Retail-tainment; the next big thing for retail and shopping centers?
by Randy White, CSM CEO of White Hutchinson Leisure & Learning Group Retail-tainment is the concept of adding entertainment and experiences to the retail mix. The trend started a number of years ago but has accelerated during the economic downturn as retailers, shopping centers and malls desperately look for new ways to remake themselves to attract the New Consumer. As weve discussed in previous issues, New Consumers are reducing their spending and focusing less on buying stuff. Their new values and spending habits were formed during the Great Recession and predicted to last far beyond the recessions end. It doesnt help, either, that at least in the U.S., there is an over abundance of retail space. Thats 23 square feet of shopping center space and 46 square feet of total retail space for every man, woman and child in the country as of April 2009, compared to an average of 2.3 square feet of shopping center space per capita in the 27 European countries, with not a single European country having greater than 7 square feet (Norway). We analyzed 2008 spending in the U.S. as reported by the U.S. Bureau of Labor Statistics Consumer Expenditure Survey. The average consumer unit consisting of 2.5 persons spent $50,486 in 2008. We then subtracted expenditures that typically dont take place in a store, restaurant or entertainment facility: housing, insurance, medical services, education, etc. The result was retail-related annual expenditures by every person in the U.S. of $6,513. The Internet is now capturing about 6% of consumer retail spending. That leaves an average annual per capita expenditure of $133 for every square foot of store space, way below the sales volume needed to support the occupancy cost of shopping center and store space. Even if we were to factor in the spending by international tourists, there still would be insufficient spending to support the amount of retail space currently in the U.S. Without a doubt, America has too many stores and too many malls for the spending its population will support. In the United States, the amount of vacant space looking for a tenant has grown dramatically during the recession and is likely to grow even more in the coming years. And when it comes to attracting shoppers, department stores have lost their dominance as mall traffic drivers. Fox Real Estate Advisory suggests department stores now drive only about 25%-30% of total mall traffic, less than
2010 White Hutchinson Leisure & Learning Group

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half of what they did (70%) during the 1980s. Things are not looking good for many shopping centers and retailers. Thats why adding entertainment and experiences to the retail mix is becoming one way for retailers and shopping centers to drive traffic from consumers less enamored about buying discretionary goods. Following are just a few retailtainment examples from the many our company has been tracking: Entertainment anchors Since the birth of the mall in the 1950s, with rare exceptions such as the mega Mall of America, you rarely found entertainment in a mall or shopping center, short of a movie theater, arcade or fashion show. In his book Going Out: The Rise and Fall of Public Amusements, David Nasaw writes that between 1895 and 1920, ornate movie theaters, urban amusement parks and other forms of entertainment were built in the downtowns of America, turning gritty cities into places of glamour and glitter, fun and sociability. A century later, the same thing is starting to happen to malls and to what is becoming the model for their replacement, open-air lifestyle centers. It is difficult to identify exactly when developers started to realize that traditionally freestanding entertainment venues could anchor non-mega malls. (Mall of America and West Edmonton Mall, Americas two mega-malls, used many entertainment anchors from the start, including indoor amusement parks). One early example of the trend is White Flint Mall in North Bethesda, Maryland. Starting in the early 1990s, White Flint began to languish with the loss of its I. Magnin department store and other retailers. So it brought in a Discovery Zone playground for kids; a Borders superstore, where people not only read books and drink coffee but gather for dozens of special events a month, including performances by writers and musicians; and its biggest entertainment anchor, or should we say eatertainment (restaurant + entertainment), a 60,000-square-foot Dave White Flint Mall & Busters, an emporium of food, drink and entertainment for adults. Those tenants, in addition to restaurants such as Cheesecake Factory turned the dying mall into a success. In many ways, the changes at White Flint Mall almost 15 years ago were the harbinger of the trend we are seeing today.

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A few retail-tainment anchors we have been following: Grapevine Mills Mall in the greater Dallas-Forth Worth, Texas, area is adding a $12 million, 40,000-square-foot Lego Discovery Centre and a 10,000-square-foot miniature golf course made with Legos. Lego Discovery Centre will be modeled after the one in The Streets of Woodfield lifestyle center in the greater Chicago area. Existing entertainment anchors at Grapevine Mills include GameWorks, Polar Ice House (ice skating), an AMC theater and a skatepark. Merlin Entertainment, owner of Legoland and Legoland Discovery Centre, is also being courted by malls for its Sea Life Aquariums. The first U.S. location opened in Legoland in Carlsbad, California, and the second will open in 2010 at Arizona Mills Mall in Tempe, Arizona. It will be a $15 million, 26,000-square-foot facility. MetroCentres Yellow Mall, known as MetroCentre Qube, in Gateshead, U.K., is adding one of the hottest forms of entertainment, a 38,000-squarefoot bowling-based entertainment center, Namco Funscape, with 18 10-pin bowling lanes, a dodgem car track (reportedly the fastest in Europe), pool tables, coffee shop, childrens soft play area and arcade games. This will be Namcos 11th entertainment facility in the U.K. and its first Funscape there. MetroCentre Qube also will add an Odeon cinema with a 3D screen and IMAX theater.
Funscape at MetroCentre Qube in the UK Bowling The U.K. is not alone in the trend of malls adding hybrid bowling-based entertainment centers and upscale bowling lounges. The upscale bowling trend actually started about six years ago in the U.S.; one of the earliest pioneers was Lucky Strike Lanes, now with 18 locations. We have identified at least a dozen American malls and lifestyle centers that have added hybrid and upscale bowling

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to their entertainment mix of tenants, including Lucky Strike Lanes, 300, Splitsville, Pin-Up Bowl and iPic.
Pizza buffets Pizza buffet entertainment centers are an expanding eatertainment concept. Unlike Dave & Busters and GameWorks, which target young adults, they predominantly target families with children aged 12 and younger. Most pizza buffet entertainment centers have located in vacant big box stores in strip centers due to their lower rents. But now, mall landlords have been cutting deals to attract them as anchors to their projects. Johns Incredible Pizza, a nine-unit California chain, recently opened a 50,000-square-foot unit in Buena Park Downtown, Buena Park, California, and will open a 45,000-square-foot unit in 2010 in Westfield Plaza Bonita Mall in National City, California. Movie theaters Movie theaters are transforming themselves into new cinema-restaurantentertainment hybrid anchors for shopping centers and malls. iPic, a combination cinema, restaurant and bowling lounge, opened last year in the Bayshore Town Center in Glendale, Wisconsin. E-Town, a 60,000-square-foot combination cinema, restaurant, bar, bowling-based family entertainment center, is planned as part of the new Villages at Brunswick Forest town center in Leland, North Carolina. The National Association of Theatre Owners estimates there are now 400 theaters that offer restaurant and bar service. Many, such as the ones mentioned above, are expanding their entertainment options beyond just movies. Themed brand stores What are often referred to as themed brand stores are starting to show up in malls. These are experiential stores based on a well known brand. One of the most successful and best known brandstores is American Girl Place, where girls and their mothers can dine with their dolls, take them to the doll hair salon, pose for a picture with them in the photo studio, and of course, shop. American Girl

