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Toy Industry Association

Toy Fair New York

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In 2006, FDT was awarded a three-year contract to revitalize The American International Toy Fair, a 100+ year old annual event that attracts 20,000+ attendees and a flurry of media to Manhattan’s Javits Center every February.

Project Description

FDT created whole new event brand and slogan “Inspiring Growth” bringing it to life with measurable success each year. This inspiration transformed into annual themes - a vibrant garden in 2007, a multi-billion dollar play date in 2008, and a a metaphorical big deal in 2009. FDT’s team created engaging concepts and managed extensive budgets and production schedules that brought greater numbers of attendees, media, and recognition to this iconic event. Deliverables included (but were not limited to) annual campaign design and messaging, on site branding, environmental design and way-finding, advertising, direct mail promotions (for both print and digital), brochures, planners, show literature, event website and data mining tools.

  • Creative Direction: Marco Moretti
  • Management Team: Katherine Hill, Steve Friedson
  • Copywriter: Renee Soucy
  • Design: Okan Usta, Deniz Marlali, Nate Turner, Alessandro Canu, Celestino Sanna
  • Technology: Brent Arnold, Cristiano Santeramo, Gregory Magarshak
  • Branding
  • Marketing
  • Printed matter
  • Advertising and Direct Mail Campaign
  • Wayfinding
  • Environmental
  • Online Experience