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Hundreds of thousands of toys and games … more than 1,000 exhib-

iting toy companies … Nearly 30,000 global buyers and trade guests … All packed into four, fun-filled days of trend-spotting, order-writing, and networking at the largest toy marketplace in the Western Hemisphere: TIA’s North American International Toy Fair!

Attendees from 100 countries are making Toy Fair their desti-nation this February, where they CONTINUED ON PAGE 4

What’s happening at toy fair

2015 Toy Fair

will show and scout innovative new product, attend special events and seminars, and soak up all that Toy Fair – and its host city, New York – has to offer. Whether you are a buyer, manufacturer, licensor, in-ventor, or other trade guest, Toy Fair has something for you. The follow-ing is a brief outline of the show’s schedule, but be sure to check www.ToyFairNY.com regularly for the most up-to-date information about the many events and activities

Toy Fair in New York City has earned a worldwide reputation for being the

place to spot all of the creativ-ity, innovation and imagination originating in the North American toy industry. In fact, many of the hundreds of thousands of magi-cal playthings shown at Toy Fair – from toys that inspire kids to ex-plore 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 families. Toy Fair exhibitors, who represent a sizeable snapshot of the $22 billion U.S. toy market, use the show to launch a wide array of toys, games and youth en-tertainment products designed to promote the healthy development of children of all ages. In addi-tion to retailers, reporters from

top-tier media outlets comb the show’s 419,000+ net square feet of exhibit space in search of the next hit toy or game.

On top of the robust sales and networking activity at Toy Fair, all of the week’s energy and excite-ment is amplified by a packed

schedule of special happenings and educational programs de-tailed in the pages of this issue of Toy Fair Times. Before diving headfirst into Toy Fair, we’ve out-lined some tips to ensure that your time at the show is produc-tive – and fun:

Expand your knowledge. Be sure to carve out some time to attend Toy Fair’s world-class edu-cational sessions. Many of these presentations are free and will enrich your Toy Fair experience, whether you are interested in

CONTINUED ON PAGE 4

Caption will go here saying something like opening day of the 2014 toy fair created a large croud of venders and buyers.

4 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

retail strategies, toy design, digital toy trends, licensing, toy safety laws and regulations, global marketplace develop-ments, export opportunities, and more.

Leave time for exploration. By taking the time to simply walk the vast show floor in between scheduled appointments, you might just happen upon the next big thing. If your time is limited, consider checking out TIA’s toy trends briefing on Sunday, February 16th. It’s open to all Toy Fair attendees and is a great way to get an overview of the biggest trends of the year, see product examples, and speak to TIA trend experts.

Get (and stay) connected. Order-writing and relationship-build-ing can now easily take place beyond the four-day show, thanks to ShopToyFair365.com. This free e-commerce tool allows registered buy-ers to browse exhibitors’ latest product offerings and place purchase orders online – every single day of the year.

There’s no city like New York City. Toy Fair takes place in one of the world’s greatest cities – New York – where the options for dining, shop-ping, theatre and cultural activities are nearly endless. While you’re in town, tap into the city’s creative pulse. You might leave feeling inspired.

Whether you are a first-time visitor or you have been coming to Toy Fair for many years, we thank you for making the largest toy show in the Western Hemisphere your destination this February, and we wish you a productive, prosperous and playful show!

CONTINUED FROM COVER

CONTINUED FROM COVERWelcome to Toy Fair 2015

John Gessert,Chairman,Toy Industry Association and President & CEO,American Plastic Toys, Inc.

Carter KeithleyPresident & CEO, Toy IndustryAssociation

taking place throughout Toy Fair week.

Friday, February 13thThe night before Toy Fair opens

its doors, hundreds of toy ex-ecutives and industry guests will attend the 2015 Toy of the Year Awards (TOTY) to honor the year’s finest toys, games and youth en-tertainment products. The awards presentation will include a cer-emony for the latest inductees into the esteemed Toy Industry Hall of Fame. More information about this opulent evening is available in this issue of Toy Fair Times. Visit www.TOTYAwards.org to purchase tickets.

Saturday, February 14thToy Fair kicks off at 9 a.m. sharp

with a ribbon-cutting ceremony in the Crystal Palace, featuring a parade of costumed characters and special guests. TIA’s Licensing Content Connection, an educa-tional program specifically for those with a stake in the world of licensing, will begin on Saturday

with two afternoon seminars ex-ploring the basics of licensing and unique licensing opportuni-ties. Independent Thinking’s free, expert-led sessions targeted to specialty toy store owners will also commence on Saturday, with a presentation on how to grow your average daily sale up to 20% in 20 days, and Creative Factor, the free learning series for inventors and startups, will share tips on bringing new ideas to market.

Sunday, February 15thOn day two of the show, com-

panies looking to grow their businesses overseas will benefit from TIA’s exclusive Global Trade and Market Expansion program-ming. This three-session program will take place throughout the day on Sunday, with research pre-sentations on the U.S., Mexico and Australia based on findings from TIA-commissioned stud-ies examining the toy and youth entertainment markets in those regions. On Sunday afternoon, TIA will also host its annual Toy Trends

What’s happening at toy fair

The Elf on the Shelf ® and Elf Pets

® Booth 1061® and © 2014 CCA and B, LLC. All Rights Reserved.

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2015 Toy Trend Forecast

Toy Fair is more than a fun-filled playground filled with thousands and thousands of amaz-ing new toys, games and youth entertainment

products – it’s also a good predictor of what will be trending in the world of toys and play in the year to come. Having witnessed the launch of countless timeless treasures – from Barbie to Tickle Me Elmo – Toy Fair is considered a must-attend marketplace for global buyers and other industry insiders hoping to scoop up the next big toy or game sensation.

The trends team at the Toy Industry Association (TIA) works year-round to identify and track product developments and emerg-ing trends both within the industry and in parallel industries that in-fluence the youth and toy market. Adrienne Appell, TIA’s leading trend expert, gives Toy Fair Times readers a sneak peek at the hottest toy trend predictions for 2015 and an invita-

tion to the annual ‘Toy Trends Briefing’ seminar that will take place on Sunday afternoon, February 15th at the Javits Center.

Toy Fair Times: Adrienne, what trends can we ex-pect to see at this year’s show?

Adrienne Appell: For manufacturers, the opening day of Toy Fair is the culmination of months (and sometimes even years) worth of product develop-ment, testing and creation. They have worked hard to design and nurture their product lines to be the very best, so course there’s an incredible excitement as buyers walk the aisles to take a look at these brand-new playthings. What will they see this year? Well, some of last year’s trends are making a reappearance with a twist … and many exciting new trends are ex-pected to make their debut in 2015 as well.

Without giving too much away, I can say that kids will be gravitating toward toys that make a “splash” – and I mean that literally! Aquatic-themed toys will be popping up in just about every category, from dolls and collectibles to outdoor and action figures. Additional trends will capitalize on child-driven and “smart” play.

Toy Fair Times: What are some of the trends that have a new twist?

Adrienne Appell: The “DIY” craze isn’t going any-where, and innovative toymakers are finding very inventive ways to unleash the creative talents of 21st century children. Last year was all about BIG items that have a lot of presence; as a counter-balance to that trend, we are seeing a resurgence of minis that are high-quality and feature interesting design elements. 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

to explore their passions and create – truly combining the building trend with the arts and crafts trend – and really advancing the “maker movement.” Analysts and retailers have been saying that “personalization” remains hot among kids. 3D printing, though not yet widely used, is expected to have a tremendous impact on the toy industry in the not-so-distant future, and we predict this will further enhance custom-made play.

Another trend to watch out for is the rise of toys that foster unstructured, open-ended play. We love how these types of toys give today’s overscheduled kids the tools to unlock their creativity and use their imagination.

Toy Fair Times: Speaking of tech, people are always excited to see new tech innovations in the toy in-dustry. What types of tech toys are on the rise?

Adrienne Appell: In the tech area, we are seeing a growing number of “wearable” tech toys and open-ended digital toys and games that encourage kids to explore their creativity as they play. The tech area also showcases a lot of “smart play” toys – influenced heavily by the STEAM (Science, Tech, Engineering, Arts and Math) trend we saw in 2014.

Toy Fair Times: How is pop culture influencing toys in 2015?

Adrienne Appell: This year, we are predicting an overarching trend based upon the influence of a major blockbuster movie (Jurassic World, anyone?). Of course, other movie releases like Peanuts, The Avengers, and The Justice League are inspiring the creation of an exciting array of licensed playthings for kids. A favorite license from 2013 and 2014 is also holding strong – Frozen merchandise continues to be extremely popular, and Toy Fair attendees can expect to see a wide range of new and exciting Ana, Elsa and Olaf themed toys and games throughout the aisles!

Toy Fair Times: Thanks so much Adrienne. Any last words?

Adrienne Appell: Our annual ‘Toy Trends Briefing’ will take place on Sunday afternoon, February 15th at the Javits Center, and is open to all show attend-ees. You’ll hear our projections about the year’s top trends and see examples of products that illustrate these trends across multiple product categories. Details about the presentation are available at www.ToyFairNY.com and through Toy Fair Mobile.

We look forward to seeing everyone at the Toy Trends Tea, but for a steady stream of trend-spotting through-out the year, be sure to visit www.toyassociation.org/trends and www.ToyInfo.org.

Briefing, free for all show attend-ees, to unveil the Association’s top toy trend predictions for 2015.

Toy industry stakeholders inter-ested in knowing how to captivate, engage and educate children us-ing the latest digital devices, apps and games will learn all of that and more at the 9th annual Digital Kids Conference, taking place alongside Toy Fair at the Javits Center from February 15-17.

Monday, February 16thOn Monday, early birds can start

the day at TIA’s Annual Business Meeting, which is open to all and will cover Association news and updates, as well as the election of new Board members. Following the meeting, TIA’s free and highly informative Toy Safety Compliance Update, sponsored by ANSECO Group, TUV Rheinland of North America, and UL, will shed light on important changes in state, federal and international toy safe-ty requirements and introduce emerging issues under consid-eration by legislators around the globe.

Spot New Products Year-RoundDon’t forget to take advantage

of ShopToyFair365, a free e-com-merce tool that lets registered buyers and Toy Fair exhibitors stay connected and conduct business year-round. You can learn more about ShopToyFair365 in this is-sue of Toy Fair Times or by visiting www.ShopToyFair365.com.

It might be a big and busy show, but the Toy Industry Association is not too big or too busy to help you. Please visit TIA’s booth at Toy Fair if you have any questions or require assistance. Wishing you a busy, productive and enriching Toy Fair 2015!

Visit www.ToyFairNY.com for complete details about Toy Fair, including exhibitor listings, edu-cational sessions, events, hotel reservations, and more.

Adrienne AppellToy Trend Expert,Toy Industry Association

6 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

Because there is simply not enough time to see absolutely everything on

display at Toy Fair, the Toy Industry Association has created www.ShopToyFair365.com (STF365), an e-commerce tool to complement the face-to-face interactions and business transactions at the show.

Helping to maximize resources and extend Toy Fair’s connectivity throughout the year, STF365 is a website (with an accompanying mobile app) that lets registered Toy Fair buyers connect with ex-hibitors, browse their product selections and pricing, and place purchase orders. This can be done in advance of the show, during meetings on the show floor, or long after Toy Fair’s doors close until next year.

Buying and selling using STF365 is completely free; however, in or-der to access the site a company must be registered as an exhibitor or qualified buyer to attend one of

TIA’s marketplace events (Toy Fair or Fall Toy Preview).

