The Toy Association has teamed up with the producers of largest annual industry summit for professional influencers, Clamour, for the first Toy Fair Everywhere Influencer Choice List.
Toy Fair Everywhere is a new series of virtual market weeks that offers toy manufacturers, buyers, media, and key stakeholders in the toy industry, to reconnect as the industry gears towards fourth quarter trading this year. It has been devised as a means to connect the industry amid the ongoing covid-19 pandemic and the restrictions it has imposed.
Now, and open exclusively to exhibitors of the Association’s Toy Fair Everywhere series of digital market weeks, the Influencer Choice List will recognize the top toys and games from Toy Fair Everywhere as voted on by a select panel of leading family and toy influencers in the Clamour network.
The picks will be revealed as the industry gears up for fourth quarter in an announcement tied to the Toy Fair Everywhere market week in September.
“Social media marketing has become a powerful tool in connecting with today’s generation of kids,” said Marian Bossard, executive vice president of global market events at The Toy Association. “Thanks to this partnership with Clamour, we are helping exhibitors get their product in front of top-tier digital content creators from platforms like YouTube, Instagram, and TikTok, while also recognizing the passion and innovation toymakers bring to our industry.”
Jonathan Katz, co-founder and CEO of Clamour, added: “With audiences stuck at home depending on YouTube to entertain the family, the impact of influencers has never been more important. That’s why Clamour is so proud to partner with The Toy Association to launch the Influencer Choice List, where influencers voices elevate the products that most resonate with them and their audiences.”
The influencers who will be casting their votes have a minimum monthly following of at least one million views on their main platform and a social reach of more than 500,000. They will spend time reviewing product details, photos, and physical product (if available) submitted in advance, before voting for their favourites.
Voting will take place August 23 to 25, both online and in person at Clamour Summit in Northern California. No employees or representatives of Clamour or The Toy Association will have any role in determining the products selected.
The cost to nominate a product is $140 for the first submission and $100 for each additional product submission. The Influencer Choice List will be unveiled during the Toy Fair Everywhere September market week. The deadline for submissions is Friday, August 7 at midnight (Eastern).