A Conversation with Steve Pasierb Teve Pasierb Is President and Emerged in 2015, and How Did TIA CEO of the Toy Industry As- Tackle Them? Ssociation (TIA)

#TFNY it’s here... Toy Fair 2016

t’s time to celebrate the extraordinary creativity of the toy community! The 113th North American International Toy Fair exists to serve tens of thousands of global guests eager Ito peer into the future of our great industry. From the latest technology to traditional play patterns, including board games and innovative playthings of all kinds, this one-of- a-kind marketplace will unveil the newest developments and biggest trends in toys, play and youth entertainment unseen at any other toy show in the world. Since its beginnings with just a handful of exhibitors in 1903, Toy Fair evolved into an essential event for buyers and sellers conducting business in Manhattan’s iconic Toy Center buildings. Today, it’s a world-class marketplace for toy companies, retailers, importers, inventors, licensors, brand owners, and entertainment executives – all of whom are committed to bringing joy, laughter and learning to children through play. Toy Fair is now the largest toy and game marketplace in the Western Hemisphere, filling every available square foot of the Javits Center. Year after year, hundreds of first-time exhibitors look to the marketplace as the indispensable venue to launch new product lines that push the boundaries of our very definition of “play,” while toy industry veterans return to showcase their latest innovations and reintro- duce beloved classics for a whole new generation of fans. Recog- nizing New York City’s position as the epicenter of the North American toy industry, Toy Fair also attracts 10,000 retail buyers and over 1,000 global reporters and media executives anxious to discover the next hit ©The Photo Group CONTINUED ON TO PAGE 3 A Conversation with Steve Pasierb teve Pasierb is president and emerged in 2015, and how did TIA CEO of the Toy Industry As- tackle them? Ssociation (TIA). Prior to join- Steve Pasierb: The transition ing TIA, he served as president and into the toy industry has been very CEO of the Partnership for Drug- smooth thanks to our great staff, an Free Kids, one of the nation’s largest engaged board of directors, and fan- nonprofit organizations focused on tastic members who have welcomed adolescent public health. Toy Fair me as I've traveled the nation each Times sat down with Pasierb to dis- week. With my background in adver- cuss his first year in the toy world, tising and marketing together with

his thoughts on the future of the toy over two decades intensely focused

industry, and what’s in store for TIA. on the needs of kids, I feel like I've N.J. Bellmawr,

arrived in a perfect place to combine 1239 No. Permit

Toy Fair Times: Now that you're set- business discipline with a passion for PAID

New York, NY 10010 NY York, New tled into your role, what are your bettering the lives of families. In fact, POSTAGE U.S.

1115 Broadway, Suite 400 Suite Broadway, 1115

impressions of the toy industry? I joined TIA right before we kicked STD PRSRT Toy Industry Association, Inc. Association, Industry Toy What important issues or topics CONTINUED ON TO PAGE 3

#TFNY 3

TOY FAIR 2016 international importers and distrib- an upbeat year that saw U.S. sales CONTINUED FROM COVER utors connect with U.S. exhibitors. gains in multiple toy categories. The

Steve Pasierb, President toys that will inspire and cultivate the And this year’s show will be abuzz positive momentum carried into the & CEO, Toy Industry minds of children everywhere. with two very special happenings: holiday season and will surely be felt Association, Inc. As a vital stop on the worldwide celebrations commemorating the at Toy Fair, when the toy communi- toy buying circuit, Toy Fair strives to 100th anniversary of the Toy Industry ty’s inventiveness comes to life and exceed the expectations of its guests. Association, and the launch of “Play sets the stage for what we anticipate To streamline the show experience, Fair,” a completely separate family will be another prosperous year. To we are always implementing and event taking place at Javits Center all of the toy lovers, play-seekers, and updating our mobile and web tech- North designed to delight toy fans trend-spotters who will experience nologies, like our free Toy Fair Mo- of all ages. Details about these and Toy Fair 2016: thank you for making John Gessert, bile app, available for download on many other special events, educa- New York City your destination this Chairman, Toy iTunes and Google Play, and Shop- tional presentations, and networking February and best wishes for a suc- Industry Association, Inc. and President & ToyFair365.com, our year-round on- activities taking place during Toy Fair cessful and fun-filled show! u CEO, American Plastic line marketplace. We have also in- week can be found in this issue of Toy Toys, Inc. troduced complimentary resources, Fair Times. like our Export-Ready Guide, to help We are fortunate to be coming off

A Conversation with Steve Pasierb CONTINUED FROM COVER sometimes illegal laws that don't at spotlight on the wonderful benefits as well, all of whom play an import- off our GeniusOfPlay.org consumer all help advance safety. As such, we of play as we develop and grow the ant role in the Association and in campaign, a massive, industry-wide are not going to let this climate of Genius of Play initiative. helping to shape the future of the initiative that aims to promote the rumors and fear-generating stand industry. We should discuss taking benefits of play (whether cognitive, and are actively pushing back with TFT: How do you think the toy in- this inclusiveness a few steps further physical, social or emotional). While hard data, verifiable facts and spe- dustry will fare in 2016? by widening the scope of TIA’s mem- many of us in the toy community are cifics about today's toy industry and SP: 2015 was a banner year for bership to include any play-relat- aware that play can be transforma- our collective commitment to safety. the toy industry, both in the U.S. ed professional who wishes to join tive in a young child’s life, the act of The truth of the matter is that each and globally. Early reports from The – that is, anyone whose business play (especially open-ended play) is and every toy sold in the U.S. must NPD Group projected that U.S. toy centers on bringing playful experi- waning in the face of families focused comply with over 100 rigorous safe- industry sales would grow roughly ences to children. I truly believe that on improving a child's standardized ty and regulatory requirements that 6% by year-end, and toy sales across TIA is on a path to one day evolving test scores, extracurricular activities, have been carefully developed by 11 countries, including the UK, into the association representing the and time in front of digital screens. the government, medical commu- Canada, Poland, Russia and France, broad toy and play industry and will So, it’s been TIA’s goal to make sure nity, industry, and consumer groups. grew 7% for the first three quarters do that in a manner that measurably that parents are still finding time in The bottom line: toys are safe. of 2015. Final numbers will only be fosters overall industry growth and their busy lives to allow their kids to At TIA, we’ve been working released in late January, but as of this success. just be kids – to have fun and build around the clock to educate and in- writing, all signs point to a very pos- Finally, I continue to preach the important skills that simply can’t be form the general public and political itive year. concept of “membership excel- developed only in a rigid classroom decision makers about the absolute Experts are predicting that 2016 lence.” Strengthening TIA's offer- setting. The campaign has been very safety of toys and the fact that U.S. will be another successful year for ings, services, and resources across successful in digital and social me- toy safety standards are among the toy companies, and I’d have to agree every level of membership is my dia – to date, parents and caregivers most protective in the world. We’ve with that vision. At TIA’s Fall Toy Pre- personal top priority. We have to ex- nationwide have pledged more than also been tying in a lot of the posi- view in October (which showcased cel. We also have to continually rein- 5 million collective hours of play tive messaging from our Genius of product for Q4 2016), we saw an ex- force our go-to-market events – the with their kids. It’s incredible to see Play campaign to underscore the traordinary range of highly creative North American International Toy such a positive response from par- point that toys are the tools of play new toys and games. The mood was Fair and Fall Toy Preview – to make ents when they are reminded about that help children of all walks of life very upbeat, exhibitors reported sure that we’re meeting the needs of the joy of play. to develop lifelong skills. strong traffic and sales, and overall our various audiences and keeping That said, with all of the optimis- Looking ahead to 2016, we’ll con- it was clear that toymakers are push- pace with the rapidly evolving toy tic play research and statistics that tinue to work hand-in-hand with all ing the boundaries to produce truly industry. This February, we’re work- emerged as part of our Genius of Play interested parties – from consumer innovative playthings. ing with wonderful partners at Left- campaign, it has been mind-bog- groups and parents to regulators and Field Media to launch Play Fair, TIA's gling to me to see so much misinfor- government officials – to ensure that TFT: Finally, what’s in store for the first-ever major consumer event mation circulating in the news me- all toys, whether produced in Amer- future of TIA? centered on bringing beloved toys dia, among policymakers, and from ica or abroad, remain safe. We’ll also SP: TIA is a strong and vital orga- and brands to life and delighting toy NGO consumer groups questioning be ramping up our efforts to make nization, but that fact can never be fans of all ages. I’d like to see where the safety of toys found on America's sure that parents are well-informed taken for granted and there is always this pilot show takes us and consid- store shelves. Unfortunately, toys about where to purchase safe toys, room for significant improvement er pioneering additional consumer have become a too easy and emo- how to interpret labeling and age and new challenges to tackle. I’d like events down the line. Reducing the tional target for some to advance grading, how to properly play with to focus on two major points. product testing burden is some- their agendas regarding chemicals and store toys, and when to discard TIA’s membership has expanded thing that we have to continue to in society. States and local govern- a toy that has been damaged or com- and now includes not only toy man- push over the long haul at both the ments are now stepping in with re- promised in a way that renders it ufacturers, but retailers, licensors, government and retailer levels. Last dundant, unnecessary, illogical and unsafe. Along the way, we’ll shine a sales reps, inventors and designers CONTINUED ON TO PAGE 4 4 www.ToyFairNY.com What’s Happening at Toy Fair

ew York City is the place to be for fun and games this February, when specialty toy store owners will also begin on Saturday, with a presentation on the ribbon is cut and the doors open to the largest toy and youth how to “amp up” your advertising, marketing and in-store promotion plans. Nentertainment product marketplace in the Western Hemisphere: the Also on Saturday, families, toy collectors and media will enjoy an interac- North American International Toy Fair! tive “play date” at the inaugural Play Fair – a consumer event that will allow Now entering its 113th year, New York Toy Fair annually draws nearly toy fans of all ages the opportunity to touch, feel and interact with their fa- 30,000 play professionals from 100 countries, all of whom are anxious to see vorite toys, games and entertainment brands in a family-friendly setting that the upcoming year’s hottest trends and most innovative toys and games for is separate from the Toy Fair marketplace. Hosted by TIA and LeftField Me- children. More than 1,000 creative toymakers – from start-ups to well-known dia, Play Fair will take place at Javits Center North from February 13-14. More global brands – will unveil hundreds of thousands of inspiring playthings that details about this exciting event can be found in this issue of Toy Fair Times. will bring joy, laughter and learning to children everywhere. On top of the robust sales activity and trend-spotting taking place at the Sunday, February 14th marketplace, Toy Fair will host an array of special events and enriching sem- On day two of the show, companies looking to grow their businesses inter- inars designed to help visitors build new contacts and learn about the future nationally will benefit from TIA’s exclusive Global Market Research program- of play, youth trends, licensing, independent retailing, entrepreneurship, and ming, with sessions focusing on market entry obstacles and opportunities in more. Visitors are encouraged to soak up all that Toy Fair has to offer by taking Canada and the UK. On Sunday afternoon, TIA will also host its annual Toy note of the following happenings. For up-to-the-minute show information, Trends Briefing, free for all show attendees, to unveil the Association’s top toy be sure to check out www.ToyFairNY.com. trend predictions for 2016.

Friday, February 12th Monday, February 15th The night before Toy Fair opens, hundreds of toy executives and industry Bright and early Monday morning, TIA will host its annual Toy Safety Up- guests will attend a very special 2016 Toy of the Year Awards (TOTY) cere- date sponsored by ANSECO Group, Bureau Veritas Consumer Products Ser- mony at the American Museum of Natural History. In addition to honoring vices, CMA Testing and Certification Laboratories, SGS North America and the year’s finest toys and games, the awards program will include the induc- UL, to provide industry stakeholders with updates on important changes in tion of Bob Iger, President and CEO of The Walt Disney Company, into the state, federal and international toy safety requirements and introduce emerg- esteemed Toy Industry Hall of Fame. The spectacular event will also cele- ing issues under consideration by legislators around the globe. brate the 100th anniversary of the Toy Industry Association (TIA), which was Also on that day, toy companies, media brands and mobile developers founded in 1916. More information about TOTY is available in this issue of will gather to strategize and collaborate on the ever-changing nature of the Toy Fair Times. Visit www.TOTYAwards.org to purchase tickets. children’s entertainment and educational industries at the 10th annual Digi- tal Kids Conference, taking place alongside Toy Fair at the Javits Center from Saturday, February 13th February 15-16. Toy Fair kicks off at 9 a.m. sharp with a ribbon-cutting ceremony in the With additional seminars and special events being added to the Toy Fair Crystal Palace, featuring a parade of costumed characters and special guests. schedule each day, the 2016 show is sure to be a whirlwind of energy and TIA’s Licensing Content Connection, an educational program tailor-made for activity. those with an interest in licensing, will begin on Saturday with two afternoon Visit www.ToyFairNY.com and Toy Fair Mobile for up-to-the-minute de- seminars presented by Advanstar and the Licensing Industry Merchandis- tails about Toy Fair happenings, exhibitor listings, educational sessions, hotel er’s Association. Independent Thinking’s free, expert-led sessions targeted to reservations, and more. u

Steve PasierB CONTINUED FROM PAGE 3 but not least, we absolutely need to be thinking “global.” The U.S. toy industry doesn’t operate in a vacu- um and TIA staff now continually travel the world in order to advance our members' interests, so growing and strengthening our ties with the international toy community, especially in Southeast Asia, is an absolute must. I’m beyond proud that I have been given the opportunity to do this work, and feel blessed to be a part of this inspiring industry, which brings joy to millions of kids every year. The TIA staff and I are ready to take on the year to come, while never losing focus on the needs of our members or the importance of shar- ing the Genius of Play. I believe that great things are on the horizon! u

