—More Than 30,000 Show Attendees Expected in New York City From February 14–17—

New York City (February 11, 2010)—NYC & Company, the City's marketing, tourism and partnership organization, welcomes back the 107th American International Toy Fair to New York City for a four-day run beginning February 14. The event, the largest toy trade show in the Western Hemisphere and a New York tradition for more than a century, is expected to bring more than 30,000 visitors to the Jacob K. Javits Convention Center and showrooms across Manhattan.

"It is our privilege to host the American International Toy Fair again this year. As one of the largest trade shows in the world, the Toy Fair will bring in thousands of visitors from around the globe," said George Fertitta, CEO of NYC & Company. "New York City attracts the most elite trade shows and conventions in the world—truly a testament to our cultural institutions, world-class hotels and dining, and more."

Sponsored by the Toy Industry Association, Inc., the annual Toy Fair is where the newest and hottest products in the children's entertainment marketplace are exhibited. Filling 350,000 square feet of exhibit space, Toy Fair is the premier meeting place for industry manufacturers, retailers, importers, licensors and representatives from around the world. This year Toy Fair will showcase more than 7,000 new games, toys and interactive products never before seen, as well as more than 100,000 products from leading brands, including Mattel, LEGO and Hasbro, and from smaller manufacturers, including Cepia LLC and Sprig Toys.

"Toy Fair is an exciting time for the industry," said Marian Bossard, vice president of meetings and events at the Toy Industry Association. "The event draws close to 30,000 people over four days to the Javits Center to showcase top products and the creativity of one of the most innovative industries."

Nearly 16,000 buyers from 96 countries have registered for the show. They represent 7,900 unique retail outlets, including mass merchandisers, toy and hobby stores, drugstores, department stores, grocery chains, TV shopping networks, outdoor retailers, amusement parks, warehouse clubs, gift shops and museum stores.

The show floor’s 12 Product Zones have been designed to save participants time and enhance their experience. New this year, the Earth-Friendly Product Zone showcases exhibitors who offer green/eco-friendly/sustainable toys.

The Toy Industry Foundation once again will collect exhibitor samples for The Toy Bank, which supplies toys for children in need. In addition to helping their current partners, the foundation will send toys to Haiti, providing emotional support and comfort to children affected by the devastating earthquake.

In addition to the exhibits, educational seminars will be held daily on such topics as appealing to post-recession consumers, product safety, eco-friendly production and online retail.

Among the scheduled special events is the 2010 Toy of the Year (TOTY) Awards, saluting the best of the industry. This is the 10th anniversary of the "Oscars" of the toy industry, and the celebration will not only honor this year's winner, but salute winners from the past decade. The ceremony will be held Saturday, February 13, at the Chelsea Piers. Tickets are required to attend; more information is available at

Toy Fair 2010 runs from February 14 through February 17. Toy Fair is open to the trade only.

About NYC & Company:
NYC & Company is the official marketing, tourism and partnership organization for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide.

For information on visiting and experiencing New York City, go to or visit the Official NYC Information Center at 810 Seventh Avenue (between West 52nd and West 53rd Streets), in Midtown Manhattan.

About the American International Toy Fair
American International Toy Fair is the largest toy trade show in the Western Hemisphere, bringing together more than 1,100 manufacturers, distributors, importers and sales agents from more than 90 countries to showcase their toy and entertainment products. From classic toys to interactive entertainment and everything in between, Toy Fair has it all. For more information, visit

About the Javits Center
The Jacob K. Javits Convention Center of New York is the largest convention venue in the New York metropolitan area. Javits has hosted thousands of trade shows, conferences and special events since its opening in 1986. Home to many of the top 200 trade shows, the Center's versatile exhibit space can accommodate trade shows and conventions of any size. Javits hosts about 150 events with average attendance of 3.5 million a year.