All the fun of the fair – with a very serious message

Total Licensing’s Editorial Director Becky Ash Ffrench once again had the privilege to form part of the international media delegation invited by The Toy Association, at last week’s Toy Fair New York.

MESH, tariffs, Stitch, top toy trends, and geo-political atmosphere…

It is always a pleasure to step into the Javits centre to be greeted by the glittering spectacle that is the beginning to Toy Fair – and this year was no exception! As visitors milled around collecting badges and chatting, they were greeted by the colourful and busy character parade, showcasing some old favourites, as well as new characters.

The start to Toy Fair came the morning after the evening of the glittering ceremony for the Toy of the Year Awards, held at the prestigious Cipriani. The excitement in the vaulted restaurant was palpable, with mingling, networking and fun being had over some very delicious signature cocktails.

The RealFX Disney Stitch Puppetronic (WOW Stuff!) — a cuddly animatronic puppet based on the popular alien character — earned the prestigious “Toy of the Year” award, in addition to taking home the “Tech Toy of the Year” award. Story Time Backgammon (Story Time Learning), a unique story-based board game teaching kids as young as 3 how to play one of the world’s most popular games, took home the “People’s Choice” award for pulling in the most online votes from consumers.

TOTY awards were also handed out in 16 categories and given to the following:

• Transformers One Power Flip Optimus Prime (Orion Pax) (Hasbro, Inc.): Action Figure of the Year
• Deddy Bears Plush in Coffin (Innov8 Academy): Collectible of the Year
• Gecko Run: Marble Run (Thames & Kosmos, LLC): Construction Toy/Playset of the Year
• Mini Brands Create MasterChef (ZURU, Inc.): Creative Toy of the Year
• 12″ Rainbow Brite Doll (The Loyal Subjects): Doll of the Year
• National Geographic Epic Circuits Science Kit (Blue Marble): Educational Toy of the Year
• UNO Show ’em No Mercy (Mattel, Inc.): Game of the Year
• LEGO Ideas JAWS (LEGO Systems, Inc.): Grown-Up Toy of the Year
• Scan & Sort Grocery Cart with Lights and Sounds (The Radio Flyer Company): Infant/Toddler Toy of the Year
• Bluey (BBC Studios): License of the Year
• PoppinColorz Hydra 2-in-1 Blaster (South Beach Bubbles): Outdoor Toy of the Year
• Emotional Baggage (Solobo Toys): Plush Toy of the Year
• Melissa & Doug Sort, Stock, Select Wooden Vending Machine Play Set (Spin Master Corporation): Preschool Toy of the Year
• HEXEL (Plus-Plus USA): Specialty Toy of the Year
• RealFX Disney Stitch Puppetronic (WOW! Stuff): Tech Toy of the Year
• RoboRails: The Robot Monorail System (Thames & Kosmos, LLC): Vehicle of the Year

During the evening, toy industry trailblazers Maxine Clark, founder & former chief executive bear of Build-A-Bear Workshop; Sharon DiMinico, founder & chair of Learning Express Toys; and Professor Erno Rubik, inventor of the Rubik’s Cube, were inducted into the esteemed Toy Industry Hall of Fame. The Hall of Fame’s posthumous inductees were honored with a special tribute and include Edwin S. Lowe, founder of the E.S. Lowe and Company; Charles Pajeau, founder of the Toy Tinker Company & inventor of Tinkertoy; Marty Scheman, CEO of Illco Toy & President of Tyco-Preschool; and Izannah Walker, American dollmaker & inventor. All seven Toy Industry Hall of Fame inductees are showcased in a state-of-the-art exhibit at The Strong National Museum of Play in Rochester, New York.

Proceeds from the awards program and event supports The Toy Foundation (TTF), the philanthropic arm of The Toy Association, which delivers play to millions of children when they need it most.

The awards firmly cemented the beginning of Toy Fair New York – the largest Toy Fair in the Western hemisphere.

It was a pleasure to attend the press briefing with Greg Ahearn, president and CEO of The Toy Association, where he made some exciting announcements (see below) – but also immediately addressed the (by the end of Toy Fair, confirmed) announcement from President Donald Trump of the planned extra tariff on Chinese imports to 20%.

‘With small businesses making up over 90% of the American toy industry, it is untenable. The tariffs will have huge ripple affects – on toy prices, inflation, and American jobs.’

