2015 Toy Fair

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An Official Toy Industry Association, Inc. Publication Welcome2015 Toy Fair oy Fair in New York City has earned a worldwide Treputation for being the place to spot all of the creativity, innovation and imagination originating in the North American toy industry. In fact, many of the hundreds of thousands of magical playthings shown at Toy Fair – from toys that inspire kids to explore the world around them, to active playthings that encourage families to play together – are not seen at any other toy show in the world! Savvy global retail outlets make Toy Fair a key stop on the toy buying circuit, and look to the marketplace to revamp and diver- sify their shelves with innovative products that will resonate with Caption will go here saying something like opening day of the 2014 toy fair created a large croud of venders and buyers. families. Toy Fair exhibitors, who represent a sizeable snapshot of top-tier media outlets comb the schedule of special happenings Expand your knowledge. Be the $22 billion U.S. toy market, show’s 419,000+ net square feet of and educational programs de- sure to carve out some time to use the show to launch a wide exhibit space in search of the next tailed in the pages of this issue attend Toy Fair’s world-class edu- array of toys, games and youth en- hit toy or game. of Toy Fair Times. Before diving cational sessions. Many of these tertainment products designed to On top of the robust sales and headfirst into Toy Fair, we’ve out- presentations are free and will promote the healthy development networking activity at Toy Fair, all lined some tips to ensure that enrich your Toy Fair experience, of children of all ages. In addi- of the week’s energy and excite- your time at the show is produc- whether you are interested in tion to retailers, reporters from ment is amplified by a packed tive – and fun: CONTINUED ON PAGE 4 What’s happening at toy fair undreds of thousands will show and scout innovative new of toys and games … product, attend special events and Hmore than 1,000 exhib- seminars, and soak up all that Toy iting toy companies … Nearly Fair – and its host city, New York 30,000 global buyers and trade – has to offer. Whether you are a guests … All packed into four, buyer, manufacturer, licensor, in- fun-filled days of trend-spotting, ventor, or other trade guest, Toy Fair order-writing, and networking at has something for you. The follow-

the largest toy marketplace in the ing is a brief outline of the show’s

Western Hemisphere: TIA’s North schedule, but be sure to check www. N.J. Bellmawr,

American International Toy Fair! ToyFairNY.com regularly for the 1239 No. Permit

Attendees from 100 countries most up-to-date information about PAID U.S. POSTAGE U.S.

are making Toy Fair their desti- the many events and activities 10010 NY York New 1115 Broadway, Suite 400 Suite Broadway, 1115

PRSRT STD PRSRT nation this February, where they CONTINUED ON PAGE 4 Inc. Association, Industry Toy

4 FEBRUARY 14-17, 2015 | NEW YORK CITY What’s happening at toy fair CONTINUED FROM COVER Welcome to Toy Fair 2015 taking place throughout Toy Fair with two afternoon seminars ex- CONTINUED FROM COVER week. ploring the basics of licensing Carter Keithley retail strategies, toy design, digital toy and unique licensing opportuni- President & CEO, Toy Industry trends, licensing, toy safety laws and Friday, February 13th ties. Independent Thinking’s free, Association regulations, global marketplace develop- The night before Toy Fair opens expert-led sessions targeted to ments, export opportunities, and more. its doors, hundreds of toy ex- specialty toy store owners will also Leave time for exploration. By taking ecutives and industry guests will commence on Saturday, with a the time to simply walk the vast show floor attend the 2015 Toy of the Year presentation on how to grow your in between scheduled appointments, Awards (TOTY) to honor the year’s average daily sale up to 20% in 20 John Gessert, you might just happen upon the next big finest toys, games and youth en- days, and Creative Factor, the free Chairman, thing. If your time is limited, consider Toy Industry tertainment products. The awards learning series for inventors and Association and checking out TIA’s toy trends briefing on President & CEO, presentation will include a cer- startups, will share tips on bringing American Plastic Sunday, February 16th. It’s open to all Toy emony for the latest inductees into new ideas to market. Toys, Inc. Fair attendees and is a great way to get an the esteemed Toy Industry Hall of overview of the biggest trends of the year, Fame. More information about Sunday, February 15th see product examples, and speak to TIA this opulent evening is available On day two of the show, com- trend experts. in this issue of Toy Fair Times. Visit panies looking to grow their Get (and stay) connected. Order-writing and relationship-build- www.TOTYAwards.org to purchase businesses overseas will benefit ing can now easily take place beyond the four-day show, thanks to tickets. from TIA’s exclusive Global Trade ShopToyFair365.com. This free e-commerce tool allows registered buy- and Market Expansion program- ers to browse exhibitors’ latest product offerings and place purchase Saturday, February 14th ming. This three-session program orders online – every single day of the year. Toy Fair kicks off at 9 a.m. sharp will take place throughout the There’s no city like New York City. Toy Fair takes place in one of the with a ribbon-cutting ceremony day on Sunday, with research pre- world’s greatest cities – New York – where the options for dining, shop- in the Crystal Palace, featuring a sentations on the U.S., Mexico ping, theatre and cultural activities are nearly endless. While you’re in parade of costumed characters and Australia based on findings town, tap into the city’s creative pulse. You might leave feeling inspired. and special guests. TIA’s Licensing from TIA-commissioned stud- Whether you are a first-time visitor or you have been coming to Toy Content Connection, an educa- ies examining the toy and youth Fair for many years, we thank you for making the largest toy show in the tional program specifically for entertainment markets in those Western Hemisphere your destination this February, and we wish you a those with a stake in the world of regions. On Sunday afternoon, TIA productive, prosperous and playful show! licensing, will begin on Saturday will also host its annual Toy Trends

www.ToyFairNY.com 5

Briefing, free for all show attendees, to unveil the Association’s top 2015 Toy Trend Forecast toy trend predictions for 2015. Toy industry stakeholders inter- oy Fair is more than a fun-filled playground to explore their passions and create – truly combining ested in knowing how to captivate, filled with thousands and thousands of amaz- the building trend with the arts and crafts trend – and engage and educate children us- Ting new toys, games and youth entertainment really advancing the “maker movement.” Analysts ing the latest digital devices, apps products – it’s also a good predictor of what will be and retailers have been saying that “personalization” and games will learn all of that and trending in the world of toys and play in the year to remains hot among kids. 3D printing, though not yet more at the 9th annual Digital Kids come. Having witnessed the launch of countless widely used, is expected to have a tremendous impact Conference, taking place alongside timeless treasures – from Barbie to Tickle Me Elmo – on the toy industry in the not-so-distant future, and Toy Fair at the Javits Center from Toy Fair is considered a must-attend marketplace for we predict this will further enhance custom-made February 15-17. global buyers and other industry insiders hoping to play. scoop up the next big toy or game sensation. Another trend to watch out for is the rise of toys Monday, February 16th The trends team at the Toy that foster unstructured, open-ended play. We love On Monday, early birds can start Industry Association (TIA) works how these types of toys give today’s overscheduled the day at TIA’s Annual Business year-round to identify and track kids the tools to unlock their creativity and use their Meeting, which is open to all and product developments and emerg- imagination. will cover Association news and ing trends both within the industry updates, as well as the election of and in parallel industries that in- Toy Fair Times: Speaking of tech, people are always new Board members. Following fluence the youth and toy market. excited to see new tech innovations in the toy in- the meeting, TIA’s free and highly Adrienne Appell, TIA’s leading trend dustry. What types of tech toys are on the rise? informative Toy Safety Compliance expert, gives Toy Fair Times readers Adrienne Appell: In the tech area, we are seeing a Adrienne Appell Update, sponsored by ANSECO Toy Trend Expert, a sneak peek at the hottest toy trend growing number of “wearable” tech toys and open- Group, TUV Rheinland of North Toy Industry Association predictions for 2015 and an invita- ended digital toys and games that encourage kids America, and UL, will shed light tion to the annual ‘Toy Trends Briefing’ seminar that to explore their creativity as they play. The tech area on important changes in state, will take place on Sunday afternoon, February 15th at also showcases a lot of “smart play” toys – influenced federal and international toy safe- the Javits Center. heavily by the STEAM (Science, Tech, Engineering, ty requirements and introduce Arts and Math) trend we saw in 2014. emerging issues under consid- Toy Fair Times: Adrienne, what trends can we ex- eration by legislators around the pect to see at this year’s show? Toy Fair Times: How is pop culture influencing toys globe. Adrienne Appell: For manufacturers, the opening in 2015? day of Toy Fair is the culmination of months (and Adrienne Appell: This year, we are predicting an Spot New Products Year-Round sometimes even years) worth of product develop- overarching trend based upon the influence of a Don’t forget to take advantage ment, testing and creation. They have worked hard to major blockbuster movie (Jurassic World, anyone?). of ShopToyFair365, a free e-com- design and nurture their product lines to be the very Of course, other movie releases like Peanuts, The merce tool that lets registered best, so course there’s an incredible excitement as Avengers, and The Justice League are inspiring the buyers and Toy Fair exhibitors stay buyers walk the aisles to take a look at these brand- creation of an exciting array of licensed playthings connected and conduct business new playthings. What will they see this year? Well, for kids. A favorite license from 2013 and 2014 is also year-round. You can learn more some of last year’s trends are making a reappearance holding strong – Frozen merchandise continues to be about ShopToyFair365 in this is- with a twist … and many exciting new trends are ex- extremely popular, and Toy Fair attendees can expect sue of Toy Fair Times or by visiting pected to make their debut in 2015 as well. to see a wide range of new and exciting Ana, Elsa and www.ShopToyFair365.com. Without giving too much away, I can say that kids Olaf themed toys and games throughout the aisles! It might be a big and busy show, will be gravitating toward toys that make a “splash” but the Toy Industry Association is – and I mean that literally! Aquatic-themed toys will Toy Fair Times: Thanks so much Adrienne. Any last not too big or too busy to help you. be popping up in just about every category, from words? Please visit TIA’s booth at Toy Fair if dolls and collectibles to outdoor and action figures. Adrienne Appell: Our annual ‘Toy Trends Briefing’ you have any questions or require Additional trends will capitalize on child-driven and will take place on Sunday afternoon, February 15th assistance. Wishing you a busy, “smart” play. at the Javits Center, and is open to all show attend- productive and enriching Toy Fair ees. You’ll hear our projections about the year’s top 2015! Toy Fair Times: What are some of the trends that trends and see examples of products that illustrate Visit www.ToyFairNY.com for have a new twist? these trends across multiple product categories. complete details about Toy Fair, Adrienne Appell: The “DIY” craze isn’t going any- Details about the presentation are available at www. including exhibitor listings, edu- where, and innovative toymakers are finding very ToyFairNY.com and through Toy Fair Mobile. cational sessions, events, hotel inventive ways to unleash the creative talents of 21st reservations, and more. century children. Last year was all about BIG items We look forward to seeing everyone at the Toy Trends that have a lot of presence; as a counter-balance to Tea, but for a steady stream of trend-spotting through- that trend, we are seeing a resurgence of minis that are out the year, be sure to visit www.toyassociation.org/ high-quality and feature interesting design elements. trends and www.ToyInfo.org. Parents love the affordability of these pint-sized toys, and kids, as always, love to collect and trade them.