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Places are now found in North Point Mall in Alpharetta, Georgia; the Galleria in Dallas, Texas; The Grove in Los Angeles, California; and Mall of America in Minneapolis, Minnesota. One of the newest brandstore concepts is the six-story, 37,000-square-foot House of Barbie in Shanghai, China. Visitors can model Barbie-esque clothes, learn to sing and dance to the Barbie Girl song, dine in the caf, or visit the Pink Room, complete with a bar, karaoke, DJ and pink martinis. They can use a day spa, get their hair done, and shop for over 1,600 accessories and clothes modeled on Barbies fashion tastes.
Entertainment districts A discussion of the draw of entertainment for shopping destinations would not be complete without mentioning the many developer purpose-built entertainment districts where entertainment and restaurants occupy the majority of space and are the draw, versus the dominance of retail in malls and shopping centers. Probably the best known developer of mixed-use entertainment districts is The Cordish Company. Developments include the PowerPlant & Pier IV in Baltimore, Maryland; Kansas City Power & Light District (Missouri); and Fourth Street Live in Louisville, Kentucky. Entertainment districts by other developers include Newport on the Levee in Newport, Kentucky, and Downtown Disney in Orlando, Florida.

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Entertainment in retail stores The 145,000-square-foot Bass Pro Shops Outdoor World store in Altoona, Iowa, is the first of the chains 56 stores to include a 15,000-square-foot nautically themed bowling area with 12 10-pin lanes located in Uncle Bucks Fishbowl and Grill. Guest can bowl under the ocean. Dock-like lanes feature underwater scenery of sea turtles, sharks, stingrays and other saltwater species, which will also glow in the dark during cosmic bowling. Hand-painted murals depicting oceanic life line the walls, and fish, like a 16-foot giant squid, hang suspended from the ceiling.
A separate area off the bowling lanes contains a state-of-the art, upscale Black Widow Billiards Parlor, named for Americas billiards player Jeanette Lee, the Black Widow. Resplendent in dark wood paneling and mullioned glass, the room also features a fireplace with its handcrafted screen displaying a black widow spider spinning its web. Two tournament pool tables are available and promise hours of fun for pool sharks. These new additions add to the many retail-tainment features found in Bass Pro stores, including archery ranges, miniature shooting ranges, aquariums and a heavy dose of theming with 3,500 area artifacts, antiques, pictures, mounts and memorabilia of hunting, fishing, camping and outdoor recreation.

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Uncle Bucks Fishbowl & Grill is Bass Pros newest, scaled-back restaurant concept, replacing the more upscale casual dining Islamorada Fish Company in-house restaurant found in 23 of its stores. It features appetizers, sandwiches, salads and burgers, but oddly, considering the underwater theme, little fish. Other than popcorn shrimp, theres nil. The Big Sky Buffalo Burger is priced at $9, and paninis, flatbreads and other casual American fare are in an affordable price range. Bass Pro Shops is not alone in the retail-tainment trend for outdoor recreation stores. In September, 2008, Scheels opened a 295,000-square-foot store at the Legends at Sparks Marina lifestyle center in Sparks, Nevada, that truly embraces retail entertainment, offering a mostly free entertainment experience for visitors. In addition to showcasing the world's largest selection of sports, sportswear and footwear under one roof, the new Sparks Scheels has a collection of entertainment venues and special attractions, including a customer tram; two 16,000-gallon aquariums; a 35-foot-tall, 800-square-foot Wildlife Taxidermy Mountain; a 65-foot-tall, 16-car Ferris wheel; and shooting galleries and sports simulators (from golf to soccer to hockey) where customers can test their skills. A deli and fudge shop serves gourmet soups and sandwiches, Starbucks coffee and 32+ flavors of homemade fudge. And the Walk of Presidents features two fully animated talking presidents. The other mega-store player in outdoor recreation, Cabelas, also salutes retailtainment with aquariums, extensive taxidermy wildlife exhibits and shooting galleries. In fact, up to 45% of store space is devoted to entertainment features and displays. Back in 2000, our company designed a first for toy stores: an admission-based childrens edutainment center with a caf we branded as Totters Otterville. Johnnys Toys wanted an additional draw for its new 45,000-square-foot toy store in Covington, Kentucky, especially to attract more white collar families who lived further from the store. The entertainment part of retail-tainment was very successful with attendance growing as much as 20% annually while mass merchandisers such as Walmart were cutting into the stores toy sales. As a

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result, Totters Otterville was expanded several times over the years, until in 2009 it occupied the vast majority of the stores space. Bass Pro Shops, Scheels, Cabelas and Johnnys Toys are free-standing retailers, but Adrenalina, an extreme sports store, takes its retail-tainment concepts to malls. Its stores in Florida Mall (Orlando, Florida) and Miami International Mall (Doral, Florida) feature Flowrider wave machines that offer real surfing experiences. Customers can ride the surf for $20 for a 30-minute session (bring your own bathing suit).