“STF365 is like a combina-tion of LinkedIn, Facebook and your favorite e-commerce site, all rolled into one,” said Marian Bossard, TIA senior vice presi-dent of global market events. “The

unique platform allows global buyers and suppliers to stay con-nected very easily throughout the year – limiting the amount of time and money spent on busi-ness travel. It’s also a great tool for buyers looking to place small orders from a wide range of ven-dors, and is equally beneficial to exhibitors, who can create virtual

‘showrooms’ to publicize their lat-est lines.”

TIA engaged Balluun, a glob-al B2B technology company, to build STF365, which launched in conjunction with Toy Fair 2014. To date, nearly 500 manufacturers have uploaded their company pro-

files to the website, including product images, pricing, descriptions and availability. Nearly 2,000 buyers – from small toy stores to mass retail outlets – have registered,

with new retailer contacts sign-ing up every day. As of publication time, ShopToyFair365 hosts near-ly 6,500 products for buyers to browse…and purchase 24/7/365.

“STF365 is a true reflection of contemporary commerce behavior and a definite game-changer for the toy industry!” added Bossard.

STF365 is the latest addition to an array of digital tools avail-able to Toy Fair attendees – from Toy Fair Mobile to the Online Press Room. Additional informa-tion can be found under the “Show Info” tab at www.ToyFairNY.com or at www.ShopToyFair365.com. Technical questions related to the platform can be directed to stf365support@toyassociation.org.

Taking Toy Fair Digital withShopToyFair365.com

TouchscreenInteractive

IdentiToy App

Crystal Clear Toy Brick Baseplate

Build With Your Favorite Toy Bricks

Sounds!

IdentiToy®

A new way to play!

Booth 4113 — Developers Welcome

Toy Bricks Meet Mobile Apps!Toy Bricks Meet Mobile Apps!

Interactive Brick Demos!

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Toy Fair’s Creative Factor program pro-vides inventors and designers with a forum to exchange ideas and learn about

bringing new concepts and products to market. The free drop-in sessions, which take place on-site at the Javits Center, explore a range of topics

that include project funding, negotiat-ing agreements, the latest innovations in technology, protect-ing inventions, and

more. “Creative Factor has seasoned professionals

on-hand to help entrepreneurs discover new tools and techniques for developing great prod-uct,” said Brett Klisch, host of Creative Factor and owner of Peru Meridian Studios, a design and manufacturing firm that works with inde-pendent designers and startups as well as some of the biggest companies in the toy industry. “This year’s program will focus in particular on how the latest resources and technologies – from 3D printing to Kickstarter – have made invention and entrepreneurship much different today than they were five years ago.”Crowdfunding

Creative Factor will include a panel of

business owners who successfully used crowd-funding to launch their product lines. “They will discuss their experiences, both good and bad, and share how they used Kickstarter to bring their projects to life,” explained Klisch.

Success stories will also be shared about toy companies featured on Shark Tank, a real-ity TV show about aspiring entrepreneurs who pitch their business ideas to potential investors. “Not only is Shark Tank one of the highest rated shows on television – it has also helped many new companies grow and expand,” said Klisch. “We will have a few interesting stories to tell and maybe even a special guest or two.” 3D Printing

As 3D printing continues to be one of the most talked about innovations in recent history, Creative Factor has invited Form Labs 3D to de-liver a presentation on their low-cost, high-res 3D printers. Peter Kelley of KelleyStudio.com, a digital sculpting studio that builds models for the toy industry, will demonstrate how 3D modeling software can be used to design new characters and new products in a cost effective way – and with a very fast turnaround time.Intellectual Property & Overseas Manufacturing

Additional Creative Factor sessions will focus

on intellectual property rights and U.S. patent laws and trends, presented by the U.S. Patent and Trademark Office and the United Inventors Association. A session on how to safely navigate the rocky waters of international manufacturing will be presented by ProSource Global (www.ps-global.com), a commercial goods contract manufacturer with access to qualified manu-facturers in China, Taiwan, Indonesia, Thailand, Philippines, and Vietnam. About Brett Klisch

Klisch began his career as an action figure sculptor for numerous toy companies before launching Peru Meridian Studios in 1998 to help develop and prototype product for the toy industry. Today, Peru Meridian Studios has evolved into a fully integrated design and manufacturing firm with the capabilities and resources to bring product from concept all the way through the manufacturing process. Creative Factor has been part of Toy Fair’s edu-cational programming since 2003.

For additional details about Creative Factor’s various presentations and seminars held throughout Toy Fair, visit the “Knowledge Network” section of www.ToyFairNY.com.

Free Toy Fair Learning SessionsSupport Inventors and Entrepreneurs

800.335.5621www.FatBrainToyCo.com Lower Level...

8 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

A Message from the Canadian Toy Association, an Affiliate of TIA

The Canadian Toy Association (CTA) invites Canadian companies to

celebrate the value of play and the importance of toys with the industry’s best at Toy Fair 2015! Canadian exhibitors will be iden-tifiable by the CTA logo on their booths and highlighted in red in the official show guide.

Take note of the following in-formation for Canadians at Toy Fair:• Join CTA for the “Great

Canadian Play Date” taking place on Sunday, February 15, 2015 from 6:00 to 8:00 p.m. in the Members Lounge at the Javits Center (Hall E). Remember to bring your Canadian passport

– it’s your ticket to the exclusive reception. Bring your business cards to enter a draw for one of ten $100 CAD gift cards from Tim Hortons, Petro Canada and other Canadian companies!

• Visit CTA at booth #1601 throughout the show to find the people you want to connect with. Ask CTA staff for a free copy of its special guide for re-tailers looking for products that are available for sale in Canada.

• While you’re at CTA’s booth, take a selfie with the Canadian Beanie and tweet CTA @cdntoy with the hashtag #CTAbeanie15 for a chance to win a mystery prize! More information about CTA is

available at www.cdntoyassn.com.

Décorons la ville en rouge… et blanc !Un message de l’Association Canadienne du Jouet, affiliée de la TIA

L’Association Canadienne du Jouet (ACJ) invite toutes les

compagnies canadiennes à ve-nir célébrer les valeurs du jeu et l’importance des jouets avec les as de l’industrie à la Foire du Jouet 2015. Les exposants canadiens se-ront identifiés par le logo de l’ACJ sur leurs kiosques et dans le guide officiel de la foire.

Veuillez prendre note des ren-seignements suivants pour les Canadiens à la Foire du Jouet : • Joignez-vous à l’ACJ pour le

« Grand Rendez-Vous Canadien du Jeu » qui aura lieu diman-che le 15 février 2015 de 18h à 20h au Salon des Membres du Javits Center (Hall E). N’oubliez pas d’apporter votre passep-ort canadien - c’est votre billet d’entrée à notre réception ex-clusive. Apportez vos cartes d’affaire pour participer au tirage et avoir la chance de gag-ner une des dix cartes cadeaux d’une valeur de 100 $ CAD de Tim Hortons, Petro Canada, et d’autres compagnies cana-diennes !

• Visitez le kiosque no.1601 de

l’ACJ pendant la foire pour ren-contrer ceux et celles avec qui vous voulez faire connaissance. Demandez à un agent de l’ACJ un exemplaire gratuit du guide spécial pour détaillants qui recherchent des produits dis-ponibles en vente au Canada.

• Lors de votre visite au kiosque de l’ACJ, prenez un « selfie » avec la tuque du Canada et suivez l’ACJ sur Tweeter @cdntoy avec le mot-clé #CTAbeanie15 pour la chance de gagner un prix mystère !Pour de plus amples informa-

tions concernant l’ACJ, visitez www.cdntoyassn.com.

Let’s Paint the Town Red… and White!

Join us forthe TIA Annual

General MeetingMon., Feb. 16th 8:00am - 9:00am

Free & Open to All

New Date Pattern Saturday- Tuesday

February 15-17, 2015 New YorkDigitalKidsCon.com

Co-Located with

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Ge n i u s o f P l a y Campaign Spotlights Vital Role of Toys

& Play in a Child’s Healthy Development

The Toy Industry Association ( T I A ) l a u n c h e d a n i n d u s -t r y- w i d e c a m p a i g n c a l l e d “The Genius of Play” (www.T h e G e n i u s O f P l a y. o r g ) i n November to raise awareness about the many benefits of play and to encourage parents to make more time for playful ac-tivities in their children’s lives.

Highlighting the many cogni-tive, physical, and social benefits of play, TheGeniusOfPlay.org features play-related facts and videos that TIA members and industry stakeholders can proudly incorporate into their own communications plat-forms. Parents, caregivers, teachers and play profession-als are also able to share The Genius of Play facts and data with their own networks and social media followers.

“Play isn’t a luxury. It’s a criti-cal component of a healthy and well-rounded childhood,” said Ken Seiter, TIA vice president of strategic communications. “Toys – which are the tools of play – promote the develop-ment of lifelong skills and help strengthen family bonds. We invite all members of the toy industry to get involved by opening up a dialogue with their shoppers and social media followers about the critical role of toys in the healthy develop-ment of children.”

The campaign was devel-oped with the input of TIA members, industry profession-als, play-focused organizations and academics. TIA also polled Millennial and Generation X parents about their lifestyles, views on play, spending hab-its, and purchasing decisions. The survey found that 95% of parents agree that time spent playing together as a fam-ily enhances the child-parent

relationship. Parents also indi-cated that they wish to provide their children with play oppor-tunities that enable them to explore through imagination and curiosity.

“I am pleased to announce that The Genius of Play has already garnered significant at-tention from toy and play lovers of all ages, and is raising aware-ness about our industry’s critical work to create safe, innovative, and educational playthings that benefit children around the globe,” said Carter Keithley, TIA President & CEO. “We look for-ward to growing this campaign in 2015 and beyond, as we gath-er new play-related data from third party experts and strive to further engage with consumers and kids.”

Visit www.TheGeniusOfPlay.org to learn more. In-depth in-formation about the value of play is also available at ToyInfo.org, TIA’s consumer website.

Genius of Play

1. Pediatricians recommend children spend at least 60 minutes a day en-gaged in open-ended play

2. Children who have access to a va-riety of toys reach higher levels of intellectual achievement

3. Toddlers who play with building bricks have significantly higher lan-guage scores

4. Play enhances the progress of de-velopment from 33% to 67% by improving language and reducing social and emotional problemsCheck out more facts at www.

TheGeniusOfPlay.org

some “genius” facts

Choice Hotels Book Now, Pay Later Exceptional Service Networking Opportunities

10 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

February 15-17, 2015 New YorkDigitalKidsCon.com

Play professionals will learn how to captivate, engage and edu-cate children using the latest digital devices, apps and games during the 9th annual Digital Kids Conference, held at the

Javits Center from Sunday to Tuesday, February 15-17, 2015.Taking place alongside Toy

Fair for the fifth consecutive year, the event features an im-pressive roster of presenters and panel speakers who will examine new strategies, tools and techniques for creating successful digital toys and en-tertainment media for kids.

“Today’s play space stretch-es across physical and virtual worlds, and continues to expand and evolve,” said Carter Keithley, president and CEO of the Toy Industry Association (TIA). “The Digital Kids Conference provides toymakers and digital media professionals with an important opportunity to dis-cuss the impact of emerging technologies on shifting play patterns and future toy trends of vital interest to our industry.”

The event kicks off on Sunday with the Toys, Learning and Play Summit. Presented by the National Center for Family learning, the Summit will explore the rapidly changing innovations occurring in

learning technology, with a focus on consumer- and curriculum-based learning products and services that enrich the lives and education of children. Experts from Ubisoft, SHAPE America, The Houston Children’s Museum, Hopscotch, Tinny Bop, Roominate and more will discuss ways

of adding elements of play to technology, and effectively in-corporating technology into educational playthings.