FEBRUARY 13-16, 2016 | NEW YORK CITY

6 www.ToyFairNY.com 2016 Toy Trend Forecast

nown by many as “the place a regular basis to see what they have and offer a lot of play value – whether that teach science, technology, en- where trends are unveiled,” in the pipeline as we begin to map they are tech-enabled or not. gineering, arts and math (STEAM) KNew York Toy Fair feels a lot out future trends. We keep all of the Many of this year’s top trends in- continue to be top contenders in the like Christmas. Industry insiders in information we gather in our back clude timeless classics that incorpo- toy market. Parents and educators search of the pockets as we work to develop our rate traditional play patterns. Puz- appreciate these toys because they hottest new final list of the hottest trends for the zles, board games and active toys all help prep kids for school by building trends flock coming year. Our work culminates bring a lot of fun to the table, while important spatial, reasoning, critical to the market- at the North American Internation- also allowing families to disconnect thinking, and problem-solving skills. place to see, al Toy Fair each February, when we from their digital devices and con- As always, expect to see a twist and a touch, and test comb the show floor to ensure that nect with one another. few more layers to this trend for 2016. the very new- we haven’t missed anything import- est toys and ant. Once our trends list is finalized, Toy Fair Times: Any other trends Toy Fair Times: How is pop culture Adrienne Appell, games. B u t we announce it to media and buyers to take note of? influencing toys in 2016? Toy Trend Expert, with hundreds on day two of the show. AA: Some trends that we’ll see at AA: Licensing continues to influ- Toy Industy Association of thousands of this year’s show are carrying over ence the toy aisle, accounting for playthings on display, Toy Fair can be Toy Fair Times: So, what are some of from the past. This demonstrates just over 30% of total toy sales. Next a bit overwhelming. The Toy Indus- the new trends for 2016? how trends can be sustained when year, we’ll be seeing a ton of fami- try Association’s (TIA) trend-spotters AA: We can’t give everything away new and exciting components are ly-friendly movies, new television help to make the show a little less just yet, but we can tell you that we integrated. It speaks not only to the shows, online content and more. The daunting for visitors by unveiling the are seeing a lot of exciting advance- creativity and innovation of toymak- good news for the toy industry is that top trends of the year on the second ments in tech. From self-flying, ers, who have to keep a trend fresh toymakers are being given a lot of fun day of the show. Adrienne Appell, multi-function and mini drones to and exciting, but also to outside in- and exciting content to base innova- TIA’s leading trend expert, is giving robotic toys that teach kids how to fluences like technology and pop tive products on. Toy Fair Times readers a sneak peek code, program and build, expect to culture and how they can affect fam- at the hottest toy trend predictions find an array of jaw-dropping tech ilies’ interests and buying habits. Toy Fair Times: Thanks so much for 2016 and an invitation to this playthings at a variety of price points We also see new trends every year, Adrienne. Any last words? year’s Toy Trends Briefing, taking for kids of all ages. and some may have a quicker life AA: Our annual Toy Trends Briefing place on Sunday afternoon, Febru- We are also seeing an expansion in cycle, similar to trends in the fash- will take place on Sunday afternoon, ary 14th at the Javits Center. the toys-to-life category. These toys ion industry. Normally these quick February 14th at the Javits Center, mash-up innovative and affordable trends do re-surface at a later date to and is open to all show attendees. Toy Fair Times: How does TIA technology with traditional toys to entice and excite a whole new gener- You’ll hear our projections about the identify the year’s hottest trends? provide children with a truly 360 de- ation of kids. When trend-tracking, year’s top trends and see examples of Adrienne Appell: TIA’s trends team gree interactive play experience. it’s imperative to recognize all trends products that illustrate these trends works year-round to identify and because they will ultimately resonate across multiple product categories. track product developments and Toy Fair Times: So, it’s all about in sales for companies – and smiles Details about the presentation are emerging trends both within the tech? for kids! available at www.ToyFairNY.com and toy industry and also in many in- AA: No – tech is just one aspect of on Toy Fair Mobile. dustries that influence the toy and our highly creative industry. While Toy Fair Times: What are some of We look forward to seeing every- youth market (think: fashion, tech- many families do enjoy technology, the trends that are carrying over? one at the Toy Trends Briefing, but for nology, food, décor, etc.). A major they aren’t purposely seeking out AA: We did a good job when we trend reports throughout the year, be part of our work involves meeting tech toys. Instead, they’re attracted coined “Full STEAM Ahead” a cou- sure to visit www.toyassociation.org/ individually with toy companies on to playthings that are well-rounded ple of years ago! Educational toys trends. u

Sam Harwell TIA PRESIDENT & SENIOR TOY FAIR TIMES Officers Big TimeToys, LLC. LEADERSHIP Kimberly Carcone CHAIRMAN Howard Kahn Steve Pasierb Senior Director, Market Events John Gessert Kahn Lucas Lancaster, Inc. President & CEO Kimberly Catucci American Plastic Toys, Inc. Jeffrey Kennis Ed Desmond Senior Project Manager VICE-CHAIRMAN/CHAIRMAN-ELECT Enchanted Moments, Inc. Executive Vice President, External Affairs Kristin Morency Goldman David Hargreaves Shirley Price Marian Bossard Communications Specialist/Journalist Hasbro, Inc. Funrise Toy Corporation Senior Vice President, Global Market Events Laura Mangiaracina SECRETARY-TREASURER Bruce Raiffe Kenneth Ebeling Manager, Advertising, Sponsorship and Robert Wann Gund Vice President, Strategic Development & Promotions Patch Products, Inc. William To Member Services Ashlee Neuman VTech Electronics North America, LLC Alan P. Kaufman Communications Specialist/Content Developer BOARD OF DIRECTORS Manuel Torres Senior Vice President, Technical Affairs John Barbour Universal Partnerships & Licensing Joan Lawrence LeapFrog Enterprises Vice President, Standards and Regulatory Richard Barry ADVISORY COMMITTEE Affairs Toys R Us Al Verrecchia Kenneth Seiter Andrea Barthello Hasbro, Inc. Vice President, Strategic Communications ThinkFun, Inc. Soren Torp Laursen Paul Vitale William Beebe LEGO Systems, Inc. Senior Vice President, Finance & Operations Playmates Toys, Inc. Drew Brazer HONORARY ADVISORS TOY INDUSTRY FOUNDATION LEGO Systems, Inc. Neil Friedman Jean Butler Kerry Cunnion ALEX BRANDS Executive Director TOMY International Alan Hassenfeld Hassenfeld Family Initiatives

FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 7 PLAY FAIR: New York City’s Coolest Play Experience for Families and Toy Collectors amilies, toy collectors and the and unparalleled access to enrich- and games. building with LEGO bricks, there hottest toy brands will join ing events and experiences built As of press time, Play Fair’s im- will be fun for the whole family to Ftogether under one roof this around the power of play,” said pressive line-up of sponsors already enjoy together.” February for a unique consumer Marian Bossard, SVP, global market includes presenting sponsors LEGO “For the first ever Play Fair, we event celebrating play and enter- events at the Toy Industry and Nickelodeon, as well as have designed an amazing fan ex- tainment for all ages – the first-ever Association. “It’s a truly Mattel, Hasbro, Crayola, perience that lets kids and families Play Fair! one-of-a-kind event for Cartoon Network, War- interact with their favorite Nickel- Hosted by the Toy Industry Asso- families and fans to ner Bros., Toys“R”Us odeon characters like SpongeBob ciation (TIA) and LeftField Media, explore nostalgic and and 25 addition- SquarePants, Teenage Mutant Ninja Play Fair will take place Saturday, innovative toys and al brands preparing Turtles, PAW Patrol and Blaze and February 13 and Sunday, February brands in an all-ages memorable experienc- the Monster Machines,” added Pam 14 at New York City’s Javits Center atmosphere that can’t be es for kids, families and Kaufman, chief marketing officer North. Since the North American In- beat!” toy enthusiasts. and president, consumer products ternational Toy Fair is open to trade At the heart of Play Fair will be “As a presenting sponsor for the at Nickelodeon. “Year after year, Toy guests and media only, Play Fair is immersive experiences, including first-ever Play Fair, we are thrilled to Fair continues to be the destination an exciting opportunity for fans to toy reveals, photo ops, character support this one-of-a-kind family for toy enthusiasts and with the ad- touch, feel and interact with their interactions, stage performances, event that allows us to bring inter- dition of Play Fair, this year promis- favorite toys, games and entertain- author readings, celebrity signings, active, engaging LEGO experiences es to be an unforgettable event en- ment brands in a family-friendly live music, and giveaways, along to families and kids of all ages,” said joyed by all.” setting that is separate from the Toy with special activities to celebrate Michael McNally, senior director, For more information about Play Fair marketplace. Valentine’s Day. Retail areas will al- brand relations at LEGO Systems. Fair, please visit www.playfairny. “A fun and interactive live event, low attendees to purchase show ex- “From large scale LEGO models com and follow Play Fair on Twitter Play Fair will provide toy lovers – clusives, limited edition products, to one-on-one interaction with a (@playfairny) and Facebook (www. from kids to adults – with unique and rare variants of beloved toys LEGO Master Builder to creative Facebook.com/playfairny). u

BOOKEXPO AMERICA (BEA) WELCOMES TOY STORE OWNERS & BUYERS May 11-13, 2016 | McCormick Place, Chicago, IL

Discover Children’s Books, Hobby & Game Titles, and Specialty Children’s Toy & Gift Items.

Interested in attending BEA? Qualified buyers and store managers will be offered a free badge to BookExpo America (BEA).

For more information, please contact Lisa Montanaro at [email protected] or 203-840-5902.

bookexpoamerica.com

Interested in Exhibiting at BEA? Contact Doug Scully at [email protected] 8 www.ToyFairNY.com The Genius of Play: Helping to Bring More Play into Children’s Lives

lay is an essential part of childhood fun — but it also has a criti- part of their children’s day – every day!” cal role in children’s development. That’s the message behind The At www.TheGeniusofPlay.org, families can find facts, tips, expert advice, PGenius of Play, the Toy Industry Association’s (TIA) industry-wide activity ideas and more to help them weave play into their daily routines, movement to raise awareness about the importance of play and bring more plus fun animated videos that showcase a multitude of skills that kids learn play into children’s lives. through play at various ages. The website also features Building on the success of the 2014 Q4 pilot, TIA official- monthly expert advice columns from renowned play and ly launched the Genius of Play initiative in June of 2015. child development experts, as well as facts from the latest Grounded in cutting-edge research, The Genius of Play studies on play. aims to educate families about the many ways in which play The initiative is supported by a robust social media cam- supports children’s physical, cognitive, social and emotion- paign, actively engaging families through Facebook, Twitter, al development. In fact, the American Academy of Pediat- Instagram and Pinterest. Through these social platforms, rics recommends that every child spend at least 60 minutes The Genius of Play has been encouraging parents and care- a day in open-ended play. givers to take the Play Pledge — a promise to support the “Due to overbooked afterschool sched- kids in their lives with a certain number of playtime hours each week. By ules and an overemphasis on academic the end of November, families had collectively pledged nearly 5 million play achievement, playtime in America has hours — five times the Genius of Play’s annual goal. been dwindling,” said Ken Seiter, TIA In honor of the milestone, TIA donated $10,000 worth of brand new toys vice president of marketing communi- to children in need through the Toy Industry Foundation’s Toy Bank pro- cations. “What many parents don’t know gram, helping to bring comfort and joy to kids in low-income communities, is that research has shown play to be a military families, foster care and hospitals. critical component of children’s educa- “Achieving this milestone was a huge step forward in spreading the mes- tion, and key to kids’ success in the class- sage about the developmental benefits of play,” said Seiter. “Our focus now room. Through play, children learn about the is to build on this momentum — we’ve already started work on exciting world around them, build important skills, initiatives for 2016 to grow the program and share this important message and work through their emotions. Our goal is with an even wider audience.” to inspire parents to make play an important For more information, visit www.TheGeniusofPlay.org. u

Read All TOY FAIR FACILITATES About It GLOBAL Connections Toy Fair is pleased to acknowl- edge our Publication Partners. As n recognition of Toy Fair’s global outreach strategy and becoming er Lounge on-site at Toy Fair. a service to our attendees and ex- al importance, the show was se- export-ready. For those companies For more information about Toy hibitors, the following trade publi- Ilected by the U.S. Department already active on a global scale, this Fair and its resources for global at- cations will be available onsite at of Commerce (DOC) to participate session will offer insights on market tendees, visit www.ToyFairNY.com. u Toy Fair. Pick up your FREE copies this year in the International Buyer growth and expansion. [For more whiles supplies last. Program (IBP) Select. details, turn to p. 11.] Thanks to this government-in- “The presence of the Depart- Creative Play Retailer dustry program aimed at increas- ment of Commerce at Toy Fair is an Edplay ing U.S. export sales, the DOC has exciting addition to our resources Dealerscope actively encouraged Toy Fair atten- for international attendees, and is Gifts and Decorative Accessories dance among toy buyers from Aus- an incredible boon for those U.S. Kidscreen tralia, Chile, Germany, Mexico and companies looking to increase A selected participant in the International License! Global the United Kingdom, and is work- their global exports,” said Marian Buyer Program Select The Licensing Book ing to connect them with U.S. ex- Bossard, TIA’s senior vice president Museums & More hibitors during and after the show. of global market events. “Toy Fair’s Party & Paper DOC representatives will also be participation in the International Retail Merchandiser on-site at the Javits Center to pro- Buyer Program is a true asset as we Selling Christmas vide counsel and market analysis continue to expand Toy Fair’s global Selling Halloween for qualified U.S. exhibitors, and audience and value.” Souvenirs, Gifts & Novelties to assist in matching internation- To further help international The Toy Book al buyers with U.S. toy companies buyers easily identify manufac- Total Licensing that are export-ready. turers that can supply products to Toys and Family Entertainment In a special Toy Fair educational their markets, Toy Fair provides session called “A Guide to Export- a directory of exhibitors that are We are also pleased to acknowl- ing: The Toy Industry—Challenges prepared to export to more than edge the support of Global Toy and Opportunities,” DOC interna- 60 national markets outside of the Experts as an online publication tional trade specialists will provide U.S. Hard copies of the Directory partner. participating exhibitors with expert of Export-Ready Exhibitors can be advice on designing an internation- picked up at the International Buy-

FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 9 The Great Canadian Play Date A Message from the Canadian Toy Association, an Affiliate of TIA

he Canadian Toy Association (CTA) is Follow CTA on twitter @cdntoy and use Tim Hortons, Petro Canada ou d’autres grandes pleased to invite all Canadians at Toy Fair #CTAbeanie16 to join the conversation. compagnies Canadiennes. Vous devez y assister Tto the 2nd annual “Great Canadian Play pour gagner. Date,” taking place Sunday, February 14 from 6 to L’évènement ‘Great Canadian Play Date’ est de Le plaisir ne se limite pas à l’évènement ‘Great 8 p.m. in the Member Lounge (Hall E) at the Javits retours Canadian Play Date’ - visitez notre kiosque dans Center. Join fellow visitors from the Great White L’Association Canadienne du Jouet est heu- le salon ‘Members Lounge’ à travers l’exposition North for a Valentine’s Day drink and snacks be- reuse d’inviter tous les Canadiens à notre deux- de jouets pour ramasser votre copie de notre fore head- ième édition annuelle du gala ‘Great Guide Supplément Canadien, ou de ing out on Canadian Play Date’, qui aura lieu prendre un ‘selfie’ en bonnet pour the town! le dimanche 14 Février, 2016 de encore courir la chance de gagner Don’t 18:00-à-20:00 dans le salon ‘Mem- un montant supplémentaire de forget t o bers Lounge’ (Hall E) du Centre 100CDN $ en cartes-cadeaux. bring your Javits. Rejoignez-nous pour un Suivez-nous sur notre compte Canadian apéritif et des collations sous le twitter @cdntoy et utiliser Passport – it’s your ticket to the exclusive recep- signe de la Saint-Valentin avant #CTAbeanie16 pour vous joindre tion. Bring your business cards to enter a draw- de vous diriger à la découverte à la conversation. u ing for one of ten $100 CAD gift cards from Tim de la ville ou de vos réunions de Hortons, Petro Canada and other Canadian com- dîner d’affaire. panies. Apportez votre passeport Ca- The fun doesn’t stop there – visit CTA’s desk in nadien, il est votre billet exclusif the Member Lounge throughout Toy Fair to get à toutes nos réceptions Cana- your hands on a free copy of the “All-Canadian diennes, et n’oublier pas votre Supplemental Guide,” a special guide for retailers carte d’affaire pour courir la in search of products that are available for sale in chance de gagner à notre tirage Canada. While you’re there, take a selfie wearing de certains prix très Canadiens. the CTA beanie for a chance to win additional gift Vous serez admissible à gagner l’un des cards! dix de 100CDN $ de cartes-cadeaux de 10 www.ToyFairNY.com TIA’s Knowledge Network: Expand Your Mind… And Grow Your Business at Toy Fair ’16

n addition to order-writing geared toward licensors, licensees, build relationships with visiting li- Small and Scrappy,” presented by and trend-spotting opportuni- brand owners and entertainment censors from 20th Century Fox, Car- Shannon Eis, VP of corporate com- Ities, Toy Fair offers attendees executives. toon Network, Disney Consumer munications at Yelp. Eis will share educational programming to help On Saturday, February 13th, a Products, Dreamworks Animation, creative and effective local media increase their business savvy and “Licensing 101” session will be pre- Marvel Entertainment, Nickelode- strategies for small businesses; how understanding of the global toy sented by Jessica Blue, VP at Advan- on, Sesame Workshop, and more.” to build relationships with the press; market. This year’s show will pro- star, organizers of Licensing Expo. To view the full Licensing Con- how to create the “right” kind of at- vide its diverse audience members Later that day, a session hosted by tent Connection schedule, visit the tention for your business; and the the Licensing In- “Knowledge Network” section of role customers play in helping to tell dustry Merchan- www.ToyFairNY.com. Registration your business story – online and off. disers Association to attend the seminars is required. (LIMA) will provide TIA members pay one low rate of additional tips and $99 and non-members pay only insights into the $139 – whether they attend one or world of licensing. all of the sessions. Packages that in- On Sunday, clude entrance to all Content Con- Creative Factor February 14th, li- nection sessions and the Global For more than a decade, Cre- censing consul- Market Research seminars can be ative Factor has provided Toy Fair’s tant Ira Mayer and purchased for $99 (TIA members) inventor and designer community licensing trend and $225 (non-members). with free drop-in sessions that ex- expert Karen Rau- plore a range of topics, including gust will present project funding, negotiating agree- – including retailers, inventors/de- “Full STEAM Ahead: The Intersec- ments, tech innovations, protecting signers, manufacturers, and small tion of Licensing and Education- inventions, and more. The program business owners – with a host of al Toys.” This seminar will explore Independent Thinking offers up a cadre of experts who are learning opportunities that will how licensed property owners are Independent Thinking is a free on-hand to help people new to the make their visit fun, interactive and adding educational product mak- series tailored to independent and business as well as seasoned pro- richly rewarding. ers to their licensee lists as they try specialty retailers. These seminars fessionals looking for new tools and “We are proud to bring several of to expand into new categories and are designed to provide neighbor- techniques for developing great the most respected leaders in the capitalize on the high profile of ed- hood toy store owners with tips and product. global toy industry together under ucational trends, such as STEAM tools for growing their businesses. Creative Factor panels and lec- one roof to share their perspectives, (science, technology, engineering, “We are proud to continue our tures at this year’s show will in- insights, best practices, and a few arts and math). Mayer and Raugust century-long tradition of support- clude speakers from littleBits, ‘tricks of the trade’ with Toy Fair at- will summarize key trends and chal- ing specialty retailers who visit New Roominate, the United Inventors tendees,” said Marian Bossard, SVP lenges related to licensing and the York Toy Fair to see unique toys and Association, Global Toy News, and of global market events at the Toy educational market and provide a games that will attract shoppers to Kickstarter, among others, who will Industry Association (TIA). “While retail analysis that highlights how their stores,” said Bossard. “Our In- discuss female entrepreneurship, the show is first and foremost seri- retailers are merchandising licensed dependent Thinking series aims to gender in toy design, and successful ously business-oriented, our pro- educational playthings currently on provide these small business own- crowdfunding campaigns, as well as gram of seminars and conferences the market. ers with the information and tools additional topics relevant to entre- transforms Toy Fair into a truly Also on Sunday, a session entitled they need to achieve marketplace preneurs in the toy and youth enter- well-rounded event.” “How to Evaluate a License” will be success!” tainment industries. The following is a breakdown of moderated by LIMA’s Marty Broch- The series will kick off on Satur- This year, the program is also in- educational programming planned stein and co-presented by JJ Ahearn, day, February 13th with “AMP UP troducing an “Ask a Pro” booth on for Toy Fair ’16. The list isn’t exhaus- managing director at Licensing Your Advertising, Marketing and the show floor to allow attendees tive – so be sure to check the “Knowl- Street and Woody Browne, principal Promotion Plans!” presented by to ask industry experts questions edge Network” section at www.Toy- at Building Q. Tom Shay, a lifelong small business on a variety of topics, including toy FairNY.com or Toy Fair Mobile for “Licensed playthings are a pow- owner and manager and author of design, 3D modeling and rapid pro- all learning opportunities available erful segment in today’s market, ac- 11 books on small business man- totyping; sourcing and manufactur- at this year’s show. counting for just over 30% of all toys agement. This session will describe ing; legal and intellectual property; and games sold in the U.S.,” said how having an annual advertising public relations; crowd-funding; Bossard. “At Toy Fair, we continue plan can eliminate buying mistakes and more. to see a robust presence of key li- with media, increase the effective- Creative Factor is hosted by censors looking to connect with toy ness of advertising, and allow busi- Brett Klisch, the owner of Peru Me- industry partners. We’re pleased to ness owners to purchase media at ridian Studios, a design and man- once again offer educational pro- reduced prices. ufacturing firm that works with Licensing Content Connection gramming that will help toy profes- Independent Thinking will con- independent designers and start- TIA’s Licensing Content Connec- sionals understand the fundamen- tinue on Sunday, February 14th ups as well as some of the biggest tion will once again offer education tals of licensing so that they can with “How to Get Press When You’re companies in the toy industry.

FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 11

growth; children’s routines and play dustry – Challenges and Opportu- Global Trade preferences, including TV and other nities” will be presented by the U.S. and Market screen time; cultural gift-giving oc- Department of Commerce. DOC Expansion casions; brand awareness; primary experts will help attendees design Building on the enthusiastic retail and distribution channels; their own international outreach response to TIA’s Global Market Re- media opportunities; and more. strategy by providing guidelines on search sessions at Toy Fair 2015, TIA “The business intelligence and becoming export-ready and details will once again present seminars consumer data provided in our on growth-market expansion. dedicated to helping toy companies Global Market Research presen- For companies looking to devel- identify strategic export opportuni- tations can help companies make op their businesses on the home ties overseas. informed decisions and determine front, a free session presented Hosted by TIA in partnership with whether a given market is the right by Martyn Tipping, CEO of Sto- global research consultancies Altios fit for their products,” said Anne ryScore, will take place on Mon- International and Kidz Global, this McConnell, TIA senior director of day, February 15th (3 to 4 p.m.). year’s presentations will provide key market research and data strategy. Entitled “How to Tell if Your Toy/ highlights from recently conducted Registration is required for TIA’s Game Brand’s Social Media Strategy research reports on potential op- two-session Global Market Re- is Really Working,” this session will portunities and challenges within search package. Participation is use examples and case studies to the Canadian and UK toy markets. free for TIA members and $179 explore the importance of incorpo- Taking place on Sunday, February for non-members for either one or rating a compelling narrative into 14th, the seminars on Canada (11 all of the presentations. Non-mem- social media content. a.m. to 12 p.m.) and the UK (2 p.m. bers save over $90 when they regis- Complete details about Toy Fair’s to 3 p.m.) will share critical findings ter for both TIA’s Licensing Content educational programming – includ- in order to help companies assess Connection and TIA’s Market Re- ing registration information and best strategies for establishing and search package (for a total cost of session locations – can be found in expanding sales activity in these $225). the “Knowledge Network” section areas. Discussions will cover mar- Additionally, a free session called at www.ToyFairNY.com and on Toy ket demographics and economic “A Guide to Exporting: The Toy In- Fair Mobile. u

Visit the Apple Store or Google Play Store and search “Toy Fair Mobile” or point your brower to http://m.core-apps.com/toyfairny2016 12 www.ToyFairNY.com Digital Kids® Conference & Expo Exploring the Future of Connected Smart Play

oy industry stakeholders, brand owners, product developers and dent of Digital Kids® Media. “This year’s conference will bring together the content producers will have the opportunity to navigate the chil- best minds in connected smart play as well as provide real strategies for Tdren’s digital world and strategize and collaborate on the future bringing these interactive ‘intelligent’ toys to market.” of “connected smart play” at the 10th Annual Digital Kids® Conference & A digital lounge, speed networking events sponsored by Women in Toys Expo, taking place February 15-16 at the 113th North American Interna- (WIT), and a happy hour event sponsored by KidMix will provide attendees tional Toy Fair. with additional opportunities to forge and foster partnerships across the This year’s Digital Kids® Conference & children’s entertainment and educational industries. Expo will include “fireside” chats and lec- “We are pleased to once again host the Digital Kids® Conference at Toy tures with experts in the fields of app/mo- Fair, and expect it to add an enriching component to the existing educa- bile development, children’s entertainment, tional and networking programs at the show,” said Marian Bossard, Toy and digital media, who will share their dig- Industry Association SVP of global market events. “As new and emerging ital strategies for reaching kids and families. Confirmed speakers include technologies continue to have an impact on the toy industry, the confer- LEGO, Mattel, Spin Master, PBS KIDS Digital, Wonder Workshop, PlayKids, ence will be of relevance to the full range of Toy Fair attendees – including Tinybop, Dr. Panda, Sphero, and Duck Duck Moose, among many more. toy companies, retailers, licensors, and brand owners.” The conference will also unveil new research from BSM Media exploring 2016 will mark the sixth year that the Digital Kids® Conference is co-lo- key drivers that motivate mothers to say “yes” and buy certain brands. Ad- cating with Toy Fair. The conference will overlap with Toy Fair on Monday ditionally, the research will uncover the types of apps, games and connect- and Tuesday, February 15-16, taking place in Hall 1E of the Javits Center. ed digital content and products that will appeal most to children in 2016 The partnership between the two shows will allow all Toy Fair attendees (and beyond). to register for the Digital Kids® Conference. TIA members and Toy Fair ex- “For a decade, Digital Kids® has been the must-attend conference for hibitors will receive a 20% discount on the price of the conference. Digital companies targeting the digital native and their parents. This is never truer Kids® Conference attendees will have complimentary access to the Toy Fair than today as smart toys that connect to mobile apps and game consoles show floor. emerge as a key market for toy vendors,” said Tonda Bunge Sellers, presi- For more information, visit www.DigitalKids Con.com. u

