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If you are a doll company, should you skip toy fair?

By Denise Van Patten, About.com

Toy Fair in New York

Toy Fair in New York

Denise Van Patten
I've been going to Toy Fair for about six years now. Each year, the number of doll companies attending toy fair has been decreasing dramatically. This has been caused by many things, including closely-spaced competing shows such as IDEX as well as companies closing and consolidating. In fact, there is no longer a dedicated "Dolls and Plush" area at Toy Fair! This year, there is a small, feeble "Collectibles" area, compared to several years ago when there were several full aisles of just dolls and bear!

There can be nothing done about doll companies going out of business and consolidating (well...the general public could buy more quality dolls, but that is a different issue to explore). However, doll companies (especially larger companies) that have chosen to not attend Toy Fair should reconsider this decision. They may save the cost of their booth at the fair and their travel expenses, but overall, they are hurting themselves and the doll industry in general. Major media covers Toy Fair, but they don't cover the "doll only" shows like IDEX, or even the collectible-only shows like Pomona. Like it or not, New York is still the news capital of the United States. So, when major media sees how few collectible and artist doll companies are represented at Toy Fair, they dismiss them--from their coverage and from their mind. They simply turn more and more coverage to electronic toys. This, overall, hurts the industry and it also hurts the companies that choose to not attend. I was shocked and disappointed to see major doll companies including Lee Middleton Dolls and Aston Drake plus major doll artists not attending this year.

Plus, as hard as it is to imagine, not all high-end toy and doll shop owners can attend the other shows. This is especially difficult for the west coast retailers and the broader fine toy retailers.

So, if you are a doll company or even a doll artist, if you can make it to Toy Fair 2007, you should.

Current Status

I'll report during Toy Fair which doll companies are attending and which are not. So far, I know that Mattel, Madame Alexander, Pauline, Charisma (Marie Osmond), Tonner Dolls, Annette Himstedt, Vogue Dolls, Dolls, Kish Dolls, and Manhattan Toys (Groovy Girls) and Only Hearts Club are attending.

So far, I also know that Lee Middleton Dolls and Ashton Drake dolls are not attending; many major doll artists are not attending and they include The Lawton Doll Company, R. John Wright. I will add additional companies when I am at Toy Fair and can confirm the information.

What's at Stake?

The visibility of the doll industry in the media, plus the visibility of special dolls in venues besides doll-only shops and Internet sales is at stake.

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