Ahearn noted also that, after decades of trusted relationships with manufacturers in China, the extra charges potentially open the floodgates to diminishing safety standards, counterfeit products and other problems, as well as the fact that for many toy companies, manufacturing on American soil only is an impossibility. He commented that, while not opposed to a certain level of tariff existing, the Toy Association has a committed advocacy group in Washington – aiming to outline the very long-reaching and difficult effects of these decisions. The Toy Association has long lobbied – since Trump’s first term – to make the toy industry exempt from extra tariffs.

‘At the end of the day, those who will feel the negative effects are our children, the future of tomorrow. We all know that play is an essential tool for all children, for their education, their emotional and mental health, and socialisation. The Toy Association will continue to work at our very hardest to ensure that children remain at the forefront of any decisions made.’

However, there was much to be positive about, of course. Ahearn announced the creation of its new Toy Building in Los Angeles, where toy organisations from around the world can create year-long showrooms – in the heart of the toy district in El Segundo.

‘This state-of-the-art building in the heart of Los Angeles’ toy district is designed by toy people for toy people. The Toy Association is delighted to help companies grow their businesses in the coming years and gain an all-year visibility to their offerings.’

Ahearn confirmed that, in its 119th year, visitor numbers were over 20,000, with 23 of the top US toy retailers in attendance. In fact, Toy Fair this year covered the area space of eight football fields. Certainly glad I wore comfortable shoes! In total, 75 countries’ retail buyers were represented, as well as every state in the US.

As Ahearn concluded briefing the trade press, Toy Fair was buzzing all around us – Maura Regan, President of Licensing International was giving a talk at the Toy Fair University of the importance of licensing and how much growth it can add to a company, outlining how the multi-billion toy and licensing industries live side-by-side and go hand-in-hand.

The 20,000+ visitors to Toy Fair engaged with the vibrant show stands – many of whom offered interactive examples of their products. From a magic show on one booth, to ‘bling’ added to women and men’s hair on another, from romping inflatable dinosaurs, slime, wooden trains, giant Oreos, superheroes, princesses, shrieking inflatable chickens – the slogan for the show this year was ‘Toy Fair is back!’ and it certainly felt like it was. There was a palpable energy on the show floors, with all the colours, noise and light you would expect from over 850 exhibitors.

Often, people ask the same thing. ‘What’s THE toy this year? What’s the big news?’

Of course, there are many answers to this. I think gone are the days where there was just one toy on everyone’s lips. Now it is more concurrent to see the THEME of the year – in this year’s case, there were many themes. There was much evidence of STEM, of course – and the newer acronym, MESH – Mental Emotional and Social Health – where toys are really resonating not just with science and mathematical education but with the complete health of the a child, from educational to mental health. This was evident in many of the stands on the show floor.

As was Stitch! With a new movie coming to screens later this year, I think I lost track of how many different iterations of the huggable character I saw. Other big brands on the show floor were Bluey, Wicked, Squishmallows, Pokèmon, and the ever-present them of nostalgic for today – touring the Tamagotchi stand certainly brought it home to me that I had never managed to keep my own electronic pets of back in the day alive!

Tech, it goes without saying, is playing a bigger and bigger role in many toys, as is personalised customisation – adapting play experiences to different lifestyles and preferences. Similarly, a majority of parents note that children will now ask for a toy that they have either seen advertised online, or by an influencer on social media, this is hugely affecting purchasing decisions.

Collectibles are still a vast part of the industry – again, with a slight twist, such as Moose’s recent launch of its blind-bag slime Giu. I noticed the higher-end collectible offering was strong this year, with examples from hand-crafted Godzilla figures to life-size home-playable arcade games.

Perennial favourites, too, take centre stage. New iterations of everything from Jurassic World to Teenage Mutant Ninja Turtles, Star Wars, Power Rangers, Furby are striking an ever-popular chord with new generations. Funko has really tapped into licensing, and it was great fun to tour their stand and see all the ways it is possible to build a mini universe out of many different brands,

The LEGO stand was a particularly impactful one – laid out like a romantic walk through a grassy park with intricate bouquets of flowers made from LEGO bricks, it certainly created a splash, as well as having the traditional giant LEGO brick wall where people could leave any message they wanted.

Is Toy Fair ‘back?’ I believe it most certainly is. There was an incredible buzz on the show floor, and as well as serious business being done, people were having FUN – and, geo-political storms aside, the toy industry is just moving with the times, bringing incredible innovation, creativity and play to every corner of the globe.