4 minute read
Q&A - Toy Previews LA
California dreaming
Toy World spoke to Jonathan Busher and John Ollen – the two men credited with establishing the 1960 Building and other showroom locations in El Segundo –to hear how this year’s LA Preview trip is shaping up.
Do you expect more companies to be taking showrooms in El Segundo this September?
Jonathan: The www.toypreviews.la website currently has over 200 companies listed as Exhibitors and more are registering every day. These registrations don’t include those companies located at the Toy Association Building, and my estimate is that there will be more than 300 companies showcasing their products in LA during September, which is a significant increase compared to 2024, when it was just under 200 companies. Another indicator of the growth is the number of people registered to attend the Toy Association building opening on 8th September and the 1960 Networking Party on 16th - at least 300 people are expected at each event.
Any feel for attendance from retailers and distributors; will there be a similar number or more? Do you think they will come for longer or a similar length of time?
Jonathan: I can only talk about our meeting schedule at Spider Global, and this is already at more than 90 distributors and retailers across the main two weeks of the show. There are certainly many more people visiting this year and, as we get closer to the trip, I am sure FOMO will have an influence, and the numbers will grow further.
John: The number of international firms currently booked in the buildings I look after - 1960 on Grand, OPEN and 400 Continental - make up approximately half of the firms represented. Spanish and Chinese firms have had the largest growth over the last 18 months
Jonathan: Apart from US visitors, Europeans were the first adopters to attend LA in September, and we are now seeing many more from Asia and South America in particular.
How do you see the tariff situation impacting this year’s event (presumably the news of a further 90 day extension will be a big help)?
Jonathan: While tariffs are a major consideration for all companies looking to sell to the USA, for many non-US-focused companies - who make up a significant proportion of the people coming to LA - the opportunity to meet customers is overwhelmingly positive, and I see an exciting September as the toy industry comes together looking for every possible route to do business
How is the team behind the 1960 Building helping to support the toy community during Preview weeks?
John: Over the last several years we have honed our approach regarding permanent showrooms, constructing spaces that are the right size and which reflect the needs of firms looking for a showroom. Although it is a lot of work, we continue to offer temporary showrooms to firms so they can establish a presence in El Segundo and participate in the Previews. The great majority of our permanent tenants are firms which leased temporary space with us at one time. It’s a logical progression.
Anything else we should share with our readers…
John: One of the things that gets lost in the conversation about El Segundo is its location. The residential section of the city is quaint, yet it hosts multiple Fortune 500 firms in the designated business zone, where the El Segundo Toy District resides. There are numerous restaurants and other entertainment venues not only in El Segundo, but in the neighboring communities of Hermosa Beach, Manhattan Beach and Marina del Rey. The weather, especially in April and September, is some of the best that southern California has to offer. There are over 5,000 rooms within a 5-mile radius of the Toy District, while Los Angeles International Airport is only a 5-minute Uber ride away. One of the comments I hear constantly is how much people enjoy their stay here. I’m a long-term resident of El Segundo and I consider myself very lucky to live here.
Jonathan: There has been a lot of financial investment and effort from many companies to build a permanent home for the worldwide toy industry in El Segundo. With the support that is already evident, I am sure it will be our home for many years to come. If you’re not coming, you are missing out on something very special.
