By Lisa Orman, president and founder of KidStuff Public Relations, a Madison, Wis.-based PR agency whose niche focus has been on toys and juvenile products PR for 13 years.
The first time my parents brought me into the legendary toy store, FAO Schwarz, I thought I’d died and gone to heaven. As I looked around at all the Barbies, giant stuffed ponies and amazing LEGO mazes I was convinced that this was the most miraculous moment I’d ever had or ever would have again. I felt like that for many years; right up until the first time I walked into the American International Toy Fair in New York City 13 years ago.
Being at Toy Fair brought all those giddy, little kid feelings flooding back. As I passed booth after booth of incredibly wonderful, colorful and oh-so-amazingly cool new toys I thanked my lucky stars to be working as a publicist in the greatest industry there is. And it is my joy and my pleasure to walk this event each year with publishers and editors of magazines to show them the greatest toys ever made --the ones by my clients, of course.
Since I’ve been attending Toy Fair my company, KidStuff PR has represented a diverse mix of both large and small toy sellers and toy makers. This has given me the opportunity to view our industry from many different angles. It has enabled me to observe the needs of all the attendees. What are retailers looking for? Which rep groups are generating the most buzz? And how does a new manufacturer convince the industry that their creation is the world’s next run-away hit?
Of course, there have been many changes in our industry. The Noodles and Zanies are no longer in business, Wal-Mart and Toys R Us are the personification of the Rock’em Sock’em Robots, and there are now many more etailers, book and gift chains, and catalog companies among the buyers at the annual show. But some things have not changed and one of those is the purpose of Toy Fair: for manufacturers to sell their toys to retailers. And in my show attendance tenure I have gleaned some thoughts that might be helpful to both newcomers and experienced Toy Fair goers alike:
•Have a great pitch. That’s why you’re there; to tell the world about your product. Be friendly, ready to talk, quick with your catalog and business card. Be able to say who your toy is for, why they’ll want it and why they’ll pay what you say it’s worth. Dress professionally and put your best face forward. Greet warmly everyone who pauses near or steps into your booth. You never know who they are—really! Additionally, my observation is that products fitting into more than one category or trying to create a new category have trouble succeeding.
•Offer show specials. Many clients report that small stores look for incentives to write orders, i.e. discounts for minimum orders and free freight. Many stores that are not affiliated with any co-op or franchise benefit by taking advantage of show specials.
•Be realistic. Don’t plan to write orders galore and make your year’s revenue at this show. I have seen so many start-up companies appear at Toy Fair ready to show the world their new creation, expecting every buyer that attends to write orders on the spot. They are always disappointed when that doesn’t happen. Here’s what Toy Fair is: a giant shopping mall for buyers to window shop. Most retailers, particularly when shopping within an open-to-buy budget, will gather materials, go home, spread everything on the desk, sleep on it, and then make their choices with the budget they have. It’s nothing against your greatest-thing-since-sliced Slinky product that they don’t write orders at the show, and it doesn’t mean they won’t place an order. It just means not at the show.
•Have good show etiquette. There are many mistakes that an exhibitor can make without even realizing it. There’s no need to act like a Carny by loudly hawking your wares to every person that passes. They know you’re there and don’t appreciate being badgered. It’s a very quick way to lose a potential sale. Another common mistake is to block another exhibitor’s products while standing in the aisle talking. They’re there for the same reason you are. Actually, you should try to make friends with your fellow exhibitors. Suggest their products to retailers that you’ve just pitched. This will be very appreciated and oftentimes reciprocated. A couple more quickies: Don’t sit and read a book, it gives the appearance that you’re disinterested; and don’t drink coffee or soda in the booth, it looks unprofessional.
•Have a plan for following up. You need to have a strategy for closing sales after the show. The squeakiest wheel theory does apply here, as does having something novel, priced right, a clear audience, compelling packaging, and an easy sell. Once Toy Fair is over, send a postcard, mail a catalog (even if they took one), and make the calls. If you don’t have in-house salespeople, make sure you have a good sales rep team in place to help. If you don’t have sales reps, ask other manufacturers which sales reps they like and why.
•Toy Fair is fantastic for networking. It’s the Main Event so everybody who is anybody in the toy world, from manufacturers you might one day partner with or be sold to, to sales reps you might need, to reporters you want to pitch for coverage, to media ad reps you might want to consider contracting with, to inventors you might want to know, to TIA reps who could be helpful to you, are there. I know first-time exhibitors who didn’t write a single order at Toy Fair 2006, but who made numerous critical contacts that subsequently made their entire year in revenue as the year unfolded. Attend the meetings and talks; engage the movers and shakers.
•Should you float product ideas at Toy Fair? If it’s among a mix of other items, I say, “Why not?” I have seen clients bring sketches, story boards or rough prototypes to Toy Fair to show to key buyers or sales reps to ask their opinion on design, functionality, packaging and pricing.