66-67-69 Toy Fair.qxp_NEW LSB 2008 GRID 05/01/2018 10:50 Page 67
TOY FAIR ACTION
Inset: Some 1,000 toy companies from across six continents will exhibit at US Toy Fair.
The New York hot list
“Clearly factors such as TV and movie schedules will have an impact on what type of products are launched. Star Wars, Marvel and Pokémon are good examples of the influence films and crazes can have on our sector,” Majen continues. “However, we only have to look at certain evergreen licensed properties – PAW Patrol, Peppa Pig and Power Rangers to name a few – that we see return each year with innovative new products to launch to market. Different licences may take prominence each year, but it’s less of a fluctuation and more of an upward curve.” For brand owners, Toy Fair is a great opportunity to identify new trends, see the new properties coming through and spot emerging toy formats. Graham Saltmarsh, director of licensing UK and Nordics at Cartoon Network Enterprises EMEA, says: “The toy and licensing industries go hand in hand and the show provides the perfect chance for us all to come together under one roof. London Toy Fair is a fantastic way to kick start the busy international toy fair season. At a local level, we find that the show really sets the scene for the year ahead and opens up conversations for the next 12 months.” Lisa Macdonald, vp consumer products and TV sales EMEA at Silvergate Media, adds: “The show also provides a crucial chance for new
Running from February 17-20, the North American International Toy Fair is the largest toy trade show in the Western Hemisphere. Some 1,000 exhibiting toy companies from six continents will showcase their toy lines to more than 30,000 visitors. A Launch Pad area will exclusively feature first time exhibitors and, in total, the show will take up more than 40,000 net square metres at the Jacob K Javits Convention Center. Master toy licensees will be well represented across the show floor including the likes of Mattel, Jakks and Gund among others. Marian Bossard, evp global market events at the US Toy Association, says: “Licensed product plays a very big role [at the fair] as exhibiting companies that have entered into a licensing partnership place their hopes on their product, in their category, to be a major success at retail. Retailers are looking for winning concepts connected to properties that show great promise.” As well as on the show floor, licensed product will be evident across other areas of the show. It will kick off with a character parade and ribbon cutting ceremony, while there will also be a five-session Licensing Content Connection programme, developed and delivered by LIMA and UBM. In addition, the Toy of the Year Awards gala (held on February 16) includes a Licensed Property of the Year category.
licensed toy ranges to be presented to a wide variety of retailers under one roof, and for UK buyers to have hands-on Inset: The importance of experiences of licensing is reflected in the number of products new lines.” launching at Toy Fair For BBC each year, says the BTHA’s Majen Immink. Worldwide, licensees including Golden Bear, John Adams and Character Options will be unveiling key new ranges in London. Jason Easy, head of licensing, says: “The moment you walk through the doors of Olympia, you can see the scale of influence that licensing has over the UK toy LICENSING SOURCE BOOK EUROPE 2018
67