Toy Fair Times: What are some of the other trends you are excited about? Adrienne Appell: We love the fact that there are so many toys this year that are allowing kids the freedom 6 FEBRUARY 14-17, 2015 | NEW YORK CITY Taking Toy Fair Digital with ShopToyFair365.com ecause there is simply TIA’s marketplace events (Toy Fair ‘showrooms’ to publicize their lat- STF365 is the latest addition not enough time to see or Fall Toy Preview). est lines.” to an array of digital tools avail- Babsolutely everything on “STF365 is like a combina- TIA engaged Balluun, a glob- able to Toy Fair attendees – from display at Toy Fair, the Toy Industry tion of LinkedIn, Facebook and al B2B technology company, to Toy Fair Mobile to the Online Association has created www. your favorite e-commerce site, build STF365, which launched in Press Room. Additional informa- ShopToyFair365.com (STF365), an all rolled into one,” said Marian conjunction with Toy Fair 2014. tion can be found under the “Show e-commerce tool to complement Bossard, TIA senior vice presi- To date, nearly 500 manufacturers Info” tab at www.ToyFairNY.com the face-to-face interactions and dent of global market events. “The have uploaded their company pro- or at www.ShopToyFair365.com. business transactions at the show. files to the website, Technical questions related to Helping to maximize resources including product the platform can be directed to and extend Toy Fair’s connectivity images, pricing, [email protected]. throughout the year, STF365 is a descriptions and website (with an accompanying availability. Nearly mobile app) that lets registered 2,000 buyers – from Toy Fair buyers connect with ex- small toy stores to hibitors, browse their product mass retail outlets selections and pricing, and place – have registered, purchase orders. This can be done unique platform allows global with new retailer contacts sign- in advance of the show, during buyers and suppliers to stay con- ing up every day. As of publication meetings on the show floor, or nected very easily throughout time, ShopToyFair365 hosts near- long after Toy Fair’s doors close the year – limiting the amount of ly 6,500 products for buyers to until next year. time and money spent on busi- browse…and purchase 24/7/365. Buying and selling using STF365 ness travel. It’s also a great tool “STF365 is a true reflection is completely free; however, in or- for buyers looking to place small of contemporary commerce der to access the site a company orders from a wide range of ven- behavior and a definite game- must be registered as an exhibitor dors, and is equally beneficial to changer for the toy industry!” or qualified buyer to attend one of exhibitors, who can create virtual added Bossard. ToyToy BricksBricks MeetMeet MobileMobile Apps!Apps!

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Sounds! IdentiToy® Interactive Brick Demos! A new way to play! Booth 4113 — Developers Welcome www.ToyFairNY.com 7 Free Toy Fair Learning Sessions Support Inventors and Entrepreneurs oy Fair’s Creative Factor program pro- business owners who successfully used crowd- on intellectual property rights and U.S. patent vides inventors and designers with a funding to launch their product lines. “They will laws and trends, presented by the U.S. Patent Tforum to exchange ideas and learn about discuss their experiences, both good and bad, and Trademark Office and the United Inventors bringing new concepts and products to market. and share how they used Kickstarter to bring Association. A session on how to safely navigate The free drop-in sessions, which take place on- their projects to life,” explained Klisch. the rocky waters of international manufacturing site at the Javits Center, explore a range of topics Success stories will also be shared about will be presented by ProSource Global (www. that include project toy companies featured on Shark Tank, a real- ps-global.com), a commercial goods contract funding, negotiat- ity TV show about aspiring entrepreneurs who manufacturer with access to qualified manu- ing agreements, the pitch their business ideas to potential investors. facturers in China, Taiwan, Indonesia, Thailand, latest innovations in “Not only is Shark Tank one of the highest rated Philippines, and Vietnam. technology, protect- shows on television – it has also helped many About Brett Klisch ing inventions, and new companies grow and expand,” said Klisch. Klisch began his career as an action figure more. “We will have a few interesting stories to tell and sculptor for numerous toy companies before “Creative Factor has seasoned professionals maybe even a special guest or two.” launching Peru Meridian Studios in 1998 to on-hand to help entrepreneurs discover new 3D Printing help develop and prototype product for the tools and techniques for developing great prod- As 3D printing continues to be one of the toy industry. Today, Peru Meridian Studios uct,” said Brett Klisch, host of Creative Factor most talked about innovations in recent history, has evolved into a fully integrated design and and owner of Peru Meridian Studios, a design Creative Factor has invited Form Labs 3D to de- manufacturing firm with the capabilities and and manufacturing firm that works with inde- liver a presentation on their low-cost, high-res resources to bring product from concept all pendent designers and startups as well as some 3D printers. Peter Kelley of KelleyStudio.com, the way through the manufacturing process. of the biggest companies in the toy industry. a digital sculpting studio that builds models Creative Factor has been part of Toy Fair’s edu- “This year’s program will focus in particular for the toy industry, will demonstrate how 3D cational programming since 2003. on how the latest resources and technologies modeling software can be used to design new For additional details about Creative – from 3D printing to Kickstarter – have made characters and new products in a cost effective Factor’s various presentations and seminars invention and entrepreneurship much different way – and with a very fast turnaround time. held throughout Toy Fair, visit the “Knowledge today than they were five years ago.” Intellectual Property & Overseas Network” section of www.ToyFairNY.com. Crowdfunding Manufacturing Creative Factor will include a panel of Additional Creative Factor sessions will focus

800.335.5621 www.FatBrainToyCo.com Lower Level... 8 FEBRUARY 14-17, 2015 | NEW YORK CITY Let’s Paint the Town Red… and White!

– it’s your ticket to the exclusive compagnies canadiennes à ve- l’ACJ pendant la foire pour ren- reception. Bring your business nir célébrer les valeurs du jeu et contrer ceux et celles avec qui cards to enter a draw for one of l’importance des jouets avec les vous voulez faire connaissance. ten $100 CAD gift cards from as de l’industrie à la Foire du Jouet Demandez à un agent de l’ACJ Tim Hortons, Petro Canada and 2015. Les exposants canadiens se- un exemplaire gratuit du guide other Canadian companies! ront identifiés par le logo de l’ACJ spécial pour détaillants qui • Visit CTA at booth #1601 sur leurs kiosques et dans le guide recherchent des produits dis- A Message from the Canadian Toy throughout the show to find officiel de la foire. ponibles en vente au Canada. Association, an Affiliate of TIA the people you want to connect Veuillez prendre note des ren- • Lors de votre visite au kiosque he Canadian Toy with. Ask CTA staff for a free seignements suivants pour les de l’ACJ, prenez un « selfie » avec Association (CTA) invites copy of its special guide for re- Canadiens à la Foire du Jouet : la tuque du Canada et suivez TCanadian companies to tailers looking for products that • Joignez-vous à l’ACJ pour le l’ACJ sur Tweeter @cdntoy avec celebrate the value of play and are available for sale in Canada. « Grand Rendez-Vous Canadien le mot-clé #CTAbeanie15 pour the importance of toys with the • While you’re at CTA’s booth, du Jeu » qui aura lieu diman- la chance de gagner un prix industry’s best at Toy Fair 2015! take a selfie with the Canadian che le 15 février 2015 de 18h à mystère ! Canadian exhibitors will be iden- Beanie and tweet CTA @cdntoy 20h au Salon des Membres du Pour de plus amples informa- tifiable by the CTA logo on their with the hashtag #CTAbeanie15 Javits Center (Hall E). N’oubliez tions concernant l’ACJ, visitez booths and highlighted in red in for a chance to win a mystery pas d’apporter votre passep- www.cdntoyassn.com. the official show guide. prize! ort canadien - c’est votre billet Take note of the following in- More information about CTA is d’entrée à notre réception ex- formation for Canadians at Toy available at www.cdntoyassn.com. clusive. Apportez vos cartes Fair: d’affaire pour participer au • Join CTA for the “Great Décorons la ville en tirage et avoir la chance de gag- Canadian Play Date” taking rouge… et blanc ! ner une des dix cartes cadeaux Join us for place on Sunday, February 15, Un message de l’Association d’une valeur de 100 $ CAD de the TIA Annual General Meeting 2015 from 6:00 to 8:00 p.m. in the Canadienne du Jouet, affiliée de Tim Hortons, Petro Canada, Mon., Feb. 16th Members Lounge at the Javits la TIA et d’autres compagnies cana- 8:00am - 9:00am Center (Hall E). Remember to L’Association Canadienne diennes ! Free & Open to All bring your Canadian passport du Jouet (ACJ) invite toutes les • Visitez le kiosque no.1601 de

New Date Pattern Saturday- Tuesday

Co-Located with

February 15-17, 2015 New York DigitalKidsCon.com www.ToyFairNY.com 9 Genius of Play

enius of Play “Play isn’t a luxury. It’s a criti- relationship. Parents also indi- Campaign Spotlights cal component of a healthy and cated that they wish to provide GVital Role of Toys well-rounded childhood,” said their children with play oppor- & Play in a Child’s Healthy Ken Seiter, TIA vice president tunities that enable them to Development of strategic communications. explore through imagination The Toy Industry Association “Toys – which are the tools of and curiosity. (TIA) launched an indus- play – promote the develop- “I am pleased to announce try-wide campaign called ment of lifelong skills and help that The Genius of Play has “The Genius of Play” (www. strengthen family bonds. We already garnered significant at- TheGeniusOfPlay.org) in invite all members of the toy tention from toy and play lovers November to raise awareness industry to get involved by of all ages, and is raising aware- about the many benefits of play opening up a dialogue with ness about our industry’s critical and to encourage parents to their shoppers and social media work to create safe, innovative, some “genius” facts make more time for playful ac- followers about the critical role and educational playthings that 1. Pediatricians recommend children tivities in their children’s lives. of toys in the healthy develop- benefit children around the spend at least 60 minutes a day en- Highlighting the many cogni- ment of children.” globe,” said Carter Keithley, TIA gaged in open-ended play tive, physical, and social benefits The campaign was devel- President & CEO. “We look for- 2. Children who have access to a va- of play, TheGeniusOfPlay.org oped with the input of TIA ward to growing this campaign riety of toys reach higher levels of features play-related facts and members, industry profession- in 2015 and beyond, as we gath- intellectual achievement videos that TIA members and als, play-focused organizations er new play-related data from 3. Toddlers who play with building industry stakeholders can and academics. TIA also polled third party experts and strive to bricks have significantly higher lan- proudly incorporate into their Millennial and Generation X further engage with consumers guage scores own communications plat- parents about their lifestyles, and kids.” 4. Play enhances the progress of de- forms. Parents, caregivers, views on play, spending hab- Visit www.TheGeniusOfPlay. velopment from 33% to 67% by teachers and play profession- its, and purchasing decisions. org to learn more. In-depth in- improving language and reducing als are also able to share The The survey found that 95% of formation about the value of social and emotional problems Genius of Play facts and data parents agree that time spent play is also available at ToyInfo. Check out more facts at www. with their own networks and playing together as a fam- org, TIA’s consumer website. TheGeniusOfPlay.org social media followers. ily enhances the child-parent

Choice Hotels Book Now, Pay Later Exceptional Service Networking Opportunities 10 FEBRUARY 14-17, 2015 | NEW YORK CITY Digital Kids Conference: Tips for Successfully Engaging Today’s ‘Digital Native’ Kids

lay professionals will learn how to captivate, engage and edu- learning technology, with a focus on consumer- and curriculum-based cate children using the latest digital devices, apps and games learning products and services that enrich the lives and education of Pduring the 9th annual Digital Kids Conference, held at the children. Experts from Ubisoft, SHAPE America, The Houston Children’s Javits Center from Sunday to Tuesday, February 15-17, 2015. Museum, Hopscotch, Tinny Bop, Roominate and more will discuss ways Taking place alongside Toy of adding elements of play to Fair for the fifth consecutive technology, and effectively in- year, the event features an im- corporating technology into pressive roster of presenters educational playthings. and panel speakers who will The Conference agenda examine new strategies, tools for Monday and Tuesday fea- and techniques for creating February 15-17, 2015 New York tures presentations on market successful digital toys and en- DigitalKidsCon.com research and marketing and tertainment media for kids. distribution ideas for digi- “Today’s play space stretch- tal information in order to es across physical and virtual worlds, and continues to expand and help toy companies continue to engage today’s “digital native” kids evolve,” said Carter Keithley, president and CEO of the Toy Industry through both physical and digital play products. Keynote speakers in- Association (TIA). “The Digital Kids Conference provides toymakers clude Andrew Sugerman, Executive Vice President, Disney Publishing and digital media professionals with an important opportunity to dis- Worldwide; Boris Sofman, Co-Founder and CEO, ANKI; and Joby Otero, cuss the impact of emerging technologies on shifting play patterns and Chief Creative Officer at ANKI. future toy trends of vital interest to our industry.” All Toy Fair visitors are invited to attend the Digital Kids Conference; The event kicks off on Sunday with the Toys, Learning and Play TIA members will receive reduced rates to attend the sessions. Digital Summit. Presented by the National Center for Family learning, the Kids participants will enjoy access to the Toy Fair show floor. For more Summit will explore the rapidly changing innovations occurring in information, visit www.DigitalKidsCon.com.