There are many other examples of successful retailers that have turned their stores into experiential entertainment destinations. Build-A-Bear Workshop, for example, is much more than a shopping experience. It even holds childrens birthday parties. California Pets has moved into retail-tainment by offering a special Party Shack in their pet supply store for birthday parties where children learn about pets and pet care from pet educators who introduce the party attendees to up to 10 types of animals. Toys R Us has a Ferris wheel and 34foot-long animatronic T-Rex dinosaur inside its Times Square store.
It now looks like the Walt Disney Company, a world leader in amusement parks, is about to join the retail-tainment bandwagon with an extreme makeover of 340 Disney Stores. These merchandise outlets will be renamed Imagination Parks and will be transformed into miniature amusement parks for youngsters. The goal
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is to make children clamor to visit the stores, stay longer, and hopefully, bolster sales. Experiential and high-tech, the stores will include a lot of interactivity. Theaters will allow children to watch film clips they select, participate in karaoke contests or chat live with Disney Channel stars via satellite. Computer chips embedded in packaging will activate hidden features. Walk by a magic mirror while holding a Princess tiara, for instance, and Cinderella might appear and say something to you. Its your birthday? With the push of a button, eight 13-foot-tall Lucite trees will crackle with video-projected fireworks and sound. There will be a scent component; if a clip from Disneys new A Christmas Carol is playing in the theater, the whole store might suddenly smell like a Christmas tree. The world does not need another place to sell Disney merchandise this only works if its an experience, said Jim Fielding, president of Disney Stores Worldwide. Disney representative Shawn Turner said, Its about making this an experience rather than just picking up a toy. We want them [customers] to leave feeling like they had the full Disney experience. They dont necessarily need to go to the park to have that experience, they can get it at the local mall. Richard Bates, chief creative officer at The Brand Union branding agency said, This is not surprising. The Disney Stores were like museums that were all gift shop without the experience of the museum. Your goal is to immerse them in the brands so that they arent just coming into the store, they want to buy so they can have a piece of that experience. Bates said the challenge is to balance the active experiences of interacting with the brand with the more passive experiences of buying products. You have to make sure that the activities are reinforcing the core brand message, and that they are not just enhancing the store experience, but theyre reinforcing the bigger brand message, said Bates. You have to build a brand experience thats enriching enough in its own right, but also amplifies that experience after they leave the store. Steve Jobs, who is a member of the Disney board of directors, provided access to proprietary information about the development and operation of Apples highly successful brandstores that generate sales of $4,700 per square foot, the highest

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of any retail chain. Disney will use many Apple store concepts such as mobile checkout, the emphasis on creating community and a focus on interactivity. Although there can be little doubt Disneys remake of its stores as Imagination Parks will add a heavy dose of experiential interactivity and entertainment, the true issue is whether that will generate enough additional sales to justify the estimated $1 million a store for the renovations. The Apple stores are successful not just for their experiential aspects, but since they give the user an opportunity to use the merchandise before buying it. They combine the shopping occasion with the use occasion for the product. In many respects, that is likely to be less true for Disney. Additional information: Video showing birthday parties at California Pets Embrace eatertainment or clone a dinosaur Dinner and a movie evolves Welcome to the world of tainment The role of entertainment in shopping centers and malls The grounded consumer: changing the paradigm of shopping center entertainment. Randy White, CSM, is the CEO of the Kansas City, Missouri- and Doha, Qatarbased White Hutchinson Leisure & Learning Group. The company specializes in the feasibility, design and production of location-based entertainment and leisure venues and assists shopping center and hospitality owners and retailers with entertainment and edutainment strategies for their properties. Randy can be reached at +816.931-1040, ext 100 or via the companys website www.whitehutchinson.com

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Attendee Guide

TOYFAIRNY.com

DOLLS, SOFT TOYS & ACCESSORIES

INTERNATIONAL PAVILION

CHILDRENS BOOKS & MUSIC
YOUTH ELECTRONICS, TECH TOYS, INTERACTIVE GAMING & ROBOTICS
Floor plan is subject to change.
Association membership, services, programs and the work of the Toy Industry Foundation, visit our booth in the Crystal Palace. TIA/LIMA Members-Only Business Center/Lounge: Copies, faxes, email access, Level 1, Room 1A04 & 1A05. Travel Assistance: Travel Planners is the only official housing partner of Toy Fair 2011 and offers the lowest rates available over the dates of this event. For hotel reservations and information, call 800-221-3531, ext. 1, Monday Friday, 9:00AM 7:00PM EST, or visit www. toyfairny.com. During show hours a Travel Planners representative will be available on-site at the Javits Center, Crystal Palace Registration area. WiFi: The Javits Center presently has WiFi accessibility in the Level 3 Exhibit Halls, Crystal Palace (including the
Level 3 food court), North and South Concourses (Level 2) and the Level 1 food court area. Hourly, daily and length of show rates are available for this service which is payable by credit card only. Details are posted at www. javitscenter.com under the Attendees heading.
Attendance is exclusively for toy manufacturers and members of the TIA Credit Interchange. For details contact Dina Gittings at dgittings@ toyassociation.org and 646-520-4849. Fall Toy Preview October 3 October 6, 2011 Dallas Market Center, Dallas, Texas TIAs by-appointment-only event for mass market and long lead retailers. Visit www.falltoypreview.org for details. For more information on these and other TIA events, please visit our website at www.toyassociation.org.

UPCOMING TIA EVENTS

PlayCon (formerly known as ToyCon) May 4-6, 2011 Hyatt Regency Scottsdale Resort & Spa at Gainey Ranch, Scottsdale, Arizona Pl a y Co n , T I As In t e r n a t i o n a l Conference of Play Professionals, is the toy industrys new and improved annual gathering focused on a shared networking and educational experience for toy and youth product decision-makers. Summer Credit Conference July 25-26, 2011 The Sutton Place Hotel, Chicago, Illinois
Saturday, February 12, 2011 First-Time Exhibitor Orientation 2:00PM 3:00PM Room 1C03, Level 1 Join us on Saturday, February 12th at 2:00 pm for our freshman class orientation. This session is designed to provide guidance to our new exhibitors and answers to any last minute questions or concerns about participating in the show. This session will also include a tour of the Javits Center.

