FOR IMMEDIATE RELEASE

Contact:   Adrienne Appell
 Toy Industry Association
 Office: 646.520.4863
 Mobile:  646.207.3724
 aappell@toyassociation.org

Play is Happening in New York City as the 109th American International Toy Fair
Opens its Doors to 34,000 Global Visitors

NEW YORK, February 12, 2012 – More than 34,000 toy lovers from all corners of the globe are expected to swarm New York City’s Jacob K. Javits Convention Center, where the 109th American International Toy Fair opened its doors this morning to an unprecedented surge of international registrants from a staggering 110 countries.

Owned and operated by the Toy Industry Association (TIA), Toy Fair 2012 (Feb. 12-15) is projected to welcome a 4% increase in overall attendance compared to last year, including nearly 16,000 buyers, 1,000+ exhibitors and 1,300+ media representatives from around the world, who will flock to the largest toy tradeshow in the Western Hemisphere to scope out 100,000 innovative toys, games and youth entertainment products being showcased across 366,339 net square feet of exhibit space.

“Toy Fair is a critical hub for the $83 billion global toy industry, opening the doors to both the U.S. and worldwide toy markets,” said Carter Keithley, TIA president. “This year, we’re pleased to welcome larger numbers in almost every category of attendee … all who have come to New York to view the hottest new toys and games from our more than 1,000 exhibitors.  Roam these halls and you’ll see classic games to tech toys and everything in between – Toy Fair has it all!”

In a proclamation from the City of New York declaring today “Toy Fair Play Day,” Mayor Michael Bloomberg stated: “Even though I may be a little too old for some of the products on display here this week, I’m looking forward to hearing about the many new and exciting toys that TIA members will be exhibiting. Events like this one help cement New York’s reputation as the most magical, imaginative city in the world."

Among Toy Fair’s anticipated attendees are buyers from all 25 of the of nation’s Top 25 Toy Sellers – including retail powerhouses Target, Walmart, Toys ‘R’ Us, Costco, CVS, and Amazon.com – as well as a spike in licensors (+11%) and entertainment executives (+41%), who will preview thousands of brand new products search of the next big toy.

The Toy Fair playground includes action figures and dolls; games and puzzles; arts and creative activities; bikes, trikes and ride-ons; RC vehicles; infant and preschool toys; cars, trucks, and trains; puppets and plush, and much more. TIA trend experts have already scouted the 13 product zones and identified some major trends that are destined for toy shelves throughout the year:

• Generation App: keeping toys connected to the latest advancements in the tech world, an abundance of toys and games now work with smart devices and apps.
  
  
• Glowing Wild: from outdoor to arts and crafts, toys that glow in the dark or light up are adding a fantastical element to play.
  
  
• Little Learners: capturing the attention of the youngest of children, a broad array of toys and games are building cognitive and developmental skills and transforming little ones into lifelong learners.
  
  
• Many Ways to Play!: toys in this category are engaging kids on multiple levels through dynamic and customizable play.
  
  
• Save ‘n’ Splurge: a resurgence of toys that pack a high play value punch or have a certain “WOW” factor are cropping up as consumers are showing a post-recession willingness to loosen the purse strings a bit. However, there is still a wide selection of toys at lower prices as shoppers will always be attracted to affordability.
  
  
• Young Maestros: musical toys will hit a high note in 2012, thanks to a wide variety of products that allow kids of all ages to rock out through instruments, singing and dance moves.

More information on the top trends for 2012 will be released as the week progresses.

Additional information about the show is available online at ToyFairNY.com, and up-to-the-moment information from across the show floor – along with details about educational seminars, drop-in learning centers and special events – can be found under the Events tab on ToyFairNY.com and via Twitter (@ToyFairNY, #TF12), the TIA Press Room, Facebook and the Toy Fair Blog.

About the American International Toy Fair
Toy Fair is an annual event that is owned and operated by the Toy Industry Association (TIA). The largest toy trade show in the Western Hemisphere, the show brings together more than 1,000 exhibiting manufacturers, distributors, importers and sales agents from more than 100 countries to showcase an estimated 100,000 toy and entertainment products to the 8,000 unique retail outlets scheduled to attend.

About the Toy Industry Association (TIA) 
TIA is the not-for-profit trade association for producers and importers of toys and youth entertainment products sold in North America, representing 550 companies who account for approximately 85% of domestic toy sales.  Toy safety is the number one priority for the toy industry. TIA has a long history of leadership in toy safety including development of the first comprehensive toy safety standard more than 30 years ago, and working with government, consumers and industry on ongoing programs to ensure safe and fun play. For more information, please visit www.toyfairny.com, www.toyassociation.org or www.toyinfo.org.

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