BookExpo America (BEA) Welcomes Toy Store Owners & Buyers Discover Children’s Books, Hobby & Game Titles, and Specialty Children’s Toy & Gift Items.

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. #1 BOOK & AUTHOR EVENT IN THE U.S. Wednesday May 27 - Friday, May 29, 2015 | Javits Center, New York City | bookexpoamerica.com Interested in Exhibiting at BEA? Contact Doug Scully at [email protected].

Sponsored by Produced & Managed by

www.ToyFairNY.com 11 TIA: Celebrating 100 Years of Service

n 2015, the Toy Industry Association (TIA) enters its 100th year of and the toys that bring the joy of play to kids of all ages. service. Originally established in 1916 as the Toy Manufacturers Revelry will continue at Toy Fair 2016 with a spectacular birthday IAssociation, TIA has expanded and evolved over the course of a cen- bash, bringing together all members of the toy industry in recognition of tury to continue to support the interests of a rapidly changing industry. both its esteemed history and its bright future. The annual Toy of the Year Today, TIA represents all North American companies involved in creating (TOTY) Awards and Toy Industry Hall of Fame induction ceremony will and delivering kids’ beloved playthings, be infused with special features in hom- and its members account for about 90% age to the industry’s iconic veterans and of the U.S. toy market. outstanding products. “It is a great privilege to be a part of Further reflecting on some of the the Association as it reaches this mo- most influential people, products and mentous milestone,” said TIA president events that have transformed the world and CEO, Carter Keithley. “The longev- of toys, TIA is creating a commemora- ity of TIA speaks to the hard work and tive publication to be unveiled at Toy wisdom of all those who have helped to Fair 2016. The book will look at where shape this organization into a valuable the industry has been and where it is to- resource for our industry.” day, and how the Association has adapted throughout. In honor of its anniversary and all the people who have helped make This transformation story can also be read in the Association’s archive the toy industry great, TIA has planned a series of forthcoming festivities. materials. To preserve these historic records and make them available Centenary celebrations will kick off in the fall of 2015 with a ribbon- to interested stakeholders and researchers, TIA is in the process of re- cutting and evening of entertainment surrounding the brand-new Toy viewing, evaluating and preparing its archives to be housed at The Strong Industry Hall of Fame gallery at The Strong museum in Rochester, New museum. York. Thanks to a new partnership between the museum and TIA, The Additional activities and celebratory events will be planned for Strong’s existing Toy Hall of Fame gallery will undergo a $4 million reno- throughout TIA’s centenary year — so stay tuned! vation and emerge as a high-tech gallery that recognizes both the people

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Toy Fair 2015 Opens Saturday, February 14th FEBRUARY 14-17, 2015 | NEW YORK CITY 12 you Heard It Q&A with Brian Meece, First at Founder & CEO of RocketHub PlayCon rian Meece is the Brian made his first introduc- founder and CEO of tion to the toy industry at PlayCon BRocketHub.com, one 2014, held last May, where he of the world’s top crowdfund- spoke to conference attendees ing platforms. When Brian and about the advent of crowdfund- his partners ing and its ability to get start-ups launched in off the ground. As the world of 2009, their goal crowdfunding continues to grow, was to start a Toy Fair organizers sat down showcase their stories for the and responsibly. company that with Brian to learn more about world to see, and they share them We’ve initiated tens of thou- would add in- how Rockethub has the ability through social media with their sands of campaigns all over the frastructure to take projects “from concept to communities. Funders watch the globe, raising millions of dol- and cred- consumer.” story and become incentivized lars for projects of all shapes and

Brian Meece, ibility to the by the “goods.” On RocketHub sizes. Many do not have access to Founder and CEO of crowdfund- Toy Fair: Can you describe what you may see a company “pre-sell” traditional financial opportuni- RocketHub.com ing model and crowdfunding is and how it their product for $20 or offer ac- ties – such as bank loans, venture bring it into new areas such as works? cess to a fun event for $100. capitalists, or angel funding – but academics, entrepreneurship and Brian Meece: The crowdfund- By contributing to these cam- they can use crowdfunding to col- social causes. In 2013, RocketHub ing model is simple and personal: paigns, funders have the power lect the funds they need to make and A&E Networks partnered funders support story-driven to bring an idea to life, while also something amazing happen. for the Project Startup initiative, projects that pique their interests, getting a product or experience to a collaboration that has taken then “pre-pay” for a specific good take away. It’s a “have your cake Toy Fair: Why is crowdfunding a crowdfunding to a wide televi- or service that will result from the and eat it too” model that is very viable alternative for launching sion audience. Now RocketHub is project they are funding. Funders collaborative. Crowdfunding is a new toy or game product? partnering with other major com- contribute because they become literally changing the world by de- Brian Meece: It’s an exciting op- panies to bring emerging ideas to engaged emotionally. mocratizing access to capital. tion because unlike other methods market. RocketHub’s project leaders of raising capital, these are neither Toy Fair: Tell us a little bit about debt nor equity transactions. So RocketHub. instead of a toymaker going to the Brian Meece: We started as cre- bank and applying for a loan or ative and academic founders on a investment, they are asking their mission to liberate ideas. My part- communities for support. ners and I launched RocketHub Another benefit is that crowd- in 2009 based on a funding funding can be a great way to model that was popular with do- amplify a story. Last year, we an- it-yourself artists that use their nounced our partnership with communities to raise funds for A&E Networks, called Project projects. Startup. The collaboration is At RocketHub, we help our us- massive in scope, moving the ers raise funds from the public. crowdfunding movement into The way our platform works is the mainstream by featuring sto- that a project leader comes to ries from RocketHub within A&E’s RocketHub, uploads their proj- reach of 100 million television ect and what they’re looking to sets. In addition, A&E is contrib- do. They’ll typically have a pitch uting significant extra funds to video talking about themselves, selected RocketHub projects. their passion for the project, and Larger toy and game compa- a detailed description of their nies can use crowdfunding as an initiative. Then, they’ll set a goal “incubation” zone for new ideas amount – what they’re looking to as well – giving emerging talent raise - along with “goods” they can within their industry an oppor- give back to funders. tunity to launch the next big hit. We not only built a platform We’ve opened up discussions with DRIVE YOUR IMAGINATION. for people to fund ideas, but a some of those bigger groups now, place where everyone can learn and anticipate some dynamic new See the iconic RollPlay models at NY15, Toy Fair about how to use crowdfund- products hitting the marketplace February 14 – 17, 2015. Booth #5377 ing as well. Education on the early next year. crowdfunding movement is part For more information, visit of RocketHub’s mission, and our RocketHub.com. Success School teaches folks how For more information visit www.rollplay.net to use crowdfunding effectively www.ToyFairNY.com TM/© Sesame.

