 edplay’s Guide to the
2012 New York
International Toy Fair
What’s NEW (besides thousands of products)
at Toy Fair This Year?
by Tina Manzer
The 109th annual Toy Fair in New York City – Sunday, February 12, through Wednesday, February 15 – kicks off with the 2012 TOTY Awards celebration at a new venue, Alice Tully Hall. Located on the Lincoln Center campus on the Upper West Side, the building recently underwent a $159 million makeover that, by all accounts, took the hall from dreary to “cool and chic.”
The event, scheduled for Saturday evening, February 11, salutes a selection of outstanding toys from 2011, supports the work of the Toy Industry Foundation, and honors two industry icons as they are inducted into the Toy Industry Hall of Fame. Joining the impressive roster of 57 individuals previously honored are Arnie Rubin, founder and CEO of Funrise Toys, and Frederick August Otto Schwarz, founder and president of FAO Schwarz (FYI: FAO is celebrating its 150th anniversary).
New this year at Javits is the Brand & Entertainment Showcase, to be held in conjunction with Toy Fair. The event results from an increased demand from the licensing community to collaborate in a formalized setting at the fair. It promises to be a convenient content connection for entertainment licensors and brand owners alike.
According to the Toy Industry Association (TIA), which owns and operates both the Brand & Entertainment Showcase and Toy Fair, showcase content providers will be able “to simply show up and show off in small, private meeting spaces or large, public theaters.”
“Licensing has always had a presence at Toy Fair,” said Marian Bossard, TIA vice president of meetings and events. “The new Brand & Entertainment Showcase gives these activities an appropriate platform with dedicated space, facilities and services. It’s what brand owners and licensors need to pitch their hottest ideas and properties to the key decision-makers, influencers and A-list journalists who are already gathered at the Javits Center.”
Toy Fair’s global audience of media totals more than 1,000, says TIA. More than 10,000 youth entertainment buyers attend, along with more than 10,000 trade guests. Last year, Toy Fair welcomed an unprecedented surge in entertainment executives (more than 31 percent) and licensors (more than 8 percent). In 2010, licensed toys represented 25 percent of total industry sales.
For more information, visit www.toyassociation.org.
 
| Schedule |
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Wednesday, February 8 |
8 a.m. to 6 p.m. Exhibitor move-in |
Thursday, February 9 |
8 a.m. to 6 p.m. Exhibitor move-in |
Friday, February 10 |
8 a.m. to 6 p.m. Exhibitor move-in |
|
noon to 5 p.m. In-person registration |
|
3 to 7 p.m. Complimentary shuttle bus from Javits Center to hotels |
Saturday, February 11 |
8 a.m. to 6 p.m. Exhibitor move-in; in-person registration |
|
3 to 7 p.m. Complimentary shuttle bus from the Javits Center to hotels |
|
6 to 10:30 p.m. The 2012 Annual T.O.T.Y. Awards Ceremony; Hall of Fame Inductions, Alice Tully Hall at Lincoln Center |
Sunday, February 12 |
7:30 to 11 a.m. Complimentary shuttle bus from hotels to Javits |
|
8 a.m. to 6 p.m. Same-day registration |
|
10 a.m. Ribbon cutting and parade |
|
10 a.m. to 6 p.m. Javits Center exhibits open |
|
11 a.m. to 4 p.m. Limited shuttle bus service |
|
4 to 7 p.m. Complimentary shuttle bus from Javits to hotels |
|
6 p.m. The Annual Wonder Women of Toys, Licensing & Entertainment Awards Ceremony, The Lighthouse at Pier 61 |
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6:30 to 9:30 p.m. ASTRA’s Night in New York, Rock Cafe at Rockefeller Plaza |
Monday, February 13 |
7:30 to 10 a.m. Complimentary shuttle bus from hotels to Javits |
|
8 a.m. to 6 p.m. Same-day registration |
|
11 a.m. to 4 p.m. Limited shuttle bus service |
|
9 a.m. to 6 p.m. Javits Center exhibits open |
|
5 to 7 p.m. Complimentary shuttle bus from Javits to hotels |
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6 to 7:30 p.m. ASTRA’s Share the Fair, ASTRA Member Lounge, 1C03, the Javits Center (ASTRA members only) |
Tuesday, February 14 |
7:30 to 11 a.m. Complimentary shuttle bus from hotels to Javits |
|
7:30 a.m. TIA’s Annual General Meeting, Special Events Hall 1D |
|
8 a.m. to 6 p.m. Same-day registration |
|
9 a.m. Toy Fair Safety Session, Special Events Hall 1D |
|
9 a.m. to 6 p.m. Javits Center exhibits open |
|
11 a.m. to 4 p.m. Limited shuttle bus service |
|
Noon Share the Fair lists available at the ASTRA booth #6339. |
|
5 to 7 p.m. Complimentary shuttle bus from Javits to hotels |
Wednesday, February 15 |
7:30 to 11 a.m. Complimentary shuttle bus from hotels to Javits |
|
9 a.m. to 4 p.m. Javits Center exhibits open |
|
10 a.m. to 3 p.m. Limited Shuttle Bus Service |
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3 to 5 p.m. Complimentary shuttle bus from Javits to hotels (one bus only until 10 p.m.) |
|
4 to 10 p.m. Exhibitor move-out |
Thursday, February 17 |
8 a.m. to 5 p.m. Exhibitor move-out |
Please check www.toyfairny.com for more details.
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The Javits Center
655 W 34th St.,
New York, NY 10001
There is no parking at the Javits Center, but there are a variety of lots nearby.
For a complete list, visit www.javitscenter.com.
Toy Fair Exhibit Hours at the Javits Center
Sunday, February 12, 10 a.m. to 6 p.m.
Monday, February 13, 9 a.m. to 6 p.m.
Tuesday, February 14, 9 a.m. to 6 p.m.
Wednesday, February 15, 9 a.m. to 4 p.m. |
|
Stop by the ASTRA booth #6339 and receive $20 off the registration price for
Marketplace & Academy, June 10 through 13 in Baltimore.
Those who register will be entered in a raffle to win an iPad! |
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