New York Toy Fair 2020 attendance report

Published on: 17th March 2020

The Toy Association has reported that the show’s exhibition space was sold out, despite unique challenges in 2020 such as the closure of the China Pavilion.

The show organisers have confirmed that Toy Fair New York 2020 welcomed about 24,000 global toy industry attendees and exhibiting professionals and remained a sold-out exhibit space show, despite the impact of the coronavirus.

The cancellation of the China Pavilion, together with travel restrictions, contributed to a decrease in the number of international countries exhibiting on the show floor.

Overall buyer attendance was down 7.7%, with a decrease in international attendance and a stricter vetting policy for online third-party resellers being among contributing factors, with a new policy designed to deliver a stronger, if sometimes smaller, number of attendees. However, the show saw a 4.5% increase in representation among top 25 toy retailers and of brick-and-mortar retailers in attendance (74.9% over 70.9% last year).

Attendance among sales reps and trade guests rose 2% and 1.8% respectively.

Press attendance was down 0.2%. While national press attendance was up 1.1%, international press attendance (down 15.4%) again contributed to the slight decline.

The new policies seemed to present hurdles to some genuine attendees, to which Steve Pasierb, president & CEO of The Toy Association, responded: “We acknowledge implementing screening has presented challenges for some past show attendees and those who wish to visit for the first time. The overarching goal remains balancing the business side of the show with unparalleled networking and connection for all in the toy, play, licensing and youth entertainment industries that have made Toy Fair a world leader over the past 117 years.”

To smooth the process for next year’s show, Steve added: “Any exhibitor needing to get access for key business partners, international distributors, and other essential functions need only share that information with our audience relations team to help us be certain you have the people and the connections necessary for a successful show.”

The full Toy Fair post market report is available exclusively to exhibitors.

Toy Fair 2021 will take place from February 13th-16th.


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