Page 15 - Toy & Hobby Magazine NovDec20Jan21_Mag

ALICE: It’s been a tough decision. We were looking at our options back in June and in June we let the industry know that we were going to delay the preferential round to August. Then when everything happened in metropolitan Melbourne we needed to delay it to September.
It’s a tough decision for us because as most of our members and the industry would know, our main revenue comes from the fair and that runs the Association.
But we just feel that the safety of our visitors, be it attendees or exhibitors, is of higher importance than anything else.
Anything could happen between now and the start of March and anything could happen on site as well, so we feel there are too many uncertainties.
It’s a huge investment for our exhibitors as well as the ATA and we feel the safest option for everyone in 2021 is to have a digital event.
Plus, we feel that we found a great platform that’s really clear to use, easy to navigate and will provide
the industry with a way to source and show products.
What can exhibitors gain from the platform – what are the key benefits?
GEORGINA: Like Alice said, first and foremost it is the safest way for exhibitors to be reaching out to retailers.
Another big advantage is that accessibility element; exhibitors don’t have to stand there for maybe 10 hours per day on a booth like they would at a physical fair.
That means that they can be doing other work and having other meetings and working around their schedule and just hopping on when it suits them.
So that flexibility and accessibility is really paramount.
There’s also less barriers to exhibiting. Having a virtual fair cuts costs such as flights and accommodation and exhibitors just have their virtual booth set up and they can connect with retailers in an efficient way.
What about attendees? What are the benefits for them?
GEORGINA: The biggest point of differentiation of a digital fair compared to a physical one is the AI integrations that we have within this platform.
So the more that you interact with exhibitors and their products, the more accurate recommendations you will get via the platform.
If you’ve got an exhibitor that has a particular product and you interact with that product or you favourite it or even just view it, you’ll then get recommendations based on that product or that exhibitor.
So it is completely tailored to you, rather than going around and physically walking around a fair.
There are also the opportunities to view and attend sessions and demonstrations.
We will be offering exhibitors the opportunity to do product demos which retailers can attend.
Again, all these great features come back to that accessibility and flexibility aspect.
ALICE: And I think just further to that
I suppose there are a lot of attendees
and exhibitors that normally wouldn’t come to the fair because they are a bit further away and their budgets are a little bit tighter.
So the virtual show allows anyone to be involved in toy fair who is in the industry.
We have even had a couple of exhibitors from overseas who are looking at exhibiting who haven’t before which is great.
What content will be available to engage with at the Fair?
GEORGINA: We’re lucky enough to be hosting some international speakers at the fair.
We will have NPD, ICTI Ethical and insights from Mumpower.
For the first time we will also be running a lunchtime event called Desk Fit with a personal trainer so that will give everyone an opportunity to stretch their legs out, so that’s just something fun as well.
In your opinion, what role will virtual fairs play in the future of trade fairs?
ALICE: I think definitely there will be more hybrid shows.
The pandemic has pushed a lot of trade shows to look at that hybrid option.
I think some of the trade shows were already doing that anyway and they’ve been quite successful, especially with the matchmaking side of it.
The matchmaking allows exhibitors more exposure to the retailers because sometimes the retailer might be a bit daunted when they walk into Toy Fair because it’s such a huge event and there’s so much to look at, so I think that hybrid is something that we would look at for future fairs.
Obviously it’s down to our members and the industry if they’re wanting it, but I think at least that matchmaking component should be included and virtual shows allow those who don’t usually travel to the physical fair to now attend.
But of course nothing can replace the physical fair, however I think that digital element is something that we would be looking at doing in future years to come.
Heading into 2021, what are some key goals for the ATA?
ALICE: We’re looking at bringing Sydney back hopefully by the end of June-start of July next year, so that could be a bigger event than it usually is.
That might be the first time that we can actually get the industry together again which will be amazing.
It may even be something that we look at having a digital element to, as well as the physical.
I believe that the ATA and our board have made the right decision with regards to Toy Fair.
Everything will be the same except that it will just be on a different platform
We’ll still be able to connect with each other.
We’ll have those video meetings and even though we’re not face to face, there’s still that opportunity for retailers to meet with our suppliers and the licencing industry as well.
So, get on board – this is the future. ❉ NOVEMBER / DECEMBER / JANUARY 2021 TOY & HOBBY RETAILER 15