and the life blood of a B2B platform like the Toy Fair.” A huge amount of work goes into the toy fair’s versatile ToyKnowHow offering. “Editorial work has increased to such an extent that we now work together with three trend experts,” says Ulrich. They give talks during the fair together with other experts at the Global Toy Conference or Toy Business Forum, and post contributions on the ToyBlog at YourToyCom. However the Toy Fair has not only made a name for itself as an information pool, but it is also regarded as a promoter of the industry and acts as an interface between manufacturers, retailers, and end consumers. The coveted ToyAward, bestowed at every toy fair, serves as a reference for retailers and consumers alike. “When companies submit their products for the ToyAward, our headquarters turns into the colorful toy town familiar to everyone who knows our ads,” says Ulrich. “All the offices are jam-packed with toys and the team meets to assemble and try them out. We have been known to play the night away.” By the time the fair comes around, the organizers are in top game form. It is therefore no accident that the fair nights are as big a hit as the fair days. This is illustrated by the many events, such as the opening ceremony and ToyNight, which both take place during the Toy Fair. Ulrich says, “The icing on the cake is that they are great fun as well,” says Ulrich. “And what better an atmosphere
DECEMBER/JANUARY 2014
to cinch business deals over a glass of good wine?” More about the organization team’s complex move to the fair grounds and the final preparations at the Nuremberg Exhibition Center will be featured in the next issue of The Toy Book. ■ The GLOBAL TOY CONFERENCE at Spielwarenmesse 2014 takes toy retailers on a journey into the future to find out who their cus-
tomers of tomorrow will be. Only brick-and-mortar toy traders can
offer their customers a unique shopping experience by inspiring all senses. Meeting customers face-to-face in the shop gives retailers
the perfect opportunity to advise them professionally and person-
ally. The Global Toy Conference shows them how to strategically
control the core marketing tools of their trade: pricing strategy,
product presentation, and sales methods. Visitors only interested in one or two of these topics can book each module separately. The
complete program is available at www.globaltoyconference.com.
Readers of The Toy Book, which is a member of ITMA (Inter-
national Toy Magazine Association), can exclusively buy tickets at a special price. See ITMA coupon below for more details.
THE TOY BOOK • 17