014 was an exciting year for the U.S. Toy industry-wide study on toy manufacturers’ members and a long-standing history of close Industry Association (TIA). Initiatives marketing and promotions practices. The fi- cooperation on topics of shared interest. Under 2were expanded upon or launched, new nal report, based on data collected from 88 TIA the new affiliation, any TIA member with op- partnerships were forged, and resources were member toy manufacturers, features quantita- erations or sales in Canada is now eligible for unveiled that aim to deliver rewards, results tive and qualitative information segmented to CTA membership at no additional charge, and and benefits to TIA’s approximately 750 mem- help companies compare their strategies and CTA members (including distributors) are also ber companies of all sizes. eligible for membership in TIA. As part of this agreement, the Industry-Wide Campaign North American International Promotes Play Toy Fair (formerly the American In November, TIA launched International Toy Fair) has been The Genius of Play (www. re-named, with TIA and CTA now TheGeniusOfPlay.org), an in- hosting a single Toy Fair in New dustry-wide campaign to raise York City, rather than hosting sepa- consumer and media awareness rate marketplace events in the U.S. about the critical role that toys and in Canada. Through a dedi- and play have in a child’s devel- cated North American toy show, opment. Created with the input Toy Fair attendees are provided of TIA members, industry professionals, play- budgets to other companies of similar size, dis- with more targeted business development focused organizations and academics, the tribution channel and net sales. opportunities, greater efficiency and added campaign sheds light on how children use cost-savings. [Turn to p. 8 for details about toys in creative and clever ways, and highlights Advocating on Behalf of the Toy Industry CTA’s special events at Toy Fair] play-related facts and statistics regarding the Advocating on behalf of the entire toy in- many physical, intellectual and social benefits dustry continues to be a cornerstone of the A Network for Young Professionals of play. All of the data and multi-media found Association’s activities. Last year, TIA once Identifying more ways to attract young, cre- at TheGeniusOfPlay.org can be shared and again worked in close collaboration with its ative minds and further foster their toy careers used by everyone involved in the toy industry. members to build relationships with state and are key components of the toy industry’s in- Stay tuned for more on this exciting initia- federal policymakers; testify before Congress ventiveness and prosperity. With that in mind, tive – The Genius of Play campaign is expected and the Consumer Product Safety Commission TIA created the Young Professionals Network to grow in 2015 as TIA gathers new data from (CPSC) to shape policies and regulations im- (YPN), a special interest group that supports third-party experts and strives to further en- pacting the world of toys and games; lobby in the growth and retention of young toy pro- gage with consumers and kids. [Turn to p. 9 to state capitols across the nation; and educate fessionals through networking, professional learn more about The Genius of Play] lawmakers about the toy industry and its com- development and social opportunities. These mitment to bringing the benefits of play to events take place throughout the year and in Business-Building Research children everywhere. TIA is also continuing its conjunction with Fall Toy Preview in Dallas In response to TIA’s current Strategic Plan, efforts to extend market access for its members and the North American International Toy Fair which highlights the need to proactively ad- overseas, by meeting with government officials in New York. dress globalization by collecting, analyzing to encourage enhanced regulatory cooperation and sharing relevant trade and economic data and offering TIA members export assistance Centenary Celebrations for overseas markets, TIA completed a body of and information to promote cross-border Established by toy companies in 1916, TIA is commissioned research reports on consumer trade. approaching its 100th anniversary. Throughout and marketplace trends in the fast-developing To help further the growth of the toy indus- 2015 and culminating at next year’s Toy Fair, a nations of Brazil and China. Conducted by re- try, ensure toy safety, promote fair and effective year-long centenary celebration will help to search consultancies Kidz Global and Altios regulations and mitigate costs to companies, commemorate the Association’s history of International, the studies analyze business industry stakeholders are invited to join TIA service and achievement. Special events will obstacles and opportunities to help toymakers for its annual advocacy events in Washington, highlight key industry milestones and cele- better understand how to position their prod- DC and Sacramento, CA. There, companies of brate the longstanding philanthropic efforts of uct lines in the Brazilian and Chinese markets. all sizes can engage in impactful face-to-face the industry through corporate giving and TIA’s TIA’s next batch of commissioned research discussions with key legislators. California own Toy Industry Foundation (TIF), which has reports, slated for completion in early 2015, Toy Day will take place in April 2015; the DC delivered more than $100 million in toys to will focus on Australia, Mexico and the U.S. Fly-In will likely take place in June. Visit www. children in need. [Turn to p. 11 for details on Key cultural, demographic, consumer behav- ToyAssociation.org/TakeAction to learn more. TIA’s Centenary] ior and economic findings on these regions will be presented during Toy Fair’s three-session New Partnership Strengthens North American To learn more about the Toy Industry “Market Research Program,” taking place on- Synergies Association and the benefits of membership, site at the show on Sunday, February 15th. Full The Boards of Directors for TIA and the visit www.ToyAssociation.org/Membership reports will be available to TIA members only. Canadian Toy Association (CTA) announced or contact TIA’s Ken Ebeling, vice president of [Turn to p. 22 to learn more about Toy Fair’s last spring the approval of a formal relationship strategic development and member services “Market Research Program”] to strengthen the synergies between the two ([email protected]). Also last year, TIA conducted its first-ever trade associations, which have many mutual www.ToyFairNY.com 15 Media Play in the OFFICERS Business of Play CHAIRMAN John Gessert American Plastic Toys, Inc. ust because you sold prod- into the holidays, or sometime not limited by it. VICE-CHAIRMAN, CHAIRMAN ELECT uct in doesn’t mean you’ll in between? If you sell in for fall If you’re a toy marketer, you David Hargreaves Hasbro, Inc. Jsell product through. and are on shelf in August when should know that we are living in SECRETARY-TREASURER Robert Wann Hopeful mar- plan-o-grams change, your buy- a TV/ digital world. This year, ac- Patch Products, Inc. keting and er might justifiably want to see cording to Kantar Media, online BOARD OF DIRECTORS wishful think- early movement. This is not an video spend is up 229% from last David Allmark ing might work easy task, since holiday shop- year, while banner spending is up Mattel, Inc. TIA Member at Large in the movies, ping won’t kick in for another 1.4%, with dollars clearly shifting John Barbour but it is not a two or more months. You may be from TV to the new formats. Leapfrog Enterprises Richard Barry viable tactic persuaded to invest in August/ Today, with smart planning Toys ‘R’ Us when money September to drive early sales, and an expert media team, you Andrea Barthello ThinkFun, Inc. David Beker, is on the line but you’ll need enough fire- can plan and make decisions Blue Plate Media Drew Brazer and your power to carry you through the based on targeting, viewability, LEGO Systems, Inc. product is sit- holiday season. It’s a tricky trap completed views and historical William Beebe Playmates Toys, Inc. ting on the shelf unsupported. A that you’ll need to address care- performance. The out-of-pocket Joel Berger smartly planned and surgically fully. You don’t want to come out cost for digital campaigns is now Cardinal Industries, Inc. executed media campaign is piv- heavy and leave yourself weak higher than the days of cheap Sam Harwell Big Time Toys, LLC otal in marketing product today. when the merchandise meets the tonnage impressions, but the po- Peter Henseler It’s a “must have” to gain sell-in money, during the frenzy of holi- tential for higher ROI is greater as TOMY International Jeffrey Kennis and a “gotta have” to drive sell- day shopping. So, it is imperative well. Enchanted Moments, Inc. through. An underfunded media to establish a flight strategy that When planning an integrated Shirley Price Funrise Toy Corporation campaign can often be just as will drive your brand while also media campaign, it is imperative TIA Member at Large ineffective as a non-existent one. satisfying your buyer’s request. It to build a team of talented ex- William To And an ill-timed, far-forward, can be a balancing act, and well perts who truly understand the VTech Electronics North America, LLC. Manuel Torres strategy might satisfy your buyers worth discussing with your retail kids’ space – from the right media Nickelodeon Consumer Products (initially) but will do little to drive partners and your media strategy planning and buying agency, to ADVISORY COMMITTEE product when holiday traffic team. the right public relations and so- Al Verrecchia Hasbro, Inc. kicks in and the budget wears out. As if establishing your me- cial marketing team, to the right Bryan Stockton dia plan is not hard enough, the TV/video production house. It’s Mattel, Inc. So, what is a marketer to do? media landscape is continually not about cheap media anymore, Soren Torp Laursen LEGO Systems, Inc. First, you need to establish evolving and your approach to but smart media that reaches, HONORARY ADVISORS a viable budget to build a me- smart media planning should engages and connects with your Neil Friedman dia plan that will deliver against be evolving with it, putting you audience. We have seen far too Alan G. Hassenfeld campaign objectives. But, unfor- ahead of the pace. Every day many newcomers hire unquali- Hassenfeld Family Initiatives tunately, money doesn’t fall from there are new opportunities for fied talent and hope their way TIA PRESIDENT AND senior leadership the sky. A media budget must targeting and message delivery through a campaign. Stop! Carter Keithley come from somewhere. There to kids, moms and families, along Smart, experienced talent goes a President & CEO Ed Desmond are steps you can take to estab- with new tools to measure be- long way and sets the stage for a Executive Vice President, External Affairs lish such a budget. You can look havior and impact. With proper winning campaign. Too much is Marian Bossard Senior Vice President, Global Market Events at the competition to see what understanding, and the right me- at stake to do it any other way. Kenneth Ebeling they spend, work off an A/S (ad- dia team, you can have a better Vice President, Strategic Development vertising to sales ratio), back into handle today on what is working Blue Plate Media Services and Member Services Alan P. Kaufman a budget, or bake one in (mean- to market your product and what is a full-service media strat- Senior Vice President, Technical Affairs ing that each unit sold includes a is not. egy, planning and buying Joan Lawrence Vice President, Standards and dollar amount allotted to media.) agency specializing in connecting Regulatory Affairs The latter is an ideal scenario, What is the right media mix for and engaging with kids, moms Kenneth Seiter Vice President, Strategic Communications providing your margins can sup- your brand? and families. Blue Plate Media is Paul Vitale port it. Historically, TV has been the proudly celebrating its 11th year Senior Vice President, Finance & Opera- Once budget is established, big recipient of media when tar- as an affinity media partner of the tions you’ll need a media plan. Your geting kids. While TV habits have Toy Industry Association (TIA), TOY INDUSTRY FOUNDATION Jean Butler plan should align with distribu- changed quite a bit, TV viewer- and serves as a media advocate Executive Director, Toy Industry Foundation tion. You’ll need to establish a ship among kids remains intact. for the toy industry, educating toy TOY FAIR TIMES mix of relevant media that will But the screens airing the con- and youth marketers about all Kimberly Carcone Senior Director, Market Events reach and engage your target au- tent have multiplied. Eyeballs things media. Kimberly Catucci dience and drive them to action. have time-shifted. As a result, For more information about Senior Project Manager Strategize a flight – the piv- today, more than ever, success- Blue Plate Media’s highly tar- Kristin Morency Goldman Communications Specialist/Journalist otal weeks when your media ful toy brands grow as a result of a geted, integrated solutions across Laura Mangiaracina campaign will run. Are you fo- smartly executed mix of integrat- the media landscape, visit www. Manager, Advertising, Sponsorship and Promotions cusing on the six weeks leading ed media across consumer touch blueplatemedia.net or call David Ashlee Neuman into Easter, the 15 weeks leading points. This includes TV, but is Becker at 908-918-0202. Communications Specialist/Content Developer 16 FEBRUARY 14-17, 2015 | NEW YORK CITY TOY FAIR 2015 EXHIBITOR LIST Companies listed in BLUE are TIA Members. Companies listed in RED are CTA Members. Companies listed in PURPLE hold dual membership in both TIA and CTA. Exhibitors listed are confirmed as of December 5, 2014. For a full list, please visit www.toyfairny.com.

