ATTENDEE GUIDE - Toy Industry Association

Association membership, services, 

programs and the work of the Toy 

Industry Foundation, visit our booth 

in the Crystal Palace. 

TIA/LIMA Members-Only Business 

Center/Lounge: 

Copies, faxes, email access, Level 1, 

Room 1A04 & 1A05. 

Travel Assistance: 

Travel Planners is the only official 

housing partner of Toy Fair 2011 

and offers the lowest rates available 

over the dates of this event. For hotel 

reservations and information, call 

800-221-3531, ext. 1, Monday – Friday, 

9:00AM – 7:00PM EST, or visit www. 

toyfairny.com. During show hours a 

Travel Planners representative will be 

available on-site at the Javits Center, 

Crystal Palace Registration area. 

WiFi: 

The Javits Center presently has WiFi 

accessibility in the Level 3 Exhibit 

Halls, Crystal Palace (including the 

Attendee Guide 

Level 3 food court), North and South 

Concourses (Level 2) and the Level 

1 food court area. Hourly, daily and 

length of show rates are available for 

this service which is payable by credit 

card only. Details are posted at www. 

javitscenter.com under the Attendees 

heading. 

UPCOMING TIA EVENTS 

PlayCon (formerly known as ToyCon) 

May 4-6, 2011 

Hyatt Regency Scottsdale Resort & 

Spa at Gainey Ranch, Scottsdale, 

Arizona 

PlayCon, TIA’s International 

Conference of Play Professionals, is 

the toy industry’s new and improved 

annual gathering focused on a shared 

networking and educational experience 

for toy and youth product 

decision-makers. 

Summer Credit Conference 

July 25-26, 2011 

The Sutton Place Hotel, Chicago, Illinois 

Attendance is exclusively for toy 

manufacturers and members of the 

TIA Credit Interchange. For details 

contact Dina Gittings at dgittings@ 

toyassociation.org and 646-520-4849. 

Fall Toy Preview 

October 3 – October 6, 2011 

Dallas Market Center, Dallas, Texas 

TIA’s by-appointment-only event for 

mass market and long lead retailers. 

Visit www.falltoypreview.org for 

details. 

For more information on these and 

other TIA events, please visit our website 

at www.toyassociation.org. 

DAILY ACTIVITIES 

This list of events is as of December 1, 

2010. Please visit www.toyfairny.com 

for a complete schedule, seminar descriptions 

and to register in advance. 

Fees may apply.” 

TOYFAIRNY.cOm 17 

DOLLS, SOFT TOYS & ACCESSORIES INTERNATIONAL 

CHILDREN’S BOOKS & MUSIC 

YOUTH ELECTRONICS, TECH TOYS, 

PAVILION 

INTERACTIVE GAMING & ROBOTICS 

Floor plan is subject to change. 

Saturday, February 12, 2011 

First-Time Exhibitor Orientation 

2:00PM – 3:00PM 

Room 1C03, Level 1 

Join us on Saturday, February 12th at 

2:00 pm for our “freshman” class orientation. 

This session is designed to 

provide guidance to our new exhibitors 

and answers to any last minute 

questions or concerns about participating 

in the show. This session 

will also include a tour of the Javits 

Center. 

Toy of the Year (TOTY) 

2011 Awards Ceremony 

Toy Industry Associationadministered 

event in support of the 

Toy Industry Foundation

18 Attendee Guide 

LEVEL 1 

www.ToyFairNY.com 

ACTION FIGURES 

DESIGNER ART TOYS 

OUTDOOR TOYS, PLAY EQUIPMENT, 

RIDE-ONS & SPORTING GOODS 

EARTH-FRIENDLY 

INFANT & PRE-SCHOOL TOYS 

& ACCESSORIES 

EDUCATIONAL TOYS & GAMES, 

SCIENCE & DISCOVERY KITS 

LAUNCH PAD TRAINS, MODELS, R/C, HOBBY 

TEEN/TWEEN 

& ACCESSORIES 

Become a fan! 

SPECIALTY SOURCE 

ARTS & CRAFTS 

BOARD GAMES, ONLINE 

GAMES & PUZZLES

Jazz at Lincoln Center located in 

the Time Warner Center 33 West 60 

Street, Floor 11, New York, New York 

10023 

6:00PM Dinner Reception (cocktails 

and heavy hors d’oeuvres/ 

dinner buffet) 

8:00PM Awards Ceremony 

9:30PM Dessert Reception 

Sunday, February 13, 2011 

Toy Fair Opening Ceremony and 

Ribbon Cutting 

10:00AM 

Crystal Palace, Level 3 

Toy Fair will officially open at 

10AM sharp on Sunday morning, 

February 13, with a parade of 

best-loved, costumed characters 

accompanied by high-spirited live 

entertainment. Don’t miss the beginning 

of all the excitement! 

Night In New York: ASTRA’s Annual 

Toy Fair Party Sunday, February 13, 

2011 6:30PM – 10:00PM The Rock 

Center Cafe 20 West 50th St. New 

York, NY 10020 

Tickets: 

ASTRA Members: $75 

Non-members: $160 

For details and to purchase tickets, 

please contact ASTRA www.astratoy. 

org 

7th Annual Wonder Women of Toys, 

Licensing & Entertainment Awards 

Dinner 

The Penn Club 

30 W. 44th Street 

New York City 

6:00PM – 10:00PM 

Cocktails & Hors d’oeuvres 

7:00PM – 10:00PM: Dinner & Awards 

Presentation 

Advance Tickets: $140 – Members / 

$180 – Non-members 

On-site Tickets: $160 – Members / 

$200 – Non-members 

Tables of 10 $1,750 (No Refunds 

Given) 


Dinner reservations & sponsorships 

can be made online at www.womenintoys.com 

Monday, February 14, 2011 

Toy Fair Credit Meeting 

10:00AM – 6:00PM 

Marriott Marquis Hotel 

TIA’s annual credit meeting is exclusively 

for toy manufacturers 

and members of the TIA Credit 

Interchange Program. For additional 

details, contact TIA’s Dina Gittings 

at dgittings@toyassociation.org 

Tuesday, February 15, 2011 

TIA’s Annual General Meeting 

7:30AM – 9:15AM (7:30AM 

Continental Breakfast, 8:00AM – 

9:15AM Meeting) 

Special Events Hall 1D, Level 1 

The Association’s annual meeting 

is open to both members and 

non-members and all toy industry 

professionals are encouraged to attend. 

The agenda will cover a variety 

of topics including a summary financial 

report, key accomplishments 

since the last meeting and the election 

of the new Board officers. 

Toy Safety & Legislative Update 

9:30AM – 11:30AM 

Special Events Hall 1D, Level 1 

This session will provide an update 

on state and federal legislation and 

regulatory activities affecting the toy 

industry, The presentation is free to 

TIA members. The non-member fee 

is $149. 

U.S. Toy Manufacturers: Increase 

Exports/Maximize Trade 

Opportunities presented by the 

United States Department of 

Commerce Commercial Service 

11:00AM – 12:00PM 

Room 1BO5, Level 1 

Reducing Trade Barriers for U.S. Toy 

Manufacturers 

Presented by Ms Jamie Ferman 

International Trade Specialist/ 

Consumer Goods U.S. Dept of 

Commerce 

Presentation will include the 

steps being taken by the Trade 

Compliance Center (TCC) in the U.S. 

Department of Commerce. This is the 

focal point for monitoring foreign 

compliance with trade agreements 

to see that U.S. firms and workers get 

the maximum benefits from these 

agreements. 

Bridges to Canada 

Presented by Ms Eli Osores 

Commercial Specialist/U.S. 

Commercial Service Toronto, Canada 

Ms Osores will describe the outstanding 

export opportunities that 

exist for U.S. toy manufacturers in the 

Canadian market with a population 

of more than 34 million. Canada is the 

United States largest trading partner 

and a member, along with the United 

States and Mexico, in the North 

American Free Trade Agreement 

(NAFTA). 

