by KRISTIN MORENCY GOLDMAN, senior advisor, strategic communications, The Toy Association
The business of play is evolving, and the most iconic trade show in the business is evolving with it.
Taking place Sept. 30-Oct. 3, 2023 in New York City, Toy Fair will offer a broader array of products and more of the business intelligence that attendees need — all during a new, fall timeframe that aligns with today’s shifting buying cycles and accelerated delivery timelines, and is strategically set within the important, pre-holiday zone.
But for all that’s changed, one important thing remains the same: Toy Fair’s legacy as the largest toy, game, and play product experience. The show’s reputation as the place to see what’s new, next, and cutting edge in the business of play holds strong as attendees gear up for the world-renowned gathering.
“We can’t wait to bring together play professionals from all corners of the globe to discover thousands of toys and entertainment products that will delight, inspire, and spark joy at every age,” says Kimberly Carcone, executive vice president of global market events at The Toy Association, producer of Toy Fair. “Toy Fair is where wonder starts, the next best-sellers and trends are discovered, strategic partnerships are created, friendships are renewed, businesses grow, and imagination shines — all on display in the media and financial capital of the world.”
“Toy Fair is where wonder starts, the next best-sellers and trends are discovered, strategic partnerships are created, friendships are renewed, businesses grow, and imagination shines.”
—Kimberly Carcone, the toy association
Next year’s Toy Fair will act as a worldwide showcase of what’s happening in the toy industry. From the top 25 toy sellers in the U.S. to buyers from key markets around the globe, retailers seeking their next best-sellers and fresh concepts will be at the Javits Center in search of everything from action figures and arts and crafts to educational product, classic brands, board games, licensed toys, and everything in between. Toy Fair’s famous “Launch Pad” will also highlight businesses new to the event or breaking into the U.S. market, adding to Toy Fair’s appeal for those seeking completely unique product and out-of-the-blue finds.
Past Toy Fairs have welcomed credentialed members of the global press to report on trends, new products, and the economic impact of the toy industry, a tradition that will continue. With Toy Fair now taking place in the crucial fourth quarter, the show will offer a range of opportunities for companies seeking exposure in front of consumer press and influencers.
“Although Toy Fair changed seasons to align with new selling cycles, the new timing also allows brands to use the show in a bigger way — from showcases and partnerships to major product line announcements — all in the lead-up to the critical holiday shopping season,” says Adrienne Appell, executive vice president of marketing communications at The Toy Association.
The show will be multidimensional in terms of media opportunities, and companies are encouraged to begin thinking about how they’ll leverage the fall timing of the event to promote what’s hot for holiday and already on-shelf, as well as brand-new product for the following spring, and even consider giving press a sneak-peek at longer-lead product behind closed doors. For brands that also rely on connecting with media in early spring to showcase their holiday product, The Toy Association is partnering with Adventure Media & Events, publisher of the Toy Book, for The Play Date, a new media showcase taking place on March 8, 2023.
Toy Fair is where inspiration lives, and the event will proudly welcome inventors and designers looking to catapult their innovations into the global marketplace. The show will continue to offer inventors the opportunity to pitch their products to major retailers and feature dedicated education and networking opportunities for this group of attendees.
Those looking to stay ahead of the game will also want to tap into Toy Fair’s robust education program to help boost their business savvy and meet today’s demands head-on. Attendees will hear from a thought-provoking lineup of speakers — from venerable industry leaders to young NFT millionaires — who will tackle how play has changed post-pandemic, supply chain issues, the profitability of the metaverse, diversity within the industry, leveraging TikTok marketing, and so much more.
“The global play community has made it clear that the future of our $104.2 billion industry revolves around all of ‘us’ — the imagination, innovation, and collaboration of everyone — coming together from every discipline and area of the play and retail ecosystem,” Carcone says. “Being a part of Toy Fair means being a part of the future of play.
The application period for Toy Fair 2023 exhibit space is open through Sept. 30 to returning companies that exhibited in 2020 or were contracted to exhibit at the 2022 show. General exhibit sales open next month.
Companies are invited to contact their account executive for more information. For companies beginning with A-G, contact Simon Yung (syung@toyassociation.org); H-P, contact Stacy Liebensohn (sliebensohn@toyassociation.org), and Q-Z, contact Michael Lynch (mlynch@toyassociation.org).
This article was originally published in the September 2022 Fall Toy Preview edition of The Toy Book. Click here to read the full issue!
