Richard Gottlieb

Dallas: Undercurrents of change
October 15, 2007

In my last blog, I wrote about what I detected as a broad consensus that the just completed Dallas show was successful. I would be, however, doing a disservice to those I spoke with if I only dwelt on the issues on which everyone agreed. 

After reviewing my notes, I find that there were other voices that did not agree on a particular issue but did reflect another consensus: a general willingness to reconsider everything, even the industry’s most sacred dates, institutions and events. Here is some of what I heard:

1.         Why does Toy Fair have to take place in February?

I heard several people ask the question: “Why does Toy Fair always take place in February?” Well, the most obvious answer is: “Well because it always has.” If you think about it, Toy Fair is so ingrained that it’s like a federal holiday.   Some people are saying that it needs to come later in the year, perhaps March or early April. They want it to fall closer to the time that buyers actually make their decisions. 

2.         Why does the February Toy Fair have to take place in New York?

The Dallas show was so pleasing to people, even New Yorkers, that some are questioning whether the February show needs to move elsewhere as well. A combination of lower costs, ease of access and an easier going environment were awfully attractive.

3.         Why does the TIA just represent manufacturers?

Some feel that the TIA needs to represent the entire industry instead of just the manufacturers. This particularly came home in light of what some see as the bad press the industry is getting and the lack of a concerted and powerful response. Does the TIA need to change its mandate or does the TIA need to continue as it is and there be another organization that represents all constituencies?

4.         Why not treat the three major shows as one show broken into three parts?

Right now, some feel that there is no coordination between the three shows. They would like to see them work together to make the sum of the three parts greater than the whole. For example, some felt that there needed to be greater time opened up between shows and that by doing so, the shows would become more dynamic for everyone. One individual suggested the following schedule:

·          Fall Toy Fair to take place in November 2008 and be positioned for mass-market buyers to review products for Christmas 2009 while smaller retailers would look at spring products for 2009.

·          Winter Toy Fair (Hong Kong) would take place when it currently does.

·          Spring Toy Fair would take place in March or April of 2009 and meet the needs of mass-market buyers who want to buy for spring of 2010 while small retailers would buy for Christmas of 2009. 

5.         Where is manufacturing going to move?

Some are concerned by what they see as prices in China “going up everyday.” They are concerned that there is a need to look elsewhere; but they want to know where? They want someone to point a direction.

The change that began with the end of the era of the Toy Building is just beginning to unfold. Do you see change happening? What would you like to see change? Let’s hear your thoughts.

Posted by Richard Gottlieb on October 15, 2007 | Comments (0)