4th Annual Blue Plate Media Lounge 

9:00AM – 5:00PM 

Room 1C01, Level 1 

Blue Plate Media invites you to stop 

by to relax, learn, and meet the movers 

and shakers in the media world, 

including Cartoon Network, Disney 

and Nickelodeon. Schedule your 

personal 15 minute one-on-one media 

session(s) with the leading media 

networks targeting Kids and Moms 

and learn how to reach and engage 

your target audience. For information 

and/or to schedule your session, 

call Jill Lesnik at 908-918-0202 or 

email info@blueplatemedia.net. 

Tuesday, February 15, 2011 & 

Wednesday, February 16, 2011 

Engage! Conference and Expo 

Engage! Conference and Expo ® 2011 

takes place February 15-16, 2011 at 

the Javits Convention Center in New 

York City. Now in its 5th year, Engage 

2011 is focused on tools and strategies 

for reaching the constantly connected 

consumer. The proliferation of 

new devices and services allowing 

consumers to be “always on” creates 

a new set of challenges for companies 

eager to have an impact with 

consumers. 

Engage! provides insight into the 

latest strategies, technologies and 

techniques. An incredible amount of 

brain power is coming together under 

one roof. The show is a ‘must-attend’ 

event for entertainment and media 

companies looking to compete in the 

digital space. 

The conference program delivers 

key insight into new monetization 

strategies, proven ways to strengthen 

customer relationships, and essential 

marketing solutions to maximize 

reach. 

The Engage! tradeshow floor provides 


key demonstrations of the latest tools, 

technologies, products, and services 

being used in engaging and monetizing 

the constantly connected digital 

consumer. 

Since the inaugural show in 2007, 

Engage! has been the go-to event 

for companies eager to learn how to 

connect with, engage and monetize 

consumers online. 

Wednesday, February 16, 2011 

Donate Toys to the Toy Industry 

Foundation’s Toy Bank 

4:01PM 

The Toy Industry Foundation (TIF) 

is the official charity of Toy Fair. 

Exhibitors may donate product samples 

and toys to The Toy Bank, TIF’s 

signature program, to be distributed 

to children who are critically ill, 

abused, abandoned or otherwise in 

need. Volunteers will be on hand at the 

close of the show to collect contributions. 

Interested exhibitors may pick 

up a Product Donation Agreement at 

either the TIA/TIF Information Center 

in the Crystal Palace or at Booth #5201 

on Level 1. Contact Dawn Herrschaft 

dherrschaft@toyindustryfoundation.org 

/ 646-454-5581 for details. 

Donations are tax deductible. 

For the latest schedule of events, including 

seminar descriptions and 

advance registration please visitwww. 

toyfairny.com.


TOY FAIR 2011 EXHIbITOR LIST 

Exhibitors as of December 3, 2010. For a full list please visit www.toyfairny.com. 

1 

1-2-3 Preschool Projects LLC 

2 

2 Big Kids / I’m Still Me! 

3 

3 Sprouts 

3L PlentyPlay Aps 

8 

88 Merchandise Company 

A 

A FashionTime.com LLC 

A Wish Come True 

A+ Child Supply, Inc. 

ACD Distribution, LLC 

Actiland International Inc 

Activa Products Inc. 

Active People/Astrojax 

Active Products Inc. 

Activision Publishing, Inc. 

Adventure Publishing Group/Toy Book 

Aerobie, Inc. 

Aeromax 

ALEX 

Alexander Doll Company, Inc. 

Alibaba.com 

All Things Equal, Inc. 

Alliance Game Distributors 

Allied Products, Inc. 

Ally’s Little Angels/Custard 

‘N Jelly 

Almar Sales Co. 

AM Productions 

Amav Enterprises Ltd. 


American Express Open 

American Innovative 

American Paper Optics Inc. 

American Plastic Toys Inc. 

American Specialty Toy Retailing 

Association 

Amloid Corporation 

Anatex Enterprises, Inc. 

ANb Media 

Animal Adventure, Inc. 

Anjar Co. - Becker Associates 

LLC 

Ann Williams Group, LLC 

Apple Park, LLC 

Areaware 

Armstrong Forensic Laboratory, 

Inc. 

Around the Table Games 

Art 101 / DM Creations 

ARTEC CO.,LTD 

ArtiSands 

Artist Point Giftwrap 

ASA Products Inc 

AsiaInspection Ltd. 

Asmodee Editions LLC 

ASPIRE Brands 

Audio Technology of New York, Inc. 

Aurora World, Inc.- A & A Plush 

Automoblox Company LLC 

Autruche 

Azbookvarik Group 

Publishing House 

b 

Babalu, Inc. 

Baberoo 

Babies ‘n Bubbles 

Baby King Regent Baby Products Corp. 

Bachmann Trains 

Back Alley Traders 

Bag of Tricks Parenting 

Bag-O-Loot 

BaliYo By Spyderco 

Ball, Bounce and Sport Inc. 

- Hedstrom 

Ballpark Classics, Inc. 

Banana Design Lab LLC 

Bananagrams 

Banbao Building Blocks 

Bandai America Incorporated 

Bargain Books Wholesale 

Barrel O’Monkeyz 

Basic Fun 

Battat Inc. 

BC USA 

Be Amazing Toys 

BE Good Company 

Bead Bazaar USA Inc. 

Bears2Go 

Beeposh 

Bendon Publishing 

BERG USA, LLC 

Best Pals By KatJan Inc. 

Bestever, Inc. 

Beverly Hills Teddybear Co./ 

one2believe 

Beyond123 LLC 

Bif Bang Pow! 

Big Mouth Toys 

Bigjigs Toys Ltd. 

Blamtastic Lip Balm 

Bloco Toys Inc. 

The Bloom Report 

Blu Track 

Blue Box Toys, Inc. 

Blue Orange Games 

Bluefin 

Bluw Toys 

Boom Boom! Cards 

Boston America Corp. 

Bowwowmeow 

Box-O-Mania 

BrainStormProducts, LLC 

(X-Kites) 

Brainy Company, The DBA Brainy 

Baby Briarpatch, Inc. 

BrickStix LLC 

The Bridge Direct/Acorn 

Management 

Bridge Street Toys 

Bruder Toys America, Inc. 

BSW Toy, Inc. 

Bubble Thing 

Bubele Plush Toys 

Buckley Boo, LLC 

Buffalo Games Inc. 

BULLYLAND, Inc. 

Bureau Veritas Consumer Products 

Services (formerly MTL-ACTS) 

C 

C & A Scientific Co., Inc. 

Cahootie LLC 

California Creations 

CAM Commerce Solutions 

CamoWild 

Canadian Toy Association 

Can You Imagine 

Cardinal Industries, Inc. 

Carrera of America 

Carrom Company 

Carson-Dellosa Publishing 

Cassidy Brothers PLC 

Castline Inc. 

CD3 Storage Systems, Inc. 

Ceaco / Gamewright 

Celestial Buddies 

Center Enterprises, Inc. 

Centre Testing International 

(Hong Kong) Ltd. 

CEPIA GAMES 

Listings in bOLD type face indicate TIA members. 

Cepia LLC 

Channel Craft & Dist. Inc. 

Charisma Brands, LLC 

Charles Zadeh Creative Toys LLC 

Charm Company 

The Chenille Kraft Co. 

CHH Quality Products Inc. 

Chicco USA / Artsana USA 

Child’s Play 

China Towins Gifts & 

Toys Co. Ltd 

CISCO Sales Corp. 

Citiblocs, LLC 

Citiwell International. Inc. 

Cityscape 4D Puzzles 

Clementine Art 

Cloud B 

Cobi USA/Imex 

Cobra RC Toys 

Colding Enterprises 

Color My Bath, LLC 

Colorbok 

Comic Images 

Commonwealth Toy & Novelty Co., Inc. 

Constructive Eating, Inc. 

