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New York Toy Fair 2020: Preparing for Success

Kassandra O'Brien

New York Toy Fair 2020: Preparing for Success by Kassandra O'Brien on February 18th, 2020

New Year – New Me Same Crazy Schedule!

For those of us in the industry, the first quarter of every year is jam-packed with all kinds of excitement! Whether you’re an agency, manufacturer, or media member, the year starts with an exciting journey to four different Toy Fairs; Hong Kong (Jan 6th  – Jan 9th), UK (Jan 21st  – Jan 23rd), Nuremberg (Jan 29th  –  Feb 2nd) and New York (Feb 22 – 25).

With such busy schedules, many of us are left wondering “what can I do”, “how can I do it efficiently” and “how can I get the coverage I need”. When there’s a BILLION fish in the sea, it’s hard to find a way stand out.

This year will be my 6th Toy Fair and I can speak from experience that this sh** is B-A-N-A-N-A-S! For new staff members, I always say there are 3 key things you can do to set yourself up for success.

  • Know your products: I CANNOT stress this enough. When working any trade show, you are the expert on the ground dealing with media and consumers. We are representing clients and need to be knowledgeable and approachable. Three to four weeks before the show you should ensure you have your images, descriptions, ages, prices and any other pertinent information.


  • Know your deadlines: The TIA (Toy Industry Association) does a fabulous job at providing us the tools and portals we need to submit information. There are a few sections in the press centre that you can submit new products, what’s “happening” at your booth, access sponsorship opportunities and get access to the 2019 media list if you chose. If you still have questions, there’s plenty for reps you can email for help 😊


  • Pitch, pitch and pitch again: Media are being bombarded this time of year with requests. One email will simply NOT due. We need to email, follow up, get on the phone and then follow up again. It is our job to be the storytellers and peek media interest for our clients. This can sound like a daunting task but with practice and perseverance success will come.

If there’s one of tip I can give you… it would be to have FUN! Although the show can be stressful, it’s a once in a lifetime experience and a whirlwind of excitement!


Happy #TFNY from the ChizComm team!