Debut of ‘Play Happens’ Among Exciting Events during
Toy Fair 2011
December 14, 2010 | In conjunction with the opening
of the largest toy box in the Western Hemisphere, the Toy Industry
Association (TIA) has launched an exciting new initiative to correspond
with the four-day extravaganza known as Toy Fair.
“Play Happens,” an innovative virtual and social board
game created by TIA to bridge the online and offline activities of Toy
Fair attendees and exhibitors, will turn the city into a virtual game
board during the show, from February 13-16, 2011.
“The purpose of the game is to connect participants who will
‘check-in’ at locations throughout Manhattan using
smartphone technology,” explained Kimberly Carcone, TIA director
of trade show and event marketing.
At 12:01 a.m. on the Saturday (February 12), “Play Happens”
will kick-off, running until 11:59 p.m. on Wednesday, February 16. As
players “check-in” using their smartphones at locations
throughout the city, they’ll earn points on the virtual game
board. Different locations will have different point values, ranging
from 1, 3 and 5 points. Special events, such as the Toy of the Year (TOTY) Awards (February 12),
will earn higher points.
The player who earns the most points during the game will win an
amazing New Year’s Eve 2011 prize package, which includes
roundtrip airfare for two to New York City, two nights accommodations at
the newly renovated NY Marriott Marquis Hotel located in the heart of
Times Square, two tickets to the Marriott’s New Year’s Eve
Gala, and Ball-level viewing of the drop at midnight.
Also during Toy Fair, TIA and its partners are hosting a series of
events, seminars and learning opportunities designed to help every
attendee find something that will lead to business growth and make his
or her stay in New York as enriching as possible:
TIA’s Annual General Meeting will be held on
Tuesday, February 15, from 7:30 to 9:00 a.m. The business meeting
will be free to all Toy Fair registrants and exhibitors, and open to
both TIA members and non-members for the first time. The agenda will
cover a variety of topics including a summary financial report, key
activities and accomplishments and the election of the new Board members
and officers. A continental breakfast will be served from 7:30 to 8:00
a.m. and the meeting will begin at 9:00 a.m.
Also on February 15, from 9:15 to 10:30 a.m., TIA will host its
annual Toy Fair Safety Update Seminar providing an
update on pending state and federal legislation impacting the toy
industry and an overview of TIA’s efforts to prevent passage of
any harmful legislation or regulation. The session is free for members
and $149 for non-members.
For toy companies hoping to expand further into the global
marketplace, “U.S. Toy Manufacturers: Increase
Exports/Maximize Trade Opportunities” will be presented
on February 15th from 11 a.m. to 12 p.m. by the U.S. Department of
Commerce. This session will be free to all registrants and
On February 15 and 16, the ENGAGE! Expo Conference Program
& Exhibit Hall will co-locate with Toy Fair at the Javits
Center for the second year in a row. Engage 2011 will focus on tools and
strategies for reaching the constantly connected consumer, address the
proliferation of new devices and services allowing consumers to be
“always on,” and discuss the new set of challenges this
presents for companies. Doors open at 9:00 am on Tuesday and close at
5:00 pm on Wednesday. Individuals can register online at
For a complete listing of events held during Toy Fair, including
seminar descriptions and advance registration, please check back
regularly to the “Happenings” page of ToyFairNY.com.
For further details about Play Happens and to learn more about the
grand prize, visit the Toy Fair blog.