Continuum Games 

Corolle 

Courage Brands, Inc. 

Crafty Productions, Inc. 

Crayola, LLC 

CRA-Z-ART 

Crazy Aaron’s Puttyworld 

Creations By You 

Creative Education of Canada, 

Inc. 

Creative Fun Ltd. 

Creative Toyshop, LLC 

Creativity for Kids/Faber-Castell USA 

Crocodile Creek 

Crorey Creations 

The CuddleCakes Group LLC 

Culturenik 

Curious Chef 

Curtain Critters 

D 

DAD (Drums and Disabilities) 

Dandelion - Div. of Re-Think It, 

Inc. 

Dano2 

Daron Worldwide Trading, Inc. 

Daydream Toys 

Deb Canham Artist Designs, 

Inc. 

Deception Dice 

Delta Children’s Product 

Dept. of Homeland Security 

Destina, Inc. 

Dexter Educational Toys Inc. 

Diamond Comic Distributors 

Diggin 

Dig-It! Games 

DiscoverGames.com 

Discovery Bay Games LLC 

Distributoys.com, Inc. 

Do-A-Dot Art (Div. of Triquest Inc.) 

Doekai Games 

The Doll Maker 

Doodle Roll /Imagination Brands Co., LLC 

Douglas Cuddle Toys 

Dover Publications 

Dr. Cool Science 

Dress Rite LLC 

Drybranch / Sport Design 

Duncan Toys Company Division of 

Flambeau Inc. 

DuneCraft 

E 

E & S (Hong Kong) International Ltd. 

Early Learning Centre/The Little, 

Little Toy Co. 

ECOPEL (HX) CO., LTD.

EDC Publishing / Usborne 

Edtoy Co., Ltd. 

Education Outdoors, Inc. 

Educational Insights, Inc. 

Edushape Ltd. 

Eeboo Corp. 

EJF LLC 

EK Success Brands 

Elenco Electronics Inc. 

Elf Magic 

The Elf on the Shelf 

Elope, Inc. 

EMCE Toys 

Empire Group/Creative Bonz 

Enchanted Moments Inc. 

Endangered Species by HSL 

Endless Games 

Eni Puzzles 

Enviro-Mental Toy Co. Inc. 

ESI Cases and Accessories 

Etna Products Co. Inc. 

Eulex India Pvt Ltd. 

EuroGraphics Inc. 

European Expressions 

Everest Wholesale/Crazy Forts 

Evergreen (C.P.) USA Inc. 

Everrich Industries, Inc. 

Every Baby Company, LLC 

Extreme Bubbles, Inc. 

Eye Can Art 

Eye Think Inc. 

EZY Roller 

F 

Fabricas Selectas USA, LLC 

(Mega Marbles) 

Fame (USA) Products Inc. 

Family Games America FGA Inc. 

Family Stickers / WMI Designs 

FamilyTimeFun 

Fan Stamp, LLC 

Fantasma Toys, Inc. 

Fantazia Marketing Corp. 

Fascinations Toys & Gifts, Inc. 

Fashion Angels 

Fat Brain Toy Co. 

Feldstein & Associates, Inc. 

Fiesta 

Fiesta Products LLC 

Film Cells Ltd. 

Find It Games 

Fingerbuddies, Inc. 

First Texas Products 

Flaggo Ltd. 

Flexible Flyer Sleds / Paricon, Inc. 

Fliptomania 

Folkmanis Inc. 

Fortune East Group Ltd. 

Fotorama USA, LLC 

Four Esses 

FoxMind Games 

Franklin Sports, Inc. 

Fremont Die Consumer Products, Inc. 

Fun Lines 

Fun Q Games, Inc. 

Fundex - RecreAction Games 

Fundex Games, Ltd. 

Fungrins, LLC 

Funko Inc. 

Funtastic 

G 

GAMA, Game Manufacturers Association 

GameBrotherZ 

Gann Memorials, LLC 

Ganz USA 

Gatogi 

Gayla Industries, Inc. 

Geared for Imagination 

GeoCentral 

GeoPalz 

Geospace International 

GeoToys 

Geyser Guys Inc 

Giant Tree House 

Giantmicrobes, Inc. 


GiddyUp/Color Loco 

Gifts and Decorative Accessories 

Magazine 

Giga Tent 

Gigapals 

Glitterins 

Global Holdings Inc. 

Goalmark Intl Exhibition Co., Ltd. 

Goliath Games, LLC 

Good L Corp 

The Good Stuff Company, LLC 

The Good Toy Group, Inc. 

Gorgeous Products Inc. 

Grasshopper Preschool Prep Kits 

Great American Puzzle 

Great Circle Works 

Greathall Productions Inc. 

Green Toys Inc. 

Griddly Games, Inc. 

Group Sales, Inc. 

Guidecraft USA Inc. 

Guillow’s 

Gund a Division of Enesco LLC 

Gyrobike 

H 

HABA USA 

Hansa Toys 

HaPe, Inc. 

The Happy Kid Company 

Harrisville Designs Inc. 

The Haywire Group, Inc. 

Heartland Consumer Products, LLC 

Helmtops 

Hema Maps North America, Inc. 

Hexbug Micro Robotic Creatures 

High IntenCity Corp. 

Hog Wild Inc. 

Hohner Inc. 

Holdenone, LLC 

Holgate Toys Co. 

Home Toys and Games Inc. 

Homies 

Hong Kong Standards & Testing Centre Ltd. 

Hong Kong Trade Development Council 

Horizon Group USA Inc. 

Hornby America 

Hosung Inc. 

Hot Focus, Inc 

Hotaling Imports Inc 

Houghton Mifflin Co. 

House of Ingri LLC 

House of Marbles 

HQ Kites & Designs USA 

HSP Nature Toys 

Hudson Industries, Inc. 

Hugg-A-Planet Inc. 

Hutchins International Co., LTD. 

I 

I Can Do That! Games 

I.D. Gear Inc. 

ICQ - USA 

Ideation Inc. 

Identity Games International BV 

Ikoso Kits 

Image Masters, Inc. 

Imagination International 

ImagiPLAY 

Imports Dragon 

In The Breeze 

Independent Publishers Group 

Inflatable Impressions LLC 

INI, LLC 

InnovativeKids 

Innovention Toys, LLC. (KHET) 

Insect Lore 

Insight Laboratories 

Interactive Toy Concepts Ltd. 

International Arrivals 

International Playthings, L.L.C. 

Intertek 

Intromark Inc. / Inpex 

ISEO Chemdis Pvt. Ltd. 

Italtrike 

IUG Business Solutions 

J 

J. Bell-Jones LLC 

Jacquard/Rupert, Gibbon & Spider, Inc. 

JAMTOWN World Music 

Jamz Products.net 

Janlynn Corp. 

JA-RU, Inc. 

Jax Ltd., Inc. 

Jay At Play Intl Hong Kong Limited 

JC Toys Group, Inc. - Dolls By Berenguer, Inc. 

Jeannie’s Enterprises, Inc. 

Jeezle Pete’s! 

Jelly Belly Candy Company 

Jewish Educational Toys 

John Hinde USA, Inc. 

John N. Hansen Co. Inc. 

Joola North America, LLC 

Juguetes y Juegos Magazine 

Jumpin Banana LLC 

Jupiter Creations 

Just Jump It 

K 

K & M International, Inc. 

Karito Kids By KidsGive 

Kaskey Kids, Inc. 

Kauzbots 

KaZAM LLC 

Kenson Kids, Inc. 

KETTLER International Inc. 

Kheper Games 

Kid Galaxy, Inc. 

Kid O Products 

KidKraft, LP 

Kidrobot Inc. 

KidScreen Magazine 

Kids Preferred, Inc. 

Kids Touch Learning 

Kids Wish Network 


Kidz Delight Ltd. 

Kidz World 

Kingstate Corp. 

Klean Kanteen 

Klutz 

KnuckleStrutz 

Konami Digital Entertainment 

Koplow Games 

KOSEN USA, Inc. 

