In the fifth episode of the Toyriffic podcast, Michael engages in a captivating conversation with Adrienne Abrevaya, a prominent figure in the toy industry.
Originally from Israel, Adrienne spent over three decades as a Marketing Director for a leading company specializing in licensing, gifts, stationery, and school supplies. After a successful career shift in 2016, she ventured into representing major international companies in Israel. Adrienne’s expertise lies in strategically placing products with the right distributors and facilitating seamless communication between suppliers and retailers during trade fairs.
Adrienne shares insights into the Israeli toy market, which boasts consistent demand year-round, even amid challenging periods such as wartime. Despite crises, the market continues to thrive, with sales on the rise. With numerous distributors, both large and medium-sized, Adrienne’s role is pivotal in matching products with the right partners. She emphasizes the importance of effective marketing and distribution, citing instances where exceptional products failed due to poor handling by distributors.
Israel’s retail landscape is robust, with major players like TRU and Edan 2000 dominating the market. Adrienne notes that 65% of toy sales occur in toy chains, followed by 35% in independent stores and the remining 5 shared between bookstores, which are popular due to the country’s love for literature and supermarket.
When queried about toy fairs, Adrienne highlights the significance of events like the Hong Kong Fair in January, although she regretfully couldn’t attend due to the ongoing conflict. She also mentions Nuremberg and Los Angeles fairs in September, expressing skepticism about the success of the April edition in LA. Adrienne ponders the uncertainty surrounding Distoy attendance but predicts substantial turnout despite initial hesitations.
Reflecting on her lengthy tenure in the toy business, Adrienne finds joy in witnessing her grandchildren’s delight upon receiving new toys and their immediate brand recognition from a young age. Moreover, she derives immense satisfaction from aiding companies in successfully positioning their products in the market.