4D Cityscape, Inc. Almar Sales Co. Aurora World, Inc. Buffalo Games Inc. 88 Merchandise Company Always Been Creative, Inc. Automoblox Company LLC Build & Imagine American Educational Autotec Sales Inc. BZB Products, LLC A Products, LLC A Broader View American Express Open B C A Crowded Coop American Fashion World B & T Co., Ltd. C & A Scientific Co., Inc. ACD Distribution, LLC American Paper Optics, LLC B. Duck C & D Visionary, Inc. Across the Board Game American Plastic Toys Inc. Babalu, Inc. California Creations Active People/Astrojax Ameurop Mexico S.A. De C.V. Baby King/Regent Baby Products Calliope Games Active Play Toys and Games Inc. Amloid Corporation Corp. CAM Commerce Solutions/Celerant Active Products Inc. Amrapur Overseas Inc./ Bachmann Trains Canadian Toy Association Activision Publishing, Inc. Zeenie Dollz, LLC Back Alley Traders Candylab Toys Ad Magic, Inc. ANb Media Backstage Pass, Inc. Card Stories Adora by Charisma Brands Andrews + Blaine, Ltd. Ball, Bounce and Sport Inc.-Hed- Cardinal Industries, Inc. Adventure Parks Animal Adventure, Inc. strom Carrera of America Adventure Publishing Group/ Anjar Co. & Becker Associates LLC Bananagrams Carrom Company Toy Book Anki, Inc. BanBao USA Cartamundi USA Aerobie, Inc. Ann Williams Group, LLC Bandai America Incorporated Casdon PLC Aeromax Anyang Lanyu Model Co., Ltd. BarCharts, Inc. CCA & B dba The Elf on the Shelf Alba Wheels-Up Intl. Apple Park, LLC Basic Fun, a Division of The Ceaco/Gamewright ALEX Brands Areaware Bridge Direct, Inc. Celestial Buddies Alexander Doll Company Artec Educational Battat (Maison Joseph Battat, Ltd.) Center Enterprises, Inc. Alfred Music Artist Point Giftwrap BC USA Cepia LLC Alilo USA / Baby Square Artistic Studios Ltd., LLC Be Amazing Toys CG Novelties Aliquantum International Inc. ASA Products Inc./Mobo Cruiser Bead Bazaar USA Inc. Channel Craft & Dist. Inc. All Things Equal, Inc. Ashley Productions, Inc Bearington Collection Charles Zadeh Enterprises Allegra Toys Enterprises Ltd Asmodee Editions LLC Bears for Humanity Charm Company Alliance Game Distributors ASTRA BeginAgain The Chenille Kraft Co. Bendon, Inc. CHH Quality Products Inc. BERG USA, LLC Child’s Play Bernard Games The CHILLAFISH Company Nv Best Ride On Cars China Import & Export Toy Beverly Hills Teddybear Co./ Inspection Center one2believe China Toy & Juvenile Products Beyond123 LLC Association Bezier Games Inc CIS-Associates, LLC Bif Bang Pow! CISCO Sales Corp. Bigjigs Toys Ltd. Classic International Co., Ltd. BigMouth Inc Cloud B Biological & Popular Culture Inc CMA Testing & Certification Labs Bixbee Cobra RC Toys Bizainy, LLC Collecta Bladez Toyz Inc. Colorbok Bleacher Creatures LLC Comic Images Bling2o Commonwealth Toy & Novelty Co., Blip Toys LLC Inc. Bloco Toys Inc. Constructive Eating, Inc. The Bloom Report Continuum Games Blue Box Toys, Inc. Corolle Blue Orange Games Crayola, LLC Bluefin Distribution CRA-Z-ART Boogie Board eWriters Crazy Aaron’s Puttyworld BoosterPalz, Inc. Creative Education of Canada, Inc. Borgfeldt (Canada) Limited Creative Toy Company Box ‘N Balls Creative Whack Company Brackitz Creative Zone, LLC BrainStormProducts, LLC (X-Kites) Crocodile Creek Brainwright Cryptozoic Entertainment Brand 44 Cuddle Barn Brer Rabbit Toys Culturenik BrickStix LLC Curious Chef/Tailor Made Products BrickWarriors Cyberkidz International BRICTEK, Inc. The Bridge Direct, Inc. D Brightz, Ltd. D Now Inc. Brooklyn Lollipops Import Corp. Daedalus Books Bruder Toys America, Inc. Dark Horse Comics, Inc. Brush Buddies Daron Worldwide Trading, Inc. Buawana Co., Ltd. Daydream Toys www.ToyFairNY.com 17 TOY FAIR 2015 EXHIBITOR LIST DC Entertainment EzyRoller LLC GLD Products Identitoy, Inc. DEMDACO Glitter-Toos Identity Games International BV Dexter Educational Toys, Inc. F Global Toy Experts IDW Publishing DGL Group Faber-Castell USA/Creativity Glopo, Inc. Iello USA Diako ABC S.A. De C.V. for Kids Go-Kiddo Riding Toys ImagAbility Inc. Diamond Comic Distributors Factory Entertainment, Inc Gold Medal Bean Bags Imagination Overdrive Inc Diggin Active, Inc. Fairy Dust Ltd. Goldbrick Games, LLC IMEX Model Co. Digital Dream Labs Family Games America FGA Inc. GoldieBlox, Inc. Imperial Toy LLC Digital Game Technology Fan Hands, LLC Good Smile Company, Inc. In The Breeze Direct Global Deals Fantasma Toys, Inc. The Good Stuff Company, a Division INI, LLC Discover With Dr. Cool Fantasy Flight Games of The Bridge Direct, Inc. Innobaby DiscoverGames.com Fascinations, Inc. The Good Toy Group, Inc. Innovative Kids Do-A-Dot Art ( Div. of Triquest Inc.) Fashion Angels Gorgeous Products Inc. Innovention Toys, LLC. (KHET) The Doll Maker Fat Brain Toy Co. Gotz Dolls Inc. InPlay Products Dongguan Hiee Electronic Fathom Company Graphics Art, Ltd. InRoad Toys, LLC Company Fiesta Great Circle Works Inscribe, Inc. Doodlo, LLC Firefox Toys, LLC Green Kids Club, Inc. Insect Lore The Dotz Company First Celtic Toys and Green Toys Inc. Interactive Toy Concepts Ltd. Double Dutch Dolls, LLC Learning, Inc. Greenpoint Brands LLC International Arrivals Douglas Cuddle Toys First Texas Products Griddly Games, Inc. International Playthings, L.L.C. Dream Big Wholesale Doll Clothes, Flair Hair Grip Sports, LLC Intertek LLC Flash Sales Group Sales, Inc. Intex Entertainment Inc. Dream Blocks FlashingBlinkyLights, Inc. Guangdong Alpha Animation & Intromark, Inc. / Inpex Dress Rite LLC Flat River Group LLC Culture Co., Ltd. Inventist Inc. Dress Up America Toy, Inc. Flexible Flyer Sleds / Paricon, Inc. Guangdong Feilun Technology ION CARD GAME Drybranch / Sport Design Fling-A-Ring, LLC Industrial Co., Ltd. IQ Key DSL Lanka (PVT) Ltd. Flipzles - Vicki Lewis Originals, Guangdong Songyang Plastic Toys Iscream D-Toys S.R.L. LLC Co., Ltd. Duncan Toys Company Division FlyCatcher Inc Guidecraft USA Inc. J of Flambeau Inc. Flying Gadgets, Ltd. Guillow’s J. Marcus Company DuneCraft Folkmanis Inc. Gund a Division of Enesco LLC JAKKS Pacific Forum Novelties, Inc. Jam’n Products, Inc. E Fotorama USA, LLC H Japanime Games Early Lingo, Inc. Four Esses HABA USA JA-RU, Inc. Earnest Creation Co. FoxMind Games Hal Leonard Corp. Jax Ltd., Inc. EarZings Franklin Sports, Inc. Hang Wing Plastic Industry Co., Ltd. Jazwares eco eggs® Fremont Die Consumer Products, Inc. Hansa Toys JC Toys Group, Inc. Eco-kids FriendlyBands Hanz Toys Jeannie’s Enterprises, Inc. ECR4Kids Fun Express Inc. Hape Jelly Belly Candy Company EDC Publishing/Usborne/ Fun Lines Happy Unitoys Co., Ltd. Jet Creations Inc. Kane Miller Fun2Give Hong Kong, Ltd. Harrisville Designs Inc. Jiangsu Guotai International Group eDICEtoys, LLC Funko Inc. Harvest Time Partners, Inc. Guomao Co., Ltd. Education Outdoors, Inc. Funnybone Toys, LLC The Haywire Group, Inc. Jiangsu Holly Corporation Educational Insights, Inc. Funtastic Hello Kitty Sports/MMA Holding JiangSu Tailong Shi Feng Edupress Fun-Time International Inc. Group International Trade Co., LTD Edushape Ltd. Future of Play, Inc. HEXBUG John N. Hansen Co. Inc. EE Distribution High Hope Zhongding Joy City Industries Limited Eeboo Corp. G Corporation Jungle Jumparoo Eitech America Gale Force Nine High IntenCity Corp. Jungo Toys Elenco Electronics Inc. GAMA, Game Manufacturers High Roller USA Junior Learning Elf Magic Association HobbyTown USA Junstar, Inc. Elope, Inc. GameBrotherZ Hog Wild LLC JUNURI The Empire Group Games Workshop Ltd. Hohner Inc. Jupiter Creations Enchanted Moments Inc. Gamewright Hong Kong Standards & Juratoys US Corp. Endless Games Gann Memorials Custom Plush Toys Testing Centre Ltd. Just Funky EnjoyLife, Inc. Gardex Electronics Co., Ltd. Horizon Group USA Inc. Just Jump It Entertainment Earth Gayla Industries, Inc. Hornby America Just Play, LLC Envie Lifestyle Geared for Imagination Hot Focus, Inc. Enviro-Mental Toy Co. Inc. Gentle International Culture Hotaling Imports Inc K Estella Communication Corp. Houghton Mifflin Co. K & M International, Inc. Eurofins Products Testing Service GeoCentral House of Marbles (Wild Republic) EuroGraphics Inc. GEOMAGWORLD USA HQ Kites & Designs USA KanJam LLC European Expressions Geospace International HSP Nature Toys Kappa Books Everest GeoToys Huada Toy Co., Ltd. Kaskey Kids, Inc. Evergreen (C.P.) USA Inc. GEOWORLD USA LLC Huada Toys Imp. & Exp. Käthe Kruse - Europlay Everrich Industries, Inc. Get Ready, Inc. Trading Co., Ltd. KaZAM LLC EVOLLVE GIANTmicrobes/The Drew Oliver Huckleberry Toys Keepsake Cottages Excelligence Learning Corporation Company Hydro Toys, LLC Kellytoy USA, Inc. Explore Scientific - BRESSER Gifts & Decorative Accessories Kendama USA Expressalo LLC Ginsey Home Solutions I Kenson Kids Extra By Mayflower GIRLZNDOLLZ, Inc. IAmElemental KETTLER International Inc. Eye Think, Inc. Glasshouse Balloon Co. Ideation Inc. Kid Galaxy, Inc. 18 FEBRUARY 14-17, 2015 | NEW YORK CITY TOY FAIR 2015 EXHIBITOR LIST

