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Contact:        Adrienne Appell
                Toy Industry Association (TIA)
       | 646.520.4863

                         Increase in Buyer Attendance and Upbeat Mood
                   Make American International Toy Fair 2010 a Smashing Success

             Buyers from 85 Countries Combed Largest Toy Fair in Western Hemisphere to
                    Select Toys and Youth Entertainment Products for Holiday 2010

New York, NY | February 23, 2010 – Over 1,100 exhibitors from around the world gathered to
showcase an estimated 100,000 new toys and youth entertainment products across more than 345,500 net
square feet of exhibit space during the 107th American International Toy Fair® held last week at the Jacob
K. Javits Convention Center in New York City.

The largest toy trade show in the western hemisphere attracted 10,600-plus buyers from 85 countries to
scout for trends and place orders for the latest products to wow and engage kids of all ages. The total
number of buyers in attendance increased three per cent (3%) over the previous year.

“Attendance, energy and momentum were all up this year,” said Carter Keithley, president, Toy Industry
Association. “Buyers lined the aisles and exhibitors were writing a steady stream of orders, creating an
unmistakable buzz that carried throughout the four days of the show.”

“Toy Fair 2010 was upbeat and energetic,” said Jim Engle, president, Little Kids, Inc. “We generated
significantly more leads and business than a year ago. Overall, the show was a great success for us.”

“This year’s Toy Fair was the best we have had in the 22 years we have been attending,” agreed Ramona
Pariente, president of Safari Ltd. “We experienced even more traffic and had more quality buyers than
ever before.”

The total number of retail outlets represented at Toy Fair 2010 increased two percent (2%) over 2009,
with 5,744 distinct organizations in attendance. The diversity of retailers spanned traditional toy sellers
ranging in size from specialty toy stores to big box and warehouse retailers to drugstores, supermarkets
and hypermarkets, as well as alternative toy and game distribution channels such as book and clothing
stores, pet shops and travel-themed retailers.

“Toy Fair has helped launch us to the next level, introducing us to a much wider range of buyers from
specialty toy, book, online, and gift store buyers as well as providing a one-of-a-kind opportunity to
network with other companies and increase our national visibility,” added Jennifer Conn, co-owner and
creative director of Arttero, a small mom-owned business that sells eco-friendly U.S.-made art kits.
Increase in Buyer Attendance and Upbeat Mood Make Toy Fair 2010 a Smashing Success
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“The number of buyers and the number of retail outlets both increased from last year,” observed Marian
Bossard, TIA vice president of meetings and events. “Toy Fair continues to be a place where buyers and
manufacturers gather to do business and strike up deals, while press flock to the show to report on new
product and trends.”

Nearly 1,000 media representatives from 14 countries converged at the show to report on this year’s top
cross-sector trends – active, accessible, affordable and aspirational – and predict which toys and games
will be on the lists of kids around the world this holiday season. Major media outlets covering the show
included The Today Show, Good Morning America, AP, CBS, Fox Business and Fox News, The New
York Times, MSNBC, The Wall Street Journal, and Reuters.

“This year's Toy Fair was four days of nonstop business,” said Harold Chizick, vice president global
communications and promotions, Spin Master. “Our booth was constantly filled with top quality buyers,
deal-makers and A-list media. We are so excited about the people we met and the orders we wrote at the
2010 show that we are already making our plans for 2011.”

Total attendance at Toy Fair 2010, including buyers, retailers, trade guests, media and exhibiting staff
increased four per cent (4%) over 2009 to 25,030. Nearly 285 of the exhibiting manufacturers,
distributors, importers and sales agents were first time exhibitors.

Toy Fair is among the top five NYC-based trade shows, and in 2009 was ranked by Trade Show
Executive magazine as # 56 among U.S. trade shows that “set the gold standard for the exposition
industry and the industries they serve.”

The 108th American International Toy Fair will be held February 13-16, 2011, at the Javits Center.

About the American International Toy Fair®
American International Toy Fair is the largest toy trade show in the Western Hemisphere. Hosted
annually by the Toy Industry Association (TIA), the Toy Fair playground includes: action figures and
dolls, games and puzzles, construction toys, arts and creative activities, bicycles, tricycles and ride-ons,
radio-controlled vehicles, infant and preschool toys, cars, trucks, and trains, puppets and plush, audio and
video cassettes, computer software and video games, playground and sporting equipment, Halloween,
Christmas, books, stationery, party supplies, and much more.

The 107th annual trade event was held February 14-17, 2010 at the Jacob K. Javits Convention Center in
New York City; it will return to the Javits Center for the 108th iteration during the period of February 13-
16, 2011.

Additional information about the show is available online at Show updates were
posted to Twitter (#toyfairny and #toyindustryassn), Facebook (Toy Industry Association), and the Toy
Talk blog.

About the Toy Industry Association (TIA)
TIA is the not-for-profit trade association for producers and importers of toys and youth entertainment
products sold in North America, representing over 535 companies who account for approximately 85% of
domestic toy sales. TIA has a long history of leadership in toy safety including development of the first
comprehensive toy safety standard more than 30 years ago, and working with government, consumers and
Increase in Buyer Attendance and Upbeat Mood Make Toy Fair 2010 a Smashing Success
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industry on ongoing programs to ensure safe play.

More information is available online at


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