DAILY ACTIVITIES

This list of events is as of December 1, 2010. Please visit www.toyfairny.com for a complete schedule, seminar descriptions and to register in advance. Fees may apply. Toy of the Year (TOTY) 2011 Awards Ceremony Toy Industry Associationadministered event in support of the Toy Industry Foundation

LEVEL 1

ACTION FIGURES

EARTH-FRIENDLY

SPECIALTY SOURCE

DESIGNER ART TOYS

INFANT & PRE-SCHOOL TOYS & ACCESSORIES EDUCATIONAL TOYS & GAMES, SCIENCE & DISCOVERY KITS

ARTS & CRAFTS

OUTDOOR TOYS, PLAY EQUIPMENT, RIDE-ONS & SPORTING GOODS
BOARD GAMES, ONLINE GAMES & PUZZLES

LAUNCH PAD

TRAINS, MODELS, R/C, HOBBY & ACCESSORIES

TEEN/TWEEN

Become a fan!

www.ToyFairNY.com

Jazz at Lincoln Center located in the Time Warner Center 33 West 60 Street, Floor 11, New York, New York 10023 6:00PM Dinner Reception (cocktails and heavy hors doeuvres/ dinner buffet) 8:00PM Awards Ceremony 9:30PM Dessert Reception Sunday, February 13, 2011 Dinner reservations & sponsorships can be made online at www.womenintoys.com Monday, February 14, 2011 Toy Fair Credit Meeting 10:00AM 6:00PM Marriott Marquis Hotel TIAs annual credit meeting is exclusively for toy manufacturers and members of the TIA Credit Interchange Program. For additional details, contact TIAs Dina Gittings atdgittings@toyassociation.org Tuesday, February 15, 2011 the maximum benefits from these agreements. Bridges to Canada Presented by Ms Eli Osores Commercial Specialist/U.S. Commercial Service Toronto, Canada Ms Osores will describe the outstanding export opportunities that exist for U.S. toy manufacturers in the Canadian market with a population of more than 34 million. Canada is the United States largest trading partner and a member, along with the United States and Mexico, in the North American Free Trade Agreement (NAFTA).

key demonstrations of the latest tools, technologies, products, and services being used in engaging and monetizing the constantly connected digital consumer. Since the inaugural show in 2007, Engage! has been the go-to event for companies eager to learn how to connect with, engage and monetize consumers online. Wednesday, February 16, 2011
Toy Fair Opening Ceremony and Ribbon Cutting 10:00AM Crystal Palace, Level 3 Toy Fair will officially open at 10AM sharp on Sunday morning, February 13, with a parade of best-loved, costumed characters accompanied by high-spirited live entertainment. Dont miss the beginning of all the excitement!
TIAs Annual General Meeting 7:30AM 9:15AM (7:30AM Continental Breakfast, 8:00AM 9:15AM Meeting) Special Events Hall 1D, Level 1 The Associations annual meeting is open to both members and non-members and all toy industry professionals are encouraged to attend. The agenda will cover a variety of topics including a summary financial report, key accomplishments since the last meeting and the election of the new Board officers. Toy Safety & Legislative Update 9:30AM 11:30AM Special Events Hall 1D, Level 1 This session will provide an update on state and federal legislation and regulatory activities affecting the toy industry, The presentation is free to TIA members. The non-member fee is $149.
Night In New York: ASTRAs Annual Toy Fair Party Sunday, February 13, 20116:30PM 10:00PM The Rock Center Cafe20 West 50th St. New York, NY 10020 Tickets: ASTRA Members: $75 Non-members: $160 For details and to purchase tickets, please contact ASTRA www.astratoy. org
4th Annual Blue Plate Media Lounge 9:00AM 5:00PM Room 1C01, Level 1 Blue Plate Media invites you to stop by to relax, learn, and meet the movers and shakers in the media world, including Cartoon Network, Disney and Nickelodeon. Schedule your personal 15 minute one-on-one media session(s) with the leading media networks targeting Kids and Moms and learn how to reach and engage your target audience. For information and/or to schedule your session, call Jill Lesnik at 908-918-0202 or email info@blueplatemedia.net. Tuesday, February 15, 2011 & Wednesday, February 16, 2011
Donate Toys to the Toy Industry Foundations Toy Bank 4:01PM The Toy Industry Foundation (TIF) is the official charity of Toy Fair. Exhibitors may donate product samples and toys to The Toy Bank, TIFs signature program, to be distributed to children who are critically ill, abused, abandoned or otherwise in need. Volunteers will be on hand at the close of the show to collect contributions. Interested exhibitors may pick up a Product Donation Agreement at either the TIA/TIF Information Center in the Crystal Palace or at Booth #5201 on Level 1. Contact Dawn Herrschaft dherrschaft@toyindustryfoundation.org / 646-454-5581 for details. Donations are tax deductible. For the latest schedule of events, including seminar descriptions and advance registration please visitwww. toyfairny.com.

Exhibitors as of December 3, 2010. For a full list please visit www.toyfairny.com.
TOY FAIR 2011 EXHIBITOR LIST
1-2-3 Preschool Projects LLC
2 Big Kids / Im Still Me!
3 Sprouts 3L PlentyPlay Aps

88 Merchandise Company

A FashionTime.com LLC A Wish Come True A+ Child Supply, Inc. ACD Distribution, LLC Actiland International Inc Activa Products Inc. Active People/Astrojax Active Products Inc. Activision Publishing, Inc. Adventure Publishing Group/Toy Book Aerobie, Inc. Aeromax ALEX Alexander Doll Company, Inc. Alibaba.com All Things Equal, Inc. Alliance Game Distributors Allied Products, Inc. Allys Little Angels/Custard N Jelly Almar Sales Co. AM Productions Amav Enterprises Ltd.
Babalu, Inc. Baberoo Babies n Bubbles Baby King Regent Baby Products Corp.
C & A Scientific Co., Inc. Cahootie LLC California Creations CAM Commerce Solutions CamoWild Canadian Toy Association Can You Imagine Cardinal Industries, Inc. Carrera of America Carrom Company Carson-Dellosa Publishing Cassidy Brothers PLC Castline Inc. CD3 Storage Systems, Inc. Ceaco / Gamewright Celestial Buddies Center Enterprises, Inc. Centre Testing International (Hong Kong) Ltd. CEPIA GAMES
DAD (Drums and Disabilities) Dandelion - Div. of Re-Think It, Inc. Dano2 Daron Worldwide Trading, Inc. Daydream Toys Deb Canham Artist Designs, Inc. Deception Dice Delta Childrens Product Dept. of Homeland Security Destina, Inc. Dexter Educational Toys Inc. Diamond Comic Distributors Diggin Dig-It! Games DiscoverGames.com Discovery Bay Games LLC Distributoys.com, Inc. Do-A-Dot Art (Div. of Triquest Inc.) Doekai Games The Doll Maker Doodle Roll/Imagination Brands Co., LLC Douglas Cuddle Toys Dover Publications Dr. Cool Science Dress Rite LLC Drybranch / Sport Design Duncan Toys Company Division of Flambeau Inc. DuneCraft
E & S (Hong Kong) International Ltd. Early Learning Centre/The Little, Little Toy Co. ECOPEL (HX) CO., LTD.
EDC Publishing / Usborne Edtoy Co., Ltd. Education Outdoors, Inc. Educational Insights, Inc. Edushape Ltd. Eeboo Corp. EJF LLC EK Success Brands Elenco Electronics Inc. Elf Magic The Elf on the Shelf Elope, Inc. EMCE Toys Empire Group/Creative Bonz Enchanted Moments Inc. Endangered Species by HSL Endless Games Eni Puzzles Enviro-Mental Toy Co. Inc. ESI Cases and Accessories Etna Products Co. Inc. Eulex India Pvt Ltd. EuroGraphics Inc. European Expressions Everest Wholesale/Crazy Forts Evergreen (C.P.) USA Inc. Everrich Industries, Inc. Every Baby Company, LLC Extreme Bubbles, Inc. Eye Can Art Eye Think Inc. EZY Roller GiddyUp/Color Loco Gifts and Decorative Accessories Magazine Giga Tent Gigapals Glitterins Global Holdings Inc. Goalmark Intl Exhibition Co., Ltd. Goliath Games, LLC Good L Corp The Good Stuff Company, LLC The Good Toy Group, Inc. Gorgeous Products Inc. Grasshopper Preschool Prep Kits Great American Puzzle Great Circle Works Greathall Productions Inc. Green Toys Inc. Griddly Games, Inc. Group Sales, Inc. Guidecraft USA Inc. Guillows Gund a Division of Enesco LLC Gyrobike