The Conference agenda for Monday and Tuesday fea-tures presentations on market research and marketing and distribution ideas for digi-tal information in order to

help toy companies continue to engage today’s “digital native” kids through both physical and digital play products. Keynote speakers in-clude Andrew Sugerman, Executive Vice President, Disney Publishing Worldwide; Boris Sofman, Co-Founder and CEO, ANKI; and Joby Otero, Chief Creative Officer at ANKI.

All Toy Fair visitors are invited to attend the Digital Kids Conference; TIA members will receive reduced rates to attend the sessions. Digital Kids participants will enjoy access to the Toy Fair show floor. For more information, visit www.DigitalKidsCon.com.

Digital Kids Conference:Tips for Successfully EngagingToday’s ‘Digital Native’ Kids

BookExpo America (BEA) Welcomes Toy Store Owners & Buyers

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

#1 BOOK & AUTHOR EVENT IN THE U.S.

Sponsored byProduced & Managed by

Wednesday May 27 - Friday, May 29, 2015 | Javits Center, New York City | bookexpoamerica.com

Interested in Exhibiting at BEA? Contact Doug Scully at dscully@reedexpo.com.

Qualified buyers and store managers will be offered a free badge to BookExpo America (BEA). For more information, please contact Lisa Montanaro at lmontanaro@reedexpo.com or 203-840-5902.

11

TIA: Celebrating 100Years of Service

In 2015, the Toy Industry Association (TIA) enters its 100th year of service. Originally established in 1916 as the Toy Manufacturers Association, TIA has expanded and evolved over the course of a cen-

tury to continue to support the interests of a rapidly changing industry. Today, TIA represents all North American companies involved in creating and delivering kids’ beloved playthings, and its members account for about 90% of the U.S. toy market.

“It is a great privilege to be a part of the Association as it reaches this mo-mentous milestone,” said TIA president and CEO, Carter Keithley. “The longev-ity of TIA speaks to the hard work and wisdom of all those who have helped to shape this organization into a valuable resource for our industry.”

In honor of its anniversary and all the people who have helped make the toy industry great, TIA has planned a series of forthcoming festivities.

Centenary celebrations will kick off in the fall of 2015 with a ribbon-cutting and evening of entertainment surrounding the brand-new Toy Industry Hall of Fame gallery at The Strong museum in Rochester, New York. Thanks to a new partnership between the museum and TIA, The Strong’s existing Toy Hall of Fame gallery will undergo a $4 million reno-vation and emerge as a high-tech gallery that recognizes both the people

and the toys that bring the joy of play to kids of all ages. Revelry will continue at Toy Fair 2016 with a spectacular birthday

bash, bringing together all members of the toy industry in recognition of both its esteemed history and its bright future. The annual Toy of the Year (TOTY) Awards and Toy Industry Hall of Fame induction ceremony will

be infused with special features in hom-age to the industry’s iconic veterans and outstanding products.

Further reflecting on some of the most influential people, products and events that have transformed the world of toys, TIA is creating a commemora-tive publication to be unveiled at Toy Fair 2016. The book will look at where the industry has been and where it is to-

day, and how the Association has adapted throughout. This transformation story can also be read in the Association’s archive

materials. To preserve these historic records and make them available to interested stakeholders and researchers, TIA is in the process of re-viewing, evaluating and preparing its archives to be housed at The Strong museum.

Additional activities and celebratory events will be planned for throughout TIA’s centenary year — so stay tuned!

Toy Fair 2015Opens Saturday,February 14th

Don’t miss it!

12 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

Brian Meece is the founder and CEO of RocketHub.com, one

of the world’s top crowdfund-ing platforms. When Brian and

his partners launched in 2009, their goal was to start a company that would add in-f r a s t r u c t u r e and cred-ibility to the c r o w d f u n d -ing model and

bring it into new areas such as academics, entrepreneurship and social causes. In 2013, RocketHub and A&E Networks partnered for the Project Startup initiative, a collaboration that has taken crowdfunding to a wide televi-sion audience. Now RocketHub is partnering with other major com-panies to bring emerging ideas to market.

Brian made his first introduc-tion to the toy industry at PlayCon 2014, held last May, where he spoke to conference attendees about the advent of crowdfund-ing and its ability to get start-ups off the ground. As the world of crowdfunding continues to grow, Toy Fair organizers sat down with Brian to learn more about how Rockethub has the ability to take projects “from concept to consumer.”

Toy Fair: Can you describe what crowdfunding is and how it works?

Brian Meece: The crowdfund-ing model is simple and personal: funders support story-driven projects that pique their interests, then “pre-pay” for a specific good or service that will result from the project they are funding. Funders contribute because they become engaged emotionally.

RocketHub’s project leaders

Q&A with Brian Meece,Founder & CEO of RocketHub

Brian Meece,Founder and CEO of RocketHub.com

showcase their stories for the world to see, and they share them through social media with their communities. Funders watch the story and become incentivized by the “goods.” On RocketHub you may see a company “pre-sell” their product for $20 or offer ac-cess to a fun event for $100.

By contributing to these cam-paigns, funders have the power to bring an idea to life, while also getting a product or experience to take away. It’s a “have your cake and eat it too” model that is very collaborative. Crowdfunding is literally changing the world by de-mocratizing access to capital.

Toy Fair: Tell us a little bit about RocketHub.

Brian Meece: We started as cre-ative and academic founders on a mission to liberate ideas. My part-ners and I launched RocketHub in 2009 based on a funding model that was popular with do-it-yourself artists that use their communities to raise funds for projects.

At RocketHub, we help our us-ers raise funds from the public. The way our platform works is that a project leader comes to RocketHub, uploads their proj-ect and what they’re looking to do. They’ll typically have a pitch video talking about themselves, their passion for the project, and a detailed description of their initiative. Then, they’ll set a goal amount – what they’re looking to raise - along with “goods” they can give back to funders.

We not only built a platform for people to fund ideas, but a place where everyone can learn about how to use crowdfund-ing as well. Education on the crowdfunding movement is part of RocketHub’s mission, and our Success School teaches folks how to use crowdfunding effectively

and responsibly.We’ve initiated tens of thou-

sands of campaigns all over the globe, raising millions of dol-lars for projects of all shapes and sizes. Many do not have access to traditional financial opportuni-ties – such as bank loans, venture capitalists, or angel funding – but they can use crowdfunding to col-lect the funds they need to make something amazing happen.

Toy Fair: Why is crowdfunding a viable alternative for launching a new toy or game product?

Brian Meece: It’s an exciting op-tion because unlike other methods of raising capital, these are neither debt nor equity transactions. So instead of a toymaker going to the bank and applying for a loan or investment, they are asking their communities for support.

Another benefit is that crowd-funding can be a great way to amplify a story. Last year, we an-nounced our partnership with A&E Networks, called Project Startup. The collaboration is massive in scope, moving the crowdfunding movement into the mainstream by featuring sto-ries from RocketHub within A&E’s reach of 100 million television sets. In addition, A&E is contrib-uting significant extra funds to selected RocketHub projects.

Larger toy and game compa-nies can use crowdfunding as an “incubation” zone for new ideas as well – giving emerging talent within their industry an oppor-tunity to launch the next big hit. We’ve opened up discussions with some of those bigger groups now, and anticipate some dynamic new products hitting the marketplace early next year.

For more information, visit RocketHub.com.

For more information visit www.rollplay.net

DRIVE YOUR IMAGINATION.See the iconic RollPlay models at NY15, Toy Fair February 14 – 17, 2015. Booth #5377

youHeard It First at PlayCon

© Disney/Pixar© Disney/Pixar

© 2014 Activision Publishing, Inc. SKYLANDERS and ACTIVISION are

registered trademarks of Activision Publishing, Inc.

TM/© Sesame.

14 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

2014 was an exciting year for the U.S. Toy Industry Association (TIA). Initiatives were expanded upon or launched, new

partnerships were forged, and resources were unveiled that aim to deliver rewards, results and benefits to TIA’s approximately 750 mem-ber companies of all sizes.

Industry-Wide Campaign Promotes Play

In November, TIA launched The Genius of Play (www.TheGeniusOfPlay.org), an in-dustry-wide campaign to raise consumer and media awareness about the critical role that toys and play have in a child’s devel-opment. Created with the input of TIA members, industry professionals, play-focused organizations and academics, the campaign sheds light on how children use toys in creative and clever ways, and highlights play-related facts and statistics regarding the many physical, intellectual and social benefits of play. All of the data and multi-media found at TheGeniusOfPlay.org can be shared and used by everyone involved in the toy industry.

Stay tuned for more on this exciting initia-tive – The Genius of Play campaign is expected to grow in 2015 as TIA gathers new data from third-party experts and strives to further en-gage with consumers and kids. [Turn to p. 9 to learn more about The Genius of Play]

Business-Building ResearchIn response to TIA’s current Strategic Plan,

which highlights the need to proactively ad-dress globalization by collecting, analyzing and sharing relevant trade and economic data for overseas markets, TIA completed a body of commissioned research reports on consumer and marketplace trends in the fast-developing nations of Brazil and China. Conducted by re-search consultancies Kidz Global and Altios International, the studies analyze business obstacles and opportunities to help toymakers better understand how to position their prod-uct lines in the Brazilian and Chinese markets.

TIA’s next batch of commissioned research reports, slated for completion in early 2015, will focus on Australia, Mexico and the U.S. Key cultural, demographic, consumer behav-ior and economic findings on these regions will be presented during Toy Fair’s three-session “Market Research Program,” taking place on-site at the show on Sunday, February 15th. Full reports will be available to TIA members only. [Turn to p. 22 to learn more about Toy Fair’s “Market Research Program”]

Also last year, TIA conducted its first-ever

industry-wide study on toy manufacturers’ marketing and promotions practices. The fi-nal report, based on data collected from 88 TIA member toy manufacturers, features quantita-tive and qualitative information segmented to help companies compare their strategies and

budgets to other companies of similar size, dis-tribution channel and net sales.

Advocating on Behalf of the Toy IndustryAdvocating on behalf of the entire toy in-

dustry continues to be a cornerstone of the Association’s activities. Last year, TIA once again worked in close collaboration with its members to build relationships with state and federal policymakers; testify before Congress and the Consumer Product Safety Commission (CPSC) to shape policies and regulations im-pacting the world of toys and games; lobby in state capitols across the nation; and educate lawmakers about the toy industry and its com-mitment to bringing the benefits of play to children everywhere. TIA is also continuing its efforts to extend market access for its members overseas, by meeting with government officials to encourage enhanced regulatory cooperation and offering TIA members export assistance and information to promote cross-border trade.

To help further the growth of the toy indus-try, ensure toy safety, promote fair and effective regulations and mitigate costs to companies, industry stakeholders are invited to join TIA for its annual advocacy events in Washington, DC and Sacramento, CA. There, companies of all sizes can engage in impactful face-to-face discussions with key legislators. California Toy Day will take place in April 2015; the DC Fly-In will likely take place in June. Visit www.ToyAssociation.org/TakeAction to learn more.

New Partnership Strengthens North American Synergies

The Boards of Directors for TIA and the Canadian Toy Association (CTA) announced last spring the approval of a formal relationship to strengthen the synergies between the two trade associations, which have many mutual

members and a long-standing history of close cooperation on topics of shared interest. Under the new affiliation, any TIA member with op-erations or sales in Canada is now eligible for CTA membership at no additional charge, and CTA members (including distributors) are also

eligible for membership in TIA. As part of this agreement, the

North American International Toy Fair (formerly the American International Toy Fair) has been re-named, with TIA and CTA now hosting a single Toy Fair in New York City, rather than hosting sepa-rate marketplace events in the U.S. and in Canada. Through a dedi-cated North American toy show, Toy Fair attendees are provided

with more targeted business development opportunities, greater efficiency and added cost-savings. [Turn to p. 8 for details about CTA’s special events at Toy Fair]

A Network for Young ProfessionalsIdentifying more ways to attract young, cre-

ative minds and further foster their toy careers are key components of the toy industry’s in-ventiveness and prosperity. With that in mind, TIA created the Young Professionals Network (YPN), a special interest group that supports the growth and retention of young toy pro-fessionals through networking, professional development and social opportunities. These events take place throughout the year and in conjunction with Fall Toy Preview in Dallas and the North American International Toy Fair in New York.

