TIA faces up to tough issues
Refreshing candor, prevailing spirit at annual meeting
By Maria Weiskott -- Playthings, 6/1/2004
Oh, there was the usual order of business—board elections, new member welcomes, inspirational speakers, talks by industry experts. But the group also addressed some pointed issues in an open forum—and quite frankly.
The "pointed" issues? Among them, a possible location move for American International Toy Fair, the changing concept of 'toys' in a market evolving at lightning speed and the spirit and purpose of TIA as an industry-leading association.
The subject of a change of venue for Toy Fair from New York—its home for over 100 years—was refereed by Global Sourcing Group's Barry Shapiro.
Given the drop in revenue generated by the event and redevelopment plans in New York City, the location issue was ripe for discussion. No one disagreed with the potential for a logistics logjam over the next several years. The cost of fair-going in Manhattan has also been a concern.
Among the points arising during the discussion:
- A shortfall in Toy Fair revenue–which accounts for three-quarters of TIA's revenue overall—is driving the reconsideration of New York City as the location for Toy Fair;
- An alternative venue might revitalize attendance;
- TIA is studying the list of people that have dropped out of the show over the last several years;
- New York could be "reincentivized" as Toy Fair's venue;
- 68.6 percent of Toy Fair Buyers come from the Mid-Atlantic states.
(Last month, PLAYTHINGS.COM posed the question of Toy Fair location in its biweekly poll, suggesting possible locations. Results appear on this page.)
TIA president Tom Conley emphasized that the organization "is in the business of making marketplaces," adding members should review change with an open mind.
"The environment has changed and that is the constant that we are dealing with," he noted. "Unless we provide value, the trade show is going to go away."
Conley emphasized that the marketplace is built around the buyers and that decisions are based "every single day" on what the buyers want.
Indeed, with traditional toy sales declining, the challenge of making toys cool again was another hot topic. Richard Markee vice chairman of Toy R Us and president of the company's U.S. toy stores, noted that between 2000 and 2003, there was a decline of 17 percent in toy research and development. He cautioned members that the "emotional attachment" of play was dissipating, posing the question: "How do we adjust as an industry to adapt to the changing child?"
Industry consultant Rachel Geller, founding partner and chief strategic officer of The Geppetto Group, suggested the industry is challenged to make the word toy, "cool" again. "The new acculturation of children requires constant monitoring and thoughtful product development, product positioning and public relations," she said.
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