EVERY CHILD WANTS A PONY!
GAMA, Game Manufacturers Association GameBrotherZ Gann Memorials, LLC Ganz USA Gatogi Gayla Industries, Inc. Geared for Imagination GeoCentral GeoPalz Geospace International GeoToys Geyser Guys Inc Giant Tree House Giantmicrobes, Inc.
I Can Do That! Games I.D. Gear Inc. ICQ - USA Ideation Inc. Identity Games International BV Ikoso Kits Image Masters, Inc. Imagination International ImagiPLAY Imports Dragon In The Breeze Independent Publishers Group Inflatable Impressions LLC INI, LLC InnovativeKids Innovention Toys, LLC. (KHET) Insect Lore Insight Laboratories Interactive Toy Concepts Ltd. International Arrivals International Playthings, L.L.C. Intertek Intromark Inc. / Inpex ISEO Chemdis Pvt. Ltd. Italtrike IUG Business Solutions
For more information visit us at Booth 5050
Little Kids, Inc. Little Partners, Inc. Little Pim Co. LockerLookz LockerSkin Lonpos Braintelligent Co. Ltd Look Out World, LLC Looney Labs
MediaMix Distribution LLC MEGA Brands Inc. Melissa & Doug, LLC Mental_Floss - Split Decision Merchant Technologies MerchantOS MerchSource, LLC MerryMakers Inc. Message Beads, LLC Mezco Toyz MGA Entertainment (ABC International Traders) The Michael Kohner Corporation / Longshore Ltd. Microbac Laboratories, Inc. Midwest Design Imports, Inc. Milliwik Mimoco Mindlogic, Inc. Mindscope Products Inc. Mindtwister USA MindWalk, Inc MindWare Miniland Educational, Corp. MJK Marketing MK and Company Modern Publishing Mon Petit Art Monkey Business Sports Monkeying Around Monogram International, Inc. Monster Blocks LLC MoonRacer / Djubi Moosetache Games Morgan Cycle LLC Mountain Boy Sledworks Mouth Man LLC Mrs. Pinkelmeyer LLC Mudpuppy Press MusicSkins LLC My Funky Planet Corp. My Pillow Pets My Princess Academy My STUFFIE Myachi Industries Myrna J Games, LLC MZB Imagination, LLC Ody-See USA Odyssey Books Ogo Sport LLC Ohio Art Company Old Time Games, Inc. Orange Elephant Co. Ltd. The Orb Factory Ltd. The Original Toy Company Oum Out of the Box Publishing, Inc. Outset Media Overseas Chinese Toys Co., Ltd. OWI Inc.
M. Ruskin Co. Macmillan Mad Cave Bird Games Magic Dusts MagicForest, Ltd. Magnetic Poetry Mag-Nif, Inc. Mag-Tagz / Kooky Beadz Maisto International, Inc. Manhattan Toy Maple Landmark Woodcraft Maples Sales, Inc. Marina Games by Rix Marion and Co., Inc. Marky Sparky Inc. Marlon Creations Marshmallow Fun Company Marvel Education Co. Mary Meyer Corporation Mastermedia MasterPieces Puzzle Company Mattel, Inc. Maui Toys, Inc. Maxim Enterprise, Inc. The Maya Group Mayfair Games McFarlane Toys Me and Molly P. Mechanical Displays Inc. MechRC

Nano Magnetics Ltd. Nassau Candy National Football League: Rush Zone National Products, Ltd. National Sporting Goods, Ltd. NBT Wholesale Neat-Oh! International, LLC NECA NEW BRIGHT New Star New Tech Kites New York Puzzle Company LLC. New-Ray Toys (California) Inc. NewSound Kids/Music Design Nick Nack, Shockley Hall Electronics Ltd Nite Ize, Inc. NKOK Inc. NMR Distribution North American Bear Co. Inc. North Star Games LLC Northwest Synergy, Inc. Nostalgic Images Nova Nature Distributing Inc. NowStalgic Toys, Inc. NSF International NSI International, Inc. Nspired, Inc.
O.K. Toys Inc. Obien Corporation
Pacific Play Tents, Inc. Paddywhack Lane LLC Paladone Products Ltd. Panache Place/Unimax Toys Panini America Paper House Productions Paradise Horses Parat Games LLC Parris Manufacturing Company Parrot Party Animal Inc, The Patch Products, Inc. Patrix Communications PBC International, Inc. PBM Express USA LLC Peaceable Kingdom Pecoware Co., Inc. The Pencil Grip, Inc. Perisphere & Trylon, Inc. Peter Pauper Press, Inc. PhD Productions, LLC Phoenix Toys & Novelties Piggy Paint The Piggy Story, Inc. Piggy Wiggies
Piutre USA, Ltd. Pkolino Plantoys, Inc. PlaSmart Inc. Play Visions Inc. PLAYFASTBALL LLC Playmobil U.S.A. Inc. Plushland, Inc. Pockos America Inc. The Pokmon Company International, Inc. Pony Pals Ranch Poofin LLC POOF-Slinky, Inc. Popchos Watch Skins Pop-In-Kins, Ltd. POP-ITZZ Popular Playthings Power House Toys PPW Toys Premier Kites (a Division of Primus) Preschool Prep Company, LLC Pressman Toy Corporation Pretty Ugly LLC Price Products, LLC Prime Time Toys, L.L.C. Prince Lionheart Princess International Inc. Princess Paradise Princess Soft Toys By Melissa & Doug Promotion Fulfillment Center PSI Publisher Services, Inc. Pucker Powder By Creative Concepts Pumponator, Inc The Puppet Company Ltd. Puppet Heap Playthings Co. Puppet Workshop Purearth International Limited Puremco Fun & Games, Inc. Putumayo Kids Puzzled Pyramid America
Quality Time Construction Company Queen Games Germany
Royal & Langnickel Brush Mfg. Royal Deluxe Accessories Roylco, Inc. RSV Productions, Inc. Rubies Costume Company, Inc. RUSS Berrie US Gift

