This weekend, the 2017 Toy Industry Association™, Inc. (TIA) Toy Fair will be held at the Jacob Javitz Convention Center in NYC.
From Saturday, February 18th through Tuesday the 21st, vendors will gather from all over the world to showcase their latest products and ideas for the 2017 season.
Produced by the TIA, a not-for-profit trade association, the Toy Fair represents businesses of all sizes that are involved in the creation and distribution of toys and youth entertainment products.
Floor space at this exclusive, 4-day event can cost vendors into the thousands of dollars, but the rewards can be well worth the investment if the exposure results in a large buy or lucrative contract. At the Toy Fair, it is not unusual for new and unknown toys to be launched, virtually overnight, to the top of the market.
One of the reasons that vendors pay such a high price for prime exhibition space is the possibility of attracting vital media attention. For the new company or inventor, it is essential to have their products covered by the media to build excitement and, hopefully, a significant online following.
However, this year’s Toy Fair is under fire from the local media for excluding local news and radio stations from the convention.
Local media entities were left hanging and ultimately ignored after they placed calls and emails into the press department of the TIA, led by Adrienne Appell, the Director of Strategic Communications.
In light of this flagrant failure to acknowledge legitimate questions about the event, several media outlets have refused to cover the Toy Fair.
This has left many vendors and other media outlets wondering why the Toy Industry Association would support Appell and her department’s actions – especially when this loss of media attention negatively impacts people who are paying big money for space at the event.