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FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 13 TIA Turns 100

century ago, a small group To kick off its year of centenary display at Toy Fair. Additionally, a of the most respected and adored of toy manufacturers band- celebrations, the Association held commemorative book written by in- brands around the globe. He has Aed together to form an as- a ribbon cutting ceremony and for- dustry veteran Chris Byrne, The Toy grown Disney’s portfolio of beloved sociation that would support its mal gala for the Guy® will be re- brands with the acquisition of Pixar members and lead the growth of new Toy Halls leased this year, (2006), Marvel (2009), and Lucas- the U.S. toy industry. Today, that of Fame Exhib- narrating the film (2012), three of the entertain- mission is still at the core of the it at The Strong 100-year evolu- ment industry’s greatest storytelling 100-year-old Toy Industry Associ- museum in tion of TIA and companies. Always one to embrace ation (TIA), which today provides Rochester, New the industry it new technology, Iger has made Dis- expert guidance, business-boosting York. The state- serves. Finally, a ney an industry leader through its resources and a unified voice for of-the-art Toy centenary trib- creative content offerings across its 800+ member companies and Halls of Fame ute video will new and multiple platforms. the North American toy industry at features both be featured at “Just about every child around large. the Toy Industry Hall of Fame and the Toy of the Year (TOTY) Awards the globe has been touched by the “TIA is proud of its longevity the National Toy Hall of Fame under — held at the American Museum magic of Disney,” Pasierb said. “Mr. in serving this incredible industry one roof, paying homage to Ameri- of Natural History on February 12, Iger has done an impressive job of and supporting toy companies as ca’s favorite classic playthings and 2016. building on Disney’s rich history they seek to brighten the lives of the brilliant toy professionals who Also taking place at this year’s and growing their storytelling port- children through the joy and bene- helped bring them to life. The for- special TOTY Awards is the Toy In- folio, creating new experiences and fits of play,” said TIA President and mal affair brought together induct- dustry Hall of Fame induction of unforgettable memories for genera- CEO Steve Pasierb. “This milestone ed members of the Toy Industry Hall Robert A. Iger, chairman and CEO tions of kids to come.” represents the hard work and wis- of Fame and longtime members of of The Walt Disney Company, in rec- To reserve tickets for the 2016 dom of all those who have helped to the Association in celebration of 100 ognition of his significant contribu- TOTY Awards ceremony, visit www. shape the Association of today. We years of industry accomplishments. tions to the industry and the impact toyassociation.org/TOTY. More infor- look forward to ushering in another Continuing the centenary fes- his work has had on the lives of chil- mation about TIA’s centenary cele- century of innovation, growth and tivities this year, a striking visual dren worldwide. brations can be found at www.toyas- success for the entire North Ameri- timeline showcasing significant Iger is the steward of the world’s sociation.org/centenary. u can toy industry!” moments in TIA history will be on largest media company and some

you heard The Critical Need to be Better it at and Faster at Toy Innovation Playcon gly dolls, artificial intelli- ents shopping on social media for The Farmer: With success, one be- • How much different would you gence robots, maker cul- toys that diverge from the familiar comes complacent, protective and design your next product line if Uture, STEM toys for girls and toymaker territory. There are more repetitive. Over the last decade, I’ve you had to start from scratch? social media marketing to connect factors changing and more factors worked with about 500 brands and • BE CURIOUS, not repetitive with millennial moms and dads. that are important, creating a sort of CEOs on their reinventions, and In an industry geared towards These are just a few examples of chaos that will leave many toymak- that led me to study these concepts helping kids be more creative and shifts and trends ers behind. and how to overcome them, leading engaged, curiosity is a common changing the toy Stepping back for a second, in to a few critical questions that can trait, but within most toymakers, landscape. We the 1950s, the average lifespan of a help you better adapt to change: there is still a tendency to repeat can all agree that Fortune 500 company was 75 years, • BE INSATIABLE, not complacent and optimize whatever toy or pro- humans are ex- but that average has fallen to just As we become more successful, cess led to last year’s revenue. To periencing histo- 15 years, and it’s expected to fall in we lose the hunger we once had foster more curiosity, ask yourself: ry’s highest rate half. So if the world of toys is moving when times were tough or when we • How much time do you spend of change, but at an even faster pace, what’s a toy- were first starting out. To be more HUNTING new trends and ideas? By Jeremy Gutsche, interestingly, the maker to do? insatiable, ask yourself: • How many ways could you con- CEO of Trend toy industry is in a It all starts by diving a bit deep- • How often do you experiment nect-the-dots in a different way Hunter, NY Times Bestselling Author space where that er into the neurological traps that with ideas that might not work? to re-imagine your business? of Better and Faster pace of change is block smart people and successful • How different would you act if If you want to dive deeper into accelerating even teams from adapting to change. you knew there was a team work- these concepts, you can watch a faster. The way I like to think about it is ing 24/7 to eat your lunch? 30-minute video related to my chat In the past, parents went to big that after 10,000 years of evolution • BE WILLING TO DESTROY, not at PlayCon 2015, or check out one of box toy stores to purchase a newer as farmers, once we find our field of protective our 2016 Trend Reports or Toy Trend version of the same sort of toy that opportunity, we are pre-wired to re- Humans tend to be protective of Reports at TrendHunter.com/se- was popular the year before. May- peat and optimize all the decisions what we create, which can be good cret/Playcon. be it was a doll with a new dress or that led to last year’s harvest. That in some situations, but also hin- I will see you at PlayCon this May a remote control car with a different metaphoric field could be our job, dering during times of change. Ask to dive a bit deeper into the won- coat of paint. That’s oversimplify- our brand, our winning toy product, yourself: derful world of reinvention. Until ing, but the reality is that today you or the way we like to manage a team. • What success is blinding you then, be curious, be insatiable and have younger, tech-enabled par- Specifically, there are 3 Traps of from trying new ideas? be willing to destroy. u 14 www.ToyFairNY.com Fall Toy Preview Builds Momentum for 2016

hough it’s been a few months of global toy industry contacts.” Buyers from a variety of outlet Martyn Tipping, CEO of Storyscore. since Fall Toy Preview closed With such positive indicators and types, including drug stores, su- A full line-up of special events and Tits toy-filled booths, the in- energy, there is no doubt the mo- permarkets, discount chains, and speakers for Fall Toy Preview ’16 will dustry is still abuzz about the Toy mentum has begun and is building, specialty shops, will meet with be rolled out in the coming months. Industry Association’s (TIA) fall planting the seeds to create an even hundreds of innovative companies “As a growing and important in- marketplace. Hailed as one of the more fertile playground for Fall Toy in closed, open or combination dustry event, Fall Toy Preview is the most successful events to date, tens Preview 2016. To booths. At last place to be to spot emerging toy of thousands of new toys made their be held Tuesday, year’s event, new trends,” said Bossard. “We encour- debut October 6-8 in Dallas, TX in September 27 to and creative toys age play professionals in search of what industry analysts described Thursday, Sep- were shown by the next big toy or game sensation as a fine display of toy genius and tember 29, this Spin Master, Me- to join us in Dallas in 2016!” magic —“more optimistic” than any year’s fall mar- lissa & Doug, The TIA’s Fall Toy Preview gives toy show in the past several years. ketplace will welcome savvy buyers Bridge Direct, WowWee USA, KID- buyers from mass, long-lead and “We are pleased to report that and innovative manufacturers from designs, Madame Alexander, Ohio specialty outlets the opportunity there was a rush of energy and ex- around the world for three days of Art, Faber-Castell, Razor USA, US- to meet one-on-one with toymak- citement at Fall Toy Preview from meetings, trend-spotting and net- AOPOLY, ALEX Brands, Funrise and ers and marketers more than a year start to finish,” said Marian Bossard, working at the Dallas Market Center. Patch Products, to name just a few. in advance of in-store delivery. For TIA SVP of global market events. “As Exhibitors can expect to meet As always, Fall Toy Preview will more information, visit www.Fall- one of our most successful fall mar- with representatives from big-name continue to offer stellar educational ToyPreview.org. u ketplaces in recent history, many at- retail outlets – like Walmart, Target, and networking programming, al- tendees said the event delivered on Amazon, Toys“R”Us, Dollar Tree, lowing buyers, exhibitors and licen- Save the date for every level – enabling them to pre- Family Dollar, CVS, Hobby Lobby, sors to discover new trends to ex- Fall Toy Preview 2016, view next year’s most anticipated Meijer, Michaels, Kohls, and AAFES, pand their customer base. Speakers to be held September 27-29 new toys and games, expand their all of which were present at the 2015 at last year’s event included Mark at the Dallas Market Center. businesses, and build their networks show. Cuban, Dallas Mavericks owner, and

FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 15 you heard How Do We Make Makers? it at Playcon ife can be much broader to fix something that’s broken. Be- ers are innately creative, innovative once you discover one sim- cause we are all consumers now, and collaborative. By definition, Lple fact: Everything around we need a separate name for those makers can learn on the fly and fidence to build a 220 mph, fully you that you call life was made up of us who find making things fun, adapt to changing situations. When aerobatic airplane from a kit which by people that were no smarter than exciting and far more rewarding my partner David hires new engi- I flew all over the country. you and you can change it, you can than consuming. Now we are called neers for his product design firm, he After examining our own expe- influence it, you can build your own makers. Along with tinkerers, craft- doesn’t look for engineers who were riences, we finally decided that we things that other people can use. ers, weekend warriors, we’ve been able to pass statics and thermody- can’t make makers. The mindset, Once you learn that, you’ll never be called the maker movement. namics with straight A’s. He looks this way of looking at the world, the same again.” - Steve Jobs There are three reasons why this for people who have three projects can’t be extrinsically taught or im- This quote, movement is happening now. First, going in the garage with war sto- posed. We can’t make makers ... from Steve Jobs, digital to physical tools like 3D ries of what they’ve built and tried. but we can nurture them, just like describes the es- printers, laser cutters and CNC ma- He wants people that understand our parents nurtured us. How do sence of being chines are now so cheap that they that failing is not a destination we create the conditions that help a maker. As he are available to almost anybody. If but the path to discovery. David is makers make themselves? For the describes, once I want to mount an iPhone on my not alone. Five years ago, IBM did maker mindset, this nourishment you understand bicycle handlebars, I can design a survey of 1,500 CEOs and found includes room to experiment and that everything my solution in free CAD software, that more than rigor, management fail, resources to explore, tools to Parker Thomas, around you was and then print it with a 3D printer discipline, integrity or even vision, build, the encouragement to follow MakerStudio made by people for just pennies in materials. For they believed successfully navigat- curiosity wherever it may go, and no smarter than the first time in history, it’s possi- ing an increasingly complex world challenges to encourage projects you are, your ble to go from imagination to the will require creativity. That’s a mak- and learning. sense of what is palm of our hands in a matter of er. Maker Studio is our first attempt possible changes hours. Second, the huge economies The challenge for us, as the toy to answer the next question – what completely. Be- of scale created by smart phones industry, is how do we make mak- kind of toys can nurture the making a maker is a have made electronics so cheap ers? David and I ponder this every er mindset? To encourage modifi- way of looking at that we can embed sensors and day, both as parents and now as toy cations and new projects, Maker David Yakos, the world around processes into virtually anything. inventors. Both of us were encour- Studio comes with 10 open-ended Salient Technologies us and under- These cheap electronics are what aged by parents who seem to un- design challenges in each box. The standing that the world is a mallea- make 3D printers and laser cutters derstand that making things was a child has to create a solution and be ble place and we have the power to so affordable. Finally, online social powerful way of learning. David’s the sole judge of whether it solves shape it. networks like Ning, Kickstarter, and parents made a “creative corner,” the challenge. We only included This idea of making things is Indigogo let us collaborate to turn an old refrigerator box stocked with some of the parts – the body of the nothing new. A hundred years ago, the craziest passions into reality. everything needed to make things car or the fuselage of the airplane before our economy started pump- Want to create a handheld autopi- from scratch. His first product was has to be created from cardboard ing out every kind of kitchen gad- lot for drones? You can find 26,000 paper shoes, which would certainly or other materials scavenged from get and tool we never needed, we collaborators at diydrones.com. dominate the market if it were not around the house. As a result, even were all makers. If you ever read Want to explore underwater with for rain. Those paper shoes led to a if the child follows our directions “Little House on the Prairie,” you open source hardware? Try open- product design firm and a lifetime exactly, their creation won’t look read about makers – people who ROV.com. Have a new smartwatch now spent creating. I took things like anyone else’s. made what was needed, fixed what design you just have to share with apart. I’m sure that my father was But Maker Studio is only one toy. was broken and generally lived a the world? Pebble raised $10.7 mil- not thrilled with having to rebuild If employers are starting to recog- self-sufficient life. They were mak- lion on Kickstarter to do just that. the lawnmower when he wanted to nize how valuable the maker mind- ers. It is only in the last 50 years, Those are just a few examples. use it, but he seemed to understand set is, that would seem like a huge since the dawn of mass production, The most exciting thing about that important learning was hap- opportunity for us as an industry. that it’s become easier and cheaper being a maker now is employers pening in the process. The lawn- How else can we create the makers to buy a replacement rather than are starting to recognize that mak- mower project gave me the con- of tomorrow? u 16 www.ToyFairNY.com Gain Insights, Make Connections and Bask in the Sun at PlayCon 2016

hings are heating up for Play- Con 2016. The Toy Industry TAssociation’s (TIA) annual International Conference of Play Pro- fessionals is heading to the sizzling beaches of Miami, Florida for three days of thought-provoking presentations, key networking events, and a whole lot of fun. be “in residence” at PlayCon through In addition to the educational pro- Rounding out this year’s agenda is Taking place at the gorgeous Mi- 2018 to provide fresh intelligence gram, PlayCon provides plenty of op- TIA's Annual General Meeting, where ami Beach Edition Hotel from May on emerging and evolving industry portunities for attendees to meet and leadership will share a “State of the 2-4, 2016, PlayCon will feature a ro- trends. mingle with industry contacts, and Association” address, provide key up- bust educational program with panel “I thought Jeremy Gutsche’s [ses- enjoy laidback social activities with dates, and speak to future TIA plans. discussion and interactive workshops sion] was beyond amazing! I could Miami’s stunning beaches as a back- An election of new board members to help attendees stay up-to-date on have listened to him present for all drop. will also take place. cutting-edge research and the latest three days,” Animal Adventure’s Eliz- “Whether you’re an industry veter- The TIA PlayCon Committee is industry insights related to the busi- abeth Kong said of her PlayCon 2015 an or new to the toy world, PlayCon chaired by Bob Wann of Patch Prod- ness of play. experience. is a place for professionals to get the ucts, joined by Hasbro’s Jane Rit- Back by popular demand, Jeremy Also delivering a keynote presen- latest information on trends and re- son-Parsons as vice chair. Blue Plate Gutsche, world-renown innovation tation at this year’s PlayCon will be search, and establish relationships in Media Services is a generous sponsor expert and the founder and CEO of Andy Hannan, senior trading director a relaxed, inviting setting,” said Mari- of the 2016 event. TrendHunter, will be delivering a of the major UK retailer Argos. With an Bossard, TIA senior vice president Visit ToyAssociation.org/PlayCon keynote address on the most up-to- over 700 stores and 430 million web- of global market events. “Come share for additional information about the-minute trends for the toy indus- site visits each year, Argos is the UK’s your ideas and perspectives — and be PlayCon. u try and beyond. In fact, Gutsche will largest high street retailer online. prepared to walk away inspired.”

FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 17 TIA Education at Toy Fair 2016 There’s a lot happening at Toy Fair this year – educational seminars, demonstra- TIA’S LICENSING CONTENT CONNECTION tions, panel discussions and networking opportunities – all designed to maximize Experts will share helpful insights for your business – whether you’re seeking to your time in New York and help you grow your business. Look at what we have jump into licensing or expand your presence in this tremendous market segment. planned. Registration required; fees apply.

