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Toy fair brings possibility of growth for New Jersey companies

Dozens of New Jersey companies attended this year's toy fair in an attempt to attract the attention of some of the almost 30,000 retail buyers that attended the event. Even representatives from the toy giant "Toys R Us" were reportedly at the fair, looking for the next toy sensation. The toy companies are each hoping that their business planning will pay off.

The New Jersey toy companies that attend the event vary. Alex Toys, an industry veteran based in Northvale, and Kid Constructions, a new company to the fair based in Moonachie are scheduled to participate. Gund, the company that has been manufacturing teddy bears for approximately 115 years, will also be in attendance. Retailers have indicated that the fair often showcases a tremendous amount of ingenuity, creativity and imagination.

Kid Constructions has taken the concept of kids playing with the box more than the toy to a new level. They have created cardboard toys, called "Wearables," that let kids build something, decorate it, and then wear it. The company sold some of the new toy on Amazon as a test. The results were good enough to give the company the confidence to attend the toy fair.

Like Kid Constructions, the other New Jersey toy companies are all vying for the attention of retailers who are hopeful they can spot the next big trend in toys. Any company that creates a new product is taking a risk that the product may not be worth the investment. A lot of business planning, including research and development, goes into each new idea. Many small companies have the vision and manufacturing ability but may need assistance in the execution of their ideas. Having the right advice and assistance could help ensure a new product's success.

Source:, "All it takes is a doll and a dream: New Jersey companies pitch ideas at Toy Fair," Joan Verdon, Feb. 8, 2013

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