… or what’s left of it.

Toy Fair begins again this year on February 17th and runs through the 20th. It all happens in NYC, on the far West Side at the Jacob Javits Convention Center, as well as a few showrooms scattered throughout nearby locations. Don’t think of showing up here, though – it’s only for retailers, vendors, and reporters. It’s no secret that I fashioned my own news outlet about five or six years ago to worm my way past the screening process, and it worked. I’ve come back every year since, under more reputable means.

In that first year, it was an overwhelming explosion of everything I’d ever wanted to see and had read about in toy magazines. My fellow writer and I wandered the convention floor wide-eyed and faking our way through it pretty convincingly. Until recently, it was THE PLACE to see everything that your favorite companies were going to release over the next year, and companies reserved their new products and surprises for opening day.

As the years have been progressing, Toy Fair has been shrinking, and it was never more clear than last year’s adventure to the ‘Toy Towers’, a popular location for smaller showrooms. They’d been almost abandoned, with showrooms locked, vacated and falling apart. During this time that Toy Fair was shrinking, companies have also been vanishing and shrinking. Palisades Toys suddenly closed up shop, and ToyBiz-turned-Marvel Toys doesn’t seem to produce anything anymore. I don’t know what this says for the toy industry, as I’m no industry analyst, but the landscape of toys is changing.

This year, don’t expect to see the amazing Sideshow Toys booth reported in photographs, as their Toy Fair attendance will be entirely online, as will SOTA Toys’. Seeing Sideshow Toys’ stuff in person was usually what motivated me to spend exorbitant amounts of money on their stuff for the subsequent year, too. Still, shipping all of their new (and often very heavy) product to New York, renting a crazy-expensive Javits booth, and shipping everything back home is surely a painful expense to have to absorb, especially when there’s no actual money changing hands – just the potential for future sales.

Many of these companies have now taken to holding onto their ‘big reveals’ until one of the two major Comic Cons in New York and San Diego, where the fans can see things in person and the impact on the potential purchaser is more direct and unfiltered. Where Toy Fair in the US is fading, Toy Fairs in the UK and Hong Kong are picking up steam. I’d love to see the amazing Toy Fair in Asia, surely filled with beautiful things that we might not regularly hear about over here. Asia has a very different toy market, which actually acknowledges adult collectors.

This isn’t to say that our Toy Fair still doesn’t have a ton to offer and a lot of crazy, fun things flying around the convention floor. While potentially boring licensing stuff takes up a lot of the floorspace (like, let’s stick Spider-Man’s face on this trampoline, this ice cream scoop and this pair of underoos kind of stuff), inventors make up the rest of it – small ideas gaining momentum, some of them inspired and some of them insipid, but it’s all interesting. There’s still so much to see that I almost find it necessary to narrow my focus to action figure stuff, or else I’d never make it down a single aisle, what with all of the bright colors and flashing lights and samples to play with – which is exactly what moves the toy industry, at its core – so maybe things aren’t so bleak after all. Just for us adults who can’t let their toys go.

So, what does this whole turn mean for action figures? For one, prices are going up. The oil needed to make the toys themselves, and then to deliver them, is more expensive than ever – and it would seem that this weeds out a lot of smaller companies hoping to make limited runs on things, and major companies are absorbing more and more licenses from smaller companies. So, the field is narrowing, but that doesn’t necessarily mean better figures and quality control – just less options. There are a few outstanding action figure lines, like Mattel’s DC Universe Classics, but this quality is usually generated by collector feedback, not plain ol’ marketing research. A certain model of transparency and interactivity is being adopted by these companies, which also explains the increased interest in fan events over media events. Everything is still ridiculous leaps and bounds above what we saw at Toy Fair 15 years ago – which amounted to lines of chunky, static action figures that didn’t do anything and only barely looked like who they were supposed to be, and the idea that a few good companies are working to increase every possible figural quality (instead of just cranking out licensed junk) is enough to keep me positive about collecting.

Now, if we could only get these toys consistently enough into stores to prevent high auction prices when they’re scalped up to be re-sold by that greasy guy who’s banging on the doors of the Toys ‘R’ Us at 9:58, demanding to be let in. I hate that guy – but he doesn’t get to go to ToyFair, so I win. At life. And hygiene.

Stay tuned all week for images & news from Toy Fair 2008.

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This entry was posted on Saturday, February 16th, 2008 at 2:00 am and is filed under events. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.