Toy Industry Association, LeftField Media Will Debut Play Fair in New York City
Every year, when thousands of attendees head to the Toy Industry Association’s North American International Toy Fair, the only thing missing on the showfloor filled with toys and game were the kids.
Starting with the February 2016 show, the public will have the opportunity to see all the latest new products with TIA and LeftField Media teaming up to launch Play Fair - "a celebration of play and entertainment for all ages”.
"Play Fair will provide toy lovers of all ages with unique and unparalleled access to enriching immersive events and experiences built around the power of play," said Marian Bossard, Toy Industry Association senior vice president of Global Market Events.
She added, "It's a truly one-of-a-kind event for families and fans to explore nostalgic and innovative toys and brands in an all-ages atmosphere that can't be beat!"
Fans – from kids to adults – will experience toy reveals, photo ops, character interactions, stage performances, author readings, celebrity signings, live music, and giveaways.
Retail areas will allow attendees to purchase show exclusives, limited edition products, and rare variants of toys and games.
The inaugural Play Fair will run Feb. 13-14, 2016, at the Jacob K Javits Convention Center of New York.
"We're humbled and thrilled to work together with TIA on Play Fair," said Greg Topalian, president of LeftField Media. "For more than a century, TIA has gathered the professional side of the toy world together at Toy Fair, and now families, fans, and collectors will finally get to experience this excitement inside their own event.”
He added, “Play Fair will be a space to create fun, engaging, and rewarding connections between brands, their current fans, and the fans of tomorrow – and get a glimpse at new toys before anyone else on the planet!"
Play Fair will be headquartered inside New York's Javits Center and will turn all of Manhattan into a giant "game board," encouraging attendees to visit various iconic New York institutions and landmarks to make the most of their time in the city and unlock Play Fair discounts, exclusives, and rewards, according to show management.
"Our launch of Play Fair couldn't come at a better time, as we're seeing a growing number of studies and reports that underscore play's crucial developmental benefits to children, and its impact on the happiness and well-being of adults," said Steve Pasierb, TIA president and CEO.
He added, "We look forward to welcoming families from far and wide for a spectacular event filled with magical moments and playful experiences that they will be re-living and talking about long after they leave the show."
The LEGO Group and Nickelodeon have been confirmed as presenting sponsors.