Centenary Celebrations Established by toy companies in 1916, TIA is

approaching its 100th anniversary. Throughout 2015 and culminating at next year’s Toy Fair, a year-long centenary celebration will help to commemorate the Association’s history of service and achievement. Special events will highlight key industry milestones and cele-brate the longstanding philanthropic efforts of the industry through corporate giving and TIA’s own Toy Industry Foundation (TIF), which has delivered more than $100 million in toys to children in need. [Turn to p. 11 for details on TIA’s Centenary]

To learn more about the Toy Industry Association and the benefits of membership, visit www.ToyAssociation.org/Membership or contact TIA’s Ken Ebeling, vice president of strategic development and member services (kebeling@toyassociation.org).

What’s New at theToy Industry Association

15

OFFICERSCHAIRMAN John Gessert American Plastic Toys, Inc.VICE-CHAIRMAN, CHAIRMAN ELECT David Hargreaves Hasbro, Inc.SECRETARY-TREASURER Robert Wann Patch Products, Inc.

BOARD OF DIRECTORSDavid Allmark Mattel, Inc. TIA Member at LargeJohn Barbour Leapfrog EnterprisesRichard Barry Toys ‘R’ UsAndrea Barthello ThinkFun, Inc.Drew Brazer LEGO Systems, Inc.William Beebe Playmates Toys, Inc.Joel Berger Cardinal Industries, Inc.Sam Harwell Big Time Toys, LLCPeter Henseler TOMY InternationalJeffrey Kennis Enchanted Moments, Inc.Shirley Price Funrise Toy Corporation TIA Member at LargeWilliam To VTech Electronics North America, LLC.Manuel Torres Nickelodeon Consumer Products

ADVISORY COMMITTEEAl Verrecchia Hasbro, Inc.Bryan Stockton Mattel, Inc.Soren Torp Laursen LEGO Systems, Inc.

HONORARY ADVISORS Neil Friedman Alan G. Hassenfeld Hassenfeld Family Initiatives

TIA PRESIDENT ANDsenior leadershipCarter Keithley President & CEOEd Desmond Executive Vice President, External AffairsMarian Bossard Senior Vice President, Global Market EventsKenneth Ebeling Vice President, Strategic Development and Member ServicesAlan P. Kaufman Senior Vice President, Technical AffairsJoan Lawrence Vice President, Standards and Regulatory AffairsKenneth Seiter Vice President, Strategic CommunicationsPaul Vitale Senior Vice President, Finance & Opera-tions

TOY INDUSTRY FOUNDATIONJean Butler Executive Director, Toy Industry Foundation

TOY FAIR TIMESKimberly Carcone Senior Director, Market EventsKimberly Catucci Senior Project ManagerKristin Morency Goldman Communications Specialist/JournalistLaura Mangiaracina Manager, Advertising, Sponsorship and PromotionsAshlee Neuman Communications Specialist/Content Developer

Just because you sold prod-uct in doesn’t mean you’ll sell product through.

Hopeful mar-keting and wishful think-ing might work in the movies, but it is not a viable tactic when money is on the line and your product is sit-

ting on the shelf unsupported. A smartly planned and surgically executed media campaign is piv-otal in marketing product today. It’s a “must have” to gain sell-in and a “gotta have” to drive sell-through. An underfunded media campaign can often be just as ineffective as a non-existent one. And an ill-timed, far-forward, strategy might satisfy your buyers (initially) but will do little to drive product when holiday traffic kicks in and the budget wears out.

So, what is a marketer to do? First, you need to establish

a viable budget to build a me-dia plan that will deliver against campaign objectives. But, unfor-tunately, money doesn’t fall from the sky. A media budget must come from somewhere. There are steps you can take to estab-lish such a budget. You can look at the competition to see what they spend, work off an A/S (ad-vertising to sales ratio), back into a budget, or bake one in (mean-ing that each unit sold includes a dollar amount allotted to media.) The latter is an ideal scenario, providing your margins can sup-port it.

Once budget is established, you’ll need a media plan. Your plan should align with distribu-tion. You’ll need to establish a mix of relevant media that will reach and engage your target au-dience and drive them to action.

Strategize a flight – the piv-otal weeks when your media campaign will run. Are you fo-cusing on the six weeks leading into Easter, the 15 weeks leading

into the holidays, or sometime in between? If you sell in for fall and are on shelf in August when plan-o-grams change, your buy-er might justifiably want to see early movement. This is not an easy task, since holiday shop-ping won’t kick in for another two or more months. You may be persuaded to invest in August/September to drive early sales, but you’ll need enough fire-power to carry you through the holiday season. It’s a tricky trap that you’ll need to address care-fully. You don’t want to come out heavy and leave yourself weak when the merchandise meets the money, during the frenzy of holi-day shopping. So, it is imperative to establish a flight strategy that will drive your brand while also satisfying your buyer’s request. It can be a balancing act, and well worth discussing with your retail partners and your media strategy team.

As if establishing your me-dia plan is not hard enough, the media landscape is continually evolving and your approach to smart media planning should be evolving with it, putting you ahead of the pace. Every day there are new opportunities for targeting and message delivery to kids, moms and families, along with new tools to measure be-havior and impact. With proper understanding, and the right me-dia team, you can have a better handle today on what is working to market your product and what is not.

What is the right media mix for your brand?

Historically, TV has been the big recipient of media when tar-geting kids. While TV habits have changed quite a bit, TV viewer-ship among kids remains intact. But the screens airing the con-tent have multiplied. Eyeballs have time-shifted. As a result, today, more than ever, success-ful toy brands grow as a result of a smartly executed mix of integrat-ed media across consumer touch points. This includes TV, but is

not limited by it. If you’re a toy marketer, you

should know that we are living in a TV/ digital world. This year, ac-cording to Kantar Media, online video spend is up 229% from last year, while banner spending is up 1.4%, with dollars clearly shifting from TV to the new formats.

Today, with smart planning and an expert media team, you can plan and make decisions based on targeting, viewability, completed views and historical performance. The out-of-pocket cost for digital campaigns is now higher than the days of cheap tonnage impressions, but the po-tential for higher ROI is greater as well.

When planning an integrated media campaign, it is imperative to build a team of talented ex-perts who truly understand the kids’ space – from the right media planning and buying agency, to the right public relations and so-cial marketing team, to the right TV/video production house. It’s not about cheap media anymore, but smart media that reaches, engages and connects with your audience. We have seen far too many newcomers hire unquali-fied talent and hope their way through a campaign. Stop! Smart, experienced talent goes a long way and sets the stage for a winning campaign. Too much is at stake to do it any other way.

Blue Plate Media Services is a full-service media strat-e g y, p l a n n i n g a n d b u y i n g agency specializing in connecting and engaging with kids, moms and families. Blue Plate Media is proudly celebrating its 11th year as an affinity media partner of the Toy Industry Association (TIA), and serves as a media advocate for the toy industry, educating toy and youth marketers about all things media.

For more information about Blue Plate Media’s highly tar-geted, integrated solutions across the media landscape, visit www.blueplatemedia.net or call David Becker at 908-918-0202.

Media Play in theBusiness of Play

David Beker,Blue Plate Media

16 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

4D Cityscape, Inc.88 Merchandise Company

AA Broader ViewA Crowded CoopACD Distribution, LLC

Across the Board GameActive People/AstrojaxActive Play Toys and Games Inc.Active Products Inc.Activision Publishing, Inc.Ad Magic, Inc.Adora by Charisma BrandsAdventure ParksAdventure Publishing Group/ Toy BookAerobie, Inc.AeromaxAlba Wheels-Up Intl.ALEX BrandsAlexander Doll Company

Alfred MusicAlilo USA / Baby SquareAliquantum International Inc.All Things Equal, Inc.

Allegra Toys Enterprises LtdAlliance Game Distributors

Almar Sales Co.Always Been Creative, Inc.American Educational Products, LLCAmerican Express Open

American Fashion WorldAmerican Paper Optics, LLC American Plastic Toys Inc.Ameurop Mexico S.A. De C.V.Amloid CorporationAmrapur Overseas Inc./ Zeenie Dollz, LLCANb MediaAndrews + Blaine, Ltd.Animal Adventure, Inc.Anjar Co. & Becker Associates LLC

Anki, Inc.Ann Williams Group, LLCAnyang Lanyu Model Co., Ltd.Apple Park, LLCAreawareArtec EducationalArtist Point GiftwrapArtistic Studios Ltd., LLCASA Products Inc./Mobo CruiserAshley Productions, IncAsmodee Editions LLCASTRA

Aurora World, Inc.Automoblox Company LLCAutotec Sales Inc.

B B & T Co., Ltd.B. DuckBabalu, Inc.Baby King/Regent Baby Products Corp.Bachmann TrainsBack Alley TradersBackstage Pass, Inc.Ball, Bounce and Sport Inc.-Hed-stromBananagramsBanBao USABandai America Incorporated

BarCharts, Inc.Basic Fun, a Division of The Bridge Direct, Inc.Battat (Maison Joseph Battat, Ltd.)BC USABe Amazing ToysBead Bazaar USA Inc.Bearington Collection

Bears for HumanityBeginAgainBendon, Inc.BERG USA, LLC

Bernard GamesBest Ride On CarsBeverly Hills Teddybear Co./ one2believeBeyond123 LLC

Bezier Games IncBif Bang Pow!Bigjigs Toys Ltd.BigMouth IncBiological & Popular Culture Inc

Bixbee

Bizainy, LLCBladez Toyz Inc.Bleacher Creatures LLCBling2oBlip Toys LLCBloco Toys Inc.The Bloom ReportBlue Box Toys, Inc.Blue Orange GamesBluefin DistributionBoogie Board eWriters

BoosterPalz, Inc.Borgfeldt (Canada) LimitedBox ‘N Balls

BrackitzBrainStormProducts, LLC (X-Kites)BrainwrightBrand 44Brer Rabbit ToysBrickStix LLCBrickWarriorsBRICTEK, Inc.The Bridge Direct, Inc.Brightz, Ltd.Brooklyn Lollipops Import Corp.Bruder Toys America, Inc.Brush Buddies

Buawana Co., Ltd.

Buffalo Games Inc.Build & ImagineBZB Products, LLC

C C & A Scientific Co., Inc.C & D Visionary, Inc.California CreationsCalliope GamesCAM Commerce Solutions/CelerantCanadian Toy AssociationCandylab Toys

Card StoriesCardinal Industries, Inc.Carrera of AmericaCarrom CompanyCartamundi USACasdon PLCCCA & B dba The Elf on the ShelfCeaco/GamewrightCelestial BuddiesCenter Enterprises, Inc.Cepia LLCCG NoveltiesChannel Craft & Dist. Inc.Charles Zadeh EnterprisesCharm CompanyThe Chenille Kraft Co.CHH Quality Products Inc.Child’s PlayThe CHILLAFISH Company NvChina Import & Export Toy Inspection CenterChina Toy & Juvenile Products AssociationCIS-Associates, LLCCISCO Sales Corp.Classic International Co., Ltd.Cloud BCMA Testing & Certification LabsCobra RC ToysCollectaColorbokComic ImagesCommonwealth Toy & Novelty Co., Inc.Constructive Eating, Inc.Continuum GamesCorolleCrayola, LLCCRA-Z-ARTCrazy Aaron’s PuttyworldCreative Education of Canada, Inc.Creative Toy CompanyCreative Whack CompanyCreative Zone, LLCCrocodile CreekCryptozoic EntertainmentCuddle BarnCulturenikCurious Chef/Tailor Made ProductsCyberkidz International

D D Now Inc.Daedalus BooksDark Horse Comics, Inc.Daron Worldwide Trading, Inc.Daydream Toys

TOY FAIR 2015 EXHIBITOR LISTCompanies 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.

