That moment when hard work equals fun and play. Each year, I bundle up to face NYC's wicked, wintry weather to meet with some of the biggest, newest and coolest toy brands at the North American International Toy Fair. This major event attracts scores of industry leaders and newcomers to the exhibition floors of New York City's Jacob K. Javits Convention Center. The highly anticipated annual trade show event is owned and produced by the Toy Industry Association, Inc. (TIA), "the authoritative voice of the North American toy industry". Ironically, my kids are subject to living vicariously through my experiences at the Toy Fair, as no kids are allowed to attend. However, knowing that little kids equal big business, this year featured the debut of Play Fair ay the New York Toy Fair, a family-friendly, toy industry event where companies, consumers and collectors come together. Imagine a massive two-day play date with thousands of new friends. Popular characters photo ops, strategic games, maker toys and hi-tech gadgets for all ages amazed attendees.
The Toy Fair is the quintessential hub for everything and anything focusing on kids, play and fun times to showcase the newest and trendiest innovations, however, with big business deals and corporate sales taking priority, kids aren't permitted to enter the festivities on the exhibition floors. From the internationally-known companies to fresh-out-of-the-box start-up ventures, both local and international brands showcased classic and new concepts to the industry. Marketing with the TIA in the midst of the fast-paced NYC flow is a stand and deliver occasion for toy companies.