Toy Fair Everywhere Attracts Top Retailers with 24/7 Model

March 1, 2021 | Coming up on a year since pandemic lockdowns and stay-at-home orders first took effect and put global toy tradeshows and in-person meetings on the back burner, The Toy Association continues to ramp up its digital offerings to aid the industry.

On February 13, Toy Fair Everywhere, the B2B e-commerce platform connecting toy buyers and sellers, moved to a 24/7 model and is already garnering the attention of major retailers.

With buyers from Amazon, Barnes & Noble, Five Below, Learning Express, Mastermind Toys, Target, Walmart, and several other notable retailers visiting the platform and placing orders, Toy Fair Everywhere is helping businesses make essential connections on a daily basis, no matter where they are located.

“Moving Toy Fair Everywhere to a year-round model was our plan from the get-go, and the success of the 2020 market weeks simply solidified those plans,” said Kimberly Carcone, vice president of market events at The Toy Association. “We strongly believe Toy Fair Everywhere will continue to serve as a digital business hub for the industry well beyond the pandemic as well as complement our ongoing live events like Toy Fair New York and Toy Fair Dallas.”

Toy Fair Everywhere has also attracted more global buyers to the platform who may not have typically been able to attend the Association’s in-person events due to cost, distance, and scheduling conflicts. More than 14 percent of buyers who attended the Toy Fair Everywhere summer market weeks were international, compared to the 12 percent who attended at Toy Fair New York 2020.

In the absence of Toy Fair New York this year, the platform has allowed buyers to browse playthings from companies they would typically be meeting with in person at the show such as Fat Brain Toys, Learning Resources, Robotime, Insect Lore, and even 2021 Toy of the Year Award winners like Story Time Chess and others.

“Since opening our Toy Fair Everywhere showroom just two weeks ago, we have already received orders from new customers,” said Serena Sun, sales manager for Robotime. “Our subscription has practically paid for itself already and we still have a full year of access ahead. We are excited to now include this digital tool in our market strategy.”

Toy sellers and children’s entertainment companies interested in hosting a digital showroom on Toy Fair Everywhere can contact their Account Executive. For companies beginning A–G, contact Simon Yung; H-P, contact Stacy Liebensohn; and Q-Z, contact Michael Lynch. Buyers can register for free at ToyFairEverywhere.com.