The Toy Story of 2004

NEW YORK—Big names in the toy industry like KB Toys and FAO Schwartz may have already filed for Chapter 11 reorganization this year. Wal-Mart Stores might be blowing out the little guys right and left, selling toys below cost to stifle the competition. Still, attendance at the American Intl. TOY FAIR was stronger than it has been in quite some time, according to Marian Bossard, director of event operations.

Although this year's Toy Industry Assn. show, held Feb. 15-18 at the Jacob K. Javits Convention Center in New York, covered roughly 20,000 net square feet less than last year's 352,545 net sq. ft., pre-show registration was up more than 20 percent over last year, when attendance was 28,557 and there were 1,402 exhibitors. Many exhibitors took smaller booths than they had in the past in order to cut costs, Bossard said. Business nevertheless was up, she insisted.

Despite the travails of the larger retail toy operations, the TOY FAIR is a marketplace for non-traditional retail outlets and specialty stores. "These are not mass retailers we're talking about," Bossard said, explaining why the toy industry's recent problems haven't translated into problems for the toy show itself.

For example, eBay has helped sellers of specialty items rack up high prices for limited edition products, like Side Show's Lord of the Rings statuettes. In this way, explained Anastasia Mickelson, Side Show spokeswoman, the company's figurines have managed to appreciate in price even as industry giants have seen their margins dwindle.

Thomas Boland of Thomas Boland & Co. said his giant stuffed animals are sold to high-end stores like Bergdorf Goodman as well as to malls across the country as props. "We've always tried to gear business to multiple arenas. We are not just in the toy industry, we're in collectibles as well," Boland said.

And while there was no single must-have toy creating a buzz at the show, Bossard said the Game Zone has grown from 14 exhibitors a few years back to more than 60 this year. With the economy in a rut, "there's no doubt that there has been an effort to recognize that people do take time at home with their families more" rather than going out, Bossard said.

On-site services were stepped up this year so attendees received more special attention than they might have in the past.

This service-friendly push for the show was in the works, Bossard claimed, even before Laura Green, former vice president of tradeshows, left in the fall. Bossard explained that Green has not been replaced, but that she (Bossard) had taken on many of Green's responsibilities.