•Less junk. Considering how expensive it is to exhibit at Javits (the huge cavern where Toy Fair is held), it’s always boggled me to see plastic toys that will retail for 59 cents at a bargain store.
•Less robotic stuff. I recall a few years back an entire area of gizmos that retailed for $100 or more, with varying degrees of “wow” factor or construction involvement from the child. Having bought many of these as a mom for my son, now 9, I am highly skeptical about how long the romance will last for kids with these products. They’re the items on everyone’s wish list, but a child rarely plays with them past Dec. 26 or a week after his birthday.
•Less innovation. The specialty toy industry has been so traumatized with bankruptcies, store closures and lower open-to-buy budgets from retailers that many manufacturers are loathe to take big risks and create “the next big thing.” This makes me very sad. The few I know of, who have put themselves out there and invested in new ideas, have been handsomely repaid: their sales are up 30% to 40% or higher against a retail sales environment that’s down 5%. I hope more can find the guts and resources to keep innovation happening.
•The big snow. I have to mention the 26 inches of snow that fell on NYC on opening day. It was a hassle getting around that day, but I have to say that it brought out the best in New Yorkers. We saw cabbies helping people over curbs and policemen lending a helping hand, and many people seemed to view it as a big adventure. It was great to see. I believe this is the third year in five that Toy Fair has been plagued by a major snowstorm, and I really felt badly for those who couldn’t make it to New York for the show, especially those who paid to exhibit. Traffic was down, and for some manufacturers, that was almost more than their businesses could take.
Many were buzzing about moving the Fair to another, warmer location, but this is no easy task, since the Fair’s participants take 70,000 hotel rooms and a large convention space is needed. The month is not negotiable because of the buying cycle, and finding another city that can accommodate this size of a show would be difficult, if not impossible. Plus, from my point of view, the media play a big part in this show, and so many magazines and TV networks are headquartered in New York. It’s a short cab ride over for them, but I wonder how many would spring for travel to cover Toy Fair hundreds of miles away.
Toy Fair is an amazing event; one I look forward to every year. My kids always wonder why they can’t come (no kids allowed on the floor), and why I don’t get toys for free or can’t buy them at the show. Try explaining what a prototype is to a 5-year-old! I am always truly in awe of the effort, creativity and resources that go into each and every booth. My hat is off to all of the exhibitors.
About KidStuff Public Relations
KidStuff PR is a virtual public relations agency headquartered in Madison, WI with senior PR practitioners located across the country. The firm represents toy manufacturers and services and retailers for children and families. “We’re not only publicists but parents, so we only take on products and clients for which we have a passion—it makes us better at what we do,” says President Lisa Orman.
For more information on KidStuff Public Relations, visit the firm’s website at www.kidstuffpr.com.
About Lisa Orman
Lisa Orman has been helping small specialty toy and juvenile products manufacturers and retailers grow for the past 12 years. She takes pride in having a group of clients that share ethics, fine design, quality manufacturing and small size. She believes in taking a light-hearted approach to writing about her clients and their products and services, but takes seriously the job of publicists to serve reporters. "Do what you say you are going to do," and you will set yourself apart from the rest!
Orman is based just outside of Madison, Wis. Orman learned about successful PR by sitting on the other side of the desk as a reporter at the Des Moines Register, Wall Street Journal, Newsweek and USA Today, filling up many dumpsters with pitches that fell flat. As a retail and media strategic marketing consultant, Lisa traveled the world with clients to study the most successful and important retailers to help clients identify or create competitive differences in their products or services and to communicate those differences to customers. Her 12- and 9-year-old children serve as product testers and provide inspiration.
