Andy Keimach, Interim President & CEO at The Toy Association, takes the hot seat to discuss Toy Fair, the LA Fall Preview, and restoring member confidence in this extended edition of The Toy Book’s 2024 State of the Industry Q&A. For our annual roundtable, The Toy Book brings together a panel of industry leaders, manufacturers, retailers, and distributors to discuss the trends, wins, challenges, and opportunities shaping the North American toy industry as it regroups after a tough year and gets ready to rock and roll. Click here to explore the series archives.
The Toy Book: What was your first priority after taking the helm as Interim President and Chief Executive of The Toy Association?
Andy Keimach: My first and continuing priority is to have conversations with as many industry members as possible, with special care to reach well beyond our current membership, ensuring I get a great cross-section of industry influencers, veterans, newcomers, and members. I am a straight shooter who likes people to tell it like it is, good or bad.
In addition, I am prioritizing work on the following:
- Plans for a fall 2024 marketplace in Los Angeles are well underway; we have conducted research, listened to both retailers and toy companies, and considered multiple locations and timeframes for this event. Our plans for the LA Fall Preview are available at ToyAssociation.org.
- Our Toy Foundation unites the collective philanthropy of our industry. We will continue our work to bring toys to millions of children through our Toy Bank and Play Grants programs while stepping up efforts to promote the impressive philanthropic work of individual toy companies.
- Toy Fair is set for March 1-4, 2025 in New York City, and registration for returning exhibitors has already opened. In addition, we are offering added support for the inventor community, with the next Creative Factor Inventor Day slated for March 4.
- Strongly advocating for industry interests at all levels of government continues to be a cornerstone of our work. Progress on our ongoing advocacy to revise Pennsylvania’s outdated stuffed toy manufacturing law will continue in 2024 and ultimately impact manufacturing and retail across the U.S. and in some cases internationally. We are also engaged in crucial advocacy related to Section 301 tariffs, IP protection, chemical reporting, global standards alignment, and more.
TB: Speaking of industry interests, Artificial Intelligence (AI) in toys continues to be a hot-button issue. How is The Toy Association approaching this area?
AK: As with any new innovation, we are committed to educating members about the potential applications of AI in toys and how to maintain the safety of children and families.
TB: Some members of the industry have expressed concern with the Association, particularly with expenses and the handling of Toy Fair, which may have overshadowed the good that is done on the regulatory and advocacy sides of the business. How are you approaching those concerns to restore confidence?
AK: I am listening to members and industry stakeholders. It is The Toy Association’s mission to support the business of play as a whole. We must do a better job of understanding the needs of everyone we serve. We are confident that we will be able to address these needs and move our programs, events, and work forward in a way that is meaningful to all.
TB: Overall, what are the biggest challenges and opportunities that the U.S. toy industry will face in the next 8-10 months?
AK: Restoring and fueling industry growth is the broad challenge that the industry faces.
True innovation will ultimately snap the past two years of post-pandemic decline. The toy industry has a rich history of being adaptable, creative, and responsive to challenges and changing market dynamics.
A version of this story appeared in the 2024 edition of The BIG Toy Book. Click here to read the full issue. Want a copy in print? Click here for back issues and subscription options.