Kregco-Kid Hip Inc. 

Kristal Educational Inc. 

Kwik Tek, Inc. 

L 

Laser Pegs Ventures LLC 

Late for the Sky 

Leap Year Publishing 

Learning Carpets, Inc. 

Learning Curve Brands, Inc. (RC2) 

Learning Fun With Felt 

The Learning Journey International 

L.L.C. 

Learning Resources Inc. 

Lee Publications 

Legendary Games 

LEGO Licensing 

LEGO Systems, Inc. 

Leisure Learning Products/Mighty 

Mind Kids 

Levels of Discovery 

License 2 Play Inc. 

License! Global Magazine 

Life-Like Products 

Lifetime Products, Inc. 

Light Up Toys 

Lilliputiens 

Lion Rampant Imports 

Little Adventures 

Little Colorado Inc. 

Little Folk Visuals 

EVERY CHILD WANTS A PONY! 

For more information 

visit us at Booth 5050


Little Kids, Inc. 

Little Partners, Inc. 

Little Pim Co. 

LockerLookz 

LockerSkin 

Lonpos Braintelligent Co. Ltd 

Look Out World, LLC 

Looney Labs 

M 

M. Ruskin Co. 

Macmillan 

Mad Cave Bird Games 

Magic Dusts 

MagicForest, Ltd. 

Magnetic Poetry 

Mag-Nif, Inc. 

Mag-Tagz / Kooky Beadz 

Maisto International, Inc. 

Manhattan Toy 

Maple Landmark Woodcraft 

Maple’s Sales, Inc. 

Marina Games by Rix 

Marion and Co., Inc. 

Marky Sparky Inc. 

Marlon Creations 

Marshmallow Fun Company 

Marvel Education Co. 

Mary Meyer Corporation 

Mastermedia 

MasterPieces Puzzle Company 

Mattel, Inc. 

Maui Toys, Inc. 

Maxim Enterprise, Inc. 

The Maya Group 

Mayfair Games 

McFarlane Toys 

Me and Molly P. 

Mechanical Displays Inc. 

MechRC 


MediaMix Distribution LLC 

MEGA Brands Inc. 

Melissa & Doug, LLC 

Mental_Floss - Split Decision 

Merchant Technologies 

MerchantOS 

MerchSource, LLC 

MerryMakers Inc. 

Message Beads, LLC 

Mezco Toyz 

MGA Entertainment (ABC International 

Traders) 

The Michael Kohner Corporation / 

Longshore Ltd. 

Microbac Laboratories, Inc. 

Midwest Design Imports, Inc. 

Milliwik 

Mimoco 

Mindlogic, Inc. 

Mindscope Products Inc. 

Mindtwister USA 

MindWalk, Inc 

MindWare 

Miniland Educational, Corp. 

MJK Marketing 

MK and Company 

Modern Publishing 

Mon Petit Art 

Monkey Business Sports 

Monkeying Around 

Monogram International, Inc. 

Monster Blocks LLC 

MoonRacer / Djubi 

Moosetache Games 

Morgan Cycle LLC 

Mountain Boy Sledworks 

Mouth Man LLC 

Mrs. Pinkelmeyer LLC 

Mudpuppy Press 

MusicSkins LLC 

My Funky Planet Corp. 

My Pillow Pets 

My Princess Academy 

My STUFFIE 

Myachi Industries 

Myrna J Games, LLC 

MZB Imagination, LLC 

N 

Nano Magnetics Ltd. 

Nassau Candy 

National Football League: Rush Zone 

National Products, Ltd. 

National Sporting Goods, Ltd. 

NBT Wholesale 

Neat-Oh! International, LLC 

NECA 

NEW BRIGHT 

New Star 

New Tech Kites 

New York Puzzle Company LLC. 

New-Ray Toys (California) Inc. 

NewSound Kids/Music Design 

Nick Nack, Shockley Hall Electronics Ltd 

Nite Ize, Inc. 

NKOK Inc. 

NMR Distribution 

North American Bear Co. Inc. 

North Star Games LLC 

Northwest Synergy, Inc. 

Nostalgic Images 

Nova Nature Distributing Inc. 

NowStalgic Toys, Inc. 

NSF International 

NSI International, Inc. 

Nspired, Inc. 

O 

O.K. Toys Inc. 

Obien Corporation 

Ody-See USA 

Odyssey Books 

Ogo Sport LLC 

Ohio Art Company 

Old Time Games, Inc. 

Orange Elephant Co. Ltd. 

The Orb Factory Ltd. 

The Original Toy Company 

Oum 

Out of the Box Publishing, Inc. 

Outset Media 

Overseas Chinese Toys Co., Ltd. 

OWI Inc. 

P 

Pacific Play Tents, Inc. 

Paddywhack Lane LLC 

Paladone Products Ltd. 

Panache Place/Unimax Toys 

Panini America 

Paper House Productions 

Paradise Horses 

Parat Games LLC 

Parris Manufacturing Company 

Parrot 

Party Animal Inc, The 

Patch Products, Inc. 

Patrix Communications 

PBC International, Inc. 

PBM Express USA LLC 

Peaceable Kingdom 

Pecoware Co., Inc. 

The Pencil Grip, Inc. 

Perisphere & Trylon, Inc. 

Peter Pauper Press, Inc. 

PhD Productions, LLC 

Phoenix Toys & Novelties 

Piggy Paint 

The Piggy Story, Inc. 

Piggy Wiggies

Piutre USA, Ltd. 

P’kolino 

Plantoys, Inc. 

PlaSmart Inc. 

Play Visions Inc. 

PLAYFASTBALL LLC 

Playmobil U.S.A. Inc. 

Plushland, Inc. 

Pockos America Inc. 

The Pokémon Company 

International, Inc. 

Pony Pals Ranch 

Poofin LLC 

POOF-Slinky, Inc. 

Popchos Watch Skins 

Pop-In-Kins, Ltd. 

POP-ITZZ 

Popular Playthings 

Power House Toys 

PPW Toys 

Premier Kites (a Division of Primus) 

Preschool Prep Company, LLC 

Pressman Toy Corporation 

Pretty Ugly LLC 

Price Products, LLC 

Prime Time Toys, L.L.C. 

Prince Lionheart 

Princess International Inc. 

Princess Paradise 

Princess Soft Toys By Melissa & Doug 

Promotion Fulfillment Center 

PSI Publisher Services, Inc. 

Pucker Powder By Creative Concepts 

Pumponator, Inc 

The Puppet Company Ltd. 

Puppet Heap Playthings Co. 

Puppet Workshop 

Purearth International Limited 

Puremco Fun & Games, Inc. 

Putumayo Kids 


Puzzled 

Pyramid America 

Q 

Quality Time Construction 

Company 

Queen Games Germany 

R 

R & R Games, Inc. 

Rainbow Products 

Rainbowbrush, LLC 

RandomLine, Inc. 

Ravensburger USA, Inc. 

Razor USA LLC 

Recent Toys USA 

Reeve & Jones LLC 

Reeves International, Inc. 

Regal Elite 

Reindeer Magic 

Re-Marks, Inc. 

Replogle Globes Inc. 

Reutter Porcelain 

Rex Games 

Rhino Toys, Inc. 

Rhode Island Novelty 

Rhythm Band Instruments, LLC 

Rico Industries/Big League Promotions 

Ring Toss 

River Dolphin Toys LLC 

ROBOTIS 

Rock Creek Molding Inc. 

Rockboard Scooter 

Rocket USA, Inc. 

Romanoff Products Inc. 

Room It Up 

Room Mates - Div. York Wallcoverings 

Rosalina Baby Collections, Inc. 

Rotondo Technologies, LLC 

Roy Toy Manufacturing 

Royal & Langnickel Brush Mfg. 

Royal Deluxe Accessories 

Roylco, Inc. 

RSV Productions, Inc. 

