Visit Now Visit Now Visit Now Visit Now Visit Now Visit Now Visit Now
Kids Turn Toy News

American International Toy Fair Opens Today in New York City

Toy Fair 2010 Top Trends, Toys, Characters and More Take Center Stage at the Javits Center

NEW YORK, February 14, 2010 – Revealing a massive toy box of play and possibilities, the 107th American International Toy Fair opened its doors moments ago for a four-day run in New York City.

Owned and operated by the Toy Industry Association (TIA), the annual trade event is expected to bring to the Jacob K. Javits Convention Center more than 32,000 attendees – including more than 21,000 retailers, wholesalers, importers, buying groups and trade guests from nearly 100 countries. The 16,000+ pre-registered buyers represent more than 7,900 unique retailers. Over 1,100 exhibitors – including 285 first-timers and representing more than 20 countries – fill nearly 345,500 net square feet of the facility’s exhibition space.

Show organizers estimate the number of unique products on display to be well over 100,000; thousands of these products (each destined for toy shelves throughout the year and into the fourth quarter holiday shopping season) will make their U.S. debut at Toy Fair 2010.

The largest toy trade show in the Western Hemisphere, the annual Toy Fair showcases the excitement, innovation and inspiration behind the USD $75 billion global (USD $21.4 billion) toy industry.

“Toy Fair marries the creative spirit of the industry with the business focus required to preview product, write orders and strike the next big deal,” said Carter Keithley, president, Toy Industry Association.

The show kicked off this morning with a playful feel during a ribbon-cutting ceremony featuring a parade of characters and a high energy marching band. Buyers surged the aisles to kick-start their buying season and search for the next runaway hit.

The show floor’s twelve (12) Product Zones have been designed to save participants time and enhance their experience. New this year, the Earth-Friendly Product Zone showcases exhibitors who offer green/eco-friendly/sustainable toys. The total Toy Fair playground includes: action figures and dolls, games and puzzles, construction toys, arts and creative activities, bicycles, tricycles and ride-ons, radio-controlled vehicles, infant and preschool toys, cars, trucks, and trains, puppets and plush, audio and video cassettes, computer software and video games, playground and sporting equipment, Halloween, Christmas, books, stationery, party supplies, and much more.

“This year we are seeing more toys than ever before that incorporate multiple levels of play for a very attractive price,” said Reyne Rice, TIA toy trend specialist. “Toys are keeping kids engaged whether through physical activity, entertainment and empowerment. Families will be delighted with the fresh and fun choices they will find on the retail shelves this year.”

The major trends already spotted on the show floor this year have been dubbed the “Four A’s” and describe products that are Active, Accessible, Affordable and Aspirational:

  • Active toys encourage little ones to use their minds and bodies – tying together physical play with active intelligence and imagination. Examples of products within this category range from brain teasers and creativity generators to exercise toys that keep the body up and moving.
  • Accessible toys refer to the category of products that make playtime available to kids and families wherever they are – whether on-the-go or in the home. Many connect kids to their favorite characters 24/7 through online or travel play through iPhone or mobile applications and e-reader programs that offer playable content for kids.
  • Affordable toys are part of the “economy” trend that gained traction in 2009 as consumers continued to face challenging economic times. This year there are even more affordable toy options priced at $25 and under – all with tons of value built in. The types of toys in this category range from action figures and dolls to accessories and child-size role-play options. Construction toys, games and arts and crafts are priced at pennies per play due to their reusable nature.
  • Aspirational toys are a new category of products that empower kids to make their own choices. These toys include eco-friendly products that help to make the world a greener place, foster innovation and creativity, and embrace community-strengthening activities such as mentoring and charitable giving.
Additional information about the show is available online at www.toyfairny.com.

Up-to-the-moment updates across the show floor – along with educational seminars, drop-in learning centers and special events – can be found online at Happenings @ Toy Fair, on Twitter (#toyfairny and #toyindustryassn), Facebook (Toy Industry Association), and the Toy Talk blog.

Daily updates on Kids' Turn Central in our Toy News section.


News | Toy News

About the American International Toy Fair®
American International Toy Fair is the largest toy trade show in the Western Hemisphere.

The 107th annual trade event runs February 14-17, 2010 in the Jacob K. Javits Convention Center in New York City. More than 21,000 retailers, wholesalers, importers, buying groups and trade guests from nearly 100 countries have pre-registered and are expected to attend. The 16,000+ pre-registered buyers represent more than 7,900 unique retailers. More than 1,100 manufacturers, distributors, importers and sales agents from 21 countries will showcase their toy and entertainment products; nearly 285 of these are first time exhibitors.

From classic toys to interactive entertainment and everything in between, the Toy Fair playground includes: action figures and dolls, games and puzzles, construction toys, arts and creative activities, bicycles, tricycles and ride-ons, radio-controlled vehicles, infant and preschool toys, cars, trucks, and trains, puppets and plush, audio and video cassettes, computer software and video games, playground and sporting equipment, Halloween, Christmas, books, stationery, party supplies, and much more.

Additional information about the show is available online at www.toyfairny.com. Show updates will also be posted to Twitter (#toyfairny and #toyindustryassn), Facebook (Toy Industry Association), and the Toy Talk blog.