American International Toy Fair

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The American International Toy Fair (the trademarked name uses all capitals for TOY FAIR) is one of a few major toy industry trade shows held around the world. It is held annually in late winter (mid February) in New York City's Toy District (Broadway and 5th Avenue in the mid 20s)as seen on this [Google map]] and at the Jacob K. Javits Convention Center, and is open to the toy trade only. It is staged by the Toy Industry Association[Toy Industry Association] main site.

Javits interior, preshow

The show is claimed by the promotors to be the largest toy trade show in the Western Hemisphere. Last year, more than 1,500 manufacturers, distributors, importers and sales agents from 30 countries exhibited their toy and entertainment products in over 300,000 square feet of exhibit space TIA [2006 information site].

Venues

200 Fifth Avenue

The Javits exhibits feature demonstrations and displays in an open trade show setting, while the toy district showrooms offer a chance for buyers to consult with sales representatives from the major toy manufacturers in a quieter setting. These showrooms can be found at

200 Fifth Avenue between 23rd & 24th Streets
1107 Broadway at 24th Street
230 Fifth Avenue between 26th & 27th Streets
1115 Broadway at 25th Street

Each building (they are interconnected by upper story walkways) contains relatively small showrooms from many manufacturers, including in some cases, direct competitors (LEGO[Toy Fair 2005] LEGO showroom images and Mega Bloks or Nintendo and Sony for example). Products featured include current lines as well as samples of products not yet introduced, or products under development. Many manufacturers will stage receptions or events prior to the fair itself for invited buyers, media representatives with an interest in the product line, or dignitaries.

Attendance

Trolls (toy) decorated bus

Admission for buyers is free but proof of participation in the toy industry is required. Admission for toy manufacturer employees and media is not free, but credentials are still required. Toy manufacturers put a great deal of effort into promotional materials and advertising, as can be seen by the decorated bus. Many smaller retailers do a significant fraction of their total buying at the show, which often features significant discounts.

References

Lego Batman promotional statue with Bionicle advert

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