It seems to be an annual event: as children’s products ship to retailers in late August, companies start feeling more comfortable about meeting their sales goals. Timing coincides with the winding down of summer vacations and the realization that the next year’s annual sales season will begin in a few short weeks in Dallas at the Fall Toy Preview and in Los Angeles at various private toy company events. Almost every year this leads to a big surge in search starts and hiring in late August and September. A surge that this year did not come.
Up until late August, we at Toyjobs saw toy industry hiring as quite strong. In 2012, things turned the corner and 2013 was looking like a return to “not quite normalcy.” Toy industry hiring in early summer was even better than the average during good times, but when late August arrived, not only was there no surge, but activity fell off the table. During late August and September – it was dead.
First off, spring and summer toy sales were extremely sluggish. Also, retailers were very cautious about inventory – ordering smaller numbers and bringing goods in later than ever before. This, in turn, made toy manufacturers nervous.
Coming into the Fall Toy Preview, I was, unfortunately, pretty well-rested and the paper piles in my office were beginning to look small. The good news was that, as I was arriving in Dallas, children’s products were beginning to arrive in bulk to the U.S. Toy companies have now begun to feel better about themselves and search starts have rocketed. Toyjobs is currently in talks with a wide array of companies about to begin new talent searches. Those searches haven’t hit our job board (Current Toy Jobs) yet but stay tuned, they’ll be posted in the coming weeks.
As for the show itself, it seemed noticeably less busy than last year. As always, Carter Keithley and his TIA team put on a superb event, but it just looked like there was quite a bit less traffic. I don’t have the official numbers, but my unscientific survey had three components. First, the Starbucks line was much shorter than last year. Second, the great opening party thrown by the TIA seemed less well-attended. Lastly, it is important to remember that foot traffic at this show can be much higher than it appears because so many people spend much of their day tucked away in little cubby holes. My favorite “metric” is to simply look over the railing down to the lobby floor at lunchtime. This, too, proved to be disappointing. Even when I went down to lunch myself, although the cafeteria was full, I never had any trouble finding a table.
I’m NOT privy to ANY official discussions, but in my gut – I give the show three years…and my guess is that in year four, the Fall Toy Preview constituted as it is now in Dallas will be no more. I certainly hope that is not the case. We all know the reasons that this show is faltering: large toy companies holding private events in LA during the following weeks, buyers making oddly timed trips to Hong Kong, high trade show costs, etc. I’m sure that the TIA and the TIA Board have talked about this until they’re blue in the face, but I would suggest giving a member of either of those groups your input – whatever that input may be. One thing that is glaringly obvious is that there is a disconnect when the TIA Board is largely made up of representatives of companies who do not support TIA events intended to strengthen the toy industry as a whole. With broad input, hopefully a solution can be found that works for everyone.
Just my two cents,