Ah, wilderness!

"Go outside and play!" our parents were always telling us.

Now we're telling toy manufacturers to do the same thing, and we are giving them a chance to do it.

Next month, the Toy Industry Association (TIA) is introducing a brand new event—The American International Outdoor Toy Show—at the Pointe South Mountain Resort in Phoenix.

Produced by TIA as a venue for mass-market retailers to preview spring and summer toys for 2005, the dates of the show are May 4 and May 5, immediately following the annual TIA meeting, ToyCon.

"Creating the Outdoor Toy Show provides a new marketing opportunity to manufacturers," Tom Conley, TIA president, tells PLAYTHINGS. "This helps our industry move toward more consistent year-round sales, which is a win-win situation for retailers and toy companies alike," he adds.

As stated in TIA's strategic plan, the association's long-term goal is to 'expand' the toy industry and create a coalition of suppliers of family entertainment products. Conley notes that the Outdoor Toy Show is a move in that direction, offering "a unique buying venue to long-lead distribution channels that have traditionally been 'under-served' by the toy industry." These channels would include drug stores, home supply centers, nursery retailers and supermarkets, he says.

"We selected the show dates of May 4 and 5 to accommodate the buying schedules of long-lead retailers. Despite their overlap with the International JPMA Show (May 3-5 in Dallas), a conflict does not exist, as the exhibitors at the two shows are previewing different product," Conley explains.

He noted that Outdoor Toy Show exhibitors will include such manufacturers, importers and exporters as Funrise, Strombecker/Tootsietoy, Aqua Leisure, Insect Lore, Broadway Products, Marky Sparky, Inc. and more.

According to Conley, long-lead buyers attending the Outdoor Toy Show will have the opportunity to:

• Preview a comprehensive display of spring and summer products, all under one roof.
• Plan open-to-buy for 2005 without multiple buying trips.
• Build their outdoor toy category sales.
• Schedule appointments with current suppliers and meet potential new ones.
• Experience outdoor demonstrations of spring and summer products in a warm weather environment, on Pointe South Mountain's expansive grounds and in its water park.

The water park itself is a unique opportunity for exhibitors displaying water products to fully demonstrate their capabilities and "fun" value.

As of press time, Eckerd, Sam's Club, Supervalue Inc., Target, Toys R Us and Wal-Mart have all registered to attend the event.

The Outdoor Toy Show's core audience includes many of the same mass-market retailers who attend both the American International Toy Fair and the American International Fall Toy Show (formerly the Fall Mass Market Toy Expo). A number of these long-lead merchants have indicated an interest in spring and summer merchandise, Conley says.

"Following the same format as the Fall Toy Show, we are strongly suggesting that exhibitors schedule appointments with their retail buyers in advance of the show and, as the product on display is for 2005, the event will not be open for consumer media attendance," the TIA president tells PLAYTHINGS .

Participation in the show will be limited, with a total of 100 exhibit booths available for rental. Keeping the show to a certain size allows for ease of appointment scheduling for both manufacturers and retailers. The intimate atmosphere of a smaller exhibit venue, plus the added appeal of outdoor product demonstrations in a warm climate, provides buyer and seller an ideal combination for one-on-one meetings.

Online registration is available to mass-market retailers at toy-tia.org in the "TIA Trade Shows & Events" section. Registration details are also available by contacting Joan Tyre, TIA's registration and logistics manager, at (212) 675-1141, extension 223 or by e-mail: outdoortoyshow@toy-tia.org. Hotel reservations may be made directly by calling the Pointe South Mountain Resort at (877) 800-4888.