China Toy Fair


TIA Launches Online Playground

The Toy Industry Association (TIA) has launched PlayHappens.org, a digital publication focused on the business of play. This new online resource is an evolution of the former Toy Fair NY Blog and provides readers with go-to-market strategies, business tools, research and trends, and other industry insights contributed by a team of toy industry enthusiasts and experts from multiple disciplines.

The Playground section of the website rewards user engagement with loyalty points each time visitors submit a comment, upload a photo or video, participate in a poll, and more.

PlayHappens.org provides an online location for engagement and adds another dimension to the American International Toy Fair. From the Toy of the Year (TOTY) Awards on February 9 through the show’s closing on February 13, attendees can interact, earn points by “checking-in” (via mobile phones or tablets) at various activities throughout Toy Fair week, and enhance their overall experience.

The player who earns the most points during the game will win tickets to a New Year’s Eve extravaganza in Times Square; the grand prize winner will be announced shortly after Toy Fair. Other players who earn loyalty points at Toy Fair will be able to cash them in for prizes, including books and gift cards, found on the Rewards Program section of the site.