CREATIVE FACTOR SAFETY, COMPLIANCE AND ENVIRONMENTAL Sessions and demonstrations designed especially for the creative community. Compliance with safety standards and environmental concerns are not after- Inventors, designers and anyone who wants to learn and be inspired at the same thoughts in the development of today’s playthings. Find out what you need to know time are welcome to attend. Creative Factor is hosted by Brett Klisch in partnership in these informative presentations. with Toy Industry Association, Inc. SPECIAL SESSIONS HOSTED BY TIA INDEPENDENT THINKING Toy Industry Association is proud to host a number of events for Toy Fair partici- As an independent or specialty retailer, you will find practical and useful infor- pants. This year’s TIA-hosted sessions will include guidance for first-time exhibitors mation in all of our educational sessions presented specifically for you. Join us for a and a look at trends. variety of topics held throughout the show. DIGITAL KIDS CONFERENCE GLOBAL TRADE AND MARKET EXPANSION The 10th annual Digital Kids Conference is the must attend-event for brand own- Explore new frontiers for expanding your business in these insightful presenta- ers, entertainment and media executives, marketers, producers, digital media di- tions examining the global marketplace. rectors and licensing professionals seeking to engage children online and on digital devices. Registration required; fees apply.

time Saturday 2/13 sunday 2/14 monday 2/15 tuesday 2/16

ALL DAY DIGITAL KIDS CONFERENCE DIGITAL KIDS CONFERENCE Sessions from 9:00am to 5:30pm. Register at Sessions from 9:00am to 5:30pm. Register at digitalkidscon.com; fees apply. digitalkidscon.com; fees apply. ROOM 1E15 ROOM 1E15

9:30AM-12:30PM TIA’S TOY SAFETY UPDATE Free to everyone in cooperation with our sponsors ANSECO Group, Bureau Veritas, SGS North America, CMA Testing & Certification Laboratories & UL. Refreshments will be provided. ROOM 1E21

11:00AM-12:00PM CREATIVE FACTOR SESSION HOW TO GET PRESS WHEN YOU’RE SMALL & WIN AT CROWDFUNDING TBD SCRAPPY LEVEL 1 – BOOTH 4874 LEVEL 1 – BOOTH 4874 Shannon Eis, Yelp ROOM 1E21 GLOBAL RESEARCH: CANADA**† Alexis Martin, Managing Director & Partner, North American office, Altios International & Philippe Guinaudeau, CEO, Kidz Global ROOM 1E17 U.S. PATENT & TRADE OFFICE PRESENTATION TBD LEVEL 1 – BOOTH 4874

1:00PM-2:00PM LICENSING INTELLECTUAL PROPERTIES CREATIVE FACTOR SESSION GENDER IN TOY DESIGN Warren Tuttle, President, United TBD Richard Gottlieb, Principal & Founder, Global Inventors Association LEVEL 1 – BOOTH 4874 Toy Group LEVEL 1 – BOOTH 4874 LEVEL 1 – BOOTH 4874

1:30PM-2:30PM LICENSING 101*† HOW TO EVALUATE A LICENSE*† A GUIDE TO EXPORTING: THE Jessica Blue, VP, Licensing Expo, ROOM 1E17 JJ Ahearn, Managing Director, Licensing TOY INDUSTRY - CHALLENGES Street, LLC & Woody Browne, Principal, AND OPPORTUNITIES Building Q Anastasia Xenias, Senior International Trade Moderated by Marty Brochstein, SVP, Industry Specialist, United States Relations & Information, LIMA Department of Commerce ROOM 1E21 Jamie Ferman, International Trade Specialist, United States Department of Commerce Room 1E17

2:00PM-3:00PM AMP UP YOUR ADVERTISING, GLOBAL RESEARCH: MARKETING & PROMOTION PLANS! UNITED KINGDOM**† Tom Shay, Author & Entrepreneur Philippe Guinaudeau, CEO, Kidz Global & ROOM 1E21 Anne McConnell, Director, Market Research & Data Strategy, TIA ROOM 1E17

3:00PM-4:00PM SCIENCE CHANNEL’S MEET ENTREPRENEURS BEHIND OPERATION: “THE BUZZ HEARD “ALL-AMERICAN MAKERS” KICKSTARTER SUCCESS STORIES ‘ROUND THE WORLD” Marc Portney Panel Tim Walsh LEVEL 1 – BOOTH 4874 LEVEL 1 – BOOTH 4874 LEVEL 1 – BOOTH 4874 HOW TO TELL IF YOUR TOY/ GAME BRAND’S SOCIAL MEDIA STRATEGY IS REALLY WORKING Martyn Tipping, CEO, StoryScore ROOM 1E17

3:30PM-4:30PM CONTENT CONNECTION SESSION*† FULL STEAM AHEAD: THE INTERSECTION OF Presented by LIMA LICENSING AND EDUCATIONAL TOYS*† ROOM 1E17 Ira Mayer, Former Publisher & Executive Editor, The Licensing Letter & Youth Market Alerts & Karen Raugust, Founder, Raugust Communications Room 1E17

4:00PM-5:00PM TOY TRENDS BRIEFING Open to all Toy Fair registrants, this TIA-hosted briefing will highlight top toy trends of 2016. ROOM 1E21

Sessions, times and speakers are subject to change. Additional fees may apply. Please visit www.toyfairny.com for details. *Licensing Content Connection Package – Registration required. $99 for TIA members; non-members pay $139. **Global Market Research Package – Registration required. No charge for TIA members; non-members pay $179. †Licensing Content Connection & Global Market Research Combination Non-Member Package – $225; registration required. 18 www.ToyFairNY.com Toy fair 2016 exhibitor list Exhibitors listed are as of December 10. 2015. Companies listed in BOLD are TIA Members. Companies listed in Orange are CTA Members. Every effort has been made to ensure the accuracy of the list. For a complete, up-to-the-minute list of exhibitors, please visit www.toyfairny.com or download Toy Fair Mobile from the Apple or Google Play Stores.

Aurora World, Inc. BRIO Corporation Constructive Eating, Inc. # Automoblox Company LLC Brooklyn Lollipops Import Corp. Continuum Games 4D Cityscape, Inc. Avara Educational Quest, LLC Bruder Toys America, Inc. The Coop 5D, LLC Brush Buddies Corolle 88 Merchandise Company Bubble Thing Cos Dome Industries LLC B Buffalo Games Inc. Cottage Door Press B & D Group Buggy Brites Crayola, LLC A B & T Co., Ltd. Build & Imagine CRA-Z-ART A Broader View B4 Adventure Bulls and Bears crazeeHeads, Inc. ACD Distribution, LLC B-52 Limited Bumkins Baby Products Crazy Aaron’s Puttyworld ACMA Hanidcraft Industries Babalu, Inc. Butterfly North America Crazy Foam International, LLC Actev Motors, Inc. Babiators Creata Promotion (USA) Inc. Active Play Toys and Games Inc. Baby King/Regent Baby Creative Education of Canada, Inc. Activision Publishing, Inc. Products Corp. C Creative Kids Ltd. Ad Magic, Inc. Bachmann Trains C & A Scientific Co., Inc. Creative Sourcing International, Adventure Parks Back Alley Traders C & D Visionary, Inc. Inc. dba Riviera RC Adventure Publishing Group/ Backstage Pass, Inc. California Creations Creative Toy Company Toy Book/Toy Insider Ball, Bounce and Sport Inc. - California World, Inc. Creative Whack Company AE Dreams Hedstrom Calliope Games Creative Zone, LLC Aerobie, Inc. Bananagrams Calm Island Co., Ltd. The Creativity Hub Aeromax BanBao USA CAM Commerce Solutions/ CreoPop Akidsbrand Limited Bandai America Incorporated Celerant Crocodile Creek AKROS - Interdidak, S. L. Battat (Maison Joseph Battat, Ltd.) Capital One - Spark Business Crorey Creations Inc. dba Albert Whitman & Company Baxbo Capson, Inc. Choose Friendship Co. Alex Brands Bazoongi Kids Cardinal Industries, Inc. Cryptozoic Entertainment Alilo USA/Baby Square BC USA Cardborders Cuddle Barn Aliquantum International Inc. Be Amazing Toys Carrera of America Culturenik/Classico Alliance Game Distributors Bead Bazaar USA Inc. Carrom Company Cyberkidz International Allied Products, Inc. Bearington Collection Cartamundi USA Cycle Force Group Almar Sales Co. Bears for Humanity Casdon PLC Always Been Creative, Inc. BeginAgain CCA & B dba The Elf on the Shelf Alzzam Education Beijing Wenhaiyang Indl & Ceaco/Gamewright D Amav Enterprises Ltd. Trading Co., Ltd. Celestial Buddies D Now Inc. dba Uncle Bubble Ambi Toys Bendon, Inc. Center Enterprises, Inc. Dalian Pony Toy Co Ltd AMEICO, Inc. BERG USA, LLC Cepia LLC Darice American Classics, Inc. Best Ride On Cars CG Novelties Dark Horse Comics, Inc. American Educational Beverly Hills Teddybear Co./ Chain Wit Corp. Daron Worldwide Trading, Inc. Products, LLC one2believe Channel Craft & Dist. Inc. Dash Robotics, Inc. American Express Open Beyond Infinity Ltd. Characters Unlimited Inc. Daymak Inc. American Fashion World Beyond123 LLC Charisma Brands, LLC DC Entertainment American Hobbies and Bif Bang Pow! Charles Zadeh Enterprises DEMDACO Merchandising, Inc. Bigjigs Toys US LLP Charm Company Designer Noodle American Jewel BigMouth Inc. CHARM IT! Dexter Educational Toys, Inc. American Paper Optics, LLC Bizainy, LLC Checkey, Ltd. DFRobot American Plastic Toys Inc. BKOM Chewbone Collectibles DGL Group Amloid Corporation Bleacher Creatures LLC The Chenille Kraft Co. Diako ABC S.A. De C.V. Amrapur Overseas Inc./Zeenie Dollz, Bling2o CHH Quality Products Inc. Diamond Comic Distributors LLC Bloco Toys Inc. Child’s Play Diggin Active, Inc. ANb Media Bloom Games Ltd. The CHILLAFISH Company Nv Digital Dream Labs Andrews + Blaine, Ltd. The Bloom Report China Import & Export Toy Digital Game Technology Animal Adventure, Inc. Bloomers! Inspection Center Direct Global Deals Anjar Co. & Becker Associates LLC Bloxels China Toy & Juvenile Products Discover With Dr. Cool Ann Williams Group, LLC Blue Box Toys, Inc. Association DiscoverGames.com Anton International Inc. Blue Hat (Xiamen) Cultural CICI CLAY CORP. Discraft Disc Sports Anubias Enterprise LLC/ Diffusion Co., Ltd. CILEK Mobilya San. Ve Paz. Diverse Marketing Fablossom Blue Orange Games Tic. A.S. Do-A-Dot Art (Div. of Triquest Inc.) Anyang Lanyu Model Co., Ltd. Bluefin Distribution CIS-Associates, LLC The Doll Maker Apple Park, LLC Bojeux, Inc. CISCO Sales Corp. Dolls by Pauline Aqueduck By Peachy Bolaball Inc. Classic International Co., Ltd. Dongguan City Jiaheng Arcadia Business BooKid Toys Click-Block Corporation Toys Co., Ltd. ARCKIT Div. of MBM Building Borgfeldt (Canada) Limited Cloud B Dongguan City Lucky Systems Boston America CMA Testing & Certification Labs Goldjyx Co., Ltd. Areaware Boulding Blocks CMON, Inc. Armand Prosper, LLC Bounceboards LLC COBI Factory S.A. Dongguan Yuhong Electronic Artist Point Giftwrap Brackitz Cobra RC Toys Techonolgy Co., Ltd. Artoy Trading LLC Brain Games Publishing Coleco/ColecoVision The Dotz Company ART-SF-ZB.DOROS BrainStormProducts, LLC (X-Kites) Collecta Double Dutch Dolls, LLC ASA Products Inc./ Mobo Cruiser Brainwright Color-A-Card, LLC Douglas Cuddle Toys Ashley Productions, Inc Brer Rabbit Toys, LLC Colorbok Dracco USA, Inc. AsiaInspection Ltd. | ANSECO BrickForge, LLC Colorforms Brands LLC Dream Big Wholesale Doll Asmodee Editions LLC BrickStix LLC Comfy Critters Clothes, LLC ASTRA BRICTEK, Inc. (BRMB Inc) Comic Images Dream Blocks Auldey Toys North America - The Bridge Direct Commonwealth Toy & Dreamland Fairy Guangdong Alpha Animation BRIGHT of Sweden Novelty Co., Inc. Dreams USA, Inc. and Culture Company Ltd. Brightz, Ltd. CONCEPTO 3D Dress Rite LLC

FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 19 Toy fair 2016 exhibitor list