17

DC EntertainmentDEMDACODexter Educational Toys, Inc.DGL Group

Diako ABC S.A. De C.V.Diamond Comic DistributorsDiggin Active, Inc.Digital Dream LabsDigital Game Technology

Direct Global DealsDiscover With Dr. CoolDiscoverGames.comDo-A-Dot Art ( Div. of Triquest Inc.)The Doll Maker

Dongguan Hiee Electronic Company

Doodlo, LLC The Dotz Company Double Dutch Dolls, LLC

Douglas Cuddle ToysDream Big Wholesale Doll Clothes, LLCDream BlocksDress Rite LLCDress Up America Toy, Inc.Drybranch / Sport DesignDSL Lanka (PVT) Ltd.

D-Toys S.R.L.Duncan Toys Company Division of Flambeau Inc.DuneCraft

E Early Lingo, Inc.Earnest Creation Co.EarZingseco eggs®

Eco-kidsECR4KidsEDC Publishing/Usborne/ Kane MillereDICEtoys, LLCEducation Outdoors, Inc.Educational Insights, Inc.EdupressEdushape Ltd.EE DistributionEeboo Corp.Eitech AmericaElenco Electronics Inc.Elf MagicElope, Inc.The Empire GroupEnchanted Moments Inc.Endless GamesEnjoyLife, Inc.Entertainment Earth

Envie LifestyleEnviro-Mental Toy Co. Inc.

EstellaEurofins Products Testing ServiceEuroGraphics Inc.European ExpressionsEverestEvergreen (C.P.) USA Inc.Everrich Industries, Inc.EVOLLVEExcelligence Learning CorporationExplore Scientific - BRESSER

Expressalo LLC

Extra By MayflowerEye Think, Inc.

EzyRoller LLC

FFaber-Castell USA/Creativity for KidsFactory Entertainment, Inc Fairy Dust Ltd.Family Games America FGA Inc.

Fan Hands, LLCFantasma Toys, Inc.Fantasy Flight GamesFascinations, Inc.Fashion AngelsFat Brain Toy Co.

Fathom CompanyFiesta

Firefox Toys, LLC

First Celtic Toys and Learning, Inc.First Texas Products

Flair HairFlash SalesFlashingBlinkyLights, Inc.Flat River Group LLCFlexible Flyer Sleds / Paricon, Inc.Fling-A-Ring, LLC

Flipzles - Vicki Lewis Originals, LLC

FlyCatcher Inc Flying Gadgets, Ltd.

Folkmanis Inc.Forum Novelties, Inc.Fotorama USA, LLCFour EssesFoxMind GamesFranklin Sports, Inc.Fremont Die Consumer Products, Inc.

FriendlyBandsFun Express Inc.Fun Lines

Fun2Give Hong Kong, Ltd.Funko Inc.Funnybone Toys, LLCFuntasticFun-Time International Inc.

Future of Play, Inc.

G Gale Force NineGAMA, Game Manufacturers AssociationGameBrotherZGames Workshop Ltd.GamewrightGann Memorials Custom Plush Toys

Gardex Electronics Co., Ltd.Gayla Industries, Inc.Geared for Imagination

Gentle International Culture Communication Corp.GeoCentralGEOMAGWORLD USAGeospace InternationalGeoToysGEOWORLD USA LLCGet Ready, Inc.GIANTmicrobes/The Drew Oliver CompanyGifts & Decorative AccessoriesGinsey Home Solutions

GIRLZNDOLLZ, Inc.Glasshouse Balloon Co.

GLD ProductsGlitter-ToosGlobal Toy ExpertsGlopo, Inc.

Go-Kiddo Riding ToysGold Medal Bean BagsGoldbrick Games, LLCGoldieBlox, Inc.Good Smile Company, Inc.The Good Stuff Company, a Division of The Bridge Direct, Inc.The Good Toy Group, Inc.Gorgeous Products Inc.Gotz Dolls Inc.

Graphics Art, Ltd.Great Circle WorksGreen Kids Club, Inc.Green Toys Inc.Greenpoint Brands LLCGriddly Games, Inc.

Grip Sports, LLCGroup Sales, Inc.Guangdong Alpha Animation & Culture Co., Ltd.

Guangdong Feilun Technology Industrial Co., Ltd.Guangdong Songyang Plastic Toys Co., Ltd.Guidecraft USA Inc.Guillow’sGund a Division of Enesco LLC

HHABA USAHal Leonard Corp.Hang Wing Plastic Industry Co., Ltd.Hansa ToysHanz ToysHape

Happy Unitoys Co., Ltd.Harrisville Designs Inc.Harvest Time Partners, Inc.The Haywire Group, Inc.Hello Kitty Sports/MMA Holding GroupHEXBUG

High Hope Zhongding CorporationHigh IntenCity Corp.High Roller USAHobbyTown USAHog Wild LLCHohner Inc.Hong Kong Standards & Testing Centre Ltd.Horizon Group USA Inc.Hornby AmericaHot Focus, Inc.Hotaling Imports IncHoughton Mifflin Co.House of MarblesHQ Kites & Designs USAHSP Nature Toys

Huada Toy Co., Ltd.

Huada Toys Imp. & Exp. Trading Co., Ltd.Huckleberry Toys

Hydro Toys, LLC

I IAmElemental

Ideation Inc.

Identitoy, Inc.Identity Games International BVIDW PublishingIello USAImagAbility Inc.

Imagination Overdrive IncIMEX Model Co.Imperial Toy LLCIn The BreezeINI, LLC

InnobabyInnovative KidsInnovention Toys, LLC. (KHET)InPlay ProductsInRoad Toys, LLCInscribe, Inc.Insect LoreInteractive Toy Concepts Ltd.International ArrivalsInternational Playthings, L.L.C.IntertekIntex Entertainment Inc.Intromark, Inc. / InpexInventist Inc.

ION CARD GAMEIQ KeyIscream

J J. Marcus CompanyJAKKS PacificJam’n Products, Inc.Japanime GamesJA-RU, Inc.Jax Ltd., Inc.JazwaresJC Toys Group, Inc.Jeannie’s Enterprises, Inc.Jelly Belly Candy CompanyJet Creations Inc.Jiangsu Guotai International Group Guomao Co., Ltd.Jiangsu Holly Corporation

JiangSu Tailong Shi Feng International Trade Co., LTDJohn N. Hansen Co. Inc.Joy City Industries LimitedJungle JumparooJungo ToysJunior LearningJunstar, Inc.

JUNURIJupiter CreationsJuratoys US Corp.Just FunkyJust Jump ItJust Play, LLC

K K & M International, Inc. (Wild Republic)KanJam LLCKappa BooksKaskey Kids, Inc.Käthe Kruse - EuroplayKaZAM LLC

Keepsake Cottages Kellytoy USA, Inc.Kendama USAKenson KidsKETTLER International Inc.Kid Galaxy, Inc.

TOY FAIR 2015 EXHIBITOR LIST

18 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

TOY FAIR 2015 EXHIBITOR LISTKid O ProductsKidAgains.comKIDdesigns, Inc.

Kiddy Toys Co., LtdKidKraft, LP

KidRealmKids Preferred, Inc.The Kids Watch Company LLCKikkerland Design, Inc.KinderFeets, LLCKingstate Corp.Kiss Naturals/Fundamental ToysKlutzK’NEX BrandsKnuckleStrutzKonami Digital EntertainmentKoplow GamesKotobukiya Co.Kristal Educational Inc.Kristins Gifts, Inc.KSM Ltd. (Kobal Sales & Marketing) KT International Ltd.Kwik Tek, Inc.

L La Siesta Inc.

Lace Locks, LLCLaessig GMBH

LammilyLaser Pegs Ventures LLCLate for the Sky

Laurent Doll, Inc.Lay-n-Go, LLCLeading Edge Novelty, Inc.Learning ExpressThe Learning Journey International L.L.C.Learning Resources Inc.Lee Publications of KY LLCLeeshi Co.Legendary GamesLEGO Systems, Inc.Leisure Learning Products/ Mighty Mind Kids

Lenmark ToysLexibook America, Inc.License 2 Play Inc.License! Global MagazineLight StaxLightSpeed RetailLightUpLightUpToys.com, LLC

Li’l Orphan NanniesLilliputiensLion Rampant ImportsLionel, LLCLipper International Inc.

Lisciani Giochi S.R.L.Little Adventures

The Little ArchitectLittle Buddy, LLCLittle Heroes Technologies Inc.

Little Kids, Inc.Little Pim Co.

Little Striped Lion, Inc. Living Puppets GmbH

LockerLookzLogo Loops, LLCLoog Guitars

Looper

Lord Industries Group

Lotty Toys (Ningbo) Co., Ltd.

LoughB Innovations

Lounge N LearnThe Loyal SubjectsLulu, Jr.Luna Star NaturalsLund & Company Invention, L.L.C.Lupe Toys Sapi De Cv

MM. Ruskin Co. LLCMaccabee on the MantelMacmillanMad Cave Bird Games

Madd Gear Action SportsMagformers, LLCThe Magical Tale of Santa DustMagicForest, Ltd.Maisto International, Inc.The Manhattan Toy CompanyMaple Landmark WoodcraftMaranda Enterprises, LLCMarion and Co., Inc.Marky Sparky Inc.Marlon CreationsMarshmallow Fun CompanyMarvel Education/Cre8tive MindsMary Meyer CorporationMasterPieces Puzzle CompanyMattel, Inc./MEGA BrandsMaui Toys, Inc.

Maverix USAMaxim Enterprise, Inc.The Maya GroupMayfair Games

McEron LtdMcFarlane ToysMechanical Displays Inc.MEGA BrandsMegaFun USAMelissa & Doug, LLCMellow Militia/Tiki TossMerchant TechnologiesMerchSource, LLCMercury InpressMerryMakers Inc.Mezco ToyzMGA Entertainment (ABC International Traders)The Michael Kohner Corporation/Longshore Ltd.Micro KickboardMindscope Products Inc.Mindtwister USAMindWare/MW WholesaleMinigolsMiniland Educational, Corp.

Mister AlphabetMJK MarketingModel Rectifier Corp.Modular Robotics

Moff Inc.

MonelieMonkey Business SportsMonkeying AroundMonogram International, Inc.The Monster FactoryMontco Packaging Company Inc.Moose Toys Pty LtdMorgan Cycle LLCMountain Boy Sledworks

MoYou NailsMrs. Grossman’s Paper Co.MudpuppyMukikim LLC

My Ballerina DollMy Friend HugglesMy Funky Planet Corp.My Imagination, LLCN National Design LLCNational Geographic PublishingNational Products, Ltd.National Sporting Goods, Ltd.Neat-Oh! International, LLCNECANeko World Inc.New Tech KitesNew York Puzzle Company LLCNew-Ray Toys (California) Inc.NewSound Kids/Music Design

Ningbo Dac Arts & Crafts Company, Ltd.Ningbo Sailing Import & Export Co., LimitedNJ Croce Co., Inc.NKOK, Inc.NMR Distribution AmericaNorth American Bear Co. Inc.North Star Games LLCNovelty Gift Co.NowStalgic Toys, Inc.NumbersAlive!Nut Island, LLCNXT Generation, Inc.