Rubie’s Costume Company, Inc. 

RUSS Berrie US Gift 

S 

Safari Limited 

Sagui 

Sakar International 

Samanpriya Lacquer Handicrafts 

Sandstorm Productions LLC 

Sandtastik Products Inc. 

Sassafras Enterprises, Inc. 

Saturnian 1 Inc. 

Save It, LLC 

Savvi 

Sbyke USA 

Scandical 

Schleich North America, Inc. 

Schoenhut Piano Company, Inc. 

School Zone Publishing Co., Inc. 

School-Rite 

Schylling Toys 

ScienceWiz 

Scratch-Art Company, Inc. 

Screenlife, LLC 

Scribble Mats - Blazing Thunder 

Septoys, Inc. 

Serendipity Puzzle Co. 

Set Enterprises, Inc. 

Seven Towns Ltd. 

SGS - U.S. Testing Company, Inc 

Shainsware 

Shure Products Inc. 

Silly Puppets 

Sillybrandz/Sillybandz 

Silver Dolphin Books 

Simpsons Enterprise Limited 


Skullduggery, Inc. 

Skyrocket Toys 

Small World Toys 

Smart Games By Rex 

Smart Gear 

Smart Monkey Toys 

Smart Play, LLC 

Smart Trike USA 

SmartLab Toys 

Snap Caps By M3 Girl Designs 

Sno-Baller Sagebrush Ind. Inc. 

So Fab Toys 

Solo Time 

Sophia’s Heritage Collection 

Soy-Yer Dough 

Specialized Technology Resources, Inc. 

Spherical Concepts/Cram 

SpiceBox 

Spin Master Ltd. 

Splash Party Inc. 

Spontuneous Games, Inc. 

Spooner Boards 

The Sports Goods Export Promotion 

Council 

Sprig Toys 

Spring Swings, LLC 

Square Enix, Inc. 

Square Root Games Inc./Harry Wells 

& Assoc. 

Squire Boone Village 

dba Earth Exploration Co. 

Squishable 

Stack & Stick Toys (Peters Group) 

The Step2 Company 

Stephen Joseph, Inc. 

Sterntaler GmbH 

Sticker You Inc. 

Stiga America 

The Storymatic Corp. 

Streamline Inc.


Street Surfing, LLC 

Strider Sports International, Inc. 

Successful Kids, Inc. 

Summit Products LLC 

Sunlord Apparels 

Sunny & Co. Toys, Inc. 

Sweets in Bloom 

Synergy Lab Limited 

T 

Taggies Inc. 

Tailten Games & Puzzles Ltd. 

Talicor Inc./Aristoplay Ltd. 

Tangle Creations 

TDC Games, Inc. 

Teach My Toddler Inc. 

Teamson Design Corp. 

Tech 4 Kids 

Tech Group USA / Palco Sports 

Techno Source 

TEDCO, Inc. 

Tegu 

Thames & Kosmos LLC 

Thermo Scientific Niton Analyzers 

Think-A-Lot Toys 

ThinkFun Inc. 

ThinkGeek, Inc. 

Three Cheers for Girls 

Thumbs Up! Distributed By KJB Security 

Products, Inc. 

Tie-Not 

The Tin Box Company 

TINY LOVE 

TMI Toymarketing International, Inc. 

Toner Plastics Inc. 

Tonner Doll Company 

Top Trenz, Inc. 

TOSY Robotics JSC 

Total Biz Fulfillment Div. Hobby 

House Press 


Toy Collection Catalog, The (Creative 

Catalog Concepts LLC) 

Toy Industry Foundation, Inc. 

Toy Wonders, Inc. 

Toylinks Inc. / Clics Toys 

Toyops, Inc. 

Toys and Models Corporation 

Toysmith 

Toytech Industrial Co., Ltd. 

Tradia Inc. 

Trampolines USA, Inc. 

Tree Blocks 

Trends International Corp. 

Triad Toys, Inc. 

Trophy Music Co. 

The Tuneables (Music Intelligence 

Project, LLC) 

Turnstyle Brands 

TUV Rheinland of North America 

Twisterz Toys, LLC 

Ty Inc. 

Tynies 

U 

U.P.D. dba United Pacific Dist. 

U.S. Consumer Product Safety 

Commission 

U.S. Games Systems Inc. 

UCC Distributing Inc. 

Uncle Goose Toys (Lindenwood Inc.) 

Uncle Milton Industries 

Underground Toys 

Uniset US 

University Games Corp. 

Up With Paper 

USAOPOLY 

V 

Vamplet LLC 

V Cubes North America 

The World’s Best 

REAL ARCHAEOLOGY 

Computer Game 

FOR KIDS 

AGES 8 to 88 

An amazingly entertaining way to learn and 

a great way to spend quality time as a family. 

Bring History to Life! 

This truly unique and innovative educational computer 

game turns players into real archaeologists while 

immersing them in ancient history. Created by a 

professional archaeologist and teacher, Roman Town 

brings history to life in a way no book or board game can. 

EXPLORE 

LEARN 

The award winning Roman Town is 

a hands-on learning adventure: 

Engaging, interactive, authentic fun 

for the whole family! 

EXCAVATE 

ANALYZE 

Visit us at booth 5950 for special offers and events: 

Win a Dig-It! Games excavator’s bucket! 

Meet designer Suzi Wilczynski 

Free shipping on orders of 25 or more 

Get your order FREE! (All orders will be entered in a drawing to 

win your entire order for FREE) 

www.dig-itgames.com • info@dig-itgames.com • 877-213-4448 

Vante Toys 

Vertigo Int’l. 

V-Games 

VTech Electronics North America L.L.C. 

W 

WABA Fun, LLC 

Waboba Inc. 

Wai Lana Yoga 

Walachia 

Waliki 

Wandix International Inc. 

Warm Fuzzy Toys 

Weboo Shoes 

Wee Believers 

Welby Impex Pvt. Ltd. 

Well Made Toy Mfg. Corp. 

Weplay (WeeBlossom) 

Western Woods Inc. 

Westminster, Inc. 

White Mountain Puzzles 

Whiz Bang Wallop! Ltd. 

Wide Ideas Inc. 

Wiggity Bang Games, LLC 

Wiggles 3D Incorporated 

Wild Creations 

Wild Planet Entertainment, Inc. 

Wild Sales LLC 

William Mark Corp. 

Windy City Novelties/Supreme 

Glow 

Winfat Industrial Co. Ltd. 

Winning Moves Inc. 

Winning Solutions, Inc. 

Winscott Corporation 

Wishbone Design Studio 

Woddon Industrial Limited 

Women In Toys (WIT) 

Wood Expressions Inc. 

Woodstock Percussion Inc. 

Wooky Entertainment Inc. 

WordTeasers 

Workman Publishing Co. 

World Publications Group 

World Toy Imports LLC 

Worldwise Imports 

Worx Toys Inc. 

X 

XOS 

Y Y & H Gift Manufacturer Co., Ltd. 

Y & W Intl. Inc. 

Yamodo / Idea Storm Products 

YoHa Technology 

Yomega Corp. 

York-Jersey Underwriters, Inc. 

Yoshiritsu Co., Ltd. 

Yottoy Productions, Inc. 

The Young Scientists Club 

YoYo Factory 

Z 

Zarimax 

Zazoo Kids 

Zike 

Zimzala Games 

Zing Toys 

Zippy Toyz 

Zither Heaven 

Zobmondo!! Entertainment LLC 

ZombieZoo 

Zoobies / Alpha Source International 

Zubels 

*Exhibitor list is subject to change. 

Visit www.toyfairny.com for updates. 

GETTING TO TOY FAIR 

Toy Fair is pleased to provide 

complimentary shuttle bus service 

between our official hotels and the 

Javits Center throughout the morning 

and evening show hours. Each of the 

hotels listed below will be serviced by 

a bus route (some hotels will be official 

stops and others will be within a 

short walking distance to the pick-up/ 

drop-off point). Please be sure to visit 

www.toyfairny.com for the latest hotel 

lists and route numbers. Beginning 

Sunday, February 13, 2011, look for 

bus route signage in official Toy Fair 

hotel lobbies. 