Drybranch / Sport Design Folkmanis Inc. Guangdong Songyang Plastic Honest (ASIA) Ltd. DSL Lanaka (PVT) Ltd. Formlabs Toys Co., Ltd. Hong Kong Orange Elephant Dulcop America, Inc. Forum Novelties, Inc. Guidecraft USA Inc. Co., Ltd. Fotorama USA, LLC Guillow’s Hong Kong Standards & Testing Duncan Toys Company Division of Four Horsemen, LLC Gund a Division of Enesco LLC Centre Ltd. Flambeau Inc. FOURPLE Hornby America DuneCraft FoxMind Games Hot Focus, Inc. Dynamic Discs Franklin Sports, Inc. H Hotaling Imports Inc Fremont Die Consumer H2W Houghton Mifflin Co. Products, Inc. HABA USA House of Marbles E Fun & Joy Co., Ltd. Hal Leonard Corp. HQ Kites & Designs USA Early Lingo, Inc. Fun 2 Play HamiltonBuhl HSP Nature Toys Earnest Creation Co. Fun Express Inc. Hang Wing Plastic Industry Co., Ltd. Huada (Fujian) Toy Co., Ltd. Easy-Doks, LLC Fun Lines Hansa Toys Hugg-A-Planet Eco Eggs® Fun of a Kind Toys, LLC Hape Huizhou Wodong Sports Eco-kids Fundamentals Toys Limited Hape International Inc. (Käthe Kruse) Goods Co., Ltd. ECR4Kids FunDeco LLC. Harper Collins Publishers Ed Speldy East Company Ltd. Funko Inc. Harrisville Designs Inc. EDC Publishing/Usborne/Kane Funnybone Toys, LLC Harry Wells & Assoc./Square I Miller Funtastic Root Games IAmElemental Education Outdoors, Inc. Fun-Time International Inc. Hasbro, Inc. ICUP, Inc. Educational Insights Future of Play, Inc. The Haywire Group, Inc. iDance Distribution Limited Edupress Hello Kitty Sports/MMA IDecoz Edushape Ltd. Holding Group Identitoy, Inc. Edwin the Duck, by pi lab G HEXBUG Identity Games International BV EE Distribution Gaiam High IntenCity Corp. Ideology Product Design Eeboo Corp. Gale Force Nine High Roller USA Development/Empire Prototype Eitech America Galt Toys Inc. HIPFITS IDNA Brands Elenco Electronics Inc. GAMA, Game Manufacturers Historical Conquest LLC IDW Publishing Elephant Gun, LLC Association Hog Wild LLC IELLO USA Elf Magic Games Workshop, PLC Hohner Inc. ImagAbility Inc. Elope, Inc. Gameware Pte Ltd Holgate Toys Co. IMEX Model Co. Enchanted Moments Inc. Gamewright Endless Games Gann Memorials Custom Endless Possibilities Inc. Plush Toys EnjoyLife, Inc. Gayla Industries, Inc. Entertainment Earth Geared for Imagination Envie Lifestyle Gelli Arts LLC Enviro-Mental Toy Co. Inc. Gem Center USA Inc. EQtainment, LLC GeoCentral Eurofins Products Testing Service GEOMAGWORLD USA EuroGraphics Inc. Geospace International Everest GeoToys Evergreen (C.P.) USA Inc. GEOWORLD USA LLC Everrich Industries, Inc. GIANTmicrobes/The Drew Oliver Exaclair, Inc. Company Exactly U Gibby & Libby/Diverse Excelligence Learning Corporation Marketing Explore Scientific - BRESSER Gifts & Decorative Accessories/ Eye Black Playthings EzyRoller LLC GIRLZNDOLLZ, Inc. Glasshouse Balloon Co. GLD Products F Glitter Tots Faber-Castell USA/Creativity Global Ameurop SL for Kids Global Toy Experts Factory Entertainment, Inc. Goblies Fairy Dust Ltd. Gogee Toys Limited Family Games America FGA Inc. Goldbrick Games, LLC Fan Hands, LLC GoldieBlox, Inc. Fanpex Limited Goliath Games, LLC Fascinations, Inc. Gollnest & Kiesel Fashion Angels Good Smile Company, Inc. Fat Brain Toy Co. The Good Toy Group, Inc. Fathom Company Gorgeous Products Inc. Fibre-Craft LLC Great Circle Works Fiesta Green Kids Club, Inc. Firefox Toys, LLC Green Tones By Hohner First Texas Products Green Toys Inc. Flash Sales GreenLight LLC FlashingBlinkyLights, Inc. Greenpoint Brands LLC Flat River Group LLC Griddly Games, Inc. Flexible Flyer Sleds/Paricon, Inc. Group Sales, Inc. Fling-A-Ring, LLC Guangdong Feilun Technology Fliptomania Industrial Co., Ltd. Flybar Inc Guangdong Huile Toys FlyCatcher Inc Industrial Co., Ltd. FLYTE/Hy-Pro International 20 www.ToyFairNY.com Toy fair 2016 exhibitor list

Imperial Toy LLC JD Components Co., Ltd. KazooLoo La Siesta Inc. Imports Dragon - ID Toys Jeannie’s Enterprises, Inc. KD-KidzDelight Laessig GmBH In the block Jelly Belly Candy Company Kendama USA LaFayette Puzzle Factory Indigo Pixies Jet Creations Inc. Kenson Kids (LPF Ltd.) InflaToy Corp Jiangsu Animal By-Products I&E Kent Displays Lammily LLC INI, LLC Grp. Corp. KETTLER International Inc. Laser Pegs Ventures LLC Innobaby Jiangsu Baole Industrial Khazana Toys Private Limited Late for the Sky Innovative Designs Co., Ltd. Kid Galaxy, Inc. Latex Occidental Exportadora Innovative Kids Jiangsu Holly Corporation Kid O Products S.A. DE C.V. InPlay Products John N. Hansen Co. Inc. KIDdesigns, Inc. Laurent Doll, Inc. InRoad Toys, LLC JoyLabz LLC KidKraft, LP Lay-n-Go, LLC Inscribe, Inc. JumpOrange Kids Preferred, Inc. Lazy Days LLC Insect Lore Jungle Jumparoo The Kids Watch Company LLC Le Vise Products, LLC Interactive Toy Concepts Ltd. Jungo Toys Kidstech LLC dba Buddy Tag International Arrivals Jupiter Creations Kidz Delight LTD Leading Edge Novelty, Inc. International Playthings, LLC Just Funky Kidzaw Inc. The Learning Journey Intertek Just Jump It Kikkerland Design, Inc. International L.L.C. Intex Entertainment Inc. Just Three Chicks, LLC KinderFeets, LLC Learning Resources Inc. Intromark, Inc./Inpex Kingstate Corp. Lee & Low Books, Inc. IQ Key KitRex Lee Publications of KY LLC Iscream K Kiwi Crate, Inc. Legendary Games ITSPHUN LLC K & M International, Inc. Klutz LEGO Systems, Inc. (Wild Republic) K’NEX Brands Leisure Learning Products/ Kahootz, LLC KnuckleStrutz Mighty Mind Kids J Kanglai Light Industrial Konami Digital Entertainment Levi International LLC J!NX Products Co. Ltd. Koplow Games Lexibook America, Inc. J. Marcus Company KanJam LLC Kotobukiya Co. License 2 Play Inc. Jam’n Products, Inc. Kappa Books Kristal Educational Inc. Lienne Foams Industrial JA-RU, Inc. Kardtects LLC Co., Ltd. Jarring Questions Karmin International Light Stax Ltd. (The Lazy Dog & Co) Jax Ltd., Inc. Kaskey Kids, Inc. L LightUp Jazwares Kat & Duke L.C. Mor Toys Industries Ltd. LightUpToys.com, LLC JC Toys Group, Inc. KaZAM LLC dba Fun Flex ‘Lil Fairy Door

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FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 21 Toy fair 2016 exhibitor list Lion Rampant Imports Mezco Toyz Ningbo Mingsheng Technology Lionel, LLC MGA Entertainment Co., Ltd. P Liti Holographics Micador Australia Pty Ltd. Ningbo Viga International Co., Ltd. Pacific Play Tents, Inc. Little Adventures Micro Kickboard Ningbo Yinzhou Tooky Arts & Crafts Paizo Publishing LLC The Little Architect Mijump Sport LLC Co., Ltd. PalPlay Little Bean Limited Mindscope Products Inc. NJ Croce Co., Inc. Pamson Sales Inc. Little Buddy, LLC Mindtwister USA NKOK, Inc. Pangea Brands Little Colorado Inc. MindWare/MW Wholesale NMR Distribution America Panini America Little Cosmetics LLC Miniland Educational, Corp. The Noble Collection Paper Punk Little Kids, Inc. The MiniMaster Sports Company North American Bear Co. Inc. Paper Shooters Limited Little Striped Lion, Inc. Mischievious Toys Co./ North Star Games LLC Papoose Toys LittleBits Electronics Soap Studio Novelty Gift Co. Paradise Kids LLC Living Puppets USA, LLC Mister Alphabet NowStalgic Toys, Inc. Paragon Child Products Co. Ltd. Living Royal Socks Möbi Games Inc. NSI International, Inc. Parklon America Play Mats LockerLookz Modarri - Thoughtfull Toys, Inc. Nutcase Helmets Parragon Loog Guitars Modular Robotics NXT Generation, Inc. Parris Manufacturing Company Looney Labs Moff Inc. Part Time Renegade, LLC Loot Crate, Inc. Molinar Enterprises Party Animal, Inc. Lorenz International Co Ltd. Monkey Business Sports O Passback Sports, LLC Lounge N Learn Monkeying Around O.K. Toys, Inc. Patch Products, LLC The Loyal Subjects Monogram International, Inc. Odyssey Toys Patrix Communications Luke’s Toy Factory Montco Crafts (A Division of Ogo Sport LLC Paul G Corp. Lulu Jr. Montco Packaging Co.) Ohio Art Company PBM Express USA LLC Lumencio USA LLC/Diverse Moonracer Industries Inc. The One World Doll Project, Inc. Peaceable Kingdom Marketing Mooredoll Inc. OOPS SA Pecoware Co., Inc. Luna Star Naturals Moose Toys Pty Ltd. Operation ResCUTE Inc. The Pencil Grip, Inc. Lupe Toys Sapi De Cv Morgan Cycle LLC The Orb Factory Ltd. Penn-Plax Lux Blox LLC Morphmallow, LLC Orbotix Perisphere & Trylon, Inc. MOTA The Original Toy Company Perry Teri Toys LLC Moving Parts LLC Outset Media Petit Collage M MoYou Nails OWI Inc. PieceMaker Technologies M&M Sales Enterprises Inc. MPOWERD, Inc. Oyo Sportstoys Pierre Belvedere M. Ruskin Co. LLC Mrs. Grossman’s Paper Co. Ozwest Inc. Distributor of Zing Piggy Paint Maccabee on the Mantel Mudpuppy - Galison The Piggy Story, Inc. Macmillan Mukikim LLC Mad Cave Bird Games Munch Baby Inc. Madame Alexander Doll My Ballerina Doll Company, LLC My Friend Huggles Madd Gear LLC My Funky Planet Corp. Magformers, LLC The Magical Tales - Family Traditions N MagicForest, Ltd. Nanton Jinrong Manufacture Magnet Ltd. Co., Ltd. Magworld Toys Natalia Marketing Maisto International, Inc. National Design LLC MakerBloks National Geographic Publishing The Manhattan Toy Company National Products, Ltd. Manners Made Easy National Sporting Goods, Ltd. Maple Landmark Woodcraft Nats Toys, LLC Maranda Enterprises, LLC Naturally Perfect Dolls Maringer Studio LLC dba Shire Neat-Oh! International, LLC Post Mint NECA Marion and Co., Inc. Neko World Inc. Marky Sparky Inc. Neptune Trading Wuu Jau Marlon Creations NEW BRIGHT Marshmallow Fun Company New Capable (Hong Kong) Marvel Education/Cre8tive Minds Industries Ltd. Mary Meyer Corporation New Dimensions Mastermedia New Era Distribution Inc. MasterPieces Puzzle Company New Tech Kites Mattel, Inc. New Time Plastic Manufacturing Maui Toys, Inc. Ltd. Maverix USA The New York Doll Collection Maxim Enterprise, Inc. New York Puzzle Company LLC The Maya Group New-Ray Toys (California) Inc. Mayfair Games Next Generation Distributors, McFarlane Toys Inc. Mecca Electronics Industries Inc. Ningbo Aplus Toys Co., Ltd. Mechanical Displays Inc. Ningbo Dac Arts & Crafts Meet Your Tooth Fairy Company, Ltd. The Meeting Point Guangzhou Ningbo Gudong Creativity Office Technology Co., Ltd. MegaFun USA Ningbo Hunter Import & Export Melissa & Doug, LLC Co., Ltd. Mellow Militia/Tiki Toss Ningbo Jiangbei Wewin Industrial & Mercury Inpress Trade Co., Ltd. MerryMakers Inc. 22 www.ToyFairNY.com Toy fair 2016 exhibitor list Pillow Pets (CJ Products, Inc) Revell, Inc. Smart Toys and Games, Inc. Thunder Bay Press Pinblock Inc. Rhode Island Novelty Smart Zone Games Tiggly Pink Poppy USA Inc. Robert Frederick Ltd. SmartLab Toys Tigres LTD. Piyo Piyo Rocketbox (HK) Ltd. SmartNoggin Toys The Tin Box Company Plan Toys, Inc. Rollergard Snap Catch Enterprises Tinkerbots - Kinematics PlaSmart Inc. Romanoff Products Inc. Snaptoys LLC Tinkineer Plasteel Corporation Room Coperhagen Titan Merchandise Plastic Technology, Inc. Roominate Sno-Baller Sagebrush T-Link Inspiration, Ltd. Plasticant Mobilo USA, Inc. RoomMates - Div. York Industries, Inc. TMI Toymarketing Platinum Series Baseball Wallcoverings Soapets International, Inc. PlatPorts.com, Inc. RoosterFin, Inc. SoapSox tokidoki Play Visions Inc. Rosalina Inc. Sophia’s Heritage Collection TOMY Playhut Inc. Round 2 LLC Sound of Fun, LLC Tonner Doll Company Playing Unlimited, Inc. Round World Products, Inc. Soy-Yer Dough Toobeez, LLC dba Funskool and PlayMaisCanada Inc ROXO Space Scooter Toobeez Playmates Toys, Inc. Royal & Langnickel Brush Mfg. Sparkling Line Inc. Toon Studio Inc. Playmobil U.S.A. Inc. Royal Bobbles Speed Stacks Inc. Total Biz Fulfillment Div. Hobby Playroom Entertainment Roylco, Inc. SpiceBox Product Development House Press Plush Me By Shinedown Rubba Ducks LTD Toy Collection Catalog/CSI Productions Inc. Rubbabu, Inc Spicy Doodles Gaming, Inc. The Toy Factory, LLC Plushland, Inc. Rubie’s Costume Company, Inc. Spin Master Ltd. Toy Industry Foundation, Inc. Pocket Disc Rumple Buddies Spooner, Inc. Toy Tokyo/Heroes in Action The Pokémon Company Spy Alley Partners Toy Wonders, Inc. International, Inc. Square Enix, Inc. Toydriver Pomegranate Communications, S Squire Boone Village Toyops, Inc. Inc. Safari Ltd. Squishable Toys and Models Corporation Popular Playthings Sago Sago Staedtler Mars, Ltd. Toys Talk Potex Toys Manufacturer, Ltd. Sailing (U.S.) International Corp. Starpath Dolls TOYSHOCK LLC Power House Toys LLC Sakar International Step Puzzle, JVC Toyslab Entertainment, Ltd. PPW Toys Sandbox Trading, Ltd. / Yookidoo Stephen Joseph, Inc. Toysmith Premier Kites (a Division of Santa Factory Co. Ltd. STOR S.L. ToyTexx, Inc. Primus) Santoki, LLC Strawbees TPF Toys Preschool Prep Company, LLC Sassafras Enterprises, Inc. Street Surfing Investment, Inc Tree Blocks The Presidential Game, LLC Sassy Franks LLC Sugar LuLu Trends International Corp. Pressman Toy Corporation Saturnian 1 Inc. Sun Lin Toys Tri Star International, PT Primary Colors Savvi Suncoat Products Inc. Tri-Great USA Corp. Prime Time Toys, LLC Sbyke USA, LLC Sunlemon America, Inc. Triumph Plant Co Prince Lionheart Scentco Inc. Sunny Spain Imports Incorporated Trophy Music Co. Princess International, Inc. SCHLEICH North America Inc. Sunny Toys Inc. Tubby Table Toys, Inc. Prodotto Schoenhut Piano Company Sunnywood, Inc. Tucker Toys/Tucker Prosperity Industrial School Zone Publishing Co., Inc. Super Impulse Ltd. International LLC (International) Co Ltd. Schoolbags for Kids LLC. Super Kids International Co., Tudor Games, Inc. PSI Publisher Services, Inc. dba Bixbee Ltd. Tuhos, LLC - Mission Puka Creations School-Rite Super Me - Daph Daph Inc. Unstoppable Pumponator Fun, LLC Schylling Toys Super Sprowtz Turnstyle Brands Punisher Skateboards ScienceWiz Supreme Party & Novelties TUV Rheinland of North America The Puppet Company LLC SCS Direct, Inc. Suzhou Gentle Treasure Toys Twizmo! Games Puppet Workshop SD Toys Co., Ltd. Ty Inc. The Purple Cow America, Inc. Sea Babies Inc. Suzhou Hred Mat Co., Ltd. Tynies Pyramid America Seebo Interactive Swann Communications U.S.A. Inc. Sentosphere USA Sweets Kendamas Set Enterprises, Inc. Swift Stream RC U Q SGS North America, Inc. The Switch Witch LLC U.S. Games Systems Inc. Quantum Mechanix, Inc. Shandong Zhimei International Swurfer UBM Advanstar Licensing Quarto Publishing Group USA Trade Co. System Enterprises LLC UBTech Robotics Corp The Queen’s Treasures, Inc. Shantou Bana Import & UCC Distributing Inc. Export Co., Ltd. UL Shantou Lisan Toys Co., Ltd. T Uncle Andy Toys, Inc. R Shenzhen Maker Works T.S. Shure Inc. Uncle Milton Industries R & R Games, Inc. Technology Co., Ltd. Tactic USA Underground Toys Rainbow Loom ShopToyFair365 TAG the Art Game Underwraps Costumes Inc. Rastar Group Silly Puppets Talicor Inc./Aristoplay Ltd. Unitec Technical Services & Ravensburger USA, Inc. Silly String Products Tall Guy Designs LLC Certification (Canada) Inc. Razor USA LLC Silver Dolphin Books Tangle, Inc. Unitech Toys RBI Toys, Inc. Silverlit Toys TDC Games, Inc. The United States Playing Card Co. Rebelz Games Siu & Sons International Teach My Inc. United States Postal Service Recent Toys USA Trading Tech 4 Kids UnitedHealthcare Children’s Red Rooster Toy Co. Skill Toy Supply TEDCO, Inc. Foundation Redwood Ventures, Ltd. Skip Hop Teddykompaniet USA University Games Corp. Reeve & Jones LLC Skiprock Teen Entrepreneur Boot Camp UPD Inc. dba United Pacific Reeves International, Inc. Skullduggery, Inc. Tegu Designs Regal Doll Carriages Sky-Blue Gifts & Toys Co., Ltd. TENZI Upper Bounce Regent Baby Products Corp./ Skyrocket Toys Thames & Kosmos LLC The Upper Deck Company Babyking Slackline Industries Theatric Toys LLC USAOPOLY Re-Marks, Inc. Slida PTY LTD Thin Air Brands, LLC UST Brands Remsy Industries Inc. Small World Toys ThinkFun Inc. Valtech LLC Replogle Globes Inc. Smart Gear ThinkGeek, Inc. Reutter Porcelain Smart Play, LLC Three Cheers for Girls

FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 23 Toy fair 2016 exhibitor list Whombatz LLC Zhejiang Xin Yun Wood Industry V Wicked Cool Toys X Group Co Vandor Wiggles 3D Incorporated Xiamen C & H Import & Export Zhejiang Zonxie Arts & V-Cubes (Orbet, LLC) Wildlife Artists, Inc. Co., Ltd. Crafts Co., Ltd. Velcro USA Inc. William Mark Corp. Xonex Zhongshan Haijilun Cultural & Vertigo Int’l. Winfun USA, LLC XTR LLC / OKK Toys Educational Product Co., Ltd. VICI Enterprises, Inc. Winland/Teamson Xtraordin Air Toys Zhoushan E-Ling Trading Virginia Toy & Novelty Winnie Connie Co. Ltd (U.S.A.) Xyloba (North America) dba Co., Ltd. Vision Street Publishing Winning Moves Inc. Eta Smart Zimpli Kids VTech Electronics North Winning Solutions, Inc. ZIPIT USA Inc. America, LLC Wizhead - 3D Head Puzzle Y Zobmondo!! Entertainment LLC WMI Designs Y & W International Inc. Zoofy International LLC Women In Toys, Licensing and Y’all Ball Zorbitz W Entertainment (WIT) Yangzhou Kingdom Arts & Crafts WABA Fun, LLC Wonder Crew Co., Ltd. Waboba, Inc. Wonder Forge YesAnime, Inc. Wacky Links Wonder Workshop YEY Toys Waff World Gifts, Inc. Wonderhood Yikes Twins, LLC Wallaby Boomerangs Canada Wood Expressions Inc. Yomega Corp. Warm Fuzzy Toys Woodi USA, Inc. York-Jersey Underwriters, Inc. Watchitude Wooky Entertainment Inc. Yottoy Productions, Inc. Water Sports, LLC WordTeasers The Young Scientists Club We the Smart Finger Puppet World Tech Toys YOXO The Weirds Worx Toys Inc. YoYo Factory Wellrich Canada Wowopolis LLC Yvolution USA, Inc WeLoveFine WowWee USA, Inc. YZ Caesar Trading, LLC Weplay/Kiddie’s Paradise Inc. Wrebbit Puzzles, Inc. Westminster, Inc. Write Brain World WhatNot Toys Wuxi YaoBang Printing Co., Ltd. Z White Mountain Puzzles WV Games Zhangzhou Maestro Arts & Crafts White Wizard Games Co., Ltd. Whole Wide World Toys, Inc. Zhejiang Huangyan Hongxi Gift Wholesale Gaming (Hills) Factory

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#TFNY 26 www.ToyFairNY.com What’s New at the Toy Industry Association

015 was an exciting year for mal presentations from Pasierb and workshops that explored consumer campaign was officially rolled out the Toy Industry Associa- Association senior staff on current demographics and shopping be- in June of last year with a con- 2tion (TIA): it saw a change initiatives and advocacy efforts, haviors, effective marketing strat- tent-rich, family-friendly website in leadership, an expansion of ini- member benefits and resourc- egies and top performing toy cate- (www.TheGeniusofPlay.org) and a tiatives and an increase in available es, and the vision for TIA’s future. gories, as well as networking events robust social media campaign, all resources, all aimed at supporting Throughout the year, six different and retail visits, and was met with designed to educate parents and the Association’s 800+ member events were held in cities span- much success. caregivers about the key benefits of companies as they look to grow toys and play, and help make play their businesses. an essential part of every child’s day. The movement continues to A New Presidency steam ahead as it shares the mes- Last spring, TIA welcomed Steve sage of the importance of play with Pasierb aboard as its new president millions of families across the na- and CEO. Pasierb had previously tion. [Turn to p. 8 for more informa- served for 14 years as president and tion about The Genius of Play.] CEO of the Partnership for Drug- Free Kids, the nation’s largest non- Centenary Celebrations profit organization dedicated to re- ning the country and in Canada, Established in 1916, TIA is cel- ducing adolescent substance abuse. from Los Angeles to New York, and Advocating on Behalf of the ebrating its 100th anniversary this Coming from a role that focused on Minneapolis to Fort Lauderdale, Toy Industry year. Festivities kicked off in Sep- promoting the health and well be- providing a fresh opportunity for Addressing legislative issues on tember of 2015 with a ribbon cut- ing of children and educating fam- members to learn more about the behalf of the entire toy industry and ting and formal gala in honor of ilies about raising healthy kids, Pa- Association and the many ways advocating for its interests contin- the new Toy Halls of Fame exhibit sierb found a natural transition to that it serves its members. Region- ues to be a cornerstone of the As- at The Strong museum in Roches- the toy world and its dedication to al member networking events will sociation’s activities. Last year, TIA ter, NY. This state-of-the-art exhibit supporting the wellness of children continue throughout 2016. and its members worked tirelessly showcases the Toy Industry Hall of through play. [Turn to p. 1 to learn to amplify the industry’s voice in Fame alongside the National Toy about Steve’s vision for TIA and his Global Research and Resources Washington, DC, in state capitols Hall of Fame, paying homage to outlook on the toy industry.] To assist member compa- across the country, and in various both the people and the playthings nies looking to grow their busi- countries around the world seek- that have helped to shape the toy Town Hall Member Meetings ness beyond the U.S. borders, TIA ing to influence key policies and industry of today and our nation’s In 2015, TIA launched a series has been compiling a repository regulations facing the toy industry. history of toys and play. Centenary of town hall meetings to help in- of commissioned research on rel- Modernizing the federal Toxic Sub- celebrations will continue at Toy troduce member companies to evant trade and economic data for stances Control Act of 1976, reduc- Fair and beyond in recognition of TIA’s new president and CEO, Steve high-interest toy markets overseas. ing third-party testing burdens, eas- this important industry milestone. Pasierb, and foster opportunities In early 2015 the Association re- ing congestion and delays at U.S. [Turn to p. 13 for details on TIA’s cen- for open dialogue. These member leased research findings analyzing ports and aligning international toy tenary.] gatherings fea- business obstacles and opportuni- safety standards to facilitate global To learn more about the Toy In- tured in- ties in the Australian and Mexican trade were top legislative priorities. dustry Association and the benefits for- toy markets. This year at Toy Fair, Additionally, 2015 saw significant of membership, visit www.ToyAsso- TIA will be unveiling research on activity at the local level, with many ciation.org/Membership. u Canada and the United Kingdom. New York counties attempting to Key information on demographics, pass so-called “toxic-free toys” laws economics, consumer behavior and that effectively banned the sale of the competitive landscape in these all toys in those areas. Thanks to regions will be presented during strong lobbying efforts and effective two educational sessions, taking partnerships with parallel indus- place on-site at the show on Sun- tries, TIA was able to prevent or de- day, February 14th. Full reports will lay enforcement of these unneces- be available to TIA members only. sary and illegal laws, ensuring that [Turn to p. 11 to learn more about local families will continue to have Toy Fair’s educational offerings.] access to the safe, beneficial play- Introducing yet another new things that our industry provides. component to its portfolio of global export resources, in 2015 TIA facil- The Genius of Play itated a fact-finding excursion and TIA’s Genius of Play program — cultural immersion program at Kids aimed at promoting the positive India, India’s largest trade event for impact of toys and play on healthy the toy industry. Held in Septem- child development — reached new ber, the Mumbai-based immer- heights in 2015. Launched as a pi- sion program included educational lot in late 2014, The Genius of Play

FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 27 Time to Change & Rearrange

