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UK industry readies for Toy Fair New York

2019 show set to use ‘every inch’ of available space at Jacob K Javits Convention Center.

Last year’s Toy Fair New York saw exhibition space the equivalent of about seven football fields filled with toys, with over 26,200 attendees and a 26% increase in international trade guests.

If you think that’s big, then The Toy Association – the organiser of the show – has said that 2019 will see the show (which runs from February 16-19) use every inch of available space at the Jacob K Javits Convention Center in New York, making it the largest it has ever been.

Licensed products are a huge contributor to US toy sales, representing nearly 30% of all toys sold in the US in 2017, and this will be reflected at the show.

As well as licensed toys being on display across the showfloor, an entire track of the educational programming has been dedicated to licensing. Seminars under the ‘Licensing Content Connection’ series cover topics including licensing fundamentals, how to negotiate a deal, the latest global trends in licensing and how to evaluate whether a property is ready for licensing.

“In 2019, the entertainment industry will offer a multitude of family-friendly movies, from live-action remakes such as The Lion King and Aladdin, to Toy Story 4 to the next Star Wars and Avengers instalments, not to mention the hugely popular Frozen is finally getting a sequel in 2019, so it should be a busy year on the big screen,” said Marian Bossard, evp of global market events at The Toy Association.

“In addition, while toys based on entertainment properties have been doing well for several decades, toy companies are eyeing licensing opportunities across social and digital media, mobile games, and becoming increasingly focused on licensing their own brands.”

This feature is part of an in-depth look at the key spring trade fairs – across toys and gifts – in the spring 2019 edition of Licensing Source Book. To read the full feature, simply click on this link.

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