Toy Fair 2011 Review

I visited the Toy Fair 2011 at the Olympia Exhibition Centre. When I walked in I was overwhelmed by the number of stands which were on display. It was initially very apprehensive about approaching members of the industry as I was under the guise of ‘Catherine Wilkinson’ from the company ‘C.Wilkinson Creative’. I did not want to get myself into the situation where I was stuck for words when asked about my business. I therefore assessed the situation and approached those I believed would be helpful and willing to assist me. I saw the Peppa Pig stand which really intrigued me as I had researched thoroughly into this in my last brief - the review.

There was also a section for Lego, which I found interesting, considering my previous visit to LEGOLAND Discovery Centre. Within the four hours I spent at the exhibition I found myself picking up a variety of leaflets and booklets – some of these would prove to be invaluable to my research for example the ‘Toys n Playthings’ magazine which was only available to members of the industry, and also the ‘Toy News; Retail, licensing, distribution and marketing booklet. However, I did not simply just pick up these booklets and go, I also took the time to enquire about the industry, enquiring which brands/ranges were struggling at the moment, and also which ones were struggling. This was invaluable for me, and it taught me that a firsthand insight into the industry and its current state is necessary before teaming a product/service off with a brand.

I also learnt and toys and children, understanding risk, the value of play, and advertising with children. I discussed the rules and regulations of advertising and marketing products towards children/involving children with an industry professional – now I am much more aware of limitations and ideas which would not be viable, rather than going into the promotion side of this project blind.

Whilst at the event I took photographs, which I have also spent the day annotating, discussing what I learnt with regards to packaging, promotion, visual merchandising, POS options, and also the ‘people’ involved in the promotion of a product.
Please read the next blog entry to hear about my fortunate meeting at the train station.