The Toy Industry Association and LeftField Media have teamed up to launch Play Fair, 'a celebration of play and entertainment for all ages'
The interactive live event will take place on Saturday, February 13th and Sunday, February 14th at New York City’s Javits Center North and will be open to families, collectors, and media.
The event will allow the public to touch, feel, and interact with their favorite toys, games, and entertainment brands.
Play Fair will boast toy reveals, photo ops, character interactions, stage performances, author readings, celebrity signings, live music, and giveaways.
Retail areas will allow attendees to purchase show exclusives, limited edition products, and rare variants of beloved toys and games.
Play Fair will also turn all of Manhattan into a giant 'game board', encouraging attendees to visit various iconic New York institutions and landmarks to make the most of their time in the city and unlock Play Fair discounts, exclusives, and rewards.
The inaugural Play Fair is timed and co-located with the 113th edition of TIA’s North American International Toy Fair.
“Play Fair will provide toy lovers of all ages with unique and unparalleled access to enriching immersive events and experiences built around the power of play,” said Marian Bossard, Toy Industry Association SVP of global market events.
“It’s a truly one-of-a-kind event for families and fans to explore nostalgic and innovative toys and brands in an all-ages atmosphere that can’t be beat.”
Steve Pasierb, TIA president and CEO, added: “Our launch of Play Fair couldn’t come at a better time, as we’re seeing a growing number of studies and reports that underscore play’s crucial developmental benefits to children, and its impact on the happiness and well-being of adults.
“We look forward to welcoming families from far and wide for a spectacular event filled with magical moments and playful experiences that they will be re-living and talking about long after they leave the show.”
Greg Topalian, president of LeftField Media, continued: “We’re humbled and thrilled to work together with TIA on Play Fair.
“For more than a century, TIA has gathered the professional side of the toy world together at Toy Fair, and now families, fans, and collectors will finally get to experience this excitement inside their own event. Play Fair will be a space to create fun, engaging, and rewarding connections between brands, their current fans, and the fans of tomorrow – and get a glimpse at new toys before anyone else on the planet."
The LEGO Group and Nickelodeon have been confirmed as presenting sponsors.