Kid O Products Laurent Doll, Inc. Little Kids, Inc. Monelie KidAgains.com Lay-n-Go, LLC Little Pim Co. Monkey Business Sports KIDdesigns, Inc. Leading Edge Novelty, Inc. Little Striped Lion, Inc. Monkeying Around Kiddy Toys Co., Ltd Learning Express Living Puppets GmbH Monogram International, Inc. KidKraft, LP The Learning Journey International LockerLookz The Monster Factory KidRealm L.L.C. Logo Loops, LLC Montco Packaging Company Inc. Kids Preferred, Inc. Learning Resources Inc. Loog Guitars Moose Toys Pty Ltd The Kids Watch Company LLC Lee Publications of KY LLC Looper Morgan Cycle LLC Kikkerland Design, Inc. Leeshi Co. Lord Industries Group Mountain Boy Sledworks KinderFeets, LLC Legendary Games Lotty Toys (Ningbo) Co., Ltd. MoYou Nails Kingstate Corp. LEGO Systems, Inc. LoughB Innovations Mrs. Grossman’s Paper Co. Kiss Naturals/Fundamental Toys Leisure Learning Products/ Lounge N Learn Mudpuppy Klutz Mighty Mind Kids The Loyal Subjects Mukikim LLC K’NEX Brands Lenmark Toys Lulu, Jr. My Ballerina Doll KnuckleStrutz Lexibook America, Inc. Luna Star Naturals My Friend Huggles Konami Digital Entertainment License 2 Play Inc. Lund & Company Invention, L.L.C. My Funky Planet Corp. Koplow Games License! Global Magazine Lupe Toys Sapi De Cv My Imagination, LLC Kotobukiya Co. Light Stax N Kristal Educational Inc. LightSpeed Retail M National Design LLC Kristins Gifts, Inc. LightUp M. Ruskin Co. LLC National Geographic Publishing KSM Ltd. (Kobal Sales & Marketing) LightUpToys.com, LLC Maccabee on the Mantel National Products, Ltd. KT International Ltd. Li’l Orphan Nannies Macmillan National Sporting Goods, Ltd. Kwik Tek, Inc. Lilliputiens Mad Cave Bird Games Neat-Oh! International, LLC Lion Rampant Imports Madd Gear Action Sports NECA L Lionel, LLC Magformers, LLC Neko World Inc. La Siesta Inc. Lipper International Inc. The Magical Tale of Santa Dust New Tech Kites Lace Locks, LLC Lisciani Giochi S.R.L. MagicForest, Ltd. New York Puzzle Company LLC Laessig GMBH Little Adventures Maisto International, Inc. New-Ray Toys (California) Inc. Lammily The Little Architect The Manhattan Toy Company NewSound Kids/Music Design Laser Pegs Ventures LLC Little Buddy, LLC Maple Landmark Woodcraft Ningbo Dac Arts & Crafts Late for the Sky Little Heroes Technologies Inc. Maranda Enterprises, LLC Company, Ltd. Marion and Co., Inc. Ningbo Sailing Import & Marky Sparky Inc. Export Co., Limited Marlon Creations NJ Croce Co., Inc. Marshmallow Fun Company NKOK, Inc. Marvel Education/Cre8tive Minds NMR Distribution America Mary Meyer Corporation North American Bear Co. Inc. MasterPieces Puzzle Company North Star Games LLC Mattel, Inc./MEGA Brands Novelty Gift Co. Maui Toys, Inc. NowStalgic Toys, Inc. Maverix USA NumbersAlive! Maxim Enterprise, Inc. Nut Island, LLC The Maya Group NXT Generation, Inc. Mayfair Games McEron Ltd O McFarlane Toys O.K. Toys, Inc. Mechanical Displays Inc. Odyssey Toys MEGA Brands Ogo Sport LLC MegaFun USA Ohio Art Company Melissa & Doug, LLC The One World Doll Project, Inc. Mellow Militia/Tiki Toss Ophaya Electronics Corp Merchant Technologies The Orb Factory Ltd. MerchSource, LLC Orbotix Mercury Inpress Oregon Scientific, Inc. MerryMakers Inc. The Original Toy Company Mezco Toyz Out of the Box Publishing, Inc. MGA Entertainment Outset Media (ABC International Traders) OWI Inc. The Michael Kohner Corporation/ Oxford Co., Ltd. Longshore Ltd. Oyo Sportstoys Micro Kickboard Ozwest Inc. Distributor of Zing Mindscope Products Inc. Mindtwister USA P MindWare/MW Wholesale Pacific Play Tents, Inc. Minigols Pacific Solution Mkt, Inc. Miniland Educational, Corp. Paizo Publishing LLC Mister Alphabet Pajama Monsters MJK Marketing Palplay USA Model Rectifier Corp. Panini America Modular Robotics Paola Reina America Moff Inc. Papa’s Shop www.ToyFairNY.comMIMTOO_ADD.indd 1 13/11/2014 16:25 19 TOY FAIR 2015 EXHIBITOR LIST Paper Punk The Purple Cow America, Inc. SGS North America, Inc. SmartNoggin Toys Paradise Kids LLC Puzzled, Inc. Shandong Zhimei International Smencils by Scentco Paragon Child Products Co. Ltd. Trade Co. Sno-Baller Sagebrush Industries, Inc. Parragon Q Shanghai Voicetune Info Tech Sophia’s Heritage Collection Parris Manufacturing Company Qualcomm Vuforia Co., Ltd. Sound of Fun, LLC Party Animal, Inc. Quantum Mechanix, Inc. Shantou Bana Import & Export Sourcing International Patch Products, Inc. Quarto Publishing Group USA Co., Ltd. Soya Industrial Co., Ltd. Patrix Communications The Queen’s Treasures Shantou BM Hobby Industrial Speed Stacks Inc. Paul G Toys Co., Ltd. SpiceBox Product Development Paulinda Industries (1999), Ltd. R Shantou Jingzheng Testing Spin Master Ltd. PBM Express USA LLC R & R Games, Inc. Service Co., Ltd. Spooner, Inc. Peaceable Kingdom Radz Brands, LLC Shantou Wange Toys Industrial Sport Squad/JOOLA Pecoware Co., Inc. Rainbow Loom Co., Ltd. Springbok Puzzles/Allied PEEKO LLC Rastar Group Shoulder Buddies - Shoulder Fun Products, Inc. Penguin Random House Inc. Ravensburger USA, Inc. SHWINGS Spy Alley Partners Pepperell Braiding / Holgate Toys Razor USA LLC Silly Puppets Square Enix, Inc. Perisphere & Trylon, Inc. RBI Toys, Inc. Silly String Products Square Root Games Inc./Harry Wells Perry Teri Toys Llc Recent Toys USA Silver Dolphin Books & Assoc. Personally Incorrect Red Rooster Toy Co. Skill Toy Supply Squishable Peru Meridian Studios Reeves International, Inc. Skip Hop Starpath Dolls Petit Collage Reflex International Inc Skiprock Step Puzzle, JVC PETSAC Regal Doll Carriages Skullduggery, Inc. Stephen Joseph, Inc. PieceMaker Technologies Re-Marks, Inc. Sky-Blue Gifts & Toys Co., Ltd. STOR S.L. Piggy Paint Replogle Globes Inc. Skyhigh International Stuffies The Piggy Story, Inc. Reutter Porcelain Skyrocket Toys Sun Lin Toys Pillow Pets Revell/Estes Slackline Industries Sunlemon America, Inc. Pitkin Stearns Rhode Island Novelty Smack it! Card Game Sunny Toys Inc. P’kolino Robert Thompson Small World Toys Sun-Staches Plan Toys, Inc. ROBOTIS Smart Gear Super Impulse Ltd. Plasmart Inc. Rollergard Smart Play, LLC Super Me Plastic Factory COBI S.A. Romanoff Products Inc. Smart Toys and Games, Inc. Superfly Kids Plastic Technology, Inc. Roominate Smart Zone Games Supreme Party & Novelties Plasticant Mobilo USA, Inc. RoomMates - Div. York Wallcoverings SmartLab Toys Swann Communications U.S.A. Inc. Play Visions Inc. RoosterFin, Inc. Playhut Inc. Rosalina Inc. Playing Unlimited, Inc. Round 2 LLC Playmates Toys, Inc. Round World Products, Inc. Playmobil U.S.A. Inc. ROXO Playroom Entertainment Royal & Langnickel Brush Mfg. Plushland, Inc. Royal Bobbles, LLC Pocket Disc Roylco, Inc. Pockos America Inc. Rubbabu, Inc The Pokémon Company Rubie’s Costume Company, Inc. International, Inc. Rumple Buddies Poleish Sports LLC Pomegranate Communications, S Inc. Safari Ltd PomTree (division of Darice) Sailing (U.S.) International Corp. Ponytail Pals Sakar International POOF-Slinky, Inc. Sandbox Trading, Ltd./Yookidoo Popular Playthings Santoki, LLC Potex Toys Manufacturer, Ltd. Saraburi Toys Ltd., Part. Power House Toys Sassafras Enterprises, Inc. Powerful Plants Saturnian 1 Inc. PPW Toys Savvi Premier Kites (a Division of Primus) SBI Enterprises/Flybar Preschool Prep Company, LLC Sbyke USA, LLC The Presidential Game, LLC SCHLEICH North America Inc. Pressman Toy Corporation Schoenhut Piano Company Primary Colors School Zone Publishing Co., Inc. Prime Time Toys, LLC School-Rite Prince Lionheart Schylling Toys Princess International, Inc. ScienceWiz Princess Paradise SCS Direct, Inc. PSI Publisher Services, Inc. SD Toys Pucker Powder By Creative Concepts Second Play, LLC Puka Creations Seebo Interactive Pumponator, Inc Seedling USA, Inc. Punisher Skateboards Senseez Pillows The Puppet Company LLC Sentosphere USA Puppet Workshop Set Enterprises, Inc. Pure Global Brands, Inc. Seven Towns Ltd.

21 READ ALL 2015 EXHIBITOR LIST ABOUT IT AT tOY FAIR Sweets Kendamas Tynies Woodi USA, Inc. System Enterprises LLC Woody Puddy USA, Inc. oy Fair is pleased to U Wooky Entertainment Inc. acknowledge our T U.S. Consumer Product Safety Com- Woolbuddy TPublication Partners. T.S. Shure mission WordTeasers As a service to our attendees Tactic USA U.S. Games Systems Inc. World Tech Toys and exhibitors, the following TAG the Art Game Übertüb, Inc. Worx Toys Inc. trade publications will be avail- Taizhou Yuanda Travelling UCC Distributing Inc. Wowopolis LLC Articles Co., Ltd. UL WowWee USA, Inc. able at the Toy Fair registration Talicor Inc./Aristoplay Ltd. Uncle Andy Toys, Inc. Wrebbit Puzzles, Inc. areas within the Javits Center. Tangle, Inc. Uncle Goose Toys WRiTE BRAiN WORLD Pick up your FREE copies TDC Games, Inc. Uncle Milton Industries while supplies last. Teach My Inc. Underground Toys X Tech 4 Kids Underwraps Costumes Inc. Xcessory International Creative Play Retailer Technicolor Global Logistics Unitech Toys (Cartwheel Kids) Techno Source United States Postal Service Xiamen C & H Import & Export Dealerscope TEDCO, Inc. The United States Playing Card Co. Co., Ltd. Earnshaw’s Tegu UnitedHealthcare Children’s Xiao-All Japan Co., Limited Edplay Teh Sheng Electronics (Hui Zhou) Foundation XOS Global Retail Brands Co., Ltd. Universal Specialties/Glimmer XTR LLC/OKK Toys Gifts and Decorative Tentacle Kitty Body Art Accessories Tenzi from Carma Games Universal Toys, Inc. Y Thames & Kosmos LLC University Games Corp. Y & W Intl. Inc. GIFT SHOP ThinkFun Inc. UPD INC dba United Pacific Designs Y’all Ball License! Global ThinkGeek, Inc. Upper Deck YesAnime, Inc. Museums and More Thoughtfull Toys, Inc. Upside Down Games Corp. Yomega Corp. Museum Store USAOPOLY Three Cheers for Girls York-Jersey Underwriters, Inc. Party & Paper Tiggly Yottoy Productions, Inc. Retail Merchandiser Tighty Whitey Toys V The Young Scientists Club Tiltfactor Valtech Co. Young Toys Royalties T-IME Contents Vandor YOXO Scholastic Parent & Child The Tin Box Company Vante Toys YoYoFactory Selling Halloween TINY LOVE V-Cubes (Orbet, LLC) YUHUHUGS, LLC Specialty Retail Report Titan Merchandise Vermont Christmas Company Yvolution USA, Inc The Toy Book T-Link Inspiration, Ltd. Vertigo Int’l. Total Licensing TMI Toymarketing International, Inc. VIAHART Z tokidoki VICI Enterprises, Inc. Zhejiang Okai Vehicle Co., Ltd. Toys and Family TOMY VTech Electronics North America, Zing Entertainment Tonner Doll Company LLC Zither Heaven Top Trenz, Inc. Vuly Trampolines ZoomKIT (Kids Go Co.) We are also pleased to ac- Total Biz Fulfillment Div. Zoonicorn, LLC knowledge the support of Hobby House Press W Zorbitz Global Toy Experts www.glo- Toto Enterprises Inc WABA Fun, LLC ZURU Toy Collection Catalog / CSI Waboba, Inc. baltoyexperts.com as an online Toy Factory, LLC Warm Fuzzy Toys publication partner. Toy Industry Association, Inc. Water Sports, LLC got a Available publications are Toy Industry Foundation, Inc. We Love Fine subject to change. Additional Webb Candy hotel Toy Tokyo/Heroes in Action publications may be available Toy Wonders, Inc. Well-Made Toy Mfg. Corp. onsite. Toyish Weplay/Kiddie’s Paradise Inc. room Toynami, Inc. Westminster, Inc. Toyops, Inc. White Mountain Puzzles yet? Toys and Models Corporation Wholesale Gaming (Hills) Don’t miss it! TOYSHOCK LLC Whombatz LLC Toysmith Wicked Cool Toys Tree Blocks Wiggles 3D Incorporated Tree Hopper Toys Wild and Wolf TREFL S. A. Wildkin Trendex USA LLC William Mark Corp. Trends International Corp. Winfun USA, LLC Trendy LLC Winland/Teamson Tri Star International, PT Winning Moves Inc. Trimfoot Company Winning Solutions, Inc. TROBO the Storytelling Robot Winyea Toys Limited See page 30 Trophy Music Co. Wizhead - 3D Head Puzzle for a Tubby Table Toys, Inc. WMI Designs complete Tudor Games, Inc. WOD Toys, LLC list of Toy Fair Tug and the Tooth Woma Toys Manufacturer participating TUV Rheinland of North America Women In Toys (WIT) hotels or visit Toy Fair 2015 TWC of America, Inc. Wonder Forge ToyFairNY.com Twist On Games The Wonderland Toy Company, LLC Opens Saturday, Ty Inc. Wood Expressions Inc. February 14th 22 FEBRUARY 14-17, 2015 | NEW YORK CITY Explore Strategic Opportunities with Licensing Content Connection

