A Day in the Life of … Kimberly Carcone, TIA Senior Director of Market Events
TIA Staff Spotlight
January 9, 2017 | Ever wonder what it takes to produce the North American International Toy Fair – the largest toy show in the Western Hemisphere? Toy News Tuesday editors
recently sat down with Kimberly Carcone, the Toy Industry Association’s (TIA) senior director of market events, to find out what she does on a day-to-day basis to plan and execute Toy Fair and TIA’s other trade, professional development and consumer-facing events. Here’s what she had to say…
Where did you get your start in event planning and marketing, and how did this experience translate into your role at TIA?
Since I was a child I have always been the creator, organizer and producer among my friends and family. Whether it was a concert in my living room where I was both the performer and in charge of staging, choreography and ticket sales, or putting together events in my dorm or in my hometown, I have always been drawn to bringing people together for a common purpose and a common happiness.
I have been producing and marketing events professionally for the past 29 years. I got my start with a small non-profit arts council, and when the time came for me to move on to something bigger, I was armed with an understanding of how to build audiences from the grassroots forward. I began work at an association here in New York, and relocated when the company moved to Washington, DC. During my 10 years at the organization, I learned about association governance, got heavily involved with the organization’s board of directors, studied association management at The George Washington University at night, and worked hard, which eventually led to my promotion to director and department head at the ripe old age of 25.
When I joined TIA in 2007 I felt as though my professional journey had finally brought me to my perfect place – a place where color, fun, enthusiasm, and love of your job and industry were not only allowed, but encouraged. Joining TIA has given me the chance to blend all the parts of myself – the silly, the playful, the dreamer, the practical, the organizer, the seller, the teammate, the leader, the child, and the grown-up – and spend my days (and nights and weekends, sometimes) doing something that I love and that has been a part of my DNA since childhood. I consider myself the luckiest girl in the world and am so happy to come to work every day.
What’s involved in producing Toy Fair and making sure it goes off without a hitch?
While producing a world-class event like Toy Fair is no easy task, its success can be explained in one word: teamwork. The true essence of teamwork comes to life when you examine Toy Fair. Toy Fair is a microcity that takes a year to build, four days to experience and less than 48 hours to dismantle, and in that time the business that transpires, the relationships forged and the experiences shared by tens of thousands ultimately result in shaping the lives of children around the world.
The teamwork necessary to achieve such goals is quite extensive and while the meetings and events team is focused on Toy Fair all year long, our full TIA family, external support partners, members, exhibitors, attendees, and vendors all make it possible to bring this extraordinary gathering to life year after year. Toy Fair is about to celebrate its 114th anniversary, which is quite a testament to the current team and all the teams that have come before.
How do you keep the show exciting and relevant year after year? What’s on deck for 2017?
Being open to new ideas and new partnerships and not being afraid to shake things up is a mainstay of our preparation every year. We are always looking at industry and global trends and try to infuse the show with those elements wherever and whenever possible. For example, over the years we have been able to expand our reach to the licensing community by developing strong relationships with key players in the licensing world. We have been able to work closely with other events, like Digital Kids, to bring innovative education to Toy Fair. We have kept our eyes on the world stage by working very closely with international editors around the globe and learning from them what their readers would like to see at Toy Fair. And these are just a few examples. Marian Bossard, our senior vice president of global market events, has created an extremely positive and encouraging environment where our team is encouraged to think outside the box. This allows for the creation of exceptional experiences both here in our offices and during all our marketplace events.
In 2017, we will see Hall 1E at the Javits Center reimagined to now house all our first-time exhibiting companies. This new use of space within Toy Fair is an exciting opportunity for new companies to be part of a new neighborhood on the show floor and to garner the attention of buyers and members of the press. Being a freshman exhibitor at Toy Fair might be overwhelming for some, but this new dedicated area will be filled with a sense of camaraderie and enthusiasm, and will be a great first step for these companies on their road to market.
What is your favorite “Toy Fair memory” to date?
This year will be my 10th Toy Fair … and it’s just so difficult to choose only one favorite Toy Fair moment. If I had to pick, I would say it’s a toss-up between being chosen to be part of the group to ring the NASDAQ bell in the heart of Times Square, and a casual evening after a long day when a large group of us went to dinner at a local pub, shed off our countless layers of winter coats, gloves, hats and such, and shared a meal filled with good food, good friends, colleagues, and endless laughter. I looked around the table and thought, “This is my family.”
Last question, what’s your favorite toy, and why?
It’s really hard for me to narrow a lifetime of playing to one favorite toy. But, if I had to pick just one toy, it would be the pink hula hoop that I kept at my Grandmother’s apartment, behind her couch. It made the most fantastic sound when you hula-hooped AND I could make it return to me with a back spin down the long hallway to the elevator. I could hula it around my hips and my neck and I could walk and hula at the same time. I would play with that hula hoop for endless hours and it made me smile from the first time I picked it up until I closed my eyes at night.
Kimberly Carcone, TIA’s senior director of market events, can be reached by email or phone (646.520.4869).