tia happenings
PLAY FAIR:
NEW YORK CITY’S COOLEST PLAY EXPERIENCE FOR FAMILIES by KRISTIN MORENCY GOLDMAN, communications specialist and journalist, TIA
IMAGINE AN EVENT WHERE TOY lovers both young and old could interact with their favorite toy and entertainment brands, play with never-before-seen exclusives, and be among the first to glimpse the toys of tomorrow. In February, this experience will become a reality when Play Fair—“a celebration of play and entertainment for all ages”—opens its doors in New York City during Toy Fair week. Hosted by the Toy Industry Association (TIA) and LeftField Media, alongside presenting sponsors Nickelodeon and Lego, Play Fair will take place Saturday, February 13 and Sunday, February 14 at Javits Center North. “Play Fair is TIA’s first-ever major consumer event,” says Marian Bossard, TIA senior vice president of global market events. “Unlike Toy Fair, which is open to trade guests
and media only, Play Fair will allow children, parents, and collectors to play and interact with new and nostalgic toys and brands in a family-friendly setting. It’s also an important opportunity for toymakers to bring beloved products to life and engage with their end user—the child and their family.” At the heart of Play Fair will be immersive experiences, including toy reveals, photo ops, character interactions, stage performances, author readings, celebrity signings, live music, and giveaways, along with special activities to celebrate Valentine’s Day. Retail areas will allow attendees to purchase show exclusives, limited-edition products, and rare variants of beloved toys and games. Through the Play Fair Ambassador Program, key influencers—including
vloggers, YouTubers, bloggers, and toy reviewers—have also been invited to participate in panels and meet and greets. As of press time, the event’s impressive lineup of sponsors includes presenting sponsors Lego and Nickelodeon, as well as Mattel, Hasbro, Crayola, Toys “R” Us, Warner Bros., and dozens of additional brands preparing memorable experiences for kids, families, and toy enthusiasts. “We’re thrilled to see how so many major toy brands are sharing our vision for Play Fair,” says Bossard. “These are brands that understand the power in creating engaging, playful experiences for their fans, and we can’t wait to see that vision come to life at this one-of-a-kind show.” While Play Fair will overlap with TIA’s Toy Fair, the two events are entirely separate. Play Fair will be open to the general public, including children, whereas Toy Fair will remain open only to toy industry professionals and approved media, and closed to children under 18. Separate registration is required to attend each event. For more information about Play Fair, including registration fees, visit www.playfairny.com and follow the event on Twitter (@ playfairny) and Facebook (www.facebook. com/playfairny). » As the TIA’s communications specialist and editor of its Toy News Tuesday e-newsletter, Kristin Morency Goldman stays abreast of the latest economic data, safety standards, trends, and toy-, play-, and youth entertainment-related news.
TOYBOOK.COM | DECEMBER/JANUARY 2016 | THE TOY BOOK 7