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Cliff Annicelli, Editor-in-Chief -- Playthings, 4/1/2009

Cliff Annicelli, Editor-in-Chief
  Cliff Annicelli, Editor-in-Chief
If you haven't been to Playthings.com recently, you've been missing out on an important conversation. It's there that our columnist Richard Gottlieb has been offering ample opportunity for toy industry insiders to share their views on issues impacting the business. Through his "Out of the Toy Box" blog, Richard started by asking readers to contemplate the future of Toy Fair. In an effort to get more of you to do the same, here are my thoughts on the issue in the hopes that you'll continue the conversation with Richard and me online.

When should Toy Fair happen?

Richard predicts Toy Fair will move to October, replacing the Fall Toy Preview. Afterwards, there would be just one annual show and manufacturers would need to adjust their development schedules to match.

My thoughts? Sounds plausible. I'm certain most manufacturers would prefer one show—it's cheaper—and that's timed to please big box buyers. As much as most toymakers appreciate and make an effort to support the specialty retail community, at heart I think 99 percent would jump at the chance to be on shelf at Toys "R" Us, Target or Barnes & Noble. They may even want to be at Wal-Mart. What I'm most concerned about is the impact such a switch would have on the specialty retail community. Toy Fair can move to October but I find it hard to believe specialty retailers will be in any shape financially to make any decisions before the holiday season's sales receipts are in and counted. Were that move to happen, I'd predict that the next thing you here from ASTRA is that it's moving its show to February—at someplace warmer and cheaper than Manhattan—to service those specialty retailers. And then, we're back to square one. Sometimes, one size doesn't fit all.

Where should Toy Fair happen?

Speaking of warmer and cheaper, Richard predicts a scenario in which the show rotates between New York and Los Angeles, opening up Toy Fair to West Coast retailers who no longer trek to New York in the middle of winter, and taking greater advantage of LA's powerful entertainment industry.

Me? I'd love to spend more time in Southern California, but I wince at the logistics of an LA show. Most of my time in LA is spent in traffic. Plus, if Toy Fair is in October, you can hold it just about anywhere. With weather no longer an issue, I'd rather focus on maximizing buyer attendance. How about centrally located Chicago? As a toy manufacturer, would you prefer more buyers on site or a (slim) shot at being on The Today Show in New York or Leno in LA?

An 'ultimate' toy show

Richard's most significant vision for Toy Fair isn't its location or timing—it's about size. He envisions the show growing into an "ultimate show for the 'play' industry," bringing under one roof pretty much every business in any way related to children's entertainment. The primary goal: maximum excitement and exposure for those involved.

Personally, I have a hard enough time seeing all the toy people at Toy Fair, so trying to get to every company I'd want to get to—even were the show 10 days long—would mean I'd spend even less time at each booth, and probably miss more than I'd gain. I'm not of a mind that bigger is always better.

But that's just me. What do you think?

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