icensed playthings are a Experts from the International Toy Fair–Licensing powerful segment in to- Licensing Industry Merchandisers’ Expo Partnership Lday’s market, accounting Association (LIMA) will lead a ses- for 30% of all toys and games sold sion on “Using Licenses Creatively To further foster the rela- in the United States each year. in an Independent Environment,” tionship between the licensing Major motion pictures, TV shows, seminar series at Toy Fair 2015, focusing on diverse licensed op- and toy industries, TIA’s Toy digital apps and video games are taking place on Saturday, February portunities — not just hit TV and Fair and Advanstar Licensing, all spawning licenses that carry 14th through Monday, February film properties — that fit retail- producers of Licensing Expo, across not only product categories 16th. ers’ assortments and margin have established a partner- but age groups and international “Popular licenses that kids are requirements. ship to educate licensors about borders as well, stirring strong con- clamoring for have the power to The “How to Strategically Use emerging toy trends, and toy sumer demand. propel a toy or game to incred- Licenses to Build Your Business” professionals about key licens- Reflecting market trends, Toy ible success,” said Marian Bossard, session, also presented by LIMA, ing opportunities. Fair continues to see a robust pres- TIA’s senior vice president of glob- will explore the key questions com- Licensing Expo, the meeting ence of key licensors looking to al market events. “Our Licensing panies need to ask in evaluating place for the global licensing connect with toy industry partners. Content Connection program at potential licensing relationships. industry, is an ideal occasion to Last year’s show welcomed 20th Toy Fair is a terrific venue for toy To view the full Licensing explore strategic partnerships Century Fox, Cartoon Network, makers to learn how to leverage Content Connection schedule, and gain industry insights. Disney Consumer Products, these licenses to create exciting visit the “Knowledge Network” The show will be held in Las Dreamworks Animation, Lucas possibilities.” section of www.ToyFairNY.com. Vegas on June 9-11, 2015, and Licensing, Marvel Entertainment, This year’s schedule highlights Registration to attend the seminars is expected to draw more than National Basketball Association, include the “Licensing 101: The is required. TIA members pay one 5,000 exhibiting brands and Nickelodeon, Sesame Workshop, Basics of Licensing Explained” low rate of $99 and non-members 15,000 retailers, manufactur- Warner Bros and many more. seminar, presented by the produc- pay only $129 – whether they at- ers, marketing and advertising To help toy professionals un- ers of Licensing Expo, Advanstar tend one or all of the sessions. professionals. derstand the fundamentals and Licensing. Back by popular de- Non-members can save $80 when For more information, visit inner-workings of the licensing mand, this session will delve registering for both Licensing www.licensingexpo.com. world, the Toy Industry Association into essential licensing issues, Content Connection and TIA’s (TIA) will host the 4th annual successful business models and il- Market Research Package. Licensing Content Connection luminating case studies. Toys Without Borders: IDENTIFYING Opportunities Overseas n today’s highly globalized marketplace, many toy companies are look- preferences, cultural gift-giving occasions, brand awareness, primary retail ing to maintain their competitive edge by expanding distribution across and distribution channels, media opportunities, and more. Iinternational borders. Recognizing the need for incisive global market For example, preliminary research shows that Australia ranks number one analysis, the Toy Industry Association (TIA) has been in spending per child, and primarily sources products steadily growing its repertoire of available research in or- from overseas suppliers, particularly in the United States der to help member companies identify strategic export and Asia. Mexico is home to an increasing number of toy opportunities overseas. factories, thanks to the country’s numerous free trade In 2014, TIA commissioned global consultancies agreements, its proximity to the U.S., and the quality and Altios International and Kidz Global to conduct market competitiveness of its workforce. And when it comes to and consumer studies in major cities across Brazil and American children’s toy preferences, games and puzzles, China. The ensuing research reports, now available to arts & crafts, and digital games rank highest. members on TIA’s website, analyze each market land- “Companies considering global expansion need to scape. Key highlights from this body of research were presented during ask themselves a critical question: is this market the right fit for my prod- educational programs at Toy Fair 2014. uct line?” said Anne McConnell, TIA’s directory of market research and data TIA will once again host Global Trade and Market Expansion sessions at strategy. “The Global Trade and Market Expansion program aims to provide Toy Fair 2015, this time focusing on potential opportunities and challenges participants with the business intelligence and consumer data needed to within the Australian, Mexican and U.S. toy markets. make informed decisions.” On Sunday, February 15th, all Toy Fair participants are invited to attend Registration is required for TIA’s three-session Market Research Package. presentations on the U.S. (8:30 to 9:30 a.m.), Mexico (11 a.m. to 12 noon) and Participation is free for TIA members, and $179 for non-members for ei- Australia (2 to 3 p.m.). ther one or all of the presentations. Toy Fair attendees save over $80 when In these seminars, experts from Altios and Kidz Global will share critical they register for both TIA’s Licensing Content Connection and TIA’s Market findings in order to help companies assess best strategies for establishing Research Package. and expanding sales activity in these areas. Areas of discussion will include To access TIA’s global market research reports, or for more information, visit market demographics and economic growth, children’s routines and play the “Knowledge Network” section at www.ToyAssociation.org. www.ToyFairNY.com 23 TIA Education at Toy Fair 2015 There’s a lot happening at Toy Fair this year – educational seminars, demonstrations, panel discussions and networking opportunities – all designed to maximize your time in New York and help you grow your business. Look at what we have planned.

INDEPENDENT THINKING CREATIVE FACTOR As an independent or specialty retailer, you will find practical and useful Sessions and demonstrations designed especially for the creative com- information in all of our educational sessions presented specifically for munity. Inventors, designers and anyone who wants to learn and be in- you. Join us for a variety of topics held throughout the show. spired at the same time are welcome to attend. Creative Factor is hosted by Brett Klisch in partnership with Toy Industry Association, Inc. TIA’S LICENSING CONTENT CONNECTION Experts will share helpful insights for your business – whether you’re SPECIAL SESSIONS HOSTED BY TIA seeking to jump into licensing or expand your presence in this tremen- Toy Industry Association is proud to host a number of events for Toy Fair dous market segment. participants. This year’s TIA-hosted sessions will include guidance for first-time exhibitors, a look at trends and, of course, the association’s An- GLOBAL TRADE AND MARKET EXPANSION nual General Meeting. Explore new frontiers for expanding your business in these insightful presentations examining the global marketplace. DIGITAL KIDS CONFERENCE The 9th annual Digital Kids Conference is the must attend-event for SAFETY, COMPLIANCE AND ENVIRONMENTAL brand owners, entertainment and media executives, marketers, produc- Compliance with safety standards and environmental concerns are not ers, digital media directors and licensing professional seeking to engage afterthoughts in the development of today’s playthings. Find out what children online and on digital devices. you need to know in these informative presentations.

Time SATURDAY 2/14 SUNDAY 2/15 MONDAY 2/16 TUESDAY 2/197

ALL DAY Digital Kids Conference Digital Kids Conference Sessions from 9:00am to 5:00pm. Register at Sessions from 9:00am to 5:00pm. Register at digitalkidscon.com; fees apply. digitalkidscon.com; fees apply.

8:00am–9:00am How to Strategically Use Licenses to TIA Annual General Meeting Build Your Business No registration required. Open and free to all. Marty Brochstein, LIMA Moderator

8:30am–9:30am Global Research: U.S. Market Philippe Guinaudeau, Kidz Global Anne McConnell, TIA

9:30am–10:30am Introduction to Sustainability Reporting Don Mays & Kristen Sullivan, Deloitte & Touche LLP

9:30am–12:00pm TIA Toy Safety Compliance Update No registration required. Free to everyone in cooperation with our sponsors ANESCO Group, TUV Rheinland of North America and UL. 11:00am–12:00pm Tank Tales: How TV’s Shark Tank Has Global Research: Mexican Market Helped Small Businesses Learn to Swim Alexis Martin, Altios International & Panel Discussion Philippe Guinaudeau, Kidz Global Kickstarter Campaigns: Crowdfunding Case Studies of Success & Disappointment Panel Discussion 11:00am–12:30pm Why Customer Service is NOT Enough Lisa Ford

12:00pm–1:00pm Trademark Basics: What Every Small Business Should Know Now, Not Later Craig Morris, U.S. Patent & Trademark Office

12:30pm–1:30pm Import Surveillance: Product Safety Targeting at the Ports 1:00pm–5:30pm Toys, Learning and Play: Technology Makes Learning Fun Brought to you by the Digital Kids Conference team and National Center for Families Learning. 1:30pm–2:30pm Licensing 101: Basics of Licensing Explained Jessica Blue, Licensing Expo

2:00pm–3:00pm 20-20 ADS: Improve Your Average Daily Global Research: Australian Market Sale Up to 20% in 20 Days Alexis Martin, Altios International Philippe Doug Fleener, Dynamic Experiences Group LLC Guinaudeau, Kidz Global Cheaper, Better, Faster, Stronger: Launch a The Nuts and Bolts of Doing the Deal New Product from Your Desktop Warren Tuttle, The United Inventors’ Presented by Formlabs 3D Association

3:30pm–4:30pm Using Licenses Creatively in an Independent Environment Marty Brochstein, LIMA Moderator

4:00pm–5:00pm Sourcing in Asia Toy Trends Briefing Charles Berzon, ProSource Global Open to all Toy Fair registrants, this TIA-hosted briefing will highlight top toy trends of 2015. Sessions, times and speakers are subject to change. Additional fees may apply. Please visit www.toyfairny.com for details. 24 FEBRUARY 14-17, 2015 | NEW YORK CITY Boost Your Business with Independent Thinking

onsidered a staple of Toy Fair’s yearly educational programming, they have within their store(s) to increase their average sale. They’ll al- the Independent Thinking series offers free seminars tailored to so learn dos and don’ts to increase their average sale. Finally, they also Cthe specialty toy retail community, providing neighborhood toy learn specific actions they can take immediately upon their return to store owners with tips and tools for growing their businesses. work after Toy Fair. I will also be sharing some proven techniques they This year, on Saturday, February 14th, retail can use with their staff. One of our clients was expert Doug Fleener will share ways of iden- able to increase his store’s average sale by 15% tifying key sales opportunities in his session in just one week using these techniques. “20-20 ADS: Improve Your Average Daily Sale Up to 20% in 20 Days.” The following day, Lisa Toy Fair Times: Why is the customer experi- Ford, creator of the best-selling video series ence so critical in today’s retail market? “How to Give Exceptional Customer Service,” will share strategies and Ford: The experience is very important today because the customer statistics for developing a devoted clientele during her presentation, has so many choices. And in many cases, it does not involve bricks and “Why Customer Service is NOT Enough.” mortar. When a customer does choose you, the experience must dif- Toy Fair Times caught up with Fleener and Ford for a peek into some ferentiate your store in order to make a sale and gain repeat business. of the business challenges — and solutions — their Toy Fair sessions will If there is no memorable experience and no value, then price becomes explore. the only difference. That is not a good thing in this highly competitive marketplace. In addition to the experience, the basics must be in place Toy Fair Times: What are some of the key sales challenges currently to convince the customer they are in the “right place.” Those basics in- facing specialty toy stores? clude the welcome, responsiveness, knowledge, and creating a lasting Fleener: While many people might think the biggest challenge is impression. sales shifting to online, it is actually stores getting less traffic as a result of customers buying more online. A lot of a specialty toy store’s sales Toy Fair Times: What can participants expect to get out of your session are impulse purchases. These sales obviously don’t happen if a customer “Why Customer Service is NOT Enough”? doesn’t come into the store in the first place. That’s why doing more ac- Ford: In my session, we will discuss how customers define quality tivities and events that give customers reasons to make destination trips service and how to deliver an experience that drives a relationship and are more important than ever. loyalty. I will give the audience questions to ask in order to improve their service. We will look at the everyday service behaviors that create a dif- Toy Fair Times: What will participants learn during your session “20- ference. This session will also provide strategies on developing the right 20 ADS”? team — hiring, training and leading. Customer service is NOT enough to Fleener: An important metric, perhaps the most important, for a spe- attract today’s fickle and demanding customer. It is about delivering the cialty toy store is the average daily sale. Increase your average sale, basics and an experience that keeps them coming back and spreading and you increase your overall sales. It’s also a metric the staff can focus great word-of-mouth about your store. on with each customer. For more information about the Independent Thinking series, click the In this program, participants will learn how to identify the opportunities Knowledge Network tab at www.ToyFairNY.com. TOTY 2015: Celebrating the Cream of the Crop in Toys and Games