70 Park Avenue Hotel 

Affinia Manhattan 

Algonquin Hotel 

Courtyard Marriott Fifth Avenue 

Courtyard Marriott Midtown East 

Courtyard Marriott Times Square 

South 

Crowne Plaza Times Square 

Distrikt Hotel 

Doubletree Guest Suites Times 

Square` 

Doubletree Metropolitan 

The Eventi 

Fairfield Inn by Marriott Times Square 

Fashion 26, A Wyndham Hotel 

Flatotel 

Four Points Sheraton Times Square 

Grand Hyatt 

Hampton Inn Times Square North 

Hilton Garden Inn NY West 35th 

Street 

Hilton Garden Inn Times Square 

Hilton New York 

Hilton Times Square 

Holiday Inn Midtown 57th Street 

Hotel Roger Williams 

Hudson 

InterContinental The Barclay New 

York 

InterContinental Times Square 

Kitano New York 

The London NYC 

The Manhattan Times Square Hotel 

(formerly Sheraton Manhattan) 

Millennium Broadway 

Morgans Hotel 

The Muse, a Kimpton Hotel 

New York Helmsley 

NY Marriott East Side 

NY Marriott Marquis 

New York’s Hotel Pennsylvania 

New Yorker Hotel 

Paramount Hotel New York 

Park Central New York 

Radisson Lexington 

Renaissance Hotel 57 

Renaissance Times Square 

Residence Inn Times Square 

Roosevelt Hotel 

Royalton 

Sheraton New York 

Staybridge Suites Times Square 

W New York 

W New York Times Square 

Waldorf Astoria 

Westin New York Times Square 

Hotel Wolcot 

*Subject to change

The 11th Annual Toy of 

the Year (TOTY) Awards 

ceremony will take place 

Saturday, February 12th, 2011 

in New York City, officially kicking 

off the 108th American 

International Toy Fair. A TIAadministered 

event in support 

of the Toy Industry Foundation, 

the TOTY festivities bring together 

a broad spectrum of the 

industry – from industry legends 

to rising stars – to usher in 2011 

with an evening devoted to the 

fun, creativity, innovation and 

philanthropy upon which the industry 

is founded. 

For the first time in TOTY 

history, the “Oscars” of the toy 

industry will reflect consumer 

opinion as kids of all ages voted 

for their favorite toys, games and 

properties across 11 distinct categories. 

From mid-November 

through mid-January, five simultaneous 

ballots were underway 

for consumers (who voted online 

at ToyAwards.org), retailers, 

media, and members of the Toy 

Industry Association; results will 

be weighted to determine the 

TOTY award winners. 

This year’s nominations were 

23% higher than the year before 

as 169 unique sponsor organizations 

put forward a total of 

507 toys, games and properties 

for consideration on the official 

TOTY ballots. The finalists were 

selected by category-specific 

Nomination Committees comprised 

of seven to 15 high-stature 

experts such as journalists, toy 

trend experts, play therapists, 

toy inventors and designers, and 

toy retailers. Nearly 60 toy industry 

experts lent their wisdom and 

expertise to this year’s process. 

“The significant increase in 

product submissions speaks to 

the overwhelmingly positive response 

the ‘new and improved’ 

TOTY program is receiving,” 

said Jamie Gallagher, chair of 

the TOTY committee and CEO of 

Faber Castell USA/Creativity for 

Kids. “We are encouraged by the 

participation and feedback during 

the submissions process and 

are confident that the momentum 

will continue through the 

close of voting and throughout 

the awards ceremony.” 

Toy Industry Hall of Fame 

As part of the TOTY Awards 

evening, Al Verrecchia, Chairman 

of the Board of Directors at 

Hasbro, Inc. and the late Donald 

Duncan, founder of Duncan Yo- 

Yo, will be inducted into the Toy 

Industry Hall of Fame. 

The two esteemed leaders of 

the nearly $22B U.S. toy industry 

will join an impressive roster 

of 55 individuals who have been 

previously honored for their 

significant contributions to the 

growth and success of the toy 

industry since the Hall of Fame 

was established in 1984. 

In 1965, Al Verrecchia started 

a career in the toy industry at 

Hasbro that has spanned nearly 

half a century. Rising from the 

initial post as a part-time accountant 

to Chairman of the 

Board of the world’s second largest 

toy company, Mr. Verrecchia 

has held several senior level positions 

within the company and 

within the industry as well. He 

has served as a member and 

chair of both the TIA Board of 

Directors and the Toy Industry 

Foundation, on numerous 

Association committees and as 

a co-founding member of the 

International Council of Toy 

Industries’ CEO Roundtable. 

The late Donald Duncan gave 

new life to the yo-yo in the 1930s 

after seeing Filipino native Pedro 

Flores’s yo-yo store in Santa 

Barbara, California. In the 1950s 

he contracted the manufacture 

of the first-ever plastic yo-yos, 

which remain popular to this day. 

The Duncan Yo-Yo Company became 

the number one producer 

of yo-yos for the next thirty-five 

years, claiming 85% of the entire 

United States yo-yo market during 

this period of time. 

Mr. Verrecchia is expected to 

be present at the awards ceremony 

to accept his award in 

person. Because there is no living 

member of the family, Mr. 

Duncan’s posthumous award 

will be accepted by W.R. Sauey 

of Flambeau Inc., the current 

parent company of the Duncan 

Toy Company. Inductees are 

nominated by the industry at 

large and selected by a vote of 

TIA members and Hall of Fame 

inductees. 

Tickets may be purchased online 

at www.totyawards.org. n 


The New and Improved 2011 TOTY (Toy Of The Year) Awards 

New York Hotels 

are more affordable 

than ever. Book your 

room through Toy Fair’s 

exclusive housing partner, 

Travel Planners by calling 

800-221-3531 or visiting the 

Hotel, Travel and Dining 

link on the Toy Fair website 

www.toyfairny.com

26 FEbRuARY 13-16, 2011 | NEw YORk cITY 

Nominees for the TOTY (Toy Of The Year) Awards 

ACTIVITY TOY OF THE YEAR 

Toys that inspire creative play through various forms of activity 

• Crayola Color Wonder Sound Studio (Crayola, LLC) 

• LEGO ® Atlantis Neptune Carrier (LEGO Systems, Inc.) 

• LEGO ® Toy Story Western Train Chase (LEGO Systems, Inc.) 

• Paper Jamz Guitar (WowWee) 

• Play-Doh Mega Fun Factory (Hasbro, Inc.) 

• Real Construction Deluxe Workshop (JAKKS Pacific, Inc.) 

bOY TOY OF THE YEAR 

Toys developed for boys of any age 

• Air Hogs ® Hawk Eye (Spin Master Ltd.) 

• Hot Wheels ® RC Stealth Rides (Mattel) 

• NERF N-Strike Stampede ECS blaster (Hasbro, Inc.) 

• Real Construction Deluxe Workshop (JAKKS Pacific, Inc.) 

• Spy Net Video Watch (JAKKS Pacific, Inc.) 

• Toy Story 3 Blast Off Buzz Lightyear (Thinkway Toys) 

• TRON: Legacy Zero Gravity Light Cycle (Disney and Spin Master) 

EDUCATIONAL TOY OF THE YEAR 

Toys that help children to develop special skills and knowledge through 

play 

• Alphie (Hasbro/ Playskool) 

• Furnished School Building (Playmobil ® USA) 

• iXL Learning System (Fisher-Price ® , Inc.) 

• Leapster Explorer Learning Experience (LeapFrog) 

• Math Dice® Jr. Kid’s First Mental Math Game (ThinkFun Inc.) 