O O.K. Toys, Inc.Odyssey ToysOgo Sport LLCOhio Art CompanyThe One World Doll Project, Inc.

Ophaya Electronics CorpThe Orb Factory Ltd.OrbotixOregon Scientific, Inc.The Original Toy CompanyOut of the Box Publishing, Inc.Outset MediaOWI Inc.Oxford Co., Ltd.Oyo SportstoysOzwest Inc. Distributor of Zing

P Pacific Play Tents, Inc.

Pacific Solution Mkt, Inc.Paizo Publishing LLCPajama MonstersPalplay USAPanini AmericaPaola Reina America

Papa’s Shop

MIMTOO_ADD.indd 1 13/11/2014 16:25

19

TOY FAIR 2015 EXHIBITOR LISTPaper PunkParadise Kids LLC

Paragon Child Products Co. Ltd.ParragonParris Manufacturing CompanyParty Animal, Inc.Patch Products, Inc.Patrix CommunicationsPaul G Toys

Paulinda Industries (1999), Ltd.PBM Express USA LLCPeaceable KingdomPecoware Co., Inc.

PEEKO LLCPenguin Random House Inc.Pepperell Braiding / Holgate ToysPerisphere & Trylon, Inc.

Perry Teri Toys LlcPersonally IncorrectPeru Meridian Studios

Petit Collage PETSAC

PieceMaker TechnologiesPiggy PaintThe Piggy Story, Inc.Pillow Pets

Pitkin StearnsP’kolinoPlan Toys, Inc.Plasmart Inc.Plastic Factory COBI S.A.Plastic Technology, Inc.Plasticant Mobilo USA, Inc.Play Visions Inc.Playhut Inc.Playing Unlimited, Inc.Playmates Toys, Inc.Playmobil U.S.A. Inc.Playroom EntertainmentPlushland, Inc.Pocket DiscPockos America Inc.The Pokémon Company International, Inc.Poleish Sports LLC

Pomegranate Communications, Inc.PomTree (division of Darice)Ponytail PalsPOOF-Slinky, Inc.Popular Playthings

Potex Toys Manufacturer, Ltd.Power House Toys

Powerful PlantsPPW ToysPremier Kites (a Division of Primus)Preschool Prep Company, LLCThe Presidential Game, LLCPressman Toy Corporation

Primary ColorsPrime Time Toys, LLCPrince LionheartPrincess International, Inc.Princess ParadisePSI Publisher Services, Inc.Pucker Powder By Creative Concepts

Puka CreationsPumponator, IncPunisher SkateboardsThe Puppet Company LLCPuppet WorkshopPure Global Brands, Inc.

The Purple Cow America, Inc.Puzzled, Inc.

Q Qualcomm VuforiaQuantum Mechanix, Inc.

Quarto Publishing Group USAThe Queen’s Treasures

R R & R Games, Inc.Radz Brands, LLCRainbow Loom

Rastar GroupRavensburger USA, Inc.Razor USA LLCRBI Toys, Inc.Recent Toys USARed Rooster Toy Co.Reeves International, Inc.

Reflex International IncRegal Doll CarriagesRe-Marks, Inc.Replogle Globes Inc.Reutter PorcelainRevell/EstesRhode Island Novelty

Robert ThompsonROBOTIS

RollergardRomanoff Products Inc.RoominateRoomMates - Div. York WallcoveringsRoosterFin, Inc.Rosalina Inc.Round 2 LLCRound World Products, Inc.ROXORoyal & Langnickel Brush Mfg.Royal Bobbles, LLCRoylco, Inc.Rubbabu, IncRubie’s Costume Company, Inc.

Rumple Buddies

S Safari LtdSailing (U.S.) International Corp.Sakar International

Sandbox Trading, Ltd./YookidooSantoki, LLC

Saraburi Toys Ltd., Part.Sassafras Enterprises, Inc.Saturnian 1 Inc.SavviSBI Enterprises/FlybarSbyke USA, LLCSCHLEICH North America Inc.Schoenhut Piano CompanySchool Zone Publishing Co., Inc.School-RiteSchylling ToysScienceWizSCS Direct, Inc.

SD Toys

Second Play, LLCSeebo InteractiveSeedling USA, Inc.

Senseez PillowsSentosphere USASet Enterprises, Inc.Seven Towns Ltd.

SGS North America, Inc. Shandong Zhimei International

Trade Co. Shanghai Voicetune Info Tech

Co., Ltd.

Shantou Bana Import & Export Co., Ltd.

Shantou BM Hobby Industrial Co., Ltd.

Shantou Jingzheng Testing Service Co., Ltd.

Shantou Wange Toys Industrial Co., Ltd.Shoulder Buddies - Shoulder FunSHWINGSSilly Puppets

Silly String ProductsSilver Dolphin BooksSkill Toy SupplySkip HopSkiprockSkullduggery, Inc.Sky-Blue Gifts & Toys Co., Ltd.Skyhigh InternationalSkyrocket ToysSlackline Industries

Smack it! Card GameSmall World ToysSmart GearSmart Play, LLCSmart Toys and Games, Inc.Smart Zone GamesSmartLab Toys

SmartNoggin ToysSmencils by ScentcoSno-Baller Sagebrush Industries, Inc.Sophia’s Heritage Collection

Sound of Fun, LLCSourcing International

Soya Industrial Co., Ltd.Speed Stacks Inc.SpiceBox Product DevelopmentSpin Master Ltd.Spooner, Inc.Sport Squad/JOOLASpringbok Puzzles/Allied Products, Inc.Spy Alley PartnersSquare Enix, Inc.Square Root Games Inc./Harry Wells & Assoc.SquishableStarpath DollsStep Puzzle, JVCStephen Joseph, Inc.STOR S.L.Stuffies

Sun Lin Toys

Sunlemon America, Inc.Sunny Toys Inc.Sun-StachesSuper Impulse Ltd.Super MeSuperfly KidsSupreme Party & NoveltiesSwann Communications U.S.A. Inc.

21

Sweets KendamasSystem Enterprises LLC

TT.S. ShureTactic USA

TAG the Art Game Taizhou Yuanda Travelling

Articles Co., Ltd.Talicor Inc./Aristoplay Ltd. Tangle, Inc.TDC Games, Inc.Teach My Inc.Tech 4 Kids

Technicolor Global LogisticsTechno SourceTEDCO, Inc.TeguTeh Sheng Electronics (Hui Zhou) Co., Ltd.

Tentacle KittyTenzi from Carma GamesThames & Kosmos LLCThinkFun Inc.ThinkGeek, Inc.Thoughtfull Toys, Inc.Three Cheers for GirlsTigglyTighty Whitey ToysTiltfactor

T-IME ContentsThe Tin Box CompanyTINY LOVETitan MerchandiseT-Link Inspiration, Ltd.TMI Toymarketing International, Inc.tokidokiTOMYTonner Doll CompanyTop Trenz, Inc.Total Biz Fulfillment Div. Hobby House Press

Toto Enterprises IncToy Collection Catalog / CSI

Toy Factory, LLCToy Industry Association, Inc.Toy Industry Foundation, Inc.Toy Tokyo/Heroes in ActionToy Wonders, Inc.

ToyishToynami, Inc.Toyops, Inc.Toys and Models Corporation

TOYSHOCK LLC ToysmithTree BlocksTree Hopper Toys

TREFL S. A.Trendex USA LLCTrends International Corp.Trendy LLC

Tri Star International, PT Trimfoot Company TROBO the Storytelling Robot

Trophy Music Co. Tubby Table Toys, Inc.

Tudor Games, Inc. Tug and the Tooth

TUV Rheinland of North AmericaTWC of America, Inc.Twist On GamesTy Inc.

Tynies

U U.S. Consumer Product Safety Com-missionU.S. Games Systems Inc.

Übertüb, Inc.UCC Distributing Inc.ULUncle Andy Toys, Inc.Uncle Goose ToysUncle Milton IndustriesUnderground ToysUnderwraps Costumes Inc.Unitech ToysUnited States Postal ServiceThe United States Playing Card Co.

UnitedHealthcare Children’s FoundationUniversal Specialties/Glimmer Body ArtUniversal Toys, Inc.University Games Corp.UPD INC dba United Pacific DesignsUpper DeckUpside Down Games Corp.USAOPOLY

V Valtech Co.VandorVante ToysV-Cubes (Orbet, LLC)Vermont Christmas CompanyVertigo Int’l.VIAHART

VICI Enterprises, Inc.VTech Electronics North America, LLCVuly Trampolines

W WABA Fun, LLCWaboba, Inc. Warm Fuzzy ToysWater Sports, LLC

We Love FineWebb CandyWell-Made Toy Mfg. Corp.Weplay/Kiddie’s Paradise Inc.Westminster, Inc.White Mountain PuzzlesWholesale Gaming (Hills)

Whombatz LLCWicked Cool ToysWiggles 3D Incorporated

Wild and WolfWildkinWilliam Mark Corp.Winfun USA, LLCWinland/TeamsonWinning Moves Inc.Winning Solutions, Inc.Winyea Toys Limited

Wizhead - 3D Head PuzzleWMI DesignsWOD Toys, LLC

Woma Toys ManufacturerWomen In Toys (WIT)Wonder ForgeThe Wonderland Toy Company, LLCWood Expressions Inc.

Woodi USA, Inc.Woody Puddy USA, Inc.Wooky Entertainment Inc.

WoolbuddyWordTeasersWorld Tech ToysWorx Toys Inc.Wowopolis LLCWowWee USA, Inc.Wrebbit Puzzles, Inc.

WRiTE BRAiN WORLD

XXcessory International (Cartwheel Kids)

Xiamen C & H Import & Export Co., Ltd.

Xiao-All Japan Co., LimitedXOSXTR LLC/OKK Toys

Y Y & W Intl. Inc.Y’all BallYesAnime, Inc.Yomega Corp.York-Jersey Underwriters, Inc.Yottoy Productions, Inc.The Young Scientists ClubYoung Toys

YOXOYoYoFactory

YUHUHUGS, LLCYvolution USA, Inc

Z Zhejiang Okai Vehicle Co., Ltd.

ZingZither Heaven

ZoomKIT (Kids Go Co.) Zoonicorn, LLC

Zorbitz

ZURU

2015 EXHIBITOR LIST

Toy Fair is pleased to a c k n o w l e d g e o u r Publication Partners.

As a service to our attendees and exhibitors, the following trade publications will be avail-able at the Toy Fair registration areas within the Javits Center. Pick up your FREE copies while supplies last.

Creative Play RetailerDealerscopeEarnshaw’sEdplayGlobal Retail BrandsGifts and Decorative AccessoriesGIFT SHOPLicense! GlobalMuseums and MoreMuseum StoreParty & PaperRetail MerchandiserRoyaltiesScholastic Parent & ChildSelling HalloweenSpecialty Retail ReportThe Toy BookTotal LicensingToys and Family Entertainment

We are also pleased to ac-knowledge the support of Global Toy Experts www.glo-baltoyexperts.com as an online publication partner.

Available publications are subject to change. Additional publications may be available onsite.

READ ALLABOUT ITAT tOY FAIR

got a hotel room yet?

See page 30for a

completelist of Toy Fair participating hotels or visit

ToyFairNY.comToy Fair 2015

Opens Saturday,February 14th

Don’t miss it!

22 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

Licensed playthings are a powerful segment in to-day’s market, accounting

for 30% of all toys and games sold in the United States each year. Major motion pictures, TV shows, digital apps and video games are all spawning licenses that carry across not only product categories but age groups and international borders as well, stirring strong con-sumer demand.