he 2015 Toy of the Year awards ceremony during which submitted by companies last fall. mid-January by mass and specialty (TOTY) Awards – also each of the category winners, the Nomination committees com- retailers, journalists and bloggers, Tknown as the OSCARS of overall “Toy of the Year,” and the prised of academics, journalists, TIA members and consumers the toy industry – will take place in highly-coveted “People’s Choice” toy trend experts, play therapists, (who vote on www.ToyAwards. New York City on Friday, February award will be toy inventors/de- org). The overall “Toy of the Year” 13th as the official kick-off to Toy announced. The signers, and toy award will be selected based on Fair week. Recognizing the top celebratory eve- retailers narrowed votes received from journalists and products and properties of the ning will also the field to the fi- bloggers, retailers and TIA mem- year, the highly regarded TOTY cer- include the Toy nalists, which were bers; the “People’s Choice Award” emony annually honors the people Industry Hall of revealed at a na- will be based exclusively on con- and products that make the toy in- Fame induction tional press event sumer votes. dustry great, while also supporting ceremony [see held in November. Tickets to the TOTY Awards the philanthropic work of the Toy related article The nominees rep- can be purchased online at www. Industry Foundation. on page 27]. Live musical perfor- resent 83 unique products and TOTYAwards.org. Tickets are $375 This year’s TOTY Awards will take mances, beautiful décor and tasty properties spread across 12 cat- per guest; sponsorships are also place from 6:00 to 11:00 p.m. at the food items served throughout the egories – including Educational, available. For more information, Grand Hyatt Hotel in New York City. night will add to the evening’s fes- Infant/Toddler, E-Connected, please email TOTY@toyassociation. The playful evening will kick-off tive air. Innovative and more. org or call 646-454-5587. with a networking dinner recep- This year’s TOTY finalists were TOTY winners will be select- tion, followed by a cabaret-style selected from over 600 nominees ed based on votes cast through www.ToyFairNY.com 25 $100 Million in Toy Donations… And Growing

lthough many people might take toys In partnership with Boys & Girls Clubs of to bring the therapeutic and healing power of and play for granted, the Toy Industry America Military Services, TIF also delivered play to children who are undergoing medical AFoundation (TIF) and its generous toy toys to 50 military bases at home and abroad. treatments or recovering from injuries. donors and partners recognize that not every Special “Day of Play” events were held at six “Toys have a tremendous impact on children. child is lucky enough to have a toy to call his or bases, providing food, fun activities and live en- Play helps to relieve stress, strengthen familial her own. tertainment for the families. TIF’s military toy bonds, and comfort children in times of dis- Delivering the joy and benefits of play to chil- distribution efforts help show our troops and tress,” said Jean Butler, TIF Executive Director. dren in need has been TIF’s core mission since their families that they are appre- “Last year, TIF was able to reach the inception of its Toy Bank program in 2003. ciated for the many sacrifices they 2 million more children than Over the years, the Foundation and its distri- make in service of our nation. we did in 2013. Our goal for this bution partner, K.I.D.S./Fashion Delivers, have Last spring, TIF and national year is to continue to grow our delivered more than $100 million worth of toys partner CASA for Children held impact and reach by working and games to children living in poverty, battling their largest toy industry volunteer together with the toy industry to illnesses, dealing with the after effects of natural event to date, with over 170 play professionals help children and families who are struggling.” disasters, living on U.S. military bases, and go- gathering in Southern California to wrap spe- TIF representatives and a team of Toy Bank ing through countless other difficult situations. cial gift packages with donated toys and write volunteers will be on-site at Toy Fair to collect TIF had another exciting year of bringing personal notes of encouragement for 6,000 donated products from exhibitors’ booths at the magical moments and smiles to children in foster children waiting to be placed in loving, close of the show. Every company will receive a need of comfort and support. Thanks to the permanent homes. The 2015 “Play Your Part” Toy Bank product donation form at their booth enduring dedication of the North American toy volunteer event will take place on May 15th, and with donation instructions. industry, in 2014 alone more than five million all toy industry volunteers are invited to attend For more information about the work disadvantaged children in the U.S. and around or sponsor this important occasion. of the Foundation and ways to donate, vis- the world received brand-new playthings – from Looking ahead, TIF will continue its na- it www.ToyIndustryFoundation.org. Follow TIF cuddly stuffed animals and active toys to family tional partnerships with BGCA and CASA for on Facebook (Facebook.com/ToyIndustryFound board games and puzzles – including kids liv- children, and expand its efforts to comfort sick ation) and Twitter (@ToyIndustryFndn) for up- ing as far away as Albania, Armenia, Romania, children in hospitals. Stay tuned for important to-the-minute Foundation news. Zambia and Zimbabwe. announcements from TIF about new initiatives

27 the 2015 Inductees into the Esteemed Toy Industry Hall of Fame n Friday, February 13th – during the As toy division president at Tonka, in 1986 Feely annual Toy of the Year (TOTY) Awards and his team quadrupled Tonka’s size to #6 in the Oceremony – the Toy Industry Association industry by diversifying the company through the (TIA) will induct two icons into the prestigious launch of Gobots, Pound Puppies and Sega’s Video Toy Industry Hall of Fame: Pat Feely, Chairman Game System. While at Tonka, Feely led the rebirth growing business, including manufacturing, sales of the Toy Industry Foundation and Retired CEO of a dying iconic truck line, driving market share and deliveries. Always ahead of the game, he was of Radica Games Ltd., and the late Leslie Berger, from 18% back to a dominant position of over licensing before it was fashionable, securing the Founder of Cardinal Industries, Inc. 40% through creative marketing, retail promotion license to General Hospital from ABC in the early Nominated by industry peers and selected by and product innovation. Feely’s service to the in- 80s. At that time he also recognized Asia’s growing TIA members and former Hall of Fame inductees, dustry has also included two years as chairman importance and became involved with Chinese Mr. Feely and Mr. Berger were selected in rec- of TIA and six years as an advisor to the TIA Board factories, while always maintaining a U.S. manu- ognition of their significant contributions to the of Directors. During this time, he helped form the facturing plant. Berger became actively involved industry and the impact they have had on the lives Toy of the Year Awards program, diversified the TIA in Toy Manufacturers of America (TMA) (now the of children through a lifelong commitment to toys Board to include a wider spectrum of smaller com- Toy Industry Association), serving on the TMA and play. panies and achieved several other key milestones. board for many years. Today, Cardinal Industries is one of the oldest privately owned toy business- Pat Feely Leslie Berger es in the U.S. Under the direction of Berger’s son, Pat Feely is a 37-year toy The late Leslie Berger im- daughter and grandson, Cardinal globally distrib- industry veteran who engi- migrated to the U.S. from utes a wide array of classic and licensed board neered the turnaround and Hungary at the outset of games and puzzles. expansion of two leading toy World War II to achieve the Mr. Feely and Mr. Berger will join an impressive companies – Radica Games “American Dream.” Though roster of 67 individuals who have been previously and Tonka. He also led the he arrived at age 19 with just $7 honored for their significant contributions to the

Pat Feely creation and growth of the Toy in his pocket, Berger founded growth and success of the toy industry since the Leslie Berger Industry Foundation, serv- Cardinal Industries within Hall of Fame was established in 1984. ing as chairman for eight years. During Feely’s five years of his arrival. Headquartered in a small The 2015 TOTY Awards will take place on Friday, nine-year tenure as President and CEO of Radica Brooklyn loft, the company’s first games (cre- February 13, 2015 from 6:00 p.m. to 11:00 p.m. at The Games, the company tripled in size to become #2 ated with a single drill press) included mah-jongg Grand Hyatt Hotel in New York City. Tickets may be Toy Fair 15 Blue Plate Media AD_Layout 1 11/25/14 3:39 PM Page 1 in the electronic games category and a leader in sets, dominoes, poker chip racks and hula-hoops. purchased online at www.TOTYAwards.org. toy technology, before being sold to Mattel in 2006. Berger had a hands-on role in all aspects of the

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908-918-0202 www.blueplatemedia.com 28 FEBRUARY 14-17, 2015 | NEW YORK CITY Gain Actionable Insights at PlayCon 2015 etwork with industry peers. Gain key business intelligence. Stay at the In addition to the many opportu- forefront of industry innovation. These are some of the many reasons nities for professionals from across Nthat play professionals from around the world annually gather for the industry to network in a relaxed, PlayCon, the Toy Industry Association’s (TIA) annual International Conference intimate setting, PlayCon provides par- of Play Professionals. ticipants with cutting-edge research Taking place this year in Scottsdale, Arizona on April 29-May 1, 2015, and business intelligence needed to PlayCon will once again feature a robust roster of industry attendees, in- stay actively engaged in today’s rapidly cluding representatives of major retailers, global consultancies, stakeholder evolving play space. groups, and toy companies of all sizes. “I guarantee you will leave learning The Hyatt Regency Scottsdale Resort and Spa something new and exciting. [It’s im- at Gainey Ranch will provide the backdrop for portant to] stay on top of the changes the three-day event. Delivering the keynote ad- going on, and PlayCon is a good way to dress this year will be Gary Grant, founder of The do that,” said Cathy Shull, president of Entertainer, the largest independent toy retailer in SilverLit Toys. the United Kingdom. Established in 1981, today The “If you have younger members of Entertainer operates 104 stores across the UK. Grant your team, bring them to the confer- was recently named a recipient of the British Toy and Hobby Association’s ence,” Shull added. “It wakes them up and encourages them to be a part of Lifetime Achievement Award, issued in exceptional circumstances to individ- one great big team working together to make the toy business a better place uals who have made a truly outstanding and significant contribution to the together.” toy industry. Serving on the PlayCon 2015 Committee is Bob Wann, Committee Chair, “Gary Grant is known throughout our global industry as an astute entrepre- CEO of Patch Products; jane Ritson-Parsons, Vice Chair, Hasbro, Inc., Joel neur,” said Marian Bossard, senior vice president of global market events at Berger, Cardinal Industries, Inc.; Kathleen Campisano, Barnes & Noble; Mary TIA. “We are very pleased to have Gary join us at PlayCon this year and share Couzin, Chicago Toy & Game Group; Richard Gill, former co-owner and de- his invaluable insights into the reality of today’s global toy market.” veloper of the Pictionary brand; Sharon Hartley, Toys R Us; Jeffrey Kennis, Rounding out the event’s agenda are several general assembly presentations Enchanted Moments; Shirley Price, Funrise Toy Corporation; and Manuel from industry experts, as well as networking lunches and evening receptions, Torres, Nickelodeon Consumer Products. offering attendees ample time for both educational and social activities. Blue Plate Media Services, Freeman and Global Experience Specialists “[PlayCon attracts a] really great group of welcoming individuals happy (GES) are generous sponsors of the 2015 event. to share ideas and opportunities,” Euromonitor’s Kate Dall Ninke said of her Visit ToyAssociation.org/PlayCon for additional information about the PlayCon 2014 experience. event.

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