oday’s consumer is elusive. the time they plopped their heads on fining itself. Just a few years ago, allocated against each platform and It’s harder to reach, let alone their pillows at night. We were on ra- we would use digital to buy ton- each placement, and how you will Tengage, with your target au- dio, morning news, billboards, mag- nage. Big reach, low CPMs. But we ultimately measure the effectiveness dience today than it was yesterday. azines, daytime T V, fringe, prime have learned that cheap is expen- and the ROI of your campaign. Per- And I’m not only talking about kids. time and Saturday morning car- sive. Banner blindness has taken its formance metrics, often dictated by I’m also referring to tweens, teens, toons, delivering product messaging toll, as kids are tuning out banners campaign objectives, have expand- young adults, and moms and dads, to our predictable audience. in lieu of more engaging video. Sure, ed beyond cost per thousand to cost too. Today’s consumer is less predict- we still use aggregated networks per engagement, cost per completed It’s like your target audience is able. They are a moving target. If we and leverage programmatic, but view, and cost per acquisition. Media walking around with a virtual remote want to reach the consumer, drive winning performance is a blend of measurement and analytics are key control, able to tune in and out of your product awareness, connect on a premium partnerships with a sprin- to a winning campaign, especially if well-financed ad- deeper level, and drive to sale, we kle of long tail impressions to drive you want decisions to be objective vertising messag- must deliver the product message efficient reach. and not succumb to the subjectivity ing on a whim. deliberately, organically, contextu- We must also avoid the popular and the popularity of the moment. We are living in ally and authentically. They contin- trap of the “media solution of the mo- We are living in exciting marketing a “what I want ually hold that proverbial remote ment.” To hang your hat or anchor times. But if you are relying on yes- when I want it” control, and can and will tune out your campaign on one platform, at terday’s media tactics to drive today’s world. It’s time in seconds, squashing much of your the exclusion of another, can be dan- wins, perhaps it is time to change to either get with media investment in the process. To- gerous and costly. Look at paid so- and rearrange. Your ROI will be bet- David G. Becker, the program or day, it is more important than ever to cial. While influencers and bloggers ter because of it. Blue Plate Media Services get left behind. clearly define your audience and un- can serve as effective product am- Too much money derstand where and when they con- bassadors, especially when targeting Blue Plate Media Services is is on the line to do it any other way. sume their media. today’s kids and moms, and will like- proudly celebrating its 12th year as If we take the time to understand When targeting kids, throwing ly have a place in your marketing mix affinity media partner with Toy In- our new reality, and the environment your ad dollars at the kids’ networks for years to come, don’t expect these dustry Association and serves as me- that our target audience is living, we and hoping your way to success is overlay tactics to carry the heavy dia advocate for the toy industry, edu- can connect with our audience in a the obvious play, but only part of lifting of your consumer messaging. cating toy and youth marketers about bigger, deeper, bolder way than ever the answer. Ratings are dropping. It You’ll fall short. Efficient reach, at all things media. before. It is time to embrace new au- doesn’t mean they’re not watching, it the very least, will be sacrificed. Each Blue Plate Media Services is a full dience behaviors, understand shift- means they are finding their content element has a place in your mix and service media strategy, planning ed consumer consumption patterns elsewhere. They are hopping from spending should be weighted and al- and buying agency specializing in and avoid the pitfalls of relying on screen to screen, watching what they located accordingly. connecting and engaging with kids, rearview-mirror marketing and the want when they want it and tuning It’s also important to implement moms and families. Blue Plate Me- underwhelming tactics of yesterday. out everything else. measurability/viewability metrics dia delivers highly targeted, integrat- Back in the Mad Men days of ad- While TV remains an announce- to help analyze and compare the ef- ed solutions across the media land- vertising, there was the media clock. ment medium and a powerful tool, fectiveness of one tactical medium scape. For information, visit www. We followed our audience from the digital has emerged as the engage- over another. This helps to deter- blueplatemedia.net or call David time they woke up in the morning to ment medium. And digital is rede- mine how much dollars should be Becker (908-918-0202). u GOT A HOTEL ROOM YET? Toy Fair’s official hotels offer the best rates when you book through onPeak, the only housing agent authorized by Toy Fair. PLUS, when you stay at an Official Toy Fair Hotel you won’t have to fight the crowds for a taxi – shuttle buses are available every day of the show and they are FREE! Candlewood Suites Times Square South Hilton Times Square Omni Berkshire Place Courtyard by Marriott - Midtown East Holiday Inn Express Times Square Renaissance New York Hotel Courtyard by Marriott Fifth Avenue Holiday Inn Express- Madison Square Garden Residence Inn Manhattan/Times Square Courtyard New York Manhattan/Chelsea Holiday Inn Midtown 57th Street ROW NYC Courtyard New York Manhattan/Herald Square Hotel Mela NYC Sheraton Lincoln Harbor Hotel Crowne Plaza Times Square Manhattan Hotel Wolcott Sheraton New York Times Square Hotel DoubleTree by Hilton Metropolitan Hyatt Herald Square New York SpringHill Suites New York Midtown Manhattan Doubletree by Hilton Times Square South Hyatt Place Midtown South Staybridge Suites Time Square DoubleTree Suites by Hilton Times Square NYC Hyatt Times Square New York The London NYC Element New York Times Square West Ink48 - A Kimpton Hotel The Manhattan Times Square Fairfield Inn & Suites New York Times Square InterContinental New York Times Square Travel Inn Four Points by Sheraton Midtown Times Square JW Marriott Essex House New York W New York Grand Hyatt New York Le Parker Meridien W New York-Times Square Hampton Inn Manhattan Times Square North Lexington New York City Waldorf Astoria Hampton Inn Times Square South Manhattan NYC, an Affinia Hotel Westin New York at Times Square Hilton Garden Inn New York/West 35th Street Millennium Broadway Hotel New York Westin New York Grand Central 63 West 35th street New York Hilton Midtown YOTEL New York Hilton Garden Inn Times Square New York Marriott East Side Hotels are subject to change. For complete details on room availability and a list of shuttle buses servicing the hotel you Hilton New York Fashion District New York Marriott Marquis choose, please visit www.toyfairny.com 28 www.ToyFairNY.com Licensing Expo 2016

ow in its 36th year, Licens- ing Expo that include hundreds of is merchandised into three zones: show in Licensing University which ing Expo is the world’s larg- returning brands such as Activi- Character and Entertainment; Art is hosted by Licensing Industry Nest and most influential sion, BBC Worldwide, Cartoon Net- and Design; Brands and Agents. Merchandising Association (LIMA). annual trade show dedicated to li- work Enterprises, Disney Consumer Character and Entertainment, hosts Sessions cover the basics of licens- censing and brand extension. This Products, NFL Players, Inc., Nickel- approximately 2800 brands and in- ing for those new to the business as is the place where more than 16,150 odeon, Paramount Pictures, Rovio cludes companies such as Dream- well as category specific, retail and retailers, licensees, manufacturers, Entertainment Ltd., Saban Brands, Works Animation, CBS Consumer trend-led sessions. distributors and licensing agents Twentieth Century Fox Consumer Products, Hasbro Global Licensing New for this year is The Licensing Products, Ubisoft En- & Publishing, Mattel, Inc., Nintendo Expo Matchmaking Service. Led by tertainment, Universal of America, Inc., Sony Pictures Con- an online platform that helps at- Partnerships & Licens- sumer Products and YouTube. The tendees and exhibitors setup meeting and Warner Bros. Brands and Agents zone hosts ap- ings in advance of the show, the Consumer Products. proximately 1800 consumer, house- Licensing Expo Matchmaking Ser- Over the years, li- hold, nonprofit, fashion, sports and vice is complemented by a team of censed toys have grown automotive brands such as AT&T, experienced business matchmaking to become a significant Automobili Lambourgini S.p.A, Bet- professionals who will provide as- category in the licens- ter Homes and Gardens magazine, sistance and support to exhibitors from more than 90 countries come ing business, with 30% of all toys Cherokee Global Brands, Coca-Co- and attendees throughout the year. together with 5,000 brands to dis- sold domestically resulting from la, Crayola, Crocs, FamilyCircle The Matchmaking Team will also be cuss licensing and brand extension licensed partnerships. Thousands magazine, Fiat, Frigidaire, Hallmark onsite to give hands-on support to opportunities. In 2015, more than of toy manufacturers and retailers Cards, Inc., The Hershey Company, exhibitors and attendees during the 150 new exhibitors were represent- attend Licensing Expo to spot con- Kellogg’s, Shell, United States Post- show. The Service is priced at $500 ed including: American Cancer So- sumer trends and connect with the al Service and Welch’s. The Art and but will be offered free of charge to ciety, AwesomenessTV, Maxim, Inc. exhibiting brands to develop new Design area is also prominently fea- all attendees and exhibitors in 2016. and National Wildlife Federation. toys and games. tured and showcases approximately Visit www.licensingexpo.com for These new additions are just a few Created to assist attendees with 200 art brands available for license. more information and to sign up for of the exciting attractions at Licens- navigating the Show, Licensing Expo 25+ seminars run alongside the our newsletter blog. u

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WBB_144_TOY_FAIR_TIMES_HALFPAGE.indd 1 12/6/15 8:23 PM FEBRUARY 13-16, 2016 | NEW YORK CITY #TFNY 29 TOTY 2016: Recognizing the brightest stars in toys and games

he clock is ticking down to one of the will add a dash of suspense and excitement to the teemed Toy Industry Hall of Fame. As steward of most anticipated and exciting events in event. the world’s largest media company and some of Tthe toy industry: the 2016 Toy of the Year the most respected brands recognized and loved (TOTY) Awards, which kicks off Toy Fair week on by children and adults around the globe, Iger will Friday evening, February 12 at the iconic Ameri- join an impressive roster of 70 individuals who can Museum of Natural History in New York City. have been previously honored for their signifi- Fondly referred to as the “Oscars” of the toy in- cant contributions to the growth and success of dustry, this prestigious annual awards ceremony the toy industry since the Hall of Fame was estab- recognizes the most outstanding new toys to hit lished in 1985. the marketplace. TOTY 2016 will be particularly Iger officially joined the Disney senior man- meaningful as it will spotlight the Toy Industry agement team in 1996 as chairman of the Dis- Association’s (TIA) centenary — celebrating 100 ney-owned ABC Group. Now, as chairman and years dedicated to bringing chief executive officer of the Walt Disney Com- the magic and joy of fun, safe pany, Iger’s strategic vision focuses on three fun- play to children of all ages. damental pillars: generating the best creative The festive evening will also This year’s TOTY finalists were selected content possible; fostering innovation and uti- include the induction of Rob- from more than 700 nominees submitted by lizing the latest technology; and expanding into ert (Bob) A. Iger, chairman over 200 companies. Mass and specialty retail new markets around the world. Iger has built on and chief executive officer buyers, youth experts, academics, and journal- Disney’s rich history of unforgettable storytell- of the Walt Disney Company, ists staffed the nomination committees that nar- ing with the acquisition of Pixar (2006), Marvel Bob Iger, Chairman into the Toy Industry Hall of rowed the field to the slate of finalists. (2009), and Lucasfilm (2012), three of the enter- and CEO of the Walt Disney Company Fame, and support the in- These finalists represent unique products and tainment industry’s greatest storytelling compa- spiring philanthropic work of properties spread across 12 categories, including nies. the Toy Industry Foundation. Educational, Infant/Toddler, E-connected, In- “Just about every child around the globe has The fun-filled event will begin with pre-dinner novative and more. The winners will be selected been touched by the magic of Disney,” said Steve cocktails, creating a relaxed atmosphere in which based on votes cast through mid-January 2016 by Pasierb, TIA president & CEO. “Mr. Iger has done participants can network and connect with in- mass and specialty retailers, journalists and blog- an impressive job of building on Disney’s rich dustry friends and business partners old and gers, TIA members and consumers (who vote history and growing their storytelling portfo- new. Lively décor, a sit-down dinner offering up a on www.ToyAwards.org). The “People’s Choice lio, creating new experiences and unforgettable delicious menu, and live entertainment will add Award” will be based exclusively on consumer memories for generations of kids to come.” to the festivities. The presentation of the TOTY votes. For more information or to purchase tickets Awards, including the overall “Toy of the Year” And finally, the evening will continue with for the 2016 Toy of the Year Awards, visit www. and the highly coveted “People’s Choice” award, the induction of Disney’s Bob Iger into the es- TOTYAwards.org. u

FOCUSED AND FREE EDUCATIONAL SESSIONs FOR SPECIALTY RETAILERS

SATURDAY, FEBRUARY 13th 2:00pm – 3:00pm AMP UP Your Advertising, Marketing and Promotion Plans! -Tom Shay, Author & Entrepreneur

Most retailers are “sold” advertising by sales representatives of the various media. Instead, they should be pur- chasing their needs as determined by what should be an annual plan. Having an annual plan can eliminate buying mistakes with media, increase the effectiveness of the advertising, and allow you to purchase the media at reduced prices. In addition to learning how the advertising plan can work for you, each participant will be provided with a free AMP calculator.

SUNDAY, FEBRUARY 14th 11:00am – 12:00Noon How to Get Press When You’re Small and Scrappy -Shannon Eis, Yelp

• Learn some of the most creative and effective local media strategies for small businesses • Find out how to become a great resource for local media and build relationships among the press • Learn how to create the right kind of attention for your business • Explore the role customers play in helping to tell your business story, online and off 30 www.ToyFairNY.com Toy Industry Foundation Brings Magic of Play to 1 Million Children in 2015

here’s nothing like the joy of Through the boundless gener- toys also gave these deserving fam- watching a child immersed osity of the members of the North ilies an opportunity to build last- Tin the magical world of toys American toy industry, 2015 was ing memories through the magical and play, where anything and ev- another successful year bringing power of play. erything is possible on the wings of the magic of play into the lives of Continuing its program with the imagination. Yet the sad reality one million children in the U.S. CASA for Children, TIF delivered is that there are all too many chil- and around the world – from hug- toys to more than 75,000 children nations of toys and funding. We look dren who do not have a toy they can gable stuffed animals and inspiring living in foster care, bringing a ray forward to working together in 2016 call their own. In an effort to remedy arts and crafts to active toys, board of fun and play into the lives of chil- to make a difference for even more this and bring the joy and benefits games and puzzles, and everything dren who are dealing with what can children!” of play to children in between. In be a confusing and scary situation. Much of last year’s success was in need, the Toy the U.S. alone, TIF also provided the organization helped in part by a record-breaking Industry Founda- TIF’s signature with grant funding to recruit and collection at Toy Fair ’15 of more tion (TIF) and its Toy Bank pro- train court appointed volunteers to than $600,000 worth of donated generous donors gram distributed provide one-on-one advocacy and toys and games that went to more and partners con- toys to children support for children awaiting place- than 45,000 children in need. Help tinue to be tireless in more than 35 ment in loving, permanent homes. make 2016 a year to remember for in their efforts to states. Looking ahead, TIF will continue kids in need by donating your toys collect and dis- Once again its national partnerships with BGCA and games at the close of this year’s tribute toys and in partnership and CASA for Children; expand its show. games to disadvantaged children with Boys & Girls Clubs of America efforts to comfort sick children in Contact thetoybank@toyindus- worldwide. Military Services, TIF gave toys to hospitals; and bring brand-new toys tryfoundation.org to learn more. Since the inception of the Toy children living on 35 military bas- and games to thousands of chil- For up-to-the-minute Founda- Bank program in 2003, the Founda- es located around the world and dren’s charities worldwide. tion news, follow TIF on Facebook tion has distributed more than $125 organized four special military toy “Toys have a tremendous impact (Facebook.com/ToyIndustryFounda- million worth of toys and games to distribution events for thousands of on children,” said Jean Butler, TIF tion) and Twitter (@ToyIndustryF- children in poverty, living in foster children during the holiday season. executive director. “When kids are in ndn) or visit www.ToyIndustryFoun- care, battling illnesses, dealing with Giving toys to these kids living so distress, play helps to comfort them dation.org. u the after effects of natural disaster, far from home helped to ease their and strengthen familial bonds. We living on U.S. military bases, and stress while showing our appreci- would like to thank our donors for going through countless other diffi- ation for their parents’ sacrifice to all that they have done to support cult situations. keep our country safe. The donated TIF’s efforts through generous do-

FEBRUARY 13-16, 2016 | NEW YORK CITY