January 2007 5-minute interview: Carter Keithley President, Toy Industry Association (TIA)
Since Keithley became President of TIA almost a year ago, he’s immersed himself in an industry undergoing significant change as buyers consolidate and fewer toy manufacturers maintain their own showrooms in New York. With more than 30 years of experience in association management, Keithley mostly served as President and CEO of the Hearth, Patio and Barbecue Association. He talks with EXPO about how the association is shifting the shape of its events to meet changing demands.
EXPO: The toy industry, like many industries, seems to be undergoing a lot of consolidation. How’s that impacting your trade shows? How are you responding to this challenge? Keithley: Yes, that’s true. Our industry is undergoing a lot of consolidation. Three buyers account for 60 percent of the market, but there’s still a long list of other buyers who account for a lot of the business. Our recent fall appointment-only show featured 600 exhibitors, and everyone was busy. Despite some consolidation, we’re also seeing an increase in alternative distribution channels such as supermarkets and retailers like Best Buy. As a result, we’re reaching out to manufacturers to determine who they really want to see at our events. There’s definitely a wider audience of potential attendees because of this trend, so we’re having discussions with exhibitors and conducting surveys to be sure we deliver the buyers they want to reach.
EXPO: One of the biggest-selling “toys” last year was an iPod. Are you seeing much overlap in the toy market with other industries such as consumer electronics or entertainment? Is this impacting your shows at all? Keithley: Yes, there’s a certain amount of sorting out going on in our industry. There are a lot of “toys” out there that aren’t really meant for children. We remain committed to serving the industry that manufactures items designed and created for children. But, the entertainment world is impacting those products. Take, for example, the iDogs or iCats that are parent-approved. Last year, we opened an electronic play section at Toy Fair for these types of products.
EXPO: The American International Toy Fair Show had a new format this year. How was this show different? Why were these changes made? Keithley: Our fall show has always been an appointment-only event, but in past years, it’s taken place in permanent toy showrooms. Many of the manufacturers leases were up this year, so we moved the show to the Javits Center. It went very well. This show is for buyers with long lead times. It’s not really an order-writing show. Exhibitors had appointments with attendees in private, curtained booths. But, many exhibitors reported that they had 20 to 25 buyers who would just stop by and want to talk. We think the show went very well at Javits.
EXPO: I understand there was some discussion at a recent TIA town hall meeting about moving the toy shows from Javits. Are there any plans to move the shows? Keithley: Yes, it did come up. But, our board of directors has consistently voted to keep the Toy Fair at Javits. We’ve got dates through 2010. We also plan to keep the fall show at Javits. We respond to what the industry wants. Although the topic of moving the show out of New York did come up, we feel the majority of the industry wants to keep it here.
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