Show business

With the Toy Industry Association's president heading into his first show season at the organization's helm, Carter Keithley sat down with Playthings to discuss TIA's upcoming events and their future under his leadership.

What is the progress on October's Mass Market Fall Show as to exhibitors and the show's new format?

[As of mid-August] we have a little over 90,000 net square feet reserved at Javits. We're very enthusiastic about the number of buyers we have registered so far—somewhere near 700 compared to last year, when it was maybe only a couple of hundred at this point. We're not sure if that's simply a matter of timing because we started promoting the show earlier this time, but if it's not just timing and is, in fact, that we're succeeding in attracting a larger audience, then we have a huge hit on our hands.

Are there any changes you'd like to see to February's American International Toy Fair?

We'll have a few new sections: arts and crafts and a seasonal products section, in particular. We're going to continue to cultivate those kinds of sections. We're also trying to reach out and add some new excitement to the show—stuff that's too premature for me to talk about in any specifics, but we want to continue to add excitement and flair and fun to the show so that it will be a magnet not only for the buyers and sellers, but also for the media so we can get the industry message out. We also have a new branding campaign that's very exciting. The whole show will be given a face-lift.

What's the latest as to Toy Fair staying in New York?

We're contracted with Javits to be there through 2010 for the Toy Fair in February. What's more difficult to solve is the Fall Toy Show. At this point we do not have dates for the fall 2007 show at Javits so if there is not a building at which we can host a Fall Toy Show then it's problematic for us to pull off a show in New York.

Dallas was mentioned as a possible alternative…

When the board looked at the status of where we were at on April 30th, it reinforced its commitment to holding shows in New York, but just in case, decided we'd better put a hold on space in Dallas, which we have done. At this point we're getting certainly to the 11th hour. But at this point we want to keep the shows in New York for the foreseeable future, but we have an anchor to windward, as they say, if they can't.

How much does TIA's own financial stake in the show's success influence where it's held?

It's no secret that we're heavily dependent on the net revenues from the trade show to fund everything else that we do for the industry, but we can't make that a deciding factor in any of the decisions we make about the trade show. We have to focus on providing the best possible venue—the most cost-effective venue for the industry for both the buyers and sellers. If we do that, it will succeed and we will reap the benefits of that. In fact, my whole philosophy about trade associations is that if there was no industry, we wouldn't have a reason to exist; we're here only to serve the industry. If we do a good job, and provide quality services and take care of the members and all their needs, they will find their way to us and they will be loyal to us and support us as we need. I want folks to understand that when we make decisions about where the show should be, it's not for the benefit of TIA, it's for the benefit of the buyers and sellers at the show.

What are Javits' people telling you about how expansion work will affect Toy Fair?

We had a very thorough meeting and they promised us in no uncertain terms that it will not interfere with Toy Fair. They said they know how critical it is to be able to pull off an event without interference and assured us there won't be any disruption. That said, we're going to keep a very close eye on developments because we simply have to deliver a first-rate event.

TIA's relationship to the retail community—is that something you're looking to broaden or change?

Absolutely, we're working to broaden it. Retailers really need to have a place they can call home in the sense of an organization that represents their interests. I'm not sure we'll head down the path to having a full voting membership category for retailers in the TIA, but we may very well head down a path of trying to involve them in some kind of substantive way, in a structured network that would enable all of us to achieve to the same ends—that is to communicate to consumers the advantages of our products and to take advantage of those products and to protect the industry from unfair regulatory controls. As we speak, we have a strategic planning exercise going on and this is one of the topics of conversation—how we can do a better job involving the retail community with TIA.

What were your take-aways from the ASTRA convention?

Not only were we at the convention, we also met with them in their offices during our visit to Chicago during the road show. My take away is that it's perhaps one of the clearest examples of what a wonderful country we live in because that is an organization made up of mom and pop specialty retailers who are in some respects the heart and soul of America. They're independent entrepreneurs and they offer distribution paths for new toys that might have difficulty getting on the shelves in some of the larger retailers. I want to continue to stay as close to those people as we possibly can because they add a lot to the industry.

To read the complete Carter Keithley interview, go to www.playthings.com/keithley