‘Play Happens’ at Toy Fair; Registration Now Open for Virtual Game

January 7, 2011 | ‘Play Happens,’ an innovative trade show game that marries the online and offline activities of Toy Fair 2011 has officially launched.

Toy Fair participants wishing to make the most of their time in New York City are encouraged to visit the Toy Fair NY blog for game rules, contest details and to register for the exciting new game that will turn the city into a virtual game board from February 12-16, 2011.

The purpose of the game is to connect registered attendees at locations throughout the city using a special web application and the “check-in” technology of Foursquare. Only qualified Toy Fair registrants with a smartphone (iPhone, Blackberry, Droid) and a free Foursquare account are eligible to join the game.

Players will earn points on the virtual game board by “checking-in” via their mobile phones at different locations throughout the city. Special events, such as the Toy of the Year (TOTY) Awards (February 12), will have higher point values.

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.

Toy Fair 2011 will be held February 13-16, 2011, at the Jacob K. Javits Center in New York. Be sure to follow @ToyFairNY on Twitter for up to the minute information about all things related to Toy Fair.