Toy Association Finds New Ways to Help Businesses Move Forward

Members Find Success on Target Product Preview Day

October 13, 2020 | Last Thursday, close to 30 toy makers, selected from a pool of over 100 applicants, pitched their playthings to Target in a virtual product preview. The event marked the first in The Toy Association’s series of private product previews created in collaboration with key North American retailers to support members.

In total, the previews with Target, Toys”R”Us (TRU) Canada, and Meijer have garnered close to 300 submissions and are opening new doors of opportunity for toy businesses that did not have previous relationships with these retailers.

“While we look forward to the return of our in-person events like Toy Fair New York 2021, we are thrilled to be able to serve our members with these alternative means − from Toy Fair Everywhere to these individual private previews − to keep business forging ahead,” said Marian Bossard, executive vice president of global market events at The Toy Association. “Not only do these meetings with buyers from reputable retailers help level the playing field for toy companies of all sizes, but they also provide them with essential feedback and critical product exposure.”

“We at Small World Toys would like to thank The Toy Association for the opportunity to meet with a Target buyer to present our STEM product,” said Yael Kagan, sales & marketing at Small World Toys. “Being that Toy Fair was postponed, this gave us a great opportunity to explore new vendors and new customers.”

To further prepare members to pitch their products, The Toy Association has also been holding virtual prep sessions with selected participants. During the sessions, attendees learn tips and key information to help ensure a successful pitch.

“Working with The Toy Association to prepare for meetings with buyers has been amazing,” said Vanessa Ellingson, a preview day participant and CEO & co-founder of Mobi Games. “The team let us know what to expect during our meeting and how best to prepare for buyers in different categories.”

The product preview events have also highlighted how buyers are tapping into different demands in the toy aisles and what consumers are gravitating toward, such as educational and STEM/STEAM toys to supplement learning amid the pandemic as well as products developed by black-owned and more diverse businesses.

To learn more about upcoming member opportunities, contact openinnovation@toyassociation.org.