Readers Responses to “The Toy Industry Brand is Under Attack”


This comment thread looks like the Who's Who of the Toy Industry!

 Sheena Stephens

Sheena Stephens was right, it did look like a "Who's Who of the Toy Industry."  On March 17, 2015 I wrote an article, "The Toy Industry Brand Is Under Attack; what can be done and who will do it?"  It elicited not only a large number of comments but most were long and all were thoughtful.  

Many of the quotes singled out ChiTag and Mary Couzin as creating a show that brings together the consuming public and the industry.  It was seen as a necessary component in marketing the entire toy industry. There were thirty seven comments in all, not counting those that showed up on social networks.  I was so impressed with the content that I decided to go through and pick out quotes.  

Do you have a comment on a comment?  If so, let us know what you think.

In an ideal world, the Dallas showcase would be held in February for retailers/buyers and NYC Toy Fair would take place in late summer/early Fall for media and consumers. This would generate tremendous excitement and buzz for the holiday shopping season.

Norma Velvikis, owner Rosebud Public Relations

…late Summer or Fall for an industry show is too late to get product onto the shelves for the Holidays. Ideally it should be in very late Spring, June at the latest, especially if it is going to stay in New York. 

Scott Brady, CEO and Founder Slice

I do think that an open to the public, right before the holidays show is something we, as an industry, should be promoting like crazy regardless of what we decide to do about NY Toy Fair.

Kim Vandenbroucke, game inventor and owner Brainy Chick, Inc.

I can potentially see merit in the idea of adjusting the timing of the NYC show and/or the thought of possibly moving the Dallas show to LA.

Laura Robinson, game inventor and owner out and about games, inc.

Like the CES Show the New York Intnl Toy Show can and should yell out loud about cool new toys the way they did once each year each February in Manhattan, with skydivers, monster trucks and costumed characters at 5th and Broadway, the crossroads of the world at the time. 

Bruce Lund, toy and game inventor and owner Lund and Company, Inc.

…it is the event that is the brand not the industry itself.

Tanya Thompson, Head of Inventor Relations, ThinkFun, Inc.

…industry-only shows ignore the convergence of customer and maker. It's a DIY world and customers have the expectation that they are part of the development process, or even leading it.

Brian Torney, Design Manager, New Business Group at Hasbro

Toys really are timeless! This is both a blessing and a curse. A blessing because we have a rich history and play connects us across generations, but it’s also a curse, because we are an industry that must look, to outsiders at least, very old-fashioned.

Tim Walsh, author, inventor and VP Product Development Games at Tree Toys

When I think about heading to NYC for Toy Fair I find that I'm mostly thinking about the dinners, Times Square, walking in Central Park, etc.  When I think about the Chicago Toy & Game Fair I think about happy kids, happy families, big smiles and energy…lots and lots of energy. 

David L. Hoyt, Game Inventor / Puzzle Maker at Hoyt Interactive Media

Why would an industry association compete with its members? Imagine if, instead of competing with all these other shows, the TIA supported and facilitated them.

Patrick Matthews, Writer, Game Designer, Product Manager GotChosen, Inc.

The toy and game industry is full of wonderful, creative, and kind people that I've really enjoyed getting to know – they are what drives meaningful innovation. To my mind, Toy Fair does not project that — it should be front and center in representing the industry….

Bob Williams, Principal igamebank

Is there room and are there resources at TIA for the Toy Fair business agenda and broader outreach to media, business and consumers?

Steve Tippie, Vice President, Licensing & New Markets Development Tribune Content Agency

Keep reading, there's more…


Toy Fair plays an important role in the annual PR pipeline. It's the cocktail and appetizer in the annual toy news feast. The toy trends bubble up at Toy Fair (Champagne, anyone?) and smart marketers shift Q4 plans accordingly to leverage those trends.

Sheena Stephens, Public Relations, MWW

…why can't kids be a part of it [Toy Fair]? Extend it a day and have a Kid-Day. Or extend the hours — and let kids build excitement and have FUN. The energy would be amazing.

Nancy Friedman, owner Nancy J. Friedman Public Relations

There's been a marked decline in play over the last 10 – 15 years for a whole host of reasons. But the reality is that this decline is not only bad for children, but it's bad for the toy and game industry

Meryl Neiman, Play entrepreneur, writer, and speaker, Playdate Planet

and last but certainly not least:

The wonderful passion of the toy community to develop and deliver quality play product and joyful experiences is evident in the questions and comments.

Marian Bossard, SVP, Global Market Events at Toy Industry Association

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