• MobiGo (VTech Electronics North America) 

• V.Reader (VTech Electronics North America) 

GAME OF THE YEAR 

Children’s board, card, CD-ROM or electronic game formats. (NOTE: 

All electronic games must have an ESRB “Early Childhood” rating) 

• 5 Second Rule (Patch Products) 

• LEGO ® Games Creationary (LEGO Systems, Inc.) 

• LEGO ® Games Minotaurus (LEGO Systems, Inc.) 

• LOOPZ (Radica) 

• Rory’s Story Cubes ® (Gamewright) 

• Scrabble Flash (Hasbro, Inc.) 

• SPOT IT! (Blue Orange Games) 

GIRL TOY OF THE YEAR 

Toys developed for girls of any age 

• Barbie ® Video Girl (Mattel) 

• Furreal Friends GOGO, My Walkin’ Pup (Hasbro, Inc.) 

• Justin Bieber Music Video Collection Singing Figures 

(The Bridge Direct, Inc.) 

• Monster High Doll Assortment (Mattel) 

• Princess & Me 18” Dolls (JAKKS Pacific, Inc.) 

• Squinkies Cupcake Surprize! Bake Shop (Blip ® Toys) 

• Zoobles (Spin Master Ltd.) 

INFANT/TODDLER TOY OF THE YEAR 

Toys developed for infant children and toddlers (ages up to 36 months) 

• Explore N’ Grow Musical Gear Center (Playskool) 

• Laugh & Learn Learn & Move Music Station (Fisher-Price, Inc.) 

• LEGO ® DUPLO ® Play with Numbers (LEGO Systems, Inc.) 

• Lil’ Zoomers Spinnin’ Sounds Speedway (Fisher-Price, Inc.) 

• Mega Bloks ® Pull Along Musical Pirate Ship (MEGA Brands) 

• My First Disney Princess Baby dolls (Tollytots ® , a division of 

JAKKS Pacific, Inc.) 

• My Own Leaptop (Leapfrog) 


INNOVATIVE TOY OF THE YEAR 

Toys that combine innovation and play value 


• LEGO ® Games Minotaurus (LEGO Systems, Inc.) 

• Paper Jamz Guitar (WowWee) 

• Scrabble Flash (Hasbro, Inc.) 

• Spy Net Video Watch (JAKKS Pacific, Inc.) 

• The Sing-a-ma-jigs! (Mattel Inc.) 


OUTDOOR TOY OF THE YEAR 

Toys designed for outdoor play 

• Flickin’ Chicken (Haywire Group, Inc.) 

• Makin’ Mudpies (Little Tikes) 

• Nerf Super Soaker Shot Blast (Hasbro, Inc.) 

• Razor ® Siege Caster Scooter (Razor USA, LLC) 

• Sky Ball ® and Bat (Maui Toys ® ) 

• Whiplash (Street Surfing) 

• YBIKE (National Sporting Goods) 

PRESCHOOL TOY OF THE YEAR 

Toys developed for preschool-aged children (ages 3-5) 

• Dance Star Mickey (Fisher-Price ® , Inc.) 


• My Take Along Puppet Theater (Playmobil ® USA) 

• The Sing-a-ma-jigs! (Mattel Inc.) 

• Tonka Chuck & Friends Chuck’s Stunt Park (Hasbro, Inc.) 


PROPERTY OF THE YEAR 

Property that had the greatest success spreading its brand throughout 

the industry 

• Ben 10 Ultimate Alien (Cartoon Network Enterprises) 

• Chuggington (Ludorum) 

• Dinosaur Train (The Jim Henson Company) 

• Monster High (Mattel) 

• Thomas & Friends (HIT Entertainment) 

• Toy Story 3 (Disney Consumer Products) 

SPECIALTY TOY OF THE YEAR 

Toys primarily distributed through specialty retailers 

• Furnished School Building (Playmobil ® USA) 

• HEXBUG ® Nano Habitat Set (Innovation First Labs, Inc.) 

• My Take Along Puppet Theater (Playmobil ® USA) 

• Shrinky Dinks ® Deluxe (Creativity for Kids/Faber-Castell USA) 

• Solitaire Chess (ThinkFun Inc.) 

• UPPY Uglydoll ® (Pretty Ugly LLC/Uglydoll ® ) 

Stay in the 

conversation – read 

the Toy Fair Blog www. 

toyfairnyblog.com

THERE’S SO MUCH 

TO CELEBRATE! 

Kick off Toy Fair Week at the 11th Annual Toy of the Year 

Awards—the “OSCARS®” of the toy industry—at a brand 

new location … Jazz at Lincoln Center. 

Usher in 2011 by celebrating the toy industry’s most creative, 

innovative toys, games and entertainment products and 

saluting the accomplishments of Al Verrecchia, Chairman 

of the Board of Directors, Hasbro, Inc., and the late Donald 

Duncan, Founder, Duncan Toys Company, as they are inducted 

into the esteemed Toy Industry Hall of Fame. 

Saturday, February 12, 2010 

6:00PM Cocktails and Dinner Reception 

8:00PM Awards Ceremony 

9:30PM Dessert Reception 

Reservations 

$350 per person 

Order online at totyawards.org. 

For group orders or special requests, including VIP tickets, 

please email toty@toyassociation.org or call 646.454.5587. 

A Toy Industry Association (TIA)-administered event in support of the Toy Industry Foundation


An Outcome in Question 

-Tim Walsh, Inventor and Film Maker 

Being an independent toy 

and game inventor is 

not for the thin skinned. 

Rejection is a part of the process 

of taking an idea from prototype 

to pitch to potential product. Toy 

and game inventors know that 

for every 

successfully 

l i c e n s e d 

p r o d u c t 

they have, 

there are 

dozens (ormore 

likely 

hundreds) 

that never 

Tim Walsh 

see the light 

of play. 

Toy Fair is where dreams are 

made and crushed. Name a hit 

toy or game and it debuted at Toy 

Fair. The show has been running 

for over 100 years and so there’s a 

gravitas to it that makes it a hard 

place to make it. Many independent 

toy and game inventors 

come to ToyFair with their “it” 

to pitch to the product acquisition 

executives at toy and game 

companies. 

There are many hurdles from 

there. First the person in charge 

of product acquisition has to like 

it. If so, it goes to the toy company 

where the sales department has 

to like it. If so, it goes to costing 

and the number-crunchers have 

to like it. If so, it goes back to Toy 

Fair where the buyers have to like 

it. If so, it goes on the shelf where 

the consumer (often a parent) 

has to like it. If so, they buy it and 

then finally, the kid it’s intended 

for has to like it. If so, the sky is 

the limit. 

Of course at any point in 

the above process, it can be 

squashed. It then goes away or it 

heads back to the drawing board. 

This is the fun and the chase of 

trying to make it in the toy trade. 

In game parlance, it’s a roll of the 

dice. The outcome in question is 

Rubik ® and Rubik’s Cube ® copyrights 

and trademarks are owned, protected 

and enforced by Seven Towns Ltd. 


a beautiful mystery. 

When documentary film director 

Ken Sons contacted me about 

turning my book Timeless Toys 

into a movie about toy inventors, 

I jumped at the chance to 

be involved. Since I 

had met and interviewed 

many toy 

and game inventors, 

Ken brought 

me on as Creative 

Consultant on 

a film we called 

Toyland: Fun in 

the Making. I 

got to go along 

to the shoots 

and interview 

inventors and 

d e v e l o p e r s 

like Eddy Goldfarb (Kerplunk 

and Yakity-Yak Talking Teeth), 

Betty James (Slinky), Reyn Guyer 

(Twister and Nerf), Burt Meyer 

(Lite Brite and Rock ’Em Sock 

’Em Robots) and Milt Levine (Ant 

Farm). As an inventor, I relished 

the chance to fly to Chicago and 

see inside Big Monster Toys, one 

of the most prolific toy design 

firms in the world. I was excited 

to peek inside the Toy Design 

Department of Otis College of 

Art and Design in Los Angeles. I 

was thrilled to interview my heroes 

on the topic of designing 

toys. I was comfortable behind 

the camera...until I wasn’t. 

