Toy Fair Adds New Product Sections
Staff -- Tradeshow Week, 9/25/2006
The Toy Industry Assn. is adding two special sections to the 2007 American Intl. Toy Fair, Feb. 11–14, at the Jacob K. Javits Convention Center in New York. An area where exhibitors can display arts and crafts and an area called Seasonal Celebrations will join the show.
Marian Bossard, TIA vice president for meetings and events, said increasing the number of feature categories made sense.
"For several years we've been expanding retail attendance well beyond traditional toy stores to any outlet carrying youth product," Bossard said. "That creates need and opportunity for us to continuously evaluate our product mix. Arts & Crafts and Seasonal Celebrations are a direct reflection of buyer requests."
According to the TIA, 53 percent of surveyed buyers expressed interest in arts and crafts kits and supplies, and 38 percent said they were looking for holiday, party and seasonal products, costumes and decorations.
"A show as well established as Toy Fair, which was not categorized from the start, is challenged to deliver that without forcing some 20-year veterans to move to a feature section," Bossard said. "Given the split levels at the Javits Center, it becomes an additional challenge, because we cannot create what is perceived as equal space. Some exhibitors love being in a feature section, because the buyer you see in the aisle is more inclined to actually want what you have."
Bossard said she expects 20,000 to 25,000 buyers and industry professionals, and a showfloor of 325,000 to 330,000 net square feet in 2007.
