by KRISTIN MORENCY GOLDMAN, senior advisor, strategic communications, The Toy Association
As the toy community sets its sights on Toy Fair 2023, taking place Sept. 30-Oct. 3 in New York City, The Toy Association is committed to producing a reimagined show that will deliver the best possible experience for
all stakeholders.
“Toy Fair is renowned for being a truly dynamic, energetic show. Anyone who has been to Toy Fair in the past will tell you how much fun it is to walk the aisles and see the latest trends and innovations, fresh takes on classic play, exciting new brand partnerships, and unique products that are being introduced to the industry for the very first time,” says Kimberly Carcone, Executive Vice President of Global Market Events at The Toy Association. “And while the buying and selling activity of the show is core to its existence, Toy Fair is just as much a meeting ground for inspirational ideas, top-tier education, media access, and relationship building. We can’t wait to unveil what’s coming this fall for a reimagined Toy Fair ’23.”
Toy companies and buyers looking to do business and gain insight into where the industry stands and where it’s headed post-pandemic will be able to do so by attending any of the Toy Fair University sessions held throughout the four-day show. Sessions will cover the evolution of retail, business development, the supply chain, the profitability of the metaverse, toy and play trends, global market research, product safety, and topics specific to the needs of inventors and entrepreneurs. To date, nearly 100 speakers who are experts in their respective fields have applied to present at Toy Fair. Additional details on the selected speakers and session topics will be shared later this year.
Toy Fair attendees will also find inspiration by walking the show floor, where thousands of new toys and games will be on display from companies of all sizes and from countries around the world.
“Bringing the entire industry together into one place allows for the nontangible knowledge transfer of what our industry does and who we are,” says Aaron Muderick, Chair of The Toy Association Board of Directors and Founder and Executive Chair of Crazy Aaron’s. “Year after year, you are gaining insight into how the industry has evolved over the past 20, 30, 40 years, including shifting our collective attention to play value and a strengthened commitment to safety. These values are shared universally across the industry. Of course, it’s a competitive environment, too, and there is a lot to be gained just by walking the floor and taking a peek at what our competitors are doing. These types of interactions make each of our businesses — and the entire industry — stronger.”
A REIMAGINED SHOW
With a new fall timing that best suits the buyer-seller marketplace schedule, Toy Fair is being reimagined for 2023. What does this mean, exactly? In addition to a new visual merchandising initiative that will require exhibitors to make product visible in at least 20% of their booth space, exhibitors are also encouraged to design visually creative and inviting booths that will welcome buyers, global press, and play professionals into their space. The most playful and attractive booths will be eligible for one of Toy Fair’s inaugural Reimagination Awards.
Toymakers are also encouraged to consider how they might leverage media opportunities at Toy Fair. Companies can highlight their Q4 items in front of the press just in time for the critical holiday shopping season, while giving exclusive sneak peeks at their 2024 lines.
In addition to aisle after aisle of toys and playthings of all kinds, the show floor will feature dedicated product zones and new showcases and pavilions, including the World of Toys Pavilion in partnership with Spielwarenmesse eG, highlighting brands and playthings from around the world. Additionally, a Halloween Pavilion will spotlight products and experiences unique to the holiday, the new Pet PLAYce section will provide media and buyers with an easy and efficient showcase of companies and products focused on play for our furry friends, and the new Hot for Holiday displays will shine a bright light on what consumers will be vying for in Q4 2023. We will announce additional zones as we finalize them, providing companies with even more ways to showcase, highlight, and draw attention to their offerings in front of buyers and press.
“As the toy industry continues to grow and evolve, particularly since the onset of the pandemic, and as the demographic of toy-buying consumers expands, Toy Fair will continue to reflect the current and future state of the industry,” Carcone adds. “With Toy Fair ’23 just around the corner – and the fact that we have not been able to gather in New York City for this marquee event since February 2020 – there is immeasurable electricity in the air and unequaled anticipation for Toy Fair’s return. We can’t wait to see the industry again this fall and discover the products and people that are poised to shape the future of play!”
A version of this article was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