About a year or so into the film, 

Ken and I realized we had a problem. 

The film became predictable 

as we told the story of one legendary 

inventor after another. Since 

all the toys we covered were huge 

successes, the outcome of each 

Save the planet! 

Use Toy Fair Mobile 

at the show! 

vignette ended the same way: A 

hugely popular plaything with its 

proud designer. What we needed, 

Ken concluded, was an outcome 

in question. We needed to give 

the viewers of the film a compelling 

reason to 

keep watching to 

see how a story 

was going to end. 

And so I became 

the toy inventor in 

front of the camera 

whose toy story was 

unknown. It’s not 

such a comfortable 

place. 

Toyland is a look 

inside the fiercely 

competitive, 22-billion 

dollar toy 

industry, with me asthe 

poster boy for rejection. It’s risky 

to put yourself out there for all 

to see, when the risk of failure is 

more likely than success. In the 

film, we trace my toy idea from 

mere concept through the development 

stage and then the pitch 

process, with 2 1/2 years and 8 

rejections along the way. 

How does the film end? Well, 

just like pitching a toy or game 

idea, the only way to resolve an 

outcome in question is to go 

along for the ride. 

Tim Walsh is the inventor of the 

game Blurt! Toyland: Fun in the 

Making won Best Documentary 

awards at the Naperville 

Independent Film Festival and 

the Independents’ Film Festival. 

This March it will screen in Paris 

at the The European Independent 

Film Festival. Follow the fun at 

www.toylandmovie.com. n

It’s time for our industry to come together again, and in 

2011 we will “Play To Win” at PlayCon, TIA’s International 

Conference of Play Professionals 

This well-rounded conference program features general assembly presentations by industry influencers and 

thought-leaders, interactive workshops, networking lunches and evening events, social activities and more! 

Featured topics include: 

• Keynote presentations and panel discussion on the "Power of Play" 

• Retail Landscape 2011: an interactive panel discussion with expert insight from key mass, specialty chain, 

independent and e-retailers 

• Expanded roster of consumer insight specialists 

• Interactive workshops focused on: 

• Social media 

• Blogging 

• Direct response TV 

• Accessing overseas markets 

• Sourcing alternatives 

Who Should Attend? 

Anyone in the business of play 

Visit www.playcon2011.org to register, review session details, 

and make your hotel reservations. 

The PlayCon 2011 Planning Committee wants to see you there, so contact any of us if you have questions! 

Bob Wann, Committee Chair 

Patch Products 

bobw@patchproducts.com 

Nancy Zwiers, Committee Vice-Chair 

Funosophy, Inc. 

nancy@funosophy.com 

Nurit Amdur 

ALEX 

namdur@alextoys.com 

Lourdes Arocho 

Nickelodeon Consumer Products 

lourdes.arocho@nick.com 

Joel Berger 

Cardinal Games 

joelb@cardinalgames.com 

Mary Couzin 

Discover Games 

mcouzin@chitag.com 

Les Friedland 

Les Friedland Associates, Ltd. 

les@lesfriedland.com 

Richard Gottlieb 

USA Toy Experts 

rgottlieb7@nyc.rr.com 

Shirley Price 

Funrise Toy Corp. 

shirleyprice@funrise.com 

Manuel Torres 

Nickelodeon Consumer Products 

manuel.torres@mtvstaff.com


Playing Cards and The Game of Life ® Inducted into National 

Toy Hall of Fame ® at the Strong in Rochester, New York 

Susan Trien, Senior Director Public Relations and Advertising, The Strong 

Give a great big hand to 

playing cards and a welldeserved 

bonus to The 

Game of Life, the two newest toys 

ceremoniously inducted this 

past November into the National 

Toy Hall of Fame at the Strong 

in Rochester, New York. Both 

honored toys continue to engross 

generations of players in 

games of luck, skill, and playful 

interaction. 

The two honorees were selected 

from among 12 toy finalists that 

included: Cabbage Patch Kids ® , 

Chess, Dollhouse, Dominoes, 

Dungeons & Dragons ® , Hot 

Wheels, ® Lite Brite ® , Magic 8 

Ball ® , Pogo Stick, and Rubik’s 

Cube ® . 

From Go Fish to Texas 

Hold‘em— and from bridge to Old 

Maid—playing cards offer more 

game variations than any other 

single kind of gaming device. 

With earliest origins in China, 

TM 


TM 

India, and Egypt, playing cards 

were widely known in Europe after 

the 1600s. The first American 

card decks came directly from 

England; after the Revolution, 

printers in the United 

States soon managed 

to print their own playing 

cards. From then 

onward, card decks became 

a fixture in many 

households. 

Some small innovations 

developed over 

the years: two-sided 

face cards (the royal 

cards) meant players 

didn’t have to turn 

their cards to see a Jack 

or a King’s face, and indices (the 

small numbers at the corners of 

cards) allowed players to hold 

their cards closer in a “fan,” so 

other players couldn’t see their 

hands. But the earliest American 

playing cards look very similar to 

the cards we all recognize 

today. 

For generations, 

The Game of Life 

has invited players 

to journey through life (from university, 

to business, to marriage, 

to parenthood, and retirement) 

and end up either in Millionaire’s 

Acres—or the Poorhouse (or in 

today’s version, “Bankrupt”). 

In 1860, Milton Bradley, founder 

of the company, originally 

printed and sold the game as 

The Checkered Game of Life. In 

1960, a new version was commissioned 

to commemorate the 

100th anniversary of the company, 

and was very loosely based 

on the earlier game. Designed 

by Reuben Klamer and “personally 

endorsed” by the popular 

radio and television personality 

Art Linkletter, The Game of Life 

quickly became one of the nation’s 

most popular board games. 

Since then, it has been updated 

several times and both electronic 

and specially-themed versions 

are now widely available. One of 

the best-selling games of all time, 

The Game of Life has been translated 

into at least 20 languages. 

The National Toy Hall of Fame 

at the Strong recognizes toys that 

have engaged and delighted multiple 

generations, inspiring them 

to learn, create, and discover 

through play. Criteria for induction 

include: Icon-status (the toy 

is widely recognized, respected, 

and remembered); Longevity (the 

toy is more than a passing fad and 

has enjoyed popularity over multiple 

generations); Discovery (the 

toy fosters learning, creativity, or 

discovery through play); and 

Innovation (the toy profoundly 

changed play or toy design). 

To date, the following 46 

toys have made it into the 

National Toy Hall of Fame: 

Alphabet Blocks, Atari ® 2600 

Game System, Ball, Barbie ® , Baby 

Doll, Bicycle, Big Wheel ® , Candy 

Land ® , Cardboard Box, Checkers, 

Crayola ® Crayons, Duncan ® Yo- 

Yo, Easy-Bake ® Oven, Erector ® 

Set, Etch A Sketch ® , Frisbee ® , The 

Game of Life ® , G.I. Joe , Hula 

Hoop ® , Jack-in-the-Box, Jacks, 

Jigsaw Puzzle, Jump Rope, Kite, 

LEGO ® , Lincoln Logs ® , Lionel ® 

Trains, Marbles, Monopoly ® , Mr. 

Potato Head ® , Nintendo Game 

Boy ® , Play-Doh ® , Playing Cards, 

Radio Flyer ® Wagon, Raggedy Ann 

& Andy , Rocking Horse, Roller 

Skates, Scrabble ® , Silly Putty ® , 

Skateboard, Slinky ® , Stick, Teddy 

Bear, Tinkertoy ® , Tonka ® Trucks, 

and View-Master ® . 

For more information on the 

National Toy Hall of Fame, visit 

www.toyhalloffame.org. n 

Check out brand 

new products in 

Toy Fair’s LAUNCH PAD 

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ATTENDEE GUIDE - Toy Industry Association

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