Once upon a time, in a land far far away and a long long time ago…..
…..there was a New York Toy Fair. It all kicked in on a Friday night with the Toy of the Year Awards. The night belonged to MGA Entertainment as L.O.L. Surprise was named Toy of the Year. In accepting of the award, company president Isaac Larian was surprisingly well behaved…mostly. L.O.L also garnered awards for Doll of the Year and Collectible of the Year. As usual, Mattel and Lego also had good nights each winning several awards although Hasbro was strangely absent.
I always enjoy seeing smaller and newer companies win and it was great to see WOW! Stuff’s Harry Potter Invisibility Cloak and Zuru’s RainboCorns Sequin Surprise take home the hardware. I also enjoyed seeing Playmobil take home an award as I can’t recall them winning one before.
The big innovation of the night was the shout out to toy creators and designers. These people are the soul of our industry and deserve much more recognition than they regularly receive. It was a good move to see them recognized on the screen but they should be put in the evenings program and anywhere else we can think of as well.
The Toy Association did its usual suburb job organizing and hosting the event. The only thing I’ll note is that we seem to be running out of room-we may need a bigger space. It’s a credit to the Toy Association that more and more people are attending this event every year.
As I hit the world’s hardest floors at the Javits Center on Saturday morning the word on everyone’s lips was “Shaq….” “Shaq…” “Shaq….” As the larger than life Shaquille O’Neal cut the ribbon at the opening ceremony. Kudos to Basic Fun for the landing him as the spokesperson for their Tonka brand. That coup should help them drive a lot of business.
I spent most of Saturday on the main floor and while attendance seemed a little light it was picking up by the afternoon. That had to be expected as travel restrictions and the closing of the China Pavilion meant that much of Asia was not in attendance. I spent much of Sunday in “the basement” and traffic appeared to be stronger.
It wouldn’t be a New York Toy Fair without the Women In Toys Wonder Women Awards dinner. Genna Rosenberg and Jennifer Caveza did a fantastic job as always. Everything appears to run so smoothly but there must be a lot of scrambling behind the scenes to put it all in place. Maybe I’m wrong about that. Maybe they just have it down pat. The event has grown to be so popular that like the TOTY’s they may need a bigger venue.