GETTING TO TOY FAIR

Toy Fair is pleased to provide complimentary shuttle bus service between our official hotels and the Javits Center throughout the morning and evening show hours. Each of the hotels listed below will be serviced by a bus route (some hotels will be official stops and others will be within a short walking distance to the pick-up/ drop-off point). Please be sure to visit www.toyfairny.com for the latest hotel lists and route numbers. Beginning Sunday, February 13, 2011, look for bus route signage in official Toy Fair hotel lobbies. 70 Park Avenue Hotel Affinia Manhattan Algonquin Hotel Courtyard Marriott Fifth Avenue Courtyard Marriott Midtown East Courtyard Marriott Times Square South Crowne Plaza Times Square Distrikt Hotel Doubletree Guest Suites Times Square` Doubletree Metropolitan The Eventi Fairfield Inn by Marriott Times Square Fashion 26, A Wyndham Hotel Flatotel Four Points Sheraton Times Square Grand Hyatt Hampton Inn Times Square North Hilton Garden Inn NY West 35th Street Hilton Garden Inn Times Square Hilton New York Hilton Times Square Holiday Inn Midtown 57th Street Hotel Roger Williams Hudson InterContinental The Barclay New York InterContinental Times Square Kitano New York The London NYC The Manhattan Times Square Hotel (formerly Sheraton Manhattan) Millennium Broadway Morgans Hotel The Muse, a Kimpton Hotel New York Helmsley NY Marriott East Side NY Marriott Marquis New Yorks Hotel Pennsylvania New Yorker Hotel Paramount Hotel New York Park Central New York Radisson Lexington Renaissance Hotel 57 Renaissance Times Square Residence Inn Times Square Roosevelt Hotel Royalton Sheraton New York Staybridge Suites Times Square W New York W New York Times Square Waldorf Astoria Westin New York Times Square Hotel Wolcot *Subject to change
Taggies Inc. Tailten Games & Puzzles Ltd. Talicor Inc./Aristoplay Ltd. Tangle Creations TDC Games, Inc. Teach My Toddler Inc. Teamson Design Corp. Tech 4 Kids Tech Group USA / Palco Sports Techno Source TEDCO, Inc. Tegu Thames & Kosmos LLC Thermo Scientific Niton Analyzers Think-A-Lot Toys ThinkFun Inc. ThinkGeek, Inc. Three Cheers for Girls Thumbs Up! Distributed By KJB Security Products, Inc. Tie-Not The Tin Box Company TINY LOVE TMI Toymarketing International, Inc. Toner Plastics Inc. Tonner Doll Company Top Trenz, Inc. TOSY Robotics JSC Total Biz Fulfillment Div. Hobby House Press
U.P.D. dba United Pacific Dist. U.S. Consumer Product Safety Commission U.S. Games Systems Inc. UCC Distributing Inc. Uncle Goose Toys (Lindenwood Inc.) Uncle Milton Industries Underground Toys Uniset US University Games Corp. Up With Paper USAOPOLY

Vamplet LLC V Cubes North America
The Worlds Best REAL ARCHAEOLOGY Computer Game
WABA Fun, LLC Waboba Inc. Wai Lana Yoga Walachia Waliki Wandix International Inc. Warm Fuzzy Toys Weboo Shoes Wee Believers Welby Impex Pvt. Ltd. Well Made Toy Mfg. Corp. Weplay (WeeBlossom) Western Woods Inc. Westminster, Inc. White Mountain Puzzles Whiz Bang Wallop! Ltd. Wide Ideas Inc. Wiggity Bang Games, LLC Wiggles 3D Incorporated Wild Creations Wild Planet Entertainment, Inc. Wild Sales LLC William Mark Corp. Windy City Novelties/Supreme Glow Winfat Industrial Co. Ltd. Winning Moves Inc. Winning Solutions, Inc. Winscott Corporation Wishbone Design Studio Woddon Industrial Limited Women In Toys (WIT) Wood Expressions Inc. Woodstock Percussion Inc. Wooky Entertainment Inc. WordTeasers Workman Publishing Co. World Publications Group World Toy Imports LLC Worldwise Imports Worx Toys Inc.

FOR KIDS AGES 8 to 88

Bring History to Life!
An amazingly entertaining way to learn and a great way to spend quality time as a family.

EXCAVATE

This truly unique and innovative educational computer game turns players into real archaeologists while immersing them in ancient history. Created by a professional archaeologist and teacher, Roman Town brings history to life in a way no book or board game can.

EXPLORE ANALYZE

Y & H Gift Manufacturer Co., Ltd. Y & W Intl. Inc. Yamodo / Idea Storm Products YoHa Technology Yomega Corp. York-Jersey Underwriters, Inc. Yoshiritsu Co., Ltd. Yottoy Productions, Inc. The Young Scientists Club YoYo Factory
The award winning Roman Town is a hands-on learning adventure: Engaging, interactive, authentic fun for the whole family!
Visit us at booth 5950 for special offers and events: Win a Dig-It! Games excavators bucket! Meet designer Suzi Wilczynski Free shipping on orders of 25 or more
Zarimax Zazoo Kids Zike Zimzala Games Zing Toys Zippy Toyz Zither Heaven Zobmondo!! Entertainment LLC ZombieZoo Zoobies / Alpha Source International Zubels
Get your order FREE! (All orders will be entered in a drawing to win your entire order for FREE)
*Exhibitor list is subject to change. Visit www.toyfairny.com for updates.
www.dig-itgames.com info@dig-itgames.com 877-213-4448

