1960 on Grand Building in El Segundo reports surge in interest

Published on: 12th October 2023

The 1960 on Grand building in El Segundo, California offers the opportunity for toy companies without a permanent showroom in the LA area to showcase their products.

According to toy stalwart Jonathan Busher, who has been consulting with 1960 on Grand to create an environment for toy companies without a permanent showroom in the LA area to showcase their products, interest has increased significantly since it was announced that there would be no North American Toy Fair in 2024.

Toy companies from across the globe have been in touch to enquire about temporary or permanent space in the wake of the news around proposed future dates and locations for the North American Toy Show

Jonathan told Toy World: “They have been swamped with requests for space in the 1960 Building in El Segundo and the surrounding ‘Toy District’. I understand that over 30 companies, large and small, US and international, have contacted them in the past week and they are working on the follow up. It is clear that the momentum LA had following the previews in September has multiplied many times.”

The plan is not simply to cover the gap year, but to create something for the long-term, as Jonathan explains. “I think it would be great to establish a location that is a permanent home for the industry, which works for everyone – manufacturers, distributors and retailers – and most importantly, has no commercial or controlling interest other than for companies to run to their own agenda.

“It is not a formal Trade Fair, it is a small geographic district that gives a community focus to an industry that has been missing one since the closure of the 200 5th Avenue Toy Building in New York. No one controls it and no-one dictates what should happen and when. It is growing fast and organically, which I believe is the best way.

“By the end of the year, the owners hope to have over 30 new companies in 1960 to add to those already in the building. Ultimately, I believe that 1960 on Grand supporting the toy community from the grass roots upwards with temporary space and permanent space is best for the industry. We are all committed to creating a Toy District in El Segundo.”

Anyone who has interest in being part of the project can get in touch with Jonathan Busher  or John Ollen


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