DREAM TOYS: Stand costs slashed

Stands at Dream Toys will be cheaper this year, after the BTHA and TRA agreed to dramatically cut the cost.
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The event is a crucial showcase for the industry, gaining it valuable national press and TV coverage, but has received some criticism over costs.

The TRA and BTHA have responded to the feedback with a new stand pricing structure.

 “We had a record breaking year again in 2007 creating over 206 million opportunities to view toys (120m in 2006) with 180 journalists attending the show across all media.” said Gary Grant, chair of the TRA and the organising committee.

"The independence of the wide range of retail only selectors ensures it is really the only top toys for Christmas list that counts for the consumer…”

“..but the Dream Toys committee has been challenged for a number of years with the most appropriate way of financing the Dream Toys press day and in particular how we deliver value for suppliers that do not have items in the Top 12 toys for Christmas of that year.”

Gary concluded “This year with the support of the BTHA we have been able to reduce the stand price from £3,600 to £1,250.”

"The Dream Toys committee which includes representatives from both the TRA and BTHA, is delighted that the new pricing formula has been agreed, particularly for suppliers who have outstanding products worthy of being listed in our Top 72 best products for Christmas but not necessarily able to reach the Top 12.

"There is no doubt that the wider list gets excellent coverage from the event and many opportunities throughout the following weeks in regional and feature stories, if suppliers follow through. Every TRA Members’ stores have posters featuring the categories, and the list achieves major attention on the Dream Toys website where full resolution images and detailed copy are accessible to the press."

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