TIA launches Play Happens at US Toy Fair 2011

The virtual and social board game has been created to bridge the online and offline activities of US Toy Fair.
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Kimberly Carcone, TIA director of trade show and event marketing, explained: “The purpose of the game is to connect participants who will ‘check-in’ at locations throughout Manhattan using smartphone technology.”

Play Happens runs for the duration of the US Toy Fair. As players check-in using smartphones at locations throughout the city, they’ll earn points on the virtual game board.

Different locations will have different point values, ranging from one, three and five points. Special events, such as the Toy of the Year (TOTY) Awards, will earn higher points.

The player who earns the most points during the game will win a New Year’s Eve 2011 prize package, which includes roundtrip airfare for two to New York City, two nights' accommodations at the NY Marriott Marquis Hotel located in the heart of Times Square, two tickets to the Marriott’s New Year’s Eve Gala, and Ball-level viewing of the drop at midnight.

Also during Toy Fair, TIA and its partners are hosting a series of events, seminars and learning opportunities:

TIA’s Annual General Meeting will be held on Tuesday, February 15th, from 7.30 to 9am. The business meeting will be free to all Toy Fair registrants and exhibitors, and open to both TIA members and non-members for the first time.

Also on February 15th, from 9.15 to 10.30 am, TIA will host its annual Toy Fair Safety Update Seminar providing an update on pending state and federal legislation impacting the toy industry and an overview of TIA’s efforts to prevent passage of any harmful legislation or regulation. The session is free for members and $149 for non-members.

For toy companies hoping to expand further into the global marketplace, US Toy Manufacturers: Increase Exports/Maximize Trade Opportunities will be presented on February 15th from 11 am to 12 pm by the US Department of Commerce. This session will be free to all registrants and exhibitors.

On February 15 and 16, the Engage Expo Conference Program & Exhibit Hall will co-locate with Toy Fair at the Javits Center for the second year in a row.

Engage 2011 will focus on tools and strategies for reaching the constantly connected consumer. Individuals can register online at engageexpo.com.

For a complete listing of events held during Toy Fair, including seminar descriptions and advance registration, please check back regularly to the “Happenings” page of ToyFairNY.com.

For further details about Play Happens and to learn more about the grand prize, visit the Toy Fair blog.

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