Reflecting market trends, Toy Fair continues to see a robust pres-ence of key licensors looking to connect with toy industry partners. Last year’s show welcomed 20th Century Fox, Cartoon Network, Disney Consumer Products, Dreamworks Animation, Lucas Licensing, Marvel Entertainment, National Basketball Association, Nickelodeon, Sesame Workshop, Warner Bros and many more.

To help toy professionals un-derstand the fundamentals and inner-workings of the licensing world, the Toy Industry Association (TIA) will host the 4th annual Licensing Content Connection

seminar series at Toy Fair 2015, taking place on Saturday, February 14th through Monday, February 16th.

“Popular licenses that kids are clamoring for have the power to propel a toy or game to incred-ible success,” said Marian Bossard, TIA’s senior vice president of glob-al market events. “Our Licensing Content Connection program at Toy Fair is a terrific venue for toy makers to learn how to leverage these licenses to create exciting possibilities.”

This year’s schedule highlights include the “Licensing 101: The Basics of Licensing Explained” seminar, presented by the produc-ers of Licensing Expo, Advanstar Licensing. Back by popular de-mand, this session will delve into essential licensing issues, successful business models and il-luminating case studies.

Experts from the International Licensing Industry Merchandisers’ Association (LIMA) will lead a ses-sion on “Using Licenses Creatively in an Independent Environment,” focusing on diverse licensed op-portunities — not just hit TV and film properties — that fit retail-ers’ assortments and margin requirements.

The “How to Strategically Use Licenses to Build Your Business” session, also presented by LIMA, will explore the key questions com-panies need to ask in evaluating potential licensing relationships.

To view the full Licensing Content Connection schedule, visit the “Knowledge Network” section of www.ToyFairNY.com. Registration to attend the seminars is required. TIA members pay one low rate of $99 and non-members pay only $129 – whether they at-tend one or all of the sessions. Non-members can save $80 when registering for both Licensing Content Connection and TIA’s Market Research Package.

Explore Strategic Opportunities with Licensing Content Connection

To further foster the rela-tionship between the licensing and toy industries, TIA’s Toy Fair and Advanstar Licensing, producers of Licensing Expo, have established a partner-ship to educate licensors about emerging toy trends, and toy professionals about key licens-ing opportunities.

Licensing Expo, the meeting place for the global licensing industry, is an ideal occasion to explore strategic partnerships and gain industry insights. The show will be held in Las Vegas on June 9-11, 2015, and is expected to draw more than 5,000 exhibiting brands and 15,000 retailers, manufactur-ers, marketing and advertising professionals.

For more information, visit www.licensingexpo.com.

Toy Fair–LicensingExpo Partnership

In today’s highly globalized marketplace, many toy companies are look-ing to maintain their competitive edge by expanding distribution across international borders. Recognizing the need for incisive global market

analysis, the Toy Industry Association (TIA) has been steadily growing its repertoire of available research in or-der to help member companies identify strategic export opportunities overseas.

In 2014, TIA commissioned global consultancies Altios International and Kidz Global to conduct market and consumer studies in major cities across Brazil and China. The ensuing research reports, now available to members on TIA’s website, analyze each market land-scape. Key highlights from this body of research were presented during educational programs at Toy Fair 2014.

TIA will once again host Global Trade and Market Expansion sessions at Toy Fair 2015, this time focusing on potential opportunities and challenges within the Australian, Mexican and U.S. toy markets.

On Sunday, February 15th, all Toy Fair participants are invited to attend presentations on the U.S. (8:30 to 9:30 a.m.), Mexico (11 a.m. to 12 noon) and Australia (2 to 3 p.m.).

In these seminars, experts from Altios and Kidz Global will share critical findings in order to help companies assess best strategies for establishing and expanding sales activity in these areas. Areas of discussion will include market demographics and economic growth, children’s routines and play

preferences, cultural gift-giving occasions, brand awareness, primary retail and distribution channels, media opportunities, and more.

For example, preliminary research shows that Australia ranks number one in spending per child, and primarily sources products from overseas suppliers, particularly in the United States and Asia. Mexico is home to an increasing number of toy factories, thanks to the country’s numerous free trade agreements, its proximity to the U.S., and the quality and competitiveness of its workforce. And when it comes to American children’s toy preferences, games and puzzles, arts & crafts, and digital games rank highest.

“Companies considering global expansion need to ask themselves a critical question: is this market the right fit for my prod-uct line?” said Anne McConnell, TIA’s directory of market research and data strategy. “The Global Trade and Market Expansion program aims to provide participants with the business intelligence and consumer data needed to make informed decisions.”

Registration is required for TIA’s three-session Market Research Package. Participation is free for TIA members, and $179 for non-members for ei-ther one or all of the presentations. Toy Fair attendees save over $80 when they register for both TIA’s Licensing Content Connection and TIA’s Market Research Package.

To access TIA’s global market research reports, or for more information, visit the “Knowledge Network” section at www.ToyAssociation.org.

Toys Without Borders: IDENTIFYING Opportunities Overseas

23

TIA Education at Toy Fair 2015

INDEPENDENT THINKINGAs an independent or specialty retailer, you will find practical and useful information in all of our educational sessions presented specifically for you. Join us for a variety of topics held throughout the show.

TIA’S LICENSING CONTENT CONNECTIONExperts will share helpful insights for your business – whether you’re seeking to jump into licensing or expand your presence in this tremen-dous market segment.

GLOBAL TRADE AND MARKET EXPANSION Explore new frontiers for expanding your business in these insightful presentations examining the global marketplace.

SAFETY, COMPLIANCE AND ENVIRONMENTALCompliance with safety standards and environmental concerns are not afterthoughts in the development of today’s playthings. Find out what you need to know in these informative presentations.

CREATIVE FACTOR Sessions and demonstrations designed especially for the creative com-munity. Inventors, designers and anyone who wants to learn and be in-spired at the same time are welcome to attend. Creative Factor is hosted by Brett Klisch in partnership with Toy Industry Association, Inc.

SPECIAL SESSIONS HOSTED BY TIAToy Industry Association is proud to host a number of events for Toy Fair 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-nual General Meeting.

DIGITAL KIDS CONFERENCEThe 9th annual Digital Kids Conference is the must attend-event for brand owners, entertainment and media executives, marketers, produc-ers, digital media directors and licensing professional seeking to engage children online and on digital devices.

Sessions, times and speakers are subject to change. Additional fees may apply. Please visit www.toyfairny.com for details.

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

ALL DAY

8:00am–9:00am

8:30am–9:30am

9:30am–10:30am

9:30am–12:00pm

11:00am–12:00pm

11:00am–12:30pm

12:30pm–1:30pm

12:00pm–1:00pm

1:00pm–5:30pm

1:30pm–2:30pm

2:00pm–3:00pm

4:00pm–5:00pm

3:30pm–4:30pm

Digital Kids ConferenceSessions from 9:00am to 5:00pm. Register at

digitalkidscon.com; fees apply.

Digital Kids ConferenceSessions from 9:00am to 5:00pm. Register at

digitalkidscon.com; fees apply.

How to Strategically Use Licenses toBuild Your Business

Marty Brochstein, LIMAModerator

Introduction to Sustainability Reporting Don Mays & Kristen Sullivan,

Deloitte & Touche LLP

TIA Toy Safety Compliance UpdateNo registration required.

Free to everyone in cooperation with oursponsors ANESCO Group, TUV Rheinland of

North America and UL.

Global Research: Mexican MarketAlexis Martin, Altios International &

Philippe Guinaudeau, Kidz Global

Kickstarter Campaigns: Crowdfunding CaseStudies of Success & Disappointment

Panel Discussion

Tank Tales: How TV’s Shark Tank HasHelped Small Businesses Learn to Swim

Panel Discussion

Why Customer Service is NOT EnoughLisa Ford

Trademark Basics: What Every SmallBusiness Should Know Now, Not Later

Craig Morris, U.S. Patent & Trademark Office

Toys, Learning and Play: TechnologyMakes Learning Fun

Brought to you by the Digital KidsConference team and National Center

for Families Learning.

Licensing 101: Basics of Licensing ExplainedJessica Blue, Licensing Expo

TIA Annual General MeetingNo registration required. Open and free to all.

Global Research: U.S. MarketPhilippe Guinaudeau, Kidz Global

Anne McConnell, TIA

Using Licenses Creatively in anIndependent EnvironmentMarty Brochstein, LIMA

Moderator

Import Surveillance: Product SafetyTargeting at the Ports

20-20 ADS: Improve Your Average DailySale Up to 20% in 20 Days

Doug Fleener, Dynamic Experiences Group LLC

Cheaper, Better, Faster, Stronger: Launch a New Product from Your Desktop

Presented by Formlabs 3D

Sourcing in AsiaCharles Berzon, ProSource Global

Global Research: Australian MarketAlexis Martin, Altios International Philippe

Guinaudeau, Kidz Global

The Nuts and Bolts of Doing the DealWarren Tuttle, The United Inventors’

Association

Toy Trends BriefingOpen to all Toy Fair registrants, this

TIA-hosted briefing will highlight toptoy trends of 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.

24 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

Considered a staple of Toy Fair’s yearly educational programming, the Independent Thinking series offers free seminars tailored to the specialty toy retail community, providing neighborhood toy

store owners with tips and tools for growing their businesses. This year, on Saturday, February 14th, retail

expert Doug Fleener will share ways of iden-tifying key sales opportunities in his session “20-20 ADS: Improve Your Average Daily Sale Up to 20% in 20 Days.” The following day, Lisa Ford, creator of the best-selling video series “How to Give Exceptional Customer Service,” will share strategies and statistics for developing a devoted clientele during her presentation, “Why Customer Service is NOT Enough.”

Toy Fair Times caught up with Fleener and Ford for a peek into some of the business challenges — and solutions — their Toy Fair sessions will explore.

Toy Fair Times: What are some of the key sales challenges currently facing specialty toy stores?

Fleener: While many people might think the biggest challenge is 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 are impulse purchases. These sales obviously don’t happen if a customer doesn’t come into the store in the first place. That’s why doing more ac-tivities and events that give customers reasons to make destination trips are more important than ever.

Toy Fair Times: What will participants learn during your session “20-20 ADS”?

Fleener: An important metric, perhaps the most important, for a spe-cialty toy store is the average daily sale. Increase your average sale, and you increase your overall sales. It’s also a metric the staff can focus on with each customer.

In this program, participants will learn how to identify the opportunities

they have within their store(s) to increase their average sale. They’ll al-so learn dos and don’ts to increase their average sale. Finally, they also learn specific actions they can take immediately upon their return to work after Toy Fair. I will also be sharing some proven techniques they

can use with their staff. One of our clients was able to increase his store’s average sale by 15% in just one week using these techniques.

Toy Fair Times: Why is the customer experi-ence so critical in today’s retail market?

Ford: The experience is very important today because the customer has so many choices. And in many cases, it does not involve bricks and mortar. When a customer does choose you, the experience must dif-ferentiate your store in order to make a sale and gain repeat business. If there is no memorable experience and no value, then price becomes 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 to convince the customer they are in the “right place.” Those basics in-clude the welcome, responsiveness, knowledge, and creating a lasting impression.

Toy Fair Times: What can participants expect to get out of your session “Why Customer Service is NOT Enough”?

Ford: In my session, we will discuss how customers define quality service and how to deliver an experience that drives a relationship and 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-ference. This session will also provide strategies on developing the right team — hiring, training and leading. Customer service is NOT enough to attract today’s fickle and demanding customer. It is about delivering the basics and an experience that keeps them coming back and spreading great word-of-mouth about your store.

