Because trouble comes in all sizes.
The 2023 NY Toy Fair taking place was of historic significance in of itself. The last one was held in February 2020 right before COVID collectively wreaked havoc on the entire planet. What had been a highly anticipated annual Toy industry event at the Jacob Javits Convention Center had been canceled thereafter. That is, until this year.
On this episode, we talk to James Zahn aka The Rock Father about the state of the Toy Industry. Given that James is also the Senior Editor of The Toy Book, The Pop Insider and The Toy Insider, you can bet he has the inside scoop. From Star Wars to Teddy Ruxpin to educational toys to the surprising influence of YouTube, we take a deep dive into where the Toy industry is at and what the future holds.
The toy industry plays a unique role. They have to forecast the needs of its target audience as well as push the creative envelope. Toy Industry products are manufactured at a massive scale. Making the wrong product decisions results in a cascade of financial doom and gloom. Consequently, risk taking is rare and innovation becomes evolutionary. The 2019 NY Toy Fair encapsulates the year of playing it safe.
It’s simply amazing how quickly a year races by but race by it did. The 2015 New York Toy Fair at the Jacob Javits Center opens on Valentine’s Day this year which suits toy lovers just fine. The anticipation has grown to a fever pitch as toy vendors make last minute preparations to ensure a successful debut at the Toy Industry’s premiere showcase event. For members of the media, the New York Toy Fair transforms into the biggest toy store in the world. For me, the allure lies in seeking out innovation at its finest.