by Josslynne Welch, President, Litzky PR and member of Women in Toys, Licensing & Entertainment
With more than three years since the last in-person Toy Fair in New York and the new Q3 timing, this year’s event is rife with PR opportunities.
There’s nothing quite like being on the show floor together, connecting with old friends, and meeting new people. In between the meetings and events, some of the very best moments are those casual encounters in the aisles. Take advantage of them; don’t be shy about introducing (or reintroducing!) yourself. As you network, be inclusive and open your circle.
Beyond our industry community, Toy Fair is a terrific opportunity to connect with press and influencers. With so many members of the media and creators in attendance, you won’t have time to meet with them all so think about who you want to prioritize and focus your efforts there. You are one of many exhibitors who will be contacting each journalist, so be thoughtful about how you engage and personalize your conversation.
Make a Plan
Before you reach out, build compelling stories around your brands. This year, exhibitors have the additional opportunity to tap into holiday coverage so as you plan, think about storytelling now through spring 2024. Familiarize yourself with The Toy Association’s 2023 trends, read up on holiday hot toy lists, and tap into pop culture buzz. Compare your notes to your product lines and find the connections, use them to spark interest and drive traffic to your booth.
Once you’ve confirmed an appointment, make sure you pull your themes and stories through to the conversation. Yes, you want to talk about product features and benefits, but making your brands timely and relevant is key to coverage. In addition to 2023 trends, consider how your items fit into seasonal stories from category round-ups like best dolls to themed collections such as best travel toys or stocking stuffers. And don’t forget about gift lists focused on specific people such as superhero fans and animal lovers or those lists based on price, from steals for savvy shoppers to splurges for that one big gift under the tree. Looking ahead to 2024, think about seasonal moments such as rainy-day activities and outdoor fun, evergreen themes like STEM/STEAM and collectibles, and big entertainment moments including premieres and anniversaries.
In addition to mingling and meeting with consumer press, it’s important to connect with industry influentials. Book an appointment with The Toy Association before or during the show to preview your product. Schedule time with the trade outlets to tour them through your booth.
Follow Up and Amplify Coverage
When Toy Fair is over and you’re back at your desk, don’t forget to follow up with each of your media and creator guests. Offer them additional product information, a follow-up interview, or samples (don’t send samples unless you’ve confirmed they want to receive them!). If they’ve already featured you in an article, segment, or post, make sure you thank them for the inclusion. And, use your social channels to amplify the coverage.
Toy Fair shines a light on our industry. Building a public relations strategy around this moment allows you to create community, connections, and ultimately coverage. Tell playful, strategic stories, and have fun!