For more information about the Independent Thinking series, click the Knowledge Network tab at www.ToyFairNY.com.

Boost Your Business withIndependent Thinking

The 2015 Toy of the Year (TOTY) Awards – also known as the OSCARS of

the toy industry – will take place in New York City on Friday, February 13th as the official kick-off to Toy Fair week. Recognizing the top products and properties of the year, the highly regarded TOTY cer-emony annually honors the people and products that make the toy in-dustry great, while also supporting the philanthropic work of the Toy Industry Foundation.

This year’s TOTY Awards will take place from 6:00 to 11:00 p.m. at the Grand Hyatt Hotel in New York City. The playful evening will kick-off with a networking dinner recep-tion, followed by a cabaret-style

awards ceremony during which each of the category winners, the overall “Toy of the Year,” and the highly-coveted “People’s Choice” a w a r d w i l l b e announced. The celebratory eve-n i n g w i l l a l s o include the Toy Industry Hall of Fame induction ceremony [see related article on page 27]. Live musical perfor-mances, beautiful décor and tasty food items served throughout the night will add to the evening’s fes-tive air.

This year’s TOTY finalists were selected from over 600 nominees

submitted by companies last fall. Nomination committees com-prised of academics, journalists, toy trend experts, play therapists,

toy inventors/de-signers, and toy retailers narrowed the field to the fi-nalists, which were revealed at a na-tional press event held in November. The nominees rep-

resent 83 unique products and properties spread across 12 cat-egories – including Educational, Infant/Toddler, E-Connected, Innovative and more.

TOTY winners will be select-ed based on votes cast through

mid-January by mass and specialty retailers, journalists and bloggers, TIA members and consumers (who vote on www.ToyAwards.org). The overall “Toy of the Year” award will be selected based on votes received from journalists and bloggers, retailers and TIA mem-bers; the “People’s Choice Award” will be based exclusively on con-sumer votes.

Tickets to the TOTY Awards can be purchased online at www.TOTYAwards.org. Tickets are $375 per guest; sponsorships are also available. For more information, please email TOTY@toyassociation.org or call 646-454-5587.

TOTY 2015: Celebrating the Cream of the Crop in Toys and Games

25

Although many people might take toys and play for granted, the Toy Industry Foundation (TIF) and its generous toy

donors and partners recognize that not every child is lucky enough to have a toy to call his or her own.

Delivering the joy and benefits of play to chil-dren in need has been TIF’s core mission since the inception of its Toy Bank program in 2003. Over the years, the Foundation and its distri-bution partner, K.I.D.S./Fashion Delivers, have delivered more than $100 million worth of toys and games to children living in poverty, battling illnesses, dealing with the after effects of natural disasters, living on U.S. military bases, and go-ing through countless other difficult situations.

TIF had another exciting year of bringing magical moments and smiles to children in need of comfort and support. Thanks to the enduring dedication of the North American toy industry, in 2014 alone more than five million disadvantaged children in the U.S. and around the world received brand-new playthings – from cuddly stuffed animals and active toys to family board games and puzzles – including kids liv-ing as far away as Albania, Armenia, Romania, Zambia and Zimbabwe.

In partnership with Boys & Girls Clubs of America Military Services, TIF also delivered toys to 50 military bases at home and abroad. Special “Day of Play” events were held at six bases, providing food, fun activities and live en-tertainment for the families. TIF’s military toy distribution efforts help show our troops and their families that they are appre-ciated for the many sacrifices they make in service of our nation.

Last spring, TIF and national partner CASA for Children held their largest toy industry volunteer event to date, with over 170 play professionals gathering in Southern California to wrap spe-cial gift packages with donated toys and write personal notes of encouragement for 6,000 foster children waiting to be placed in loving, permanent homes. The 2015 “Play Your Part” volunteer event will take place on May 15th, and all toy industry volunteers are invited to attend or sponsor this important occasion.

Looking ahead, TIF will continue its na-tional partnerships with BGCA and CASA for children, and expand its efforts to comfort sick children in hospitals. Stay tuned for important announcements from TIF about new initiatives

to bring the therapeutic and healing power of play to children who are undergoing medical treatments or recovering from injuries.

“Toys have a tremendous impact on children. Play helps to relieve stress, strengthen familial bonds, and comfort children in times of dis-tress,” said Jean Butler, TIF Executive Director.

“Last year, TIF was able to reach 2 million more children than we did in 2013. Our goal for this year is to continue to grow our impact and reach by working together with the toy industry to

help children and families who are struggling.”TIF representatives and a team of Toy Bank

volunteers will be on-site at Toy Fair to collect donated products from exhibitors’ booths at the close of the show. Every company will receive a Toy Bank product donation form at their booth with donation instructions.

For more information about the work of the Foundation and ways to donate, vis-it www.ToyIndustryFoundation.org. Follow TIF on Facebook (Facebook.com/ToyIndustryFoundation) and Twitter (@ToyIndustryFndn) for up-to-the-minute Foundation news.

$100 Million in Toy Donations… And Growing

27

On Friday, February 13th – during the annual Toy of the Year (TOTY) Awards ceremony – the Toy Industry Association

(TIA) will induct two icons into the prestigious Toy Industry Hall of Fame: Pat Feely, Chairman of the Toy Industry Foundation and Retired CEO of Radica Games Ltd., and the late Leslie Berger, Founder of Cardinal Industries, Inc.

Nominated by industry peers and selected by TIA members and former Hall of Fame inductees, Mr. Feely and Mr. Berger were selected in rec-ognition of their significant contributions to the industry and the impact they have had on the lives of children through a lifelong commitment to toys and play.

Pat FeelyPat Feely is a 37-year toy

industry veteran who engi-neered the turnaround and expansion of two leading toy companies – Radica Games and Tonka. He also led the creation and growth of the Toy Industry Foundation, serv-

ing as chairman for eight years. During Feely’s nine-year tenure as President and CEO of Radica Games, the company tripled in size to become #2 in the electronic games category and a leader in toy technology, before being sold to Mattel in 2006.

As toy division president at Tonka, in 1986 Feely and his team quadrupled Tonka’s size to #6 in the industry by diversifying the company through the launch of Gobots, Pound Puppies and Sega’s Video Game System. While at Tonka, Feely led the rebirth of a dying iconic truck line, driving market share from 18% back to a dominant position of over 40% through creative marketing, retail promotion and product innovation. Feely’s service to the in-dustry has also included two years as chairman of TIA and six years as an advisor to the TIA Board of Directors. During this time, he helped form the Toy of the Year Awards program, diversified the TIA Board to include a wider spectrum of smaller com-panies and achieved several other key milestones.

Leslie BergerThe late Leslie Berger im-

migrated to the U.S. from Hungary at the outset of World War II to achieve the “American Dream.” Though he arrived at age 19 with just $7 in his pocket, Berger founded Cardinal Industries within

five years of his arrival. Headquartered in a small Brooklyn loft, the company’s first games (cre-ated with a single drill press) included mah-jongg sets, dominoes, poker chip racks and hula-hoops. Berger had a hands-on role in all aspects of the

growing business, including manufacturing, sales and deliveries. Always ahead of the game, he was licensing before it was fashionable, securing the license to General Hospital from ABC in the early 80s. At that time he also recognized Asia’s growing importance and became involved with Chinese factories, while always maintaining a U.S. manu-facturing plant. Berger became actively involved in Toy Manufacturers of America (TMA) (now the Toy Industry Association), serving on the TMA board for many years. Today, Cardinal Industries is one of the oldest privately owned toy business-es in the U.S. Under the direction of Berger’s son, daughter and grandson, Cardinal globally distrib-utes a wide array of classic and licensed board games and puzzles.

Mr. Feely and Mr. Berger will join an impressive roster of 67 individuals who have been previously honored for their significant contributions to the growth and success of the toy industry since the Hall of Fame was established in 1984.

The 2015 TOTY Awards will take place on Friday, February 13, 2015 from 6:00 p.m. to 11:00 p.m. at The Grand Hyatt Hotel in New York City. Tickets may be purchased online at www.TOTYAwards.org.

Leslie BergerPat Feely

the 2015 Inductees into the Esteemed Toy Industry Hall of Fame

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Toy Fair 15 Blue Plate Media AD_Layout 1 11/25/14 3:39 PM Page 1

28 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

Network with industry peers. Gain key business intelligence. Stay at the forefront of industry innovation. These are some of the many reasons that play professionals from around the world annually gather for

PlayCon, the Toy Industry Association’s (TIA) annual International Conference of Play Professionals.

Taking place this year in Scottsdale, Arizona on April 29-May 1, 2015, PlayCon will once again feature a robust roster of industry attendees, in-cluding representatives of major retailers, global consultancies, stakeholder groups, and toy companies of all sizes.

The Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch will provide the backdrop for the three-day event. Delivering the keynote ad-dress this year will be Gary Grant, founder of The Entertainer, the largest independent toy retailer in the United Kingdom. Established in 1981, today The Entertainer operates 104 stores across the UK. Grant

was recently named a recipient of the British Toy and Hobby Association’s Lifetime Achievement Award, issued in exceptional circumstances to individ-uals who have made a truly outstanding and significant contribution to the toy industry.

“Gary Grant is known throughout our global industry as an astute entrepre-neur,” said Marian Bossard, senior vice president of global market events at TIA. “We are very pleased to have Gary join us at PlayCon this year and share his invaluable insights into the reality of today’s global toy market.”

Rounding out the event’s agenda are several general assembly presentations from industry experts, as well as networking lunches and evening receptions, offering attendees ample time for both educational and social activities.

“[PlayCon attracts a] really great group of welcoming individuals happy to share ideas and opportunities,” Euromonitor’s Kate Dall Ninke said of her PlayCon 2014 experience.

In addition to the many opportu-nities for professionals from across the industry to network in a relaxed, intimate setting, PlayCon provides par-ticipants with cutting-edge research and business intelligence needed to stay actively engaged in today’s rapidly evolving play space.

“I guarantee you will leave learning something new and exciting. [It’s im-portant to] stay on top of the changes going on, and PlayCon is a good way to do that,” said Cathy Shull, president of SilverLit Toys.

“If you have younger members of your team, bring them to the confer-ence,” Shull added. “It wakes them up and encourages them to be a part of one great big team working together to make the toy business a better place together.”

Serving on the PlayCon 2015 Committee is Bob Wann, Committee Chair, CEO of Patch Products; jane Ritson-Parsons, Vice Chair, Hasbro, Inc., Joel Berger, Cardinal Industries, Inc.; Kathleen Campisano, Barnes & Noble; Mary Couzin, Chicago Toy & Game Group; Richard Gill, former co-owner and de-veloper of the Pictionary brand; Sharon Hartley, Toys R Us; Jeffrey Kennis, Enchanted Moments; Shirley Price, Funrise Toy Corporation; and Manuel Torres, Nickelodeon Consumer Products.

Blue Plate Media Services, Freeman and Global Experience Specialists (GES) are generous sponsors of the 2015 event.

Visit ToyAssociation.org/PlayCon for additional information about the event.

Gain Actionable Insightsat PlayCon 2015

30 FEBRUARY 14-17, 2015 | NEW YORK CITY

www.ToyFairNY.com

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For complete details on room availability and a list of shuttle buses servicing the hotel you choose, please visit www.toyfairny.com

*Hotels are subject to change so visit our website for up-to-the-minute lists

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toy fair shuttle—the perfectnew york

combination!Toy Fair’s official hotels offer the best rates when you book through Travel Planners. PLUS when you stay at an Official Toy Fair Hotel you won’t have to fight the crowds for a taxi – shuttle buses are available every day of the show and they are FREE!