If you thought that you wouldn’t be paying a visit to the Javits Center in New York City in February, it might be time to reconsider.
Earlier this fall, Emerald Holdings’ NY NOW made some waves when it revealed a plan to welcome the toy and game industries to showcase products at its 2023 Winter Market in the new PLAY USA section.
Since the initial announcement, dozens of toy and game companies have reserved space at the show to exhibit new products that retailers and distributors will want to look out for.
The Toy Book recently caught up with Stephanie Gaspari, Emerald’s Senior Sales Manager: Baby & Child, Gift + Stationery, PLAY USA for a little more insight into what the industry can expect when the event takes place February 5-8, 2023.
The Toy Book: Toys have always been present at NY NOW, but this year’s addition of PLAY USA really changes the game. What was the driving force in extending the number of toys being presented at NY NOW?
Stephanie Gaspari: First quarter is a crucial time for any brand to launch its product to retailers, and with no current platform to do so for this community, NY NOW saw an opportunity to serve toy, game, and trend manufacturers. For nearly 100 years we have seen and heard firsthand the success of toys at NY NOW. With the growth of the industry and a demand for toys, introducing a section solely focused on these products is a win-win for both brands and buyers!
TB: When PLAY USA was first announced earlier this fall, more than two dozen companies in the toy and game space had already come on board. How many companies are currently slated to exhibit, and can you share any recent additions that buyers should be looking out for at the show?
SG: PLAY USA currently has more than 60 brands participating this coming February. We anticipate this number to expand over the next few months as the buzz continues to grow. We have had many great additions to PLAY USA, including Manhattan Toy Co., The Toy Network, Fat Brain Toys, License 2 Play, Speedy Monkey, Small World Toys, and many more!
TB: NY NOW may be viewed as an East Coast show by some buyers, but the buzz is that it’s growing in terms of national focus. How important is the Winter Market for buyers?
SG: It is all about timing! Buyers travel to NY NOW’s Winter market to see all things new. 70% of brands come to NY NOW to launch new products that you can only find here so it gives all the reasons for buyers to attend. With that, NY NOW is positioned to be the first national toy show of the calendar year. The Winter Market now becomes the most important show for the toy industry wanting a very first look at all the new toys and games that brands have to offer.
While NY NOW will always have strong attendance coming from the Northeast, we are beginning to see travel pick up post-COVID-19, with attendees coming from all across the U.S. and International markets.
TB: What are some key elements that set the Winter Market apart from other toy and gift shows?
SG: NY NOW is unique as we are a temporary, vendor-focused show set in the design capital of the world. 51% of our buyers only attend NY NOW which means you’re missing out if you aren’t here! While the industry is changing, after 100 years our goal remains the same, producing a quality event connecting brands and qualified buyers and press. We can’t wait to see what the future brings and hope you join us to see how the gift and toy industry evolves.
TB: If a toy or game company is on the fence about exhibiting at the Winter Market, what can you say to get them down off the fence and into the Javits Center? Any key retailers that they might have access to?
SG: Exhibiting within PLAY USA at NY NOW is quite unique. Exhibiting at NY NOW gives brands the opportunity to present themselves in front of retailers that may not typically attend a toy market, allowing them to meet new accounts and potentially grow their business. They get the best of both worlds, Key retailers that brands may come across include CAMP, Barston’s Child Play, Lockwood, TJX Companies, Target, Macy’s, Pink Chicken, Egg New York, The Metropolitan Museum of Art, Michaels Stores, and many, many more!
TB: Finally, with PLAY USA being presented in its inaugural year, is there anything else that you’d like to share about the event for the toy industry at large?
SG: PLAY USA at NY NOW will be the first resource in 2023 to provide a venue for the vibrant and essential specialty toy market in the Mid-Atlantic and New England states, as well as national accounts across the U.S. This is traditionally the most important time of the year to discover new and exciting product introductions, as well as best sellers. The timing of NY NOW creates a viable and important new toy and trend resource for buyers as they look to discover new merchandise for their stores after the end of the year holiday cycle.
Companies looking to exhibit at NY NOW’s PLAY USA can reach out to Stephanie for more info: stephanie.gaspari@nynow.com.
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