThunderCats at Toy Fair

Bandai holds the global master toy license for ThunderCats, and the company showcased its upcoming line of ThunderCats-licensed toys at Toy Fair last week. Bandai’s lineup, to launch this fall, will include detailed ThunderCats four-inch figures, the Deluxe ThunderTank vehicle and four-inch Snarf figure, the highly articulated ThunderCats eight-inch Classic Figures, and the ThunderCats Deluxe Sword of Omens. Check out the video above to view the products.

ThunderCats, a new animated television series from Warner. Bros. Animation (WBA) and Japanese animation studio Studio4°C, will air on Cartoon Network this year.

Green Lantern Toys Showcased at Toy Fair

Warner Bros. Consumer Products (WBCP) is gearing up for the June 17 release of Green Lantern with a worldwide licensing program led by DC Entertainment’s master toy licensee, Mattel.

The video above shows some of the company’s Green Lantern products showcased at Toy Fair. Mattel’s multi-category Green Lantern toy line will include basic and deluxe action figures, figure/vehicles, role-play, play sets, games, puzzles, and vehicles.

TIF to Collect Toy Donations at Toy Fair

The Toy Industry Foundation (TIF) will once again close the American International Toy Fair with a Toy Bank collection, to be held Thursday, February 16. At the close of the show each year, TIF works with Kids in Distressed Situations (K.I.D.S.) to scour the showroom floor, collecting toys for children in need. Volunteers will be wearing bright orange T-shirts. Following the show, toys will be sent to New York City children’s charities and TIF national partners.

To participate, visit TIF at Booth  No. 5201 on Level 1 or the TIA Information Center on Level 3. Or, submit the 2011 Toy Fair Product Donation Agreement, found here, by email or fax.

Wild Creations to Display Real T-Rex Skeleton at Toy Fair!

In a true demonstration of just how wild they really are, science company Wild Creations is having Stan, an actual, real T-Rex skeleton shipped over from Italy, where he is on display in a museum (as dinosaurs usually are). They will be assembling Stan in their booth for all to see. In addition to checking out all of their cool science toys and kits, visitors are invited to visit Booth 5367 to get their photo taken with Stan. Wild Creations will print it so it can be taken home as a souvenir of Toy Fair, to show their store staff or family members that they actually met a real dinosaur.

Unearthed in South Dakota, Stan was hatched in the late Cretaceous period. It is estimated that he roamed the western plains sometime between 65 and 80 million years ago.

Stan