The New and Improved 2011 TOTY (Toy Of The Year) Awards
he 11th Annual Toy of the Year (TOTY) Awards ceremony will take place Saturday, February 12th, 2011 in New York City, officially kicking off the 108th American International Toy Fair. A TIAadministered event in support of the Toy Industry Foundation, the TOTY festivities bring together a broad spectrum of the industry from industry legends to rising stars to usher in 2011 with an evening devoted to the fun, creativity, innovation and philanthropy upon which the industry is founded. For the first time in TOTY history, the Oscars of the toy industry will reflect consumer opinion as kids of all ages voted for their favorite toys, games and properties across 11 distinct categories. From mid-November through mid-January, five simultaneous ballots were underway for consumers (who voted online at ToyAwards.org), retailers, media, and members of the Toy Industry Association; results will be weighted to determine the TOTY award winners. This years nominations were 23% higher than the year before as 169 unique sponsor organizations put forward a total of 507 toys, games and properties for consideration on the official TOTY ballots. The finalists were selected by category-specific Nomination Committees comprised of seven to 15 high-stature experts such as journalists, toy trend experts, play therapists, toy inventors and designers, and toy retailers. Nearly 60 toy industry experts lent their wisdom and expertise to this years process. The significant increase in product submissions speaks to the overwhelmingly positive response the new and improved TOTY program is receiving, said Jamie Gallagher, chair of the TOTY committee and CEO of Faber Castell USA/Creativity for Kids. We are encouraged by the participation and feedback during the submissions process and are confident that the momentum will continue through the close of voting and throughout

awards

ceremony.
Toy Industry Hall of Fame As part of the TOTY Awards evening, Al Verrecchia, Chairman of the Board of Directors at Hasbro, Inc. and the late Donald Duncan, founder of Duncan YoYo, will be inducted into the Toy Industry Hall of Fame. The two esteemed leaders of the nearly $22B U.S. toy industry will join an impressive roster of 55 individuals who have been previously honored for their significant contributions to the growth and success of the toy industry since the Hall of Fame was established in 1984. In 1965, Al Verrecchia started a career in the toy industry at Hasbro that has spanned nearly half a century. Rising from the initial post as a part-time accountant to Chairman of the Board of the worlds second largest toy company, Mr. Verrecchia has held several senior level positions within the company and within the industry as well. He has served as a member and chair of both the TIA Board of Directors and the Toy Industry Foundation, on numerous Association committees and as a co-founding member of the International Council of Toy Industries CEO Roundtable. The late Donald Duncan gave new life to the yo-yo in the 1930s after seeing Filipino native Pedro Floress yo-yo store in Santa Barbara, California. In the 1950s he contracted the manufacture of the first-ever plastic yo-yos, which remain popular to this day. The Duncan Yo-Yo Company became the number one producer of yo-yos for the next thirty-five years, claiming 85% of the entire United States yo-yo market during this period of time. Mr. Verrecchia is expected to be present at the awards ceremony to accept his award in person. Because there is no living member of the family, Mr. Duncans posthumous award will be accepted by W.R. Sauey of Flambeau Inc., the current parent company of the Duncan Toy Company. Inductees are

Stay in the conversation read the Toy Fair Blog www. toyfairnyblog.com
THERES SO MUCH TO CELEBRATE!
Kick off Toy Fair Week at the 11th Annual Toy of the Year Awardsthe OSCARS of the toy industryat a brand new location Jazz at Lincoln Center. Usher in 2011 by celebrating the toy industrys most creative, innovative toys, games and entertainment products and saluting the accomplishments of Al Verrecchia, Chairman of the Board of Directors, Hasbro, Inc., and the late Donald Duncan, Founder, Duncan Toys Company, as they are inducted into the esteemed Toy Industry Hall of Fame.
Saturday, February 12, 2010
6:00PM Cocktails and Dinner Reception 8:00PM Awards Ceremony 9:30PM Dessert Reception

Reservations

$350 per person Order online at totyawards.org. For group orders or special requests, including VIP tickets, please email toty@toyassociation.org or call 646.454.5587.
A Toy Industry Association (TIA)-administered event in support of the Toy Industry Foundation

An Outcome in Question

-Tim Walsh, Inventor and Film Maker
eing an independent toy and game inventor is not for the thin skinned. Rejection is a part of the process of taking an idea from prototype to pitch to potential product. Toy and game inventors know that for every successfully licensed product they have, there are dozens (ormore likely h u n d re d s ) that never Tim Walsh see the light of play. Toy Fair is where dreams are made and crushed. Name a hit toy or game and it debuted at Toy Fair. The show has been running for over 100 years and so theres a gravitas to it that makes it a hard place to make it. Many independent toy and game inventors
come to ToyFair with their it to pitch to the product acquisition executives at toy and game companies. There are many hurdles from there. First the person in charge of product acquisition has to like it. If so, it goes to the toy company where the sales department has to like it. If so, it goes to costing and the number-crunchers have to like it. If so, it goes back to Toy Fair where the buyers have to like it. If so, it goes on the shelf where the consumer (often a parent) has to like it. If so, they buy it and then finally, the kid its intended for has to like it. If so, the sky is the limit. Of course at any point in the above process, it can be squashed. It then goes away or it heads back to the drawing board. This is the fun and the chase of trying to make it in the toy trade. In game parlance, its a roll of the dice. The outcome in question is

a beautiful mystery. When documentary film director Ken Sons contacted me about turning my book Timeless Toys into a movie about toy inventors, I jumped at the chance to be involved. Since I had met and interviewed many toy and game inventors, Ken brought me on as Creative Consultant on a film we called Toyland: Fun in the Making. I got to go along to the shoots and interview inventors and developers like Eddy Goldfarb (Kerplunk and Yakity-Yak Talking Teeth), Betty James (Slinky), Reyn Guyer (Twister and Nerf), Burt Meyer (Lite Brite and Rock Em Sock Em Robots) and Milt Levine (Ant Farm). As an inventor, I relished the chance to fly to Chicago and see inside Big Monster Toys, one of the most prolific toy design firms in the world. I was excited to peek inside the Toy Design Department of Otis College of Art and Design in Los Angeles. I was thrilled to interview my heroes on the topic of designing toys. I was comfortable behind the camera.until I wasnt. About a year or so into the film, Ken and I realized we had a problem. The film became predictable as we told the story of one legendary inventor after another. Since all the toys we covered were huge successes, the outcome of each
vignette ended the same way: A hugely popular plaything with its proud designer. What we needed, Ken concluded, was an outcome in question. We needed to give the viewers of the film a compelling reason to keep watching to see how a story was going to end. And so I became the toy inventor in front of the camera whose toy story was unknown. Its not such a comfortable place. Toyland is a look inside the fiercely competitive, 22-billion dollar toy i n d u s - try, with me asthe poster boy for rejection. Its risky to put yourself out there for all to see, when the risk of failure is more likely than success. In the film, we trace my toy idea from mere concept through the development stage and then the pitch process, with 2 1/2 years and 8 rejections along the way. How does the film end? Well, just like pitching a toy or game idea, the only way to resolve an outcome in question is to go along for the ride. Tim Walsh is the inventor of the game Blurt! Toyland: Fun in the Making won Best Documentary awards at the Naperville Independent Film Festival and the Independents Film Festival. This March it will screen in Paris at the The European Independent Film Festival. Follow the fun at www.toylandmovie.com. n

