Every February, the American International Toy Fair in New York draws 20,000 vis

Question

Every February, the American International Toy Fair in New York draws 20,000 visitors and more than 100,000 toys. This is where retailers evaluate and pick toy lines to order for the Holiday Season 9 months later. In selecting a toy, retailers look for two things: sales trends and a marketing plan (how is the manufacturer going to advertise and promote the toy). Mattel, for example, spends 17 cents of every dollar it takes in on advertising. That amounted to more than $850 million in 2002. (chapter 10)

Trade shows are a form of marketing communication. What role does this trade show play in the marketing oftoys?

Why do retailers such as Wal-Mart and Sears want to see a toy manufacturer’s marketing plan?

Why is advertising critical to the success of a new toy?  

Explanation / Answer

Tradeshows play an important role in marketing communication. The role of toys trade show play in the marketing is very important and it helps to reach out its potential target customer segments such as B2B and B2C. Following advantages for manufacturers

Wal-Mart and Sears are keen on two aspects while selecting the toy:

  Advertising is the key in the toy industry and without advertising, it is very difficult to reach out the potential segment with innovative products. The trade show is very important advertisement strategy and key advantages discussed in the answer to the first question.

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