Steve Pasierb
LICENSE TO THRILL As president and chief executive of the North American Toy Association, no one is better equipped to assess the health of the industry than Steve Pasierb. As the industry gets ready to hit London’s Olympia, Jack Ridsdale sat down with Steve to get the rundown on the biggest toy event in the US, licensed toys and the future of the Toy Association.
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s retailers, suppliers and industry hangers on explore the vast halls of London’s Olympia venue at this year’s BLE, their minds may be cast back to industry shows of years past. No doubt, the most memorable show for all those lucky enough to attend is the New York Toy Fair. With its sprawling show floor hosted at the big apple’s famed Javits Centre, the vibrant trade show plays host to over 30,000 attendees, showcasing the latest in innovation and creativity in the ever-changing toy space. For those exhibiting at BLE, images of the show’s extensive licensed categories will spring to mind, an aspect of the space that Steve Pasierb, president and chief executive of the North American Toy Association is quick to highlight. “Licensed toys continue to be a strength, driving about 30 per cent of annual toy sales here in the US,” enthuses Pasierb. “Assuming that entertainment companies and brands continue to produce new content that engage consumers and create new properties, and that toy manufacturers continue to
make creative and innovative licensed toys, aggregate sales should do well in 2018 and beyond.” The space is undeniably one that is growing ever stronger by the day, boosted by the latest brand’s willingness to expand and take chances in a more diverse variety of categories. “Star Wars: The Last Jedi, The LEGO Ninjago Movie, and Justice League are just a few examples that promise to propel the licensed toy business,” continues Pasierb. “We’re seeing a range of products – from infant and preschool, to vehicles, to games. Best of all, these toys are hitting on the emotional aspect of a licensed character or storyline, while also deepening classic play patterns like role play, active play, arts & crafts, and so on.” However its not all positivity in the licensing sector. While the winter slate of family-friendly blockbusters look to re-invigorate toys with new life, Hollywood’s summer offering limped in with high profile releases, consistently disappointing with their box office returns. “Clearly, the US summer box office was a disappointment,” comments Pasierb. “I believe toy
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