Save the planet! Use Toy Fair Mobile at the show!
Rubik and Rubiks Cube copyrights and trademarks are owned, protected and enforced by Seven Towns Ltd.
Its time for our industry to come together again, and in 2011 we will Play To Win at PlayCon, TIAs International Conference of Play Professionals
This well-rounded conference program features general assembly presentations by industry inuencers and thought-leaders, interactive workshops, networking lunches and evening events, social activities and more!

Featured topics include:

Keynote presentations and panel discussion on the "Power of Play" Retail Landscape 2011: an interactive panel discussion with expert insight from key mass, specialty chain, independent and e-retailers Expanded roster of consumer insight specialists Interactive workshops focused on: Social media Blogging Direct response TV Accessing overseas markets Sourcing alternatives

Who Should Attend?

Anyone in the business of play
Visit www.playcon2011.org to register, review session details, and make your hotel reservations.
The PlayCon 2011 Planning Committee wants to see you there, so contact any of us if you have questions!
Bob Wann, Committee Chair Patch Products bobw@patchproducts.com Nurit Amdur ALEX namdur@alextoys.com Joel Berger Cardinal Games joelb@cardinalgames.com Les Friedland Shirley Price Les Friedland Associates, Ltd. Funrise Toy Corp. les@lesfriedland.com shirleyprice@funrise.com Richard Gottlieb USA Toy Experts rgottlieb7@nyc.rr.com Manuel Torres Nickelodeon Consumer Products manuel.torres@mtvstaff.com
Mary Couzin Nancy Zwiers, Committee Vice-Chair Lourdes Arocho Nickelodeon Consumer Products Discover Games Funosophy, Inc. lourdes.arocho@nick.com mcouzin@chitag.com nancy@funosophy.com
Playing Cards and The Game of Life Inducted into National Toy Hall of Fame at the Strong in Rochester, New York
Susan Trien, Senior Director Public Relations and Advertising, The Strong
ive a great big hand to playing cards and a welldeserved bonus to The Game of Life, the two newest toys ceremoniously inducted this past November into the National Toy Hall of Fame at the Strong in Rochester, New York. Both honored toys continue to engross generations of players in games of luck, skill, and playful interaction. The two honorees were selected from among 12 toy finalists that included: Cabbage Patch Kids, Chess, Dollhouse, Dominoes, Dungeons & Dragons, Hot Wheels, Lite Brite, Magic 8 Ball, Pogo Stick, and Rubiks Cube. From Go Fish to Texas Holdem and from bridge to Old Maidplaying cards offer more game variations than any other single kind of gaming device. With earliest origins in China,
India, and Egypt, playing cards were widely known in Europe after the 1600s. The first American card decks came directly from England; after the Revolution, printers in the United States soon managed to print their own playing cards. From then onward, card decks became a fixture in many households. Some small innovations developed over the years: two-sided face cards (the royal cards) meant players didnt have to turn their cards to see a Jack or a Kings face, and indices (the small numbers at the corners of cards) allowed players to hold their cards closer in a fan, so other players couldnt see their hands. But the earliest American playing cards look very similar to

the cards we all recognize today. For generations, The Game of Life has invited players
to journey through life (from university, to business, to marriage, to parenthood, and retirement) and end up either in Millionaires Acresor the Poorhouse (or in todays version, Bankrupt). In 1860, Milton Bradley, founder of the company, originally printed and sold the game as The Checkered Game of Life. In 1960, a new version was commissioned to commemorate the 100th anniversary of the company, and was very loosely based on the earlier game. Designed by Reuben Klamer and personally endorsed by the popular radio and television personality Art Linkletter, The Game of Life quickly became one of the nations most popular board games. Since then, it has been updated several times and both electronic and specially-themed versions are now widely available. One of the best-selling games of all time, The Game of Life has been translated into at least 20 languages. The National Toy Hall of Fame at the Strong recognizes toys that have engaged and delighted multiple generations, inspiring them to learn, create, and discover through play. Criteria for induction include: Icon-status (the toy is widely recognized, respected, and remembered); Longevity (the toy is more than a passing fad and has enjoyed popularity over multiple generations); Discovery (the toy fosters learning, creativity, or
discovery through play); and Innovation (the toy profoundly changed play or toy design). To date, the following 46 toys have made it into the National Toy Hall of Fame: Alphabet Blocks, Atari 2600 Game System, Ball, Barbie, Baby Doll, Bicycle, Big Wheel, Candy Land, Cardboard Box, Checkers, Crayola Crayons, Duncan YoYo, Easy-Bake Oven, Erector Set, Etch A Sketch, Frisbee, The Game of Life, G.I. Joe, Hula Hoop, Jack-in-the-Box, Jacks, Jigsaw Puzzle, Jump Rope, Kite, LEGO, Lincoln Logs, Lionel Trains, Marbles, Monopoly, Mr. Potato Head, Nintendo Game Boy, Play-Doh, Playing Cards, Radio Flyer Wagon, Raggedy Ann & Andy, Rocking Horse, Roller Skates, Scrabble, Silly Putty, Skateboard, Slinky, Stick, Teddy Bear, Tinkertoy, Tonka Trucks, and View-Master. For more information on the National Toy Hall of Fame, visit www.toyhalloffame.org. n
Check out brand new products in Toy Fairs LAUNCH PAD on Level 1
IFI_TFPrev_Full_1110_final.pdf

11/16/10