TOTAL LICENSING
to the exhibitors at the Javits Center, last year.
other manufacturers still showcased Licensed product, as one would ex-
their latest innovations in showrooms pect, played a large part of this year’s
in the Toy District and other New York Toy Fair success and this was very
City locations although, it has to be much reflected in the TOTY Awards.
said that the Toy Building, which now George Lucas, creator of Star Wars,
houses only a handful of companies was inducted into the Industry Hall of
appeared strangely quiet and eerie. Fame. In addition, Toy of the Year and
“We are excited about the tremen- Preschool Toy of the Year was awarded
dous momentum we are seeing in the to TMX Elmo from Fisher Price. Boy
toy industry,” said Carter Keithley, TIA Toy of the Year went to Disney’s Pi-
President.” “With holiday sales up and rates of the Caribbean Pirate Ship
the increased global presence at this playset from Zizzle and overall prop-
year’s Toy Fair we are poised for an- erty of the year was also awarded to
THE AMERICAN
other great year.” Disney for Pixar’s Cars.
INTERNATIONAL TOY
In all, a total of 1,236 exhibiting com- In terms of specific properties, of
panies from 28 countries showcased course this year’s blockbuster movies
FAIR
their products, which included more played their part with product on view
than 5,000 new items being unveiled featuring Spiderman, Harry Potter and
The Toy Industry Association (TIA)
for the first time. International pavil- Pirates of the Caribbean whilst non-
report that over 28,000 buyers, in-
ions represented countries including movie properties such as Bratz con-
dustry executives and media attended
China, Hong Kong and Spain. Spe- tinued to expand their lines with new
the 104th American International Toy
cial product categories included the product lines and accessories. Hasbro
Fair at the Jacob K. Javits Convention
brand-new Seasonal Celebrations and majored on Transformers, Spiderman
Center in New York City
and Star Wars in antici-
in February.
pation of the 30
th
anni-
This attendance figure
versary, while Mattel de-
represents a 15% in-
buted product based on
crease from 2006’s Toy
Disney’s upcoming mov-
Fair.
ie Ratatouille together
With positive fourth
with product featuring
quarter toy sales and
Cars, Superman, Batman
a renewed sense of
and Spiderman.
optimism, exhibitors
Fisher Price featured
showcased the new-
product starring Nick-
est and most innovative
elodeon’s Dora the
products, while buyers
Explorer, SpongeBob
crowded the aisles of the
and Hot Wheels and
Javits Center in search
Lego are also featuring
of items to stock their
SpongeBob in their 2007
shelves during the 2007
line-up together with
holiday season.
Batman and Harry Pot-
The four-day event was the showcase
Arts and Crafts. In addition, prod- ter. Strawberry Shortcake returns to
for the newest toy trends for 2007,
uct demonstration areas and drop- Playmates in 2007 with an expanded
specifically the upcoming holiday sea-
in learning centers, helped buyers line.
son which accounts for approximately
address their specific needs and Of course, the much-discussed trend
65% of annual toy sales. In addition
provided exhibitors with valuable of ‘age compression’ was evident, par-
takeaway information. ticularly in the number of electronic
The show, which certainly had a very toys on show. Manufacturers are un-
definite buzz about it this year, seems doubtedly taking advantage of the ‘tech
to mirror the toy industry in general toddler’ trend where kids are now said
in the US. Experts from Easy Analytic to be familiar with video games, port-
Software in New York estimate that able music players and cellphones by
the consumer spending on toys, dolls the age of seven – around six months
and games will reach $73.3 billion earlier than only a year ago. In fact, ac-
by 2011. This represents a growth in cording to reports, over 75% of new
overall sales from the estimated $51.6 toys introduced at toy fair contained
billion that consumers spent on toys some sort of microprocessor.
66
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